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Social Media Week: The Social Engagment Hub

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Panel run by Conversocial at Social Media Week New York 2013. View the recording at http://landing.conversocial.com/livestream-register

Panel run by Conversocial at Social Media Week New York 2013. View the recording at http://landing.conversocial.com/livestream-register

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  • When Conversocial was launched in 2010, engagement meant likes and sharesComments were usually just read in order to delete the bad ones
  • Social is fundamentally changing how companies and customer communicateBy thrusting conversations - including customer service issues - into the public light, social has made customer service a REAL part of any company's brand
  • Conversocial is used by hundreds of brands to deliver real customer service and high volume engagement via the contact center. They have invested in dedicated teams, showing the importance they have put on managing social customer engagement
  • Social customer service teams are now becoming the face of all one-on-one engagement with customers - not just transactional issues. This engagement hub is now a key part of marketing – responsible for upholding, publicly, the brand promise; turning detractors into advocates; and protecting the brand against crises
  • Transcript

    • 1. The Social Engagement Hub Re-Imagining The Contact Center As A Critical Marketing Tool #smwCustServBrought to you by: Joshua March, CEO & Co-FounderPowering Social Customer Service @joshuamarch
    • 2. Social used to mean outbound marketing @joshuamarch 2
    • 3. We believed social was more important than that @joshuamarch 3
    • 4. Social customer service is now real for leading brands @joshuamarch 4
    • 5. Move to Social Engagement Hub @joshuamarch 5
    • 6. TodayMichael Brito, SVP Social Business Strategy, Edelman Digital,“How social customer service can impact your business”Alon Waisman, Social Media Operations Manager, GoDaddy“Surprise them, they’ll love you for it”Sean Valderas, Care Social Media Manager, Nokia“Nokia’s Social Care”Evan Shumeyko, CRM and Customer Engagement Practice, Ogilvy DigitalLeading our discussion and Q&A @joshuamarch 6
    • 7. The Social EngagementHubHow social customer service canimpact your business Michael Brito, SVP Social Business Strategy Edelman Digital
    • 8. Everyone is influentialDespite # of fans, friends and followers … Klout score too! @Britopian 8
    • 9. The Data Doesn’t LieSolving customer issues quickly and efficiently is a business imperative! Joint venture between Nielsen and McKinsey & Company @Britopian 9
    • 10. The Data Still Doesn’t LieIt’s also imperative to listen beyond your owned media channels Joint venture between Nielsen and McKinsey & Company @Britopian 10
    • 11. The positive impact of social customer serviceFostering shared value for all stakeholders, specifically customers COLLABORATION COMMUNITY ENGAGEMENT KNOWLEDGE SHARING CUSTOMER/SALES SUPPORT 3 SOCIAL ENABLEMENT 2 CUSTOMER SATISFACTION OPERATIONAL SOCIAL BRAND EXCELLENCE INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS IMPROVEMENT SALES/REVENUE 4 PRODUCT INNOVATION EMPLOYEE ADVOCACY 1 CUSTOMER ADVOCACY PRODUCT FEEDBACK @Britopian 11
    • 12. The positive impact of social customer serviceThings we intuitively know … Repeat Sales & Decreased calls Customer Loyalty to the call center @Britopian 12
    • 13. Empowering customer advocacyIf you love your customers, they will love you back and tell others… @Britopian 13
    • 14. Customers impact the purchase funnelThrough organic conversations, they are aiding and influencing others @Britopian 14
    • 15. Social customer service and the content opportunityLeveraging inbound support issues to feed the content engine and own GoogleInbound customer Content Content Creation support database Filter Processor knowledgebase @Britopian 15
    • 16. Thank you!Michael BritoSVP, Social Business StrategyEdelman DigitalMichael.Brito@Edelman.com@Britopian @Britopian 16
    • 17. Surprise Them:They’ll love you for it Alon Waisman @MowAlonSocial Media Operations Manager
    • 18. What is Social? ConnectionPersonality Loyalty Authenticity Intimacy Humanity Advocacy
    • 19. Be NICE Be REAL
    • 20. Broken expectations yield strong reactions
    • 21. Photo credits1. Lead me, kelsey_lovefusionphoto, http://www.flickr.com/photos/supersonicphotos/4521300451/2. Smiley, thebaldwin, http://www.flickr.com/photos/thebaldwin/4519511866/3. Miracle on 34th St, 20th Century Fox
    • 22. Nokia’s Social CareSean ValderasCare Social Media Manager29 © Nokia 2011 Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer] Nokia Internal Use Only
    • 23. Organizational approach to social mediaCare / Marketing / Communications Marketing Objectives: build buzz, drive advocacy, support sales Marketing Care Comms Objectives: Objectives: support and retain influence customers, captur discussion, set e product and agenda, manage service feedack & reputation insights Care Comms Specific business related objectives and metrics 30 Nokia Internal Use Only
    • 24. Organizational Approach Microsoft 13 years exp Services & Applications 15 years exp 15 years exp Product Product Quality R&D Training Corrective Action Care Expertise in Social 2 years exp 13 years exp Product Social Media Quality & Training Nokia Product 14 years exp 11 years exp Product Product Knowledge Quality Quality Training base Nokia Internal Use Only
    • 25. Let’s Discuss #smwCustServ