SOCAP 2012 Symposium/ Ogilvy Social CRM Workshop

Social CRM Social CRM A Workshop for Care Experts

Evan C. [email protected]

Director Social@Ogilvy

Social Media Overview

© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12

Social Media Overview

How old is Social Media?


http://copybrighter.com/social-media-in-the-1990s

What Changed?Loyalty vs. Satisfaction


Kickoff Discussion

Who owns the following in your organization today?...

� Social Media � Social CRM� Social Customer Care


� Social Customer Care� Executive Servicing (Escalations, Tier 3 Support, etc)� Customer Experience� Customer Satisfaction (Voice-of-the-Customer)

…Who should?

@armano


Owned - Paid - Earned

Social media gives word of mouth a power that rivals traditional earned (PR) and paid media by empowering millions of advocates and detractors alike.

This is our new world of earned media.


Social Media is Personal

“I took photos of everything, and marveled at how a photo of

Saturday pancakes for my kids could generate more "likes"

“I took photos of everything, and marveled at how a photo of



Pete Blackshaw - global head of digital and social media for Nestle S.A., based in Vevey, Switzerland. He's the author of "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000"


than a "most emailed" article from The New York Times.”


than a "most emailed" article from The New York Times.”

A True Social Media Campaign


Omni Platform

Resultso No. 1 all-time most-viewed

sponsored channel YouTube

o More than 100 Million views for

the videos on YouTube

o 80,000 Twitter…yada, yada, yada

Facebook


o 80,000 Twitter…yada, yada, yada

TwitterROI

� In the first six months after the

launch of the campaign, Old Spice

sales increased 27% year-to-year. By

the sixth month of the effort, month-

to-month sales had increased 107%

Social Media Drives the Conversation

� Blogs, wikis, forums, rating and review sites like Yelp

� Customer sentiment monitoring and feedback tools

More than four in five US online adults now participate on

the social web. (Forrester 2011)


� Customer sentiment monitoring and feedback tools

� Social networking sites (e.g., Facebook)

� User-generated content sites (e.g., Twitter, YouTube)

� Platforms that support public and private customer communities (e.g.,

Jive Software, Lithium Technologies).

Recent Thinking

1 Social Media is a RELATIONSHIP

Social@OgilvyTop 7 Learnings from Social Media Week 2012


2 Consistent Dialogue and Engagement is Imperative

3 Exclusivity Helps

4 Tailor Your Content

5 Experiment and Have Fun

6 B2B is a Growing Segment in the Space

7 Innovation is Key

Key Takeaways

Learning Marketer POV Service Key

It’s a relationship We want long-termcommitments

We must come through at key moments-of-truth

Consistent Dialogue More communication humanizes the brand

Update goals to reflect a broader dialogue

Exclusivity Make customer feel Provide us with a way to


Exclusivity Make customer feel special

Provide us with a way to reward good customers

Tailor your content Understand the customerjourney

Create dialogue strategies

Experiment Promotions, Apps Pilot new approaches

B2B Leverage social for LeadGeneration

Segment service for B2B

Innovation Pitch clients on the shiny penny

Apply innovation to hiring, training, ops

Discussion

How can we evolve Customer Service in the

face of those learnings and the new world


face of those learnings and the new world

of social media?

Social + CRM


Social + CRM

CRM Complexity: Today

March 2011


March 2011 “Defining Social

CRM”

CRM SimplicityA Look into the Past

Anticipate Customer

Needs

Product Development


Relevant Dialogue

Personalized Service

Promotional Offers

Customer Database

Customer JourneyPresent Day

Awareness

Public Relations

Awareness

Public Relations

Consideration

Marketing

Consideration

Marketing

Conversion

Sales

Conversion

Sales

Adoption

Service

Adoption

Service

Evangelism

Loyalty

Evangelism

Loyalty

Optimization

Product

Optimization

Product


“How will this affect the customer ?”

