Avaya Social Media Offers 20111207

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Presentation to Avaya's Business Partners in EMEA, July 2011. Including strategic development and tactical options employing Avaya solutions also Cloud options. Updated in November with Executive …

Presentation to Avaya's Business Partners in EMEA, July 2011. Including strategic development and tactical options employing Avaya solutions also Cloud options. Updated in November with Executive briefing agenda.

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  • 1. Social MediaStrategy Consulting and Actionable PackagesAndrew Maher #avayasm
  • 2. Presenting TodayAndrew Maher is a 20 year veteran of thecustomer experience arena. For over 17years he has been working with Avaya’sclients across the globe.He is an award winning leader in the areaof new media and its role withinenterprises and their interactions withcustomers. When consulting with clientsAndrew describes himself as a B2B2Cfocused, his concern is of his customer’scustomers. As a certified social mediastrategist he is addressing the CxOs ofFortune 100s to develop with them theneeds of this up and coming interactionchannel.Andrew is based in Frankfurt, Germany.He can most easily be found on Twitter@serviceplease20 where he talks aboutthe Enterprise 2.0, Customer Service andwhat a Social Business really could be.© 2011 Avaya Inc. All rights reserved. #avayasm 2
  • 3. Today’s topics Who needs this and why? How do I move on this? – Social Discovery Workshop – Social Media Advisory Services So, now I want to try it out! – Social Media Manager PoC Am I ready to action on social media? – Decision tree to help Additional information© 2011 Avaya Inc. All rights reserved. #avayasm 3
  • 4. Who needs this and why? SOCIAL’S QUESTIONS© 2011 Avaya Inc. All rights reserved. #avayasm 4
  • 5. © 2011 Avaya Inc. All rights reserved. #avayasm 5
  • 6. Social Media Landscape© 2011 Avaya Inc. All rights reserved. #avayasm 6
  • 7. Understand the Options and the Audience© 2011 Avaya Inc. All rights reserved. Source:#avayasm 7
  • 8. Powerful Effects 56% of consumers report a stronger connection when they interact withcompanies on the social web1 50% of consumers are more likely to buy if engaged via the social web2 1Cone Business in Social Media, 2009 2Chadwick Marketing Bailey Feb 2010© 2011 Avaya Inc. All rights reserved. #avayasm 8
  • 9. Avaya’s Social Media Strategic Consulting HOW DO I MOVE ON THIS?© 2011 Avaya Inc. All rights reserved. #avayasm 9
  • 10. Burning Questions How can I integrate Social How can my agents Context into my Customer become “Social Media Service Engine? Ready”? What’s the best strategy Can I leverage Social Media for capturing and to enhance collaboration filtering Social Content? and improve my business? Which SocialMedia Channelsmake sense for What hurdles can I me? expect along the way? What business valuecan Social Media bring How do I measure my company? Success? © 2011 Avaya Inc. All rights reserved. #avayasm 10
  • 11. Social Media Consulting Offers Discovery Advisory Execution • Education • PMO / FMO • Designing • Awareness • Roadmap • Building • Business • Planning • Adoption value • Measures • Deploying • Best practices© 2011 Avaya Inc. All rights reserved. #avayasm 11
  • 12. Road to Success  Engage an experienced professional  Discover where you are  Define your objectives  Develop a plan  Avaya has a global team of certified strategists and a proven methodology to support your business in reaching its social media goals© 2011 Avaya Inc. All rights reserved. #avayasm 12
  • 13. Steps towards Social Engagement Readiness Current Discovery Opportunity: Does State & engaging in Social Media 2 Objectives 1 make sense for my company? Where are we going? How is Social Media going to help get us there? Listen Current Landscape: What is being said? Applicability, competition, Engage Who is saying it? 3 industry, competitive 4 Where is it being said? opportunityWhat does the information tell us and how can we achieve our objectives? Learn Plan to handle 5 scale with Integrate accuracy and 6 integrity Plug into Customer Care capabilities and insert “Social” with the rest of the Expand interaction points Integrated Social The operation is now Media with the ready for scale. Team is 7 customer’s Social Ready and capable engagement of expansion processes© 2011 Avaya Inc. All rights reserved. #avayasm 13
