1 / 26

The Social Media Path to Customer Engagement

The Social Media Path to Customer Engagement. Paul Gillin Author, The New Influencers. Cancelling AOL. June 20. Vincent Ferrari. June 21. June 23. June 24. June 26. July 14. Today. AOL Hell. Philipp Lenssen. Paige Heninger & Gretchen Vogelzang. Steve Hall.

gabriella-consuela
Download Presentation

The Social Media Path to Customer Engagement

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Social Media Path to Customer Engagement Paul Gillin Author, The New Influencers

  2. Cancelling AOL

  3. June 20 Vincent Ferrari June 21 June 23 June 24 June 26 July 14 Today AOL Hell

  4. Philipp Lenssen Paige Heninger & Gretchen Vogelzang Steve Hall Meet the new influencers

  5. New Influencers are passionate – both pro and con Traditional influencers Authoritative 3rd parties, community leaders, press, gov’t. Active Lovers Haters New Influencers Critics Enthusiasts Desire to Influence Others Skeptics Mainstream Dismissers Followers Passive Reject Favor Source: Sean Moffitt, BuzzCanuck Brand Engagement

  6. June 24 Dell Hell “Dell said that it found no pattern of battery failure and that the Pennsylvania incident publicized by the Inquirer Web site was caused by a chip problem and not batteries.” NY Times July 10

  7. June 14, 2007 Dell's 23 Confessions Now's not the time to mince words, so let me just say it... we blew it…. instead of trying to control information that was made public, we should have simply corrected anything that was inaccurate. We didn't do that, and now we're paying for it. June 16, 2007 More Dell Hell “Please remove the posting located at the following link: http://consumerist.com/consumer/insiders/22-... It contains information that is confidential and proprietary to Dell.”

  8. But today Dell is a convert "These conversations are going to occur whether you like it or not…You can learn from that. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation." Michael Dell, 10/17/2007

  9. Consumers in control

  10. Whom do consumers trust? Percent who trust each souce Source: Forrester Research, Jan., 2007

  11. Seeds of change • Web 2.0 is the greatest experiment in group self-organization in history • Sophisticated patterns of influence emerging • Personal publishing will completely disrupt the mainstream media; many won’t make it • Everyone is now a potential content producer; this will fundamentally change the way businesses market and sell

  12. Why now? • Cheap technology • Fast networks • Google • “The Long Tail” Source: Pew Research It’s now cheaper to keep information than it is to throw it away. It’s also easier to publish information than ever before. This is an explosive new combination.

  13. Let’s get small • Engaged customer • Technology enabled • Well-informed • Opinionated • Focused • Passionate

  14. Mainstream media economics Media revolution Social media economics • Rooted in mass markets • Delivery network is differentiator • High reader/viewer retention rates; lack of customer choice • Fat margins, high fixed cost • High barrier to entry • Rooted in small markets • Delivery is cheap and outsourced • Limitless choice; retention driven by content • Fat margins, low fixed cost • No barrier to entry

  15. Intentions ≠ Reality…yet Word-of-mouth marketing is expected to surpass $1 billion in 2007, making it one of the fastest-growing alternative media formats. In a new research report, PQ Media also predicts that spending on word-of-mouth marketing will grow at an annual rate of 30.4%, and will hit $3.7 billion by 2011. MediaPost, 11/6/2007 • 58% of marketers have implemented user-generated content or reviews. • 31% have implemented a blog. • 25% have implemented RSS feeds. • Coremetrics, Nov. 2007 81% of all respondents project that by 2012 they will spend at least as much on conversational marketing as traditional marketing. Society for New Communications Research, Oct., 2007

  16. Tap in Action: Listen to the conversation Tools: Google, Technorati, Bloglines, Facebook Objective: Find out what’s being said; learn the language and the culture Result: Understand

  17. Online tools

  18. Engage Action: Talk to the influencers Tools: Comments, groups, blogs, “friends” Objective: Identify brand advocates; contain and educate critics Result: Influence the conversation

  19. Leverage existing communities

  20. Nokia • Sends high-end cell phones to bloggers • No strings attached • All reviews indexed on Nokia site • Sixth campaign using this approach

  21. Recruit Action: Turn enthusiasts into promoters Tools: Widgets, tchotchkes, access, retreats Objective: Build low-cost virtual sales force of informed customers Result: Brand visibility; sales leads

  22. In summary… • Social media is a great market research tool, even if you use it for nothing else • Messaging will be increasingly irrelevant • Markets will become more segmented • Leaders are emerging but leadership is tenuous • Content and credibility are king

  23. Thank you! Paul Gillin 508-202-9807 paul@gillin.com www.gillin.com Now available from Quill Driver Books Read more and order at www.NewInfluencers.com

More Related