Social media has put the customers in charge and presented them with many opportunities to share the challenges they are having with your product or service. This presents an opportunity for companies to engage directly with their customers and find creative ways to problem solve. But how do you turn a customer who is upset with you into a fan? At Microsoft we work through social to do the hard job of turning frustration into delight and we'll share the tactics and tools we use to do that.

1. KEYNOTE
Yoli Chisholm@yolichisholm | yolic@microsoft.com
DIGITAL DIRECTOR USCMO,
MICROSOFT
NEW YORK, NY ~ MAY 8 – 9, 2017 | DIGIMARCONEAST.COM
#DigimarconEast
Turning Ranters into
Ravers With Social

4. MISSION
1

6. HUMILITY
2

7. Excerpt from Satya’s note to employees:
“Keep pushing, and
know that I am with
you…take the
criticism in the right
spirit while exercising
deep empathy for
anyone hurt by Tay.
The key is to keep
learning and
improving.”

8. EMPOWERED
3

12. SET UP FOR SPEED
4

13. Reactive
Engagement Type Total Sent Messages
Support 80,000 (26%)
Prospects 24,000 (8%)
Fans 195,000 (63%)
Detractors 13,000 (4%)

14. Reactive
Support Model
Link

15. HELPFUL
5

17. Reactive
Prospect Model
Link

18. NURTURE AND FOLLOW UP
COMMITED FOR THE LONG
HAUL.6

19. Reactive Engagement along the Customer Journey leads to sales and advocacy

20. Reactive
Fans
Link

21. BE THANKFUL FOR THE LOVE
NEVER TAKING CUSTOMER
LOVE FOR GRANTED7

22. Reactive Engagement along the Customer Journey leads to sales and advocacy

23. Reactive
Detractors
Link

24. GENUINE EMPATHY FOR THE
FRUSTRATION, DISATISFACTION
OR INCONVIENCE CUSTOMERS
EXPERIENCE.
8

25. Link

26. GENUINE CURIOUSITY ABOUT
THE WORK CUSTOMERS ARE
DOING AND PROBLEMS THEY
ARE TRYING TO SOLVE.
9

27. Link

28. Link

29. HAVE FUN BECAUSE LIFE AND
INTERACTIONS WITH HUMAN
BEINGS CAN BE
UNPREDICATABLE BUT HUMOR
IS UNIVERSAL.
10

30. Link

31. link

32. 1. MISSION YOU CAN BELIEVE IN THAT ACTS AS A GUIDEPOST WHEN YOU MISS
THE MARK.
2. HUMILITY ACKNOWLEDGING WHEN THINGS DON’T GO WELL.
3. EMPOWERED TO SERVE WELL
4. SET UP FOR SPEED TO ANTICIPATE AND BE ABLE TO RESPOND AND RESOLVE
PROBLEMS FAST.
5. HELPFUL WITH RESOURCES AND ANSWERS AT THE READY.
6. NURTURE AND FOLLOW UP COMMITED FOR THE LONG HAUL.
7. BE THANKFUL FOR THE LOVE NEVER TAKING CUSTOMER LOVE FOR GRANTED
8. GENUINE EMPATHY FOR THE FRUSTRATION, DISATISFACTION OR
INCONVIENCE CUSTOMERS EXPERIENCE.
9. GENUINE CURIOUSITY ABOUT THE WORK CUSTOMERS ARE DOING AND
PROBLEMS THEY ARE TRYING TO SOLVE.
10.HAVE FUN BECAUSE LIFE AND INTERACTIONS WITH HUMAN BEINGS CAN BE
UNPREDICATABLE BUT HUMOR IS UNIVERSAL.

33. VISIT http://aka.ms/besocial see how we do social at the
Microsoft Social Command Center