SOCAP 2012 Symposium/ Ogilvy Social CRM Workshop
Upcoming SlideShare
Loading in...5
×
 

SOCAP 2012 Symposium/ Ogilvy Social CRM Workshop

on

  • 962 views

Social media programs drive friends to Facebook walls and followers on Twitter but what are the ramifications of this activity for a customer care organization? In an engaging and interactive workshop ...

Social media programs drive friends to Facebook walls and followers on Twitter but what are the ramifications of this activity for a customer care organization? In an engaging and interactive workshop we will discuss timely and relevant topics confronting brands today, such as:
Who should own your Social Media Strategy? Marketing, Sales, PR, Customer Care or is it possible that no one should own it?
Are there metrics and that your customer care organization can measure, connect to social media goals and use to demonstrate ROI?
How do you identify influencers? How do you serve them best? Does your legacy CRM system know who these people are?
Is it possible to leverage active listening across social channels?
What are the current barriers to providing social customer care in your organization? How might these be overcome?

Statistics

Views

Total Views
962
Views on SlideShare
962
Embed Views
0

Actions

Likes
0
Downloads
29
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

SOCAP 2012 Symposium/ Ogilvy Social CRM Workshop SOCAP 2012 Symposium/ Ogilvy Social CRM Workshop Presentation Transcript

