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

3. 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

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

5. Socialnomics Stats

6. Needed: Social Business Watch: http://www.slideshare.net/EdelmanDigital/socialbiz-v2final-13778281

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

8. WRONG!!

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

10. Social Media Mess

12. The Social Context

13. The Zones of Social Media

14. Which Channels?

15. Reaching the Customer

16. 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

17. 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?

18. 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

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

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

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

28. Why Customers Interact with Companies in Social Spaces

29. Influencers

30. Sample User Experience Map

31. Dr. Tracy Tuten tutent@ecu.edu www.tracytuten.com www.twitter.com/brandacity www.linkedin.com/in/tracytuten skype: tracy.tuten facebook: tracy.tuten