Dreamforce B2b Social MediaBasics by Erling Amundson
•Descargar como PPTX, PDF•
5 recomendaciones•3,977 vistas
With all of the B2C social success its hard for B2B companies to know exactly what to do. The practices that apply to B2B social are no different than B2C. It’s all about 1:1 interaction. Erling Amundson from Symantec shares how social listening can help a brand engage and assist its customers.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (17)
Destacado
Similar a Dreamforce B2b Social MediaBasics by Erling Amundson
Similar a Dreamforce B2b Social MediaBasics by Erling Amundson (20)
Último
Último (20)
Dreamforce B2b Social MediaBasics by Erling Amundson
- 1. Symantec Social Media Presentation at Dreamforce ‘14 Erling Amundson Senior Manager Social Insights and Support at Symantec @XDstrategy
- 3. WHO WE ARE At Symantec, we protect your information wherever it’s stored or accessed. 20,000 Employees in 50 Countries 4th Largest Software Company in The WORLD
- 4. Social Media Team Inspire customers, partners, influencers and employees to engage with and advocate for Symantec by delivering compelling and relevant social experiences Create social experiences that build brand and loyalty Social listening enables a customer focused brand Integrate social into our owned properties Leveraging social to enhance the sales process Social Pillars Priority Programs Social Marketing Social Insights and Support Social Selling Social @Symantec • Social Media Campaign Strategies • Social Platform Strategy • Stock & Flow Content Strategy • Social Ecosystem • Training & Governance • Employee Activation • Social Support strategy • Listening & classification: Campaigns, Events, Support, On-demand • Social media reports, dashboards, and readouts • Daily trend updates • Social selling strategy • Social sales training • Social sales profiles • Social web experience strategy • Advocacy & Influencer Program • Social Data strategy • Connect 4.0 Vision Erling Amundson @XDstrategy
- 5. Global Listening Erling Amundson @XDstrategy
- 6. Make the outputs of your listening strategy inputs into other areas of your organization Erling Amundson @XDstrategy
- 7. We Find Actionable Mentions If you search on the internet, most of what you find isn’t actionable. We find the content you need to act. 7 All Mentions AIMs Noise = all internet mentions that are not relevant or actionable 1. Social media, external blog or external forum mention 2. Created by a customer, partner, competitor or prospect 3. Provides business value to Symantec AIMS are gems that are worth the work to find AIM ™ is a term created and trademarked by Symantec Erling Amundson @XDstrategy
- 8. Seven data classes, routed by Business Function 1. Case: Request for help resolving real-time issue. (Tech Support) 2. Query: Question that doesn’t require support resource. (Knowledge Management) 3. Rant: Insult that merits brand management consideration (PR) 4. Rave: Praise from Symantec brand advocate (Marketing) 5. Lead: Pronouncement of near-term purchase decision (Sales) 6. RFE: Request to enhance a product with a new feature (Engineering) 7. Fraud: Communication from an unauthorized provider of Symantec products (Legal) 8 Erling Amundson @XDstrategy
- 9. SFDC Marketing Cloud Engagement Console Erling Amundson @XDstrategy
- 10. SFDC Marketing Cloud: Rule-Based Automation Erling Amundson @XDstrategy Why automate? • Consistency • Time to engagement • Enable focus on value-added analytics
- 11. A single negative customer experience posted in public can wipe out the effect of five or more positive messages. Erling Amundson @XDstrategy
- 12. Symantec Social Success Stories Article Link Erling Amundson @XDstrategy
- 13. The Engagement Loop Erling Amundson @XDstrategy PRE-IGNITION Arm people with knowledge and give them something to buy into. CONSIDERATION Re-evaluate Norton as a brand that protects you anywhere, anytime, on any device. EVALUATION Make it is easy to engage with Norton 360MD. EXPERIENCE Continually deliver value over course of the relationship. ADVOCATE Celebrate the freedoms people are enjoying with Norton. CONVERSION Make it easy to try and buy.
