social media presentation 120330

Jeff Carruthers

Managing Director

Resonate SolutionsTwitter: @resonateAU

Social Media Monitoring & ROI Forum- “Don’t let the tail wag the dog”

Social media monitoring & ROI:

Don’t let the tail wag the dog…

Social media monitoring has failed…?

A larger more evolutionary picture…

Socially integrated customer data…

Socially integrated customer process…

Customer feedback explosion…

Closed Loop Feedback

Voice of the Customer

Customer Insight & Action

Net Promoter Score (Relationship/Transactional)

Key ingredient #1: Identity

Key ingredient #2: Standard Metrics

How likely are you to recommend brand x to your friends and colleagues?

Key ingredient #3: Insights from text

Comments in context…

Insight & action cycle… now with social media

Listen

Act

Discover

Improve

What does this mean for social media monitoring?

From known customers to unknown consumers:

Topic/theme/driver alignment or gap

Sentiment/disposition (eg. Inferred NPS)

Social media velocity (topic/individuals/social graph, segments)

One customer view – where identified

Key challenge: The quest for identity

Ask via social media!

Ask during a service query

Social media initiated surveys

Competitions & games

Loyalty program updates

Online communities

Dog firmly in control of tail…

Jeff Carruthersjeff.carruthers@resonatesolutions.com.auPh: 0414 556 244www.resonatesolutions.com.au