Secrets to Social Business Success<br />Proactive Customer Care with Social Media<br />#Socialbiz<br />
Jim Rudden<br />CMO<br />Spredfast<br />@jimrudden<br />Sean Valderas<br />Social Media Manager<br />Care North America<br...
The Social Media Landscape<br />#Socialbiz<br />
Today’s Discussion<br />An understanding of a social media initiative objective that is growing in priority.<br />How usin...
Objective: Proactive Customer Care<br />#Socialbiz<br />
Customer Care + Social<br />Fast response – perhaps not an immediate solution but let people know you are listening.<br />...
Be quick to let people know you are working – but let your community help too.<br />Share content about:<br />Possible fix...
Customer Education<br />Create a YouTube channel devoted to short tutorial videos on product(s) and services <br />Update ...
Reward the Community<br />Find opportunities to highlight the benefits of being a customer and a community follower<br />#...
Measuring Success<br />Identify specific Key Performance Indicators specific to proactive customer care<br />Realize that ...
Impressions<br />Understand where the views are happening in your community – to help sharpen your focus<br />#Socialbiz<b...
Engagement by Publication<br />Keep track of the topics that are resonating with your community<br />#Socialbiz<br />
Monitor Success<br />Track the performance of your social media content by labeling key types of activity <br />#Socialbiz...
Other Important Metrics<br />Activity<br />Activity Completed vs. Assigned<br />Mentions by Audience<br />Resolution time ...
Social Care<br />Sean Valderas<br />Social Media Manager <br />Care North America<br />
Social Care Environment<br />Social media is a growing channel for consumers to seek answers and provide feedback for the ...
The Spectrum of Care Today<br />Company Confidential<br />
Care Objectives<br /><ul><li>To pro-actively engage North American consumers through social media channels
To be a “trusted” source of information for Nokia users
To educate and inform consumers about new functionalities, tips and software updates for devices and apps
To build collaborative communities of Nokia users that enables them to engage in the conversation
To provide feedback and escalation about product inquiries and /issues  </li></ul>Fulfilling our consumer promise via soci...
Key Channels of Engagement<br />
Messages are either proactive or reactive; some topics have both proactive and reactive messages<br />Reactive<br />Proact...
Troubleshooting customer questions makes up the majority of the Care initiative’s activity. We work with the customer on T...
Because 140 characters isn’t always enough space, we share resources with customers so that they can find more information...
Product tips are sent out daily and are created to add value to the customer’s experience with their device.  New software...
Social Contests<br /><ul><li>Harnessing the knowledge and creativity of follower base to create Care solutions
Get followers engaged by enabling voting on their favorite Care video</li></li></ul><li>YouTube Playlist<br />
Facebook Support Tab<br />
Facebook SW Update Tab<br />
Care Metrics<br />Engagement– is a measurement of clicks, replies, retweets, comments on Facebook and likes of content pub...
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Proactive Customer Care with Social Media

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  • FullGuide available for complete view of business objectives at http://info.spredfast.com/SocialMediaPocketGuide-Website.html
  • Social is now part of the marketing mix. No one relies on just one network – requires a mix for continued success. Social programs focused on objectives.Increasing need for scalability. 48% of interactive marketers plan to increase social media spending in 2011 – Forrester Research, Inc. Average of more than 170 corporate accounts in enterprise companies – Altimeter Group
  • Tactics most commonLowest barrier to entryNot meant to be comprehensiveEverything discussed today should be quickly “implementable”
  • Ties to Biz Obj:Number one goal of most social media marketersSocial media has the ability to reach a large audience, generate traffic and demonstrate expertise
  • Examples:-Tweet pictures or details around a fun company function. -Post on Facebook sharing the latest information and updates about your products or enhancements in services. -Post a YouTube video showcasing clients talking about how they use your product. -Upload a presentation to SlideShare highlighting your industry, services, and importance of your area of expertise.
