The battle for customer loyalty is fiercer than ever. Smart social media practitioners and marketers are using social media to deliver a personal touch at scale, reinforcing the in-store experience online and on social media channels. Learn how to enhance the customer experience through dialogue and extending brand experiences to virtual spaces with a group of social media veterans from a variety of industries and backgrounds. You will learn: -Methods for extending customer loyalty with social media -How to use customer stories to amplify the brand -Tips on finding a balance between quantifiable metrics and enhancing the customer experience Panelists: -Chris Horton, Digital Strategist at Synecore -Adam Naide, Executive Director of Mktg - Social Media at Cox Communications -Jason Kapler, VP Marketing at LiveWorld -Paul Dunay, Financial Services Marketing Leader at PwC This webinar was brought to you by LiveWorld.

1. Prioritizing the Customer
Experience in Social Media
#SMTLive

2. #SMTLive
Thank
You
to
Our
Sponsor
@LiveWorld

3. #SMTLive
Join
the
Conversa:on…
Follow
along
and
share
your
thoughts
on
Twi3er
at
#SMTLive
Submit
your
ques<ons
in
the
GoToWebinar
Presenta<on
window

4. #SMTLive
Our
Speakers
Paul
Dunay
is
an
award-­‐winning
B2B
marke<ng
expert
with
more
than
20
years’
success
in
genera<ng
demand
and
crea<ng
buzz
for
leading
technology,
consumer
products,
financial
services
and
professional
services
organiza<ons.
Paul
is
the
author
of
five
“Dummies”
books
including
Facebook
Adver-sing
for
Dummies
(Wiley
2010),
and
Facebook
Marke-ng
for
Dummies
3rd
Edi<on
(Wiley
2012).
@PaulDunay
Jason
Kapler,
with
over
10+
years
of
marke<ng
experience
in
B2B
and
B2C,
is
a
leading
voice
in
Analy<cs,
B2B
Marke<ng,
Real-­‐Time
Insights
and
Social
Media
Marke<ng.
He
is
a
regular
par<cipant
on
industry
panels
and
has
contributed
to
AdExchanger,
Bloomberg
BusinessWeek,
eMarketer,
Los
Angeles
Business
Journal,
Marke<ngProfs,
Mediapost,
PRSA,
Social
Media
Today
and
Social
Media
Week.
Follow
him
on
Twi3er,
@jasonkapler.
Adam
Naide
leads
overall
strategy
for
Cox
Communica<on's
social
media
presences
including
fan
engagement,
customer
acquisi<on
&
reten<on,
social
commerce
and
SocialTV.
Adam
is
a
regular
speaker
on
social
media
topics
at
industry
conferences,
including
SXSW,
The
Social
Media
Shake-­‐Up
and
Social
Media
Insider's
Conference.
Follow
him
on
Twi3er,
@adamnaide.
Chris
Horton
is
a
content
creator
and
digital
strategist
for
Minneapolis-­‐based
integrated
digital
marke<ng
agency,
Synecore.
An
avid
tech
enthusiast,
Chris
has
wri3en
hundreds
of
blogs
and
numerous
ebooks
on
various
topics
related
to
digital
marke<ng,
including
SEO,
inbound,
content,
social,
mobile,
apps,
digital
branding
and
PR,
Internet
trends,
and
digital
integra<on
&
transforma<on.
Chris’
digital
marke<ng
<ps
can
be
found
on
Synecore’s
Marke-ng
Technology
for
Growth
blog.
In
his
(limited)
spare
<me,
Chris
enjoys
playing
with
his
three
children
and
reading
li3le-­‐read
and
long-­‐forgo3en
history
books.
@chrshorton

5. #SMTLive
Believe the customer experience will be their
primary basis for competition by 2016
89%

6. #SMTLive
Companies have a strategy
to improve the customer experience
26%

7. #SMTLive
Buying experiences are based on how
customers feel they are being treated
70%

8. #SMTLive
Our New Reality
1) Reduced product-based competitive advantages
2) Harder to reach consumers & influence behavior
3) Marketers must find new areas to win customers

9. #SMTLive
The Opportunity
Customer Experience is the
chief battleground for brands

10. #SMTLive
If the associates treat
the customers well, the
customers will return
again and again…
And that is where the real
profit in this business lies.”
– Sam Walton

11. SOCIAL ACTIVATION THROUGHOUT THE CUSTOMER JOURNEY
Generate awareness
of new brand
launches
Drive lift in consideration of
Cox Video and Internet
Experience
Generate increase
in Brand NPS
COX
EXPERIENCE
11
COX MVP
COMMUNITY
BRAND
ENGAGEMENT
CUSTOMER
EDUCATION

12. 12
COX FANS = NET PROMOTERS
28%
Cox NPS among
Facebook Fans
(subs)
Customers that are fans of Cox on Facebook have a significantly
higher Net Promoter Score (NPS) the average,
4%
Avg. Telco NPS
30%
Facebook

13. MAKING THE CUSTOMER EXPERIENCE SOCIAL

14. TURNING CUSTOMERS INTO BRAND ADVOCATES
93.5% Response rate to social audience.
Social Care is about addressing issues,
turning brand deterrents into brand advocates.

