5 neglected ways to drive value across the customer journey

Five ways to drive Social Value across the customer journey September 2014

Why does Social matter?

•  55% higher ad recall •  27% higher purchasing

What roles can Social play at different stages of the customer journey?

Awareness Consideration Purchase Loyalty Advocacy

Ambassador reach Social care

Social filtering

Social Selling

The Jimi Hendrix

Ambassador reach

What’s the problem with Fans?

•  Did they join for the wrong reason?

•  Are they inactive or have they never

been active?

•  Binary (Fans vs Non Fans)

•  Fake Fans.

•  Facebook Zero.

Who are your ambassadors?

•  Ambassador = Do anything that

advocates for you – Comments, Likes,

Shares

•  22% of Fans are Ambassadors

•  55% of Ambassadors are Fans

How much difference does this make?

•  2 – 5 times as many interactions as if

Fans alone are targeted

Fans Ambassadors

Social filtering

How to do this

•  Use Social data to provide improved

experiences:

•  Interests

•  Behaviours

Tripadvisor

•  Mass Social proof through reviews,

ratings & guides

Tripadvisor

•  Personalised Social proof through

seeing which friends have been.

Tripadvisor

•  Personalised + Localised advice on

which attractions to visit.

Social selling

WeChat

•  5,000,000 users of WeChat’s service in first 2 days of 2014 Chinese New Year

•  20,000,000 envelopes sent

And here…

•  Twitter lead gen cards •  Twitter buy button •  Facebook buy button •  Save for later •  Mobile app – Social app integration •  Amazon apps •  eBay apps •  Grocery apps •  Apple Pay

Social care

Proactive, not reactive

•  Not just customer services

Spotting opportunities…

And not doing this…

“Great minds borrow, genius steals”

Social data theft

The most useful + in London

3,460,000 733,000

The most useful + in London

The most useful + in London

The most useful + in London

The most useful + in London

The most useful + in London

What roles can Social play at different stages of the customer journey?

Awareness Consideration Purchase Loyalty Advocacy

Ambassador reach Social care

Social filtering

Social Selling

The Jimi Hendrix

Questions?