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Navigating the Social Media Jungle - social media for service providers

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The social media opportunity is here and now. It may seem like a jungle out there. However, as a service provider, the question is not whether you will do something about it, but what you plan to ...

The social media opportunity is here and now. It may seem like a jungle out there. However, as a service provider, the question is not whether you will do something about it, but what you plan to navigate it and when you will embark on your expedition.
This eBook guides service providers through what is required to navigate the social media jungle and reap the rewards.

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    Navigating the Social Media Jungle - social media for service providers Navigating the Social Media Jungle - social media for service providers Presentation Transcript

    • the le ting Jung iga ia viders av ed Pro N M rvice ialMedia for Se oc ialS Soc hamir & Oren Aga ssy hai S By S 1
    • Navigating the Social Media JungleSocial Media for Service ProvidersContents1 Before Starting......................................................................................................... 3 .2 Start by Listening. .................................................................................................... 5 . 2.1 What Are You Listening For?............................................................................ 6 . 2.2 Why Should You Care?. ................................................................................... 6 . 2.3 Trends.............................................................................................................. 7 2.4 A New Value System........................................................................................ 83 Connect the (Customer Identity) Dots....................................................................... 10 3.1 Identity Coupling.............................................................................................. 11 .4 Social Care............................................................................................................... 13 4.1 Social Central Station....................................................................................... 14 4.2 Crisis Management – Have a Plan.................................................................... 15 4.3 Build a Community........................................................................................... 165 Spread the Word...................................................................................................... 17 5.1 Business Case Example – Customer Service.................................................... 186 Summary.................................................................................................................. 197 About the Authors.................................................................................................... 20 2
    • 1.Before starting Before leaping into our discussion about social media for service Social media is NOT the point. Your business IS. providers, we want to take a moment to outline an important point - one we feel is often overshadowed by the hype of social media. Social media simply creates new opportunities for you to communicate with your customers outside of company websites, support/care systems, and retail stores. Used correctly, social media can enable your business goals in terms of: whats Brand – maintaining and building your brand perception so as to differentiate the ROI and increase value. customer satisfaction brand Customer Satisfaction – creating customer loyalty reduces churn and promotes brand advocacy, which in turn attracts more customers. Profitability – finding new revenue streams, monetizing assets and increasing operational efficiency. Navigating the social media jungle This eBook guides service providers through what is required to navigate the social media jungle and reap the rewards. Let’s go.www.TheCommCouch.com 3 Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 3
    • 1.BeforeStarting The Myths of Social Media Myth 1: Social media is free Myth 3: social media is easy Unfortunately, social media is NOT free. Like any campaign or This is perhaps the worst myth of all. Jumping into to social care/support channels, social media requires a strategy and media, without taking the time to listen, learn and plan results careful planning, resources, people and the right tools. in blunders that can seriously hurt your brand. Myth 2: Social media is fast Myth 4: social media cannot be measured While individual interactions across social media channels Not everything in social media can be measured. The same is are fast (sometimes too fast), establishing a social media true for most campaigns in marketing and customer service. presence, regardless of the specific platform, requires There are many things that can be measured. consistent effort over time. 4 Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 4
    • 2.Start bylisteningAlmost every eBook, paper and discussionabout social media begins with one piece of Grow bigger ears!advice – Start by listening a.k.a “grow biggerears”. This is correct. Listening provides theinsights and understanding you require to buildthe best strategy for your organization. www.TheCommCouch.com 5Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 5
