The document provides strategies for unlocking the real value of social media and connected customers. It discusses that social media tools are not business strategies on their own. It then outlines 5 tangible strategies: [1] Listen to online conversations; [2] Talk and provide valuable content; [3] Support customers through social media customer service; [4] Energize brand advocates; and [5] Embrace customer feedback to improve products. The presentation aims to show how these strategies can help businesses move from just acquiring fans to achieving real business goals through an engaged social community.
1) President Obama was elected in 2008 in part because he inspired advocacy through authentic engagement online, raising over $500 million with many small donations.
2) Advocates are passionate supporters who spread information about brands they love through their trusted social circles, inspiring others to action.
3) While influencers promote brands for incentives, advocates genuinely love the brand and tell others without expectation of personal gain, creating long-term loyalty for companies that value customers.
The secret to 10,000 likes? Running a social media campaign with UX and behav...Yuan Wang
What happens when you team an experimental economist, UX practitioners and a stand-up comedian to run a social media campaign to drive engagement and lead generation? We will demonstrate how we went about attempting to achieve our target of 10,000 likes in a social media campaign by combining UX research and behavioural nudges with lots of creative juices – what a typical week during the campaign looks like, our successes and failures, and most importantly, our learnings and how they can help other practitioners make an impact in the digital strategy space. Presented at UX Australia 2015 by Yuan Wang, Creative Director of Melbourne digital agency Yump.
We were delighted to be joined by the CEB and sales leaders in Stockholm for a 'social selling' breakfast packed full of insight on leading with warm introductions and team selling.
How to Boost Brand Conversation on Social MediaBryan Blackburn
This webinar discusses how to boost brand conversation on social media. The agenda includes discussing the value of user-generated content, using hashtags for visibility, the importance of social listening to identify peak engagement times and influencers, creating an effective social media strategy using different content types and channels, and a checklist. The presentation encourages diversifying content across channels like photos, videos, infographics and GIFs while driving traffic to websites and live displays.
The document discusses social media marketing strategies for businesses. It outlines various social media platforms like Facebook, Twitter, Google+, YouTube, Pinterest, and LinkedIn and strategies for each platform, such as creating engaging content and communities. The goals of social media marketing are to foster awareness, drive traffic and sales, build loyalty, and gain insights. Proper positioning, promoting, packaging, and partnering are emphasized for an effective social media presence.
The document provides 70 social media content ideas for businesses to use on their social media channels. The ideas include sharing how the business started, behind the scenes content, quotes, tips, successes, interviews, competitions, how-to guides, client spotlights, promotions, recapping the week, hosting polls, answering FAQs, announcements, employee spotlights, checklists, videos, asking for feedback, time-saving tips, seasonal posts, and expressing gratitude. The document is created by Mitchell and Stones to help clients manage their social media consistently and effectively.
Top 10 Content Marketing Tips for Financial AdvisorsFinworx
Whether you're a content marketing expert or a digital novice, these quick tips will help you get the most out of your content marketing. Join the digital world as a financial advisor with a little help from BPV Capital Management!
Social media has evolved, and it's more difficult than ever to grab your audience's attention. The key to cutting through your competition is to create sharable content and a robust delivery strategy, including a strong emphasis on paid social media.
Little Arrows is an Los Angeles based social media agency that's passionate about social media that drives real creative results. By putting social first, we help our clients over-perform in terms of organic reach, sharable content, and great paid media results.
Learn more at http://littlearrows.com.
Newsflash, Marketers Can Still Achieve Success With Organic: An OverviewFalcon.io
It’s no secret that social media is becoming increasingly pay-to-play. But while paid social is an effective way to grow your social presence and generate leads, it’s certainly not the only way. When it comes to organic marketing, brands want to know what works and what doesn’t. There are so many different ways to see success on social media. With a plethora of platforms and strategies to test out, pinpointing the best strategy for your business can be a daunting task. However, there are brands out there winning with organic social tactics. This session aims to show & tell features and experiments worth trying across Facebook, Instagram, Twitter, LinkedIn, YouTube and TikTok so that you can ramp up your organic social media strategy. You’ll learn:
Why you can still win big on organic
How to run tests on organic like a pro
Who to surround yourself with for organic success
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
This document discusses shopping behaviors and consumer trends in the US. It finds that while consumers remain cautious due to economic concerns, many are cautiously optimistic about an economic recovery. Consumers are experimenting more with store brands but still have emotional attachments to national brands. The majority of shoppers now use digital tools and mobile apps to research products and prices before shopping. Health and wellness are increasingly important to consumers, and many are willing to pay more for healthier options. The document recommends that companies focus on non-price triggers to build long-term brand loyalty.
The nomenclature of content marketing, wtf uk content marketing, november 2016Digiday
The document discusses different types of content marketing and how to create valuable content. It defines terms like content marketing, native advertising, and influencer marketing. It provides tips for understanding audiences, finding what they want, choosing appropriate content types and formats, answering questions, capturing attention with sticky ideas, educating and inspiring readers, building loyal followings, and treating content as a business asset. The overall message is that creating valuable content requires understanding audiences and providing real value in exchange for their attention.
