social customer engagement roadmap, the 8-step system
TRANSCRIPT
SOCIAL CUSTOMER ENGAGEMENT ROADMAP
MAHER DOSOQI
Digital Marketing ProfessionalSpeaker, Consultant & Trainer
The 8-Step Systemv3.0
© 2015 Maher Dosoqi
@Maher_Dosoqi
WHAT’S THIS?
© 2015 Maher Dosoqi
CIRCUS BANDWAGON
© 2015 Maher Dosoqi
“1855 - Jump On The Band Wagon!”
SOCIAL MEDIA CIRCUS
© 2015 Maher Dosoqi
EVERYONE WANTS TO BE ON SOCIAL MEDIAHOW .. WHEN .. WHERE .. WHY
WHY SOCIAL MEDIA?FACTS & FIGURES
© 2015 Maher Dosoqi
293,000Status
Updates433,000Tweets
67,000Photos
Uploaded
5 MillionVideo Plays
120New Users
EVERY60
SECONDS
© 2015 Maher Dosoqi
1.3 Billion
288Million
300Million
1Billion
347Million
GLOBAL2015
USERS
© 2015 Maher Dosoqi
© 2015 Maher Dosoqi
© 2015 Maher Dosoqi
© 2015 Maher Dosoqi
© 2015 Maher Dosoqi
© 2015 Maher Dosoqi
Why People Follow Brands on Social Media?
SPECIAL OFFERS CURRENT CUSTOMER OTHER SUPPORTENTERTAINMENT FRIENDS OF BRAND FANS
6%
18%
5%1%
33%
37%
6%
23%
3%1%
23%
43%
OFFER . DELIGHT . ENTERTAIN© 2015 Maher Dosoqi
JOURNEY TO SUCCESSYOU NEED A ROADMAP!
© 2015 Maher Dosoqi
SOCIAL CUSTOMER ENGAGEMENT
ROADMAP
MAHER_DOSOQI
© 2015 Maher Dosoqi
The 8-Step System
RESEARCH 1
OBJECTIVES 2
LISTEN 3
POLICY
4
STRATEGY
5
ENGAGE6
REWARD7
MEASURE8
SOCIAL CUSTOMER ENGAGEMENT
ROADMAP
MAHER_DOSOQI
© 2015 Maher Dosoqi
RESEARCH 1
The 8-Step System
RESEARCHSEGMENT .. TARGET .. POSITION
COMPETITION LANDSCAPE & CONSUMER BEHAVIOR© 2015 Maher Dosoqi
SOCIAL CUSTOMER ENGAGEMENT
ROADMAP
MAHER_DOSOQI
© 2015 Maher Dosoqi
RESEARCH 1
OBJECTIVES 2
The 8-Step System
SET OBJECTIVESAWARENESS, PERCEPTIONACQUISITION, SUPPORT
© 2015 Maher Dosoqi
SOCIAL CUSTOMER ENGAGEMENT
ROADMAP
MAHER_DOSOQI
© 2015 Maher Dosoqi
RESEARCH 1
OBJECTIVES 2
LISTEN 3The 8-Step System
LISTENSENTIMENT, TRENDS, SPY ON COMPETITION
CUSTOMER NEEDS, WANTS & DEMANDS© 2015 Maher Dosoqi
SOCIAL CUSTOMER ENGAGEMENT
ROADMAP
MAHER_DOSOQI
© 2015 Maher Dosoqi
RESEARCH 1
OBJECTIVES 2
LISTEN 3
POLICY
4
The 8-Step System
MAKE POLICYPROTECTION: PERSONA, REPUTATION & PRIVACY
GUIDELINES: CRISIS - WHAT TO SAY & HOW TO REACT© 2015 Maher Dosoqi
SOCIAL CUSTOMER ENGAGEMENT
ROADMAP
MAHER_DOSOQI
© 2015 Maher Dosoqi
RESEARCH 1
OBJECTIVES 2
LISTEN 3
POLICY
4
STRATEGY
5
The 8-Step System
DEVELOP STRATEGYPLAN .. ACTIONS .. TIME
CHOOSE SUITABLE CHANNELS© 2015 Maher Dosoqi
CHANNEL STRATEGY
© 2015 Maher Dosoqi
Which Channel Suitable For Me?
