7 steps to travel industry social media mastery by @drnatalie #drnatalie
DESCRIPTION
Many people start their social media initiatives by putting up a Facebook and a Twitter and saying things like, "Happy Monday and buy our stuff." And then wonder where the ROI is. In my consulting with companies over the past 12 years in digital and social media, I found that there isn't much structure around how to approach social media - not enough information on how to do more of the right things, benchmark where the company is and figure out -- from best practices -- what those next steps are... This presentation looks at 7 Steps to FastTrack Your Social Media and Digital Communication Programs. It's what I use not only in my consulting but also what I teach at The Summer Institute for Center for Media, Entertainment and Sports at UCLA Anderson as well as at UCLA Extension. I think you find some great practical and strategic tips that will get your further along in your initiatives so you can justify your program and get the budget you need and the resources! Social Media is not free. It does have a very high ROI... but you have to know how to use it to get the ROI...TRANSCRIPT
@DrNatalie Petouhoff (Pet-a-dog) @drnatalie
The 7 Steps To Crea.ng Powerful Customer Experiences & Get Social Media ROI
in the Travel and Tourism Industry
www.DrNatalieNews.com
PWC Management Consultant
Top Forrester Social Media,
CRM & Customer Service Analyst
Chief Strategist for Social Media & Digital Communications PR & Marketing Agency
Dr. Natalie’s Background Analyst Rankings:
Write Books or Chapters In OPB
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What Clients are asking me is… How do I Create Powerful Customer Experiences & Get Social Media ROI?
How do I take my social media and digital marketing to the next level?
• Do more of the right things • Put structure around what is unstructured • Benchmark “As Is” • Create a strategy and plan • Track the progress • Gather the right metrics • Get an ROI….
WE HEAR ALL THE HYPE THAT SOCIAL IS GOOD AT INCREASING LOYALTY, ADVOCACY AND REFERRALS.
But many of the brands I work with are disappointed in their results After working with brands, I realized there need to be a way to… • Get real, accelerated business results from social
• Reduce the politics and get consensus on best next steps
• Make smarter decisions and align your team with goals
What I realized was, “How do you know when you are doing the best you can?”
Social Media Capability Calculator
LISTEN = 100
LEARN = 200
ENGAGE = 300
INTEGRATE = 400
OPTIMIZE = 500
What’s your score?
ssss
Putting Structure around
the unstructured TAKES
THE CHAOS
TO ORDER
@drnatalie
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• Where are we on the Social Media / Customer Experience Adoption Curve?
• What steps do I take to get to the next level?
• How do I justify these next steps?”
Step 1: Gather Insights by Monitor & Listening
Step 4: Crea6ng Engaging Content
Step 3: Finding Your Audience
Step 5: Designing S6cky Interac6ons
Step 6: Stop the Poli6cs; Gain Org Alignment
Step 2: Crea6ng a Measurement Program
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NEED A STRATEGY FOR DIGITAL/ SOCIAL CUSTOMER EXPERIENCE
7 Steps To Fast Track Success Step 7: Iterate and Pivot
Based on the UCLA Course
Social Customer Experience Strategy
Step 2: Measurement
Step 3: Audience
Level 4: Content
Step 5: Interaction
Level 6: Organizational Alignment
Step 1: Gather Insights by Monitoring & Listening
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
The problem is: …Most of us suffer from the Rodney Dangerfield Affect… …We don’t get enough respect… …We are not empowered with budget and resources to make the changes we know we want to & the company needs to make… …Don’t have the support of executive management…
Social Customer Experience Strategy
Step 2: Measurement
Step 3: Audience
Level 4: Content
Step 5: Interaction
Level 6: Organizational Alignment
Step 1: Gather Insights by Monitoring & Listening
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Media is a game changer! The difference? I call it the Witness Factor™!
But…
GO BACK IN TIME… PEOPLE WERE PREDICTING THIS…
There would be… A place in time Where the customer‘s voice The employee’s voice Would start to mean something… And there would be an enabling technology We are here now… This is your opportunity as businesses…
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
MANY SCHOLARS HAD ADVOCATED TO
LISTEN TO CUSTOMERS, EMPLOYEES, PARTNERS…
As an engineer I…
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
GO BACK FURTHER…
Social Customer Experience Strategy
Step 1: Gather Insights by Monitoring & Listening
Step 1: Gather Insights by Monitoring & Listening
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Does the company: • Use social media monitoring tools? • Do they listen to the word-of-mouth in social networks? • What do they do with information they learn?
Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Most everything the business needs to know… • What’s working • What’s not working • What would be better if… Can be seen in
social networks…
• What are customers saying about your company?
• What did you learn “Would be better if…” – from the customer’s point of view?
• What are your CSAT- type scores telling you?
• Are you using the information you gather to make a better company, products & services?
Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening
Best Practices are: • Using real-time monitoring data to
manage the business • Share that information with:
• Executives (CEO, COO, VPs, Directors…) • Functional Department leads in all
departments • PR, Marketing, Sales, Service,
Production Innovation, Back Office… • A digital dashboard for real-time
monitoring, listening, interaction, engagement
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening Example: Corinthia Hotel 1. Saw a customer’s tweet
about a nightmare check-‐in process
2. Quickly assessed the situa6on
3. There was a large group that had just arrived
4. The Corinthia Team was listening, saw the tweet
5. Knew that was not good PR
6. They reached out to the customer in twitter, saying, “They were really sorry to hear about this – it isn’t something that we expect happening in our hotels – so let us help.” 7. They used the Direct Message func6on to obtain informa6on to connect with the customer at the hotel and no6fied the management team at the hotel immediately 8. The issue was quickly resolved and the customer tweeted to their followers:
The problem is often: … Measure the wrong things… …Drive the wrong behaviors: AHT… … Haven’t set-up measurement program to give attribution to social media… ….Don’t know how to measure social media…
Step 2: Crea.ng a Measurement Program
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Best practices means having: • Clear objectives, goals, outcomes • Building business cases • A Measurement practice:
• Efficiency & Effectiveness of • Traditional PR, Marketing
customer care initiatives • Then give attribution to what
social media can provide • And measure the social
media ROI
Step 2: Crea.ng a Measurement Program
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Step 2: Crea6ng a Measurement Program
Social Customer Experience Strategy
HOW WOULD YOU CALCULATE ROI?
Chalk it up to the “Witness” factor
ROI = Benefits - Costs x 100 Costs
WHAT ARE THE
ESSENTIAL ELEMENTS OF A GREAT BUSINESS?
1. LISTEN TO YOUR EMPLOYEES &
CUSTOMERS…
2. CONNECT PEOPLE WHO MAKE DECISIONS
WITH PEOPLE WHO KNOW THE ANSWERS
WHAT ARE THE BENEFITS OF CREATING EXPERIENCES
WITH INPUT FROM THE “CROWD”
Creating better travel experiences and • Reducing the cost of PR & Marketing • Increasing the lead conversion rates • Reducing the cost of sales • Reducing refunds and/or churn • Increasing customer lifetime value • Reducing employee attrition • Increasing employee productivity
The benefits are…
And because customers: - Feel heard and - Are getting what they need…. - Remember the customer from Corinthia ?
- For the next three days, he was tweeting all about the hotels - Became a loyal advocate - Talked about how much he liked the:
- Management - Customer service and
- The different hotels….
Chalk it up to the “Witness” factor “People believe people like themselves 78% more than advertisers…” Source: Nielsen, Edelman…
When customers have an emotional attachment to a brand and an ownership because they had input- it leads to…
• Increased positive online ratings
• Increased customer loyalty • Increased customer advocacy • Increased customer referrals via WOM
• Increased sales
THIS MATTERS BECAUSE WORD OF MOUTH WORKS…
I help companies calculate the ROI of things they thought were too squishy or couldn’t be calculated
ROI of Human Capital
Innovation Social Media…
With Dynamic ROI Visualizer
Calculators &
Dashboards…
The problem is… …Have not identified and established relationships… …With key, target audiences… …To drive better customer experiences & loyalty, advocacy and referrals…
Step 3: Finding Your Audience
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
THE GOAL OF THIS STEP IS TO…
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…organically drive word-of-mouth where the customer genuinely and authentically
becomes the voice of the brand and shares their own experiences
about how the service / customer experience has changed their life
in their own words which will result in organic
advocacy, referrals and loyalty as well as sales…
“Markets are Conversations” - ClueTrain Manifesto
YOU CAN REALLY
GET PEOPLE CONNECTED & Engaged
It starts with a brand persona…
• 82% of Travelers trust recommendations from their friend & family
• 74% of US Travelers have a Facebook profile • 33% of Travelers reference social media as a main
source of travel ideas and inspiration
Source: 2013 Portrait of American Traveler’s Study
When you stumble upon a good story, it will: • move you deeply • make you squirm • wake you up • make you want to share it with your best friend • make you want to rally to the cause
Once the relationship is created, it leads to purchases in authentic way-- unlike any other marketing technique.”
