You are on page 1of 20

www.pwc.co.

uk/digitaltransformation

Engage customers
through social media
Digital transformation

The world’s top brands


are using social media
as a meaningful way of
deepening relationships
with their customers. Is it
now time for your business
to join in?

Digital Transformation 1
500,000,000
The number of global users Facebook
reports they have registered.

2 Digital Transformation
Table of contents

What’s going on? 5

How big is social media? 6


• It’s bigger than you think 6
• Popular platforms 7

What are the leaders doing? 8


• Social media and financial services 8

What makes social media different? 10


• Case study 11

Why should you care? 12

What are the implications for your business? 14


• How to balance security and social networking 15

How can you get started? 16


• Tools you can use to start listening 17

Contact us 18

Digital Transformation 3
Questions to consider as you read this document

1 Who manages your social media strategy?

Do you know what your customers are saying about you


2 on Facebook? What about on Twitter? LinkedIn?

Do your employees know what they’re allowed to say


3 (and not say) about your business when they are online?

Do you know how to sustain a meaningful conversation


4 with your customers?

How will you create content that people will find valuable
5 and engaging?

4 Digital Transformation
What’s going on?
As you might expect, the picture social
brand indexing paints is one of rapid,
dynamic change. Top brands swap
places, often many times a day. What
is also interesting to see is the gap
between the leading global brands that
have developed a strategy and those
that remain uncertain about what the
social media phenomenon means for
them.

In the rest of this article we explain


what social media is and how it differs
from, and is similar to, traditional
marketing and communication media.
When Facebook announced last Might this 500 million-user milestone We look at some of the reasons the
summer that it had registered half and $50 billion valuation be the leaders are successful and what lessons
a billion users around the globe, it warning shot for organisations that they may offer. We also explore the
resulted in a flurry of publicity and had previously considered social media potential value of social media for
commentary. The media excitement an irrelevance? Is it now time for all business and most importantly, how to
grew exponentially this January when businesses to start thinking about its get started and successfully grow in this
Goldman Sachs invested $450 million potential impact? dynamic, burgeoning marketplace.
in the social networking site – and
valued it at a jaw-dropping $50 billion. A number of leading organisations have
already recognised the importance of
It is clear that social networking has engaging their customers through social
become one of the dominant cultural media. Firms such as BMW, Coca-Cola
phenomena in these digital times. and Starbucks have been using YouTube,
Facebook, Twitter and other social
The rapidity of this rise to prominence media mechanisms to grow awareness
in everyday life for so many people, as of their brand and products and to build
well as its global impact, is remarkable. customer loyalty.
What had appeared to be simply It’s not surprising, then, to see these
another Western teenage fad was, in same organisations and other early
fact, being embraced by many different adopters feature prominently in social
societies and groups of people around brand indexing services provided by
the world. such companies as Vitrue, Vivaldi
Partners and Techlightenment (due this
month).

Digital Transformation 5
How big is social media?

500,000,000
The number of global users Facebook
reports they have registered.
It’s bigger than
you think.
The speed, breadth, depth
Social media
and scope of social media
advertising
penetration is astonishing. It
The average UK
took 13 years for television
spend will
to reach a worldwide
user spent nearly
audience of 50 million. It
took Facebook three years; increase 400%
and just another four years an entire 24 hour
to reach over half a billion by the year 2014.
users worldwide. day on the internet
– Forrester
in April 2010.
– ‘The Connected
One out of every five Kingdom’
minutes online is spent on Google UK, BCG
social media related sites.
– Nielsen
To understand the social media
movement it’s necessary to understand
the most popular platforms for user
engagement and how they differ.
Popular platforms

