Cover SlideVIPdesk Webinar Series April 6, 2010

Incorporating Social Media andIncorporating Social Media and Customer Service: How to Develop a

StrategyTodays Presenter:

Blake Cahill: SVP of Marketing, Visible Technologies

T d H t

Welcome to todays Webinar! The presentation will start shortly.

Todays Host:Mary Naylor: CEO, VIPdesk

Welcome to today s Webinar! The presentation will start shortly.

Todays presentation is being broadcast through the Internet. You do not need a conference dial-in number.

T h t d bi i l t th l k dTo hear todays webinar, simply turn the volume up on your speakers and you will be able to hear the presentation via your computer.

About Todays Host

Mary NaylorCEOVIPdesk

Mary Naylor is the CEO and Co-founder of VIPdesk

VIPdesk provides concierge-quality contact center l i f l di l b l b d h h solutions for leading global brands through our

nationwide network of home-based demographically matched Brand Ambassadors, Concierge, and Customer Service Representatives.

VIPdesk provides its clients Concierge, Contact Center, and Social Media support services.

VIPd k i ti ll i d th h VIPdesk is continually recognized through numerous awards, including the Inc. 500, Inc. 5000, NCBEA Business Ethics Award, Stevie Awards for Women in Business and Smart CEO Future 50.

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About Todays Presenter

Blake CahillSVP of MarketingVisible TechnologiesVisible Technologies

Blake is the SVP of Marketing with Visible Technologies

He develops and leads all of Visible Technologies activities/programs related to sales, business development, brand development, market positioningpress and analyst relations lead development and thought press and analyst relations, lead development, and thought leadership.

Blake is passionate about the role of social media in corporate communications and is a frequent speaker on the influence of communications and is a frequent speaker on the influence of social media.

He is a member of WOMMA and MTIX.

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Company Background

Visible TechnologiesPowered by the industry-leading truCAST technology platform, Visible Technologies helps clients successfully monitor, analyze, and participate in Technologies helps clients successfully monitor, analyze, and participate in social media conversations, as well as protect their reputations online

Founded in 2005

d i ll i h l Headquarter in Bellevue, WA with 95+ employees

Sample Customers: Microsoft, Xerox, Autodesk, Dr. Pepper

Awards Won:

Todays Agenda

Setting goals and objectives for your social media efforts

Getting buy-in

Resources required to successfully implement a social media plan

Tools to use

Measurement of success Measurement of success

And more!

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Wh i S i l M diWhy is Social Media Important toImportant to Customer ServiceCustomer Service Organizations?g

SocialSocial Media HasMedia Has ExplodedExploded

4 OUT OF 5 AMERICANS USE SOCIAL MEDIA.

Forrester,TheGrowthOfSocialTechnologyAdoption,2009

of bloggers post opinions about products & brands

of consumers trust peer recommendations

of those users blog or tweet daily

CONSUMERSCONSUMERS NOW CONTROLTHE CONVERSATION

(In other words)

CONVERSATION

DONTDON T PANICPANIC

Social StrategySocial Strategy Challenges &Challenges & Opportunitiespp

Social Media Challenges for Organizations

Overwhelming amounts of datadetermining what to track and analyze

S i i i h d i f l d id if i Separating insights and issues from useless dataidentifying who and what matters

Communicating with your customers in an organized Communicating with your customers in an organized, effective manner

Coordination of ownership/participation across the Coordination of ownership/participation across the organization

ROI measurementsROI measurements

Benefits of Driving & Engaging with Social Media

ReputationM tManagement

CustomerService

Marketing CompetitiveIntelligence

Adoption spans the enterprise from: Marketing, Operations, Sales, and Customer Support

Product and Services Positioning

Research and InnovationStrategic

Trade Promotion Management

Product and Services Positioning

Customer Relationships

Customer Support

Customer Promotion Management

Trend and Sentiment analysis

Identify Consumer Segmentation

Enterprise Business Intelligence Integration

Marketing Relationship Management

Monitor Brand & Image

Manage Crisis Communications

Tactical

Marketing Relationship Management

Reputation Management

Be a proactive part of the conversation Adapt to Changing Market Conditions

Listen & Learn Engage & Respond

By Listening and Learning any organization will more effective Engage with and Respond to customer needs. Empower customers and create loyal and satisfied customers

D l iDeveloping a Customer FocusedCustomer Focused Social MediaSocial Media Strategygy

Social Strategy Objectives

Objectives for Social programs need to be clearly outlined so that team members understand the bigger picture surrounding their individual roles.

Some common goals include:

Changing customer service perceptions from negative to neutral or positivepos t e

Providing fence sitters (neutral and mixed sentiment) with technical information and guidance to promote educated purchasing decisions while increasing positive sentimentwhile increasing positive sentiment

Driving traffic and technical discussions back to the companys own forum and blogs

Building relationships with key influencers (top authors)

Building brand awareness

i i l Promoting special events

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Getting corporate buy-in

It is necessary to have corporate buy-in in order for any customer-facing program to succeedsucceed

Develop a plan and present hard data re: the benefits of social customer service to the corporate bottom line

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Th D d D tThe Dos and Donts of An Effectiveof An Effective Social MediaSocial Media Strategygy

Before Getting StartedAsk yourself What do I want to know? What do I want to know?

What customers think about my company, competitors, service levels, products, etc.?

Issues or problems with my company's offerings?Issues or problems with my company s offerings?

Who needs to know? Executive team, service and support staff, managers, sales and

marketing department?marketing department?

