Tola Petgrave Agenda Existing Environment Demographics by Platform Social Media Overview for ServiceMaster Identified Quick Fixes Best in Class Competitors Social Media Campaign service industry ID: 692026
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Slide1
Delighting our Customers with Social Media
Tola PetgraveSlide2
Agenda
Existing Environment
Demographics by Platform
Social Media Overview for ServiceMaster
Identified Quick FixesBest in ClassCompetitorsSocial Media Campaign (service industry)Best PracticesStrategyEffective ROI measuresTalent Acquisition strategyRecommendationsSlide3
Existing EnvironmentSlide4
What is Social Media?
Social media avenues are web-based platforms that facilitate social interaction between companies, organizations, communities and individuals. Slide5
Facebook has 1.11 billion monthly active
users
Twitter
has more than 550 million users, and is the fastest-growing social network
globally The fastest growing demographic on Twitter is the 55-64 age bracket, registering a 79% increase in active users since 2012.DemographicsSlide6
Social Media best practices should be shared across the companies
Brand
#
Facebook
LikesTwitter Followers
# of Tweets
Visible Social Media Links on Website?
ServiceMaster
461
1,283
857
Yes - FB and Twitter
Terminix
414
143
79
Yes- YouTube
TruGreen
5,238
84
116
Yes - FB & Youtube
Merry Maids
36,894
1,163
919
Yes - FB, Twitter, Pinterest, Youtube, Blog, G+
AHS
1,379
-
-
Yes - G+
ServiceMaster Clean
-
-
-
No
Furniture Medic
-
-
-
No
AmeriSpec
-
-
-
NoSlide7
Demographics by Platform
Internet Users who use Social Media
Internet Users who use Social Media by Sex
7
Internet Users who use Social Media by AgeInternet Users who use Social Media by LocationInternet Users who use Social Media by IncomeSlide8
1) Optimize ServiceMaster’s current social media pages
2) Link social media accounts across platforms - including use of widgets and badges on brand websites3) Ensure that cover and profile photos on social media clearly demonstrate ServiceMaster’s brand identity4) Create a Facebook page for each Servicemaster business
unit
Identified issues with easily implementable solutionsSlide9
ServiceMaster’s Current Social Media Pages are not optimized
- Currently, ServiceMaster is listed as a “Place,” not a “Page” on Facebook.
- By creating a page from the ServiceMaster topic, ServiceMaster will increase its total Facebook likes by more than 2000%
- Optimize ServiceMaster’s profile picture on Twitter for ease of recognitionSlide10
Link Social Media Accounts Across Platforms
Images taken from ServiceMaster.com. Slide11
Best in ClassSlide12
Competitors
Terminix
:
Orkin
, RentokilTruGreen: Lawn Doctors, Scotts American Home shield: First American Home Warranty, Ole Republic Home Protection Co. Inc AmeriSpec: National Property Inspections, HouseMasterMerry Maids: Maid Brigade, Molly MaidsSlide13
Competitors (1/ 3)Slide14
Competitors (2/3)Slide15
Competitors (3/3)
Merry
Maids has the most developed social media presence of any ServiceMaster brand-
the only brand to outsource Social MediaSlide16
Best Practices
Business success with social media
Social Media as a catalyst for consumer engagement
Synchronizing social media activity with peak seasonsSlide17
Most Effective Social Media
Campaigns
Creating buzz
: Ford Fiesta.
- Generated 6.5 million views on YouTube -Received 50,000 requests for information primarily from non-Ford drivers. - About 10,000 cars sold in the first six daysLearning from customers: PepsiCO -Gather customer insights via its DEWmocracy promotions
-This led
to the creation of new varieties of its Mountain Dew
brand
-
Since 2008, the company has sold more than 36 million
cases
Targeting customers:
Levi Strauss
-Used social media to offer location-specific deals.
-Direct interactions with just 400 consumers led 1,600 people to turn up at the company’s stores (an example of social media’s word-of-mouth effect)Slide18
Social Media Campaigns in the Service Industry
Martell Home
Builders
An Atlantic Canadian custom home building companyUsed social media to create a direct-to-consumer model, garnering additional business Strategic content creation and blog posts focused on the needs of homebuyers“14 Must-Have Tools for New Homeowners” “Home Staging Tips & Techniques” GPS tracking devices on contractors’ vehicles let
customers
see where their contractor is while on the job
Today, approximately 86% of all Martell’s leads come
directly
from consumersSlide19Slide20
YoY
comparisons show well-defined “peak” seasons for the big 3 business units
Aligning social media campaigns with peak seasons may increase productivity in regards to company social media activitySlide21
Best Practices - Facebook
Frequency:
Post once or twice per day and you will see a 19 percent higher interaction rate than if you do otherwise. However, don’t post more than seven times per week. Post twice per day on the weekends, and once on Monday, Tuesday, and Thursday to take advantage of the optimal post days.
