Social Media Engagement : Acquire to InspirePaul Cole, VP BPO, CustomerOperations ManagementRohit Kapoor, Sr. Director & P...
Trust & Transparency – The New LandscapeThe seeds of success in this new connected business world are deeply rooted in the...
Shift Right              Social Media Impact on the 4 P’s                                                                B...
Market MaturityEarly Adopterslike –Starbucks,Comcast, BestBuy, Dellamong others.MostCompanies atLevel 1-2          Source:...
Social Media – The Business Case Beyond Listening & MonitoringCustomers who engage with companies oversocial media are mor...
New-Old Frontiers                                            Convert Neutral                                Attract &   pe...
The New MetricsKey Social Media Indicators       Range Observed                       AverageSentiment     Positive       ...
Key Steps to Engaging                   Ready – Fire – Aim       Strategy                   Etiquette – Degree of Speciali...
Develop – Response Model                          BPO | Social Media Management           © Copyright Capgemini 2011 All R...
Financial services – Under Banked Cards, Q, X, Y & Z Objective • Are there any conversations about our products in Social ...
Social Media Respond                                                High Level Process                                    ...
Data and Noise Overload          Introducing new Elements to the Mixture of Customer Communication     "I had purchased a ...
Capture & Filter out the Noise                    With a “tools only” approach, volume averaged at 284 daily posts, but af...
Create Social Identity by Product  Establish social media identities for each individual product  This is key to the succe...
Decision Tree                                                                                   57 Types of              ...
Convert Data Overload to Actionable Insights                                                                              ...
Social 911     Severity 1 workflow                                             The comment is picked up by the            ...
Outcomes  • There are a significant number of conversations taking place,    growing at a rapid 22% month over month.  • 7...
Capgemini’s Social Media Management Services                                                People                        ...
Rohit Kapoor                          Joy Seletsky+1.512.586.5093                       +1.917.213.2025rohit.kapoor@capgem...
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Capgemini Social Media Management Presentation

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  • @Rohit @Joy, nice detail here, thanks for sharing. A couple questions. On Slide 14, shouldn't you change the logos within the bubbles? That would reinforce the idea that the cards are different. On Slide 15, your tree suggests not engaging on positive mentions. On client work, I have found engagement with the most passionate high-impact people, as defined in the social business strategy, pays dividends, and *positive* mentions are fantastic. Ask people questions about their positive comment, ask for ideas, etc. That reinforces the behavior, and happy people have great ideas, too! ;^)
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Capgemini Social Media Management Presentation

  1. 1. Social Media Engagement : Acquire to InspirePaul Cole, VP BPO, CustomerOperations ManagementRohit Kapoor, Sr. Director & Principalof SMM of BPO #AttensityWebinar
  2. 2. Trust & Transparency – The New LandscapeThe seeds of success in this new connected business world are deeply rooted in the customers’demand for companies to live by two fundamental values: Transparency and Trust. What is Transparency? Brands must react, engage and build trust by interacting with their social communities - this means exposing your brand, the good, the bad and even the ugly. (Elyssa Vreeland, Social Media Marketing)If you make customers unhappy in the physical world, they might each tell 6 friends. If youmake customers unhappy on the Internet, they can each tell 6,000 friends. -Jeff Bezos, CEO atamazon.com BPO | Social Media Management © Copyright Capgemini 2011 All Rights Reserved 2
  3. 3. Shift Right Social Media Impact on the 4 P’s BPO | Social Media Management © Copyright Capgemini 2011 All Rights Reserved 3
  4. 4. Market MaturityEarly Adopterslike –Starbucks,Comcast, BestBuy, Dellamong others.MostCompanies atLevel 1-2 Source: Cisco, The Social Customer BPO | Social Media Management © Copyright Capgemini 2011 All Rights Reserved 4
