Socap symp11 singley mackie


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Why Customer Servic

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Socap symp11 singley mackie

  1. 1. Why Customer Service Should Be In Social Media and How To Get Started Matt Singley (@mattsingley) Chief Engagement Officer Singley + Mackie (@singleymackie)
  2. 2. So Who Is This Matt Singley Character? <ul><li>CEO of singley + mackie </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Social Media strategy and execution for some amazing companies </li></ul><ul><li>Lover of life, hater of PowerPoint </li></ul><ul><li>Father of Four </li></ul>
  3. 3. <ul><li>Moving Through The Ecosystem </li></ul><ul><ul><li>Growth in social media is attained through acquisition-centric programs and contests, as well as “social peer pressure”. As friends and online influencers discuss brands, their peers and followers are more likely to join the communities over a purely organic “search and like” approach. </li></ul></ul><ul><ul><li>One-to-one and one-to-many conversations must happen with channel-appropriate tone and frequency so as to keep the consumer feelings engaged and appreciated. </li></ul></ul><ul><ul><li>Only after trust has developed between the consumer and the brand can they be converted to consider purchasing goods or services. </li></ul></ul>
  4. 4. Why Should Customer Service Even Care About Social Media?
  5. 5. Who Should “Own” Social Media? <ul><li>Press Releases </li></ul><ul><li>Brand Reputation </li></ul><ul><li>Crisis Management </li></ul>
  6. 6. Who Should “Own” Social Media? <ul><li>Online/Offline Offers </li></ul><ul><li>Coupons and Deals </li></ul><ul><li>Amplification of New Products and Offers </li></ul>
  7. 7. Who Should “Own” Social Media? <ul><li>Product Help </li></ul><ul><li>Complaint Line </li></ul><ul><li>Escalation </li></ul>
  8. 8. Who Should “Own” Social Media?
  9. 9. Who Should “Own” Social Media?
  10. 10. Who Should “Own” Social Media?
  11. 11. Case Studies
  12. 12. Case Studies: Xbox & Zune Support <ul><li> </li></ul><ul><li> </li></ul><ul><li>Guinness Book of World Records for most engaged brand! </li></ul>
  13. 13. Case Studies: Caesars Entertainment (WOMMA) <ul><ul><li>This is no good… </li></ul></ul>
  14. 14. Case Studies: Caesars Entertainment (WOMMA) <ul><ul><li>Much better! </li></ul></ul>
  15. 15. Case Studies: Caesars Entertainment (CES)
  16. 16. Case Studies: Caesars Entertainment (CES) <ul><ul><li>Be Proactive! </li></ul></ul>
  17. 17. How To Start
  18. 18. Increase Your Chances of Success in Social <ul><li>Get buyoff from Legal, PR and Marketing </li></ul><ul><li>Create a separate Twitter channel for support </li></ul><ul><li>Provide back channel access to your customer care team for those on the front line </li></ul><ul><li>Publish an FAQ/Customer Care tab on your Facebook Page </li></ul><ul><li>Staff appropriately </li></ul><ul><li>Search for mentions of your name (both @ and regular), as well as mentions of your products </li></ul><ul><li>Be timely </li></ul><ul><li>Take negative sentiment offline when possible </li></ul><ul><li>Be a real person! </li></ul>
  19. 19. Increase Your Chances of Success in Social <ul><li> </li></ul>
  20. 20. <ul><li>Thank You! </li></ul>