    • 2.1. What are you listening for?Share of VoiceAre people talking about you? Share of Voice is the measurement of Nili Cohen NiliCo“how much” or to “what degree” people are talking about you. Heya John...RT @TweetingJohn: Bad phone service out here in Cali... sorry I can barely hear anyone. Hopefully uWhat if no one is talking? Then you need to take action to increase your see this tweet cos Ive bn tryna tweet allday. 8 Julpresence. In the following chapters we will discuss ways of increasingyour share of voice. Tereza Havier TerezaHa And yet they cuss out! Lol --->> RT @TweetingJohn: Bad phone service out here in Cali... sorry I can barely hearTone of Voice anyone. Hopefully u see this tweet cos Ive bn tryna tweet allday.What are people saying about you? Is the conversation largely positive 8 Julor negative? If the sentiment is positive, reward those who speak wellof you – this may encourage them to do even more. If the tone is largely John Johnson TweetingJohnnegative, try to get to the root of the issue - fast. Is there a real problem Bad phone service out here in Cali... sorry I can barely hear anyone. Hopefully u see this tweet cos Ive bn trynaof misinformation? You may want to take the conversation offline in order tweet allday.to deal with the issue – the resolution, however, should be publicized in 8 Julthe channel in which it first arose.2.2. Why should you care? If this was your network, here is an indication that something may be wrong. It could be a networkWe ran a search in Twitter for “bad phone service”. Among the first element malfunction, abnormal congestion or aresults, we found this thread: specific area with faulty coverage. Regardless of the cause, this customer is having a bad experience – you need to find out why.Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 6
    • 2.3. TrendsIt is important to monitor both “share of voice” and “tone of voice” overthe course of time and correlate the data with your advertising, marketing Your social media platformand PR efforts to measure their effectiveness. should provide a single, comprehensive solution Monitor over time a wide variety of channels; blogs, Twitter, Facebook, forums etc. Collect data for multiple search terms; your brand, services, competition Analyze the general sentiment and support a “zoom” into the specifics when needed Track performance over time and allow comparison-based analysisNavigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 7
    • 2.4. A New Value SystemCustomer retention is a key goal for service providers, particularly in thecase of a valuable customer. In traditional systems, the two main factorsused to rate a user are their ARPU (average revenue per user) and theirrisk of churning. That was before social media changed the rules of thegame.Social media changed the rulesPre-Facebook or Twitter, it was common for a person to share a goodexperience with three other people and a bad one with 14.In the Twitter chat highlighted in the previous chapter, the tweeter whostarted the thread has over 41,000 followers. The complaint’s reachwas then expanded by the three responses in the thread. Exposing onesimple complaint to tens of thousands of eyes – this type of adversepublicity has the power to hurt your business. 8Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 4 8
    • 2.4. A New Value SystemSocial networks have introduced a new value system based on An influence path is the set of connections of a certain person, on whichconnections. Facebook calls them “friends”, LinkedIn “connections” and their messages disseminate. A strong influence path occurs whenTwitter “followers”, but they all describe a complex mesh of connections messages are repeated again and again and cause an actual actionbetween people. When analyzed correctly, these mesh graphs, together (for example, influencing someone to buy a certain product or browsewith the content associated with each user and their type of influence, a website). A score can be used to calculate each person’s level ofmay provide insights as to each user’s influence path. This refers to the influence based on the number of people in their network, number oflevel and scope of influence a person has on their network and their repeated messages, speed of message spread, and more.ability to drive them into action. ARPU=$130 ARPU=$45 SocialASPU Social ARSU= 160 Text ARPU=$160 Social ARPU=$900 A value system that incorporates traditional and social media value parameters includes: ARPU Risk of churning Influence score Influence path 9Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 9
