Telerx Social Media Presentation (Ext) Nov 09

A Brave New World: Emerging Customer Relationships in Social Media

p. 2Confidential & ProprietaryConfidential & Proprietary 2

Definition of Social Media

• Social media supports the human need for social interaction, using Internet- and web-based technologies in order to transform broadcast media monologues (one to many) into social media dialogues (many to many).

• It supports the democratization of knowledge and information, transforming people from content consumers into content producers.

Social media are media designed to be disseminated through social interaction, created using highly accessible

and scalable publishing techniques.


The Revolution of Social Media

Are you wondering what the impact of Social Media will be on your company?

http://www.youtube.com/watch?v=sIFYPQjYhv8


Social Media Opportunities

Social Media Options

Paid placement in major social networks• MySpace• Facebook• YouTube

Monitoring social media• Blogs• Forums• Search engines

Content development• Videos• Widgets• iPhone Apps

Social book-marking campaigns

Link baiting

Reputation management

Drill down and identify the specific “social media” service offering that will deliver the best ROI for your particular business model and your particular business climate.

Challenges

Timely monitoring of consumer opinions

Analyzing impact on brands and products

Identifying online influencers

Tracking potentially harmful issues

Managing public relations crises

Voice of the Customer – 360° view

Developing a strategy to interpret, trend, and analyze

• 9% of web users produce 80% of all user-generated content

• 26% of top search results for the world’s 20 largest brands is consumer-generated (Jupiter Research)

• 75% of Internet users research health (The Neilson Company)− 68% male− 81% female


Social Media Top Findings

59.1% of respondents use social media to “vent” about a customer care experience

72.2% of respondents research companies’ customer care online prior to purchasing products and services

84% of respondents consider the quality of customer care in their decision to do business with a company

74% choose companies/brands based on others’ customer care experiences shared online

81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care


Entering the Social Media Revolution

What to look for in a listening platform:• Set up and configuration of listening tools• Monitoring processes including analyzing data, extract concepts, and identify

sentiment• Analytics capability such as dashboards, reports, alerts, and external integration• Multiple information sources and geographies/languages• Consulting and analysis services including influencer analysis, new product

development, and market segmentation• Market strategy – make sure that they can clearly articulate how they intend to

move from passive brand monitoring to active listening• Market presence and strength of company• Open API for data integration capabilities• CRM integration • Multi-tenancy• Engagement workflow

Forrester defines listening platforms as:

A technology and analytics infrastructure that mines a wide variety of traditional, online, and social sources to extract and deliver insights that shape a firm’s marketing strategy.


Leading Social (Web 2.0) Software VendorsEvaluation Criteria – Requirements

Leading software vendors:

• TNS Cymfony

• Techrigy SM2

• Radian6

• Nielson Buzz

• Visible Technologies

• Number of customers

• Csat

• References provided

• Number of support resources

• Number of consulting resources

• R&D as % of revenue

• Geographic reach

• Project plan provided

• Product roadmap

• Can the solution support direct outreach engagement?

• Filtering

• Automated sentiment

• Triage

• Manual sentiment

• Task assignment

• CRM integration

• Audit trail

• Open standards

• User identification

• Open API

• Multi-tenancy: separate client data with single sign in

• Engagement workflow

• Respond through desktop

• Monitor blogs, forums, Facebook, MySpace, Twitter, consumer satisfaction sites

• Number of sites monitored


Leading software vendors:

• TNS Cymfony

• Techrigy SM2

• Radian6

• Nielson Buzz

• Visible Technologies

• Number of blog comments –how far back, how deep

• Capture verbatims

• What demographics are captured about poster?

• Languages supported

• Data extract for integration with other channel data

• Sentiment analysis method

• Ranking of blogs based on influence, reach, etc. (including profiles/psychographics of key bloggers)

• Historical data retrieval –how far back?

• Selectively respond to and track posts (customer service related, etc.)

• Audit trails

• Time delay in posting mentions from web to solution

• Filtering and segmentation

• Influencer analysis

• Workflow and engagement management

• Social CRM and web analytics integration

• Flexible commercial models

• Market presence

Leading Social (Web 2.0) Software VendorsEvaluation Criteria – Requirements


What’s Missing?

Accurate identification of of sentiment and influence

Product roadmaps that integrate into other tools to provide a multi-channel approach to the voice of the consumer

Consulting and analytical services to take the data from multiple sources and apply the insights generated to drive better business decisions across their organizations


Telerx Engagement & Analytics Model

Telerx 360ºCustomer Experience

Data

Texting

Social Media

POS

WebSelf

ServiceChat

Phone

eMail

Social Media Interaction Agents

Traditional channel-based agents [phone, email, chat, text, web]

Telerx Client

Public Relations

Brand Teams

Consumer Affairs

Customer Service

Analysis & Insight

Monitoring/Listening/Engaging

Telerx Business Analyst

Data mining

Telerx Community Manager


Should I think about engagement?

You may not have a choice!

http://www.youtube.com/watch?v=YhXzM70CNrw&feature=player_embedded

One Social Media Interaction Can Reach a Multitude of Consumers!


Enter the Conversation: Steps to Successful Social Media Planning

Determine business objectives and key metrics• What are you looking to achieve?• What metrics will help you understand your Social Media position and landscape?