Social Collaboration Breaks Down SilosSocial Collaboration Breaks Down Silos

A Millennials View


Our Response: Social CRM

Social Media

Enterprise 2.0


Media Marketing

2.0

Social CRM

Handy Reference


Source: http://www.getapp.com/infographics/most-important-online-crm-and-social-

crm-apps?goback=%2Egmp_4131624%2Egde_4131624_member_96854603

Case Study: Bonobos


Case Study: Bonobos


Case Study: Bonobos

To the casual observer, the Web-only clothing manufacturer Bonobos would appear to be a

Bonobos will get $16.4 million in cash and more than 100 stores to sell its clothes, while Nordstrom will get gain expertise on e-mail marketing and online branding.


skillful digital marketer, using Twitter, Facebook and a dynamic blog to interact with a dedicated customer base. With its irreverent sense of humor and pile-on approach to customer service, Bonobos begs comparison with the darling of the digital retail set, Zappos.com.

But much of that marketing is more accurately referred to as research and development. "We're including our customers in the conversation about what products we make, how they fit and how we sell them," said Andy Dunn, Bonobos co-founder and CEO. "When we think of social media, it's not just to market ourselves. It's actually for us to get input from our customers so that our team can develop more intimacy with them in order to serve them better. "

Discussion

Does your organization have visibility into the following?

� New Promotions� Product Focus� Product Enhancements / Rollouts


� Product Enhancements / Rollouts� Customer Experience Pain Points� Drivers of Attrition / Churn

Do you understand where customers are in their journey when they contact you? Are they provided a tailored treatment?

Tell the Agency


If you could work better with your CMO, social team, agency – how would you?

What are YOUR pain points?

Social + Care


Social + Care

Customer Experience Impacts Bottom Line

CONSUMERS WILL PAY FOR A GREAT CUSTOMER EXPERIENCE


The 2010 Customer Experience Impact Report, commissioned by RightNow and conducted by Harris Interactive®, unveiled some significant results on how much consumers are willing to spend to ensure a superior customer experience and the overall influence customer experience has on a company’s top and bottom line.

$7.8BCRM

2010 global spend on:

Billions and billions spent in pursuit of a better customer experience


$34.1BCall Center

$65.2BAdvertising

Sources - Gartner, Business Week & IDC

The universe truly is customer-centric

Social Systems


The customer has a voice – and for every Comcast Cares there is an #fail (again)


There is Good News! Service Drives Revenue

of consumers said improved customer service would encourage increased spending.


When asked how companies can encourage consumers to spend more.

� 66% said improved customer service

� 61% said accessible information and availability for questions before

making a purchase

� 23% said a tailored shopping experience

1 These calculations were done by RightNow based on the results from Harris Survey and predicted US Airline revenue for 2010 by the Bureau of Transportation Statics

Social is a skill

Social is a reflection of how we do business

11

22

3 Beliefs About How Social Impacts Care



Social demands EQ – not just IQ

22

33

Social is a skill

Social CareSocial is not a channel.

It is not a campaign.

It is a core competency built into your organization’s DNA.

Sales

Service

Before Social…

Sales


You Are

Here

Marketing

PR

Service

Sales

Mktg

PR

Customer

Often, call centers have been about minimizing cost, maximizing efficiency, and reducing talk time.

In addition, we have sought to make conversations as short as possible.



But with the onset of social media, customers are driving the conversation.

They are demanding personal, timely responses – a human interaction with your brand.

Social demands EQ– not just IQ


We don’t want to avoid calls

We don’t want to avoid calls

We want to have a continuous

conversation

We want to have a continuous

conversation

Care was viewed as a back office cost

center

Care was viewed as a back office cost

center

Care is a brand ambassador creating positive word-of-mouth

Care is a brand ambassador creating positive word-of-mouth

Sales & Marketing owns customer relationships

Sales & Marketing owns customer relationships

Customer Care is at the center of the brand

Customer Care is at the center of the brand

Case Study:

@TWCABLEHELP


@TWCABLEHELP

Time Warner Cable’s Social Care Team

Overview

� Business Situation: In 2009, The social space was awash with customers complaining

about terrible service. Time Warner Cable recognized that a fundamental shift in the way

they communicated with subscribers and influencers was necessary. The company then

set about meeting customers in their preferred channels and giving them remarkable

experiences and a reason to remain loyal.

