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Creating loyalty and positive engagement online.
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thruDIGITAL – Building Social Media
Customer Engagement:
Loyalty & Advocacy
thruDIGITAL – Building Social Media
Or... How to not FAIL at
‘social media’
thruDIGITAL – Building Social Media
What is social media?
• Open & Uncontrolled.
• Scary for brands that are control freaks.
• A huge opportunity for customer-centric organisations.
thruDIGITAL – Building Social Media
thruDIGITAL – Building Social Media
DONT WAIT.RESPONDQUICKLY.
thruDIGITAL – Building Social MediaBE HONEST.
thruDIGITAL – Building Social Media
thruDIGITAL – Building Social Media
RESPOND IN KIND.
thruDIGITAL – Building Social Media
DO NOT CENSOR.
“The net treats censorship as damage and routes around it”
John Gilmore
thruDIGITAL – Building Social Media
thruDIGITAL – Building Social Media
BE A VOICE, NOT A PRODUCT.
Some examples: FAIL
thruDIGITAL – Building Social Media
BE CUSTOMER-CENTRIC. NOW.
“There will be some negative feedback but you just deal with it,
don’t you?”eCommerce Director, ASOS
thruDIGITAL – Building Social Media
Lesson 1: Brand Reputation
• No longer a function of:
• But now a function of:
thruDIGITAL – Building Social Media
CONTROL & CONSTRAINT
SPEED & HONESTY
Lesson 2: Ways & Reasons
• Customer can become advocates very easily, just give them ways and reasons.
• Ways:– Sharing of content– Sharing in mission
• Reasons:– Customers: Satisfaction & surprise – Audience: Engagement triggers
thruDIGITAL – Building Social Media
Final thoughts...
• Listening & engaging beats telling people what to think.
• Build trust.
• There is much to be gained by allowing customers to help shape future direction. And much to be lost by refusing to listen.
thruDIGITAL – Building Social Media
thruDIGITAL – Building Social Media
For more information
• Andrew Davies
• http://www.thrudigital.com
• @andjdavies on Twitter
• +44 203 239 9366 / +44 7790 843 490
thruDIGITAL – Building Social Media
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