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An Exploration Into Social Media Customer Service


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An overview and insight into the world of social media customer service including:
- Radian6 Social Media Maturity Scorecard
- Comcast Case Study
- Business Case for Social Media Customer Services
- How to Operationalize Social Media Customer Services
- Social Media Technology Roadmap
- Social Media Reporting and Governance

Published in: Social Media, Business, Education
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An Exploration Into Social Media Customer Service

  1. 1. 1 An Exploration into Social Media Customer Service By Robin Leonard AllFamous Digital
  2. 2. 2 Agenda 1.  Social Media Maturity Model 2.  The Business Case 3.  Operationalizing Social 4.  Social Technology Roadmap 5.  Reporting and Governance 6.  About Us
  3. 3. 3 Functionality" Extensive!Limited! BusinessImpact"High!Low! 4 2 – Organized •  Direct consumer engagement, may include Customer Service" •  Basic brand monitoring" •  Paid/owned/earned presences are born" •  Social media policies and training in place" •  Full time social media employees " 3 – Engaged •  Creating and publishing content key to engagement" •  Measuring success against business goals" •  Social media management employees" •  Competitive and industry monitoring" 4 – Optimized •  Paid/owned/earned is optimized" •  Social is embedded across enterprise" •  Employee certification required" •  Senior leadership active in social media" 1 – Informal! •  Marketing, PR or Comms with siloed efforts" •  No policies or training" •  Senior leadership asking “why?”" 1 2 3 What is your social media maturity? Before you do anything, it is a good idea to understand where you are. Take the 5 minute TEST here:
  4. 4. 4 Answer 10 multi-choice questions, here are your results: Take the 5 minute TEST here:
  5. 5. 5 Salesforce have a proven methodology for success on social. This eBook from Salesforce tells you exactly what you need to do in each aspect of the test you just took, if you want to level up. Download it here:
  6. 6. 6 YouTube link: Case Study: Comcast Cares A great video showing how Comcast use Radian6 to operationalize their social media customer service.
  7. 7. 7 Social Customer Service is becoming an expectation. SOURCE: world-s-fastest-responding-brands-on-twitter Are you going to be the first mover, or the last? This is not going away.
  8. 8. 8 Give your customers ubiquitous love across channels. Voice Email Website/Chat Social Mobile Shop There should be no difference in experience across all of your channels and you know it. Social often treated like the poor cousin when it is clearly becoming a preference.
  9. 9. 9 Agenda 1.  Social Media Maturity Model 2.  The Business Case 3.  Operationalizing Social 4.  Social Technology Roadmap 5.  Reporting and Governance 6.  About Us
  10. 10. 10 There is a very simple business case for social. 41% 50% Emotions = $ Social customer care can create a 40% cost reduction when compared to voice. 1.  Call Deflections 2.  Reduce AHT 3.  Lower Cost per Call cost red. Outsourcing your social team to the Philippines is easy and cost effective. more value A recent McKinsey study proved a direct correlation between social media sentiment and revenue. A shameless plug. If I had a dollar for everytime I heard “what’s the ROI of social media?”. If this is you then you are asking the wrong question. Perhaps we should be asking “What is the impact of not doing social media?”
  11. 11. 11 1.  American English is taught in schools 2.  Filipinos are culturally very western 3.  Labor costs are super low 4.  95.9% literacy rate 5.  Massive skills pool to pick from 6.  The government is stable and GDP growth is rocketing at 7.5% 7.  The government provides tax incentives for outsourcing 8.  Legal and financial system is American Philippines 8 Reasons why you should outsource to the Philippines
  12. 12. 12 negatively/242039/ Proof – social media sentiment directly impacts revenue.
  13. 13. 13 Agenda 1.  Social Media Maturity Model 2.  The Business Case 3.  Operationalizing Social 4.  Social Technology Roadmap 5.  Reporting and Governance 6.  About Us
  14. 14. 14 Hub Responsibilities •  Strategy •  Playbook Management •  Content Creation •  Traffic and Workflow •  Reporting / Insights •  Training Spoke Responsibilities •  Community Management •  Customer Services •  Campaign Management The most popular model is Hub & Spoke. SOURCE: Jeremiah Owyang
  15. 15. 15 Social HQ Manager Reporting Analyst (n) Tier 0 Traffic Controller Tier 1 Community Manager Tier 1 Community Manager Tier 1 Community Manager HR Sales Brand SPOKE(s) Reports Social Customer Service HUB Tier 2/3 Community Manager (e.g. Bookings, Billing etc) SOURCE: MohdshamsherKhan/10- examplesofsocialmediacommandcenters Product Alerts workflow This is what your organization may look like.