15. COX MVP !
COX MVP:
WORD OF MOUTH AT SCALE AROUND THE COX EXPERIENCE

16. #SMTLive
Enhancing the Customer Experience: Two Case Studies
• Extreme Social Engagement: Pillsbury’s Strudel
Doodler
– Video Link
• Extreme Social Consumer Advocacy: Unilever’s
Marmarati
– Video Link

17. #SMTLive
Finding the Balance: Customer Experience and ROI
Two Sides of the Equation:
– Internal Facing
• Clarify Values and Business Goals
• Answer the Broad Strategic Questions
– Who, What, Why, How
– External Facing
• Analyze Marketplace
• Set Campaign Objectives and KPIs
• Clarify Target Audience
– Build Detailed Buyer Personas
– Tie Customer Lifestyle to Campaign Objectives
– Don’t Silo Your Social!

18. #SMTLive
Our
Speakers
Paul
Dunay
is
an
award-­‐winning
B2B
marke<ng
expert
with
more
than
20
years’
success
in
genera<ng
demand
and
crea<ng
buzz
for
leading
technology,
consumer
products,
financial
services
and
professional
services
organiza<ons.
Paul
is
the
author
of
five
“Dummies”
books
including
Facebook
Adver-sing
for
Dummies
(Wiley
2010),
and
Facebook
Marke-ng
for
Dummies
3rd
Edi<on
(Wiley
2012).
@PaulDunay
Jason
Kapler,
with
over
10+
years
of
marke<ng
experience
in
B2B
and
B2C,
is
a
leading
voice
in
Analy<cs,
B2B
Marke<ng,
Real-­‐Time
Insights
and
Social
Media
Marke<ng.
He
is
a
regular
par<cipant
on
industry
panels
and
has
contributed
to
AdExchanger,
Bloomberg
BusinessWeek,
eMarketer,
Los
Angeles
Business
Journal,
Marke<ngProfs,
Mediapost,
PRSA,
Social
Media
Today
and
Social
Media
Week.
Follow
him
on
Twi3er,
@jasonkapler.
Adam
Naide
leads
overall
strategy
for
Cox
Communica<on's
social
media
presences
including
fan
engagement,
customer
acquisi<on
&
reten<on,
social
commerce
and
SocialTV.
Adam
is
a
regular
speaker
on
social
media
topics
at
industry
conferences,
including
SXSW,
The
Social
Media
Shake-­‐Up
and
Social
Media
Insider's
Conference.
Follow
him
on
Twi3er,
@adamnaide.
Chris
Horton
is
a
content
creator
and
digital
strategist
for
Minneapolis-­‐based
integrated
digital
marke<ng
agency,
Synecore.
An
avid
tech
enthusiast,
Chris
has
wri3en
hundreds
of
blogs
and
numerous
ebooks
on
various
topics
related
to
digital
marke<ng,
including
SEO,
inbound,
content,
social,
mobile,
apps,
digital
branding
and
PR,
Internet
trends,
and
digital
integra<on
&
transforma<on.
Chris’
digital
marke<ng
<ps
can
be
found
on
Synecore’s
Marke-ng
Technology
for
Growth
blog.
In
his
(limited)
spare
<me,
Chris
enjoys
playing
with
his
three
children
and
reading
li3le-­‐read
and
long-­‐forgo3en
history
books.
@chrshorton

19. #SMTLive
Thank
You
to
Our
Sponsor
@LiveWorld

20. #SMTLive
Win
a
Free
Ticket
to
The
Social
Shake-­‐Up!
#SMTLive
Audience:
Tell
us
why
you
want
to
go
to
The
Social
Shake-­‐Up
to
be
entered
for
a
chance
to
win.
Tweet:
“I
want
to
go
to
#socialshakeup15
because…”

21. #SMTLive
Upcoming Webinar
March 10th
The Social Sales Cycle: Real-Time Customer
Engagement
Featuring: Dan Gingiss, Joe Martin, Renee Ducre and Paul Dunay