Social Media Primer
Network Users (M) Daily Volume Characteristics Donuts
Facebook 1,260 4.5B ‘likes’ • Mix of media I like donuts
Twitter 500 500M tweets • Fully public by default
• Max of 140 characters
• Mostly text-based
I’m eating a #Donut
Foursquare 40 5M check-ins • Location-based
• Frequent visitors
This is where I eat donuts
LinkedIn 238 ? posts • Professional Networking
• Stream of business-
My skills include donut eating
Pintrest 70 4M users • Pin a picture/site from
anywhere on the web
• Organize by “boards”
Here’s a donut recipe
Instagram 150 40M photos • Photos-only. Heavy use
Here’s a vintage photo of my
YouTube 1,000 1B video views • #1 video sharing site Here’s a video of me eating a
Google+ 343 ? posts • Very FB like; Great UI
• Little adoption
I’m a Google employee who
eats donuts (joke)
Most important information via social media
Why social media in customer service ? This is the age of the customer ..
Convince the executive (1)
Any executives who don't think they need a
customer service presence on social
media need only to recall the experience of
United Airlines in the wake of the YouTube
video "United Breaks Guitars."
Convince the executive (2)
New York Times: “United Airline’s stock
price fell 10%, costing stockholders about
$180 million in value.
As of February 2011, the video has had
more than 10 million views…10 million
current and potential customers!
How-Social media journey has various stages: own speed & experiment
Key succesfactors webcare team on their performance
Your Social Team is qualified and gets training
You Have the Right Tool listen, monitor, report,
► Eg Google Alerts, Sysomos, SFDC radian 6
Social Media is not Your Only Customer Service Delivery Channel
You engage like a human not a robot
Not a 9-5 job
Build good relationship with Legal
► Legal “paranoia”= privacy client versus pro active service to client
Who owns the customer ? Prioritisation ?
How to overcome silo’s ? Routing procedure ?
How to keep up quality in quantity boom ?
How to push social media versus other channels ?
Experimentation in pro activity – to prevent complaints..
Learnings/ tips social media to go integral part of customer service
Seamless experience for customers
Align procedures between involved teams
Quicker response time
Solve conflict existing agreements service levels
Lack of integration social media profiles with data in CRM database
Bring webcare onto a single CRM platform
Look in your organisation for deployments social media, other than contant or
Perfect processes for 100 % execution is hygiene factor
On line social interactions will increase , format is constant change, so
You define your own speed of social media journey