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Lithium social customer_service_with_onlinecommunities.pptx


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What is social Customer Service? Learn how RIM tapped social media to: • Expand reach • Gather feedback and learn from social customers • Educate BlackBerry users • Increase engagement with the brand and with their fellow social customers • Empower BlackBerry brand evangelists to support each other • Economically scale an unassisted support channel • Increase customer satisfaction, loyalty and sales revenue

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Lithium social customer_service_with_onlinecommunities.pptx

  1. 1. What Social Customer Service Can Do For Your Brand July 21, 2011
  2. 2. Today’s Speakers Joe Cothrel Chief Community Officer Lithium @cothrel Michelle Kostya Social Support Program Manager Research in Motion @michellekostya #lithcast
  3. 3. What is Social Customer Service? <ul><li>Social Customer Service is the use of social channels—forums, blogs, social networks, and other social media—to supplement or replace traditional customer service and support channels. </li></ul>#lithcast
  4. 4. Social Customer Service Ecosystem Web Site Ratings & Reviews Forums Blogs Ideation Knowledge Base Q&A #lithcast Forums Blogs and more and more 95% peer / 5% direct 5% peer / 95% direct 50% peer / 50% direct
  5. 5. Why Social Customer Service? <ul><li>Because customers demand it. </li></ul><ul><li>Because it saves money. </li></ul><ul><li>Because it increases customer satisfaction and loyalty. </li></ul><ul><li>Because we gain insight. </li></ul><ul><li>Because it builds a positive brand image. </li></ul>#lithcast
  6. 6. BlackBerry Connecting with Customers Online For Support #lithcast
  7. 7. #lithcast
  8. 8. First, a short history #lithcast
  9. 9. The Old Way Marketing and Customer Service existed as silos #lithcast
  10. 10. The Old Way Customer Service 1.0 #lithcast
  11. 11. The Old Way Marketing 1.0 #lithcast
  12. 12. But, today we have #lithcast
  13. 13. Today users rely on social media for research on brand support … Source: Society for New Communications 91% Users say they use some sort of social media at least sometimes to research customer service experiences 85% Ranking of how valuable blogs and discussion forums are as sources of information on a brand’s customer care experiences 63% Ranking of how valuable social media sites are as sources of information on a brand’s customer care experiences
  14. 14. … And share experiences 47% Share positive brand experiences online 40% Have criticized a brand on a blog or social network 86% Of Millennials will share their brand preference online Source: StrategyOne/Edelman Survey #lithcast
  15. 15. “ Customer service should not be viewed as a cost but as a powerful marketing tool” Source: Zappos #lithcast
  16. 16. Social media diminishes our differences Customers don’t care what department you are from #lithcast
  17. 17. While all this is happening… #lithcast
  18. 18. Our customers were changing #lithcast
  19. 19. They were reaching out in different ways 96% of Millennials have joined a social network.* *Source: Customer Experience for the Millennial Generation <1% 25% of Millennials call customer service when seeking support on a product issue.** of respondents who complain via Facebook or Twitter expect a reply within 60 minutes .*** **Source: StrategyOne/Edelman Survey ***Source: Lightspeed Research
  20. 20. These customers were talking about BlackBerry On Facebook On Twitter On Forums #lithcast
  21. 21. So what did we do? #lithcast
  22. 22. Social media can be scary #lithcast
  23. 23. We took baby steps #lithcast
  24. 24. We identified our objectives <ul><li>Empower our BlackBerry brand evangelists to support each other </li></ul><ul><li>Provide users with self-service options </li></ul><ul><li>Learn from customers by gathering and listening to feedback in online communities </li></ul><ul><li>Help consumers learn to use their BlackBerry and become better users </li></ul>#lithcast
  25. 25. BlackBerry Support Community #lithcast
