Effectively Leveraging Social Media as a Support Channel
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Presentation done by John Ragsdale at the meetup for Bay Area Executives:...

Presentation done by John Ragsdale at the meetup for Bay Area Executives:
http://www.meetup.com/BayAreaExecutives/

Social media are fast-tracking to becoming important channels for customer support. In fact, our data shows that 57% of technology companies have a customer discussion forum, and 36% already embrace Twitter as a method for starting conversations with customers. Join us for an interactive lunch presentation to hear John Ragsdale, VP of technology research at Technology Services Industry Association (TSIA), share the advantages and risks of embracing social media for support, as well as data from TSIA’s social media survey.

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Effectively Leveraging Social Media as a Support Channel Presentation Transcript

  • 1. Effectively Leveraging Social Media as a Support Channel John Ragsdale Vice President of Technology Research
  • 2. Since 1975 Since 1989 Since 2005 2
  • 3. TSIA Member Profiles 320+ Corporate members across all areas of enterprise and consumer technology Company Revenue Geography 15% 10% 8% 10% 13% 20% 52% 6% 30% 7% 30% <$25M $25-$100M Global (NA, EMEA, APAC) $100-$500M $500M-$1B NA Only $1-5B $5-10B EMEA Only >$10B APAC Only
  • 4. Social Support Defined  Service and support offerings in which voluntary customer actions meaningfully change the customer experience, for those and other customers–either in support, or indirectly in the rest of the whole product.  The range of applications for social support includes:  Peer support (forums, third-party blogs)  Customer-generated content (visible feedback, customer edited docs / KB)  Ratings and reputation (for people and content)  Social networks as a channel (e.g., updates via Twitter, company blogs)  Voice of the Customer (ideation, product ratings, “CGM” analysis) Proposed Definition from David Kay, DB Kay & Associates
  • 5. Social Network Adoption Precedes Best Practices Do you offer a discussion • Everyone asks: forum for customers? – How do you attract customers? – How do you encourage peer- 2007 36% to-peer support? – What moderation resources are required? 2008 49% – How can we search forum and KB content? – What emerging channels should be leveraged? 2009 57% – How do you calculate ROI? – What vendors are most commonly used? 0% 20% 40% 60% Source: TSIA Member Technology Survey
  • 6. Social Media for Support: Blessing or a Curse? • Positive • Negative – Great opportunity to – Trendy channels come dazzle customers and go – High visibility can lead – High visibility can lead to positive media to embarrassment attention – Emerging channels do – Embracing customer not always lend channels of choice themselves to tech – Boosts company’s support “cool” factor – Most volatile customers
  • 7. How long has your company been using social media? 2-3 years+ 26% 1-2 years 22% < 1 year 29% Don't use 21% 0% 5% 10% 15% 20% 25% 30% 35% Source: TSIA 2009 Social Media Survey
  • 8. Top Installed Customer Community Platforms Home Grown 37% Lithium 20% Other 17% Jive 6% Consona CRM 4% Small World Labs 3% Leverage Software 2% Drupal 2% Parature 2% Telligent 1% Joomla 1% phpBB 1% InQuira 1% RightNow 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: TSIA Member Technology Survey
  • 9. TSIA Member “Pacesetter” Examples • Cisco Consumer • HP Consumer Forums Community – Over 2 million customers – Over 200k registered users, visit each month significant increases month – 140,000+ registered over month members – 10-15M page views monthly – 20 million page views per – 1M+ user sessions covering month all Cisco Consumer products – 33 Super Users worldwide, – Currently serving 500,000+ so far contributing 24,000+ “Accepted Solutions” and posts, averaging 25 hours climbing a week in the Forum – Global communities supporting 6 international languages
  • 10. What Department Is Primarily Responsible for Social Media? 50% 44% 45% 40% 35% 30% 25% 20% 14% 15% 9% 8% 8% 8% 10% 5% 4% 5% 0% Source: TSIA 2009 Social Media Survey
  • 11. Staffing for Social Media • Challenges for social FTEs dedicated to media staffing: social service – What is the role of forum 2% 6% 7% 19% moderator and how many do I need? – Should we use customer or employee moderators? 21% – Should employee moderators pretend to be 45% customers? – What skills or profiles are As needed 0 required for successful 1-3 4-6 moderators? 7-9 10+ Source: TSIA 2009 Social Media Survey 11
  • 12. Online Tools Used to Provide Service Or Support to Customers Forums 72% Blogs 54% Listservs 49% RSS feeds 46% Video (YouTube) 44% Microblog (Twitter) 36% Wiki (Wikipedia) 35% Social networks (Facebook) 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: TSIA 2009 Social Media Survey