This document provides tips for using LinkedIn to transform B2B marketing. It discusses how LinkedIn allows direct access to profiles of 15 million potential customers and is a trusted source. It recommends tactics like building a compelling profile with a photo and recommendations, connecting with contacts and joining relevant groups, using InMail and advanced search, and advertising to distribute content. The document advises thinking like a journalist by using concise headlines, integrating LinkedIn Pulse and Slideshare, showcasing company pages, and using images and video which have higher engagement rates. In summary, it notes LinkedIn provides exceptional reach, access to customer data, and a trusted environment for reaching prospects early in the sales funnel.
Customer Blueprints for Success: Transforming your Sales Organisation - Sales...LinkedIn Sales Solutions
This document discusses key principles for transforming a sales organization into a social selling organization: awareness, education, and reinforcement. It highlights the importance of executive sponsorship, targeted pilots, and dedicated resources to build awareness. Education involves energizing all salespeople through social media strategies and championing social selling. Reinforcement requires thorough adoption plans, sales management involvement to drive accountability, and using tools like CRM to monitor activity and turn leads into pipeline. The document advocates these three principles as blueprints for success when transforming a sales organization.
Does Social Media Really Work for B2B: How B2B Businesses Can Employ Social M...Alex Milo, CSCP, CPL
Social media is dominant in B2C. In B2B social media has been slow to be accepted and adopted. Maybe it's because B2B may not be as easy to "Tweet" or "Like". But that's the wrong way to think. Instead, look at what social media does. It distributes information quickly and engages prospects. And it does both quickly. Social media is not a fad. It is trending and that trend is expanding. To improve your marketing results, B2B companies should use social media now. Why? Becasue it works.
Topics covered:
Social Media, Personal Branding and the New Age of Communication
Social Media Best Practices for Regulated Industries
“Do’s” and “Don’ts” of Social Media
Creating a Social Media Plan with Zest
This document outlines an approach to content marketing for sales. It discusses focusing content on customers' problems rather than products. It then provides details on a prospect engagement funnel that uses content in online communities, email marketing, and sales cycles to move prospects through stages from new contact to closed sale. Finally, it discusses customizing content by industry, role, pain points, and sales stage to most effectively engage prospects.
The document summarizes a social selling roadshow event hosted by LinkedIn. It includes an agenda for the event with sessions on the state of sales, modern sales practices, and the future of sales using LinkedIn tools. The state of sales keynote discusses findings from LinkedIn's global sales survey that conventional sales tactics are losing deals. The modern sales in practice session provides examples of using social signals, engagement tools, and targeting full buying committees. The future of sales with LinkedIn session demonstrates upcoming collaboration features within Sales Navigator to help sales teams work together more effectively.
Look who's talking to the boss about roi now part iiFalcon.io
The document discusses how to communicate ROI from social media programs to different types of bosses. It provides tips for laying clear foundations by setting goals aligned with business strategy. Communicate simply by using shared terms and KPIs. Be confident in the value of social media and track results consistently to demonstrate ROI over time. Finally, it offers advice for addressing different boss types like doubters or those focused on lead generation.
Learn more about social selling at http://linkd.in/1byEPQ2.
Digital disruption has revolutionized the sales and marketing landscape--72% of buyers use social media to research before making a purchase, and 81% of buyers are more likely to engage with a strong professional brand. To reach buyers, sales and marketing teams must align themselves to create a compelling social media presence.
Join LinkedIn and Oracle Marketing Cloud as we draw back the curtain and explore how to bridge the divide between sales and marketing.
You'll learn:
--Why social selling is important and valuable to both sales and marketing
--Which team is responsible for owning social selling
--How to implement a social selling strategy across both teams
This study evaluated the incidence of thyroid dysfunction in patients receiving radiotherapy (RT) or chemoradiotherapy (chemo-RT) for non-thyroid head and neck cancers. The study found that 20% of patients developed subclinical hypothyroidism, with most cases occurring within 6-12 months after treatment completion. Patients with hypopharyngeal tumors, T3 stage, N2 nodal involvement, or stage IV disease had a higher risk of developing subclinical hypothyroidism. While no patients showed clinical signs of hypothyroidism, many reported fatigue, indicating potential future overt hypothyroidism. Close monitoring of thyroid function was recommended.
The document provides information about Auchinairn Primary School and Nursery. It includes:
1) A welcome message from the Headteacher introducing the school handbook and emphasizing the importance of partnership between the school and parents.
2) An overview of the school including its aims, curriculum, staff, hours of operation, and calendar.
3) Contact information for the school and a brief description of its facilities and programs.
The document provides tips for job seekers on interview techniques to help land a job. It recommends active networking over passive job searching and customizing cover letters and resumes for each employer by focusing on how the applicant can help meet the company's needs. Thorough preparation is key, such as researching the company and interviewers. Proper interview attire, materials, and etiquette are also covered to make a strong, polished impression. The document concludes with tips on asking for the job, next steps, and following up with a thank you note.
