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4. Solve Unique Problems
As often as we hear about social media offering yet another
channel for brands to interact and solve customer challenges,
there may be situations that social media or social customer
care is uniquely positioned to solve. One example that
Kimarie Matthews, Wells Fargo Vice President of Social Web
shared was of a customer tweeting about there being trash
outside of an ATM machine. This is exactly the sort of thing
that no one would ever call into a 1800 number and wait on
hold in order to report. Yet thanks to this tweet, the brand
was able to respond both to the customer as well as respond
by actually correcting the problem and cleaning up the trash
5. Treat Everyone Like An Influencer
In a highly entertaining presentation about the state of
the travel industry, disruption, handlebar moustaches (for
Movember!) and being Canadian – Flight Centre Global
Social Media Leader Gregg Tilston shared a powerful story
about the nature of influence. Using the example
of how you might be influenced differently
to attend a food related event whether you
hear about it from the newspaper versus a
restaurant versus a chef versus your best
friend … he noted that the most influential
source among those is probably your best
friend. That is also the source among those
listed with the least ACTUAL influence when it
comes to potential reach and size of their network. So who is
truly influential? His ultimate conclusion: “Treat everyone as
if they have a Klout score of 80.”
6. Social Can Force Convergence
Telling the story of how the Clorox brand thinks about social
media, Helen Lee shared how increasing conversation online
inspired far more convergence and collaboration among all
of the more traditional silos of the marketing organization –
from advertising to PR to in-store promotions. One interesting
conclusion her presentation raised was to turn one of the
most often cited challenges about social media into perhaps
its greatest opportunity. As brands struggle to align efforts
among multiple teams and divisions, the crossover potential
of social media may become the driving force to actually
help make it happen.
7. Focus On The Audience You Have
As audiences shift and the attention paid to social media
platforms evolve, segmenting an audience is a consistent
chall [