  • 14. Avaya’s Method to Operationalize SOCIAL MEDIA MANAGER© 2011 Avaya Inc. All rights reserved. #avayasm 14
  • 15. Making it Social Business Contact Center Business Contact Partner Keyword 432Customer Language Driven Actionable Sentiment Mentions CRM 432Public Cloud Mentions Managed With ContextPrivate Cloud Agents •Contact History •Social Maturity sales •Internal Details Access to Contact Center Experts support Blended Agent Routing Training AACC, CC7.x, AIC InternalFunction i.e. Subject Internal Finance Matter User CC Ready? Reporting •Governance Metrics / KPIs Expert •Agent Skilset tracking / SLAs •SLAs © 2011 Avaya Inc. All rights reserved. #avayasm 15
  • 16. Avaya Social Media ManagerSearching for Actionable Content I supported CJ’s Charity Walk Week http://www.charity.org #CJ Thousands of items are retrieved based on search results CJet airlines swings to $161M loss in third quarter –bizjournals.comhttp://bit.ly/2OUCRV 30% identified as SPAM CJet voters, dont let a golden opportunity pass or irrelevant; us by CJet County Independent Dear reader, are you one who.. http://bit.ly/3qWX2 70% identified as relevant If CJet could just play nice & bump me to a later flight this would just uncomplicate things. Of that 70%, 2% are actionable No joy on 2 CJet flights. Back through security and are routed to agent again to mothership 30,000 SPAM items & Out of 70,000 relevant items, 100,000 Total Items irrelevant items removed 1,400 actionable items remain© 2011 Avaya Inc. All rights reserved. #avayasm 16
  • 17. Social Media Conversations Specific Mentions Direct keywords and specific Automatic mentions ClassificationReaching out and expecting answers Reservations Services Flight Delays Route to Correct Resources © 2011 Avaya Inc. All rights reserved. #avayasm 17
  • 18. Social Media Conversations Topic Searches RELEVANT General keywords, conversational words NOT RELEVANT xThese should not go to an agent... x x © 2011 Avaya Inc. All rights reserved. #avayasm 18
  • 19. Social Media ProcessingAutomating Social Media Scan and process events from social media using existing Avaya Contact Center infrastructure Standard Media Inbound Contact Center Contact Social Media Avaya Managed Social Contact Agents & Media Routing Experts Manager Generic© 2011 Avaya Inc. All rights reserved. #avayasm 19
  • 20. Social and Internal ContextDelivering Personalized Customer Service Inbound Contact Center Contact Social Media Avaya Social Automated Contact Managed Media Processing Routing Agents & Manager Experts Activity level  Order Social Context Internal Context history Associations  Interaction Post history history Location  Customer © 2011 Avaya Inc. All rights reserved. #avayasm preferences 20
  • 21. Social and Internal ContextMatching Data Social Context Internal Context  Collect same as phone # and email during registration  Store if discovered by agent  Potential match from social data (name, birthday, email, phone, location data)© 2011 Avaya Inc. All rights reserved. #avayasm 21
  • 22. Social Media Manager – Social Context Discover Social Context Leverage Internal Context Query known social media  Access enterprise / CRM data accounts  Integrate customer-specific Twitter: posts, location, etc. order history, transaction data, etc. Facebook: posts, posting attributes and resonance  Automated responses and (likes/dislikes/comments), user status through knowledge posting behavior and history base information (also across competitors’ pages), user profiles  Package context information for agent routing© 2011 Avaya Inc. All rights reserved. #avayasm 22
  • 23. So, now I want to try it out! APPROACHING SOCIAL MEDIA© 2011 Avaya Inc. All rights reserved. #avayasm 23
  • 24. Social Media Consulting Offers Discovery Advisory Execution • Education • PMO / FMO • Designing • Awareness • Roadmap • Building • Business • Planning • Adoption value • Measures • Deploying • Best practices© 2011 Avaya Inc. All rights reserved. #avayasm 24
  • 25. OverviewServices Solutions Social Discovery  Social Media Manager Workshops – PoC (hosted) – Executive level – PoC (premise based) – Education and discovery – Full deployment Advisory Services – Each include a portion of – Work together with clients the Advisory Services to create their social media strategies and roadmaps to succeed – Can be separate or part of SMM project© 2011 Avaya Inc. All rights reserved. #avayasm 25