This document provides reference information about tasks for managing and participating in IBM Lotus Sametime meetings using meeting rooms that can open in a Sametime window or in a web browser. It outlines basic tasks like starting a meeting, sharing content, and inviting others. It also covers more advanced tasks for meeting owners like setting permissions, editing room information, and creating reports. The document is intended to help users get up and running quickly with Sametime meetings.
A Strategic Model for Product Diversification and Broker Revenue Enhancementbjgilbert
The document discusses a strategic consulting practice that helps brokers diversify their revenue streams by expanding their product offerings to clients. It details how the consulting firm conducted an audit that revealed clients were purchasing multiple ancillary services, like bill repricing and wellness programs. This presented an opportunity for brokers to act as the primary client contact and generate additional fees by placing these services themselves rather than ceding control to third-party administrators. The firm then helped a broker implement a turn-key strategy to place bill repricing and other services for 10,000 covered lives, generating an additional $60,000 in revenues with no disruption to clients.
This document discusses various technologies for storing files including websites, hard drives, flash drives, memory cards, computers, disks, and floppy disks. The cost of file storage ranges from $10 for a flash drive to $300 for other storage devices. Hard drives and computers generally offer the most storage space for files. References are provided for learning more about storage technologies and costs.
Amazon began as an online bookseller shipping from Jeff Bezos' garage in 1995. It now sells a huge variety of products and owns patents related to e-commerce processes. Amazon runs its massive operations on Linux databases totaling over 50 terabytes of storage. It uses these databases to power customer queries, store purchase histories, and integrate data across its systems as it pursues its goal of being the most customer-centric online retailer.
The BEAC Annual Meeting document summarizes the awards presented at the meeting. Committee Service Awards were presented to Frank Priznar for his leadership of the Ethics Committee, Herb Marshall for the Certification Committee, and Judi Harris for the Examination Committee. Distinguished Service Awards were given to Lincoln Romain and Jerry Atlas for their six years of service on the BEAC Board of Directors. Mark Schwarz received a Leadership award for his service as the 2009 BEAC Board Chairman.
The student blood drive will be held on February 26th and students 16 years old or older can donate blood but those 16 will need parent permission. While only 3 out of every 100 people donate blood, there is a need for more donations to save lives today.
The document discusses determining the position of a point relative to a circle. It provides the equation for a circle and explains that a point can be inside, outside, or on the curve of the circle. Examples are given to demonstrate how to calculate the position of a point using the circle equation and comparing it to the radius. The document concludes by thanking the audience.
The tutorial demonstrates how to simulate high resolution clothing meshes using nCloth. It covers converting lower resolution meshes to nCloth, setting them up as influence objects for a high resolution wrap deformer. It also describes identifying and resolving simulation issues like inaccurate collisions. Key steps include converting a low resolution pants mesh to nCloth, setting the Nucleus solver attributes, converting a body mesh to a passive collider, and constraining the pants with a point constraint to simulate them in a static stance.
Decades ago, Peter Drucker was invited to address the senior management team at General Motors, he asked them a simple, but penetrating question: “Why should I buy a GM car?”
Many senior executives attempted to answer that simple question but, nobody was able to give a convincing answer! The senior managers at General Motors had unlearnt the art of winning customers by not being able to answer the simple question - “Why should I buy a GM car?” But they kept introducing more and more new models which less and less customers bought. And that was the prelude to GM’s decline and bankruptcy.
That question still resonates for every business including Indian Pharma. I wonder how many field sales people - Medical Reps and their managers can answer the question - Why Should the Doctor Rx Your Product? Having a clear answer to that question is the key to winning customers - be they doctors, chemists, distributors or hospitals.
As companies grow larger, hierarchies are created and sales processes like CRM/SFA evolve and become embedded. In the absence of a dynamic top leadership, hierarchy and processes become rigid and difficult to change even though rapidly changing market dynamics demand that they do. Bureaucracy slows down customer-centric decision making and inaction becomes part of the organisation's culture. The emphasis shifts from developing employees and winning customers to launching products and hitting numbers.
Peter Drucker rarely blamed individuals; he saw root causes in the design of organizations—in their structures, processes, norms, and routines. He would ask leaders a few provocative questions: “What is your mission? What should you stop doing? Where has the drive for short-term efficiencies undermined long-term effectiveness? What should be your objectives and guiding principles?”
This document provides instructions for installing and licensing Autodesk DirectConnect 2008. It describes downloading and installing the latest version, and the system requirements. For licensing, it explains that some file formats require licenses, and provides steps to activate the software from a serial number for new customers through an online activation process using the serial number and hardware ID. It also describes advanced licensing procedures like floating licenses.
How to Create a Social Media Road Map For Your BusinessKylie Bartlett
This document provides a 10 step roadmap for creating a social media strategy for a business. The steps include: 1) obtaining stakeholder buy-in, 2) setting goals and KPIs, 3) choosing tactics and metrics, 4) understanding target customers, 5) analyzing competitors, 6) creating personas, 7) establishing policies, 8) training ambassadors, 9) conducting an audit, and 10) creating a roadmap to stay on track. Examples are given for each step to illustrate what should be considered. The overall goal is to systematically engage stakeholders to maximize co-created value through social media.