  5. 5. Social Media – The Business Case Beyond Listening & MonitoringCustomers who engage with companies oversocial media are more loyal and they spendmore.• They form a strong emotional bond with the company, 33% higher NPS. (Bain & Co. customer service report)• User generated comments and content drives other customer behavior and buying preferences. (IDC – Social Media Insights)• 71% of consumers will let a positive comment influence their buying decision. (Capgemini – Cars Online report) BPO | Social Media Management © Copyright Capgemini 2011 All Rights Reserved 5
  6. 6. New-Old Frontiers Convert Neutral Attract & perceptions into positive outcomes Acquire Excite & Develop Identify issues and Inspire Satisfy provide resolutionPromote Dialogue leveragebrand advocacy across thecommunity. Retain Proactive resolutions published Reward SM engagement BPO | Social Media Management © Copyright Capgemini 2011 All Rights Reserved 6
  7. 7. The New MetricsKey Social Media Indicators Range Observed AverageSentiment Positive 20%-60% 28% Negative 10%-30% 14% Neutral 20%-80% 35%Amplification Reach –Extended Audience 5k-200M 50k Impact – Audience Influenced 1k-200M 20k Klout – Measure of social capital BPO | Social Media Management November 2011 7 © Copyright Capgemini 2011 All Rights Reserved
  8. 8. Key Steps to Engaging Ready – Fire – Aim Strategy Etiquette – Degree of Specialization Legal/Compliance People Map Use Cases – Engagement workflow Process Multi Tool Platform – Integration Technology BPO | Social Media Management © Copyright Capgemini 2011 All Rights Reserved 8
  9. 9. Develop – Response Model BPO | Social Media Management © Copyright Capgemini 2011 All Rights Reserved 9
  10. 10. Financial services – Under Banked Cards, Q, X, Y & Z Objective • Are there any conversations about our products in Social Media? • What are these conversations about? • Who are the people talking about us? • What can we do to address them? BPO | Social Media Management November 2011 10 © Copyright Capgemini 2011 All Rights Reserved
  11. 11. Social Media Respond High Level Process 1. Collect Data/Conversations Twitter, 1 2. Filter out Noise Facebook, 3. Identify types of conversation Blogs, 4. Build scenario based response model YouTube, etc. 5. Implement model 6. Continuous improvement cycle for responses with SMEs. 2 3 4 5 Scenario-basedFilter out the Identify and Respond Priorities andNoise Classify to Response Conversations Customer Selection Client SME 6 BPO | Social Media Management November 2011 11 © Copyright Capgemini 2011 All Rights Reserved
  12. 12. Data and Noise Overload Introducing new Elements to the Mixture of Customer Communication "I had purchased a gift card and the recipient never received it" “It was an issue of Q, of the cartridge” “Unfortunately none of the cards that I shipped arrived on time.” "The kids tried to use their cards and had them rejected" “The X card customer service is so rude" Ore. wind farms seek end to springtime shutdowns: The wind companies want Bonneville to Z card “Just the best service at Card Q” Do we Z card and electricity? This is what I deal with daily! “Card Y doesnt provide shipping info online so theres no way to track it." BPO | Social Media Management November 2011 12 © Copyright Capgemini 2011 All Rights Reserved
  13. 13. Capture & Filter out the Noise With a “tools only” approach, volume averaged at 284 daily posts, but after our filtration process the average came down to 24 per day of highly relevant conversations. 16 Brand X Card 14 Brand X Card Number of posts 000s 12 10 8 6 4 2 0 02-Jun 04-Jun 06-Jun 08-Jun 10-Jun 12-Jun 14-Jun 15-May 17-May 19-May 21-May 23-May 25-May 27-May 29-May 31-May Do we X power and electricity? ~Sarah Hitchcock This is what I Never buy a visa giftcard from X they steal 6 dollars off your deal with daily! balance a month what a joke #unethical #stealing Ore. wind farms seek end to springtime shutdowns: The wind why cant X be used for legal online gambling? smh. misleading, companies want Bonneville to X power generators out... it does say it can be used online! http://bit.ly/kJmleW BPO | Social Media Management November 2011 13 © Copyright Capgemini 2011 All Rights Reserved