� Research: An initial Conversation Map showed that the vast majority of discussion was

driven by customer service problems, and that when unanswered, these problems

festered, spread, and increased negative perception online. It quickly became clear that


festered, spread, and increased negative perception online. It quickly became clear that

without the ability to react in real time to service issues in the social sphere, Time Warner

Cable would not earn the right to engage their audience around any other topic.

� 3-Part Strategy:

1) Build Social Care: Time Warner Cable needed listen for for and offer superlative care to

customers who complain to transform negative experiences into positive word of mouth.

2) Socialize the Enterprise: In order to move such a large organization socially, infrastructure to

support these changes has to be built in a timely, orderly fashion.

3) Build Advocates: Time Warner Cable needed to develop content, partnerships, and locations

where we could engage influencers and enthusiasts around the content that Time Warner Cable

delivers.

� The first piece of the puzzle to go live was a social customer care team in February 2010.

Recruited for their customer service skills and social media savvy, Ogilvy trained the team

in social tools and designed their own response protocols.

� The 4-man social care team @TWCableHelp proactively reached out to anyone who

shares their service issue or general displeasure socially and asks something to the effect

of “Can I help?”

� In 2011, per Ogilvy’s recommendation, the team extended care to the Facebook page

through a Support Tab, helping resolve issues for its 237,000+ Facebook fans, and taking

Dialing up Customer Service with @TWCableHelp


through a Support Tab, helping resolve issues for its 237,000+ Facebook fans, and taking

service complaints off the Wall.

@TWCableHelp Delivers Results

� Time Warner Cable’s social care team – activated by

Customer Issues

Resolved*

“TWCableHelp”

Mentions

Unique Customers

Engaged

76% Response Rate

� Rate at which customers

respond to @twcablehelp

outreach

� As high as 85%

Accolades:

� Earned a the Bronze WOMMY

in 2010 for Best Word of Mouth

10,786

29,075

59,020

Key Results, Feb ‘10 – October ‘11


Ogilvy in February 2010 – has bridged the online and

offline worlds, and gained a 8,000 followers, leaving a

trail of advocates in its wake.

� Key Metrics

� Tweets

� Mentions

� Reach

� Customers Engaged

in 2010 for Best Word of Mouth

Marketing Program

� Recognized by New York

Magazine as “Highbrow and

Brilliant” (February 2011)

� Constantly earned customer

praise in the form of tweets

Source: Radian6,

Highbrow & Brilliant

“Time Warner Cable’s quick-

response customer-service

Twitter account.”

@TWCableHelp Gets Media Accolades


– New York Magazine’s Approval

Matrix, February 2011

InfoGraphic

This is great…


…but it’s just a start.

Customer Service + Social CRM

= Cultural Change


= Cultural Change

Social CareVersion 1.0

SocialSocial


SocialCare

SocialCare

FB Twitter PhoneWebEmail

The Insidious Plot to Socialize the Enterprise

@jbell99


Future...

Ogilvy’s Social CRM POV for Care

Social Care


Social Care

Care for the brand – not just the servicing issue…

Social Media Adoption


Pre-Socialization

Phone

Social


Phone

Web

Self

STAGE 2:Social Care Team

STAGE 3:Apply social principles within traditional operations

STAGE 4:Unify marketing operations, technology, and executive leadership via social

Social Care EvolutionHierarchy


STAGE 0:Call Center: Phone/Email only

STAGE 1: PR-centric Social Care Team

Social Care Team integrated into operations

operationssocial

Post-Socialization

Phone

Web

Scalable Social


Community

Self

Apps

Don’t Forget Employees


Socialize Branding & Campaign Assets

Industry Knowledge at

Agents Fingertips

Ogilvy Case


Measure Training Content Usage

Monitor Listening Post Activity

Knowledge-Share and

Collaboration

Mobile


Mobile

There Will Soon Be No Mobile


Pocket Computers


Shoppers overwhelmingly want salespeople to have the ability to check inventory at other stores for out-of-stock items, according to new data compiled by eMarketer. They also want salespeople to have


also want salespeople to have consistent knowledge about products whether they're in the store or not, reports Adweek.


