unlocking business value from social...agenda the age of the customer unlock value for your...
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@Hootsuite_UK#PAGCON16
Unlocking Business Value from Social
For Your Customers, Your Company and Your People
Rylan Holey
Partner Manager, EMEA, Hootsuite
@HoleyTonal
Agenda
The Age of the Customer
Unlock value for your Customers
Unlock value for your Company
Unlock value from your Colleagues
Agenda
The Age of the Customer
Unlock value for your Customers
Unlock value for your Company
Unlock value from your Colleagues
We live in the age of the customer
1900-1960: Age of manufacturing
● Mass manufacturing makes industrial powerhouses successful
● Ford, GE, Boeing, P&G
Source: Forrester
We live in the age of the customer
1900-1960: Age of distribution
● Global connections and transport systems make distribution key
● Walmart, Toyota, UPS, CSX
Source: Forrester
We live in the age of the customer
1990-2010: Age of information
● Connected PCs and supply chains mean those who control information flow dominate
● Amazon, Google, Intuit, MBNA
Source: Forrester
We live in the age of the customer
Today: Age of customer
● Empowered buyers demand a new level of customer obsession
● Contenders include Facebook, IBM, Apple
Source: Forrester
Today: Age of customer
1990-2010: Age of information
1900-1960: Age of distribution
1900-1960: Age of manufacturing
We live in the age of the customer
● Mass manufacturing makes industrial powerhouses successful
● Ford, GE, Boeing, P&G
● Global connections and transport systems make distribution key
● Walmart, Toyota, UPS, CSX
● Connected PCs and supply chains mean those who control information flow dominate
● Amazon, Google, Intuit, MBNA
● Empowered buyers demand a new level of customer obsession
● Contenders include Facebook, IBM, Apple
Source: Forrester
Digital Darwinism
“When technology and society evolve faster than the ability for companies to
adapt”Brian Solis
Digital Transformation in 2016
Social
Source: Hootsuite, Zendesk
Rise of Mobile Real Time
Baby boomers
Millennials
2011 workforce tipping
point
2026born in an
era of social
Driven by digital natives
4.3Bemail accounts
5.4Bsocial media accounts
Massive scale
Increased velocity of social
communications
Time to reach
50 millionusers
4 years
3 years
1.7 years
38 years
13 years
6.5 years
75 years
Digital transformation
triggered a cultural shift
of customers spend at least 50% of total
shopping time researching products/
services online
79%
of customers abandoned an in-store purchase due
to negative online sentiment
53%
of customers are willing to try a new brand to get better customer
service
59%
They are digitally connected
They are socially networked
They are better informed
Source: SAP
Generation C“Nothing like traditional customers”
Generation C“Nothing like traditional customers”
● Live in a multiscreen world
● Immediate information
● Demand transparency
● They are easily bored
● Compare you to the best
● Money is no longer a symbol of success
● Trust their digital community over friends and family
Generation C“Nothing like traditional customers”
● Live in a multiscreen world
● Immediate information
● Demand transparency
● They are easily bored
● Compare you to the best
● Money is no longer a symbol of success
● Trust their digital community over friends and family
Gen C is actively shaping corporate culture and expectations
“When technology and society evolve faster than the ability for companies to
adapt”Brian Solis
Unique customer
expectations
Increase of reach
and influence
Shift of
power
Sensitive Micro-
Moments
We partner with our customers
on their journey to Digital Transformation.
800+
of the Fortune 1000
Our customers
15M+
Users worldwide
2,500+
Enterprise customers
Solutions for Digital Transformation
Awareness Evaluation Acquisition Engagement Advocacy
C-Suite Marketing SellingEmployee Advocacy
Customer Service
A platform supporting every device
Open eco-system with 200+ applications
Hootsuite now offers the largest
social advertising ecosystem of any
social media management platform.
Social Ads
Publicis and Hootsuite
This is Arc
Strategy & insights Listening & reach CRM & loyaltyEngagement &
experience
Awareness Consideration Loyalty & AdvocacyTransaction
CUSTOMER JOURNEY
Agenda
The Age of the Customer
Unlock value for your Customers
Unlock value for your Company
Unlock value from your Colleagues
“The key is to set realistic customer expectations, and then not to just meet them, but to exceed them -
preferably in unexpected and helpful ways.”
Richard Branson
Help your customer in every situation possible
Help your customer in every situation possible
Help your customer in every situation possible
Help your customer in every situation possible
It’s not go-to-market strategy anymore, it’s GO-TO-CUSTOMER
Re-think your Marketing & Sales Strategy
The social customer journey
EngagementAwareness AcquisitionEvaluation Advocacy
The four pillars of good CX
StrategyBusiness goals and
objectives
ProcessProcedures and business rules
PeopleOrganizational
structure, skills, and incentives
TechnologyApps and
infrastructure
Deploy new technology that
supports required process flows.
Develop process flows to achieve the selected strategy.
Get target users to successfully utilize
the applications.
Condition the organization to adopt new processes.
Success Factors:Strategy, Process, Technology and People
Source: Altimeter, Forrester
How google proactively goes-2-customers
How google proactively goes-2-customers
How google proactively goes-2-customers
5 Wants
Consumers seek “instant gratification” with “faster response to every question” and proactive real-time
support from companies
They want to be able to “choose the channel of communication”
so that they get “more information from peers over and above that from companies”
Agenda
The Age of the Customer
Unlock value for your Customers
Unlock value for your Company
Unlock value from your Colleagues
“Customers don’t see departments;
they see one brand.”
-Altimeter
Marketing
IT
Sales
Customer Service
Operations
Supply ChainOperations
Risk Management
Finance
Align Strategies &
Processes
• Social to social everywhere
Align Measurement
• Language of Stakeholders
Align Systems
• Social to CRM, Marketing,
etc
From Silos to a Fully Empowered Business
Agenda
The Age of the Customer
Unlock value for your Customers
Unlock value for your Company
Unlock value for your Colleagues
Empowered organizations will win
Official Channels
Employee Amplification
Vo
lum
e o
f u
se
rs
Basic Intermediate Advanced Specialist
Maturity
By content shared by employees vs owned
channels
8xMore
EngagementOf an
employee’s followers are
new to the brand
92% By messages shared
by employees vs owned channels
24xMore Re-Shares
Employee Networks are Valuable
Engaged Employees are...
more likely to stay at their
company
20%
more optimistic about their
company’s future
27%
more satisfied with their day to day
4x
Your logos, your brand
Continue
View posts by recency, popularity and people you follow.
Browse content that has been curated by your marketing team
Share content in seconds
Use Amplify as an internal news source for your
employees
Save content you might want to share at a later date
Topgolf builds brand reach through employee advocacy
Results
220%increase in total likes
31%increase in total shares
66%increase in total reads
Topgolf builds brand reach through employee advocacy
Company Challenge Drive brand reach across more than 28 venues in US and Europe
SolutionStrategically communicate to a distributed workforce
● Onboarding plan and training guidelines developed with Hootsuite resulted in a 42% adoption within the first week
● 300 of Topgolf’s most active and engaged Associates share pre-approved content and news to their social communities while on-the-go
Thank You!
C-Suite Marketing SellingEmployee
EngagementCustomer Service