Care about learning 'The Social Enterprise of 2014' You will find this deck presented by Bhupendra Khanal (CEO, Simplify360) during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
This document discusses how social media is impacting business schools and career development. Some key points:
- 85% of potential MBA students used social media to research schools and many wanted schools to better utilize social media.
- 99% of current students stated social media was "mission critical" and many schools did not offer adequate social media courses.
- The presentation will cover how to use social media for career development and discuss innovative approaches in a crowded graduate recruitment market.
This document discusses using social media for career development. It begins with an overview of how social media has become important for recruitment. Traditionally, job seekers would submit applications without networking. Now, employers use social media to find candidates and expect online profiles. The document recommends using social media to build a personal brand, monitor conversations, identify relevant groups, engage and network, and leverage "attraction-based marketing" rather than just applying to listings. It provides tips on optimizing profiles on blogs, Twitter, LinkedIn and more to differentiate oneself and attract opportunities. Performance should be monitored using various analytics tools.
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring Conference.
Social Media B2B Marketing: Adhesives and Sealants Industry Entwine Inc
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Entwine Inc at the 2010 ASC Conference
Social media insights for newspaper media sales professionalsDebbie Horovitch
Traditional media organizations are struggling to maintain revenue through advertising sales. In May 2012, Big Reach Learning, headed by Maura Hanley hired Social Media Concierge, Debbie Horovitch, founder of Social Sparkle & Shine to create a custom presentation for the media sales professionals of The Globe and Mail, Canada's largest daily business newspaper. Debbie & Maura have both worked for many years as senior level media buyers at advertising agencies, and were able to identify insights for how traditional, digital and editorial sales staff at The Globe and Mail could use social media to gain competitive information and insights and consultative sales information to support INCREASED digital and media sales (volume of $ and inventory). If you would like to discuss app marketing, media sales in the social era, or hire Debbie or Maura to speak at your North American newspaper, contact Debbie at 416-553-2157 or email debbie.horovitch@gmail.com
http://theSparkleAgency.com
Digital Jungle is a leading social influence marketing agency specializing in Chinese and Asian social media solutions. The company is presenting on how social influence marketing uses social media to influence consumer opinions and purchasing decisions. Digital Jungle's approach focuses on delivering compelling ideas that drive participation and loyalty through social media. Examples of successful campaigns for clients such as Lexus, Global Blue, and Alliance Insurance are provided.
Building Leads in Adult Education Using Social MediaShane Haggerty
This document discusses how social media can be used to build leads and grow customers in adult education. It covers why social media is important, how leading companies are shifting to social business models to strengthen customer relationships, and various ways to utilize social media platforms like Facebook and Twitter to engage audiences, establish brands, and develop communities and leads. Specific tactics discussed include using photos and videos on Facebook, running promotions on Twitter, developing online forms and social media groups to generate leads, and the importance of nurturing leads through follow up and personalization.
Champaign County Chamber Social Media 101 & 201 PresentationsShane Haggerty
This document provides an overview of social media marketing strategies presented at a Chamber of Commerce workshop. It discusses using Facebook, Twitter, YouTube and blogging to engage customers and build brands. Key points include using photos and video on Facebook, listening on Twitter, creating YouTube videos, and maintaining blogs for long-form content. The workshop also covers developing human business teams by involving customers and employees on social media.
1. The document provides an overview of social media marketing, including defining it, discussing why it is important, and reviewing the key social media platforms.
2. It discusses best practices for social media marketing, including using engaging content, consistency, regular posting, two-way engagement, optimization, and personalization.
3. The document shares a case study of a tennis club that increased membership by 10% through a successful social media marketing campaign, spending only £24 on Facebook ads.
Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Just when you think you’ve mastered social media… along comes UGC, the “visual web” and SnapChat. We explore practical tips on how to adapt 6 key social media trends.
The document discusses the benefits of using social media for businesses, including engaging customers, learning about audiences, establishing a brand, and providing customer service. It notes that while social media can help businesses, it requires resources like staff time, technology, and money. The document promotes a social media management company called Social Mirror that can help businesses create strategies and content to grow their brand and business through practical and measurable social media use.
The document describes NRG Marketing Group, an established oil and gas marketing company that has been serving the industry for 15 years. In 2011, NRG merged with PetroEvents to combine their marketing solutions and relationships within the oil and gas sector. The company helps clients build their brand and connect with customers through social media management, video production, app creation, and other digital marketing services tailored for the oil and gas industry. They promote networking and collaboration to help clients promote their business and differentiate themselves from competitors.
Social media-marketing-2013-trends-and-best-practicesFlightpath
This document discusses best practices for social media marketing. It emphasizes that social media strategies should be platform-appropriate and integrated with other marketing efforts. It also stresses the importance of consistency, monitoring sentiment and trends, understanding consumer behavior on different platforms, and measuring social media performance through reporting. The overall message is that brands should adopt a comprehensive social media strategy rather than just isolated promotional tactics.
