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FEI: Voice of Customer Summit
Social Media for Customer Driven Innovation




               Scott Hirsch

       VP of Business Development

               May 3, 2010
Agenda
•  About Me!
•  Current State: Social Media As a Tool!
•  Future State: Social Business and Customer Collaboration!
•  “The Power of Like” and the Rise of Facebook!
•  Social Commerce: A Disruptive Innovation on the Horizon!
•  Questions and Answers!
About Me
                       

                   Scott Hirsch
                   VP of Business Development
                   Get Satisfaction
                   scotth@getsatisfaction.com




Social CRM is neither social nor CRM … discuss

      The Future Is Social Business
Value of Social Media
Where I come from …


 7 years in Non-profit/Public Sector

 Haas School of Business @ Berkeley
 - Product Design and Development
 - Haas Social Venture Competition

 Adaptive Path – User Experience Design Firm
 - Really skeptical of traditional customer “research”
 - The power Contextual inquiry

 Management Innovation Group – Boutique Strategy Firm
 - Pioneered of internal collaboration tools/process
 - Early stages of social media
The Story of Enterprise 2.0 and Social Media
Was Foreseen Many Years Ago


  "Long-term commitment to
     new learning and new
philosophy is required of any
    management that seeks
                   Macroforces
transformation. The timid and
   the fainthearted, and the
                       change
   people that expect quick
                   Relationships
    results, are doomed to
       disappointment.“
    - - W. E D WA R D S D E M I N G !
How do you sleep well at night? 




         Honesty
        Openness 
        Willingness

      (transparency)
Openness, honesty, and willingness (transparency)




                      One 
     Many
                 to
                                      Many
                      One
Social Media is Not New

User Forms




Forums are some of the oldest technology on the web
Social Media is Not a Destination



                     Frank Eliason –

                     Starts responding to
                     support-related tweets
                     under the user name:
                     ComcastCares 




   The innovation here came from the brand’s
   willingness to pro-actively reach out to
   customers with service/support issues
Social Media is Not “Yours”


                                  Customers create
                                  community around
                                  the things that they
                                  care about. 


                                  The obligation is on
                                  Companies to claim
                                  their space 



  Innovation here is create social media “spaces”
  that customers want to engage around.
Social Media is Not Just a Channel or Two


                             New platforms will
                             continue to emerge. 


                             The trick is knowing
                             how to assess
                             relevance.




 Innovation here is to know what channels matter
 to your business … not being afraid to engage
Above All, Social Media Is Just a Tool …

The Value is in the Conversation

 Analogy: 


 The telephone transformed business … but the telephone
 didn’t create value. 

 The ability to converse over distance in real-time created
 value. The telephone was just a tool. 

 Taking it a step further, email transformed business by
 documenting conversations 

 Social media transforms business by enabling many-to-
 many conversations between customers and brands.
Here’s Why You Should Care … 

VOC Conversations Have Value Everywhere

    Feature Voting
      Product
                                          Advocacy



        R&D
                             Marketing


Crowd-sourced Ideas
                     Social Ads



           Service / 

                                    Sales
           Support

                    Self-serve Set-up
Where is the Conversation in Social Media?

                Reach!                Conversational       Business
                                      Structure!           Relevance!
  Forums!       Walled destination!   Two-way, but closed! Service / Support!
                                                           R&D!
  Blogs!        Readers, but good     One-to-many         Product!
                SEO!                  except in comments! Marketing !
  Twitter!      Followers!            Broadcast, not       Service / Support!
                                      conversation!        PR … Marketing? !
  Facebook!     Social Graph of       Conversational, but Marketing!
                “People like me”!     closed to Facebook! Sales!
  Yelp          Locally powerful!     Broadcast!           Marketing !
  Foursquare!                                              Sales!


 Get Satisfaction innovates by aggregating multiple
 social media channels into one social platform
Social Business is the Next Step

 Encourage          Aggregate          Use Across
                                                          Create Value!
Conversation!       Knowledge!         Disciplines!


