Dm arts d1-s2-george mikaelian-nielsen-nmincite-serving social-2
Serving Social: Using Social Media to elevate yourCustomer ServiceGeorge Mikaelian @SocialmedimouthHead of Media MENAPNielsenDigital Marketing ArtsConference and workshop,Cairo on 10-11 Sep. 2012Copyright 2010 NM Incite. This text is for positiononly.
NM Incite -- The basis of our perspectives on Social Media Trusted data provider, leveraging proprietary technology and buzz sources from 180+ million social media sites – across Twitter, Facebook, blogs, message boards, and customer reviews Global reach, in 21 countries (and growing) Access to Nielsen’s proprietary consumer panels for online, TV, and retail purchases Benchmarks and insights from over 150 clients, especially in health care, CPG, retail, auto, CE, financial services Market leader in enterprise social media monitoring/ analytics (Source: Forrester) Industry-leading expertise in digital marketing, product development, and service operations Capability-building initiatives to enable incorporation of social media into core organizational processes Functional expertise in translating social media metrics and insights into action and sustained improvement 2 2Copyright 2011 NM Incite. Confidential and proprietary.
Social media has grown rapidly – today nearly 4 in 5 active internetusers engage in social media Facebook GrowthSocial Media Use1 Monthly Minutes Spent on Site Worldwide% Active Internet Users (Millions) 80,000 60,000 Users average 55 +62% minutes on 40,000 Facebook every day 20,000 - 2004 2011 YouTube Growth % Active Internet Users 2003 2011 • 21% publish or own a blog • Spend 3x more time on blogs and social networks than on email 2005 2011Note: 1) Includes “member communities” such as Facebook, blogs, message boards / forums, and YouTubeSOURCE: NetView & @Plan Data; Nielsen Q1 2010 Consumer Confidence Survey; 3Copyright 2011 NM Incite. Confidential and proprietary.
…largely driven by real world connections and the desire to view and contribute to reviews of products and services % Social Media Users Ever Doing Activity 26% of online discussion mentions a product, service or brand Family / Friends Lifestyle / Entertainment Family Contact Entertainment Find/Maintain Old Friends Creative Outlet Find New Friends Gaming “How To” Info Products / Services Follow Celebrities Read Consumer Feedback Dating Learn about Products Career / Networking Get Coupons, Promos Give Positive Feedback Business Contact Give Negative Feedback Find a JobSOURCE: NM Incite – The State of Social Media Survey, 2011 4Copyright 2011 NM Incite. Confidential and proprietary.
In the Middle East and Arab world, Facebook has become a leading communication medium with around 27 million users 26.7 Million Facebook Users in MENA 36% Facebook percent penetration among Internet users +36,000 New Facebook Users every day from MENA 44% of users login at least once a day 75% of users login at least once a month 5 5Copyright 2011 NM Incite. Confidential and proprietary.
Egypt, The Internet Outburst! A boost in Internet penetration in Egypt 35 33 30 29.4 25 20 21.6 17.9 15 10 11.65 7.15 8.25 5 4.37 5.57 2.53 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: MCIT, the future of the internet economy in Egypt In 2010, Internet penetration in Egypt reached 29% and in July 2011 to 33%*• FB penetration in Egypt is 14.36% (11.5Mill. Users) accounting for more than 26 million• 21% growth Vs. 6 months ago users across the nation!• Largest age group 18-24 (38%) of FB users 6 6Copyright 2011 NM Incite. Confidential and proprietary.
Mobile Internet Users Usage Patterns – Activities and Purpose Top Activities Purpose of Usage % +14% Base = 235 Base = 235 • Checking Facebook is the most activity done online, this percentage increased from 42% last year to 56% this year which is an impact of the revolution •Purpose of usage among all age groups is mainly personal, it becomes more business oriented in the age group 45 to 54 years old. 7 7Copyright 2011 NM Incite. Confidential and proprietary.
