Why Customer Service Should Be In Social Media and How To Start

1. Why Customer Service Should Be In Social Media
and How To Get Started
Matt Singley (@mattsingley)
Chief Engagement Officer
Singley + Mackie (@singleymackie)

2. So Who Is This Matt Singley Character?
• CEO of singley + mackie
• singleymackie.com
• twitter.com/singleymackie
• facebook.com/singleymackie
• Social Media strategy and execution for some amazing companies
• Lover of life, hater of PowerPoint
Questions?
• Father of Four Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

3. • Moving Through The
Ecosystem Growth
• Increase size of
marketable base
• Growth in social media is attained
through acquisition-centric programs and
contests, as well as “social peer
pressure”. As friends and online • Create1:1
Engagement conversations with
influencers discuss brands, their peers customers
and followers are more likely to join the
communities over a purely organic “search
and like” approach. • Inform and
education
Conversion
• One-to-one and one-to-many consumer, drive to
purchase
conversations must happen with channel-
appropriate tone and frequency so as to Questions?
keep the consumer feelings engaged and Send a tweet to
appreciated. @mattsingley
• Only after trust has developed between with hashtag
the consumer and the brand can they be #symp11
converted to consider purchasing goods
or services.
© SOCAP International 2011.

4. Why Should
Customer
Service Even
Care About Questions?
Send a tweet to
Social Media? @mattsingley
with hashtag
#symp11
© SOCAP International 2011.

5. Who Should “Own” Social Media?
• Press Releases
• Brand Reputation
PR
• Crisis Management
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

6. Who Should “Own” Social Media?
Marketing
• Online/Offline Offers
• Coupons and Deals Questions?
Send a tweet to
• Amplification of New @mattsingley
with hashtag
Products and Offers #symp11
© SOCAP International 2011.

7. Who Should “Own” Social Media?
• Product Help
• Complaint Line
• Escalation
Customer
Care Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

8. Who Should “Own” Social Media?
PR Marketing
Customer
Care Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

9. Who Should “Own” Social Media?
PR Marketing
(Growth) (Conversion)
Customer
Care
(Engagement) Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

10. Who Should “Own” Social Media?
PR Marketing
(Growth) (Conversion)
Customer
Care
(Engagement)
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

11. Case Studies
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

12. Case Studies: Xbox & Zune Support
Questions?
Send a tweet to
• http://twitter.com/xboxsupport @mattsingley
• http://twitter.com/zunesupport with hashtag
• Guinness Book of World Records for most #symp11
engaged brand!
© SOCAP International 2011.

13. Case Studies: Caesars Entertainment (WOMMA)
This is no good…
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

14. Case Studies: Caesars Entertainment (WOMMA)
Much better!
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

15. Case Studies: Caesars Entertainment (CES)
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

16. Case Studies: Caesars Entertainment (CES)
Be Proactive!
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

17. How To Start
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

18. Increase Your Chances of Success in Social
• Get buyoff from Legal, PR and Marketing
• Create a separate Twitter channel for support
• Provide back channel access to your customer care team for those
on the front line
• Publish an FAQ/Customer Care tab on your Facebook Page
• Staff appropriately
• Search for mentions of your name (both @ and regular), as well as
mentions of your products
• Be timely Questions?
• Take negative sentiment offline when possible
Send a tweet to
@mattsingley
• Be a real person! with hashtag
#symp11
© SOCAP International 2011.

19. Increase Your Chances of Success in Social
http://bit.ly/engagemoderate
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.

20. Thank You!
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
© SOCAP International 2011.