Post on 30-Oct-2014
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FEI: Voice of Customer Summit Social Media for Customer Driven Innovation
Scott HirschVP of Business Development
May 3, 2010
Agenda • About Me!
• Current State: Social Media As a Tool!
• Future State: Social Business and Customer Collaboration!
• “The Power of Like” and the Rise of Facebook!
• Social Commerce: A Disruptive Innovation on the Horizon!
• Questions and Answers!
About Me
Scott Hirsch VP of Business Development Get Satisfaction scotth@getsatisfaction.com
Social CRM is neither social nor CRM … discuss
The Future Is Social Business
Value of Social Media
Where I come from …
7 years in Non-profit/Public Sector
Haas School of Business @ Berkeley - Product Design and Development - Haas Social Venture Competition
Adaptive Path – User Experience Design Firm - Really skeptical of traditional customer “research” - The power Contextual inquiry
Management Innovation Group – Boutique Strategy Firm - Pioneered of internal collaboration tools/process - Early stages of social media
"Long-term commitment to new learning and new
philosophy is required of any management that seeks
transformation. The timid and the fainthearted, and the people that expect quick results, are doomed to
disappointment.“ -- W. EDWARDS DEMING !
The Story of Enterprise 2.0 and Social Media Was Foreseen Many Years Ago
Macroforces change
Relationships
Honesty Openness
Willingness
(transparency)
How do you sleep well at night?
to
One
One
Openness, honesty, and willingness (transparency)
Many Many
Social Media is Not New
User Forms
Forums are some of the oldest technology on the web
Social Media is Not a Destination
Frank Eliason –Starts responding to support-related tweets under the user name: ComcastCares
The innovation here came from the brand’s willingness to pro-actively reach out to customers with service/support issues
Social Media is Not “Yours”
Customers create community around the things that they care about.
The obligation is on Companies to claim their space
Innovation here is create social media “spaces” that customers want to engage around.
Social Media is Not Just a Channel or Two
New platforms will continue to emerge.
The trick is knowing how to assess relevance.
Innovation here is to know what channels matter to your business … not being afraid to engage
Above All, Social Media Is Just a Tool … The Value is in the Conversation
Analogy:
The telephone transformed business … but the telephone didn’t create value.
The ability to converse over distance in real-time created value. The telephone was just a tool.
Taking it a step further, email transformed business by documenting conversations
Social media transforms business by enabling many-to-many conversations between customers and brands.
Product
Service / Support Sales
R&D Marketing
Here’s Why You Should Care … VOC Conversations Have Value Everywhere
Crowd-sourced Ideas
Self-serve Set-up
Social Ads
Advocacy Feature Voting
Where is the Conversation in Social Media?
Reach! Conversational Structure!
Business Relevance!
Forums! Walled destination! Two-way, but closed! Service / Support!R&D!
Blogs! Readers, but good SEO!
One-to-many except in comments!
Product!Marketing !
Twitter! Followers! Broadcast, not conversation!
Service / Support!PR … Marketing? !
Facebook! Social Graph of “People like me”!
Conversational, but closed to Facebook!
Marketing!Sales!
Yelp Foursquare!
Locally powerful! Broadcast! Marketing !Sales!
Get Satisfaction innovates by aggregating multiple social media channels into one social platform
Get Satisfaction is a platform for: • Encouraging conversation in your social web channels:
Facebook, Twitter, and on your website. • Aggregating the knowledge created by these
conversations into one social platform. • Facilitating use of customer knowledge across disciplines
(service, support, marketing, sales, R&D, etc.). • Using this insight to create value both internally and for
your customers. • Social Business delivers ROI for social media
Encourage Conversation!
Create Value!Use Across Disciplines!
Aggregate Knowledge!