Top Creative Agencies Use Storytelling Content-- Social Media is a Storytelling Medium
—Neil White President & CEO BBDO Proximity
Reason for good storytelling “content” shows how your product will affect the lives of your buyers
• Powerful, yet underutilized
• Humanizes the brand
• Creates emotional connection to services and offerings
• Creates the conversation with target audience
• Drives natural flow through the marketing funnel
Best Practices are to: • Create a brand persona
• Define the: • Characteristics • Behaviors • Personality
• Account Tagline: "A Breath of Fresh Airline” • They ask their travelers to tag their travel pics
with #virginamerica so we can follow along on your trips
• Tweet us: @VirginAmerica
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy Step 3: Finding Your Audience
Example Virgin America Airlines
• The characteristics and behaviors & personality of the airline is more like a party than a method of transportation
• It’s fun, its hip… • Even the lighting is cool… makes the cabin look more like a dance club than an airplane
You know you’ve found your audience when they are the ones telling your story….
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy Step 3: Finding Your Audience
Best Practices are to… • Have Social Identities in the contact
management / customer record system • Study their target audiences
• Values, biases, attitudinal behaviors, psychographics, motivations and social
• Always uses this information when interacting with them
• To make the interactions or events or offerings relevant to them
Step 3: Finding Your Audience
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Customer Name
Social Customer Experience Strategy
Best Practices… The interactions are so meaningful that it creates a galvanizing bond… …And Brand Ambassadors
• Answer questions • Defend the brand when an
online crisis starts to brew…
Step 3: Finding Your Audience
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
The problem is that the content… … is not relevant… ….Does not help customers get what they need… … Doesn’t answers questions, provide help, how-to’s… … and the format and distribution are not effective…
Step 4: Crea.ng Engaging Content
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
There are 3.5B pieces of content shared per week…. • This means that your content needs to be
relevant • But you can’t know what’s relevant if you
haven’t done Step 3 • Step 3 – Audience Analysis helps you figure
out those target audiences interests • So content can become fun, indispensible,
sticky….
Step 4: Crea6ng Engaging Content
Step 4: Crea.ng Engaging Content
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Content Marketing is 1. creating and distributing relevant & valuable content to: • Attract • Acquire and • Engage customers.
2. A very well defined target market audience with the objective of driving profitable customer action.
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Ask yourself…. How will your content help your audience?
Example: TrufflePig.com
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To Trufflepig is to look. To dig. To unearth and to find. They believe better travel is a result of digging deeper and connecting the right dots…
Their voice & content strategy: the real, the vernacular, the authentic and imaginative, the pungent and confident, the clean and simple.
Example: TrufflePig.com/the-sounder = Online Magazine
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The people who work there: • Write their own content • They take their own
pictures
Example: TrufflePig.com Content Gets Media Coverage
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• And customers love them • Because they know their
trip was planned by people
• Who who care as much about your trip as you do
Example: TrufflePig Uses Pinterest to show-off those great pictures of amazing and unusual travel…
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• And customers love them • Because they know their
trip was planned by people
• Who who care as much about your trip as you do
Best Practices are to: • Use the info in online interactions on
Facebook, Twitter, Blogs, Forums, etc… to create answers / information
