It seems the entire world is going through a digital transformation. Everything in every industry is shifting more and more to the internet, apps, mobile devices and being automated and streamlined wherever it can be. Consumers are expecting and beginning to demand the products and services they want, and need support on the platforms and environments they’ve now become accustomed to. Today that means fewer phone calls and mail outs, and more web support, chat, text, social media and email support. What does that mean for industries using a contact centre to serve their customers? How can social media improve the customer experience? How can you support agents in monitoring and responding to social media? How can social media help you build your knowledge base and support customer conversations What protocols are in place to help agents determine when and how they should respond?   This presentation will include: Social media trends call centres should know Trends and tactics for providing customer service online and through social media What you need to know about the AODA accessibility legislation coming in 2021 Online chat and support automation: AI, scripted bots or real people? What to choose when The presentation will be followed by a Q&A session to help address your specific inquiries on any of these topics. These topics are presented by Shawna Tregunna, Director of Digital Services at Iversoft. Iversoft is a digital consultancy and technology partner that specializes in innovative strategies and expert execution of web & mobile app development, data driven marketing, digital transformations and interactive experience. The original presentation was held on: Thursday, November 28, 2019 Location:  Nepean Sailing Club - 3259 Carling Ave, Nepean, ON K2H 1A6

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SOCIAL MEDIA
TRENDS & PRACTICES
shawna tregunna

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@ShawnaActually
Shawna Tregunna
@Iversoft

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1 IN 3
social media users prefer customer
service through social channels
01
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67%
of consumers use social media
to seek resolution for issues
60%
of customers who complain on
social media expect a response
within an hour
03
88%
of consumers are less likely to
buy from a company that
doesn’t respond to customer
service queries online
04

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Customers spend 20-40% more
with companies that engage and
respond to customers via social
media
01
02
167% more efficient
to resolve a customer query
online versus over the phone
52%
more likely to recommend a
brand if they receive a
response on social media
03
44-48% faster and more accurate
to respond via Facebook or Twitter
versus email
04

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SCRIPTS
The question trees, canned responses, issue
flows, etc are the most complicated parts of social
media customer service – not the technology.
YOU ALREADY
HAVE THE
HARDEST PART
DONE.

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Claim your name on
ALL social sites
Use the SAME name on all platforms (and
/ or invest in keyword monitoring)
WHAT FIRST?
Set up monitoring either in dashboard
software or with email (> than 1 person)

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The Exception
to the Rule
If you expect a HIGH volume of support
tweets, and this is specific to Twitter, then
consider a “help” account
Separate Support &
Sales
But play nice, if the customer tags the
wrong account YOU need to do the
handoff.

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Bots
Scripted logic, ML, full AI or
blended with human chat
Create Content
Think self serve and
address the most common
issues, knowledgebase
Approvals
Can’t quality check verbal
convos in real time but you
can with written ones
Follow Up
Satisfaction checks are so
much easier online! Emails,
surveys NPS popups, etc
AUTOMATE WHAT
YOU CAN

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Hootsuite, Sendible, HeyOrca!, etc (need advanced packages)
PERKS OF PLATFORMS
A
B
C
 Approval Workflows
Many you can customize in different ways
 Time stamped, light weight, available
history
Much easier, faster, more efficient to manage than audio files
 Content Repository
Keep pre-approved draft messages handy for everyone

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Consider
building out a
community or
forum where
clients and
prospects can
help each other. Then
moderate
it.

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Don’t
underestimate
photos &
attachments –
instantly see
what they see!

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SOCIAL MEDIA
BE WHERE YOUR
CUSTOMERS ARE
Twitter &
Facebook
are
winning

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Respond within one hour
If you need more info invite them to move
to private chat
Don’t delete legitimate negative posts,
address them
Do delete abusive posts
BEST PRACTICES
Stay on the platform of the customer’s
choice for the entire exchange
Have a personality & don’t use boilerplate
responses

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Brand Voice.
Persona
Language
Tone
Purpose
Calm Excitable
Edgy Traditional
Modest Proud
Playful Purposeful
Authoritative Peer
Formal Informal
Professional Relaxed
Serious Humourous
Reserved Warm
Mature Youthful
Simple Technical
Savvy Beginner
Industry Jargon Plain Language
Illustrative Precise
Matter of Fact Inspiring
Why are we here? What are we
hoping to achieve?

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YOU CAN’T HIDE
Some companies stay away from social media customer service because
they fear the negative customer service experience being public - but
people will complain online whether you’re there or not

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COMPLAINTS ARE OPPORTUNITY
When you resolve an issue on social media you
do it publicly AND it’s more likely to be shared
and seen by others.

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Scripted Chat Bots
• Popup and start convos
• Website and social / public &
private
• Address your most common
issues quickly & error free
• Only as good as the data you
give it / flow you build
ML & AI
- It “learns” // needs a learning period
- Natural language option for user
- Like a human experience
- Need to train it, bad data makes a
bad bot
Hybrid w/ People
• You can have any other bot
transition to people at any time
• This can be via messenger,
email or comms of their pref if
someone is not available
• Have people during the day
and bots 24/7

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SERVICES TO CONSIDER
DRIFTMobileMonkey
Chatfuel

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User activation (volunteers, volume
versus other channels, bounce rate)
Goal completion rate (conversions if
sales involved)
Fall back rates (Comprehension levels)
Satisfaction scores
CHATBOT KPIS
Interactions/conversation length by # of
messages (+ retention)

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Don’t fear
code!

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SPEAKING OF CODE - AODA
What is the Accessibility for Ontarians with Disabilities Act?
The Accessibility for Ontarians with Disabilities Act (AODA)
mandates that Ontario must be accessible to persons with
disabilities “with respect to goods, services, facilities,
accommodation, employment, buildings, structures and
premises on or before January 1, 2025.” Included in that is the
requirement that all websites belonging to “a private or non-profit
organization with 50+ employees; or a public sector
organization," must conform to WCAG 2.0.
As of January 1, 2014, all new public websites, significantly
refreshed websites, and any web content that had been posted
since January 1, 2012, needed to meet WCAG 2.0 Level A. A
"significant refresh" is defined as "changing more than 50% of
the content, design or technology of the website."
On January 1, 2021, that same content must conform to a
slightly modified version of WCAG 2.0 Level AA. According to
AODA, you don’t need to meet the requirements for live captions
and pre-recorded audio descriptions

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Video – closed captioning & lower third
text, transcriptions on site
Design – colour contrast, size, alt text and
avoid text in images as much as possible
(screen readers can’t read it)
Stories – caption apps for v2t
Emojis – they are read out loud, don’t
include them in names and use sparingly
ACCESSIBILITY
CONSIDERATIONS
Images – alt text, for albums and phots
add unique descriptions to each,
Instagram and Twitter have alt text fields
in advanced options
Twitter – avoid condensed tweet-speak
that isn’t read clearly by screen readers

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Source: Lee Reed

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QUESTIONS?
Slides, links to stats, a resource on
how to make your entire website
AODA compliant will be available
later today at iversoft.ca/orcca
1155 Lola St U200, Ottawa
613.421.3498
Shawna@Iversoft.ca
Iversoft.ca/orcca