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Social media is all about creating a global network of real-time relationships with your business. In this complimentary webinar, Rohit Kapoor, Senior Director & Principal of Business Process Outsourcing at Capgemini, shares valuable insights, tools and strategies for using the latest developments in social media analytics and engagement.
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“Acquire to Inspire” June 2012
Social Media Engagement
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
The Hyper-connected World
If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends. – Jeff Bezos, CEO at amazon.com
In today’s competitive business environment where a customer can take their business to your competitor with the click of a mouse, knowing and predicting what customers want, and then engaging them on that basis, becomes a lynchpin to success. Paul Cole, SVP Customer Operations Management, Capgemini
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Hyper-Connected World – Key priorities
McKinsey Global Survey – Minding your Digital Business
Customer Insights and Customer service driving the top most priorities for companies.
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
How Fast do you expect companies to Respond to a post on their Brand
FB page
51% within the same day
How Fast do you expect companies to Respond to a tweet on their Brand
Twitter page
53% within 2 hours
Hyper-Connected World – Key priorities
Consumer Views of Live Help Online 2012, A Global Perspective, Oracle
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Market Maturity
Most Companies at Level 1-2
Source: Cisco, The Social Customer
Early Adopters – Starbucks, Comcast, Best Buy, among others.
Leaders like Zappos, LL Bean and a few others
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Social Media and the Customer Lifecycle
Reach
Customer Lifecycle
Acquire Develop Retain Listen / Inspire
Generate Awareness Proactive Messaging
Reward Social Media Engagement
Convert Neutral perceptions into
positive outcomes
Proactive resolutions published
Leverage brand advocacy across the community.
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Value Chain for leveraging the Potential of Social Media in understanding the consumers/end users
Monitor Analyze Response
Listening & Monitoring of conversations
• Brand/Product information
• Sentiment • Conversation Themes
Deep Customer Analytics
• Competitive Benchmarking • Purchasing Patterns • Root Cause Analysis • Price sensitivity
Social Media Engagement
• Engage in product conversations
• Convert Neutral Conversations • Problem Resolution • Social 911 (Disaster Recovery)
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Develop – Customer Insights
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Consumer Products – Sports Video Game
Objective
• Are there any conversations about the product in Social Media?
• Correlate the Marketing events to Social Media buzz?
• What are the reviews of the product, during Demo and actual Launch?
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Volume by Game: Overall and Languages
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Volume by Game: Trend Comparison
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Key Sentiment Drivers into Action
87% Positive 13% Negative
X12 tactical is the worst idea ever, very hard to play
Positive
Official X12 Soundtrack Is Filled with Breakthrough Hits
played X12 demo.....cant wait for the full version... !!
Negative
Don't think I'm going to buy X12, the game play was terrible on the demo
Leverage positives as testimonials and revenue generation opportunities
Control the messaging by understanding the negative comments.
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Gamer Generated Content
Breakdown of X12 Gamer Generated Content
Breakdown of Z12 Gamer Generated Content Vs.
Pre Sales feedback can be leveraged to convert desire to purchase
Drill down into who is buying the competitions product and why
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Volume by Game: Retail Connection
Campaign effectiveness by retailer.
Push targeted content by retailer.
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© Copyright Capgemini 2011 All Rights Reserved
Outcomes
• There are a significant number of conversations taking place about the product.
• 37% of the conversations revolve around a desire to play the new product.
• Focus spend on marketing events that cause the most social buzz.
• Identified 2-3 different best practices from the competition.
• Control the messaging around certain game features.
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© Copyright Capgemini 2011 All Rights Reserved
Develop, Retain & Inspire – Response Model
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Financial services – Under Banked Cards, Q, X, Y & Z
Objective
• Are there any conversations about our products in Social Media?
• What are these conversations about?
• Who are the people talking about us?
• What can we do to address them?
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Social Media Respond
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Data and Noise Overload
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Decision Tree
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Convert Data Overload to Actionable Insights
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BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved
Outcomes
• There are a significant number of conversations taking place, growing at a rapid 22% month over month.
• 70% of their conversations revolve around Product queries and transaction issues
• 15%-20% of these conversations were negative in nature, with a potential to significantly impact the brand.
• 100% engagement of all product related and customer service related issues.
• Identified key influencers in unknown or new market segments that could generate new revenue streams.
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© Copyright Capgemini 2011 All Rights Reserved
Capgemini Social Media Management Solutions
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© Copyright Capgemini 2011 All Rights Reserved The information contained in this presentation is proprietary. ©2011 Capgemini. All rights reserved
Rohit Kapoor T: @rohkapx1 C: +1.512.586.5093 E: [email protected]
If you have any comments or questions, please contact Rohit Kapoor or Attensity:
Rohit Kapoor +1.512.586.5093 [email protected] @rohkapx1
www.attensity.com Toll Free: (800) 721-0560 Email: [email protected] Follow us on Twitter: @Attensity http://twitter.com/attensity Upcoming & Archived Webinars http://bit.ly/Attensity_Webinars