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

• andrew@thrudigital.com

• http://www.thrudigital.com

• @andjdavies on Twitter

• +44 203 239 9366 / +44 7790 843 490

thruDIGITAL – Building Social Media

Example: HSBCreviews.com