  • Examples:-Share a link on Facebook of the latest whitepaper or helpful article published by your organization.  -Create a series of Tweets sharing interesting product facts tied to interests that resonate with your target audience -Upload a Flickr picture, tagged with your company and keywords, showing pictures of your clients benefitting from your services in different ways.-Share a YouTube video of employees giving advice on how to use your product or service in creative ways
  • Share links to helpful resources in a blog post or set of Tweets Promote links to industry events that your network may be interested in attending
  • http://info.spredfast.com/SocialMediaPocketGuide-Website.html
  • Proactive Customer Care with Social Media

    1. 1. Secrets to Social Business Success<br />Proactive Customer Care with Social Media<br />#Socialbiz<br />
    2. 2. Jim Rudden<br />CMO<br />Spredfast<br />@jimrudden<br />Sean Valderas<br />Social Media Manager<br />Care North America<br />Nokia<br />@nokiasean<br />http://www.slideshare.net/Spredfast<br />
    3. 3. The Social Media Landscape<br />#Socialbiz<br />
    4. 4. Today’s Discussion<br />An understanding of a social media initiative objective that is growing in priority.<br />How using social to make customer care personal while still connecting into existing organizational goals.<br />Proven tactics that you can start implementing today.<br />Understanding the Key Performance Indicators in making customer care personal.<br />Tips and success stories from Nokia US Care.<br />#Socialbiz<br />
    5. 5. Objective: Proactive Customer Care<br />#Socialbiz<br />
    6. 6. Customer Care + Social<br />Fast response – perhaps not an immediate solution but let people know you are listening.<br />Helpfulness – helps people see publicly that you are responsive to customer needs. <br />Discovery – learn about customer issues/concerns that you did not know about. <br />Personal – make a personal connection that is a key part of building advocates for your brand. <br />#Socialbiz<br />
    7. 7. Be quick to let people know you are working – but let your community help too.<br />Share content about:<br />Possible fixes<br />Additional resources<br />Troubleshooting<br />#Socialbiz<br />
    8. 8. Customer Education<br />Create a YouTube channel devoted to short tutorial videos on product(s) and services <br />Update your Facebook status or wall post asking customers to share their favorite uses of a product <br />#Socialbiz<br />
    9. 9. Reward the Community<br />Find opportunities to highlight the benefits of being a customer and a community follower<br />#Socialbiz<br />
    10. 10. Measuring Success<br />Identify specific Key Performance Indicators specific to proactive customer care<br />Realize that not all metrics matter for every objective or tactic<br />Start measuring KPIs at start of initiatives to track before, during and post-performance <br />#Socialbiz<br />
    11. 11. Impressions<br />Understand where the views are happening in your community – to help sharpen your focus<br />#Socialbiz<br />
    12. 12. Engagement by Publication<br />Keep track of the topics that are resonating with your community<br />#Socialbiz<br />
    13. 13. Monitor Success<br />Track the performance of your social media content by labeling key types of activity <br />#Socialbiz<br />
    14. 14. Other Important Metrics<br />Activity<br />Activity Completed vs. Assigned<br />Mentions by Audience<br />Resolution time (coming soon)<br />#Socialbiz<br />
    15. 15. Social Care<br />Sean Valderas<br />Social Media Manager <br />Care North America<br />
    16. 16. Social Care Environment<br />Social media is a growing channel for consumers to seek answers and provide feedback for the products and services they use daily.<br />Increasing recognition of the value proposition that support teams provide in social media initiatives by the organizations traditionally engaged in social.<br />The correct processes and tools are essential for bridging the gap between the internal support expertise and the social media community.<br />Company Confidential<br />
    17. 17. The Spectrum of Care Today<br />Company Confidential<br />
    18. 18. Care Objectives<br /><ul><li>To pro-actively engage North American consumers through social media channels
    19. 19. To be a “trusted” source of information for Nokia users
    20. 20. To educate and inform consumers about new functionalities, tips and software updates for devices and apps
    21. 21. To build collaborative communities of Nokia users that enables them to engage in the conversation
    22. 22. To provide feedback and escalation about product inquiries and /issues </li></ul>Fulfilling our consumer promise via social media channels<br />