    • 3.Connect the (customer identity)dotsService providers have been collecting vast amounts of informationregarding their subscribers. As a result, they are able to do much morethan “just” listen. With a long-term, personalized relationship withsubscribers, service providers can use their consumer data to take social CallingJohnmedia monitoring to the next level.In this chapter we will illustrate how successful integration of allinformation streams can become an invaluable business asset. Failing to John 1 234 John56unify can have a direct harmful impact. 78Let’s take a look at the example below. tweet! tweet! tweet! Frustrated, he d John spends tweets "cant find any Johns Wor Tweetin 30 minuites searching for gJohn information about the new a device on a service [device] on [SP] service portal providers portal the IVR identifies John John calls [SP] customer service and listens to the IVR instructions 05-5858 58 The fundamental problem is that the process we have just discussed is a tweet! single flow for the customer AKA John. But for the service provider, these Darn!!! tweet! are separate interactions with no information flow between the social tweet! media application and the customer service platform. the IVR proceeds Annoyed, John tells to tell John that all everyone who is listening on information can be found Twitter what he thinks To resolve this gap you need “identity coupling”. on the service portal about [SP] 10Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 10
    • 3.1. Identity CouplingIdentity coupling connects the dots between a social media persona anda real-world person. As a result, you can “see” who’s talking to you on asocial media channel and respond effectively.Who are you talking to?At the basic level, identity coupling is performed manually. In the exampleon the right, a customer care representative (CSR) responds to acustomer complaint on Facebook. In the response, the CSR asks thecustomer to provide his real name and Facebook identity to create thematch.Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 11
    • 3.1. Identity CouplingMore advanced identity coupling systems are able to collect onlineinformation and offer statistical matches to personal profiles. Thisautomated approach provides a big step towards building a foundationof coupled identities. Additional manual processes, direct interactionsand approval from the customer may be required to complete the match.Now, John’s interaction may look more like this: IVR: your call is being Additional information business process: the IVR identifies John forwarded to CSR in the system: Complaints should go Customer complaint directly to CSR Having a complete picture of the customer’s interactions is the first step to delivering good customer service.Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 12
    • 4.SocialCareSocial Care is the use of social media channels for the customer.The problem for the service provider is that there is a multitudeof social media channels. Without an integrated solution, whichstreamlines and unifies customer service business processes, yourcustomer care representatives will be lost in a jungle of chatter and be # FAIL CommCouchpowerless to respond in a timely and effective manner.An effective social care solution should have the followingcapabilities: Integrated listening across all multimedia channels www.TheCommCouch.com Single/integrated view of the customer High-level sentiment Oh so quiet down here Ability to drill down to single interactions 13Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 13
    • 4.1. Social Central StationLet’s take a broader look at the social care solution – your Social CentralStation.This is a centralized program that brings together your social mediaexpertise to provide resources, training and strategy throughout yourorganization, across different business units that are deploying socialmedia. Social Central will help you reduce costs and increase efficiencyby having a single, expertise hub that provides the required resourcesand training for everyone embarking on a Social Media expedition. Italso ensures that your social media activities are driven by businessprocesses and are “up to standard”.Your Social Central needs to establish the standards and basis for all ofyour customer service. To deliver a consistent customer experience, allof your representatives should deliver the same quality of care and thesame services and messages. www.TheCommCouch.comNavigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 14
    • 4.2. Crisis Management - Have a PlanThe fast pace of social media means that storm clouds can turn into a some cases, we strongly recommend that you take the conversation tofull-blown media storm within hours. You do not have the time to start private communication channels. Once you have reached a satisfactoryplanning your response after receiving a complaint. Your entire team resolution – please, share it with everyone else.must be well trained and able to monitor the activity, pick up on warningsigns and provide timely responses on an ongoing basis. You also needa crisis management business process – ready to go as soon as thealarm bells go off.Who is who?A crisis is the right time to leverage the knowledge gained throughidentity coupling, which connects the dots between a social mediapersona and a real-world person.What is the complaint source? An online VIP (influencer) A subscriber A competitorWith the combined knowledge of the social media arena and the real-world person who voiced the complaint, you are in a better positionto quickly and effectively manage the situation.Word of caution: while www.TheCommCouch.comtransparency is important to building trust in social media channels. In 15Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 15