Social Business is the Next Step
Mint.com Problem Statement • Mint was experiencing exponential user growth • Product roadmap was aggressive and in need of user
input for prioritization • Tier 1 support was a user forum with poor search
functionality and low adoption • Tier 2 support was email – backlog sometimes
approached 2 weeks • Due to nature of support questions, peer-to-peer support
was critical for success
Encourage Conversation!
Create Value!Use Across Disciplines!
Aggregate Knowledge!
Get Satisfaction Case Study
Best Practices • Use a conversational, easy-to-navigate medium • Forums don’t work … up to 50% of customers
immediately navigate away.
Encourage Conversation!
Encourage Conversation
Not a forum taxonomy Call to action is very
simply “ask a question”
Aggregate Knowledge!
Aggregate Knowledge
Best Practices • Aggregate the knowledge created by these
conversations into one platform with natural language search.
• Integrate social knowledge into your system of record (e.g., Salesforce.com, Parature, etc.)
Use Across Disciplines!
Use Across Disciplines
Best Practices • Cross-functional
involvement in the conversation
• Providing an “official answer” when there is one
• Open-ness and transparency build brand and goodwill (marketing benefit)
Create Value!Create Value
Best Practices • Use a platform that will aggregate even more customer
conversation (open, optimized for search engines) • Delivers value to marketing (SEO) and service/support
… as well as to customers by providing answers to questions
Basic Facebook Stats
• Facebook is big and getting bigger … 400M users, 50% return daily, 25min session time, 100M mobile users
• Only 4 of the top 30 fan pages are brands
• But … 10 of the 30 fastest growing fan pages are brands
What does this mean?
• Your most social customers are on Facebook - Real people talking about things they are passionate about
• Facebook’s social graph is representative of strong relationships and support viral effects!
• “People like me” are your brand’s best advocates/promoters
22
Let’s Talk About Facebook
• The Wall changes quickly (limited exposure of valuable content to fans)
• There is no search function (costly, repetitive responses)
• The content has no permanence (limited value to internal teams/systems)
• Content is not optimized for SEO (limited leverage of user generated content)
23
Managing Customer Engagement on Fan Pages Presents Challenges
24
The Get Satisfaction Facebook Overview
Consumers post questions, problems, ideas, and praise And display the
brand’s response
We search for answers Content is
liberated from Facebook
Engaged customers are loyal customers 25
We Make the Fan Page Create More Value
Encourage Conversation!
Create Value!
Use Across Disciplines!
Aggregate Knowledge!
• GS is designed for productive conversations - Questions, problems, ideas, and praise
• Customer conversations are transformed - Into multi-purpose, re-usable, searchable knowledge
• Fan page content is hosted in GS, not Facebook - Can be shared internally or pushed to your web site
• Social knowledge benefits the whole organization - Service, support, consumer relations, marketing, sales
26
Social CRM: Convergence is Coming!
Next on the horizon • Social Currency – Cross-platform reputation • Social Commerce • Conversational Advertising
There is less trust of big companies, more trust of “People Like Me” (Edelman)
27
Social Business Trends
67% of consumer purchases are primarily influenced by Word of Mouth (McKinsey)
What does this mean for Ecommerce? • From Efficiency (eBay) to Experience (Zappos) • From Transactions (Overstock) to Relationships
(Gilt.com) • One-to-many Customer Service is the New
Marketing
Problem: How to leverage Word of Mouth Marketing in eCommerce
28
Opportunity: UGC to drive Word of Mouth Marketing
UGC Evolution: Ratings/Reviews -> Q&A -> ? “The marginal value of each additional product review approaches zero”
– anonymous CPG executive Conversations! • Service Reps become sales people • Customers answer each other’s product questions;
champions/advocates can be rewarded • Brand/product advocates emerge and their content
can be syndicated other places
Free yourself from Google! Community content is also a great driver of SEO
29
What’s the Value of Advocate Content?
Target Social Content Inventory for Ads
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Thank You!
Scott Hirsch VP of Business Development Get Satisfaction scotth@getsatisfaction.com