Length:
Posts with 80 characters or fewer receive 23 percent higher interaction than longer posts.Emoticons: Emoticons can serve to humanize your brand. Posts that use emoticons have up to a 57 percent higher “like” rate. The :D emoticon receives the most likes. Comments: Asking a question generates an average of 92% more comments than making a statement. Use “caption this” on images and fill-in-the-blank posts to engage more customers. Slide22
Shorter posts yield higher
response ratesSlide23
Photos are the most productive posts
Facebook uses a proprietary algorithm called
Edgerank
to
determine the visibility of content in user’s streams. Slide24
Best Practices - Twitter
Frequency:
The more you tweet, the lower your engagement. After four tweets per day, engagement rates drop significantly, and users who tweet only once a day have a 120 percent higher engagement rate than others.
Length:
Twitter already limits you to 140 characters, but that’s too many. Tweets with fewer than 100 characters command a 17 percent higher engagement rate than longer missives.Links: When you include a link in a tweet, it stands an 86 percent higher chance of being retweeted. (Need something to link to? Try a related blog post on your website.)Hashtags: Tweets with hashtags receive two times more engagement than those without them. However, limit your hashtag use to one or two per tweet.Retweet requests: When you ask for retweets, the chances of them actually
happening
are 12 times higher than when you don’t.Slide25
Even on Twitter, photos prove to be the most productive posts
•
View Twitter content as
a
n integrated program•Photos outperform text by 91%•Asking for a retweet produces a 555% lift over the average tweet•Hashtags produce a 35% liftSlide26
Social Media Strategy
-Defining ROISlide27
Traditional measurements of ROI are difficult to apply in the social media realm
Social Media impact can be categorized into three channels
1. Increasing brand awareness
2. Driving leads/sales
3. Increasing customer satisfaction Slide28
Definable Social Media Metrics
User reach
User impact
Volume of participation
How far and wide our message spread
How our efforts change consumers’ actions and/or opinions
Quality of participation
How many consumers interacted with our social initiatives
The strength and depth of consumers’ interactions with our social initiatives
Followers
Fans or friends
Video views
Site visits
Time spent on site
Conversions (registrations, leads, sales)
@ replies
Direct messages
Posts or uploads
Number of ratings and reviews
Number of issues successfully resolved
Quality of submissions
Time to resolveSlide29
Definable Social Media Metrics
Quality of energy
Volume of energy
How many consumers talk about our company and our services
The nature of the opinions expressed by consumers who talk about the brand and the influence of those consumers
Inbound links
Readership of blogs linking to our sites
Retweets
Mentions
Total reach of retweets and mentions
Social actions (likes)
Reach of users who mention, link to or engage in social actions with the brand
Share of conversation
Media uploaded and tagged
Sentiment of discussions
Influence of users discussing the brand
Re-tweets among influential followersSlide30
Increasing brand awareness needs to be carefully valuated
Facebook and Twitter are the most populous social media platforms - 67% and 16% of all Internet users respectively Decisions should be made regarding how to quantify brand awareness in the social media realm
These goals and benchmarks will be the ultimate drivers for ServiceMaster’s social presence
*Pew Research-2012 Demographics of Social Media UsersSlide31
Google Analytics provides hard time-series data that can quantify the efficacy of social media activity
*Note:
YoY
comparisons done in same YTD timeframeSlide32
Social media referrals yield lower pages/visit and visit duration compared to direct visits
Referrals
Avg. Visit Duration
Pages/Visit
Referrals
Avg. Visit Duration
Pages/Visit
Referrals
Avg. Visit Duration
Pages/Visit
Yahoo! Answers
:51
1.96
Yahoo! Answers
:13
1.11
Facebook
1:55
2.34
Yelp
1:13
2.03
Yelp
:53
1.77
Yahoo! Answers
3:11
4.49
Facebook
1:06
2.09
Facebook
1:22
2.07
Pinterest
:23
1.15
WikiAnswers
:20
1.48
TypePad
1:06
1.51
LinkedIn
1:20
2
Askville
:44
1.92
Google+
1:34
2.34
Douban
1:16
1.64
Google+
1:38
2.73
WikiAnswers
:04
1.09
Blogger
1:38
1.83
LinkedIn
1:06
2.1
Yahoo! Bookmarks
2:32
2.11
ActiveRain
1:15
2.7
Blogger
:42
1.42
Blogger
1:07
2.21
WordPress
2:37
4.46
Yahoo! Bookmarks
:54
1.24
LinkedIn
2:10
2.1
YouTube
1:10
1.92
Topix
:24
1.6
Askville
:28
1.53
Google+
3:00
4.26
1.857
1.784
2.679
Direct Visits
Avg Visit Duration
Pages/Visit
Direct Visits
Avg. Visit Duration
Pages/Visit
Direct Visits
Avg. Visit Duration
Pages/Visit
terminix.com
1:48
1.84
trugreen.com/
1:56
2.21
ahs.com
3:22
2.68
secure.tmxpurch
:32
2.48
myaccount.t
3:05
3.74
m.ahs.com/
1:25
1.9
terminix.co
:09
2.45
landing.trugreen
2:13
2.64