    • 4.3. Build a CommunityCommunities are one of the most fascinating aspects of social media. CommunityCommunity members help each other and provide information; especiallywhen there is a lapse in the official response from the service provider. Thecommunity can become a valuable extension of your customer serviceefforts. And since the voices are evangelists, rather than employees, theyare often more passionate and perceived to be more credible. This is one ofthe benefits you may gain as a company if you spend time fostering a loyal Community Showcasecommunity around your brand. GifGaff is a UK-based Mobile Virtual Network Operator (MVNO) andDoes this mean that social media communities can a part of the Telefonica group.replace customer service? The company chose an unconventional way to compete withIn some cases it has. However in most cases, social media will not replace large telco companies. Where traditional operators have huge callyou customer service department. Instead, look for it to increase your centers, GiffGaff has only 14 employees.overall customer satisfaction. All of GiffGaff’s customer service is online. They pro-actively push information out to their notice boards,publish customer-generatedCommunities also enable the service provider to form direct and personal tips and tricks and FAQs. GiffGaff relys on their community forumconnections to the subscribers. for peer-to-peer support (supported by intervention and moderation by GiffGaff employees when required). In return, GiffGaff rewardsThis is a unique opportunity to gain understanding of their needs and pains. members for helping with Kudos points which can either beYou can incorporate the community into your product launches for both redeemed for pre pay credit, or donated to charity (of course asupport and promotional purposes, by providing this group access to pre- charity of the community’s choice!).release information and products. The result is impressive. With the help of their community,Make your community an active participant in you product development. GiffGaff customer questions are answered within 3 minutes. The CASE STUDY brand enjoys a very high net promoter score (NPS) and, at theMitigate any issues at the earliest stages and test your assumptions. Then, same time, the community has radically cut customer supportwhen you are ready to go to market, give your community early information costs.and access to products. They will spread the word to the world. 16Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 16
    • 5. Spreadthe wordSocial media channels provide the means and opportunity for targetedmarketing and promotions. Word-of-mouth ShowcaseInstead of buying a traditional advertising space, create friendly andcompelling applications and plugins; offer presents and discounts,and hold contests and viral campaigns. Your success will be amplified BT Race to Infinitythrough sharing and the viral nature of social media channels – BT Infinity is a broadband service in the United Kingdom providedexpanding your visibility to new potential clients and customers. Your by BT Retail, the consumer sales arm of the BT Group. BT Retailcommunity will really come into play here. ran a competition called "Race to Infinity”, for communities to vote for their area to be one of the next to be upgraded to super-fast broadband. Entire communities rallied to the cause, campaigning intensively,Putting deals in motion raising donations and gathering votes. As Gavin Patterson, CEO of BT Retail, said: “The Race to Infinity really captured people’sOne key strategy to grow your social media presence and revenues imagination. We’ve been so impressed by the passion andis to offer special offers exclusively available through a specific social commitment of the people who signed up to campaign for theirmedia channel. While still in early stages, social commerce - where the areas up and down the country.”actual purchase is handled through the social media channel - can be an At the end of the competition, more than 360,000 votes were casteffective addition to your channel portfolio. right across the UK in the three-month long Race to Infinity survey. 17Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 17
    • 5.1. Business case example- customer serviceLet’s revisit the “bad service” complaint from an ROI analysis:ROI point of view One interaction with complainer – reduce customer service JohnyJohn John Johnson Bad phone service out here in Cali... sorry I can barely hear resources anyone. Hopefully u see thid tweet cos Ive bn tryna tweet allday. Prevention of overload on customer service centers – customer 8 Jul service resources Reduce time in identification and resolution of network problem – CommCouch service representative sees the complaint prevent revenue loss and customer churn and does 2 things: Prevent negative comments on social media channels – enhance1 2 brand perception and trust Responds: thank you, we are checking the Issues an alert network status and will update in the to the network team. next hour. CommCouch network team verifies that there is a network issue and gets to work on it. CommCouch communications:1 2 3Updates the IVRs Update the Provide a specific thank you Building the business case and ROI for social media needs to take intoand website – communities to the complainer – thanks account a variety of factors that are impacted by the new communicationthere is a problem regarding the for letting us know about problem to help the problem – we hope it channels.in this area. Weare working on field comments will be fixed in the next 3fixing it. hours.Navigating the Social Media Jungle: SocialService for Service ProvidersShamirShai Shamir & Oren AgassySocial Media Expedition: Social Media for Media Providers / by Shai / by & Oren Agassy 18