- 15. The 24-Hour News Cycle Responsive, Agile, Real-time Marketing INTEREST Before During After Journalists scramble for additional information TIME Public Excitement Grows BREAKING News Peak Brand Goals Customer Interests Old News Done Begin Publishing Brand Content Adopted from David Meerman Scott Erling Amundson @XDstrategy
- 16. Example: Real-time Response Marketing Creating content to answer your customers questions in real-time “ “ IT security is cost center, not a profit center, how to balance it? 36k Impressions 564 engagements “ Why don’t they spend enough money on IT security? 102k Impressions 2,542 engagements Should the companies upgrade their Network Infrastructure? 318k Impressions 24,350 engagements Erling Amundson @XDstrategy
- 17. Erling Amundson Senior Manager Social Insights and Support Symantec @XDstrategy
Notas del editor
- Earnings support Partner Community LinkedIn Training – part of corporate learning & development Social Metrics Dashboard – measurement framework & dashboards
- The team is located around the globe. We are International, Collaborative, and Innovative.
- Not everything actionable requires a public response.
- We are working to automate portions of triage by using term libraries in the social hub.
- The Complete Guide to Using Social Media for Customer Service http://blog.bufferapp.com/social-media-for-customer-service-guide And it may be worse. 12. It takes 12 positive customer experiences to make up for one negative experience. (Parature) via http://blogs.salesforce.com/company/2013/10/customer-service-stats-55-of-consumers-would-pay-more-for-a-better-service-experience.html Customers don’t care if you have a Twitter handle for customer service. If they want to complain on your Facebook page or company blog, they expect you to find it and respond on that channel. If you aren’t equipped to do this, consider that… a single negative customer experience posted in public can wipe out the effect of up to five positive customer messages.
- Customers interact with Symantec at multiple points. The experience with one touch point impacts the others. 89% of consumers have stopped doing business with a company after experiencing poor customer service. (RightNow Customer Experience Impact Report) via http://blogs.salesforce.com/company/2013/10/customer-service-stats-55-of-consumers-would-pay-more-for-a-better-service-experience.html “Customers are paying extra attention to the whole of their experience with your business. And what they see – how they connect the dots between their experiences, perceptions, and the attitude of your employees – figures into their buying decisions. You need to equip every employee to be an ambassador, a representative, and an advocate in the very moment they need to be.” Now Revolution Consumers with positive customer service experiences are more likely to re-purchase and to recommend your product. Think of it this way, by the time the customer gets on the phone, in an overwhelming majority of cases, they have already tried at least once to solve the problem in a lower effort channel either by searching, posting on a forum, or in the case of savvy ‘connectors’, reached out via social channels to either seek help or vent their frustration. Only in the 70+ age group do customers have a preference to call FIRST (70+ age data source: Effortless Experience) We have also seen in casual query threads on the Connect forums that a large number of the active community members not only have licenses, but they will often log a case AND post to the forums in parallel in the hopes they can get a quicker resolution online due to the crowd sourcing nature of the medium. Now Revolution by Baer and Naslund.
- We work with the social marketing team to create easily shareable content – helping you to connect with people. Every day, we work to inform and energize our employees in social.
- We live in a world with a 24-hour news cycle. This means a story can break, peak by reaching maximum awareness, and begin the decline towards ‘old news’ in 48 hours or less. Brands seeking to create relevant engaging content for their customers have become publishers. Listening for breaking news, trending events, and even breaking a news story themselves. By creating relevant content as early in the news cycle as possible, Brands have the ability to ride the wave to the peak, increasing brand impressions, relevancy, and preference. Some call this news-jacking. I personally dislike this term, because of it’s negative connotation that Brands are taking advantage of a situation. While some brands may do this, we focus on creating relevant content to answer our customers key questions. “How did this happen?” “Could this happen to me?” “How do I know if I am protected” The overlap between Brands goals, and customer interests increasingly overlap if real-time marketing is executed properly, and if customers interests satisfied with engaging valuable content. Ultimately this has the effect of bringing the customers closer to the brand, effectively increasing the relevancy overlap, increasing brand perception, retention, and preference.
- In this example, our Social Listening team was tasked to analyze a breaking story, in this case the <Big Store> incident. The story broke in the afternoon, they worked through the night to analyze the conversations and pulled out key topics, and specific questions customers were asking on social media. During the following day, the content and social teams created real-time assets driving to both stock and flow content. Many of which were gated content with lead gen forms included. The first, most engaging post: linking to the Solutions Brief on Protecting POS Environments Against Multi-Stage Attacks on SlideShare, received 318k paid, owned and earned impressions, was engaged (clicked, liked, shared, commented) 24k times, and the white paper was viewed 2,859 on Slideshare. Come customers commented that the content must be ironic, or even a joke, because it was so timely and relevant. It had to be a coincidence. One customer, Ronald R. of POS Solutions for Restaurants, commented, “Appreciate you sharing!!!”