CHANNEL STRATEGY
© 2015 Maher Dosoqi
Which Channel Suitable For Me?
YOU DON’T NEED TO BE EVERYWHERE!
© 2015 Maher Dosoqi
LAWYER
xx
MEDIA STRATEGY
© 2015 Maher Dosoqi
OWNED .. EARNED .. PAID
CONTENT STRATEGY
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CONTENT IS KINGCREATION & CURATION
Articles, Photos, Audio, Video, Whitepaper, Infographics
TELL A STORY
© 2015 Maher Dosoqi
IT’S ALL ABOUT BRAND EXPERIENCE
© 2015 Maher Dosoqi
..A GREAT STORY“A MESSAGE TO SPACE”
Video Link: https://goo.gl/750e5R
POST @ PERFECT TIME!FIND OUT WHEN THEY ARE ACTIVE
9AM MORNING, 2PM AFTER NOON, 8PM EVENING© 2015 Maher Dosoqi
MOBILE STRATEGY55% CHECK MOBILE PHONES
WHEN WAKE UP.. 54% BEFORE SLEEP© 2015 Maher Dosoqi
© 2015 Maher Dosoqi
© 2015 Maher Dosoqi
© 2015 Maher Dosoqi
© 2015 Maher Dosoqi
SOCIAL CUSTOMER ENGAGEMENT
ROADMAP
MAHER_DOSOQI
© 2015 Maher Dosoqi
RESEARCH 1
OBJECTIVES 2
LISTEN 3
POLICY
4
STRATEGY
5
ENGAGE6 The 8-Step System
ENGAGEEmotional (On Time, Empathy).. Ethical (Transparent,
Respectful).. Professional (Knowledgeable, Helpful)
BE TRANSPARENTBODYFORM CEO’s PUBLIC APOLOGY
© 2015 Maher Dosoqi
83,000LIKES
5.8MPLAYS
BE TRANSPARENTApology Came On Time (Momentum).. Yet Sarcastic :)
© 2015 Maher DosoqiVideo Link: https://goo.gl/ZvDRRs
SOCIAL CUSTOMER ENGAGEMENT
ROADMAP
MAHER_DOSOQI
© 2015 Maher Dosoqi
RESEARCH 1
OBJECTIVES 2
ENGAGE6
REWARD7
The 8-Step System LISTEN 3
POLICY
4
STRATEGY
5
REWARDIDENTIFY INFLUENCERS .. UPGRADE CUSTOMERS
LOYALTY PROGRAMS .. MAKE CONTESTS© 2015 Maher Dosoqi
SOCIAL CUSTOMER ENGAGEMENT
ROADMAP
MAHER_DOSOQI
© 2015 Maher Dosoqi
RESEARCH 1
OBJECTIVES 2
ENGAGE6
MEASURE8
The 8-Step System
REWARD7
LISTEN 3
POLICY
4
STRATEGY
5
SOCIAL MEDIA MEASUREMENT© 2015 Maher Dosoqi
ANALYZE, MEASURE & OPTIMIZE© 2015 Maher Dosoqi
SOCIAL CUSTOMER ENGAGEMENT
ROADMAP
MAHER_DOSOQI
© 2015 Maher Dosoqi
RESEARCH 1
OBJECTIVES 2
ENGAGE6
MEASURE8
The 8-Step System
REWARD7
LISTEN 3
POLICY
4
STRATEGY
5
THANK YOU!
QUESTIONS?
@Maher_Dosoqi
© 2015 Maher Dosoqi