Oiling the Loudly Squeaking Wheel: How to Serve Customers in Social Media Channels Using Relevant Goals, Metrics, and Activities

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Presented by Jay Badenhope of Intuit at Call Center Week in Las Vegas, NV, on June 16, 2011. This talk addresses the role of customer care in social networks and how to look past the hype to concrete elements such as goals and metrics, just as you would with other parts of your business.

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  • You can now assume all of your worst and some of your best customer interactionsare public.
  • Ultimately you want to get to level 5. At that point you are…
  • First steps – often a volunteer effort of enlightened individuals:Build awareness – Listen to social talk and make it easier for your co-workers to listen, tooRecruit a posse – Find socially savvy co-workers and get them to help; they should appreciate the opportunity for professional growth, and you’ll appreciate the labor; find safe places to share ideasShow progress – We do social because it helps the business, set goals and share results; probably won’t be meaningful to match your goals against other teams in the early stages; challenge misplaced assumptions, such as successful social media marketing should be free and easy; it should be OK to make learning an initial goal
  • Oiling the Loudly Squeaking Wheel: How to Serve Customers in Social Media Channels Using Relevant Goals, Metrics, and Activities

    1. 1. Oiling the Loudly Squeaking Wheel: How to Serve Customers in Social Media Channels Using Relevant Goals, Metrics, and Activities<br />Jay Badenhope, Sr. Marketing Manager<br />Call Center Week, Las Vegas, NV – June 16, 2011<br />1<br />
    2. 2. This presentation will be successful if I can help you with two things:<br />Why your organization should allocate resources to customer care on social networks<br />How to start matching metrics and activities to your social media goals<br />
    3. 3. What is Social Marketing?<br />3<br />Social Marketing is:<br />Inspiring other people to market for you through social media.<br />It involves:<br /><ul><li>Influencing conversations that are already happening about your products
    4. 4. Generating new conversations about your products
    5. 5. Enabling your advocates to generate conversations about your business, brand, and products</li></li></ul><li>Why should a call center manager care about what’s happening on their company’s Facebook page? <br />Social networks are PIE:<br /><ul><li>Public
    6. 6. Immediate
    7. 7. Easy</li></li></ul><li>If you prioritize service channels by number of contacts, it doesn’t make sense to prioritize social networks.<br />5<br />
    8. 8. The importance of social networks may depend on your function.<br />
    9. 9. If you prioritize service channels by their reach, social networks should have your attention.<br />7<br />A marketer’s goal(grossly simplified)<br />
    10. 10. How much you prioritize social networks depends on your progress in the Social Engagement Journey.<br />Stage 4<br />Social engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.<br />Impactful<br />Stage 3<br />Stage 2<br />Operational<br />Stage 1<br />Traditional, command and control business operations using one-way communication to drive business outcomes.<br />Experimental<br />Social engagement becomes more embedded in business operations. Internal training, channel alignment and campaign integration deliver tangible results. <br />Traditional<br />Dabbling in social engagement occurs but is disconnected to business operations. Fractured tools, silo’d efforts and disparate measures reign.<br />Source: Ant’s Eye View, March 2011<br />
    11. 11. And here’s the destination.<br />Stage 5: The Fully Engaged Enterprise<br />Business Outcomes<br />Organizational Impact<br />Customer Evidence<br /><ul><li>Bring products and services to market more quickly, with built-in demand.
    12. 12. Manage risk and fiduciary responsibilities better,
    13. 13. Differentiate on experience
    14. 14. Get and retain the best talent
    15. 15. Have more efficient business operations
    16. 16. Breakthrough business results
    17. 17. Entire employee base has 360 view of the customer
    18. 18. Customer engagement is in company DNA
    19. 19. Brand dashboard ties to revenue
    20. 20. Ideal mix of brand advocates
    21. 21. Senior executives lead with customer engagement
    22. 22. “I trust you”
    23. 23. “I recommend you”
    24. 24. “I feel valued and heard”
    25. 25. “You anticipate my needs”
    26. 26. “That was my idea”
    27. 27. “I would never buy a competitor’s products”
    28. 28. “I am better because of you”</li></ul>Source: Ant’s Eye View, March 2011<br />
    29. 29. Which diagram best describes your company? Where do you want to go?<br />10<br />
    30. 30. Here are some early stage steps that would help a customer care team in social networks.<br />Build awareness, set principles, and engage<br />Recruit a posse and share what you learn<br />Start small, test, and show progress<br />
    31. 31. Consider these goals and corresponding metrics. What’s the most meaningful metric in your organization?<br />
    32. 32. Thank you! <br />Jay Badenhope<br />@Intuit<br />http://blog.intuit.com<br />@jay_badenhope<br />13<br />

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