Facebook LinkedIn Twitter


Launched in 2004, by July 2010 it reached Launched in 2003 LinkedIn is often considered Launched in 2006, Twitter provided a similar
the 500 million-user mark – doubling the the professional face of social networking. It ‘microblogging’ service to Facebook’s status
user base in a year. It is the most widely used has 80 million registered users and primarily updates in allowing users to create ‘tweets’
social network globally. As the name suggests provides ‘address book’ style functionality of 140 characters or less. These tweets are
Facebook’s initial purpose was to facilitate the for business users. It is, however, also used available to all users of Twitter and users can
sharing of photographs amongst friends. It as a site to post job opportunities and for job subscribe or ‘follow’ a particular user’s Twitter
has since expanded into a platform for social seekers to apply for them. Over the last few feed. A number of celebrities have taken to
networking, and provides blogging, real- years LinkedIn has added a number of new tweeting and are being followed by their fan
time chat, application development, sharing, Facebook-like features such as status updates, base (Lady Gaga currently has 7.1m followers).
gaming and polling functionality. Facebook groups, company ‘following,’ LinkedIn Answers The growth in tweets has been astounding,
has now overtaken Google as the most visited and LinkedIn polls to increase the usage of the going from 60,000 a day in March 2007 to 95
site in the world and is a major platform for platform. million tweets a day in September 2010.
communicating with customers.

Orkut YouTube 51.com, renren.com,


Launched in 2004 by Google, Orkut initially Founded in February 2005, YouTube allows QQ, kaixin001.com
had a fast take up in the United States. Today, people to search for, watch and share videos. A number of Chinese social networking sites
however its primary user base is in Brazil and It also provides a forum for people to comment are popular within China, with incredible
India, where 90% of its users reside. Unlike and interact around its content. YouTube user statistics for a single country. 51.com
Facebook, Orkut allows any user profile to be reports more than 2 billion views per day has over 160 million users, with over 38.5
visible by any other user, rather than the need from around the world, with 24 hours of million logging in each month. The lack of
to ‘friend’ someone. video uploaded every minute, and a broad accessibility to Facebook, Twitter and YouTube
demographic (18-54 year-olds) commenting has potentially driven this growth.
on more than 50% of the content.

Digital Transformation 7
What are the
leaders doing?

There are number of companies


leading the way with social media
initiatives that achieve positive results
in customer engagement.

These businesses have either


deliberately or organically invested in
platforms that are aligned with their
strategies and assets. Brands with a
great deal of media content (such as
Disney and BMW) tend to invest in
YouTube more than those for whom
community and functionality are A word about social media
paramount (such as Starbucks and
Coca-Cola). and financial services
Facebook is, in almost every case, the
According to Datamonitor’s ‘Social Media in Financial
platform that attracts the greatest
Services’ study, about a third of consumers globally are using
investment, while Twitter is a close
online resources to get financial advice in the form of price
second (and in some industries, first;
comparisons, calculators, blogs and online reviews.
65% of financial services firms use
Twitter). This data was collected in a 2009 survey and excluded Japan,
France and Spain at that time, but social media has continued
Regardless of the platform focus,
to grow as a viable channel since then – bolstered by consumers’
putting user value before network
preference for peer recommendations over traditional marketing
value – that is, creating an experience
propositions.
that begins with user needs rather than
business needs – is the key to a social This means that the power of the messaging about financial
media effort that is vibrant and active services has shifted to the customers, who have a multitude of
rather than barren and stale. ways to express their opinions about products and services.

According to a Forrester report from September 2010 (‘Social


Media Marketing for Financial Services’) most financial services
firms have at least partially explored social media, but haven’t
fully embraced it in the manner that American Express and
USAA have.

8 Digital Transformation
Anthony van der Hoek, Director of Strategy and Business Solutions at a Coca-Cola
Company global team, puts it this way:

It takes years, not weeks, to embed consumer conversations


in an organisation. Companies need to address this now or it
will be a huge challenge to catch up.

– ‘How Consumer Conversations Will Transform Business’, a PwC1 Publication.

