Making the Business
Case for Social Customer
Care
Blake Landau, Social Media Program
Manager, Intel Customer Support

@Int...
Intel’s Global Social Media Presence
•
•
•
•
•
•
•
•

FB 35m likes
Twitter followers 2.5m+
YouTube 66K subscribers
Google+...
Support link
moved to
prominant
position
Support makes
majority of
Intel.com
Community
visits
What Intel Social Support Does Today:
• Manage the Intel support
communities driving 90% of the
traffic of all Intel commu...
Future of Intel Customer Support:
• Gamification and thought
leadership programs
• Working Facebook support into our
strat...
Why are we here?

Digital Support
• The customer is now in control of the
conversation
• Social media is not just another channel
• There’s no universal han...
You are here to bring your company into the
future.
In other words: make change.

Digital Support
The many hats of the change agent:
•
•
•
•
•
•
•

Detective
Lawyer
Motivator
Coach
Guardian
Storyteller
50 blind dates par...
Today’s Agenda
• How do I identify and communicate the ROI?
• What do your company’s decision-makers care
about?
• How do ...
How do I identify and communicate the ROI?

Digital Support
The Executive’s Mind Frame:
• Save me money?
• Save me time?
• Make me money?

• Make my job easier?

Digital Support
Social media provides a way for serious
business to get done. Do your colleagues
agree?

Digital Support
Prove it will work.
Every day look for case studies of companies
that are doing it WELL.

Digital Support
Determining value through deflection
Do you know the cost of a call to your call
center? The cost of an email response? A ...
Communicating the ROI of social
support
• Make it relatable
• Tell stories
• Don’t come from a place of fear

Digital Supp...
Building your ROI story continued
• Be patient
• Engage the believers
• Don’t try to hammer a square peg into a
round hole...
Use the Tools!
• Invite your advocates into a group on your
collaboration tool
• Post relevant industry news
• Share any a...
Embrace a new support mantra:
“support IS marketing.”

Digital Support
Always be selling listening

Digital Support
How to make decision makers care?

Digital Support
Motivation:
• Listen to management concerns and interests
• Understand what keeps your stakeholders up
at night
• How can ...
Over-prepare
• Always be a step ahead
• Create possible workflows and processes
before they are requested
• Consider all p...
Show me it works.
The role of Support:
• Solve customer problems on social channels effectively
• Create a scalable process
• Illustrate the...
Become successful by making others
successful.

Digital Support
Getting key internal influencers to care

Digital Support
The Hustle
• Ask for meetings with internal influencers
• Secure face to face meetings whenever
possible
• Get referrals t...
Building advocacy is a marathon not a sprint

Digital Support
Internal influencer engagement
• Teach influencers who want to learn more
• Don’t knock down the door of influencers who
a...
What resources do I have to develop an
implementation plan?

Digital Support
Questions before you start
•
•
•
•

Do you have a budget?
Do you have access to tools?
Do you have people resources?
Do yo...
Are other channels slowing down in popularity?
Can you take resources from them to grow your
social footprint?

Digital Su...
Train motivated, knowledgeable agents with
strong communication skills on social.

Digital Support
Hiring Community
Managers?

• Don’t assume you need to hire recent college
graduates.
• Find candidates who know their way...
What you will need to scale the
program:
•
•
•
•
•
•
•

Listening tool
Social media playbook
Response grids
Proactive cont...
In conclusion
•
•
•
•
•

You will make mistakes
Learn from them, quickly
Don’t dwell on negativity
Find your support
Celeb...
Questions?
Blake.M.Landau@intel.com

Digital Support
Making the Business Case for Social Customer Care
Making the Business Case for Social Customer Care
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Making the Business Case for Social Customer Care

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Making the Business Case for Social Customer Care

• Identifying and communicating the ROI
• Understanding what your company’s decision-makers care about
to develop a persuasive case
• Getting key internal influencers to believe in the social customer
care program
• Developing a clear understanding of what resources you have and
what resources you will need to develop an implementation plan

Blake Landau
Social Media Program Manager, Digital Support

Published in: Social Media, Business, Technology
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Making the Business Case for Social Customer Care