 Get Satisfaction is a platform for:
 •  Encouraging conversation in your social web channels:
    Facebook, Twitter, and on your website.
 •  Aggregating the knowledge created by these
    conversations into one social platform.
 •  Facilitating use of customer knowledge across disciplines
    (service, support, marketing, sales, R&D, etc.).
 •  Using this insight to create value both internally and for
    your customers.
 •  Social Business delivers ROI for social media
Get Satisfaction Case Study

 Mint.com Problem Statement
 •  Mint was experiencing exponential user growth
 •  Product roadmap was aggressive and in need of user
    input for prioritization
 •  Tier 1 support was a user forum with poor search
    functionality and low adoption
 •  Tier 2 support was email – backlog sometimes
    approached 2 weeks
 •  Due to nature of support questions, peer-to-peer support
    was critical for success


  Encourage        Aggregate         Use Across
                                                       Create Value!
 Conversation!     Knowledge!        Disciplines!
Encourage Conversation
                               Encourage
                                                     Conversation!




                                         Not a forum taxonomy
                                          Call to action is very
                                         simply “ask a question”




  Best Practices
  •  Use a conversational, easy-to-navigate medium
  •  Forums don’t work … up to 50% of customers
     immediately navigate away.
Aggregate
Aggregate Knowledge
                                  Knowledge!




  Best Practices
  •  Aggregate the knowledge created by these
     conversations into one platform with natural language
     search.
  •  Integrate social knowledge into your system of record
     (e.g., Salesforce.com, Parature, etc.)
Use Across
Use Across Disciplines
              Disciplines!



                          Best Practices
                          •  Cross-functional
                             involvement in the
                             conversation
                          •  Providing an “official
                             answer” when there
                             is one
                          •  Open-ness and
                             transparency build
                             brand and goodwill
                             (marketing benefit)
Create Value
                                       Create Value!




  Best Practices
  •  Use a platform that will aggregate even more customer
     conversation (open, optimized for search engines)
  •  Delivers value to marketing (SEO) and service/support
     … as well as to customers by providing answers to
     questions
Let’s Talk About Facebook

      Basic Facebook Stats
      •  Facebook is big and getting bigger … 400M users, 50% return
       daily, 25min session time, 100M mobile users
      •  Only 4 of the top 30 fan pages are brands
      •  But … 10 of the 30 fastest growing fan pages are brands


      What does this mean?
      •  Your most social customers are on Facebook - Real people
       talking about things they are passionate about
      •  Facebook’s social graph is representative of strong
       relationships and support viral effects!
      •  “People like me” are your brand’s best advocates/promoters

22
Managing Customer Engagement on Fan
      Pages Presents Challenges

      •  The Wall changes quickly
        (limited exposure of valuable content to fans)


      •  There is no search function
        (costly, repetitive responses)


      •  The content has no permanence
        (limited value to internal teams/systems)


      •  Content is not optimized for SEO
        (limited leverage of user generated content)


23
The Get Satisfaction Facebook Overview




                                      We search for
                                        answers
                                          Content is
                                       liberated from
       And display post questions,
       Consumers the                      Facebook
      brand’s response
 and praise
       problems, ideas,




24
We Make the Fan Page Create More Value

       Encourage      •  GS is designed for productive conversations
      Conversation!      -  Questions, problems, ideas, and praise



       Aggregate      •  Customer conversations are transformed
       Knowledge!        -  Into multi-purpose, re-usable, searchable knowledge



       Use Across     •  Fan page content is hosted in GS, not Facebook
       Disciplines!      -  Can be shared internally or pushed to your web site



                      •  Social knowledge benefits the whole organization
      Create Value!
                        -  Service, support, consumer relations, marketing, sales




25
                 Engaged customers are loyal customers
Social CRM: Convergence is Coming!




26
Next on the horizon
      •  Social Currency – Cross-platform reputation
      •  Social Commerce
      •  Conversational Advertising