Online’s share continues to increase Media in 60’s Media in 90’s Media Today The Origins of Cutting the Clutter? ‘Personal Entertainment’ That’s a toughie 8Copyright 2011 NM Incite. Confidential and proprietary.
9 9Copyright 2011 NM Incite. Confidential and proprietary.
People have more ways to complain, praise, recommend, caution… Emerging Markets Developed Markets 10 10Copyright 2011 NM Incite. Confidential and proprietary.
… and why brands should take note. Companies are using Social Media Generation Y/C is Marketing for increasingly using business Social Customer Service customer service can become a revenue preservation and generation center Customer Satisfaction Consumers will get snapped up by a competitor monitoring your brand name 11 11Copyright 2011 NM Incite. Confidential and proprietary.
…largely driven by real world connections and the desire to view and contribute to reviews of products and services 26% of online discussion mentions a product, service or brand 13Copyright 2011 NM Incite. Confidential and proprietary.
Which Industry is most Socially Driven? 14Copyright 2011 NM Incite. Confidential and proprietary.
50 0 100 200 250 300 350 450 150 400 1/11/2012 1/13/2012 1/15/2012 1/17/2012 1/19/2012 1/21/2012 1/23/2012 1/25/2012 1/27/2012 1/29/2012Copyright 2011 NM Incite. Confidential and proprietary. 1/31/2012 2/2/2012 2/4/2012 2/6/2012 2/8/2012 2/10/2012 2/12/2012 per day 2/14/2012 2/16/2012 2/18/2012 2/20/2012 2/22/2012 2/24/2012 mentions in Q1 2012 2/26/2012 2/28/2012 • 22 777 customer service 3/1/2012 • The peaks are on Tuesday Social Media Types: Twitter, Groups, Boards, Blogs, Video and Images, Facebook 3/3/2012 • An average of 258 comments 3/5/2012 3/7/2012 3/9/2012 3/11/2012 3/13/2012 3/15/2012 3/17/2012 3/19/2012 3/21/2012 3/23/2012 15 3/25/2012 Trend analysis of Customer Service comments in the MENA region 3/27/2012 3/29/2012 3/31/2012 4/2/2012 4/4/2012 4/6/2012 15
Industry and Customer Service comments in the MENA regionBy crossing the general mentions on Customer Service in the Middle East blogosphere withkeywords about 2 specific industries we found that Telecom is by far the major industry whereonline consumer voice they opinion online in English and Arabic for the last 3 months. Financial Services Telecom Customer Service 19.59% 80.41% 16Social Media Types: Twitter, Groups, Boards, Blogs, Video and Images, Facebook 16 Copyright 2011 NM Incite. Confidential and proprietary.
Social Care Channels - Telecoms FB 1.8Mill FB 1.6Mill FB 480k 17 17Copyright 2011 NM Incite. Confidential and proprietary.
Why companies should invest in Social Care Good experience – Gets you customers Bad experience – Push them away40% of people began purchasing from a 82% of people have stopped doing businesscompetitive brand because of its reputation with a company due to bad customer servicefor great customer service 95% of customers have taken actions as a result of bad experience55 % are willing to recommend a companydue to outstanding service Harris Interactive, Right Now, TechCrunch, SatMetrix 18Copyright 2011 NM Incite. Confidential and proprietary.
Top reasons behind customers switching brands • Interaction with a rude employee • Unexpected charge or fee • Poor quality of product or service Harris Interactive, Right Now, TechCrunch, SatMetrix 19Copyright 2011 NM Incite. Confidential and proprietary.
Consumer displeasure can have a multiplying impact 20Copyright 2011 NM Incite. Confidential and proprietary.
Customer service in Social Media is all about the positive experience you provide… 1. It’s the little details that can set service apart from the competition 2. Exceed Expectations and Build Opportunities for Repeat Business 3. Offer Consistent Social Service by Implementing Social Care Training 4. Keep track of the Good, the Bad and the Ugly customer service experiences 21 21Copyright 2011 NM Incite. Confidential and proprietary.
