Are you ready for social customer service?

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Ayman Itani from Think Media Labs explores how to plan for social customer service. As part of Our Social Times #socialCS series of events, Ayman spoke to an audience of major brands in Dubai in March 2014.

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Are you ready for social customer service?

  1. 1. • Does not dedicate resources (budget and staff) for social media initiatives • Monitors relevant activity by leveraging existing and free services • Explores possible routes for adopting the concept • Engages in testing Social Media platforms • Does not assign dedicated resources but establishes social media guidelines • Uses the social medium in its existing marketing and public relations activities • Assigns dedicated staff and allocates a budget for handling social media initiatives • Engages actively with the social customer and leverages social media metrics • Expands its social media presence and taps into new opportunities • Leverages the capabilities of social media for all of its core functional departments • Includes: Sales, marketing, and services departments and activities • Benefits from more sophisticated brand monitoring tools • Benefits from the support of senior management for developing a social business • Drives a Social CRM implementation • Integrates all customer-centric functions into one cohesive system STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5
  2. 2. <iframe src="//embed.gettyimages.com/embed/185056092?et=wAbnoe EgJU2- 303tQpgxGw&sig=yyqjKM36C2UoQiiK3SeUcV1YAr8dvdKnCf2Zix rg-Bg=" width="414" height="483" frameborder="0" scrolling="no"></iframe>
  3. 3. <iframe src="//embed.gettyimages.com/embed/6137- 000697?et=If_3JIYtEUiz1Bg6RP3CnA&sig=KfW1InUHZnF4nluOMbvBQ uROeJcKrwmutKAUGxfUN6I=" width="400" height="669" frameborder="0" scrolling="no"></iframe>
  4. 4. Top Keywords Used
  5. 5. <iframe src="//embed.gettyimages.com/embed/479519215?et=FQTIjYK4 OEusbk3DfExTow&sig=c6Wx6yBqsN0N8YnaQ8N0mOaPt5LLk- vEPrMScOvr5gk=" width="400" height="607" frameborder="0" scrolling="no"></iframe>
  6. 6. Q1 - 2013 Q2 - 2013 Q3 - 2013 Q4 - 2013 Jan-14 Feb-14 Mar-14 People Community Size (total) 374 47,623 57,289 64,572 65,243 81,100 83,479 Community Size - Facebook Not Available 98,91 % 98,35 % 98,03 % 97,90 % 98,24 % 98,24 % Community Size - Twitter 100% 1,09 % 1,65 % 1,97 % 2,10 % 1,76 % 1,76 % Growth Rate of Followers 171 34,989 9,572 7,175 635 15,832 2,343 Growth Rate of Followers - Facebook Not Available 284,47 % 19,38 % 12,14 % 0,87 % 24,71 % 2,90 % Growth Rate of Followers - Twitter 84,24 % 35,60 % 82,24 % 33,79 % 6,54 % 3,26 % 2,44 % Average Post Engagement Rate - Facebook Not Available 0,14 % 0,21 % 0,09 % 0,09 % 0,05 % 0,05 % Average Tweet Engagement Rate - Twitter 0,48 % 0,24 % 0,14 % 0,11 % 0,11 % 0,09 % 0,09 % Volume of Customer Feedback Generated - Twitter Total Number of Mentions of Brand by Others 345 490 1299 737 205 161 69 Total Number of Tweets of Brand Retweeted by Others 286 209 435 272 84 51 30 Volume of Customer Feedback Generated - Facebook Total Number of Comments 718 1,773 3,079 1,576 320 731 68 Total Number of Likes on Page Posts 4,151 20,522 23,751 10,535 2,063 3,234 1,275 Total Number of Shares of Page Posts 64 316 739 197 3 4 Not Available Q1 - 2013 Q2 - 2013 Q3 - 2013 Q4 - 2013 Jan-14 Feb-14 Mar-14 Brand Activity Activity of Brand - Facebook 173 344 231 227 43 105 30 Activity of Brand - Twitter Tweets By Brand 117 123 120 94 20 26 16 Retweets By Brand 13 22 22 12 3 5 2 Replies By Brand 494 280 760 436 125 65 24 2013 2014 2013 2014
  7. 7. • One room holding the whole digital team • Alerting system with notifications, multiple large screens displaying Social Media feeds, alerts, and a measurable Service Level Agreement • High speed Internet dedicated to the digital team • Integration with Smart Phones • Health assessment of digital assets
  8. 8. http://www.huffingtonpost.com/2013/02/04/oreos- super-bowl-tweet-dunk-dark_n_2615333.html
  9. 9. • • • http://adage.com/article/digital/oreo-s-daily-twist- campaign-puts-cookie-conversation/237104/
  10. 10. http://mashable.com/2012/10/16/bodyform- facebook-rant-vide/

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