Social Monitor Keynote - London Affiliate Conference 2015 #LAC2015Joakim Nilsson
This document discusses the social media buzz around online sportsbooks in 2014. It finds that Paddy Power was the most mentioned sportsbook, receiving over 3 million mentions. Overall, 3 million unique authors discussed sportsbooks on social media platforms like Twitter in 2014. The document breaks down the types of authors and finds that 89% of sportsbook mentions were on Twitter. It also categorizes and quantifies the most common topics of discussion, such as sports, odds, bonuses and promotions.
Social Monitor keynote - Barcelona Affiliate Conference #BAC2014Joakim Nilsson
In the Social Monitor keynote from Barcelona Affiliate Conference #BAC2014 you'll learn who's talking about sports book brands in the iGaming industry and what are they saying.
Who's talking about your sports book brand today? iGaming Business Super Show...Joakim Nilsson
This document discusses insights from analyzing over 3.5 million sports book brand mentions from 1.4 million unique authors across social media. It finds that 84% of mentions are sports related and 83% are tweets. Twitter is the largest social channel for sports books. It also analyzes sentiment towards brands, finding that Paddy Power's audience more frequently uses profanity while thank you is more common for other brands. The document encourages sports books to empower customers to engage in social conversations to improve their brands' social media presence.
This book review summarizes key points from the book "Rework" by Jason Fried. It recommends learning from success rather than mistakes, and questions the sustainability of a workaholic culture. It also advises keeping meetings productive, staying small and focused, launching products early to fix issues later, ignoring competition and building an audience through teaching rather than ads. The review stresses that marketing is more than just advertising and involves everything a company does. It also suggests doing work yourself before hiring others.
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Social media, beyond the hype
1. Social Media,
beyond the hype.
A presentation on what social media really is, and tangible strategies that brands
and organisations can apply.
Joakim Nilsson
@joakimnilsson
2. FACT:
Today we’ve so many new shiny
things to play with... But Facebook
and Twitter are just tools, they
are not business strategies.
4. Please meet Johnny. He’s been
doing social media for 6 months
now, and he says it’s not working.
5. Peak of inflated expectations (Johnny is here)
Media visibillity
Plateau of productivity (Johnny wants to go here)
Time/Business value
6. I took him a side, I wanted to
show how Social Media tools &
technologies disrupted the
purchase funnel...
8. Today’s purchase funnel
CUSTOMERS
Customers now have a voice to share their
experiences of products and brands.
9. Welcome the Empowered customer
CUSTOMERS
Socially connected customers influence the buying
intentions of other customers and prospects.
10. He looks enlighted!
But my BIG
question to Johnny
was around his
objectives for Social
Media...
11. Facebook fans are good, but they are
not business goals
TO GET MORE
FACEBOOK
FANS!?
BUSINESS
GOALS
OBJECTIVES
STRATEGIES
PROGRAMS
12. Social Media programs starts with
real Business Objectives
MARKET
LEADERS IN
YOUR INDUSTRY?
BUSINESS
MAKE MONEY, GOALS
REDUCE COSTS &
ENHANCE THE
BRAND? OBJECTIVES
EARNING FACEBOOK
FANS SITS HERE!
STRATEGIES
PROGRAMS
13. 5 tangible strategies for unlocking
the real value of social media and
connected customers
1. LISTEN 2. TALK 3. SUPPORT 4. ENERGIZE 5. EMBRACE
15. What do we mean with ”Listen”?
• Monitor the social web and understand what
people say about:
– Your company name
– Your products
– Your competition
– Your industry?
• Identify on which online platforms they are:
– Web forums?
– Twitter?
– Facebook?
– Youtube?
18. Use ”talk” to provide value
• Create content that your customers and
prospects wants
– How can you create value for your
customers/prospects?
– What are their passions and interests?
– What makes them look good?
– Do they trust you, or should someone else speak
for you?
22. Support
• One of the best applications of Listen & Talk is
to create customer service outreach
– Stepping in to discussions and solving problems in
public often exceeds those of you customers
expectations
– Can you get customers to help other customers?
– Makes you prepared in case of an crisis
23. AT&T proved the value of customer
service outreach
• Measured nine financial and relationship
impacts. These values include:
– Call shed, Customer retention, Customer
influence, Site referrals, CSAT, SLA, Early Warning
Radar, Facebook Wall Advocates and Twitter
Followers.
24. Rosetta Stone’s Success Central
The ultimate mission of the Rosetta Stone Customer Success team is simple: To provide
an easy and fun way to socially engage our learners; encouraging happy usage in their
language program.
28. Energize
• Empower your customers and prospects to
spread the word
– Who are your net promoters, the customers most
likely to speak positively about you?
– What can you do to make them speak for you?
