The Peril and Promise of Social Media

Sidra BermanVP, MarketingClarabridge

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Copyright © 2010 Accenture

How Do We Get Value?

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Depends on who is using it…and for what purpose

Human Resources

Operations / Quality Marketing Product Service

Customer ExperienceMarket Research

RetentionUpsell/Cross-sell

Campaign Planning

Self Service Service ExperienceService OperationsService Efficiency

Product MarketingProduct Branding

InnovationProduct Quality

Compliance/RiskUnit ManagementQuality/AssuranceWarranty/Service

Employee TrainingEmployee Satisfaction

Employee RelationsVoice of Customer through

Employees

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Feedback Generated throughout Customer Journey

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NEED

AWARENESS

RESEARCH

PURCHASE

SUPPORT

How Are Companies Using Social Media?

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7 Primary Use Cases

•Brand Tracking•Customer Satisfaction/Customer Loyalty•Competitive Intelligence•Customer Acquisition•Marketing Campaign Analysis•Product Innovation•Real Time Customer Support (aka Engage)

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Brand Tracking

•What are customers saying about my ….. • Company• Brand• Products• Services• Employees• Locations• Etc…

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Everything is Relative…Brand Performance

3.6 3.65 3.7 3.75 3.8 3.85 3.9 3.950.4

0.45

0.5

0.55

0.6

0.65

41805

36577

HYATT17038

Average Review Rating

Aver

age

Senti

men

t

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Qualitative Loyalty Scores

Starwood had more disloyal language than other competitors in Q3

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Negative Drivers for Starwood Brands

(1.60) (1.40) (1.20) (1.00) (0.80) (0.60) (0.40) (0.20)0

500

1,000

1,500

2,000

2,500

3,000

1,442

2,539

720

1,283

1,359

831641

1,185

368512

Change in Satisfaction

Volu

me

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7 Primary Use Cases

•Brand Tracking•Customer Satisfaction/Customer Loyalty•Competitive Intelligence•Customer Acquisition•Marketing Campaign Analysis•Product Innovation•Real Time Customer Support (aka Engage)

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LOVE/HAPPINESS

“

”

Samsung Television

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Competitor Brand Performance

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ANGER/HATE – Other Brands

“

”

Picture Quality

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Competitive Acquisition

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How to know who they are?

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7 Primary Use Cases

•Brand Tracking•Customer Satisfaction/Customer Loyalty•Competitive Intelligence•Customer Acquisition•Marketing Campaign Analysis•Product Innovation•Real Time Customer Support (aka Engage)

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Introducing Silk Fruit & Protein

•3 Flavors• Mango Peach• Strawberry• Mixed Berry

•Which will customers prefer?

•Posted on Walmart’s Facebook page

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Report results for Silk Fruit Plus

•Customers prefer Mixed Berry

*

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Suggestions Model (Samsung)

General Suggestions Word Cloud for Samsung:

Words shows that there are 3 main things people are suggesting :

1. HDMI – More HDMI Ports

2. Sound – Better Sound, Bar Sounds

3. Apps – Include Applications like a Browser

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Some suggestions for HDMI, Sound and Apps

HDMI APPS

SOUND

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Types of Customer Support Improvements

•Self Service• Automated FAQs served to customers

•Workflow Distribution• Right Issues to Right Agents

•Controlled SM Monitoring with Engagement

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