Let’s Connect:

VISIBLE-FEDEX VIDEO

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The FedEx Example

1. Corporate

2. Corporate Representative (getting personal here)

3. Personal (yet still tweets on behalf of company)

People-First Culture Culture of Innovation

Culture of Trust

Media-Centric Culture

Culture of Diversity

4

Create meaningful engagement with consumer stakeholders:

• Influence behavior • Drive positive business interactions• Efficient, cost-effective issue resolution• Inspire loyalty among audiences

Participation TransparencyCollaboration Authenticity

***High-Touch Consumer Model***

Establish a modern culture that encourages:

The FedEx Example: Strategic Objectives

5

The FedEx Example: Global Learning

Tools,Technologies

Strategy

Legal, governance

Tactics

6

The FedEx Example: Twitter Program

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Customer

Disgruntled Customer to Brand Evangelist

Customer Service Outreach ChallengeDisgruntled customer tweeted about his poor customer service experience with FedEx Kinko’s.

SolutionUsing Visible, FedEx identified and responded directly to posts made by this dissatisfied customer and asked to use his case in company training.

ResultCustomer immediately tweets about the positive engagement and

cited the following reasons for continuing to stay a loyal customer:

• Timely response from FedEx• FedEx thanked him for his business• Acknowledged his bad experience• Took action to improve service by using the video as a training

opportunity

Perfect example of what a corporation SHOULD be doing.

The only reason I am going to continue to shop at Kinko’s is because of the [response] I got from FedEx.

ENGAGEMENT STRATEGY BEST PRACTICES

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Engagement Challenges for Brands

• Budget – Divisional Sponsorship?? Corporate??

• Uncontrollable environment

• Consistent & immediate participation - Transparency

• Size and scope of channels – Magnitude of Data

• Role of employees in the community

• Limited Resources

1010

The Influencer Network Has Changed Dramatically

BLOGGERS

ADVERTISERS

PUBLISHERS

MEDIA BLOGGERSEDITORS

JOURNALISTS

“Companies opening up to customers isn’t that different from the risks associated with doing

business every day.” -- Forrester Research

CONSUMERS

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Engagement Rules of the Road

Share SuccessProactively share customer

stories or other related information.

(See step #5)

Final EvaluationWrite a response that is factual based on current

circumstances. (See step #5)

RestorationRectify the situation and respond with a reasonable solution.

(See step #5)

Respond With FactsRespond with factual information. Link or

reference 1st/3rd party information that is in support

of your message. (See step #5)

Response Scenarios

Response Considerations

Web PostingDiscovery of a web posting about our product or solution that meets

engagement criteria.

ConcurrencePost is a factual and well cited response that does not contain erroneous information, slander,

rant or rage, and is not negative in nature?

Assessment

Let StandLet the post stand, but monitor

follow up posts closely

TransparencyAlways disclose your

connection with your brand.

SourcingCite your sources by

including links, images or other references for readers.

TimelinessTake time to create good responses. Don’t rush!

ToneRespond in a tone that

reflects positively on your brand.

Know Your AudienceIdentify influential bloggers

and sites.

UtilityContribute or add value to the

topic at hand.

RageIs the posting a rant, rage, joke or satirical in nature?

DetractorIs the site or blogger

dedicated to bashing or degrading your brand?

Non Factual InformationAre there erroneous facts in the posting?

Dissatisfied Customer Is the posting a result of a negative product

experience?

General Inquiry Does the writer have a

genuine question that can be easily addressed?

Evaluation2

3 4 5Discovery

YesPo

sitiv

eN

egat

ive

Yes

No

No

No

No

No

Yes

Yes

Yes

Yes

Yes

1

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Building the Platform to Engage

BEST PRACTICES

• FIND where conversation is happening: listen, learn and socialize. FIND the INFLUENCERS

• LISTEN in conversations with customers.

• ENGAGE new conversations and build communities around passion points.

Proactive Reactive

Liste

n, Le

arn &

Socia

lize New Opportunities

Outreach & Direct Engagement

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Is someone else currently working or has worked against this item?

Engagement Status?

What has happened so far?How can I sync with the team

about what’s going on?

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Is someone else currently working or has worked against

this item?Status of

Engagement (Open/Closed)

15

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Tips for Successful Social Engagement & Social Servicing

• EMPOWER your CSR agents and provide incentives

• Integrate your Social engagement program across the corporate network

• Accountability + Honesty = Credibility & positive influencer responses

• Determine the proper reporting metrics and how to Measure Social Engagement successes

• Leverage your culture & Talent base – they can adapt to new systems, technology, and training techniques

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Improve your Corporate Customer Service program online by delivering on-demand training sessions customized for your team of CSRs and agents

• Planning session to review current Customer Service process and methodology

• Define staff training requirements and level of expertise

• Creation of on-demand training modules that fit staff schedules – led by Visible and Customer Service team managers

• Onsite Training also offered with CSR Managers and teams of CSR agents

Social Media E-Training: Customer Service

SMeT