Japan social conversation in the customer journey
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This document discusses social media engagement strategies for a Surface brand account in Japan. It outlines five principles for real engagement: reliable, polite, deep knowledge, frank, and quick/simple. Several case studies are presented to demonstrate applying these principles in practice. Metrics are shared showing how the account has grown over a year from no resources to over 25,000 tweets and a dedicated social media team. Insights reports analyzing social listening data are suggested to convince business teams of the value of social marketing. The key learnings are that real engagement comes from diving into social conversations and demonstrating value through analytical reports on those conversations.
Japan social conversation in the customer journey
- 2. Hi. I’m Akihisa as Social lead Japan.
- 3. 1 year ago, one director said. “Like”, then they like Surface?
- 4. 1.What’s is real engagement? 2.How can we convince business team the value of social marketing?
- 6. 5 Principles for real engagement. 1. Reliable. 2. Polite. 3. Deep & wide knowledge. 4. Frank. 5. Quick & Simple Thank you Thank you Thank you Thank yo….
- 7. I just got Surface Pro 2! Yea----h. Surface official, you watch me? 3 days later…. Principles used for this case. 1. Reliable. 2. Polite. 3. Deep & wide knowledge. 4. Frank. 5. Quick & Simple Case Study 1
- 8. Case Study 2 10 minutes later… Happy Birthday. Principles used for this case. 1. Reliable. 2. Polite. 3. Deep & wide knowledge. 4. Frank. 5. Quick & Simple
- 9. What ‘s real engagement? 1. Reliable. 2. Polite. 3. Deep & wide knowledge. 4. Frank. 5. Quick & Simple Thank you Thank you Thank you Thank yo….
- 10. 2.How can we convince business team the value of social marketing?
- 11. Yes we live in different world.
- 12. 1,777 4,923 3,865 6,097 2,726 9,097 7,157 15,454 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 Design Cat. Price Cat. App Cat. Keyboard Cat. Acc Cat. Office Cat. Pen Cat. 艦これ Cat. Tweet Category Game 1. Social Listening & Insight report. Which value prop is tweeted for Surface? Why consumer purchased Surface? 156 473 314 880 212 644 741 980 0 200 400 600 800 1,000 1,200 Design Cat. Price Cat. App Cat. Keyboard Cat. Acc Cat. Office Cat. Pen Cat. 艦これ Cat. Purchase Action Analysis Game Tweet volume by Value prop Purchase Action tweet volume by Value prop
- 13. vs iPad 1. Social Listening & Insight report. 2. Competitive Insight. Vs Compete
- 14. Happy Birthday. 3. Unexpected findings. I’m wondering to buy Surface 2 or Surface Pro 2. Surface will be able to write a thesis and play your favorite browser game with outdoor mobility @SurfaceJP I appreciated your kindly support. Everyone replied “It’s Surface issue” without any solution.You are Super! Voice of Customer
- 15. Unexpected findings. Manga x Surface Pen 3. Case Study.
- 16. Results
- 17. 1 year ago. No resource. No Budget.
- 18. Today. 1. Over 25,000 tweets. 2. Social Operation Center 3. Budget.
- 19. And more…
- 20. Over 20,000 tweets of each labeled by customer journey steps name with Sprinklr.
- 21. General Total Of Conversation lead conversion retention support advocate Posts 4,218 12,807 5,664 185 4,837 1,984 137 Engagements 23,811 10,136 4,854 131 3,280 1,669 202 Engage/Post 5.6 0.8 0.9 0.7 0.7 0.8 1.5 Engage/Total Reach 0.02% 0.003% 0.003% 0.003% 0.003% 0.003% 0.005% Twitter Total Reach 114,897,598 322,100,856 152,220,328 4,875,444 108,831,467 51,871,831 4,301,786 Social conversation is generated +40% engagements +280% total reach Social ConversationOne way communication Engagement index by customer Journey
- 22. Learnings Summary. 1. How do you get real engagement? A. Dive into the sea of social voice and to be loved account. to be not only one way communication. 2.How can we convince business team the value of social marketing? A. Share the report evidence of conversation, Listening report and insight report. Social Conversation is generated adding social engagements with love.