Starbucks USAA
Starbucks are actively engaging in One of the pioneers of direct
social media and are talking with marketing, United Services Automobile
their customers through a number of Association (USAA), conducts most
different channels. With their 700,000 of its business over the Internet or
followers on Twitter they are answering telephone. It currently maintains a fan
questions, retweeting what people are page on Facebook with over 122,000
saying about the brand and engaging in fans. This page offers USAA products
real conversations. To their 18 million and services, an eligibility application,
Facebook fans they upload content and useful tips. You can also access and
to their fan page but also engage manage a USAA account directly on
with their customers by allowing Facebook through a built-in application
management of the customer’s with enhanced security.
Starbucks card (e.g. checking balance,
reloading) and even allowing users to American Express
upload credit to other customers’ cards. American Express’ OPEN Forum is a site
which gives member small businesses
Coca-Cola the tools to communicate and
As a traditional top 5 brand Coca-Cola collaborate. The Connectodex™ links
would be expected to have a strong member businesses seeking services to
presence in social media, and with those supplying services; filterable by
nearly 20 million fans it is one of the industry, geography and size. The Idea
most popular in the world. The page Hub offers insights and perspectives
was originally created by fans and from small business experts, in an
then adopted by Coca-Cola and used environment that encourages feedback
to create the official site. Although on and interaction, while articles, videos,
first look it seems a normal fan page, discussion boards and event listings
Coca-Cola have engaged customers by highlight case studies and areas of
allowing user generated content on the interest to the member community.
site including photos and posts. Coca-
Cola has also embedded social media ITV Live
We believe that financial services within the organisation and last year The new interactive ITV portal
firms can create fervent customers launched their social media strategy. combines the strengths of online TV
by using social media to have This includes ensuring that ‘Certified streaming with the popularity of social
meaningful conversations with Online Spokespeople’ complete a networks. Users can engage in live
their clientele. They can then use certification programme prior to chat and discuss their favourite shows
that dialogue to inform and drive representing the company online and in real time, using their Facebook
their offerings and propositions. encourages every employee to engage credentials. According to ITV, the
in social media and report both positive application is the perfect dual-screen
and negative comments. companion to ITV Shows. Launched
That said, any such
during the 2010 FIFA World Cup, ITV
strategy will require Live achieved two million users within
careful planning, as four weeks by providing additional
well as knowledgeable incentives such as direct chat with
celebrities, factoids, etc.
guidance from regulators
and compliance officers.
1
”PwC” refers to PricewaterhouseCoopers LLP (a limited liability partnership in the United
Kingdom), which is a member firm of PricewaterhouseCoopers International Limited, each
member firm of which is a separate legal entity
Digital Transformation 9
What makes social media
different from other ways of
engaging with customers?

Traditional marketing channels


broadcast in one direction and are
usually only targeted in a general way.
Social media, when done well, creates
dialogue with a very specific and large
audience – one person at a time.

Social media also runs across all other


channels – whether web, mobile,
phone or physical stores. This is a
highly connected community where
the most unlikely contributors
can be celebrities and other social
influencers. Customers don’t have to
come to you anymore. Your customers
take their social media applications
with them wherever they go, whether
it’s to your store, on the phone to your
call centre, linked to your website or
on their Xbox.

In order to truly exploit the power


of social media for your business,
you need to understand how this
new channel differs from the more
traditional channels.

10 Digital Transformation
How a major airline is using social media to
offset rising fuel prices and operational costs
Faced with rising fuel prices, one of the This social solution includes not only As of January, the airline reported three
world’s largest airlines sought to identify elements of the company’s website, but million visitors to its online blog, about
online opportunities to increase revenues also partner sites (for cross-sell) and, of a million Twitter followers, and another
and help counter higher operational course, social media mainstays such as million Facebook fans. Furthermore,
costs. They were also interested in Twitter, Facebook and YouTube. Nielsen/Netratings rated it as the largest
setting up a consolidated vision for their airline site in terms of unique visitors.
marketing initiatives, which had been Further, the airline has used this
languishing in harsh economic times. opportunity to increase collaboration These social media assets will continue to
internally as well, and makes sure it’s pay long-term economic dividends to the
Working with us to establish an media team employees are well prepared company.
appropriate social media strategy and to address questions and issues through
vision, the airline set up meaningful ways these channels.
for customers to connect and contribute
content around the brand. The airline is now able to directly connect
all of its customers to its employees
messages and also the thoughts of
influencers such as avid travel bloggers
and fans of the brand.