ahsrealestate.com/
6:57
10.48
terminix.com/
:50
1.46
myaccount.tru
4:20
5.12
ahsrealestate
6:43
9.58
terminixcomme
1:33
1.57
trugreen.com/p2:062.8ahswarranty.4:136.07terminix.com/pest1:552.53baycountrylawn:185.94ahspm.com/:172.05secure.tmxpurcha7:555.29trugreen.com/1:311.48ahsrealestate.:031.03terminix.com/c1:201.87info.trugreen.:381.25quote.ahs.com:171.12terminix.com1:031.43trugreen.com2:472.49ahshome.com/11:201.53terminix.com/:521.72info.trugreen.com/:261.13ahsrealestate.com:041.032.2642.883.747
TruGreen
Terminix
American Home Shield
*2013 YTD MetricsSlide33
Calculating Social Media ROI via existing capabilities yields low productivity
Jan 1, 2013 to July 31,
2013
Social Media referred Conversions
TMX Conversions
TMX Revenue
TG Conversions
TG Revenue
AHS Conversions
AHS Revenue
1. Yahoo! Answers
148
$0.00
40
$0.00
3
$135.42
2. Yelp
100
$435.60
44
$0.00
2
$72.92
3. Google+
28
$0.00
3
$0.00
0
$0.00
4. WikiAnswers
12
$0.00
1
$0.00
0
$0.00
5. Askville
10
$0.00
0
$0.00
0
$0.00
6. Facebook
5
$0.00
8
$0.00
11
$245.92
7. LinkedIn
2
$0.00
0
$0.00
0
$0.00
8. Topix
2
$0.00
0
$0.00
0
$0.00
9. Answerbag
1
$0.00
0
$0.00
0
$0.00
10. Twitter
0
$0.00
1
$0.00
0
$0.00
11. Netvibes
0
$0.00
0
$0.00
13
$0.00
12. Yahoo! Bookmarks
0
$0.00
0
$0.00
5
$450.00
13. Pocket
0
$0.00
0
$0.00
1
$0.00
14. Youtube
0
$0.00
0
$0.00
1
$0.00 Slide34
Future Tracking of customer satisfaction linked to social media interactions could increase retention
1. Marketing
Cloud/Radian6
—cloud computing
services enabling ServiceMaster to monitor social media metrics through specific keywords, dashboard reports I. Provides a word cloud of words used most often in social media posts relating to ServiceMaster and business units 2. Buddy Media I. Centralized Management with capability to manage and schedule posts II. Offers optimization for mobile applications, customization for company FB/Twitter sites, etc.In the future, databases could be created for customers being dealt with via Radian6 and Buddy Media. These databases could potentially track individual retention & NPS scores either over time or against company average.Slide35
Future ROI measures could encompass increases in productivity via intra-company collaboration
McKinsey estimates that social technologies, have the potential to increase knowledge worker productivity by
20-25%
and give intra-enterprise communication and collaboration
twice the value potential as other social technology benefitsMicrosoft valued company collaboration capacity at roughly 1.2 billion dollars with the purchase of YammerMinimal infrastructure would be needed for branches to share best practices (customer satisfaction). Best practices being already judged AND recorded by local Yelp ratings & reviews Slide36
2013
content strategy
drives SEO ranking by sending positive social cues
Introducing high-quality content campaigns focused on high traffic category searches
New media types (e.g. video and blog content) drive customer engagementSyndication across multiple outlets provides SEO value and maximizes content footprintIncrease focus on social media sentiment due to altered search algorithms Developing an actionable response plan to address negative conversationsIndirectly addressing core brand vulnerabilities and shifting focus away from negative comments and complaintsEnsure that potential risks are identified and proactively addressed
Improve Social Experience
Strategy
Illustration
Minimize DetractorsSlide37
Social Media Strategy for Talent Acquisition
In 2010, only 6% of companies used social media for recruiting, today 89% of companies use social media to recruit talentLinkedIn is the world’s largest professional network with over 175 million
members.
Develop a Career page on
Facebook where 48% of job seekers job-hunt. Slide38
Talent Acquisition Approach
Showcase your company including your work, your people and your culture
Utilize an employee social network (Chatter) to announce internal openings and profile successful associates Slide39
RecommendationsSlide40
Create a Social Media Playbook
The Playbook should cover - Business Objectives - Roles, Responsibilities, and Expectations -
Using Workflow to your
advantage
- Determine what to respond to and…. - Know the who, what, and why of conversations - Escalations - Reporting & Metrics Slide41
Develop the Relationship between Commerce and Social Media
Tie high level business goals to social media strategyCritically examine Merry Maid’s success Leverage the efficiency of cloud computing to simplify and expedite meaningful responses to customer complaintsStandardize high impact social media engagement across ServiceMaster
Time
Frequency
Personalized “voice”Slide42
Results of a Strong Social PresenceStronger customer relationships with brands
Well earned reputation as the thought leader in the industryIncreased traffic to ServiceMaster’s website through higher SEO rankings and social sharesEducated and empowered customers who become brand ambassadors