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

1. Making the Business
Case for Social Customer
Care
Blake Landau, Social Media Program
Manager, Intel Customer Support
@IntelSupport
@BlakeLandau

2. Intel’s Global Social Media Presence
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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. Support link
moved to
prominant
position

4. Support makes
majority of
Intel.com
Community
visits

5. What Intel Social Support Does Today:
• Manage the Intel support
communities driving 90% of the
traffic of all Intel communities
• Twitter support

6. Future of Intel Customer Support:
• Gamification and thought
leadership programs
• Working Facebook support into our
strategy

9. Why are we here?
Digital Support

10. • 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

11. You are here to bring your company into the
future.
In other words: make change.
Digital Support

12. The many hats of the change agent:
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Detective
Lawyer
Motivator
Coach
Guardian
Storyteller
50 blind dates participant

13. 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

14. How do I identify and communicate the ROI?
Digital Support

15. The Executive’s Mind Frame:
• Save me money?
• Save me time?
• Make me money?
• Make my job easier?
Digital Support

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

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

18. 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

19. Communicating the ROI of social
support
• Make it relatable
• Tell stories
• Don’t come from a place of fear
Digital Support

20. Building your ROI story continued
• Be patient
• Engage the believers
• Don’t try to hammer a square peg into a
round hole
Digital Support

21. 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

22. Embrace a new support mantra:
“support IS marketing.”
Digital Support

23. Always be selling listening
Digital Support

24. How to make decision makers care?
Digital Support

25. 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

26. 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

27. Show me it works.

28. The role of Support:
• Solve customer problems on social channels effectively
• Create a scalable process
• Illustrate the successes to management

29. Become successful by making others
successful.
Digital Support

30. Getting key internal influencers to care
Digital Support

31. 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

32. Building advocacy is a marathon not a sprint
Digital Support

33. 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

34. What resources do I have to develop an
implementation plan?
Digital Support

35. Questions before you start
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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

36. Are other channels slowing down in popularity?
Can you take resources from them to grow your
social footprint?
Digital Support

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

38. 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

39. What you will need to scale the
program:
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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

40. In conclusion
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You will make mistakes
Learn from them, quickly
Don’t dwell on negativity
Find your support
Celebrate successes
Digital Support

41. Questions?
Blake.M.Landau@intel.com
Digital Support