social media presentation 120330
TRANSCRIPT
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 [email protected]: 0414 556 244www.resonatesolutions.com.au