Social Media Strategy Case Studies Using the Customer Experience Lifecycle – Part 2

Previously, I presented the Customer Experience lifecycle as a framework for companies defining Social Media Strategy and Business Objectives. This model shows you where consumers are looking for information to meet their needs.

By focusing Social Media efforts on where your customers are looking for information, you can better define your Social Media Strategy around helping customers solve their problems.

Here’s a quick reminder of the framework:


The Customer Experience Lifecycle:

  1. Realization – Recognition of a problem or need
    1. Best Practice – FiLife Stacker Tool
    2. Learn From – Motrin Moms Commercial
  2. Awareness – Connection between need and your product
    1. Best Practice – Blendtec’s “Will It Blend?”
    2. Learn From – Target Rounders
  3. Evaluation – Consideration of you (and your competitors) product benefits and tradeoffs as a solution to the need
    1. Best Practice – Best Western’s On the Go With Amy
    2. Learn From – Skittles’ Interweb the Rainbow
  4. Transaction – Money is exchanged for product
    1. Best Practice – DellOutlet on Twitter
    2. Learn From – Belkin’s Fake Product Reviews
  5. Consumption – Product is used
    1. Best Practice – Lego’s User Communities
    2. Learn From – Kraft Digiorno Pizza – The Ditcher
  6. Service – Post-purchase support for your product
    1. Best Practice – Comcast’s Twitter Account – @ComcastCares
    2. Learn From – Any Company Not Using Twitter Search

Evaluation – Consumers compare product benefits

Best Practice – Best Western – On the Go With Amy

Company to Learn From – Skittles Interweb the Rainbow

Transaction – Money is exchanged for product

Best Practice – DellOutlet on Twitter

Company to Learn From – Belkin’s “Fake” Reviews of Products

What other examples come to mind?


Posted by Ben Foster

Posted on June 8, 2009 at 8:39 pm by Ben Foster · Permalink
In: Facebook, Strategy, Twitter

4 Responses

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  1. Written by Christopher Rollyson
    on June 9, 2009 at 7:07 pm
    Permalink

    Ben thanks for a great framework! For the Service part, how about JetBlue's use of Twitter? here's my take, I met Morgan earlier this year while speaking at a conference.
    =>http://globalhumancapital.org/?p=215

    You may want to consider Threadless, too (the guys I intro'd at TechCocktail). They almost redefine things as the whole enterprise is on their website, and they are grafting in retail.

    Cheers- Chris

  2. Written by Christopher Rollyson
    on June 10, 2009 at 1:07 am
    Permalink

    Ben thanks for a great framework! For the Service part, how about JetBlue's use of Twitter? here's my take, I met Morgan earlier this year while speaking at a conference.
    =>http://globalhumancapital.org/?p=215

    You may want to consider Threadless, too (the guys I intro'd at TechCocktail). They almost redefine things as the whole enterprise is on their website, and they are grafting in retail.

    Cheers- Chris

  3. […] Evaluation – Consideration of you (and your competitors) product benefits and tradeoffs as a solutio… […]

  4. […] Evaluation – Consideration of you (and your competitors) product benefits and tradeoffs as a solutio… […]

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