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Providing Tweetworthy Customer Service in the Social Media Age
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Providing Tweetworthy Customer Service in the Social Media Age

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You'd never ignore calls from your members, right? But that's what your association is doing if you're not tuned into what members, customers, meeting attendees, sponsors, and other stakeholders are …

You'd never ignore calls from your members, right? But that's what your association is doing if you're not tuned into what members, customers, meeting attendees, sponsors, and other stakeholders are saying about your association on Twitter, LinkedIn, Facebook, Google Plus, and all the other social sites. Learn from the marketing manager at an association for customer service executives about research they've commissioned on the use of social media to provide customer service. What you learn may shock you! Walk away with tech tools, practical techniques, and sample policies you can use to implement an effective social customer service initiative at your association.

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  • WHAT IS SOCAP?
  • BRIAN
  • BRIANASK for examplesHow do you define customer care?What is the difference between a good and a bad customer care experience?
  • MRDWe are going to use the word customer today – two reasons – first, it is part of SOCAP’s vernacular but also because we are going to define customers in a more broad way – These are all groups that we are trying to influence in different ways and provide us with an opportunity to grow our business – we will not go through each group individually
  • BRIANCustomer Care within the context of AssociationsDefined by how we interact with our customers, members, constituentsBroken up into these three broad categories that every association, to some extent, must support.
  • BRIANFirst, a little backgroundCommunication started with face-to-face conversation. Sitting around a fire, sharing a meal, the origins of oral tradition.Evolved into paper letters as early as 108 A.D. Major breakthrough is the ability to communicate over large distances.Every subsequent evolution improved the speed of communication, the ease of access, or the amount of information that could be conveyed.The manner in which we communicate with each other continues to changeNew technology impacts the level of intimacy involved in communication.Face to face: very intimate.Twitter, not so intimate.Why is this relevant?How we communicate with customers dictates how we communicate with customers.What is effective and appropriate for face-to-face may not be effective or appropriate for other channels.We’ve shown one interpretation of how the level of intimacy changes for each of the channels here. But this isn’t an absolute.You need to know your members and know how this scale changes for you.Examples?
  • MRDSOCAP Companies – our first session on social media and Social Customer Care was in the fall of 2007 – We have talking about this for a while Associations as a microcosmWe have the same customers
  • MRD
  • MRD
  • BRIANSOCAP worked with The Center for Client Retention to survey tens of thousands of consumers on their social media usage habits.This survey was conducted in 2010, and since then every one of these figures has moved even more in favor of social media.Our takeaways as associations:It’s highly likely that a segment of our customer base is involved in social media.Social media adoption is significant in every major demographic segment: age, gender, level of education, race/ethnicity, etc.Your members who are engaged in social media represent an opportunity to improve member relations, improve member engagement, and increase satisfaction.They also represent a potential threat if you don’t have an effective strategy in place.
  • 2:503 minutes per slide
  • What is the strategy? Why? Steps? Decisions to engage? Tolerance Everyone needs to be on boardFish where the fish are – channels – There are lots of channels – Twitter, Facebook, Blogs,Google Plus, blah blahblah