You have no control (or at It gives your customers


least only a little) It’s a conversation a job
One of the major trends that social The expectations of those who The ability to co-create content, service
media is accelerating is the shift of engage in social networks are that the offerings or even products – with
control from companies to customers communication will be two-way; in customers, employees or business
and their social communities. Whether other words, it will be a conversation. partners – offers huge potential for
a company chooses to have a social Authenticity, transparency and honesty business. You don’t need to be the
media strategy or not, the reality is are mandatory characteristics of this one to do the research or create the
your customers are already engaging in conversation and their absence has innovation in order to benefit from it,
social media and are talking about your the potential to cause great harm. as long as the ideas are freely given, of
company. Attempts to use social media networks course.
as vehicles for glib PR or marketing
Traditional broadcast methods of invariably backfire. Those in your And you’d be surprised at how willing
disseminating messaging are being organisation tasked with engaging people are to freely give their ideas
circumvented by emerging social with customers via social media (i.e. when given a platform for sharing and
media channels. In an era when everyone) must be empowered to incentive for doing so. In the UK, Direct
more and more customers are basing speak openly and genuinely (but make Line has received great engagement
their purchasing decisions on peer sure you remember to put in place the from customers, who have actively
interaction, the role of advertising, policies and procedures to manage shared their ideas on Facebook for
branding, marketing, PR and other the interaction – see the Information the development of Direct Line’s new
traditional means of communications Security section on page 15 of this iPhone app.
need to be re-evaluated. document).
Acknowledge that you are no longer in Listening, rather than broadcasting
control of your business’ message. Go marketing messages, is not something
to your customers’ social sites, listen to that comes naturally to most
their discussions, respond and provide businesses; but if you want to harness
the customised, value-adding content the power of social networks, it’s a
that they want. necessary first step.

Digital Transformation 11
Why should you care?
(Here are five good reasons.)

1
It’s where your
2
Conversations about your
customers are business are happening –
gathering with or without you
If you knew that members of your It’s not a question of whether they’re
target customer segments spent time talking about you, it’s a question of
in a particular place, wouldn’t it make whether you’re paying attention and
sense to set up a store front there - or participating. What you might think
at least post an advert there? Half of of as a potential threat to your brand,
the 29 million Facebook subscribers in may actually be an opportunity to
the UK check their page at least once a build loyalty and advocacy among your
day. Are you there? If you aren’t, do you customers and employees.
have a good reason not to be?
US online shoes and clothing retailer
Zappos’ CEO Tony Hsieh believes that
these new channels give everyone a
voice and what they say can reach
millions. Zappos’ staff are encouraged
to use Twitter to engage with customers
and to treat every customer interaction
as an opportunity to create loyalty – not
necessarily to make a sale. The value of
this ‘earned’ PR is difficult to estimate,
but Zappos’ success is not; sales have
grown from $1.6 million in 2000 to $1
billion in 2008.

12 Digital Transformation
3
Your brand
4
It’s the world’s
5
It can be the most
is being largest focus effective way to reach
circumvented group your customers
According to Forrester, more than 33% Social media offers the potential For a surprising breadth of demographic
of European online consumers evaluate of highly personalised, one-to-one segments, engagement via social
and compare the things they want interactions with your customers, and media can be the most effective way of
to buy based on what their peers are leads to much better interaction rates moving customers up the value chain
saying on social platforms – not based than traditional marketing efforts from initial awareness to passionate
on the messages they receive from deliver. evangelism. According to a report by
your business. Offering mechanisms Chadwick, Martin & Bailey, 67% of
If what you’re selling is not meeting
for your customers to connect with social media users are more likely to buy
customer needs or expectations, there
each other to facilitate evaluation, and a brand they follow on Twitter, while
is no better way to become immediately
then participating actively in those 79% are more likely to recommend a
aware of the shortcomings. It also
conversations, can put you back in the brand they follow on Twitter.
expedites customer input into the
loop. This will give you some influence
product development cycle. Build the Techlightenment reports that, compared
on purchasing decisions and create
platform, give your customers a reason to a generic display ad, a micro-targeted
customer loyalty.
to participate, and then listen to what social media message (to a more
they say. This sounds easier than it is, specifically chosen audience) will attract
because social media is very different to 2-4 times the responses. The idea is to
other engagement channels. create many smaller placements and
have each visible only to the people most
likely to interact with it.