         There is less trust of big companies, more trust of
                     “People Like Me” (Edelman)




27
Social Business Trends

      67% of consumer purchases are primarily influenced by
       Word of Mouth (McKinsey)

      What does this mean for Ecommerce?
      •  From Efficiency (eBay) to Experience (Zappos)
      •  From Transactions (Overstock) to Relationships
         (Gilt.com)
      •  One-to-many Customer Service is the New
         Marketing 

      Problem: How to leverage Word of Mouth Marketing in
       eCommerce

28
Opportunity: 

      UGC to drive Word of Mouth Marketing

      UGC Evolution: Ratings/Reviews -> Q&A -> ? 
       “The marginal value of each additional product review approaches zero” 

          
    
      
     
     
      
– anonymous CPG executive
      Conversations!
      •  Service Reps become sales people
      •  Customers answer each other’s product questions;
         champions/advocates can be rewarded
      •  Brand/product advocates emerge and their content
         can be syndicated other places

      Free yourself from Google!

       Community content is also a great driver of SEO

29
What’s the Value of Advocate Content?
Target Social Content Inventory for Ads




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Thank You!
         


   Scott Hirsch
   VP of Business Development
   Get Satisfaction
   scotth@getsatisfaction.com

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Social Media as Customer-Driven Innovation