  • What is the strategy? Why? Steps? Decisions to engage? Tolerance Everyone needs to be on boardFish where the fish are – channels – There are lots of channels – Twitter, Facebook, Blogs,Google Plus, blah blahblah
  • What is the strategy? Why? Steps? Decisions to engage? Tolerance Everyone needs to be on boardFish where the fish are – channels – There are lots of channels – Twitter, Facebook, Blogs,Google Plus, blah blahblah
  • What is the strategy? Why? Steps? Decisions to engage? Tolerance Everyone needs to be on boardFish where the fish are – channels – There are lots of channels – Twitter, Facebook, Blogs,Google Plus, blah blahblahR
  • BRIAN- Now that we know the elements of a good customer care program, let’s take a look at the potential ROI for implementing such a program.
  • BRIANEffective social customer care requires great cross-department communication and collaboration.The best social customer care programs integrate cross-functional teamsMarketing, Customer Care, PR, Membership…WHO ELSE?Reality: Social media is instantaneous, permanent and viral.As a result, anything you say on social must be accurate. The only way to ensure accuracy of information is through a cross-functional team where anyone and everyone tasked with social media management is aware, at least on a general level, of the activities throughout the organization.
  • In an era of constant competition…. We have to talk to customers where they are – this is either where they are or where they will be. Building a muscle in this area builds capacity to serve new audiences --- people want to connect, engage where they are – some people do not want to call you. More inquiries you can answer – you do get less inquiries – education – one to one many Diverse messages – diverse audiences – Innovation – Idea generating – Build fans
  • BRIANSocial customer care helps you identify advocates for your organization.A strong and caring presence develops and builds loyaltyExtend networking opportunities beyond in-person meetings and events
  • MRDKeeps the entire organization more open – at all levels, consistency, dialogueNot just with members but with all leaders of the organization – no longer need to reinforce messaging annually but consistant stream of discussionI will argue with myself in bit but social customer care allows you to show members your area of response.Going back to the for profit world, companies are getting great feedback when they engage in the social space – many examples of delighted consumers – just saying thanks for using or sending an idea to a consumer – again be authentic
  • TOGETHER
  • MRDOpening yourself up is scary for all stakeholders and there are risks
  • BRIANIt’s one more thing that has to be done.The success of social care does not scale linearly.Putting out 50% effort does not mean 50% success.Any less than 100% dedication leads to a sharp dropoff in customer satisfaction.
  • MRDYou cannot make people be social – need to integrate into hiring process – does the job need to be social --- but we hire people that at least have an interest and can communicate a desire to be social Make these duties clear to all stakeholders in organization – Brian’s job is to have a digital voice – this means that he is engaging on facebook etc. It also means that we probably have a bit more lax rules around social media broadly which is a bit of a riskThe youngest person on my team was not the most socially savy or interested but great at phone and care – need to ask
  • Trust your staff – Need to give people room… they can disappoint. Or fall short or things can go terribly array. Try to create policies to help – so make it a rule that your team does not have a personal twitter feed open along with organizational feedWhat is expected of your staff if you expect more than you open up risk Controlling the messages – but huge opportunity to let the good come out – let people come to your defense! Keeps you honest when you are off, however! Control is tough or impossible with association leaders, volunteers etc. Example, Chapter Leaders complaining via social sites
  • Transcript

