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Ask the Experts  How to Harness In-House Expertise for Greater Customer EngagementCopyright Dimelo SA                     ...
Your expert today                 Stephane LEE                 Dimelo CEO                 in charge of G&A and Product    ...
Agenda    «Ask the expert» Q&As real world examples    Interactive session    • What is your usecase    Questions for you ...
Ask The Experts showcaseCopyright Dimelo SA    http://www.dimelo.com
Copyright Dimelo SA   http://www.dimelo.com
Copyright Dimelo SA   http://www.dimelo.com
Copyright Dimelo SA   http://www.dimelo.com
Copyright Dimelo SA   http://www.dimelo.com
Copyright Dimelo SA   http://www.dimelo.com
Copyright Dimelo SA   http://www.dimelo.com
Copyright Dimelo SA   http://www.dimelo.com
Copyright Dimelo SA   http://www.dimelo.com
Copyright Dimelo SA   http://www.dimelo.com
Use Cases summary    Product Launch    Loyalty: Privileged relationships for loyal customers    Seizing interest space (an...
Interactive session :  What is your usecase ?  How would you use «Ask the Expert»  Q&As in your company ?Copyright Dimelo ...
Your usecase    Why would i do that ?    On which social media shall I create the operation ?    Where do I find my expert...
Why would a brand do that ?Copyright Dimelo SA      http://www.dimelo.com
Why would I do that ?    Take a share of conversation SPACE by creating content and relevant    INFORMATION    • Informati...
On which social media shall I  create the operation ?Copyright Dimelo SA        http://www.dimelo.com
Points of presence    Website    Mobile App or Site    Facebook Page    Twitter Account    Youtube channel    3rd party Fo...
Where do I find my experts ?Copyright Dimelo SA      http://www.dimelo.com
Type of experts    In-house experts    • Identify experts    • Identify social media savvy employees    • Volunteers    Co...
Copyright Dimelo SA   http://www.dimelo.com
Copyright Dimelo SA   http://www.dimelo.com
Meet the WoobeesCopyright Dimelo SA   http://www.dimelo.com
Experts                         + Community                      + Customer ServiceCopyright Dimelo SA        http://www.d...
What shall I ask them ?Copyright Dimelo SA         http://www.dimelo.com
Checklist    Sign the participation charter    Give us a nice picture of you and the right to use it    Produce a short bi...
How do I incentivize my experts ?Copyright Dimelo SA       http://www.dimelo.com
Incentives    Most experts will just enjoy the conversation    • the customer comes to their desk    • they can understand...
How will I manage the question  flow ?Copyright Dimelo SA       http://www.dimelo.com
Workflow    The manual way    • The community manager (CM) dispatches questions to experts (emails)    • Experts answer hi...
Copyright Dimelo SA   http://www.dimelo.com
What are the KPIs ?Copyright Dimelo SA     http://www.dimelo.com
Returns    Brand seen as being helpful, approachable, providing privileged conversations    • Presales : brand preference ...
Who can help me build and run  the operation ?Copyright Dimelo SA      http://www.dimelo.com
Partners    Your social media agency    • Very good in design and campaign communication    • Struggling on the technical ...
More questions ?Copyright Dimelo SA   http://www.dimelo.com
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Ask the Experts

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How to leverage in house expertise on social media ?

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Transcript of "Ask the Experts"

