Becoming a Social Business | PACE 2014

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This session is for business leadership who need to shift social media from just a function to a business-wide strategy.

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  • Social media is not a check box, social media is not a permit, most of the times companies will launch social media and think they have it covered
    What customers say on line does not always equal what the call center hears
    Just because you have a FB page does not make you social
  • Using this strategy you are becoming a social business
    Acquisition and Retention – and lots of data
  • Who knows what this is?
    This is the nokia lumia, the fastest selling phone on the market now and it has an awesome camera.
    It has 41 megapixel camera
    It has blazing fast internet
    Twitter and Facebook are built in
    And it even makes telephone calls
  • The way people communicate has changed & businesses need help to keep up
    What if you could speak to competitor’s customers after their bad experience?
    What do your customers do more than anything? Tell us what we are not doing!!
    Regardless of where you are in the world, people share anything about your business that they want, and there isn’t anything you can do.
    PAUSE -
    Your customers are connected & they research buying decisions online.
  • Engaging Customers through the customer life cycle is the key
    Everybody wants to engage in the sales process – that’s the push down approach
    If you only engage in the sales side of Social you lose 50% of the opportunities
    Customer Care Through Social is Marketing
  • Reaching the person at their point of interest in their Preferred channel is what great social companies do.
    Reaching customers and prospects in their communication method, not the company's is the best demonstrated practice.
    Imagine this – a person reached out to you on social and you send them to another channel, (like phone)
    They call this number and they get a recording they are 20th in queue or 1 hour or better yet –
    leave you number we will call you back when we thinks its important to call you back
  • Net promoter is a internal survey to understand if your customers would refer you to there friends, in social we can listen for these referrals
  • Tell the story about the 1 star rating on FB pages
  • Out of 50 examined social media crisis between Jan 2001 and Aug 2011, the top reason was exposing customers to a poor experience.
  • Social media is a public conversation and the agents need to be able to effectively communication in short phrases.
    Although template responses can be used, every interaction will be different and the agent needs assess the situation and respond appropriately in 1 to 5minutes or less.
    Its 144 characters
    We start training with reputation management allowing agents to respond to posted remarks or ratings of a company’s brand, products or services. Responses in review sites can be a standard issue and are more like sending an email than a live twitter conversation.
  • Voice is a one to one channel. Only the rep and customer are involved in the sale or support. Where as social media requires the agent to publish their response publicly and any twitter follower or Facebook visitor can see the response. This can work in the businesses favor but can be very risky if agents are not properly trained appropriately.
    Talk about bad experiences here
  • Cannot automate Escalation
    Escalation in call centers happens all the time and we escalate to a floor sup
    Not the same in Social
    Talk about example of THEFT in telco
  • Bottom line –
    Timely
    Relevant
    Personable
  • Typical cost per acquisition is nearly 50% lower than advertising.
    And customer service professionals are traditionally cheaper than an outsourced marketing agency.
  • Becoming a Social Business | PACE 2014

    1. 1. Becoming a Social Business SOCIAL STRATEGY1 | PRESENTATION
    2. 2. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Social media as a function Social Media
    3. 3. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Social media as a strategy
    4. 4. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Social Media Leadership • What executives need to know about social • Outline best practices for success
    5. 5. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS
    6. 6. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS
    7. 7. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Future of communication The way people communicate has shifted to the web • More than 2 billion people are using social media across more than 100 social media channels • More than 85% of online purchases are driven by online ratings and reviews • There are more than 175 million Internet enabled smartphones in the US alone • More than 30% of Americans have dropped their landline service in favor of a smart phone
    8. 8. What if you could record customer life events?
    9. 9. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Moving to a new city
    10. 10. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Starting a new job
    11. 11. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Getting married
    12. 12. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Having a new baby
    13. 13. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Ready for a change
    14. 14. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Social listening data • Identifies customers at a point of need • Net Promoter without the survey • Measure actual referrals, public sentiment and your brand reputation
    15. 15. Social in the contact center
    16. 16. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Social in the contact center • Save money • Prevent Crisis • Improve brand perception • Create a new channel for outbound
    17. 17. Save money
    18. 18. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Social is cost effective
    19. 19. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Answer in the same channel
    20. 20. Prevent Crisis
    21. 21. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Complaints can go viral
    22. 22. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Real agents are the best defense
    23. 23. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Staff when customers are online
    24. 24. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS 4,000 tweets every second
    25. 25. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Social agents are different Social agents require different skills • Excellent written communications • Aptitude for marketing • Understanding of the media (Facebook vs. Twitter)
    26. 26. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS One to One vs. One to Many Voice one to one channel Social Media one to many channel
    27. 27. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Escalation process
    28. 28. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS If a crisis happens • React quickly • Senior level response • Agents engage one on one • Address each mention
    29. 29. Improve brand perception
    30. 30. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Delight customers publicly
    31. 31. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS A new sales channel
    32. 32. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Customer success Help customers make the switch when they are dissatisfied with their current providers for a reduced CPA
    33. 33. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Key takeaways • Voice of the customer is often much different online than in the call center. • Just because you have a Facebook page doesn’t make you a social business. • Social is a interactive channel. You must plan a broad strategy for both inbound and outbound communication. • Social media agents and call center agents have different skills. Agents must understand social is a one to many channel.
    34. 34. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Call center consultation For your free social media consultation, please visit our booth or request a demo online. Socialstrategy1.com/social-media-consulting-for-call-centers/ Learn more
    35. 35. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Thank You Jim Iyoob SVP Corp Dev, ILD Corp. jimi@ildmail.com @jiyoob Mike Lewis CEO, Chairman, ILD Corp. Mike.Lewis@ildmail.com @Michael_F_Lewis
    36. 36. SOCIAL STRATEGY1 | STRATUS CONTACT SOLUTIONS Q&A
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