  • 1. FEI: Voice of Customer Summit Social Media for Customer Driven Innovation Scott Hirsch
 VP of Business Development
 May 3, 2010
  • 2. Agenda •  About Me! •  Current State: Social Media As a Tool! •  Future State: Social Business and Customer Collaboration! •  “The Power of Like” and the Rise of Facebook! •  Social Commerce: A Disruptive Innovation on the Horizon! •  Questions and Answers!
  • 3. About Me Scott Hirsch VP of Business Development Get Satisfaction scotth@getsatisfaction.com Social CRM is neither social nor CRM … discuss The Future Is Social Business
  • 5. Where I come from … 7 years in Non-profit/Public Sector Haas School of Business @ Berkeley - Product Design and Development - Haas Social Venture Competition Adaptive Path – User Experience Design Firm - Really skeptical of traditional customer “research” - The power Contextual inquiry Management Innovation Group – Boutique Strategy Firm - Pioneered of internal collaboration tools/process - Early stages of social media
  • 6. The Story of Enterprise 2.0 and Social Media Was Foreseen Many Years Ago "Long-term commitment to new learning and new philosophy is required of any management that seeks Macroforces transformation. The timid and the fainthearted, and the change people that expect quick Relationships results, are doomed to disappointment.“ - - W. E D WA R D S D E M I N G !
  • 7. How do you sleep well at night? Honesty Openness Willingness (transparency)
  • 8. Openness, honesty, and willingness (transparency) One Many to Many One
  • 9. Social Media is Not New User Forms Forums are some of the oldest technology on the web
  • 10. Social Media is Not a Destination Frank Eliason –
 Starts responding to support-related tweets under the user name: ComcastCares 
 The innovation here came from the brand’s willingness to pro-actively reach out to customers with service/support issues
  • 11. Social Media is Not “Yours” Customers create community around the things that they care about. 
 The obligation is on Companies to claim their space Innovation here is create social media “spaces” that customers want to engage around.
  • 12. Social Media is Not Just a Channel or Two New platforms will continue to emerge. 
 The trick is knowing how to assess relevance. Innovation here is to know what channels matter to your business … not being afraid to engage
  • 13. Above All, Social Media Is Just a Tool …
 The Value is in the Conversation Analogy: 
 The telephone transformed business … but the telephone didn’t create value. The ability to converse over distance in real-time created value. The telephone was just a tool. Taking it a step further, email transformed business by documenting conversations Social media transforms business by enabling many-to- many conversations between customers and brands.
  • 14. Here’s Why You Should Care … 
 VOC Conversations Have Value Everywhere Feature Voting Product Advocacy R&D Marketing Crowd-sourced Ideas Social Ads Service / 
 Sales Support Self-serve Set-up
  • 15. Where is the Conversation in Social Media? Reach! Conversational Business Structure! Relevance! Forums! Walled destination! Two-way, but closed! Service / Support! R&D! Blogs! Readers, but good One-to-many Product! SEO! except in comments! Marketing ! Twitter! Followers! Broadcast, not Service / Support! conversation! PR … Marketing? ! Facebook! Social Graph of Conversational, but Marketing! “People like me”! closed to Facebook! Sales! Yelp Locally powerful! Broadcast! Marketing ! Foursquare! Sales! Get Satisfaction innovates by aggregating multiple social media channels into one social platform
  • 16. Social Business is the Next Step Encourage Aggregate Use Across Create Value! Conversation! Knowledge! Disciplines! Get Satisfaction is a platform for: •  Encouraging conversation in your social web channels: Facebook, Twitter, and on your website. •  Aggregating the knowledge created by these conversations into one social platform. •  Facilitating use of customer knowledge across disciplines (service, support, marketing, sales, R&D, etc.). •  Using this insight to create value both internally and for your customers. •  Social Business delivers ROI for social media
  • 17. Get Satisfaction Case Study Mint.com Problem Statement •  Mint was experiencing exponential user growth •  Product roadmap was aggressive and in need of user input for prioritization •  Tier 1 support was a user forum with poor search functionality and low adoption •  Tier 2 support was email – backlog sometimes approached 2 weeks •  Due to nature of support questions, peer-to-peer support was critical for success Encourage Aggregate Use Across Create Value! Conversation! Knowledge! Disciplines!
  • 18. Encourage Conversation Encourage Conversation! Not a forum taxonomy Call to action is very simply “ask a question” Best Practices •  Use a conversational, easy-to-navigate medium •  Forums don’t work … up to 50% of customers immediately navigate away.