  • Social CRMA Workshop for Care Experts Evan C. Shumeyko evan.shumeyko@ogilvy.com Director Social@Ogilvy
  • Social Media Overview© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • How old is Social Media? http://copybrighter.com/social-media-in-the-1990s© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • What Changed? Loyalty vs. Satisfaction© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Kickoff Discussion Who owns the following in your organization today?... Social Media Social CRM Social Customer Care Executive Servicing (Escalations, Tier 3 Support, etc) Customer Experience Customer Satisfaction (Voice-of-the-Customer) …Who should?© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • @armano© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Owned - Paid - Earned Social media gives word of mouth a power that rivals traditional earned (PR) and paid media by empowering millions of advocates and detractors alike. This is our new world of earned media.© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Social Media is Personal “I took photos of everything, and marveled at how a photo of Saturday pancakes for my kids could generate more "likes" than a "most emailed" article from The New York Times.” Pete Blackshaw - global head of digital and social media for Nestle S.A., based in Vevey, Switzerland. Hes the author of "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000"© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • A True Social Media Campaign© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Omni Platform Facebook Results o No. 1 all-time most-viewed sponsored channel YouTube o More than 100 Million views for the videos on YouTube o 80,000 Twitter…yada, yada, yada ROI Twitter In the first six months after the launch of the campaign, Old Spice sales increased 27% year-to-year. By the sixth month of the effort, month- to-month sales had increased 107%© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Social Media Drives the Conversation More than four in five US online adults now participate on the social web. (Forrester 2011) Blogs, wikis, forums, rating and review sites like Yelp Customer sentiment monitoring and feedback tools Social networking sites (e.g., Facebook) User-generated content sites (e.g., Twitter, YouTube) Platforms that support public and private customer communities (e.g., Jive Software, Lithium Technologies).© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Recent Thinking Social@Ogilvy Top 7 Learnings from Social Media Week 2012 1 Social Media is a RELATIONSHIP 2 Consistent Dialogue and Engagement is Imperative 3 Exclusivity Helps 4 Tailor Your Content 5 Experiment and Have Fun 6 B2B is a Growing Segment in the Space 7 Innovation is Key© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Key Takeaways Learning Marketer POV Service Key It’s a relationship We want long-term We must come through commitments at key moments-of-truth Consistent Dialogue More communication Update goals to reflect a humanizes the brand broader dialogue Exclusivity Make customer feel Provide us with a way to special reward good customers Tailor your content Understand the customer Create dialogue journey strategies Experiment Promotions, Apps Pilot new approaches B2B Leverage social for Lead Segment service for B2B Generation Innovation Pitch clients on the shiny Apply innovation to penny hiring, training, ops© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Discussion How can we evolve Customer Service in the face of those learnings and the new world of social media?© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Social + CRM© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • CRM Complexity: Today March 2011 “Defining Social CRM”© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • CRM Simplicity A Look into the Past Anticipate Customer Product Needs Development Relevant Promotional Dialogue OffersPersonalized Customer Service Database© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Customer Journey Present Day Awareness Consideration Conversion Adoption Evangelism Optimization Public Relations Marketing Sales Service Loyalty Product “How will this affect the customer ?” Social Collaboration Breaks Down Silos© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • A Millennials View© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Our Response: Social CRM Social Enterprise Media 2.0 Marketing Social CRM© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Handy ReferenceSource: http://www.getapp.com/infographics/most-important-online-crm-and-social-crm-apps?goback=%2Egmp_4131624%2Egde_4131624_member_96854603© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Case Study: Bonobos© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Case Study: Bonobos© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Case Study: Bonobos Bonobos will get $16.4 million in cash and more than 100 stores to sell its clothes, while Nordstrom will get gain expertise on e-mail marketing and online branding. To the casual observer, the Web-only clothing manufacturer Bonobos would appear to be a skillful digital marketer, using Twitter, Facebook and a dynamic blog to interact with a dedicated customer base. With its irreverent sense of humor and pile-on approach to customer service, Bonobos begs comparison with the darling of the digital retail set, Zappos.com. But much of that marketing is more accurately referred to as research and development. "Were including our customers in the conversation about what products we make, how they fit and how we sell them," said Andy Dunn, Bonobos co-founder and CEO. "When we think of social media, its not just to market ourselves. Its actually for us to get input from our customers so that our team can develop more intimacy with them in order to serve them better. "© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Discussion Does your organization have visibility into the following? New Promotions Product Focus Product Enhancements / Rollouts Customer Experience Pain Points Drivers of Attrition / Churn Do you understand where customers are in their journey when they contact you? Are they provided a tailored treatment?© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Tell the Agency If you could work better with your CMO, social team, agency – how would you? What are YOUR pain points?© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Social + Care© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Customer Experience Impacts Bottom Line CONSUMERS WILL PAY FOR A GREAT CUSTOMER EXPERIENCE The 2010 Customer Experience Impact Report, commissioned by RightNow and conducted by Harris Interactive®, unveiled some significant results on how much consumers are willing to spend to ensure a superior customer experience and the overall influence customer experience has on a company’s top and bottom line.© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Billions and billions spent in pursuit of a better customer experience 2010 global spend on: $7.8B CRM $34.1B Call Center $65.2B Advertising Sources - Gartner, Business Week & IDC© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • The universe truly is customer-centric Social Systems© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • The customer has a voice – and for every Comcast Cares there is an #fail (again)© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • There is Good News! Service Drives Revenue of consumers said improved customer service would encourage increased spending. When asked how companies can encourage consumers to spend more. 66% said improved customer service 61% said accessible information and availability for questions before making a purchase 23% said a tailored shopping experience 1 These calculations were done by RightNow based on the results from Harris Survey and predicted US Airline revenue for 2010 by the Bureau of Transportation Statics© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • 3 Beliefs About How Social Impacts Care 1 Social is a skill 2 Social is a reflection of how we do business 3 Social demands EQ – not just IQ© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Social is a skill Social is not a channel. Social Care It is not a campaign. It is a core competency built into your organization’s DNA. Service Sales Before Social… Sales You Are Here PR PR Mktg Marketing Customer Service© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Social is a reflection of how we do business Often, call centers have been about minimizing cost, maximizing efficiency, and reducing talk time. In addition, we have sought to make conversations as short as possible. But with the onset of social media, customers are driving the conversation. They are demanding personal, timely responses – a human interaction with your brand.© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Social demands EQ – not just IQ We don’t want to Care was viewed as Sales & Marketing avoid calls a back office cost owns customer center relationships We want to have a Care is a brand Customer Care is at the continuous ambassador creating center of the brand conversation positive word-of-mouth© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Case Study: @TWCABLEHELP© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Time Warner Cable’s Social Care Team Overview Business Situation: In 2009, The social space was awash with customers complaining about terrible service. Time Warner Cable recognized that a fundamental shift in the way they communicated with subscribers and influencers was necessary. The company then set about meeting customers in their preferred channels and giving them remarkable experiences and a reason to remain loyal. Research: An initial Conversation Map showed that the vast majority of discussion was driven by customer service problems, and that when unanswered, these problems festered, spread, and increased negative perception online. It quickly became clear that without the ability to react in real time to service issues in the social sphere, Time Warner Cable would not earn the right to engage their audience around any other topic. 