Gravity Summit VISIBLE, Stewart Neff


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3rd Annual Gravity Summit at UCLA

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  • Hi everyone, it’s an honor to be here surrounded with so many thought leaders and Marketing professionals in the Social Media industry. I hope to leave you today with some ammunition to help you approve various social media programs that you are sponsoring for the companies you represent today.
  • You may have seen this in the public domain as FedEx has presented on this in the last year. They are a major client partner of Visible, and we received permission to use this brief case study. The common word you’ll notice here is CULTURE and FedEx has significantly benefited with their Social programs because they promote Social & Innovation within each division of their culture.
  • An intelligent on-demand platform provides instant:Engagement Status by CSR – has anyone else worked on this open item?Notes and history status provide workflow updates when collaborating with additional CSRs
  • Josh Bernoff’s recent publication Empowered is a masterful collection of the brand loyalty, viral buzz, and improved customer experiences that result from empowering CSR managers and individual agentsSocial CRM/Social Servicing programs cannot stand alone – they must connect to other corporate Cust Svc programs internally to create a consistent experience and expectations of your consumer baseThe American Red Cross & Dogfish brewing story is a great example of the sometimes unexpected benefits of being honest and accountable that will naturally result from the major exposure created by Social MediaThe ROI of Social Servicing has been proven – but you MUST understand the important metrics you are measuring and trying to improve. There’s a ton of activity around Engagement/Social Media outreach but you’ll continue to fund and expand more internal Social programs by intelligenty measuring and improving the metrics that are impacted by Social Servicing & EngagementFinally a misconception exists today that major companies must replace their talent base with young professionals with expertise in using Social Media tools and applications. Although this can be beneficial…..focus on preserving your culture and the employee base who truly understands your BRAND and Customer Service best practices. The talent base can adapt to new applications/technologies and prevents you from experiencing very high $$$ in training, re-educating, and immersing a completely new talent base.
  • Gravity Summit VISIBLE, Stewart Neff