    • 1. Customer Relationship Experts Providing Tweetworthy Customer Service in the Social Media Age Monday, March 11 #IDEAS13 *** Matthew D’Uva Brian Cheung President & CEO Director of MarketingSOCAP International SOCAP International @MRDuva @bdcheung
    • 2. What You’ll Learn• What is customer care?• The Evolution of Communication• Role of Customer Care in Business Enterprise • Plus what that means to us as association executives• Applying Lessons learned & Best Practices • Strategy: Setting up your organization for success • Tactics: Tools & techniques• Looking Ahead© 2013 SOCAP International. #Ideas13 LC2 Slide 2
    • 3. What Is Customer Care?© 2013 SOCAP International. #Ideas13 LC2 Slide 3
    • 4. Members Others Stakeholders Customers Public Media© 2013 SOCAP International. #Ideas13 LC2 Slide 4
    • 5. • Products and Information Services • Government Relations Customer • Technical Care for Support • Professional Associations Engagement • Committees • Volunteers© 2013 SOCAP International. #Ideas13 LC2 Slide 5
    • 6. © 2013 SOCAP International. #Ideas13 LC2 Slide 6
    • 7. • Any time 2+ people are communicating, that is social media. WHAT IS • It is: Facebook, “SOCIAL Twitter, LinkedIn, G+, MySpace MEDIA”? • AND discussion boards, listservs, bulletin boards, YOUTUBE etc.© 2013 SOCAP International. #Ideas13 LC2 Slide 7
    • 8. WE’RE FOLLOWING A PATH© 2013 SOCAP International. #Ideas13 LC2 Slide 8
    • 9. • 84% of Fortune 1000 companies actively monitor social media WHAT DO • 49% have a cross- functional team to MEMBERS/ execute social strategy CUSTOMERS • 81% use specialized tools or software to EXPECT? monitor and engage via social media© 2013 SOCAP International. #Ideas13 LC2 Slide 9
    • 10. WHAT DO 100% of companies MEMBERS/ engaged in social media have a target CUSTOMERS response time of one hour or less. EXPECT?© 2013 SOCAP International. #Ideas13 LC2 Slide 10
    • 11. Social Media Benchmarking Study The Center for Client Retention27,000+ Respondents 60% Use Social Media Daily 2x 55% 1/3More Likely Feel  when Expectto Post than brands brands to Call© 2013 SOCAP International. respond #Ideas13 LC2 respondSlide 11
    • 12. Elements of a Social Customer CareStrategy Leadership/Shared Vision/Strategy Infrastructure Social Voice Staffing© 2013 SOCAP International. #Ideas13 LC2 Slide 12
    • 13. Leadership/Shared Vision/Strategy• Shared understanding of strategy and use of social channels• Buy-in from key stakeholders • Board of Directors • Staff • Volunteer Leaders• Understanding of and commitment of engagement channels© 2013 SOCAP International. #Ideas13 LC2 Slide 13
    • 14. Infrastructure• Social Media Policy – Develop a policy, continue to revise it and make it relevant.• Rules of engagement – Understand what engagement means for your organization, how do you engage, what voice and when do you interject. Who is empowered?• Consistency – Same messages and policies across all service channels© 2013 SOCAP International. #Ideas13 LC2 Slide 14
    • 15. Social Voice• Be Authentic – How will you communicate as an organization? How will your staff team “speak” for the association?• Listening – Be committed to listening. How will you listen, monitor and evaluate?• Empowerment – Who is allowed to speak on behalf of the association and in what voice?© 2013 SOCAP International. #Ideas13 LC2 Slide 15
    • 16. Staffing• Finding the right person/people – Social media enthusiasts, comfortable in the space.• Flexibility – Access to social media sites (!), hours/response time, clear expectations.• Training – Training resources, room to learn and experiment, tolerance for mistakes,© 2013 SOCAP International. #Ideas13 LC2 Slide 16
    • 17. Benefits of SocialCustomer Care to Your Organization© 2013 SOCAP International. #Ideas13 LC2 Slide 17
    • 18. BREAK DOWN SILOS© 2013 SOCAP International. #Ideas13 LC2 Slide 18
    • 19. BUILD CAPACITY© 2013 SOCAP International. #Ideas13 LC2 Slide 19
    • 20. COMMUNITY INVOLVEMENT© 2013 SOCAP International. #Ideas13 LC2 Slide 20
    • 21. TRANSPARENCY© 2013 SOCAP International. #Ideas13 LC2 Slide 21
    • 22. And...• Gap identification• Relationship Building• Engagement• Content Curation• Market Expansion• Subject Matter Expert Identification• Membership Growth© 2013 SOCAP International. #Ideas13 LC2 Slide 22
    • 23. Risks of SocialCustomer Care to Your Organization© 2013 SOCAP International. #Ideas13 LC2 Slide 23
    • 24. CAPACITY© 2013 SOCAP International. #Ideas13 LC2 Slide 24
    • 25. HIRING & STAFFING© 2013 SOCAP International. #Ideas13 LC2 Slide 25
    • 26. TRUST & CONTROL© 2013 SOCAP International. #Ideas13 LC2 Slide 26
    • 27. © 2013 SOCAP International. #Ideas13 LC2 Slide 27
    • 28. • Multiple users • Scheduling • Team Workflow WHAT TO • Total Number of LOOK FOR Social Accounts • Analytics, Metrics & Reporting© 2013 SOCAP International. #Ideas13 LC2 Slide 28
    • 29. Additional Resources and Readings• Sample Social Media policies from Coca-Cola, Best Buy, AIA, & more• Social Media Primer, a getting started guide http://bit.ly/ideas13-SOCAP© 2013 SOCAP International. #Ideas13 LC2 Slide 29
    • 30. Customer Relationship ExpertsThank You!

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