  26. 26. We identified our advocates <ul><li>People who love your brand </li></ul><ul><li>Your everyday fans and customers </li></ul><ul><li>They are vocal, passionate and always give your brand praise </li></ul><ul><li>They interact with your content (share, comment, like, etc.) </li></ul><ul><li>They willingly share reviews and content with their social circle </li></ul><ul><li>They have emotional equity in your brand </li></ul>#lithcast
  27. 27. Then we ran a pilot Community Twitter #lithcast
  28. 28. <ul><li>Staffing </li></ul><ul><li>Social media guidelines </li></ul><ul><li>Processes </li></ul><ul><li>Communication </li></ul>First Steps #lithcast
  29. 29. We hired dedicated staff <ul><ul><li>Customer service team has “connectors” for full-time, comprehensive monitoring and engagement </li></ul></ul><ul><ul><li>Online monitoring and engagement comprise 100% of job duties of connectors </li></ul></ul><ul><ul><li>Community Managers engage daily with members </li></ul></ul>“ This is not about marketing. This is about relationships”
  30. 30. We set the stage #lithcast
  31. 31. And, worked with our partners #lithcast
  32. 32. Always measuring our success <ul><li>Net Promoter Score </li></ul><ul><li>Engagement – Retweets and @replies </li></ul><ul><li>Real-time insight leading to action </li></ul><ul><li>Positive tweets & thanks </li></ul>@BlackBerryHelp You guys are the most useful follow on Twitter! Thanks, luv u more than my wife... Really  @ #lithcast
  33. 33. Why Net Promoter Score?
  34. 34. <ul><li>Expanded reach on social networks </li></ul><ul><li>Refined process and guidelines </li></ul><ul><li>Developed shareable content: blogs, videos </li></ul>After the pilot #lithcast
  35. 35. We learned a lot along the way #lithcast
  36. 36. Be wherever they are.
  37. 37. Building a community is a conversation #lithcast
  38. 38. Find ways to delight your fans
  39. 39. <ul><li>Pilot first </li></ul><ul><li>Create guidelines </li></ul><ul><li>Build process as you go but recognize opportunities for preparedness </li></ul><ul><li>Build partnerships and promote internally & externally </li></ul><ul><li>Be prepared to be wildly successful ! </li></ul><ul><li>Don’t lose sight of what you are there to do! </li></ul>In addition… #lithcast
  40. 40. <ul><li>Good customer service means: </li></ul><ul><li>Customers are more willing to choose your brand over lower prices </li></ul><ul><li>They are more likely to make another purchase </li></ul><ul><li>They will advocate on your behalf </li></ul>Why does this matter? #lithcast
  41. 41. And the results? #lithcast
  42. 42. By the numbers 460,000+ followers on @BlackBerryHelp 3 Community Managers 18 full-time dedicated employees 340,000+ Support community members 145,000+ followers on @AyudaBlackBerry 2 Industry awards Shorty and Lithy 3800+ followers on @BlackBerryBantu
  43. 43. Get Help…. @BlackBerryHelp #lithcast
  44. 44. About Lithium #lithcast The Lithium Social Customer Suite helps great companies turn social customer passion into marketing, product development, and customer service assets. The Lithium Social Customer Suite offers complete social monitoring, a comprehensive community platform, and actionable analytics across millions of blogs, forums, and social networking sites. For market leaders such as Best Buy, AT&T, Research In Motion Limited (RIM), Univision, and PayPal, Lithium is the leading provider of social customer solutions that deliver real business results. .
  45. 45. About Lithium . Deep Engagement Great experiences for your most passionate contributors—your superfans . Social Science Rich data for analysis, benchmarking, and optimizing your social investments. Driving real business outcomes. Social Success
  46. 46. About Lithium <ul><li>Lithium is Number 1 in: </li></ul><ul><li>Current offering </li></ul><ul><li>Features </li></ul><ul><li>Strategy </li></ul><ul><li>Clients </li></ul> . November 2010 “The Forrester Wave™: Community Platforms, Q4 2010”
  47. 47. Resources <ul><li>Lithium at a Glance </li></ul><ul><li>Community Platform </li></ul><ul><li>Social Media Monitoring </li></ul><ul><li>Customer Intelligence Center </li></ul><ul><li>LevelUp for Facebook </li></ul> . November 2010 “The Forrester Wave™: Community Platforms, Q4 2010”