Taking it a level deeper,


Techlightenment reports that responses
to ‘micro-messaging’ – that is, with the
text carefully crafted to be specifically
meaningful to the chosen target
audience – yields a 5x to 10x increase
in responses. Increases of this
magnitude clearly justify an investment
in the channel, but it’s not the only
reason to participate.

Digital Transformation 13
US bank Citi is looking The people in charge of talking are in the marketing
to hire an attorney to department. The people in charge of listening are
provide legal oversight in the research or service or sales department. They
for its social media hardly ever talk to each other, let alone have full-
activities. duplex conversations with customers.
– finextra – Josh Bernoff, ‘Why Marketers Have Trouble With Full-duplex
Social Technology,’ June 30, 2009

What are the implications of all


this for your business?

The impact of social media You’ll need a deliberate Marketing, sales and
will challenge your brand engagement strategy service will change...
Although social media changes the for the better
and be felt throughout way in which an organisation interacts Marketing, sales and services functions
your organisation. In with customers, the essentials of are most affected by the onset of social
business are still true: create a product
order to respond and or service, make people aware of it,
media and also have the most to gain. In
an era when more and more customers
adapt, changes will need encourage them to buy it, maintain are basing their purchasing decisions on
to take place, from process ainclined
good relationship so that they are
to recommend you and buy
peer interaction, the role of advertising,
branding, marketing, PR and other
and policy, to broad more from you. In doing this, you traditional means of communications
organisational change. remain efficient and cost effective need to be re-evaluated.
throughout to maximise profit.
Spend on marketing online in the UK
You must assess the impact and now exceeds that of TV and although
opportunity presented by social media to date the majority of that spend is on
on your business model, understand search engine optimisation (e.g. Google
how your customers and potential advertising) and banner advertising,
customers are using this medium and companies are turning to social media
visualise how you could use social sites such as Facebook because of the
media to build relationships. level of ‘micro targeting’ that is possible.
Many people travel in packs and many
If your brand attributes are not
come together for important life events.
understood well enough to allow
Customers are using social media as a
an authentic conversation with
way of connecting to communities with
your customers and you don’t have
common interests and needs.
something of value to say to them, in all
likelihood you will be ignored. Positioning products and services
to these target communities allows
companies to effectively position key
messages to the right type of customer
at their ‘moment of need’. As the old
saying goes, it’s only junk mail if the
customer doesn’t want it.

14 Digital Transformation
A balanced approach to information security
There is no stopping the two-way What is required is a programme All employees must know that the
flow of information that social media designed to raise security awareness company’s accounts are separate and
enables. We believe that businesses and influence the behaviours of all very different from their personal
should adopt a strategy to safeguard those concerned, and balanced against accounts. The boundaries of proper use
their corporate networks and data continued investment in technology of social media can be ambiguous as
focusing on three aspects: processes, and processes. It is also essential the line blurs between work and private
people and technology. that you classify data so that your life. But your social networking policy
employees understand precisely what must not be.
This remains a complex issue. Technical is, and is not, sensitive information.
defence is vital to protect against Business should also consider security
negligent and malicious acts. However This policy should define who is products or services that actively scan
there is also a human element; authorised to access and share and monitor traffic for malware, data
negligence, ignorance or even curiosity corporate content, and it should lay out leakage and other suspicious activity.
can give rise to incidents. procedures that specify how employees Possible solutions include multi-
may use sensitive data. Policy, too, layered security at the gateway and end
must delineate the types of social points, content classification, content
media accounts that the company filtering and data loss prevention.
sponsors. Identifying the right mix of these tools
can be daunting because of how rapidly
technology is evolving.

