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ME
M
BER M E ETIN
G 3
4
SOCIALMEDIA.ORG
SAN FRANCISCO
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 34San Francisco2-4-2015
Learn more about Member Meetingssocialmedia.org/meetings
SymantecErling AmundsonHelping customers in social: Social customer care and momentum marketing
Helping Customers in Social: Social Customer Care & Momentum Marke7ng
Erling Amundson Senior Manager Social Insights @XDstrategy
4
Always try to use
Yes&… Rather than No! or But!
Helping Customers in Social Erling Amundson @XDstrategy
5
the status game
Watch what happens when everyone tries to be the most important person. Now try again with everyone trying to be the least important person.
Helping Customers in Social Erling Amundson @XDstrategy
8
I Install I Use I Renew I Am Aware I Shop I Buy I Receive
Helping Customers in Social Erling Amundson @XDstrategy
9
Awareness Evaluation
Conversion
Experience
Advocate
Consideration
Bond
DRIVE BRAND RE-EVALUATION DRIVE PURCHASE
Renew
I Install I Use I Renew I Am Aware I Shop I Buy I Receive
Helping Customers in Social Erling Amundson @XDstrategy
10
“If your company and its markeWng are truly, inherently useful, your customers and
prospecWve customers will keep you close...”
Helping Customers in Social Erling Amundson @XDstrategy
11
Brand Goals
Customer Interests
Relevancy =
Sharable, engaging ideas and values
IdenWfy relevancy with social listening data
I Install I Use I Renew I Am Aware I Shop I Buy I Receive
Helping Customers in Social Erling Amundson @XDstrategy
#30SecTech Videos Helpful content helps drive posi7ve sen7ment
12
1. The Real Cost of Free An7-‐Virus 2. How Hackers Hack Passwords 3. Cookies and Your Online Privacy 4. POS ASacks and Stolen Credit Cards 5. Security and the Internet of Things 6. Firewalls in Ac7on
Helping Customers in Social Erling Amundson @XDstrategy
13 Helping Customers in Social Erling Amundson @XDstrategy
I need to replace that product. I wonder which one is best?
14
Oh no. I have been hit by ransomware. What do I do now?
Helping Customers in Social Erling Amundson @XDstrategy
15
I am worried about idenWty the\. Why aren’t
companies spending enough on security?
Helping Customers in Social Erling Amundson @XDstrategy
17
Thanks Symantec!!! I just got the rest of my day back.
Helping Customers in Social Erling Amundson @XDstrategy
Types of Ac7onable Men7ons
1. Case: Request for help resolving real-‐Wme issue
2. Query: QuesWon that doesn’t require support resource
3. Rant: Insult that merits brand management consideraWon
4. Rave: Praise from Symantec brand advocate
5. Lead: Pronouncement of near-‐term purchase decision
6. RFE: Request to enhance a product with a new feature of Symantec products
20 Helping Customers in Social Erling Amundson @XDstrategy
Content Library Sample Terms
• Query – Advice – Anyone know
• Case – Doesn’t work – Troubleshoot
• Rant – Angry – Annoyed
• Rave – Thanks
21 Helping Customers in Social Erling Amundson @XDstrategy
Prior7zed Rules In the Social Hub
AutomaWon Priority Rules
• Spam
• Fraud • News • Support MenWons
• Engageable Raves Classify & Route
• Enable people to respond to quesWons and issues • Engage with customers and help them
22
Helping Customers in Social Erling Amundson @XDstrategy
24
What are the
Pajerns & Themes that are emerging right now
Helping Customers in Social Erling Amundson @XDstrategy
Social Sen7ment Trend
25
0 5 10 15 20 25 30 35 40
-‐40% -‐20% 0% 20% 40% 60% 80% 100%
Ac7o
nable In
ternet M
en7o
ns
Net Social Sen7
men
t
Net Social Sen7ment™ : Segment Name [Product A + Product B]
AIMs NSS
NegaWve
19%
Sept ‘14 Sen7ments
Net Social SenWment™ is a snapshot of social media altudes which is calculated using AcWonable Internet MenWons from customers, prospects and partners. It includes Twijer, Facebook, Forums (including Spiceworks & Reddit), and Blogs.