• Campaigns
• Incentives
• Web site features
• Shared values & causes
32. Embrace
• Foster advocasy and leverage on customers
feedback
– How can you use your socially connected
customer/prospect base to:
• Test new products
• Give feedback
• Come with new product ideas
• Tell you what’s broken and needs to be fixed
The question often posed to social media practitioners by senior executives is: what's the ROI of Social Media? Here's how AT&T quantified the impact of leveraging social media for customer service.In summer of 2009, AT&T made the decision to address negative sentiment and unresolved customer service issues on the social web. And in just one year, the newly formed AT&T Customer Care Social Media team resolved 21,000 customer issues on various social channels and earned positive sentiment as well as a flood of direct customer feedback through Twitter and Facebook that validated their efforts.Despite impressive results, Senior Leaders still questioned the ROI of Social Media for Customer Service. Normally in a customer service operation, the ROI is avoidance of an expensive customer contact; but there was additional value generated by the Customer Care Social Media Team. What the executives were really asking is "what is the value back to the AT&T brand?" The team along with strategic partner Ant's Eye View created an ROI framework that measured nine financial and relationship impacts. These values include: call shed, customer retention, customer influence, site referrals, CSAT, SLA, Early Warning Radar, Facebook Wall Advocates and Twitter Followers. With these measures in place, AT&T was able to show that social media is, indeed, good for business operations. In 2010, 21,000 customer issues were resolved and more than 37,500 customers were served by the AT&T Customer Cares Social Media Team. By leveraging the ROI framework, AT&T executives received concrete numbers for Social Media Customer Service ROI, as well as additional points of value being generated. Ultimately, these measurements provided a business case for future investment, staffing of AT&T's social media operations and goal setting for the team.
http://groundswelldiscussion.com/groundswell/awards2011/detail.php?id=681The ultimate mission of the Rosetta Stone Customer Success team is simple: To provide an easy and fun way to socially engage our learners; encouraging happy usage in their language program. We recognize that the mission is met by meeting learners on their turf and by providing fast, simple and proactive support solutions. We knew that our existing self-service support portal was not meeting those needs. We revamped and created "Success Central" - a user-friendly and effective online support experience. With a support center that engages our customers in a social atmosphere we are strengthening the relationship with our learning community. Success Central is poised to help us further cultivate 1:1 relationships with our learners in a scalable way, promote our awesome product and the people delivering it. Success supports across all channels, giving our language learners the ability to meet with us where they want; making it easier for learners to engage and help themselves.Since the launch of the newly enhanced support center, visits to the portal have increased by more than 50%; with higher percentages of learners helping themselves in the portal rather than using it solely as a contact reference. Successful searches of articles have more than doubled allowing our customers to self-serve when they want; and FAST.As we roll out new support languages, we are careful to ensure cultural distinction. We recognize that one method for helping a customer in English will not be expressed the same way in Korean. Moreover measures of success are different. Our content is created and managed solely by native speakers to allow for global standards and a stellar customer experience. Now live in two languages, serving the world, and seven languages in the pipeline, Success Central will continue to evolve and grow helping learners around the world to be successful in their language learning.
Kirkland’s Finders Keepers CampaignExecutive SummaryKirkland’s is a leading retailer of home décor, accessories and gifts. In April 2009, we launched an online community, www.MyKirklands.com, to engage Kirkland’s customers and create two-way conversations that centered around their interest in home décor. While the community launch was a success, we knew that it would be a challenge to keep community members engaged and active on MyKirklands.com. Our team of Kirkland’s interior designers share decorating tips online, but we still needed to provide additional content to keep members returning to the site and motivate them to shop at Kirkland’s. Our solution was to create short-term promotions that intersect with the wants and needs of our community members in ways that are familiar but have a slightly unexpected twist. The Finders Keepers game allowed us to share new product information, test the effectiveness of various coupon offers, grow our MyKirklands.com community and email database, and motivate members to shop at Kirkland’s with a coupon incentive – all while encouraging interaction on MyKirklands.com.The Finders Keepers promotion centered around the familiar “I Spy” game with a little bit of a twist. During each day of the 10-day sweepstakes period, a new item would appear in a room full of Kirkland’s merchandise. After viewing the room and a short video in which one of the MyKirklands.com designers shared decorating tips, MyKirklands.com members were offered the opportunity to guess which item in the room was new. All correct guesses were entered into a daily drawing to win the featured item of the day and were entered into a sweepstakes to win all of the Kirkland’s merchandise displayed in the room. Entrants who also shared on Facebook received an additional entry for the daily drawing and the grand prize sweepstakes, as well as a mystery coupon that was different each day. Those who entered an incorrect guess could share on Facebook to receive a mystery coupon and a chance to submit another guess to be entered into the daily drawing and grand prize sweepstakes.The mystery coupons featured different offers ranging from 10% - 20% off and $5 off to $15 off. A different coupon was offered each day. We tracked the number of coupons downloaded and redeemed in order to identify the most effective coupons for increasing store traffic and purchases. This information will be valuable in planning future promotions.The Finders Keepers promotion was successful in meeting all of our objectives and the ROI on the coupons exceeded expectations. The daily mystery coupons drove overall game participation and encouraged repeat players. The short, 10-day promotion period was successful in bringing customers already in the marketing funnel closer to the brand. The coupon incentive