Case Study

Social Rapid Response Model for Leading Global IT Company

High volume (20k+) of daily customer feedback on multiple platforms, inability to categorize, prioritize and reach out to customers to resolve issues

How to Leverage Channels of Social Media Within the Marketing Mix

VoC & Social Media

Social media is now a given component of the marketing and reputational mix of doing business.Customers want you to listen, but don’t want to hear that your lack of attentiveness is due to you not having worked out how to do it yet.

No longer are you as the brand able to justify simply owning a social media presence, or using a customer support handle to control negative influencers in real-time.These are the new norms, and online users are demanding more out of our brands.They want consistency across all channels of communication, they are a global breed that demands fresh and unique content, and they want to see the value in engaging with your brand.

For many customers, your social network is the most public face of your brand, and this presents a unique opportunity to companies who invest accordingly.With a proper approach, a company can understand what value it’s actually driving to (and from) its social network and be nimble enough to supply value-adding content when required or demanded.

Challenges

How to accurately monitor, respond to and engage with customers throughout the social media spectrum, to ultimately drive better customer acquisition, retention and sales
Understanding what specific types of customer groups are saying and how they’re interacting with competitors
Acquiring new customers and accurately measuring / attributing this growth to the right channels
Managing reputation while maintaining brand credibility
Unstructured investment in and approach to tracking and executing social media activities – conflicting goals and activities of different internal business units in social sphere lead to lack of cohesive social presence and poor customer engagement and response
Insufficient expertise internally on social strategy and execution
Lack of bandwidth to manage the increasing information, feedback from and engagement with customers
Difficulty defining success metrics and ROI of a social strategy to get necessary executive support and investment

Solutions

Listening and Customer Insights: Develop a listening and user engagement process that analyzes, categorizes and routes customer sentiment and queries to the relevant internal stakeholders (product support, sales, etc.)
Online Reputation Management: Provide custom solutions like “eClerx Rapid Response” to enable timely and effective brand or product reputation management
Publishing Strategy & Content Calendar: Establish a consistent process across corporate, business and regional channels for publishing fresh and desirable content, including leveraging user generated content
Governance & Learning Track Programs: Develop groups of brand and social media evangelists across your global team network governed by a core social ideology
Analytics & Visual Dashboarding: Effectively visualize and report out the effectiveness of your social media strategy so that all efforts display an ROI linked to increases in user engagement, web site traffic and the potential revenue impacts to the brand
Moderation & Site/SEO Search: Provide regular audits and QA measures on your social and community approach to ensure Terms of Use, SEO/SEM effectiveness and product/services compliance
Lead Generation: Generate new leads and provide comprehensive information about customers by leveraging various social channels

Benefits

Generation of new leads and build influencer community at a fraction of cost versus traditional leaden channels
Provide valuable insights into what customers are thinking and saying, and how they are interacting within your competitive set and broader markets
Provide a structured, firm wide accepted content publishing practice based on insights learned above, and delivered with consistency
Process and structure will build out an expanding number of people firmwide that associate themselves positively with the brand and are eager to spread the message and engage correctly with customers and prospects
Build true ROI on all social efforts and a tangible scorecard to deliver to individual business stakeholders and executives
Ensure regularity and quality assurance within any public facing social networks, and improve natural search results for your social posts, community discussions, etc.
Clients able focus on strategic initiatives and outreach campaigns, while eClerx team focuses on high quality execution in the social channels

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