Net Social SenWment
September ‘14 31%
Upward Trend
Net Social SenWment
August ‘14 24%
Promoters sharing BE 3600 Appliance
Bolstering Data ProtecWon Leadership in India with New Backup Exec 2014
0 200 400 600 800 1000 1200 1400 1600 1800
0%
10%
20%
30%
40%
50%
60%
70%
February '14 March '14 April '14 May '14 June '14 July '14 August '14 September '14
Ac7o
nable Internet M
en7o
ns
Net Social Sen
7men
t
Month Wise Net Social Sen7ment
AIMs NSS
49% PosiWve
Neutral
32%
Helping Customers in Social Erling Amundson @XDstrategy
Social Conversa7on Drivers
26
I Install I Use I Renew I Am Aware I Shop I Buy I Receive
AWARENESS 725 posts
-‐ People share and retweet about Product Accelerator quesWons the value of storage-‐based snapshot integraWon from CompeWtor ‘C’
-‐ Promoters sharing Product 2014 Bejer Faster Stronger -‐ Promoters sharing informaWon on
Bolstering Data ProtecWon Leadership in India with New Product 2014
-‐ Promoters share informaWon on Product V-‐Ray EdiWon -‐ Promoters share news and informaWon on
Product 2014 Service Pack 1 release -‐ Promoters share videos on the new Product 2014 -‐ Promoters share Product 3600 appliance -‐ Promoters share informaWon on how
Product can save your business SHOP 6 posts
-‐ Detractors share informaWon on how and why Product X is bejer than Product Y
-‐ Detractors suggesWng Product user moving to use compeWtor products
USE 81 posts
-‐ User having Product issues -‐ Product unable to recover data -‐ Product failing with errors -‐ Product running out of space, not working like before
OVERALL Most conversaWons in social for September 2014 was on product awareness, people sharing informaWon on our products, best pracWces arWcles and videos. As usual people also shared both posiWve and negaWve views of our products. Product retweets contributed to a lot of posiWves with detractors and product issues added a few negaWves for the month.
Helping Customers in Social Erling Amundson @XDstrategy
Copyright © 2014 Symantec CorporaWon 29
“The idea of newsjacking is quite simple: It is the art and science of injecWng your ideas into breaking news, in real Wme, in order to generate social ajenWon and media coverage for yourself or your business.”
Annual or Quarterly Plan Roadmap Planning
Plan Development Product Marke7ng
Campaigns
Content
Digital Marke7ng
Symantec.com
Paid Media
Social Media
Annual Campaign Planning
Plan Development
Plan Development
Plan Development
Plan Development
Plan Development
Launch
Launch
Launch
Launch
Launch
Launch
Launch
Execu7on
Execu7on
Execu7on
Execu7on
Execu7on
Plan Development Execu7on
31 Helping Customers in Social Erling Amundson @XDstrategy
32
Brand Goals
Customer Interests
Relevancy =
Sharable, engaging ideas and values
IdenWfy relevancy with social listening data
Content, Listening and Trends Customer-‐centric content delights and adds value at every stage of the purchasing journey and key moments of truth.