induced entrants to share on Facebook and invite their friends to join MyKirklands.com and play the Finders Keepers game.In just 10 days, the Finders Keepers promotion attracted 54,287 new MyKirklands.com members and resulted in 11,580 net new emails and 134,109 Facebook shares. The total revenue generated from the coupons exceeded expectations for the 10-day period. Objectives• Increase the number of MyKirklands.com members• Encourage member interaction on MyKirklands.com• Grow customer email database• Raise brand awareness of Kirkland’s on Facebook• Increase store traffic with an incentive for community members to shopChallengeOur challenge was to increase store traffic and MyKirklands.com online community members in a way that intersects with the interests and natural web usage patterns of our customers and encourages interaction. Since the MyKirklands.com online community was launched, we’ve learned that our members love two things: games and coupons. We needed to find a solution that would be engaging and measurable while creating a deeper brand experience for Kirkland’s customers. We also wanted to create an opportunity to test various coupon offers to see which ones are most effective at generating in-store sales.StrategyOur strategy was to create a promotion that connected with the interests and needs of our customer in a way that matched their natural media rhythms and increase engagement with MyKirklands.com members. Since we knew MyKirklands.com members enjoy playing games and are motivated to shop by incentives such as coupons, we designed a 10-day promotion based on the familiar “I Spy” game. The game was developed to offer an opportunity to win each day to encourage repeat visits to My Kirklands.com and bring those customers closer to the brand.Tactics• Finders Keepers Sweepstakes: The Finders Keepers Sweepstakes was fashioned around the concept of the popular “I Spy” game, so it was familiar to customers yet had an interesting twist. Our MyKirklands.com design team created a room full of Kirkland’s merchandise and each day a new item was added to the room. • On each day of the 10-day sweepstakes period, MyKirklands.com members could watch a short video and view the room, then guess which item in the room was new. Participants who guessed correctly were entered into the Grand Prize drawing and received a “mystery” coupon. They were also entered into a daily drawing to win the product that had been added to the room that day. • Entrants who submitted the wrong answer could share on Facebook to receive a mystery coupon and an opportunity to enter another guess in the Finders Keepers game. • The mystery coupons were different each day so that we could test various offers for effectiveness at motivating customers to shop and redeem their coupons. The coupon offers ranged from 10% to 20% off and $5 off to $15 off a minimum purchase. • The Grand Prize included all of the Kirkland’s merchandise in the Finders Keepers room – more than 35 items. • There were 10 daily drawing winners of a featured Kirkland’s product and one Grand Prize winner who won all of the items in the room.• Designer Quick Tips and Product Info: We created short videos of the MyKirklands.com interior designers sharing tips about using the featured items as part of a home décor plan. Pop-up windows with product features appeared when users scrolled over the featured Finders Keepers items.ResultsThe short-term nature of the Finders Keepers campaign was successful in bringing customers already in the marketing funnel closer to the brand and the ROI on the coupons exceeded expectations. The daily mystery coupons were successful in driving overall game participation, especially repeat players. Offering a different coupon value each day and tracking how many coupons were downloaded and redeemed allowed us to identify which coupon offers are most effective at motivating customers to shop at Kirkland’s. We were able to use this information to identify our top performing coupon offers. Since Kirkland’s sends a weekly email to their subscribers with a coupon offer, this information about which coupon offers performed best will be invaluable in planning future MyKirklands.com promotions and email campaigns.The Finders Keepers promotion increased the number of members registering on MyKirklands.com by four times over the normal rate of member registrations. In addition, the total revenue generated from the promotional coupons exceeded expectations.This 10-day promotion was so successful that there are already plans to bring the Finders Keepers sweepstakes back to MyKirklands.com every year.Marketing Metrics for the 10-day Finders Keepers Campaign:• New MyKirklands.com members: 54,287• Net new e-mails: 11,580• Facebook shares: 134,109• Redemption rate of 3.41% for the promotional coupons vs. the typical coupon redemption average of 1% to 2%
ChallengeIn January 2011, Virgin Atlantic launched their first TV marketing campaign since 2006. Realizing they needed to reach a wider audience and engage their social media fans, they sought to start a conversation around their fans’ love of travel and fun, as well as create meaningful and tangible offers for their audience. Beyond the standard ad, they wanted a social media campaign that would encourage active participation and conversation, and convey the brand’s personality. With their social marketing approach, they wanted a way for their audience to become part of the story - to add their own personality and interests while having fun with the brand. SolutionTo tap into the power of word of mouth, and connect with their most committed fans and customers, Virgin Atlantic partnered with Wildfire Interactive to launch the “Looking for Linda” campaign. In January 2011, at the start of the six week campaign, Virgin Atlantic introduced their customers to “Linda”, a Virgin Atlantic Flight attendant character, who shared her Virgin Atlantic travels all around the world. Although she only existed two-dimensionally, fans could identify with her bubbly personality and love of travel as she left them clues to her whereabouts. Fans who correctly guessed Linda’s destinations were entered into weekly contests to win tickets to one of Virgin Atlantic’s global destinations, and one lucky fan won two upper class ticket upgrades to a destination of his or her choice.Because Linda had her own Facebook page, fans were able to further engage in a dialogue directly with her, complimenting her on everything from her stylish Virgin Atlantic-issued heels to her choice of travel locations. ResultsThe Wildfire Social Marketing Suite proved to be a simple and powerful way for Virgin Atlantic to achieve their goal of acquiring new Facebook fans while simultaneously engaging with, and rewarding, their existing fanbase. At the end of the six week period, the airline received 15,449 entries into the contest and gained 8,282 likes on their Facebook page!
