Drive More Revenue from Your Social Strategy in 2013
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)
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
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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)
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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,
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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
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Engaged customers are loyal customers
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)
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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
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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
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