If a product is out of stock, the Employee app indicates when more will arrive and whether any nearby Lowe’s stores have it in their inventory. And employees will also soon be able to place an order for a product and use the credit card reader to

process payment.

Lowe’s developed three custom iPhone apps—two for employees, one for customers. The Lowe’s Employee app gives store staff access to key product information, while the Store Manager app allows managers to handle administrative tasks. And every iPhone for employees is encased in a custom solution that includes a bar code scanner, a credit card


Lowe’s has seen many advances in technology during its several decades of existence, but iPhone rises above them in its ability to offer mobile access to key business and product information. The retailer understands that a nimble, well-informed workforce is crucial to top-notch customer service, which will drive future business success.

employees is encased in a custom solution that includes a bar code scanner, a credit card reader, and an additional battery.

Lowe’s free consumer app gives customers a wealth of home improvement information at their fingertips, including how-to videos, product prices and reviews, store locations, and gift card balances.

A Word From D.O.


A Word From D.O.

Have Natural Conversations with your Customers

I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you

Our Call Center POV

• Don’t hurl marketing jargon inside the call center

• Listen, listen, listen for words that resonate

• Make sure agents explain product benefits clearly


seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.

product benefits clearly

• Conduct focus groups with your agents

• Understand how your customers talk to each other

• Guide the conversation your agents are already having; Don’t try and control the one you want them to have

Test! Test! Test! Customer-Centric Treatments

Never stop testing,

and your advertising

Our Call Center POV

• Continually refine your

contact messaging and

strategy

• Use your top performing

agents to help develop and


will never stop

improving.

agents to help develop and

implement process

improvements

• Ensure that you can collect

both customer and agent

feedback

Always Be…Relevant

The more informative

your advertising, the

Our Call Center POV

• Don’t “laundry list” why your

stuff is so great. Instead,

engage in a consultation

• Connect your product’s

benefits to the needs of your


more persuasive it will

be.

benefits to the needs of your

customer

• Teach your agents that

sometimes less is more.

Give your customers

powerful facts and allow

them to think digest themSolutions:, Customer Insights, Dialogue Strategy

Teach Your Agents to Paint Pictures

Dr. Gallup reports

that if you say

something which you

don't also illustrate,

the viewer

Our Call Center POV

• Always provide examples of

real-world benefits

• Arm your agents with

descriptions and success

stories culled from your own


the viewer

immediately forgets it.

I conclude that if you

don't show it there is

no point in saying it.

stories culled from your own

observations

• Cross-pollinate best

practices across teams,

programs and from other

industries / discplines

Where Social Resides


Source: Useful Social Media “State of Corporate Social Media 2012”

In Closing

Don’t Let One Team Own

Social Media

In April 2010, Dutch airline KLM was thrown into the jaws of social media head

first thanks to the Icelandic ash cloud that covered Europe and grounded flights

across the continent for nearly a week. Moving quickly, KLM Earned credit by

@rohitbhargava


across the continent for nearly a week. Moving quickly, KLM Earned credit by

creating a rebooking tool for Facebook within 24 hours and created a “multi-

functional” team across customer service, marketing, PR and operations. For the

world’s largest airline, this forced integration was just what they needed to build a

highly sophisticated view that social media belongs everywhere across the

company. When they recently launched 24/7 support on Twitter and Facebook,

they did it through a highly engaging “Live Replies” campaign in which they

responded to tweets with a small army of staff in an airplane hanger holding up

signs.

Closing: Please Keep In Touch!