WHAT: Next Blue Design CompetitionWHY: The first jean ever made by Wrangler was designed by cowboys for cowboys back in 1947 when a rodeo tailor joined the brand and worked with actual rodeo stars to develop a product. That pair of jeans was literally designed by the very men who would eventually be wearing them. The Next Blue design competition invited consumers to design and select a limited-edition collection of blue jeans to be produced and sold.HOW: Participating in the Next Blue design contest merely required a vision. From design school students and fashion fiends to stay-at-home moms and weekend warriors, jean wearers from coast to coast were encouraged to submit ideas. To enter the competition contestants had to create a short yet compelling video explaining a unique jean idea and upload it to the competition site... Following an initial voting round on all entries, five finalists were selected and showcased on the competition site where fans had one week to vote for the final winning design.The Next Blue design competition is both progressive (with the use of user generated content and social media) yet uniquely tied to the brand's legacy (paying close attention to the needs and insights of its consumers).The five selected finalists generated over 15,000 votes in one week. The winning entrant, a current student in Apparel Product Design at the University of North Carolina at Greensboro, drew the inspiration for her winning design from nature, incorporating blues and browns to give her jeans a vintage flair. The final product will be produced in both a women's and a men's jean and sold exclusively on Wrangler.com this fall.
How can you nurture your brand advocates to help create and maintain a successful, self-sustaining and growing online Support Community? BlackBerry saw the opportunity to further embrace its Super User base and tap into relationships within both the brand and the community members. By developing a formal Super User program and rewarding them for their efforts, these advocates have truly become the "super glue" that holds the Support Community together.BlackBerry first recognized that there were community members who demonstrated their expertise and passion on various Support channels by reaching out to other users and helping them with their queries. As a result, the brand's first step was to expand their Support Community platform and invite Super Users to the Expert Arena, aprivate, invite-only area. Here, they have direct access to RIM employees and can provide feedback, escalate community issues, or just plain socialize with other like-minded users who are equally dedicated to the community.Furthermore, the key focus of the program was to develop strong one-on-one relationships with the Super Users in order to understand theirindividual needs and what motivates them to actively participate. This enables the BlackBerry team to empower them with the knowledge they need and provide ongoing encouragement for their ongoing contributions and efforts.In order to appeal to a wide audience, the Super User team also promotes a diversity that reflects the customer base, both in backgrounds and interests. These members come from international regions such as Bangladesh and France, as well as the U.S. and Canada. Many discuss their other hobbies such as salsa dancing and weevil research in order to be able to drive deeper engagement within the community and foster honest relationships amongst the members.Another part of the program is dedicated to continually finding ways to reward and delight the Super Users as a "thank you" for their time and efforts. BlackBerry hosts a select group of Super Users at the annual company conference, BlackBerry World, which takes place in Orlando, Florida. There are also quarterly conference calls, an active BlackBerry® Messenger™ (BBM™) group, and Super Users have the Community Manager's personal contact information for any urgent Community matters. They email contacts, phone numbers and our BBM PINs so they canget access to RIM employees just about any time of day.BlackBerry continually engages and maintains a strong relationship with these users. They regularly reach out to them for feedback regarding implementation of new community functions or features, look for thoughts on design aspects and have a board dedicated to offering suggestions for improvement on the general structure of the community. In addition, there is a private board for Super Users to report out-of-date content on our sites and escalate any unresolved issues to our Social Media Support team for review.The ResultMany Super Users have spent over 20 hours a week participating in our Community and their individual post counts range from 500 to more than 35,000 posts, which is a significant contribution to the Support Community and enables the platform to remain self-sustaining.On average, they spend approximately 900 hours a month on the Community addressing technical issues for users and by extension, saving the user from contacting their carrier or reaching out to the company for support.In addition, having this group of advocates who are so passionate about BlackBerry products and services assists the organization in spreading a positive sentiment around the BlackBerry brand. These users are supporting the community but are also active users of other social media channels and regularly help to circulate valuable content and promote the Community to their networks. The reward for them is simple - they feel like they're a part of something they love, as indicated by a comment from one particular Super User:"Through this forum I have met people from every spot on the globe. They have given me the priceless opportunity to learn about customs and cultures I could never have otherwise experienced. I am honored to have formed close friendships and share personal experiences with people I have would have never have had the pleasure of meeting outside of this forum. I joined this forum to learn about my Blackberry Curve. In retrospect of all I have gained here the technical knowledge I was looking for is actually a bonus. Happy Birthday BSC!"The NumbersOver 40 Super Users within the Support CommunityMore than 140,000 ‘Top Ten’ posts by Super Users within the Community discussion boardsAlmost 20,000 posts by Super Users in the Expert Arena10,000+ Accepted Solutions authored by Super Users