3-Part Strategy: 1) Build Social Care: Time Warner Cable needed listen for for and offer superlative care to customers who complain to transform negative experiences into positive word of mouth. 2) Socialize the Enterprise: In order to move such a large organization socially, infrastructure to support these changes has to be built in a timely, orderly fashion. 3) Build Advocates: Time Warner Cable needed to develop content, partnerships, and locations where we could engage influencers and enthusiasts around the content that Time Warner Cable delivers.© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Dialing up Customer Service with @TWCableHelp The first piece of the puzzle to go live was a social customer care team in February 2010. Recruited for their customer service skills and social media savvy, Ogilvy trained the team in social tools and designed their own response protocols. The 4-man social care team @TWCableHelp proactively reached out to anyone who shares their service issue or general displeasure socially and asks something to the effect of “Can I help?” In 2011, per Ogilvy’s recommendation, the team extended care to the Facebook page through a Support Tab, helping resolve issues for its 237,000+ Facebook fans, and taking service complaints off the Wall.© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • @TWCableHelp Delivers Results Key Results, Feb ‘10 – October ‘11 76% Response Rate 59,020 Rate at which customers respond to @twcablehelp 29,075 outreach 10,786 As high as 85% Customer Issues Unique Customers “TWCableHelp” Resolved* Engaged Mentions Accolades: Time Warner Cable’s social care team – activated by Earned a the Bronze WOMMY Ogilvy in February 2010 – has bridged the online and in 2010 for Best Word of Mouth offline worlds, and gained a 8,000 followers, leaving a Marketing Program trail of advocates in its wake. Recognized by New York Magazine as “Highbrow and Brilliant” (February 2011) Constantly earned customer Key Metrics praise in the form of tweets Tweets Mentions Reach Customers Engaged© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12 Source: Radian6,
  • @TWCableHelp Gets Media Accolades Highbrow & Brilliant “Time Warner Cable’s quick- response customer-service Twitter account.” – New York Magazine’s Approval Matrix, February 2011© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • InfoGraphic This is great… …but it’s just a start.© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Customer Service + Social CRM = Cultural Change© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Social Care Version 1.0 Social Twitter FB Email Web Phone Care© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • The Insidious Plot to Socialize the Enterprise @jbell99© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Ogilvy’s Social CRM POV for Care Future... Social Care Care for the brand – not just the servicing issue…© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Social Media Adoption© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Pre-Socialization Social Phone Web Self© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Social Care Evolution Hierarchy STAGE 4: Unify marketing operations, STAGE 3: technology, and Apply social executive principles within leadership via STAGE 2: traditional Social Care Team social operations integrated into STAGE 1: operations PR-centric Social Care Team STAGE 0: Call Center: Phone/Email only© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Post-Socialization Scalable Social Phone Web Community Self Apps© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Don’t Forget Employees© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Ogilvy Case Socialize Branding & Campaign Assets Industry Knowledge at Agents Fingertips Knowledge- Measure Training Share and Content Usage Collaboration Monitor Listening Post Activity© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Mobile© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • There Will Soon Be No Mobile© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Pocket Computers© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Shoppers overwhelmingly want salespeople to have the ability to check inventory at other stores for out-of-stock items, according to new data compiled by eMarketer. They also want salespeople to have consistent knowledge about products whether theyre in the store or not, reports Adweek.© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • © SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • If a product is out of stock, the Employee app indicates when more will arrive and whether any nearby Lowe’s stores have it in their inventory. And employees will also soon be able to place an order for a product and use the credit card reader to process payment. Lowe’s developed three custom iPhone apps—two for employees, one for customers. The Lowe’s Employee app gives store staff access to key product information, while the Store Manager app allows managers to handle administrative tasks. And every iPhone for employees is encased in a custom solution that includes a bar code scanner, a credit card reader, and an additional battery. Lowe’s free consumer app gives customers a wealth of home improvement information at their fingertips, including how-to videos, product prices and reviews, store locations, and gift card balances. Lowe’s has seen many advances in technology during its several decades of existence, but iPhone rises above them in its ability to offer mobile access to key business and product information. The retailer understands that a nimble, well- informed workforce is crucial to top-notch customer service, which will drive future business success.© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • A Word From D.O.© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Have Natural Conversations with your Customers I dont know the rules Our Call Center POV of grammar... If youre • Don’t hurl marketing jargon trying to persuade inside the call center • Listen, listen, listen for words people to do something, that resonate or buy something, it • Make sure agents explain seems to me you product benefits clearly should use their • Conduct focus groups with language, the language your agents they use every day, the • Understand how your customers talk to each other language in which they • Guide the conversation your think. We try to write in agents are already having; the vernacular. Don’t try and control the one you want them to have© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Test! Test! Test! Customer-Centric Treatments Our Call Center POV • Continually refine your contact messaging and Never stop testing, strategy and your advertising • Use your top performing agents to help develop and will never stop implement process improving. improvements • Ensure that you can collect both customer and agent feedback© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Always Be…Relevant Our Call Center POV • Don’t “laundry list” why your stuff is so great. Instead, The more informative engage in a consultation your advertising, the • Connect your product’s benefits to the needs of your more persuasive it will customer be. • Teach your agents that sometimes less is more. Give your customers powerful facts and allow them to think digest them Solutions:, Customer Insights, Dialogue Strategy© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Teach Your Agents to Paint Pictures Dr. Gallup reports Our Call Center POV that if you say • Always provide examples of real-world benefits something which you • Arm your agents with dont also illustrate, descriptions and success the viewer stories culled from your own immediately forgets it. observations I conclude that if you • Cross-pollinate best practices across teams, dont show it there is programs and from other no point in saying it. industries / discplines© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Where Social Resides Source: Useful Social Media “State of Corporate Social Media 2012”© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • In Closing @rohitbhargava Don’t Let One Team Own Social Media In April 2010, Dutch airline KLM was thrown into the jaws of social media head first thanks to the Icelandic ash cloud that covered Europe and grounded flights across the continent for nearly a week. Moving quickly, KLM Earned credit by creating a rebooking tool for Facebook within 24 hours and created a “multi- functional” team across customer service, marketing, PR and operations. For the world’s largest airline, this forced integration was just what they needed to build a highly sophisticated view that social media belongs everywhere across the company. When they recently launched 24/7 support on Twitter and Facebook, they did it through a highly engaging “Live Replies” campaign in which they responded to tweets with a small army of staff in an airplane hanger holding up signs.© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • Closing: Please Keep In Touch!© SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12
  • © SOCAP International 2012. Follow the 2012 Symposium on Twitter! #SYMP12