    1. 1.
    2. 2. Visible-FEDEX VIDEO <br />
    3. 3. The FedEx Example<br />People-First Culture<br />Culture of Innovation<br />Culture of Trust<br />Media-Centric Culture<br />Culture of Diversity <br />1. Corporate<br />2. Corporate Representative (getting personal here)<br />3. Personal (yet still tweets on behalf of company)<br />3<br />
    4. 4. The FedEx Example: Strategic Objectives<br />Create meaningful engagement with consumer stakeholders: <br /><ul><li> Influence behavior
    5. 5. Drive positive business interactions
    6. 6. Efficient, cost-effective issue resolution
    7. 7. Inspire loyalty among audiences</li></ul>Establish a modern culture that encourages:<br />Participation Transparency<br />Collaboration Authenticity<br />***High-Touch Consumer Model***<br />
    8. 8. The FedEx Example: Global Learning<br />
    9. 9. The FedEx Example: Twitter Program<br />
    10. 10. Disgruntled Customer to Brand Evangelist<br />Customer Service Outreach Challenge<br />Disgruntled customer tweeted about his poor customer service experience with FedEx Kinko’s. <br />Solution<br />Using Visible, FedEx identified and responded directly to posts made by this dissatisfied customer and asked to use his case in company training.<br />Result<br />Customer immediately tweets about the positive engagement and <br />cited the following reasons for continuing to stay a loyal customer: <br /><ul><li>Timely response from FedEx
    11. 11. FedEx thanked him for his business
    12. 12. Acknowledged his bad experience
    13. 13. Took action to improve service by using the video as a training opportunity</li></ul>Perfect example of what a corporation SHOULD be doing.<br />Customer<br />The only reason I am going to continue to shop at Kinko’s is because of the [response] I got from FedEx.<br />
    14. 14. Engagement strategy best practices<br />
    15. 15. Engagement Challenges for Brands<br /><ul><li>Budget – Divisional Sponsorship?? Corporate??
    16. 16. Uncontrollable environment
    17. 17. Consistent & immediate participation - Transparency
    18. 18. Size and scope of channels – Magnitude of Data
    19. 19. Role of employees in the community
    20. 20. Limited Resources</li></ul>9<br />
    21. 21. BLOGGERS<br />CONSUMERS<br />The Influencer Network Has Changed Dramatically<br />MEDIA<br /> BLOGGERS<br />EDITORS<br />PUBLISHERS<br />JOURNALISTS<br />ADVERTISERS<br />“Companies opening up to customers isn’t that different from the risks associated with doing business every day.” -- Forrester Research <br />10<br />
    22. 22. Engagement Rules of the Road<br />3<br />4<br />5<br />1<br />Response <br />Scenarios<br />Response <br />Considerations<br />Assessment<br />Discovery<br />Positive<br />Web Posting<br />Discovery of a web posting about our product or solution that meets engagement criteria.<br />Transparency<br />Always disclose your connection with your brand.<br />General Inquiry<br /> Does the writer have a genuine question that can be easily addressed?<br />Share Success<br />Proactively share customer stories or other related information. (See step #5)<br />Yes<br />Tone<br />Respond in a tone that reflects positively on your brand.<br />No<br />Non Factual Information<br />Are there erroneous facts in the posting?<br />Yes<br />Respond With Facts<br />Respond with factual information. Link or reference 1st/3rd party information that is in support of your message. (See step #5)<br />2<br />Yes<br />Evaluation<br />Utility<br />Contribute or add value to the topic at hand.<br />No<br />Concurrence<br />Post is a factual and well cited response that does not contain erroneous information, slander, rant or rage, and is not negative in nature?<br />Dissatisfied Customer <br />Is the posting a result of a negative product experience?<br />Yes<br />Timeliness<br />Take time to create good responses. Don’t rush!<br />Yes<br />Final Evaluation<br />Write a response that is factual based on current circumstances. (See step #5)<br />No<br />Know Your Audience<br />Identify influential bloggers and sites.<br />Detractor<br />Is the site or blogger dedicated to bashing or degrading your brand?<br />No<br />Let Stand<br />Let the post stand, but monitor follow up posts closely<br />Yes<br />Sourcing<br />Cite your sources by including links, images or other references for readers.<br />Restoration<br />Rectify the situation and respond with a reasonable solution. (See step #5)<br />No<br />Rage<br />Is the posting a rant, rage, joke or satirical in nature?<br />Yes<br />Negative<br />
    23. 23. Building the Platform to Engage<br />BEST PRACTICES<br /><ul><li>FIND where conversation is happening: listen, learn and socialize. FIND the INFLUENCERS
    24. 24. LISTEN in conversations with customers.
    25. 25. ENGAGE new conversations and build communities around passion points.</li></ul>New Opportunities<br />Listen, Learn & Socialize<br />Outreach & Direct Engagement<br />Reactive<br />Proactive<br />
    26. 26. Engagement Status?<br />Is someone else currently working or has worked against this item?<br />How can I sync with the team about what’s going on?<br />What has happened so far?<br />
    27. 27. Is someone else currently working or has worked against this item?<br />Status of Engagement (Open/Closed)<br />
    28. 28.
    29. 29. Tips for Successful Social Engagement & Social Servicing<br /><ul><li>EMPOWER your CSR agents and provide incentives
    30. 30. Integrate your Social engagement program across the corporate network
    31. 31. Accountability + Honesty = Credibility & positive influencer responses
    32. 32. Determine the proper reporting metrics and how to Measure Social Engagement successes
    33. 33. Leverage your culture & Talent base – they can adapt to new systems, technology, and training techniques</li></ul>16<br />
    34. 34. Social Media E-Training: Customer Service<br />SMeT<br />Improve your Corporate Customer Service program online by delivering on-demand training sessions customized for your team of CSRs and agents<br />Planning session to review current Customer Service process and methodology<br />Define staff training requirements and level of expertise<br />Creation of on-demand training modules that fit staff schedules – led by Visible and Customer Service team managers<br />Onsite Training also offered with CSR Managers and teams of CSR agents<br />