  • 19. Aggregate Aggregate Knowledge Knowledge! Best Practices •  Aggregate the knowledge created by these conversations into one platform with natural language search. •  Integrate social knowledge into your system of record (e.g., Salesforce.com, Parature, etc.)
  • 20. Use Across Use Across Disciplines Disciplines! Best Practices •  Cross-functional involvement in the conversation •  Providing an “official answer” when there is one •  Open-ness and transparency build brand and goodwill (marketing benefit)
  • 21. Create Value Create Value! Best Practices •  Use a platform that will aggregate even more customer conversation (open, optimized for search engines) •  Delivers value to marketing (SEO) and service/support … as well as to customers by providing answers to questions
  • 22. Let’s Talk About Facebook Basic Facebook Stats •  Facebook is big and getting bigger … 400M users, 50% return daily, 25min session time, 100M mobile users •  Only 4 of the top 30 fan pages are brands •  But … 10 of the 30 fastest growing fan pages are brands What does this mean? •  Your most social customers are on Facebook - Real people talking about things they are passionate about •  Facebook’s social graph is representative of strong relationships and support viral effects! •  “People like me” are your brand’s best advocates/promoters 22
  • 23. Managing Customer Engagement on Fan Pages Presents Challenges •  The Wall changes quickly (limited exposure of valuable content to fans) •  There is no search function (costly, repetitive responses) •  The content has no permanence (limited value to internal teams/systems) •  Content is not optimized for SEO (limited leverage of user generated content) 23
  • 24. The Get Satisfaction Facebook Overview We search for answers Content is liberated from And display post questions, Consumers the Facebook brand’s response and praise problems, ideas, 24
  • 25. We Make the Fan Page Create More Value Encourage •  GS is designed for productive conversations Conversation! -  Questions, problems, ideas, and praise Aggregate •  Customer conversations are transformed Knowledge! -  Into multi-purpose, re-usable, searchable knowledge Use Across •  Fan page content is hosted in GS, not Facebook Disciplines! -  Can be shared internally or pushed to your web site •  Social knowledge benefits the whole organization Create Value! -  Service, support, consumer relations, marketing, sales 25 Engaged customers are loyal customers
  • 26. Social CRM: Convergence is Coming! 26
  • 27. Next on the horizon •  Social Currency – Cross-platform reputation •  Social Commerce •  Conversational Advertising There is less trust of big companies, more trust of “People Like Me” (Edelman) 27
  • 28. Social Business Trends 67% of consumer purchases are primarily influenced by Word of Mouth (McKinsey) What does this mean for Ecommerce? •  From Efficiency (eBay) to Experience (Zappos) •  From Transactions (Overstock) to Relationships (Gilt.com) •  One-to-many Customer Service is the New Marketing Problem: How to leverage Word of Mouth Marketing in eCommerce 28
  • 29. Opportunity: 
 UGC to drive Word of Mouth Marketing UGC Evolution: Ratings/Reviews -> Q&A -> ? “The marginal value of each additional product review approaches zero” 
 – anonymous CPG executive Conversations! •  Service Reps become sales people •  Customers answer each other’s product questions; champions/advocates can be rewarded •  Brand/product advocates emerge and their content can be syndicated other places Free yourself from Google!
 Community content is also a great driver of SEO 29
  • 30. What’s the Value of Advocate Content?
  • 31. Target Social Content Inventory for Ads !"#$%&'()*'$+#&,)-'#"+.-+.'/0"1'23-"4&-'5$6-'1-78'9-0-'%0-'.:"' %)*'.;%.'#",&)'<-'#0-%.-)'/0"1'.;-'%)="#%.-'#"+.-+.7'' !"#"$%&'>/':-'6+":'4*?#;"@)-1"'"/'4"*.-0A'%+)':-'6+":'4*?#;"@ )-1"'"/'.;-'.%0B-.A':-'#%+'4-0/-#.&?'.%0B-.'%+)'.-*.'.;-*-'%)*7''
  • 32. F9+<&G+)+</*+0&!08+<.93)5&& #"+.-+.'S":'.;0",B;'.;-'*"#$%&'*?*.-1*' C*-0*':$.;'!."0$-*D' E+'F%#-<""6' -R"11-0#-'!"&,K"+'@' F,0.;-0'!"#$%&' G%06-K+B'30"1"K"+*'"+' L+B%B-1-+.' F%+'3%B-' Q' M &"+/92<+&-()8+<93()& J-.'!%K*/%#K"+D'2!"#$%&' M &@8/,2/*+=<+>)+&*/<5+.)5& M &H<38+&1(<+&+)5/5+1+)*& L+B%B-1-+.'9,<8'"+' L+B%B-':$.;'()="#%.-*' F%#-<""6' "+'F%#-<""6'%+)'R0-%.-' L=%&,%.-'R"+=-0*$"+'@'' O' %&'()*+)*&&'(,,+-.()&/)0& !"#$%&'R"+.-+.'>+=-+."0?' U0$=-'G"0-'L+B%B-1-+.' '(112)3*4&"/)/5+1+)*& M &60+).74&!08(-/*+9& M &:2;;(<*&/08(-/*+&-()*+)*& ()' ()' ()' NQ' NP' NO' >+="&=-0D'(,)$-+#-' G%+%B-1-+.'3&%H"01' ()'G%+%B-1-+.' I!"#$' %&"(0+</*+=!;;<(8+& %&"/)/5+&'()*+)*& P' %&@9*/A,39B&C/<5+.)5& %&#2A,39B&!09& %&D;.13E+& %&'(1;,+*+&/)0& /99(-3/*+&*/<5+.)5& ;<(>,+?& >+)-+K/?@T%0B-.'!"#$%&'>+=-+."0?'/"0'()*'
  • 33. Thank You! Scott Hirsch VP of Business Development Get Satisfaction scotth@getsatisfaction.com