Customer Centricity in the digital AgePaul Smith

VP EMEA @realpaulsmith

in/realpaulsmith

The Age of Transparency

'We're all being fired! Exciting!’

HMV staff take to official Twitter account to liveblog their own 'mass execution'

HMV moved to delete the posts from the @HMVtweets account, which broadcast news of a 'mass execution of loyal employees' to 61,500 followers

But the tweets had already been copied on screen grabs and widely shared.

Microsoft Game Director insults fans on Twitter

• …when they voiced concerns about rumors the next Xbox will require an always-on Internet connection.

• It spiraled out of control.• Resulted in a major

embarrassment for Microsoft

• He has now left the company.

The ratio 20:1of direct

complaints versus indirect complaints about a brand.

“From angry tweet to happy customer”KLM Social Media Hub

Today Consumers give Brands access to

their FRIENDS.their INTERESTS.their FRIENDS INTERESTS.

And they talk about BRANDS.

What VALUE can brands provide in return?

American Express Foursquare Sync

$$$

+

=

Social Profile On Every Channel

Deliver a Seamless, Customer Experience

Integrate Every Customer Interaction

57% Improved Campaign Effectiveness with the Salesforce Marketing Cloud

How can we turn BIG data into

small, intelligent content?

Opportunities amongst New Parents

Number of people talking about becoming a new parent (with implications for financial services, car companies, CPG etc..)

approximately 650,000 a month across social channels

Opportunities amongst vacation planners

150,000 active conversations around people booking a

holiday or flight in the last month. 

32 million active conversations about the wider topic of

holidays.

Opportunity amongst Mobile Phone users

People talking about PAYG in the last 30 days – 33K

People talking about Nokia in the last 30 days – 72K

People talking about Samsung Galaxy in the last 30 days – 83K

People talking about 'smartphone' in the last 30 days – 49K

Thank you!

Questions?!@salesforce@marketingcloud@realpaulsmith