Capgemini Social Media Management Attensity Presentation

“Acquire to Inspire” June 2012

Social Media Engagement

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BPO | Social Media Management

© Copyright Capgemini 2011 All Rights Reserved

The Hyper-connected World

If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends. – Jeff Bezos, CEO at amazon.com

In today’s competitive business environment where a customer can take their business to your competitor with the click of a mouse, knowing and predicting what customers want, and then engaging them on that basis, becomes a lynchpin to success. Paul Cole, SVP Customer Operations Management, Capgemini

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Hyper-Connected World – Key priorities

McKinsey Global Survey – Minding your Digital Business

Customer Insights and Customer service driving the top most priorities for companies.

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How Fast do you expect companies to Respond to a post on their Brand

FB page

51% within the same day

How Fast do you expect companies to Respond to a tweet on their Brand

Twitter page

53% within 2 hours

Hyper-Connected World – Key priorities

Consumer Views of Live Help Online 2012, A Global Perspective, Oracle

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Market Maturity

Most Companies at Level 1-2

Source: Cisco, The Social Customer

Early Adopters – Starbucks, Comcast, Best Buy, among others.

Leaders like Zappos, LL Bean and a few others

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Social Media and the Customer Lifecycle

Reach

Customer Lifecycle

Acquire Develop Retain Listen / Inspire

Generate Awareness Proactive Messaging

Reward Social Media Engagement

Convert Neutral perceptions into

positive outcomes

Proactive resolutions published

Leverage brand advocacy across the community.

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Value Chain for leveraging the Potential of Social Media in understanding the consumers/end users

Monitor Analyze Response

Listening & Monitoring of conversations

• Brand/Product information

• Sentiment • Conversation Themes

Deep Customer Analytics

• Competitive Benchmarking • Purchasing Patterns • Root Cause Analysis • Price sensitivity

Social Media Engagement

• Engage in product conversations

• Convert Neutral Conversations • Problem Resolution • Social 911 (Disaster Recovery)

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Develop – Customer Insights

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Consumer Products – Sports Video Game

Objective

• Are there any conversations about the product in Social Media?

• Correlate the Marketing events to Social Media buzz?

• What are the reviews of the product, during Demo and actual Launch?

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Volume by Game: Overall and Languages

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Volume by Game: Trend Comparison

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Key Sentiment Drivers into Action

87% Positive 13% Negative

X12 tactical is the worst idea ever, very hard to play

Positive

Official X12 Soundtrack Is Filled with Breakthrough Hits

played X12 demo.....cant wait for the full version... !!

Negative

Don't think I'm going to buy X12, the game play was terrible on the demo

Leverage positives as testimonials and revenue generation opportunities

Control the messaging by understanding the negative comments.

http://www.twitter.com/

http://www.twitter.com/

http://www.facebook.com/

http://www.blogger.com/

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Gamer Generated Content

Breakdown of X12 Gamer Generated Content

Breakdown of Z12 Gamer Generated Content Vs.

Pre Sales feedback can be leveraged to convert desire to purchase

Drill down into who is buying the competitions product and why

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Volume by Game: Retail Connection

Campaign effectiveness by retailer.

Push targeted content by retailer.

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Outcomes

• There are a significant number of conversations taking place about the product.

• 37% of the conversations revolve around a desire to play the new product.

• Focus spend on marketing events that cause the most social buzz.

• Identified 2-3 different best practices from the competition.

• Control the messaging around certain game features.

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Develop, Retain & Inspire – Response Model

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Financial services – Under Banked Cards, Q, X, Y & Z

Objective

• Are there any conversations about our products in Social Media?

• What are these conversations about?

• Who are the people talking about us?

• What can we do to address them?

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Social Media Respond

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Data and Noise Overload

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Decision Tree

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Convert Data Overload to Actionable Insights

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Outcomes

• There are a significant number of conversations taking place, growing at a rapid 22% month over month.

• 70% of their conversations revolve around Product queries and transaction issues

• 15%-20% of these conversations were negative in nature, with a potential to significantly impact the brand.

• 100% engagement of all product related and customer service related issues.

• Identified key influencers in unknown or new market segments that could generate new revenue streams.

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Capgemini Social Media Management Solutions

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© Copyright Capgemini 2011 All Rights Reserved The information contained in this presentation is proprietary. ©2011 Capgemini. All rights reserved

Rohit Kapoor T: @rohkapx1 C: +1.512.586.5093 E: [email protected]

If you have any comments or questions, please contact Rohit Kapoor or Attensity:

Rohit Kapoor +1.512.586.5093 [email protected] @rohkapx1

www.attensity.com Toll Free: (800) 721-0560 Email: [email protected] Follow us on Twitter: @Attensity http://twitter.com/attensity Upcoming & Archived Webinars http://bit.ly/Attensity_Webinars

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Capgemini Social Media Management Attensity Presentation