What do I want to do with this info? Improve my offerings, stay competitive, retain customers?

Wh l t li ? Where are my relevant consumers online? yelp, citysearch, community forums, twitter, review sites?

What are the right topics to monitor? What key words or phrases should you be monitoring?

What tools should I use? Whats available to monitor and measure social media?What s available to monitor and measure social media?

Begin with a Framework

Measure EngageLearnListen Repeat!1 2 3 4 5EngageListen

Listen to find the rightconversations,

Learn from the wisdom of the crowd about

Measure the impact on your brand and

Engage with consumers and key influencers

Repeat!1 2 3 4 5

conversations, sites and online communities

crowd about customer perceptions and experiences with your products and

brand and benchmark against your competitors to improve your business

key influencers to change negative perception and build brand loyaltyp

services and competitors

b y y

DONT MARKETDONT MARKETYOUR MESSAGECREATEYOUR MESSAGECREATESOCIALEXPERIENCES

SOCIALSOCIAL CONVERSATIONSCONVERSATIONSMUST BEMUST BE ALL-INCLUSIVE

SOCIALSOCIAL CONVERSATIONSCONVERSATIONSMUST BEMUST BE VIBRANT

SOCIALSOCIAL CONVERSATIONSCONVERSATIONSMUST BEMUST BE AUTHENTIC

SOCIALSOCIAL CONVERSATIONSCONVERSATIONSMUST BEMUST BE TRANSPARENT

Scaling Social Programs

Scaling the Program

Involvement for engagement will depend on the type: marketing crisis

Program D l t

Pilot & Listen Engagement Strategy Expansion

marketing, crisis management, customer service, tech support

Full time engagers should be able to respond to

i t l 20 60 th dIndirect

Engagement

Direct Outreach

Development

approximately 20 60 threads per day

Most companies will start with 1 3 part time, and ramp up to 2 3 full time engagers

d di

Learn

Engagement

or more, depending on volume and complexity of content

Listen

Strategy based on solid understanding of Influencer needs

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Defining Components

A ti bl C t t Actionable Content

Its important to identify for engaging team members what content is considered to be actionable, or engagement-worthy, content. Examples of commonly flagged content appropriate for engagement include:

Posts with positive, neutral, or mixed sentiment

Posts written within the past 5 days, or still have active comments

Posts where users are asking questions and requesting more information Posts where users are asking questions and requesting more information

Posts that contain inaccurate information about your brand or product

Blacklisted Content

Sometimes users will need to refrain from responding to particular types of content or sites where corporations are strictly prohibited from participation without paid subscription. Examples of commonly blacklisted content include:

Posts that are flaming raging or use excessive profanity Posts that are flaming, raging, or use excessive profanity

Posts that are older than 5 days, or no longer have active comments

Posts on sites X, Y, and Z which prohibit corporate participation

Pricing Discussions

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Five Tips for Success

Build strategy with scalability in mind

Monitoring should answer business questions

Execute disciplined participation

Measure and modifyy

Strategy + people + technology + services

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Be Where Customers Are

Dont just participate where your CEO thinks you should be

Id if h d d l Identify where your customers are and develop a presence where they can easily communicate with youy

Determining the forums in which to participate should be an early part of your research and planning

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How to MeasureHow to Measure Success

Determine Success Metrics Early Wheres the ROI?

Conversation volume

Conversation Sentiment

Author Influence

RelevanceConversation Sentiment

How big is the space? What is the overall Whos

Relevance

the overall sentiment

?

How well are my engagements

important?

What sites areHow much

is relevant?

doing? What sites are they on?

Whats the overall topic breakdown?

Success Metrics - Sentiment Analysis

Tracking changes in sentiment of conversations overtime (in conjunction with

ti t k b k tactions taken by marketers or organizations to move this indicator) is a KPI (Key Performance Indicator) that most best-in-class organizations have adopted.

Note: Our client data suggests that typically, less than 25% of statements made about any given topicmade about any given topic within the social media space contain sentiment.

Case Study: DIRECTVy

Listen Act Learn Adaptd d h b[ to immediate needs ] [ to change best practices ]

Listen Again [ for impact ]

Case Study #2You Do Not Control The Message g

Our Loyal Customer

Acting on LA LA over 30 days

Listen Act Learn AdaptListen Act Learn Adapt

Listen Act Learn Adapti l lListen closely.

Act on what you hear.

Learn what is important.

Adapt Business Practices.p

=

Loyal Customers Loyal Customers

+

Relevant Products & ServicesRelevant Products & Services

Questions

Thank You

Blake CahillSVP of Marketing, Visible Technologiesblake@visibletechnologies.comgOn twitter at: @bcahillwww.visibletechnologies.com

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Upcoming VIPdesk Webinars

April 27: Learn how to improve your customer experience via a home-based team

May 11: Social Media: How it Fits Into Your Customer Marketing and Retention Strategy

May 25: Virtual Customer Care and the Financial Services IndustryFinancial Services Industry

For more information or to register for the VIPdesk Webinar series, visit

www.vipdesk.com.

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Thank You for Attending!

Blake CahillSVP of Marketing

blake@visibletechnologies.comwww.twitter.com/bcahill

www.visibletechnologies.comwww.visibletechnologies.com

Mary NaylorCEO

mnaylor@vipdesk.comwww.twitter.com/vipdesk

www.vipdesk.com(703) 837-3501

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Confidential- Proprietary VIPdesk Information 1

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Incorporating SM and CS_Visible_040610Contact SlideSlide Number 1