unlocking business value from social...agenda the age of the customer unlock value for your...

@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