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Social Media at the  Intersection of Brand,Communications and Service
Scott Monty@ScottMonty
Almost ½ of Americans engage brands        on social networks
It’s not just for kids         Business owners are 28%         more likely than those         who don’t own a business    ...
Demand is growing
Why does this matter?
It’s not about your brand any more
It’s not about your brand any more79% “My relationship with brands is       of consumers agree with the statement:        ...
Behaviors along the Purchase Loop                      Openness      Post purchase                 Realized want        ev...
Behaviors along the Purchase Loop                       Openness      Post purchase                  Realized want        ...
Social Media Key Influencer in  Multi-Exposure Purchase
Ford StrategyUse social media to improve concern resolution,increase customer loyalty, and help influence               pu...
But don’t take our word for it…    @FordService – TY. I        #Ford apparently gets social appreciate the assistance.    ...
Not all consumers are    created equal
Engaging with Influencers “The longer you can listen, the more you’ll  learn; the more you engage humbly, the  more likely...
Bringing Influencers In
Ford @ NAIAS
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
Building Trust with Consumers via Social Media and Raising  the Bar in Customer Service
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Building Trust with Consumers via Social Media and Raising the Bar in Customer Service

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Social media is clearly mainstream, and customers are demanding attention there more than ever. In this presentation, given the to the Customer Response Summit in February 2013, we look at the trends in the industry, how Ford Motor Company handles social customer service and how the company handles fans, advocates and influencers to build purchase consideration and improve Ford's reputation.

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Building Trust with Consumers via Social Media and Raising the Bar in Customer Service

  1. 1. Social Media at the Intersection of Brand,Communications and Service
  2. 2. Scott Monty@ScottMonty
  3. 3. Almost ½ of Americans engage brands on social networks
  4. 4. It’s not just for kids Business owners are 28% more likely than those who don’t own a business to follow/engage with a brand (59% vs. 46%) Senior executives, decision- makers, and leaders are 40% more likely than those without such authority to follow/engage with a brand (63% vs. 45%).
  5. 5. Demand is growing
  6. 6. Why does this matter?
  7. 7. It’s not about your brand any more
  8. 8. It’s not about your brand any more79% “My relationship with brands is of consumers agree with the statement: much more personal than ever before.”68% of consumers say: “Shopping today is less about the brands/products themselves and more about me - what I’m feeling or needing.”
  9. 9. Behaviors along the Purchase Loop Openness Post purchase Realized want evaluation / need Research / Learning / vetting education Seeking ideas / inspiration
  10. 10. Behaviors along the Purchase Loop Openness Post purchase Realized want evaluation / need Opportunity to engage Research / Learning / vetting education Seeking ideas / inspiration
  11. 11. Social Media Key Influencer in Multi-Exposure Purchase
  12. 12. Ford StrategyUse social media to improve concern resolution,increase customer loyalty, and help influence purchase decisions How we do itProactively engage in Twitter, Facebook andweb forums including: Yahoo! Answers,AllFordmustangs, Explorerforum, and over 20others@FordService Twitter account has almost 15kfollowers, the largest following among all OEMs
  13. 13. But don’t take our word for it… @FordService – TY. I #Ford apparently gets social appreciate the assistance. networking. A random tweet This is why I drive a Ford. from me is leading to myService is everything and you looking at a Ford car I never guys are top notch. even considered before. I’m a prospective buyer Thank you @FordService for and it’s pretty awesome taking care of my wife and to see an actual Ford kids! (And the car of course.) Customer Care person Superior response and service. posting on here. I am awed. #Ford #TY
  14. 14. Not all consumers are created equal
  15. 15. Engaging with Influencers “The longer you can listen, the more you’ll learn; the more you engage humbly, the more likely those influencers will amplifyyour message later. What do you call a well- informed, respectful, sustained engagement? A relationship.” - Marshall Kirkpatrick, LittleBird
  16. 16. Bringing Influencers In
  17. 17. Ford @ NAIAS

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