  16. 16. 16 Recruitment You may interview and approve all hires. Performance We will manage the HR performance of your agents, good or bad. Office We will seat your dedicated team in an A-class office environment in Makati, Manila. People are at the center of your journey
  17. 17. 17 Download the eBook: What is in a Playbook? •  Roles & Responsibilties •  Keyword Management •  What to respond to vs. what to ignore •  Tagging and Assigning •  Crisis Detection and Escalation •  Quality Assurance •  Social Media Policy •  Response Times / SLAs A Social Media Playbook is the Operating Manual for social. Please read our latest blog – Every company that wants to be on social needs a very clear set of rules for how they should engage. This is new territory so it is important you set some ground rules in place.
  18. 18. 18 Listen for an engagement opportunity, then say hello As marketers we want to seek out all opportunities to personally connect with our customers. Here is a simple structure to follow, I call it a “mention matrix”.
  19. 19. 19 Radian6 Novice Certificate Training Method: 2 hours classroom OR online Learning Objectives •  Setup and optimize listening keywords •  Use the Analytics Dashboard •  Use the Summary Dashboard •  Setup and use the Engagement Consol Certification: •  Multichoice test •  Practical test Certified Community Manager Training Method: 16 hours classroom Learning Objectives •  How to use the Engagement Console •  Tagging and Workflow •  Crisis management •  Voice and client protocol according to the playbook Certification: •  2x Multichoice test •  2x Practical Tests Certified Reporting Analyst Training Method: 24 hours classroom Learning Objectives •  Keyword optimization •  Crisis reporting •  Market research •  Campaign monitoring •  Sentiment analysis •  KPI management Certification: •  3x Multichoice test •  2x Practical Tests •  1x Final Test You Need to Train Your People to use Social Media properly. Social Media in large organizations isn’t as simple as giving somebody access to the Twitter account. You need to train and certify your team. Here are some of the courses we offer (another shameless plug): Contact us for pricing –
  20. 20. 20 Agenda 1.  Social Media Maturity Model 2.  The Business Case 3.  Operationalizing Social 4.  Social Technology Roadmap 5.  Reporting and Governance 6.  About Us
  21. 21. 21 Social Media Reporting and Crisis Alerts Integrate Social Data Social Intelligence Live Social Dashboards Predict Social Crises •  Reports that monitor brand, campaigns, feedback and competitors. •  24/7 monitoring for social media crises Compare social media data against your company data using Radian6 and your existing Datawarehouse. Display live social media dashboards on large screens, and on the CEO’s mobile phone. Using ‘Machine Learning’ algorithms, and historical social data, we can predict when a crisis is about to hit, and mitigate it. Social Customer Care Social Sales Social CRM CRM / Workflow Integration Multichannel Automation Provide proactive and responsive customer service with dedicated care agents. A social listening tool, CRM and workflow are required. Use social listening to generate leads from social media based on “intent to buy” signals. Leads can be driven to landing pages, or farmed. Integrate social media customer data with your CRM and workflow ticket management service so you can centralize all customer contact data. Optimize lead conversion with personalized content and automated lead nurturing with a platform like ExactTarget (B2C) or Marketo (B2B) There is a Clear Technology roadmap for Operationalizing Social The beauty in social media is the amount of rich BEAUTIFUL BIG DATA there. Organizations need to think about how they are going to integrate social data into their existing technology stack.
  22. 22. 22 Live Crisis Warnings We apply a serious of complex algorithms to identify whether a potential social media crisis is looming, and we notify you like it’s a computer game. Real-Time Service Feedback Understand what people are saying about your coverage, pricing, data speed, customer service etc in real time, and whether it is good or bad. Stay Tuned into your Competitors Your dashboard will indicate amber or red if your competitor is running a promotion that you need to respond to, OR if they have their own crisis. KPIs determine RAG Status KPIs help us understand if a result is Red, Amber or Green. Your CEO can then drill into this item to understand what the cause and best action is. Hang a 62” live social dashboard in your CEO’s office, I dare you. Social media is the live pulse of what people think about your brand, product, service, competitors and industry. Imagine if you could harness that data in one simple live dashboard and put it on your wall, laptop, or phone.