  • 13. Supporting Social Media Channels: Go Where Your Customers Are LinkedIn Facebook 2009 Member 38% Distribution by Age 40% 27% 31% 20% 55+ 194% 1% 3% 2% 0% 276% 35-54 17% 0-12 13-17 18-34 35-49 50+ 25-34 102% 27% Twitter 21% 18-24 41% 60% 45% 40% 24% Under 17 30% 13% 14% 13% 20% 4% 0% 0% 100% 200% 300% 0-12 13-17 18-34 35-49 50+ Growth Rate % of Users
  • 14. Collaborative Content Development • Content creation has become more transparent SSPA Members Offering • New challenges for KM Customer Wiki processes 35% 32% – Customers as authors 30% 25% – Customers as editors 25% – Audit trails and security 20% concerns 15% • 27% of members 10% reported plans to invest in wikis in 2010-11 5% 0% 2008 2009
  • 15. The ROI Challenge Are you receiving ROI • Barriers to accurate ROI for your social service tracking: investments? – Few companies have 4% 13% enough cross-channel data 45% 12% to identify traffic fluctuations 3% – 35% of members using home-grown forum solution 23% with limited reporting Full ROI received capabilities Some ROI received – How to measure number of No measurable ROI resolutions Don't expect ROI – Soft metrics critical, but Unable to measure ROI hard to quantify Don't know Source: TSIA 2009 Social Media Survey
  • 16. Most Likely Barriers for Broad Adoption of Social Media Unable to measure ROI 16% Low priority project 13% Security/legal concerns 12% More 'personal' than 'business' 11% Insufficient internal resources 10% Internal resistance to change 8% No perceived benefits 7% No customer demand 7% No exec sponsorship 5% Brand risk/reputation 4% Negative impact on productivity 3% 0% 5% 10% 15% 20% Source: TSIA 2009 Social Media Survey
  • 17. Social Media Efforts Lacking Discipline, Process • Only 17% of members have integrated social media channels into the corporate website • Only 8% of members have integrated the new channels into their CRM/incident management system • Only 8% of members include social media channels in performance dashboards • Only 3% of members address social media channels in SLAs
  • 18. How important is it to combine social and enterprise content together in a centralized repository? Not At All Not Important Important 10% 4% Extremely Important 31% Neutral 24% Important 31% Source: TSIA 2009 Social Media Survey
  • 19. Typical Knowledge Ecosystem Product Diagnostic Customer Training Community Web Information Information Information Information Information Information Account Product Product Knowledge- Peer to Peer Third Party Information Training Manuals base Support KBs (CRM) Modules Forum Installation Incident Integration External Bug Database Questions/ Guides History /SDKs Forums Answers Release Product Warranties/ Video Expert Blog Industry Blogs Notes Diagnostics SLAs Tutorials Posts Tech Sites, Upgrade Customer Log Multi-channel Administrator Developer Online Procedures Files history Guides Access Research
  • 20. Three Search Markets Converge to Create Intelligent Search KB-Centric Search Concept based, finds one right answer Intelligent Search Enterprise Social Search Search Factors in user ratings, links and Search data in any page views format, structured or unstructured
  • 21. From Popular to Effective: Mining Forum Content • Emerging “social search” platforms enable: – Dynamic, personalized FAQ lists – Dynamic recommended links on content – Pre-filtered search results based on social elements – Customer “folksonomies” eliminate manual tagging
  • 22. 120 Percent of Customer Issues by Channel 100 80 Social Media Community 60 Self-Service Web Chat 40 Email Phone 20 0 2007 2008 2009 2010 2011 Source: TSIA Benchmark and TSIA Social Media Survey data
  • 23. Merging of Social Service and Self- Service • Intelligent search is bridging the gap between knowledgebase and community content • Social search is leveraging “voice of the customer” across communities, social media channels and self-service • Call deflection is key metric, all unassisted channels counted
  • 24. 120 Percent of Customer Issues by Channel 100 80 Self and Social Service Social Media Community Merging 60 Self-Service Web Chat 40 Email Phone 20 0 2007 2008 2009 2010 2011 Source: TSIA Benchmark and TSIA Social Media Survey data
  • 25. TSIA Recommends: Start With Basic Support Processes • Monitor – Create notification rules for conversations about your company and products • Engage – Encourage customers to move conversation to an auditable channel • Record – Capture interaction so it remains part of customer history • Share – Close out the loop in the social media channel with results
  • 26. Looking Ahead….  Social media will continue to add channels and content  Be cautious of over investing in trendy channels  Increased mobility in both B2B and B2C drives expectations and lowers patience