  • 26. Social Discovery Workshop Targeted @ executives: – Marketing, Sales, Business Development, Customer Care, HR, IT – Requires executive sponsor Non-technical ! Outcome will be: – Understanding what role social media will play for you – Questions answered as to how social media can play a role – Clear steps to act on© 2011 Avaya Inc. All rights reserved. #avayasm 26
  • 27. Social Media Manager - EMEA Proof of ConceptWhat is It? Opportunity for customer to start creating a strategy around social media as a new channel of communications using Avaya Social Media Manager (SMM) as an enabler.Why does it Matter? It brings in social media mentions related to customer service and treats social media as an integrated channel into the contact centerHow does it Work? Automates discovery, processing, and management of relevant customer posts Uses existing Avaya Contact Center resources, infrastructure, and agents including call routing and reporting via email channel 1. Social Media 2.Social 3.Proof of Advisory Media concept period 4.Results and List price Services and Manager (60 calendar next steps Design Deployment days) call us! Workshop© 2011 Avaya Inc. All rights reserved. #avayasm 27 27
  • 28. Actionable Social Media PoC - Listening / Monitoring Solution overview Contact Center Business Keyword 432 Language Actionable Contact Driven Sentiment MentionsCustomer Managed Agents sales Business Contact Center Partner Blended support Agent RoutingPublic Cloud AACC, CC7.x, AIC marketing Reporting CC Ready? Metrics / KPIs •Governance tracking / SLAs •Agent readiness •SLAs © 2011 Avaya Inc. All rights reserved. #avayasm 28 28
  • 29. What we apply and achieve Create a PoC Social Media Manager Plan Agent Readiness  Awareness of Social Media Listen to mentions on Facebook & Twitter Interaction – when and how to engage  Negative Sentiment  Positive Sentiment  Other ..© 2011 Avaya Inc. All rights reserved. #avayasm 29
  • 30. Which option to start with? Client does Customer not have a SM PoC knows it all presence? Discovery Customer just Full deal Session wants to “play” Client has SM Advisory basics in place Services but…© 2011 Avaya Inc. All rights reserved. #avayasm 30
  • 31. What do I need? DECISION TIME© 2011 Avaya Inc. All rights reserved. #avayasm 31
  • 32. Social Media Decision Tree Do you have a Social Media Strategy? Is your company already active in Social Media? Do you want to integrate Social Media with your business? Do you want to automate Social Media handling? If you answered yes to one or less, then talk to us! If you answered yes to two or more then this is EASY!© 2011 Avaya Inc. All rights reserved. #avayasm 32 32
  • 33. Need more information? CONTACTS© 2011 Avaya Inc. All rights reserved. #avayasm 33
  • 34. Who to contact? Christian Goffi Global Lead Social Media Strategic Consulting Avaya +1.786.331.0774 @christiangoffi cgoffi@avaya.com http://www.avaya.com/blogs/archives/author/christian-goffi/ Andrew Maher Managing Principal Strategic Consulting Avaya +49.69.7505.96121 @serviceplease20 amaher@avaya.com http://about.me/andrewmaher© 2011 Avaya Inc. All rights reserved. #avayasm 34
  • 35. Publications German  Social Media im Kundenservice – Smart Service im Social Web – Juni 2011, u.a. A. Maher – http://slidesha.re/SM-im-Kundenservice  Social Media and the Contact Center for Dummies – 2010, Avaya Edition – http://bit.ly/SMandCCforDummies© 2011 Avaya Inc. All rights reserved. #avayasm 35
  • 36. And more information To learn more about the Avaya solutions and how it can add value to your business, or other award-winning solutions and Avaya Global Services, talk to your Avaya Account Manager or Authorized Business Partner. Also, visit us at www.avaya.com. For additional questions or support regarding this offer, please contact your Account Manager or Email us at APSOffers@avaya.com with subject line – “Social Media Manager ” Join us!© 2011 Avaya Inc. All rights reserved. #avayasm 36
  • 37. Follow Avaya on these channels  Avaya  @avaya  Avaya Deutschland  @avaya_support  Avaya LatAm  @avaya_UK  Avaya Brazil  @avaya_D  @avaya_FR  @avaya_Canada  http://www.youtube.com/avaya  @avayaAPAC  @avaya_Latam  @avayasmallbiz  http://www.linkedin.com/company/1494  @devconnect  Over 100 other Avaya groups and related© 2011 Avaya Inc. All rights reserved. #avayasm 37