• Populate this content in dynamically updated FAQs, articles, online stories, Tweets, customer-facing knowledge base, in forums…
• And provide customer service agents with quick access to the same information
• Use this content to drive better self-service
Step 4: Crea.ng Engaging Content
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Best Practices are to: • Assure the content’s delivery is:
• Consistent • Repeatable • Engaging • Entertaining
• Make sure format of the content works on: • PC, MACs… • All standard browsers: Safari, Internet
Explorer, FireFox, Chrome, etc… • Most popular smart phones & tablets… Step 4: Crea6ng
Engaging Content
Step 4: Crea.ng Engaging Content
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
The problem is that the… … technology, platforms and systems… … use to interact with customers… …to deliver content, capture feedback and enhance interactions… … falls short…
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy Step 5: Designing S.cky Interac.ons
Some companies have a: Have not really designed their interactions to: • Engage customers and • Meet business goals • Because they have not done the work in
Steps 1-4 • Step 1: Monitor • Step 2: Measure • Step 3: Audience • Step 4: Content
Step 5: Designing S.cky Interac.ons
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Step 5: Designing S6cky Interac6ons
Social Customer Experience Strategy
Awareness
Consideration
Intent
Purchase
Loyalty
Advocacy / Referral
TV, Radio, Print
Company
Traditional advertising methods • Create awareness • Lack accountability • No individual Social CRM data • No Brand Ambassador’s WOM • No loyalty, advocacy or referrals…
Stop
“Half my advertising dollars are wasted, I just don’t know which half.” -- Wannamaker
We’ve shouted at customers
Awareness
Consideration
Intent
Purchase
Loyalty
Advocacy / Referral
TV, Radio, Print
PPC
Stop
However… • Dependent on ad networks for new
customer acquisition & sales • It’s costly – 50¢ - $5.00/click • Only get the customer’s IP addresses
We’ve use Pay-Per-Click to drive sales…
• No individual CRM/ Social CRM data • No Brand Ambassador’s WOM • No loyalty, advocacy or referrals…
Referral
Awareness
Consideration
Intent Purchase
Loyalty
Advocacy
Awareness
Consideration
Intent
Purchase
Loyalty TV, Radio, Print
??????
Company
PPC
Fan Page
Advocacy / Referral
...Perpetual, Full-funnel, Viral Marketing / Sales System…
Driven by Brand Ambassador’s WOM…
What if you could take your traditional funnel and completely transforms it into a…
Referral
Awareness
Consideration
Intent Purchase
Loyalty
Advocacy
…continuously engage a tribe of highly-targeted avid, passionate Brand Ambassadors
and drive your business objectives
You would have a system to drive full-funnel interactions
As Brand Ambassadors
Spread your message
The tribe
grows & so do your
business results….
Referral
Awareness
Consideration
Intent Purchase
Loyalty
Advocacy
Referral
Awareness
Consideration
Intent Purchase
Loyalty
Advocacy
Word of Mouth Goes Exponential
Best Practices are to:
• The gaming industry has been one of the most successful in social media
• Use game-based marketing • Provide Brand Ambassadors the special
treatment and give them content to share • Provides rewards or points when it’s
designed to authentically engage your audience
• Consider using something like BambooEngine.com to drive business results with engaged Fans
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy Step 5: Designing S.cky Interac.ons
Step 5: Designing S6cky Interac6ons
Example: Cruises Only
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy Step 5: Designing S.cky Interac.ons
Step 5: Designing S6cky Interac6ons
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy Step 5: Designing S.cky Interac.ons
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
ROI & the two business goals were: • Reducing PPC costs • Tracking revenue directly from social media. Social Commerce Revenue/ Sales • The application provided Cruises with the ability to sell cruises within
Facebook and online • Cruises averaged at least 1.5 $2,200 cruises per day • Every transaction can be traced from the original Brand Ambassador
all the way to the shopping cart • The Result?
