Building Trust with Consumers via Social Media and Raising the Bar in Customer Service
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Social media is clearly mainstream, and customers are demanding attention there more than ever. In this presentation, given the to the Customer Response Summit in February 2013, we look at the trends in the industry, how Ford Motor Company handles social customer service and how the company handles fans, advocates and influencers to build purchase consideration and improve Ford's reputation.
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Building Trust with Consumers via Social Media and Raising the Bar in Customer Service
- 1. Social Media at the Intersection of Brand, Communications and Service
- 3. Almost ½ of Americans engage brands on social networks
- 4. It’s not just for kids Business owners are 28% more likely than those who don’t own a business to follow/engage with a brand (59% vs. 46%) Senior executives, decision- makers, and leaders are 40% more likely than those without such authority to follow/engage with a brand (63% vs. 45%).
- 11. Why does this matter?
- 12. It’s not about your brand any more
- 13. It’s not about your brand any more 79% “My relationship with brands is of consumers agree with the statement: much more personal than ever before.” 68% of consumers say: “Shopping today is less about the brands/products themselves and more about me - what I’m feeling or needing.”
- 14. Behaviors along the Purchase Loop Openness Post purchase Realized want evaluation / need Research / Learning / vetting education Seeking ideas / inspiration
- 15. Behaviors along the Purchase Loop Openness Post purchase Realized want evaluation / need Opportunity to engage Research / Learning / vetting education Seeking ideas / inspiration
- 16. Social Media Key Influencer in Multi-Exposure Purchase
- 17. Ford Strategy Use social media to improve concern resolution, increase customer loyalty, and help influence purchase decisions How we do it Proactively engage in Twitter, Facebook and web forums including: Yahoo! Answers, AllFordmustangs, Explorerforum, and over 20 others @FordService Twitter account has almost 15k followers, the largest following among all OEMs
- 19. But don’t take our word for it… @FordService – TY. I #Ford apparently gets social appreciate the assistance. networking. A random tweet This is why I drive a Ford. from me is leading to my Service is everything and you looking at a Ford car I never guys are top notch. even considered before. I’m a prospective buyer Thank you @FordService for and it’s pretty awesome taking care of my wife and to see an actual Ford kids! (And the car of course.) Customer Care person Superior response and service. posting on here. I am awed. #Ford #TY
- 21. Not all consumers are created equal
- 28. Engaging with Influencers “The longer you can listen, the more you’ll learn; the more you engage humbly, the more likely those influencers will amplify your message later. What do you call a well- informed, respectful, sustained engagement? A relationship.” - Marshall Kirkpatrick, LittleBird
- 35. Ford @ NAIAS
Notes de l'éditeur
- http://www.marketingcharts.com/wp/direct/almost-half-of-americans-say-they-engage-with-brands-on-socnets-26262/
- 71% of those who experienced a quick and effective response say they are likely to recommend a brand or company, versus just 17% who had an effective but slow response. 29% would use a company’s Facebook page to comment on or ask a question about a product or service, followed by their personal Facebook pages (28%); the company’s blog (15%); and Twitter, using a personal handle (14%) or a brand handle (13%).Social media users between 18 and 34 are more likely to post on Facebook or Twitter (at about 35% and 25% on average) than those users 35 or older.http://www.marketingcharts.com/wp/topics/blogs/7-in-10-would-recommend-a-brand-or-company-after-a-good-social-care-response-24387/
- Consumer exposure to a combination of paid, owned and earned media led to better bottom-line results, including a larger average order size and greater revenue per click.http://www.emarketer.com/Article/Social-Media-Key-Influencer-Multi-Exposure-Purchase-Path/1008845#VlwRe1VZgPmiOQ00.99
- http://getlittlebird.com/2012/11/the-true-value-of-online-influencers-its-not-about-parroting-your-messages/
- Stefania Butler told us what she thought was wrong with the U.S. auto industry in a long rant, during a time when Ford was defending itself as we tried to separate ourselves from the other two U.S. automakers.
- We invited Stefania and 49 of the most influential female bloggers from the 2009 BlogHer convention to join us at Ford’s Chicago Assembly Plant for a day-long event that included interactions with executives, engineers, futurists, and the men and women who build our great Ford vehicles. They even had a chance to get in our vehicles and test drive them.
- This is the world cloud we collected before the day’s events began. It equated to only 27% of the attendees having a positive view of Ford.
- This is the resultant word cloud at the end of the day’s events. That 27% figure increased to 96% of them reporting a positive impression of Ford after our activities concluded.
- And Stefania herself began to rethink her position, with her network proceeding to be influenced. She even wrote a longer blog post than her first, titled “What Ford Motor Company, the Women of Ford and a Guy Named Larry Taught Me About Ford.” We turned a complete negative into a complete positive.