For Your Consideration  In what ways can companies prepare to use social media for customer servicing?  Will social media change, enhance, or replace telemarketing?

Social Media  Social media are the means of communication based on interdependent relationships and cooperation among friends and associates  Enhanced by the anytime, anywhere benefits of the Web and mobile technologies  Built around online communities

Shift from Traditional Marketing to Digital Marketing Source: David Armano, Logic + Emotion, Online: darmano.typepad.com

Socialnomics Stats

Needed: Social Business Watch:

Some Common Reasons for Using Social Media  It’s trendy  It‘s free  It’s fast  It’s Facebook

WRONG!!

Social media participation is about interacting, participating, engaging, conversing in ways that meet your objectives.

Social Media Mess

The Social Context

The Zones of Social Media

Which Channels?

Reaching the Customer

Types of Media ZonePaid MediaEarned MediaOwned Media Social communityAdsConversations, Shared content, Influence impressions, Likes, fans Controlled profiles Social publishingEndorsements, Branded channels Embeds, comments, shares, links, search rankings Corporate blogs, branded media sharing sites Social entertainment Social game adsIn-game interactions Advergames, branded ARGs Social commerceSales promotionsReviews/ratings Referrals Group buys Social shopping Social storefronts

Social Media Marketing Planning  What does the consumer use in social channels and want from you?  What experience do you want the consumer to have?  What zones and vehicles will be involved?

Some Simple Examples  Sprint uses Facebook to share product information  Verizon organizes events on Facebook, and promotes ads and shares product demos on YouTube  T-Mobile uses YouTube to share how-to guides and uses Twitter for contests  Comcast uses Twitter for customer care

We Want Fans  Emotional engagement  Self-identification  Cultural competence  Auxiliary consumption  Production

 To get fans, we must listen and respond….

Getting the Social Motive of Consumers  Affinity impulse  Curiosity impulse  Contact comfort  Immediacy impulse  Altruistic impulse  Validation impulse

Why Customers Interact with Companies in Social Spaces

Influencers

Sample User Experience Map

Dr. Tracy Tuten skype: tracy.tuten facebook: tracy.tuten