  1. 1. Making the Business Case for Social Customer Care Blake Landau, Social Media Program Manager, Intel Customer Support @IntelSupport @BlakeLandau
  2. 2. Intel’s Global Social Media Presence • • • • • • • • FB 35m likes Twitter followers 2.5m+ YouTube 66K subscribers Google+ 500k followers Sina Webo 900k followers Instagram 5k fans Pinterest 7k followers Support Community visits ~12m in 2013
  3. 3. Support link moved to prominant position
  4. 4. Support makes majority of Intel.com Community visits
  5. 5. What Intel Social Support Does Today: • Manage the Intel support communities driving 90% of the traffic of all Intel communities • Twitter support
  6. 6. Future of Intel Customer Support: • Gamification and thought leadership programs • Working Facebook support into our strategy
  7. 7. Why are we here? Digital Support
  8. 8. • The customer is now in control of the conversation • Social media is not just another channel • There’s no universal handbook on becoming a social business
  9. 9. You are here to bring your company into the future. In other words: make change. Digital Support
  10. 10. The many hats of the change agent: • • • • • • • Detective Lawyer Motivator Coach Guardian Storyteller 50 blind dates participant
  11. 11. Today’s Agenda • How do I identify and communicate the ROI? • What do your company’s decision-makers care about? • How do I get key internal influencers to care? • What resources do I have and what resources will I need to develop an implementation plan? Digital Support
  12. 12. How do I identify and communicate the ROI? Digital Support
  13. 13. The Executive’s Mind Frame: • Save me money? • Save me time? • Make me money? • Make my job easier? Digital Support
  14. 14. Social media provides a way for serious business to get done. Do your colleagues agree? Digital Support
  15. 15. Prove it will work. Every day look for case studies of companies that are doing it WELL. Digital Support
  16. 16. Determining value through deflection Do you know the cost of a call to your call center? The cost of an email response? A chat response? Digital Support
  17. 17. Communicating the ROI of social support • Make it relatable • Tell stories • Don’t come from a place of fear Digital Support
  18. 18. Building your ROI story continued • Be patient • Engage the believers • Don’t try to hammer a square peg into a round hole Digital Support
  19. 19. Use the Tools! • Invite your advocates into a group on your collaboration tool • Post relevant industry news • Share any and all positive customer interactions from social media with leadership
  20. 20. Embrace a new support mantra: “support IS marketing.” Digital Support
  21. 21. Always be selling listening Digital Support
  22. 22. How to make decision makers care? Digital Support
  23. 23. Motivation: • Listen to management concerns and interests • Understand what keeps your stakeholders up at night • How can social media alleviate their pain points? Digital Support
  24. 24. Over-prepare • Always be a step ahead • Create possible workflows and processes before they are requested • Consider all possible avenues • Scalability and resourcing will be very important in your roadmap Digital Support
  25. 25. Show me it works.
  26. 26. The role of Support: • Solve customer problems on social channels effectively • Create a scalable process • Illustrate the successes to management
  27. 27. Become successful by making others successful. Digital Support
  28. 28. Getting key internal influencers to care Digital Support
  29. 29. The Hustle • Ask for meetings with internal influencers • Secure face to face meetings whenever possible • Get referrals to other people who have done change agent programs within your company Digital Support
  30. 30. Building advocacy is a marathon not a sprint Digital Support
  31. 31. Internal influencer engagement • Teach influencers who want to learn more • Don’t knock down the door of influencers who aren’t interested in your program • Earn attention through good work Digital Support
  32. 32. What resources do I have to develop an implementation plan? Digital Support
  33. 33. Questions before you start • • • • Do you have a budget? Do you have access to tools? Do you have people resources? Do you have your framework, guidelines and work flows created? Digital Support
  34. 34. Are other channels slowing down in popularity? Can you take resources from them to grow your social footprint? Digital Support
  35. 35. Train motivated, knowledgeable agents with strong communication skills on social. Digital Support
  36. 36. Hiring Community Managers? • Don’t assume you need to hire recent college graduates. • Find candidates who know their way around the company and its products. Digital Support
  37. 37. What you will need to scale the program: • • • • • • • Listening tool Social media playbook Response grids Proactive content SMEs who can help Support from marketing and IT Advocacy of employees across your company Digital Support
  38. 38. In conclusion • • • • • You will make mistakes Learn from them, quickly Don’t dwell on negativity Find your support Celebrate successes Digital Support
  39. 39. Questions? Blake.M.Landau@intel.com Digital Support

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