You will need to involve However, adopting social networks You will need to organise,
inside the organisation presents great
your people and examine manage and secure new
opportunities for internal knowledge
your culture sharing, productivity growth and sources of content
improvements to team-working and Whether we’re talking about customers,
Given the need to be authentic morale. banks, insurers, credit unions,
and transparent when conducting communities or super users, everyone
conversations via social media, it is The structure of your is creating content now.
important that all messages fit with the
public brand ‘face’ of your business. In organisation will need to Companies are facing the same
fact, your online presence will already evolve to accommodate challenges that entertainment firms
have begun to implicitly define your conversations are grappling with: how to create,
business values to your customers, The question of who owns the customer produce, place and keep the content
social media takes this exposure of is even more relevant with the onset of for easy dispersal and retention. These
corporate culture and brand values to social media. Now added to that is the days you may have branded content
another level of transparency. question of who owns the conversation. anywhere, whether it’s a YouTube video
Social media will create conversations here, a videoblog there or apps all over
One of the biggest challenges of the place. Keeping it safe, secure and
using social media is the level of with customers that cut across product
lines, sales, service and marketing accessible is critical. The strategic use
empowerment it implicitly requires of of video blogs, blogs and communities
your staff. If they are communicating boundaries and therefore organisations
need to look beyond the silo structures. can help companies repeat their key
with your customers directly via messages through multiple channels.
Twitter, a level of trust and confidence A number of organisations are now
looking to recruit heads of social For example, a video on retirement
is required that many organisations planning can be leveraged on a website,
would currently struggle to envisage. media to define strategy, direction and
messaging but this then needs to be a retirement blog and retirement
embedded across the organisation. communities.
Some businesses are simply not ready
to go down the path of a people change In an era of abundant access and scarce
programme that fully embracing social attention, content is (still) king, but
media implies. Others are hindered managing that content has become a
by multiple, potentially conflicting, lot more complicated.
internal cultures that reduce the
effectiveness of using this as a public-
facing medium.

Digital Transformation 15
How can you
get started ...

You need to have a Start by listening Start small


strategy. As we have If you do nothing else, listen! Any You don’t have to get everything
social media initiative should begin ‘complete’ at the beginning. Whilst
seen, social media offers by listening to what your customers it’s important to get the basics right
tremendous opportunities are already saying about you on social (avoiding the obvious pitfalls), it is
channels. Fortunately, it’s never been just as important to learn and iterate
for firms to engage with easier to capture this information. quickly. Honesty and transparency will
their customers and drive Online tools provide terrific help to build your customers’ trust, so
opportunities to gain deep insight that when mistakes do get made, you
real business benefits, but into what your customers think, want, are more likely to get the chance to
that engagement has to need, and expect, making it possible redeem yourself!
to directly access actual behaviour,
be earned. But where do likes and needs. Analytical listening Deliver on your brand
you begin? dashboards can provide an overview values
of your position in the marketplace
It’s not enough to just be out there.
and provide drill downs to individual
Your activities within the social media
tweets, Facebook updates, message
space need to be appropriate to your
board comments and blog posts. This
brand. Engaging through social media
offers a potentially unparalleled level
places an onus on brand integrity and
of insight into your brand and your
authenticity; many firms will need
customers’ perspectives on it.
to reassess and understand their key
brand attributes in order to participate
effectively. A strategy is required that
fully considers the appropriate use
of different social media channels
to match your brand attributes and
properly reflects the value your brand
delivers for your customers. This is
a prerequisite for web designs, web
applications and content provision.

16 Digital Transformation
These tools can give you an idea of what’s being said
about you out there, and by whom:
RSS Feed aggregators: Tracking and listening sites: Engagement and visualisation:
Google reader SocialMention.com MentionMap
NetNewsWire Tweetgrid.com Tweepskey
FeedDemon WorkStreamer.com Klout
Rockmelt (browser) Peerindex

... and keep momentum?