Helping Customers in Social Erling Amundson @XDstrategy
The 24-‐Hour News Cycle Responsive, Agile, Real-‐?me Marke?ng
33
INTERE
ST
TIME
BREAKING News
Journalists scramble for addi7onal informa7on
Public Excitement
Grows
Peak
Old News
Done
Brand Goals Customer Interests
Begin Publishing Brand Content
Before During A\er
Adopted from David Meerman Scoj
Helping Customers in Social Erling Amundson @XDstrategy
Brand Goals Roadmap Planning
Campaigns
Content
Digital Marke7ng
Symantec.com
Paid Media
Social Media
Fast Cycles SupporWng Overall Goals
35
Sprint Planning Sprint
Sprint Planning Sprint
Sprint Planning Sprint
Sprint Planning Sprint
Sprint Planning Sprint
Sprint Planning Sprint
Demo
Demo
Demo
Demo
Demo
Demo
Retro
Retro
Retro
Retro
Retro
Retro
Sprint
Sprint
Sprint
Sprint
Sprint
Sprint
Sprint Planning
Sprint Planning
Sprint Planning
Sprint Planning
Sprint Planning
Sprint Planning
Demo
Demo
Demo
Demo
Demo
Demo
Retro
Retro
Retro
Retro
Retro
Retro
Brand voice. Core themes & messages Events: CES, customer conference Product launch plan
Helping Customers in Social Erling Amundson @XDstrategy
36
Update Backlog
Sprint Planning Sprint
Daily Stand-‐up Sprint
Review
Sprint Retrospec7ve 1 day
2-‐4 weeks
Helping Customers in Social Erling Amundson @XDstrategy
Global Listening
A Typical Scenario
BREAKING Alert
Situa7on Analysis: Part 1
Review & Repeat as needed
16H 12H
Review & create content as needed
8H
Always On Listening and Analysis • Campaigns, Events, Customer Care, Trends
Situa7on Analysis: Part 2
0H
Helping Customers in Social Erling Amundson @XDstrategy
40
Example: Real-‐7me Response Marke7ng Crea?ng content to answer your customers ques?ons in real-‐?me
IT security is cost center, not a profit center, how to balance it?
“ 36k Impressions 564 engagements
Why don’t they spend enough money on IT security?
“ 102k Impressions
2,542 engagements
Should the companies upgrade their Network Infrastructure?
“ 318k Impressions
24,350 engagements
Helping Customers in Social Erling Amundson @XDstrategy
Momentum Marke7ng Avg. MarkeWng OpportuniWes: 4
Reach: 2.8M Engagement: 85,000
Total impact for 1 month
Marke7ng Opportunity Avg. reach per post : 140K
Engagement Rate per post : 2.86% DuraWon of markeWng opportunity is 7 days
Support Opportuni7es Reach: 5,368
Engagement: 4,478
Social Support, Momentum Marke7ng & Tradi7onal Marke7ng Campaigns
Social Support Item Reach per response : 1
Engagement per response: 85% DuraWon of impact for 1 day
Total impact for 1 month
Marke7ng Campaigns Reach: 3.5M
Engagement: 47,000
Total impact for 1 month
Marke7ng Campaigns Avg. reach per post : 87K
Engagement Rate per post: 1.15% Avg. duraWon of markeWng campaign is 3 months
1: Listen to Create
• Use insights in a fast loop with markeWng.
• Let insights drive the decision-‐making & creaWve process.
• The faster the loop, the faster you can deliver a relevant message.
42 Helping Customers in Social Erling Amundson @XDstrategy
2: Provide Clear Brand Guidelines
• Have clear but flexible brand guidelines.
• Enable teams to create content in real-‐Wme that fits with the brand strategy.
43 Helping Customers in Social Erling Amundson @XDstrategy
3: Create Your Own Momentum
• Learn what topics are most relevant for your customers.
• Find new ways to create content that sparks a moment for your brand.
• Build on your success with ‘Yes, and…’ thinking.
44 Helping Customers in Social Erling Amundson @XDstrategy
Be Helpful Just like in Improv:
• Listen acWvely • Respond quickly • Make others look good
45 Helping Customers in Social Erling Amundson @XDstrategy
QuesWons? Thanks!
Copyright © 2014 Symantec Corpora7on. All rights reserved. Symantec and the Symantec Logo are trademarks or registered trademarks of Symantec CorporaWon or its affiliates in the U.S. and other countries. Other names may be trademarks of their respecWve owners.
This document is provided for informaWonal purposes only and is not intended as adverWsing. All warranWes relaWng to the informaWon in this document, either express or implied, are disclaimed to the maximum extent allowed by law. The informaWon in this document is subject to change without noWce.
Erling Amundson Senior Manager Social Insights @XDstrategy