  23. 23. 23 Here is an example dashboard for an Airline client. We use Red / Amber / Green to indicate whether there is a risk, problem or opportunity. The dashboard should drive decisions, not just be a pretty picture.
  24. 24. 24 ETL Datawarehouse Reporting Layer API Raw mentions -  Date/Time Stamp -  Actual mention (e.g. Tweet) -  Medium (FB/TW etc) -  Sentiment -  Location Raw Data pulled from DWH Data translated into Star Schemas Reports delivered to stakeholders Why do I need Social Data in my DWH? 1.  Correlate social media sentiment and revenue 2.  Analyze historical promotions and crises and what the impacts were to customer services, sales, operational costs and finance. 3.  Understand what causes a crisis and how to maximize a promotion based on lessons learned How do we do it? We will work with your DWH team and BI Reporting Team to build the necessary database structures so you can house the social data. We will also facilitate access to the API with Salesforce. Once you have the data in place, then we can work closely with you to analyze it. How do I Integrate Social Media data with my Legacy Databases? Using the Radian6 API you can integrate structured and unstructured data into your boring, old “anti-social” databases very easily.
  25. 25. 25 Generate Sales Leads from Social Customers talk about everything from the latest phones to their pricing plans on social media. Listen and provide offers, discounts to nurture your leads through to sales. Keep track of everything you do through social media. Get Better Customer Data Customers talk about themselves on social media. Get access to public data like their favorite movie or what they had for lunch yesterday. Centralize Contact History If a customer Tweeted you last week, and calls your customer service team this week, the agents should know about the previous Tweet conversation. Multi-Channel Case Management Customer issues raised in social media should be escalated, worked on, and resolved in the same way as through a voice contact center. I want to see ONE VIEW of the Customer Integrating CRM and social is so important because it allows you to manage incidents better, leverage rich social data, and run integrated campaigns.
  26. 26. 26 Agenda 1.  Social Media Maturity Model 2.  The Business Case 3.  Operationalizing Social 4.  Social Technology Roadmap 5.  Reporting and Governance 6.  About Us
  27. 27. 27 Correlate trends and behaviors using Analytics Using an array of tools you can track and measure almost everything online. We use tools like ExactTarget, BuddyMedia, Radian6, Sprout Social, Google Analytics, SEMRush, Moz and Crazy Egg
  28. 28. 28 Track performance against pre-defined targets. Setting and tracking metrics and KPIs is actually very simple. First you need to decide what you want to measure, then you need to figure out how, then after testing it, create a target to achieve and keep increasing it.
  29. 29. 29 Get Real-Time Reports Sent To You Get PDF reports sent to you automatically so you don’t have to lift a finger.
  30. 30. 30 Radian6 is the Ferrari of Social Listening & Engagement Tools An enterprise social media listening tool being used around the world by the largest organizations, to help them operationalize social media.
  31. 31. 31 Agenda 1.  Social Media Maturity Model 2.  The Business Case 3.  Operationalizing Social 4.  Social Technology Roadmap 5.  Reporting and Governance 6.  About Us
  32. 32. 32 Our Background We are a kiwi led digital agency based in the Philippines. Partnership with Salesforce Through our long-running partnership with, AllFamous Digital have consulting contracts for large companies including ABS- CBN, Meralco, Singtel and A +E Networks. It became imperative AllFamous Digital build a practice to help large organizations assimilate social media into their processes. We provide the following consulting services: •  Social Media Playbook Design •  Radian6 Training and Getting Started •  Build/Operate/Transfer and Staff Augmentation •  Social Media reporting dashboards Robin Leonard, CEO Kiwi, Ex-IBM. Expert in Social Media, CRM and SEO. Pauline Pangan, Founder Filipina, online marketer and serial entrepreneur. Whilfred De Guzman, Head of Consulting Specializes in social media customer service and playbook implementation.
  33. 33. 33 Thank you. @allfamousdotcom