Given the dynamic pace of change in the digital/social media environments, it is critical for organisations to ‘adapt or die’ (Brian Solis). With this in mind, Energise 2-0 are delighted to announce the launch of five new services ensuring that our client companies remain leading edge in their use of digital and social media for building sustained growth and profitability.
The new services profiled below include:
- Content Management
- Social Media Intelligence
- Social Customer Service
- Digital/Social Media Performance Measurement
- Social Business
These complement our portfolio of existing services which include Digital/Social Media Audits and Competitor Benchmarking; Digital and Social Media Strategy Development; Social Media Management; Digital/Social Media Supported Internationalisation; Executive Mentoring, Training and CPD.
It is now widely accepted that organisations need to shift from a traditional ‘Outbound’ approach to sales and marketing (talking AT customers) to a new ‘Inbound’ approach based on two-way engagement and quality content – content that is ‘customer led’, authentic, compelling, entertaining, surprising, valuable and interesting. Content that helps to establish your company as an industry ‘thought leader’ allowing you to ‘sell without selling’. Great content drives conversation. Conversation drives engagement. Engagement drives sales. This is equally true in B2B marketing as it is in B2C. With recent changes in the Google Search algorithm, publishing quality content is now critical to the search engine position of your web site.
While there is growing recognition of the need to publish high value content, most organisations do not have an agreed vision or strategy in this area. Energise 2-0 can support you in three main ways – by developing an agreed Content Strategy and Action Plan; by providing support in implementing the Content Plan; and in on-going performance measurement. The starting point is to work from the ‘outside-in’ rather than from the ‘inside-out’ – agreeing buyer personas and developing content around the needs of different buyer groups.
The first piece of social media advice we give any organisation is to ‘shut up and listen’. Regardless of the industry you are operating in, online conversations will already be taking place relevant to your organisation. Are you listening? These conversations may include customer comments specifically about your brand, about your competitors or general industry news identifying emerging market opportunities and threats. Using industry leading technology, we can set-up a Social Media Listening System for your organisation allowing senior management to keep an ‘ear to the ground’ on conversations taking place relevant to your brand and the overall sentiments being expressed. More importantly, we can support you in translating Social Media Listening into Social Media Intelligence – providing Actionable Insights for your organisation closely aligned with strategic objectives and priority customer groups.
In an era of empowered customers, refusing to engage on social channels will be as harmful to your brand as ignoring e-mails or telephone calls. Indeed, it will be even more harmful. Ignoring or responding badly to social customer comments can quickly turn into a PR disaster due to the collective power and influence of the crowd. Consider the following: Inbound customer requests on Twitter have increased by 208% in the last year and by 85% on Facebook; 72% of consumers posting a customer service question/complaint on Twitter expect a response within 1 hour, with 32% expecting a response within 30 minutes; 57% think brand response times on social media should be the same during weekends/weeknights as they are during business hours.
While the business case for delivering exceptional levels of Social Customer Service is clear (lower customer serving costs, improved customer satisfaction, loyalty and brand advocacy) there is growing evidence of a major gap between rising customer expectations of service delivery through social channels and the actual customer experience. Few organisations are doing Social Customer Service well. Only 32 of the top 100 global brands have a separate customer service handle on Twitter with only 36% of consumers reporting that their social customer service enquiries were solved quickly and effectively. Canned responses are common – 23% of companies direct social customers to a company web site for help, 17% signpost to e-mail and call centre support.
There can be serious consequences of not doing Social Customer Service well: 71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others, compared to just 19% of customers who do not receive a response; one unanswered negative comment on social media can wipe out the effect of up to five positive comments; customers who get their social enquiries answered will spend 20% to 40% more with the company; 83% of customers have abandoned a purchase after poor quality service.
Given our extensive experience in the area of Customer Experience Management and Social Media, we can support your organisation in developing and delivering a ‘best in class’ Social Customer Service Vision and Strategy. We can support this through staff training in Social Customer Service.
As companies become more strategic in their approach to digital/social media transformation, there is a growing need for a robust approach to measuring on-going performance and business impact – a Performance Measurement System that establishes a close link between social initiatives and the achievement of agreed business goals and objectives.
Using our proprietary Six I’s framework, together with advanced performance monitoring software, we can produce short monthly and detailed quarterly Social Media Performance Reports for your organisation covering:
- The performance of individual social media channels (including web site analytics)
- Overall brand ‘buzz’ across different channels
- Business impact and ROI
Please see our three-part series on Social Media Performance Measurement for more detail on the approach used.
Current leading-edge thinking is that we are on the verge of another tectonic shift in the use of social technologies: from Social Media to Social Business. A social business can be defined as one that develops innovative new work methods and processes by applying social thinking, social strategy, social culture, social organisation and social technologies to everything it does (internally as well as externally). A key objective is to build highly adaptive, competitive businesses capable of prospering in an era of disruptive change. Organisations who ‘get this’ will survive and prosper. Those who don’t could become 21st Century dinosaurs.
Energise 2-0 can work with your senior management team in developing and implementing an internal Social Business Strategy – identifying areas for major improvement in processes and systems through the internal use of social technologies, recommending an agreed approach to adopt taking into account organisational barriers to change. We will ensure that new ways of working are developed leading to improved efficiency, agility and speed of response to rapidly changing market conditions, lower costs, increased sales and enhanced customer loyalty, employee engagement, partner and stakeholder relationships.
You can find a full list of our services here.
Please do not hesitate to let us know if you have any queries regarding the above.
Jim and Vincent