… to improve the value of your front-line employees Social media customer service Leadership Analysis of Word of Mouth help to get buy-in for implementing Social Customer Service. Culture You have to implement the right culture favorable to interactions with consumers using Social Media Training “Offline” Customer Service Staff dont have the skills to engage with customers via social media. Legacy It requires a change in the Call Center architecture to integrate Social Care as part of the department. Ownership Is it Customer service, Marketing or Communication department? Improved customer satisfaction scores Reduced escalations A common service language Improved staff morale and reduced turnover Reduced costs 22 22Copyright 2011 NM Incite. Confidential and proprietary.
Social media has expanded the traditional boundaries of ILLUSTRATIVEcustomer service, especially in addressing non-directed “Traditional” customer serviceservice issues Expansion of customer service through social media Example service strategies A B ▪ Other consumers answer ▪ Traditional channels directed queries posted on ▪ (e.g., call center, email) Demand: Customer service queries online community hosted by Directed to ▪ Store sales associate/rep company company ▪ Leverage user generated ▪ Until only a few ▪ Employees answer directed content, such as “how-to” years ago, queries through a company videos companies Twitter/Facebook group primarily serviced customers through A C D ▪ Social media has ▪ Use online social media listening/insights to monitor ▪ Influencers answer non- magnified the directed queries importance of B, Not directed and respond to non-directed queries C, and D to company (floating) ▪ Employ a company sponsored persona to respond and interact with customers in key forums Supply: Who responds to customer service queries Company Other consumers 23Copyright 2011 NM Incite. Confidential and proprietary.
Customers expect prompt responses from companies through social media and want simple ways to communicate with them I expect a company response w/in 6 hours I expect a company response w/in 12 hours % Social Media Users % Social Media Users 18-34 18-34 35-54 35-54 55+ 55+ I want to easily talk with companies I will help other consumers with products I like1 % Social Media Users % Social Media Users 18-34 18-34 35-54 35-54 55+ 55+Note: All charts show % respondents rating 4 or 5 on a scale of 1=strong disagree and 5=strongly agree to the statements above 1) % of consumers that would be willing to provide “customer service” to fellow consumers for products/services that they use and/or like 24SOURCE: NM Incite – The State of Social Media Survey, 2011 Copyright 2011 NM Incite. Confidential and proprietary.
Shifting customers to social media channels is more cost effective and produces higher satisfaction than traditional models ESTIMATE ONLYEstimated Average Cost Per Customer Contact – By Channel$, 2011 35% of companies experienced a 10% reduction in support costs from implementing Web 2.02 $6-$12 $5 $2.5-$5 $1 <$1 <$1Availability1 86% 25% 96% <10% 23-50% 16-37% CustomerSatisfaction Note: 1) % Online retailers currently offering customer service channel; 2) MGI Web 2.0 Survey (2011) Source: Forrester Research; McKinsey Global Institute; Team Analysis 25Copyright 2011 NM Incite. Confidential and proprietary.
Social media can be used to pull a series of levers to reduce service costs,increase customer satisfaction, and drive sales Social media customer service levers Reduce customer churn Faster Response Times, Issue Resolution, & Transparency Proactively improve products based on customer feedback Drive up-sell through Improve quality of customer touch points service channel by improving experience Offer additional products through the service channel Improve acquisition through Turn negative experiences into loyal customers & referrals and advocacy brand advocates Reduce service costs Use as early indicator of call Improve response time & alert call centers based on service volume issues picked up online Improve loyalty/repeat usage Diagnose and fix broken Identify broken processes within the organization based on Drive upsell/cross-sell processes/products customer feedback Improving efficiency and customer experience Avoid negative flare-ups Address negative PR issues early Reduce reach of Negative viral messaging Improve overall agent Reduce agent-assisted interactions (e.g. reduce reliance on productivity call center) Improve reservoirs of customer generated knowledge to provide better answers to customer service related queries 26Copyright 2011 NM Incite. Confidential and proprietary.
Thank You 27 27Copyright 2011 NM Incite. Confidential and proprietary.