engage sao paulo 2015: rafael vieira, teleperformance
TRANSCRIPT
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Descobrindo o comportamento de engajamento do consumidor nas
mídias sociais
Outubro 2015
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Quantas contas você tinha há
15 anos!?
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E hoje?
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Estamos na era do “Subscription Business Model”
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Most businesses understand the growing importance of having a presence on social media channels, despite their struggle to define measurement of ROl and KPI’s. Many companies consider likes, shares, retweets, and video views as positive approval metrics, but they actually only capture a fraction of the entire customer experience on social media.
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22
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Descobrindo o engajamento dos consumidores nas mídias sociais
Fonte: Teleperformance CXLab
98 milhões de usuários de Redes Sociais
35% acessam às midias sociais diariamente, 16% são “heavy users”
35% dos “heavy users” usam as redes sociais para atendimento
100 milhões de internautas
34% dos consumidores recomendariam uma marca caso recebessem uma resposta que não esperavam nas mídias sociais
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10,000 Social Media
users
5Countries
“By directly asking questions we could explore beyond the traditional metrics and understand the differences in interaction according to different cultures, industries and social media platform”
Descobrindo o engajamento dos consumidores nas mídias sociais
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98%Dos usuários de internet são usuários de
mídias sociais
44% Da população usa mídias
sociais diariamente
Descobrindo o engajamento dos consumidores nas mídias sociais
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Por que consumidores seguem as marcas?Descobrindo o engajamento dos consumidores nas mídias sociais
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Razões para seguir uma marca
Em geral, os consumidores de mídias sociais querem estar inteirados sobre produtos e descontos, no entanto 1/3 deles provavelmente
acionará o serviço ao consumidor via mídias sociais em algum momento
Descobrindo o engajamento dos consumidores nas mídias sociais
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Average agreement degree (0-10 scale)
STRON
G DIFFERENTIATIO
RS
Haven’t used social media
as touchpoint ΔPrefer 1-2-1 channels -0,12
I'm concerned about unsolicited contacts -0,04I'm concerned about privacy +0,18
Prefer social for communicating with customers +0,30Brands post boring content +0,46
Always look for reviews on social +0,55Brands post irrelevant content +0,59
I use social media for website login +0,68Would give data for customized communication +0,68
Would give data for better offers +0,72Would give data for better prices +0,73
Enjoy informal communication +0,77It's OK to be identified via social +0,78
Would give data for better service +0,78It's OK to be monitored +0,80
Social media are my first choice for contacting brands +1,12
Series1Series1
Disa
gree
agree that… Have used social media
as touchpoint
Strongly agree
Mídias sociais como ponto de contatoDescobrindo o engajamento dos consumidores nas mídias sociais
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0.01298
-0.00055
-0.00439-0.00275
-0.00203
-0.00633
-0.01407
I enjoy informal communication
0.02507
0.01669
-0.00376
-0.01230
-0.00605
0.00683
0.00443
0.00051
Boring / irrelevant content
Social media as first choice
Availability to share data with brands
Concerns
Comparação de canaisDescobrindo o engajamento dos consumidores nas mídias sociais
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Contrariando o senso comum os consumidores não priorizam as críticas às marcas
Razões para mencionar uma marca
Descobrindo o engajamento dos consumidores nas mídias sociais
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Descobrindo o engajamento dos consumidores nas mídias sociais
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Brasileiros e Mexicanos são os usuários mais frustrados das mídias sociais com maior expectativa de obter respostas de empresas (62% Brasil e México) e nunca ter tido uma (25% Brasil, 19% México).
Descobrindo o engajamento dos consumidores nas mídias sociais
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Descobrindo o engajamento dos consumidores nas mídias sociais
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Descobrindo o engajamento dos consumidores nas mídias sociais
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Quando as empresas mudaram da social media para outro canal o percentual de consumidores totalmente satisfeitos com o atendimento diminuiu de
42% para 30%
Descobrindo o engajamento dos consumidores nas mídias sociais
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Bottom-line, answer it all is a
must
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FOR MORE INFORMATION:
www.teleperformance.com
FOLLOW US
/teleperformanceglobal
@teleperformance
/teleperformance
blog.teleperformance.com
/company/teleperformance
Obrigado!@rafaelistakenhttps://www.linkedin.com/in/rafaelvieira