Create value for your Make the case and features. This means a social
media team should be established to
customers Undertaking a social media initiative
is no different from any other business manage social communications and
It’s not realistic to think that your content. Customers’ feedback and
customers will participate in a undertaking, in that it’s essential to be
able to articulate a compelling case and questions about the company products
community if it offers no obvious and and services must be answered quickly
immediate benefit to them. Sometimes demonstrate business benefit. Often the
benefits are of the ‘softer’ kind: brand if the site is not to suffer negative
called the ‘Del.icio.us Lesson’ (after feedback or the ignominy of being
Joshua Porter’s 2006 essay (http:// building, awareness and advocacy;
but it’s still possible to calculate ROI ignored by consumers.
bokardo.com/archives/the-delicious-
lesson/), this principle states simply through qualitative and quantitative
customer feedback and increasingly Keep it accurate
that the value to those in the network
through end-to-end tracking of social Customers want to know correct
must precede the value to the network.
media campaigns. information about the company
Think about what assets you have in which they are interested. Keep
that your customers might find useful, Keep it exciting the information posted about your
and allow access to this resource - it To attract customers, you need to company products, activities and
could be data, it could be connectivity find ways of making your social promotions accurate and up to date
to others in the network, it could be media channel interesting and if you want people to visit. You will
an opportunity to share - without exciting. For example, use videos and need to develop a social media policy,
preconditions (registration, payment photographs effectively to deliver with a risk and control assessment, in
or subscription). Soon you’ll find interesting facts about products and order to manage the accuracy of the
community activity springing up services, provide tips on use and show information posted on your social sites
around this ‘social object.’ Interestingly, real customer highlight clips. Use by your company and to respond to the
one of the main reasons customers site competitions, games and blogs to get information (hopefully) posted there
for ‘friending’ a corporate Facebook people interacting with your social by your customers.
page is to get access to special offers site; consider providing additional,
and sales discounts. unique services to customers through Keep listening!
social media channels. For example, If something negative occurs, you’ll be
Facilitate sharing Starbucks allows its customer to well-positioned to respond quickly and
Social media may be a low cost way to manage their Starbucks cards on meaningfully.
communicate and engage with your Facebook.
More importantly, you will now have
customers, but it takes effort to make
real-time access to behaviour and
it work. Organise discussion forums, Make it relevant
dialogue that can greatly enhance
chats and Q&A sections on their media
Having nothing relevant to say is a big your current understanding of your
channels, to make it easy for customers
turn off for consumers. To maintain customers, as well as the ability to track
to share their views and provide
customer interest and a steady supply the benefits to your business.
feedback (hopefully good as well as
bad) about your products and services. of repeat visits, your social media
channels must be updated frequently
with the latest breaking news, content

Digital Transformation 17
Contact us

Matt Hobbs
Partner
+44 (0) 20 7213 1565
matthew.c.hobbs@uk.pwc.com

Sean Mahdi
Director
+44 (0) 20 7213 5564
sean.mahdi@uk.pwc.com

18 Digital Transformation
Acknowledgements
Tony Moreno

Sean Mahdi

Gorham Palmer

Steven Gough

Debbie Dimoff

William Beer

Anh Pham

Peter Molker

Matt Partovi

Digital Transformation 19
This publication has been prepared for general guidance on matters of interest only, and does
not constitute professional advice. You should not act upon the information contained in this publication
without obtaining specific professional advice. No representation or warranty (express or implied) is
www.pwc.co.uk
given as to the accuracy or completeness of the information contained in this publication, and, to the
extent permitted by law, PricewaterhouseCoopers LLP, its members, employees and agents do not accept
or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or
This publication has been prepared for general guidance on matters of interest only, and does not constitute professional
refraining to act, in reliance on the information contained in this publication or for any decision based on
advice. You should not act upon the information contained in this publication without obtaining specific professional advice.
it. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained
in this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its members, employees and agents
© do not accept or assume
2011 PricewaterhouseCoopers LLP.any liability,
All rights responsibility
reserved.orIn
duty of care
this for any consequences
document, “PwC” refers of you
toor anyone else acting, or
refraining to act, in reliance on the information contained in this publication or for any decision based on it.
PricewaterhouseCoopers LLP (a limited liability partnership in the United Kingdom), which is a member
firm of PricewaterhouseCoopers International Limited,
© 2011 PricewaterhouseCoopers eachreserved.
LLP. All rights member firm
In this of which
document, is a refers
“PwC” separate legal
to PricewaterhouseCoopers LLP (a
entity. limited liability partnership in the United Kingdom), which is a member firm of PricewaterhouseCoopers International Limited,
each member firm of which is a separate legal entity.

hb 08125

20 Digital Transformation