    • 6. Summary The social media opportunity is here and now. As a service provider, the question is not whether you will do something about it, but what you plan to do and when. Listen and learn – take the time to study the social media arena. Learn from both mistakes and successes. Strategize and plan – design a social media strategy that promotes your business goals Implement – use the tools, business processes and resources to execute your social media plan and campaigns Measure and build your business case – make sure that you are continuously measuring and evaluating your strategy over time Refine and repeat – We are always learning and striving to improve. This is true for all activities, and especially so for new areas such as social media. Don’t be afraid to try – this is the only way to improve and succeed. 19Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 19
    • 8. About the Authors Shai Shamir Oren Agassy Shai Shamir is a creative technology advocate During more than 15 years in the telecommunications with more than 10 years of experience in the industry, Oren Agassy has built up extensive telecommunications industry - working with service experience in networks, as well as business providers and software solution vendors. He brings support and customer experience systems. In a strong technical background and business his current role at Amdocs, Oren focuses on the experience to his current role at Amdocs, Shai challenges (and opportunities) that service providers leads the marketing activities for business process are facing in the social media space, and leads a management, social media and customer experience management. He is team responsible for the ideation, strategy, roadmap, partnerships and also responsible for defining and aligning corporate strategy, positioning, customer engagements of the Amdocs Social Media Solutions suite. In his generating market awareness and briefing analysts. Shai has been leading role, Oren identifies and seeks partnerships with startup companies and TM Forum’s Managing Customer Experience group for the last two years, technologies that complement Amdocs products to create new, innovative contributes to TM Forum Insight reports on both the customer experience solutions based on joint-value propositions. and social media and regularly blogs about the customer experience. e-mail: shai.shamir@amdocs.com e-mail: oren.agassy@amdocs.com 20Navigating the Social Media Jungle: Social Media for Service Providers / by Shai Shamir & Oren Agassy 20
    • Copyright © Amdocs 2011. All Rights Reserved. Reproduction or distribution other than for intended purposes is prohibited, without the prior written consent of Amdocs. The trademarks and service marks of Amdocs, including the Amdocs mark and logo, Ensemble, Enabler, Clarify, Return on Relationship, Intelecable, Collabrent, Intentional Customer Experience, CES, Cramer, Qpass, SigValue, DST Innovis, JacobsRimell, ChangingWorlds, andAbout Amdocs jNetX are the exclusive property of Amdocs, and may not be used without permission. All other marks are the property of their respective owners.Amdocs is the market leader in customer experience systems This document may be shared, distributed andinnovation. The company combines business and operational displayed (but not for consideration of any sort) only unchanged and in its entirely and provided that thissupport systems, service delivery platforms, proven services and notic and the copyright notice are not removed. This document is presented and made availabledeep industry expertise to enable service providers and their for informational purposes only. The information contained in this document represents the currentcustomers to do more in the connected world. Amdocs’ offerings help view of Amdocs as of issuance and is provided “asservice providers explore new business models, differentiate through is.” Amdocs expressly disclaims all conditions and warranties, either express or implied, including but notpersonalized customer experiences and streamline operations. A limited to any and all implied conditions or warranties of merchantability, title, non-infringement, or fitnessglobal company with revenue of approximately $3.2 billion in fiscal for a particular purpose.2011, Amdocs has over 19,000 employees and serves customers in IN NO EVENT SHALL AMDOCS OR ITS LICENSORSmore than 60 countries worldwide. OR AFFILIATES BE LIABLE FOR ANY DIRECT, INDIRECT, INCIDENTAL, CONSEQUENTIAL, PUNITIVE OR SPECIAL DAMAGES OF ANY SORT, WHETHER ARISING IN TORT, CONTRACT ORFor more information,visit Amdocs at www.amdocs.com OTHERWISE, INCLUDING, WITHOUT LIITATION, LOSS OF BUSINESS, PROFITS, BUSINESS INTERRUPTION, OR LOSS OF DATA, ARISING OUT OF OR RELATING TO THIS DOCUMENT OR THE USE OR INABILITY TO USE THE INFORMATION CONTAINED HEREIN, EVEN IF AMDOCS HAS BEEN INFORMED OF THE POSSIBILITY OF SUCH DAMAGES. 21