Strategic (such as Bol.com and Dell)
Tactical (such as KLM and T-Mobile)
Experimental (like many companies in the Netherlands)
Not or hardly (such as from Lanschot for example)
Make a plan in advance. The slide below is a useful tool for this. Unfortunatel philippines telegram data there was not enough speaking time to dwell on it for long, but the image can at least serve as a checklist:
components social strategy
Social strategy components
Set goals and do them SMART, Molenaar advised. Examples:
Through co-creation 8 product development ideas every six months
Migrate 40% of customers to customer community
At least 650 likes on facebook
3% of customers actively participate in weblog
Respond to all complaints on Twitter within 8 hours
Customer community participant turnover less than 15% per year
Improve customer service by having 30% of service handled by customers themselves (customers help each other)
Monitor all conversations about our brand on Hyves, Twitter and Facebook
And most importantly! Start by asking the right question. “How can a health insurer create better customer loyalty and improve service offerings?” will yield different answers than: “How can a health insurer create better customer loyalty and improve service offerings with social media?”