    23. 23. Key Channels of Engagement<br />
    24. 24. Messages are either proactive or reactive; some topics have both proactive and reactive messages<br />Reactive<br />Proactive<br />Product Tips<br />App Tips<br />Troubleshooting<br />Nokia Referrals<br />Software Release Announcements<br />Software Release <br />Response<br />
    25. 25. Troubleshooting customer questions makes up the majority of the Care initiative’s activity. We work with the customer on Twitter until their questions are answered or until another forum is necessary. We also get asked about future software releases, but do not comment specifically on such.<br />@atomohawk Remove / Re-insert memory card, then connect to PC via USB and select Mass strorage for the cable mode on the 5800. Try again<br />Troubleshooting:<br />Software Release Response:<br />@calster1 Reconfigure the Ovi sync settings 'add a device' on the Ovi.com site and resend sync settings to E71<br />@ezzyboy If you have Social 1.2 installed, open Photo app and mark all the pics, then upload with the upload icon. Let us know if it works.<br />@optimusbear We can't comment on future releases, but we will announce new NSU updates when they are released.<br />
    26. 26. Because 140 characters isn’t always enough space, we share resources with customers so that they can find more information themselves. We also update users on software releases and other Care-related announcements. App tips are designed to add value to customers and are sometimes based on feedback from users. Both are published multiple times per week.<br />@christexaport - If you are still in Arlington TX Please visit Onsitecellular.. 936 Melbourne Rd Hurst, TX 76053<br />Asset Referral:<br />App Tips:<br />Don't forget that you can join thousands of other Nokia fans at our support discussions. http://bit.ly/b0zvfs <br />Check-out the Support page on our NEW website - tons of great info on your device!! http://bit.ly/o5t4bp #Nokiatips<br />App Tip: Awesome metric converter, also converts other units. Handy for travelers, school, chefs, etc http://bit.ly/bMsdR1<br />App Tip: Live up-to-date sports scores to keep tabs on all your teams using SportsFeed http://bit.ly/oqoRg<br />
    27. 27. Product tips are sent out daily and are created to add value to the customer’s experience with their device. New software is announced on a rolling basis as new firmware is released.<br />E72 tip: Have your text messages read out loud w/ Message reader app. Select Menu > Ctrl. panel > Phone > Msg. reader<br />Product Tips:<br />Software Release Announcements<br />5800 tip: Watch a movie in widescreen by holding phone horizontally. To adjust aspect ratio select Options & tap to switch modes<br />N8 Tip: Organize your apps by pressing menu key & select Options>Organize. To create new folder select Options>New folder<br />SW v35.2.002 is now available for Nokia N95 8GB Product Code 0561948 on NSU<br />
    28. 28. Social Contests<br /><ul><li>Harnessing the knowledge and creativity of follower base to create Care solutions
    29. 29. Get followers engaged by enabling voting on their favorite Care video</li></li></ul><li>YouTube Playlist<br />
    30. 30. Facebook Support Tab<br />
    31. 31. Facebook SW Update Tab<br />
    32. 32. Care Metrics<br />Engagement– is a measurement of clicks, replies, retweets, comments on Facebook and likes of content published by the NAM Care initiative on Twitter and Facebook and is captured by the Analytics section of Spredfast. <br />Sentiment - is a measurement of the ratio of positive to negative comments associated with Nokia Care US using the sentiment analysis platforms<br />Activity – is a measurement of published content by the NAM Care initiative on Twitter and Facebook and is captured by the Analytics section of Spredfast. <br />Company Confidential<br />
    33. 33. Where Social CRM Comes In<br />Social is part of the marketing mix:more activity requires more structure.<br />No one relies on just one network:a Social CRM helps manage these.<br />Increasing need for scalability:Social CRM systems are designed specifically to help scale and grow programs.<br />#Socialbiz<br />
    34. 34. Get the Full Pocket Guide<br /><ul><li>Business Cases for 6 highest priority business objective
    35. 35. Content Ideas
    36. 36. Sample tactics to implement
    37. 37. Suggested success metrics
    38. 38. Ideal team member profile
    39. 39. Real-world examples</li></ul>Download the Pocket Guide<br />#Socialbiz<br />
    40. 40. Contact Us<br />@nokiasean<br />@jimrudden<br />@spredfast<br />questions@spredfast.com<br />
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