Research social media landscape• Benchmark current Share of Voice (SOV)• If the competition is using Social Media, who is successful, who isn’t, and why?

Identify key influencers• Bloggers, forum writers, etc.

Prepare for the worst, expect the best• Defined rules of engagement• Training (technology and service)• Defined workflow

Trust is paramount• Ask permission• Proceed with caution• Be forthright about your brand identity• Engage and interact• Commit to the medium • Be willing to adapt


Who Is The Social Media Audience?

Non Active: Those who are no longer using SM

Watchers: Those watching YouTube, reading blogs, downloading podcasts

Sharers: Those using social networking sites, tagging online content

Commenters: Those who have rated a product, service or person

Producers: Those creating or working on a blog or wiki

Curators: Those editing a wiki or moderating a forum


Social Media Rules of Engagement

Word of Mouth Marketing Association (WOMMA)

Code of Conduct:Consumer protection and respect are paramount

• Don’t retweet or forward messages without authorization from the consumer

The honesty ROI: Honesty of relationship, opinion, and identity

We respect the rules of the venue

We manage relationships with minors responsibly

We promote honest downstream communications

We protect privacy and permission in a campaign


Social Media Rules of Engagement (continued)

Combination of Guidelines and Policy Around:Work-related and personal bloggingConductFriending and following rulesConfidentialityIdentityQuality of post

ConductNo obscene or abusive language can be usedYou should not engage in any inappropriate discussion while on-lineAlways be truthfulNever ask a blogger to write a fake endorsementNever go off topic to promote something of personal use

CopyrightAlways use a link to the original material if referencingAbide by copyright laws


Specific Rules of Engagement Template

When to Engage:

Media Request:

Adverse Event:

Sponsorship Request:

Product Suggestions:

Recalls:

Empowerment:

Need to define the level of empowerment CSR will have


Best Practice for SM Response – The Five T’s1. Transparency – always disclose your connection to the company in any social media engagement2. Third Party – Cite additional sources rather than company-produced data3. Timing – Take time to formulate responses but respond within a day - a delicate balance4. Tone – no “corporate speak” or marketing jargon. Speak in the tone of the blog5. Traffic – Focus on the most influential blogs. Research shows they carry the greatest WOM impact

Assess the Blog Site

Assess BlogPost

Develop aResponse

Avoid response to the

Specific post..continue to

monitor

Respond with fact-based

Information via blog comments

Rectify situation, respond &

Take action (e.g. replace

Defective product)

Use judgment based on

topic, blog influence, blogs

audience

Source: Corporate Executive Board, 2007

Negative post Identified

Yes

Yes

Yes

Yes

No

No

No

No

Is the site a “hate site” forbashing brands?

Is the post a rant, immatureJoke or ridicule?

Is there a factual error inThe post?

Was the post a result ofA negative experience?


Who Should Engage? You May Have More Talent and Expertise Than You Realize…

Identify existing talent and skills within your organization

Telerx survey overview • 68% participation• 66% of participants indicated they used social media.• Top three types of social media by participant:

– Social Networking (Face book, Myspace)– Video Sharing (YouTube, Stickam) – Wikis (Wikipedia, PBwiki)

• 73% - spectators • 44% - joiners • 10% - collectors • 2% - administrators of a site • 6% - creators of content.• Weekly usage:

– 32% - one hour or less a week on average– 20% - two hours or less– 5% - twenty hours or greater

• Twice as many individuals use social media for personal use over business use.


The Rules Are Changing…Be Informed

Establish resources to work closely with the FDA or other regulatory agencies as they continue to fine tune the guidelines

Make sure you know what type of activities are occurring across your organization and develop a council to keep stakeholders educated

• Marketing

• Corporate Relations

• Legal

• Regulatory and Safety

Key legal concerns:

• Adverse Events

• Fair Balance

• Privacy

• Trademark and Copyright Protection

• Transparency


Now I’m Engaged…How Do I measure ROI?

Traffic

Interaction

Sales

Leads

Search Marketing

Brand Metrics

PR

Customer Engagement

Retention

Profits• Source: Econsultancy – Chris Lake


Direct and Indirect Return on Investment and Branding

Marketing ROI for unnamed personal care brand – compared purchases amongst shoppers not exposed to the campaign with purchases among those who were

• Total consumer exposure: 76.9 million• Percent of internet population was 40% at the time of promotion• Total impressions: 1.1 billion• Media outlay: 1 million• Offline sales generated from the campaign: 1.21 million• ROI: 28% (does not even include repeat sales from consumers exposed to the

brand)

Well Documented Stories• Domino’s Pizza: Wayward employees – from potential PR nightmare to the

opportunity to do what’s right• Zappos: Creating a culture of service right from the start and how social media

can be used by any level of the organization


Interactive Session-Information Sharing

Best Practices associated with building online relationships

Tools and methods in order to support this new channel

How to leverage direct (through your contact center) and indirect (social media) consumer feedback in order to create meaningful insights throughout your organization


Thank You for Your Time

Michael EwingVP of Business Development

Phone: 661-297-5443Email: [email protected]

www.telerx.com

Documents

Telerx Social Media Presentation (Ext) Nov 09