Social Media is the New Hotline for Customer Service

Ben Martin, CAESr. Social CRM Consultant

@bkmcae ★ [email protected]

Social Media is theNew Hotline forCustomer Service

Brian CheungManager, Marketing & Communication@bdcheung ★ [email protected]

@bdcheung @bkmcae #Tech12 Hub code: LC1

AGENDA• Why care about social?• Provide examples of exceptional social

customer care• What tools should your organizations use to

deliver social customer care?• Outline effective social customer care

practices that your organization can adapt?• Q&A


SHARE YOUR EXPERIENCEAt your table, share an experience with an organization that provided exceptional customer care and not-so-exceptional customer care through social media


WHY CARE ABOUT SOCIAL?@bdcheung @bkmcae #Tech12 Hub code: LC1

WHY CARE ABOUT SOCIAL?

75%Of internet users don’t scroll past the first page of

results.

How Good is Your SEO?


WE’RE FOLLOWING A PATH


WHAT DO MEMBERS EXPECT?• 84% of Fortune 1000 companies actively monitor social media

• 49% have a cross‐functional team to execute their social media strategy

• 81% use specialized tools or software to monitor and engage via social media

100%of companies engaged in social media now target a response time of one hour or less.



ELEMENTS OF SOCIAL CARE• Social Media Strategy (where does it fit?)

• Social Team

• Tools and Toys

• Data, Analytics and Benchmarks


SOCIAL MEDIA STRATEGY• Determine strategic goals and objectives from social care program.

• Consider:– Reducing call or email volume– Quantity of inquiries about a product, service or event

– Developing Customer Satisfaction (CSAT) surveys

• Engagement Guidelines and Policies– How will you combat rumors, breaking news, bad press?


SOCIAL TEAM

Marketing Customer Care PR Membership

Benefits of a Cross‐Functional Team:

• Better Serve the Membership• Coordinate Efforts across All Departments• Ensure Consistent Messaging• Meet or Exceed Benchmarks


TOOLS & TOYS: SMMSWhat to look for in a Social Media Management System• Multiple Users• Scheduled Posting• Team Workflow • Multiple Accounts• Reporting


• Total number of inquiries over a period

• Followers, fans• DMs, @ messages, wall posts over a period

• Click‐throughs on short URLs

• Sentiment analysis• Social mentions

• Inquiries about the same product

• Inquiries from the same customer/member

• Website analytics• Customers served by web vs. by phone

• Competitor mentions• Other ideas?

DATA & ANALYTICS@bdcheung @bkmcae #Tech12 Hub code: LC1

EXAMPLES• Drugstore.com• Best Buy• Zappos• Dairy Queen• National Association of Realtors


EFFECTIVE PRACTICES• Link social strategy to organization strategy• Create a cross-functional social customer care team• Create social customer care policies and procedures• Choose the right tools for your strategy• Start by listening• Realize that it’s not about technology; it’s about people• Give staff freedom to work within their boundaries• Use automation to cut down on repetitive tasks• Centrally manage your social media accounts• Make use of publishing roles and procedures


Q&A@bdcheung @bkmcae #Tech12 Hub code: LC1

Ben Martin, CAESr. Social CRM Consultant

@bkmcae ★ [email protected]

Social Media is theNew Hotline forCustomer Service

Brian CheungManager, Marketing & Communication@bdcheung ★ [email protected]


SHARE YOUR EXPERIENCE

At your table, share an experience with an organization that provided poor customer care through social media

SOCIAL CUSTOMER CAREA 2010 study found that 46% of all internet searches were for information on products or services

SOCIAL CUSTOMER CAREWhen researching products or services online, consumers are looking for:• Input from their social network: 12%• Consumer or user reviews: 64%• Information about the product or service on customer

communities: 69%

SOCIAL CUSTOMER CAREA 2011 study found that 80% of consumers have changed their minds about a recommended purchase based solely on negative information they found online

BASED ON THE STATS, WHY IS SOCIAL CUSTOMER CARE IMPORTANT?

Business

Social Media is the New Hotline for Customer Service