  1. 1. Ask the Experts How to Harness In-House Expertise for Greater Customer EngagementCopyright Dimelo SA http://www.dimelo.com
  2. 2. Your expert today Stephane LEE Dimelo CEO in charge of G&A and Product Computer Science Engineer, Master in International Marketing Real life : 45 years old Blogs : 8 years old Linkedin : 8 years old Xing : 7 years old Facebook : 5 years old Twitter : 4 years old Google+ : 1 year old Pinterest : 3 months old s.lee@dimelo.com @stephaneleeliveCopyright Dimelo SA http://www.dimelo.com
  3. 3. Agenda «Ask the expert» Q&As real world examples Interactive session • What is your usecase Questions for you : • On which social media shall I create the operation ? • Where do I find my experts ? • What shall I ask them ? • How do I incentivize my experts ? • How will I manage the question flow ? • What are the KPIs ? • Who can help me build and run the campaign ? Wrap upCopyright Dimelo SA http://www.dimelo.com
  4. 4. Ask The Experts showcaseCopyright Dimelo SA http://www.dimelo.com
  5. 5. Copyright Dimelo SA http://www.dimelo.com
  6. 6. Copyright Dimelo SA http://www.dimelo.com
  7. 7. Copyright Dimelo SA http://www.dimelo.com
  8. 8. Copyright Dimelo SA http://www.dimelo.com
  9. 9. Copyright Dimelo SA http://www.dimelo.com
  10. 10. Copyright Dimelo SA http://www.dimelo.com
  11. 11. Copyright Dimelo SA http://www.dimelo.com
  12. 12. Copyright Dimelo SA http://www.dimelo.com
  13. 13. Copyright Dimelo SA http://www.dimelo.com
  14. 14. Use Cases summary Product Launch Loyalty: Privileged relationships for loyal customers Seizing interest space (and Google ranks) Educate customers on a complex offer Create more proximity, intimacy Pre-sales situations • improve trust • justify pricingCopyright Dimelo SA http://www.dimelo.com
  15. 15. Interactive session : What is your usecase ? How would you use «Ask the Expert» Q&As in your company ?Copyright Dimelo SA http://www.dimelo.com
  16. 16. Your usecase Why would i do that ? On which social media shall I create the operation ? Where do I find my experts ? What shall I ask them ? How do I incentivize my experts ? How will I manage the question flow ? What are the KPIs ? Who can help me build and run the campaign ?Copyright Dimelo SA http://www.dimelo.com
  17. 17. Why would a brand do that ?Copyright Dimelo SA http://www.dimelo.com
  18. 18. Why would I do that ? Take a share of conversation SPACE by creating content and relevant INFORMATION • Information is the lifeblood of Internet, my customers want it, Google likes it ENGAGE my customers or prospects in a dialog • Customers asking questions show a real interest in my company offering • Personalized answers create emotional link HUMANIZE my brand • Yes, real people work daily for my customers. They need to know. BALANCE my social media initiatives • Entertainment, media, fans VS qualified people, real questions Get valuable customer INSIGHTS • Questions hint at true intentsCopyright Dimelo SA http://www.dimelo.com
  19. 19. On which social media shall I create the operation ?Copyright Dimelo SA http://www.dimelo.com
  20. 20. Points of presence Website Mobile App or Site Facebook Page Twitter Account Youtube channel 3rd party Forums Mutualize as much as possible ! • One user community • One knowledge baseCopyright Dimelo SA http://www.dimelo.com
  21. 21. Where do I find my experts ?Copyright Dimelo SA http://www.dimelo.com
  22. 22. Type of experts In-house experts • Identify experts • Identify social media savvy employees • Volunteers Community experts • Superfans, influencers • Find them on Facebook, Twitter, Forums,... Market or Industry gurus • Hire guest stars For retailers: invite brands delegates Experts should be on par, the panel shoud be consistent • don’t mix your CEO with the latest hiredCopyright Dimelo SA http://www.dimelo.com
  23. 23. Copyright Dimelo SA http://www.dimelo.com
  24. 24. Copyright Dimelo SA http://www.dimelo.com
  25. 25. Meet the WoobeesCopyright Dimelo SA http://www.dimelo.com
  26. 26. Experts + Community + Customer ServiceCopyright Dimelo SA http://www.dimelo.com
  27. 27. What shall I ask them ?Copyright Dimelo SA http://www.dimelo.com
  28. 28. Checklist Sign the participation charter Give us a nice picture of you and the right to use it Produce a short bio and answer a few questions Explain that they will be public figures, their name and picture will end up in Google Express your expectations Warn HR and managers Organize a kick-off meetingCopyright Dimelo SA http://www.dimelo.com
  29. 29. How do I incentivize my experts ?Copyright Dimelo SA http://www.dimelo.com
  30. 30. Incentives Most experts will just enjoy the conversation • the customer comes to their desk • they can understand the consequences of what they are working on • they can grab valuable customer insights You can give them points and rewards Displaying their engagement in public is a good way to avoid laggardsCopyright Dimelo SA http://www.dimelo.com
  31. 31. How will I manage the question flow ?Copyright Dimelo SA http://www.dimelo.com
  32. 32. Workflow The manual way • The community manager (CM) dispatches questions to experts (emails) • Experts answer his emails • CM copy/paste/edit answers and publish them on the site Social Media Contact Center • Give experts a professional tool to answer questions • Automatic classification and notification Better to separate experts from categories • users ask questions in a category, and several experts can answer in this category • on the UI, users still have the impression that they are asking their question directly to the expertCopyright Dimelo SA http://www.dimelo.com
  33. 33. Copyright Dimelo SA http://www.dimelo.com
  34. 34. What are the KPIs ?Copyright Dimelo SA http://www.dimelo.com
  35. 35. Returns Brand seen as being helpful, approachable, providing privileged conversations • Presales : brand preference • Loyalty : brand intimacy Collect qualified contact emails for direct marketing Search Engine Marketing (earned media) • Traffic generation • Keywords used to capture traffic Measure customer engagement rate • Number of questions, comments, votes Call deflection • number of questions answered, viewed Customer insights • discover question trends and categories Start building your own communityCopyright Dimelo SA http://www.dimelo.com
  36. 36. Who can help me build and run the operation ?Copyright Dimelo SA http://www.dimelo.com
  37. 37. Partners Your social media agency • Very good in design and campaign communication • Struggling on the technical side A SocialCRM software company like Dimelo • Not so bad in design and overall campaign management • Quick set-up, flexible ramp-up • Strong response processing and workflow Both • To get the best of both worlds Don’t forget internal partners : champion, HR and managersCopyright Dimelo SA http://www.dimelo.com
  38. 38. More questions ?Copyright Dimelo SA http://www.dimelo.com
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