  14. 14. Create Social Identity by Product Establish social media identities for each individual product This is key to the success of the program as it allows the customer to create a personal relationship with the product , rather than the corporate brand. Brand Y Brand X Card Card Brand Q Brand Y Card Card BPO | Social Media Management November 2011 14 © Copyright Capgemini 2011 All Rights Reserved
  15. 15. Decision Tree  57 Types of conversations.  5 Levels of Decision Tree Posts  9 Types classified as Severity one. Who is posting? Current Customers What is their sentiment? Positive Neutral Negative Customer Customer Customer Products Products Products Service Service Service No Engagement SM Agent Engages Process Flow Required BPO | Social Media Management November 2011 15 © Copyright Capgemini 2011 All Rights Reserved
  16. 16. Convert Data Overload to Actionable Insights Negative Positive "I had purchased a gift card Customer Customer and the recipient never Products received it" “It was an issue of Q, of the Service Service cartridge” Acquired Product Delivery Provided Solution “Unfortunately none of the cards that I shipped arrived "I had purchased a gift “Unfortunately none of “Thanks, that fix worked, on time.” card and the recipient the cards that I shipped glad to refill my card" never received it" arrived on time.”"The kids tried to use their cards and had them rejected" Product Use Provided Solution Quality of Service “The X card customer "The kids tried to use "I have faxed a complaint “Just the best service at card service is so rude" their cards and had them and they never Q” Ore. wind farms seek end to rejected" responded" springtime shutdowns: The wind companies want Bonneville to Z card “ Quality of Service “Just the best service at card Q” "Their customer service isDo we Z card and electricity? so rude"~Sarah Hitchcock This is whatI deal with daily! “Card Y doesnt provide Channel Orientation shipping info online so theres no way to track it." “Card Y doesnt provide shipping info online so theres no way to track it." BPO | Social Media Management November 2011 16 © Copyright Capgemini 2011 All Rights Reserved
  17. 17. Social 911 Severity 1 workflow The comment is picked up by the SM Command Center based on CC Informs quality of predefined search criteria the issue as part of its*Paul from daily update and addsCleveland, Brand to its weekly/monthlyQ customer – “Q analysis.charge carddeclined, this isdisastrous…. Needto buy the gifttoday” Social Media Advocate Command Center researches CRM for follows up with Paul to Customer information. ensure satisfaction. CC picks up the phone and calls for Responds to Tweet immediate resolution if issue is critical. with the resolution Speaks with Paul and identifies issue carried out, thereby with charge card and resolves closing the loop.*Note: Actual case, not real customer name problem. BPO | Social Media Management November 2011 17 © Copyright Capgemini 2011 All Rights Reserved
  18. 18. Outcomes • There are a significant number of conversations taking place, growing at a rapid 22% month over month. • 70% of their conversations revolve around Product queries and transaction issues • 15%-20% of these conversations were negative in nature, with a potential to significantly impact the brand. • 100% engagement of all product related and customer service related issues. • Identified key influencers in unknown or new market segments that could generate new revenue streams. BPO | Social Media Management November 2011 18 © Copyright Capgemini 2011 All Rights Reserved
  19. 19. Capgemini’s Social Media Management Services People  A layer of human intelligence is key to the discovery of actionable insights  Strong bench strength of trained social media advocates  Capabilities in 18 Languages Technology Infrastructure  Best-in-Class Toolset  Global Footprint  Technology Agnostic  Constant evaluation of tools & OUTCOME  Low-Cost centers  Mutualized & multi-skilled centers emerging SM platforms A MORE ENGAGED,  Industrialized Processes INSPIRED & LOYAL CUSTOMER BASE BPO | Social Media Management © Copyright Capgemini 2011 All Rights Reserved 19
  20. 20. Rohit Kapoor Joy Seletsky+1.512.586.5093 +1.917.213.2025rohit.kapoor@capgemini.com joy.seletsky@capgemini.comContact Attensity •www.attensity.com •Toll Free: (800) 721-0560 •Email: sales@attensity.com •Follow us on Twitter: @Attensity •http://twitter.com/attensity The information contained in this presentation is proprietary. ©2011 Capgemini. Social Media Management BPO | All rights reserved © Copyright Capgemini 2011 All Rights Reserved 20

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