• 1.5 cruises x $2,200/ cruise x 30 days/ month = • $139,972/month Social Commerce Revenue/Sales
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Reduction in PPC Costs • The club started with 44,000 customers • About 10% of 44,000 or 4,400 customers became Brand Ambassadors • The Brand Ambassadors in these type of social media portals tended to have more
friends (240) than the average facebook person (130.) 4,400 Brand Ambassadors 240 friends/Ambassador = 1,056,000 impressions The Average Bamboo Brand Ambassador shares 4 posts: 4 x 1,056,000 = 4,224,000 impressions An Average Bamboo Bamboo Brand Ambassador is a 1% click-through rate, resulting in: 4,224,000 x .01 = 42,240 clicks Cruises Pay-Per-Click costs typically = $1.20
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy But in this application, the clicks averaged .23 cents 42,240 x .23 = $9,715 BambooEngine 42,240 x 1.23 = $50,688 PPC For a Savings of $50,688 - $9,715 = $40,972 / month Net Result was: $40,972 in Cost Savings/mo $139,972 in Revenue/mo 180,944 - $10,000 x 100 = 1,709% ROI
$10,000
The problem is… … No established personnel, model, committee, group, task force to create a social media policy… …No training… …Single individuals in various departments:
• Are taking it upon themselves • Are the force behind interacting with
customers in social media…
Step 6: Stop the Poli.cs; Gain Org Alignment
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Step 6: Stop the Poli.cs; Gain Org Alignment
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Best practices • Conduct a social media readiness assessment
• Have executive’s champion strategies, plans, resources & budget to: • Drive cross-functional collaboration • Designate community managers & agents to:
• Interact with target audiences on all presences • Answer customer’s comments, concerns & questions • Resolve / respond in a ways that enhance engagement
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy Step 6: Stop the Poli.cs; Gain Org Alignment
Best practices • Offer social media training
• Especially Gen X & Gen Y • They’ve never not been connected
• Make sure to work with Legal • Provide at least a 1 hour compliance training
Best practices… in case of a crisis, have the following in place:
• Digital defense preparation plan • Digital defense response plan • Digital defense maintenance plan • Crisis communications planning and messaging/
on/off line • Issues/crisis "dark sites” • Digital crisis education • Online media & blogger relations /outreach • Post-crisis SEO and SEM • Digital defense content production
Step 6: Stop the Poli.cs; Gain Org Alignment
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Step 6: Stop the Poli6cs; Gain Org Alignment
Social Customer Experience Strategy
Example: Airbnb • A community marketplace for travel rentals • Used by millions of people in 192 countries around the world • Rent all kinds of lodging—in houses, condos and cabins, castles, tree
houses, igloos… • Right from the owner
Step 6: Stop the Poli.cs; Gain Org Alignment
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
http://images.fastcompany.com/upload/airbnb-celebrates-1000000-nights-booked.jpeg
A key to their success in disrupting a stodgy old hotel industry? • Using social media to connect with customers • Took an individual approach and engaged with clients on Twitter and Facebook • Airbnb crated a rabidly loyal community • AND Their customer service team, sales team and operations team are all completely socially
integrated
• Airbnb is an example of how social media can streamline operations • Give a huge competitive edge
Step 6: Stop the Poli.cs; Gain Org Alignment
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
The problem is… …They don’t continually iterate their policies and procedures…
• Around people, processes and technology • Or pivot to make continuous, measurable
improvements • To reach business goals • While staying in compliance and • Providing a great customer experience…
Step 7: Pivot & Iterate: Update Social Media Scorecard & Optimize Goals & Plan
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Social Customer Experience Strategy
Best practices • Customer Service Executives work directly with
the CEO & COO • Develop a scorecard that impacts:
• Customer Service • Objectives and goals of the rest of the
company • The Executive Team’s decisions
• Pivot to make continuous, measurable improvements
Step 7: Pivot & Iterate: Update Your Social Media Scorecard & Optimize Goals & Plan
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Step 7: Pivot & Iterate: Update Your Social Media Scorecard & Optimize Goals & Plan
Social Customer Experience Strategy
CUSTOMER EXPERIENCE ASSESSMENTS
• An objective assessment • Recommendations • Short & long term strategic • Short & long term tactical plan
Determine where you are compared to best practices & your competitors…
Social Media / Customer Experience Capability Report
You get…
Top Brand
With your scorecard, You’re ready to go to the next level…
Customer Experience Capability Score Level Step 1: Gather Insights by Monitor & Listening 200 Learn Step 2: Creating a Measurement Program 100 Listen Step 3: Finding Your Audience 300 Engage Step 4: Creating Engaging Content 200 Learn Step 5: Designing Sticky Interactions 200 Learn Step 6: Stop the Politics; Gain Org Alignment 100 Listen Step 7: Iterate and Pivot 100 Listen
You’ll be in a leadership posi6on…
5
• Clear answers and strong guidance • A dis6nc6ve voice • A compe66ve advantage
Step 1: Gather Insights by Monitor & Listening
Step 4: Crea6ng Engaging Content
Step 3: Finding Your Audience
Step 5: Designing S6cky Interac6ons
Step 6: Stop the Poli6cs; Gain Org Alignment
Step 2: Crea6ng a Measurement Program
74
NEED A STRATEGY FOR DIGITAL CUSTOMER EXPERIENCE
7 Steps To Fast Track Success Step 7: Iterate and Pivot
Based on the UCLA Course
@drnatalie
www.DrNatalieNews.com
For More Informa6on Call: 310.919.8467
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