The document discusses the importance of customer service, particularly through social media, highlighting expert speakers and their backgrounds in marketing and customer experience. It emphasizes that companies need to adapt their customer service strategies to compete effectively by prioritizing customer experience and handling feedback. Key takeaways include the need for collaboration, empathetic communication, and preparedness for crisis management.

1. Leading Companies for
Customer Service, On and Off
Social
#SMTLive

2. #SMTLive
Thank
You
to
Our
Sponsor
@LiveWorld

3. #SMTLive
Join
the
Conversa:on…
Follow
along
and
share
your
thoughts
on
Twi3er
at
#SMTLive
Submit
your
ques<ons
in
the
GoToWebinar
control
panel

4. #SMTLive
Our
Speakers
Paul
Dunay
is
an
award-­‐winning
B2B
marke<ng
expert
with
more
than
20
years’
success
in
genera<ng
demand
and
crea<ng
buzz
for
leading
technology,
consumer
products,
financial
services
and
professional
services
organiza<ons.
Paul
is
the
author
of
five
“Dummies”
books
including
Facebook
Adver-sing
for
Dummies
(Wiley
2010),
and
Facebook
Marke-ng
for
Dummies
3rd
Edi<on
(Wiley
2012).
@PaulDunay
Jason
Kapler.
As
Vice
President
of
Marke<ng,
Jason
heads
up
the
corporate
strategy
for
LiveWorld’s
marke<ng
efforts
by
managing
the
team
that
oversees
their
marke<ng
programs
targe<ng
large
global
brands.
His
leadership
assists
with
the
shaping
of
corporate,
sales
and
product
strategies,
developing
compelling
marke<ng
programs,
and
their
tac<cal
execu<on.
Jason
comes
to
LiveWorld
with
over
10+
years
of
marke<ng
experience
working
in
B2B
and
B2C
context
where
he
successfully
developed
mul<-­‐channel
marke<ng
programs
focused
on
customer
acquisi<on.
@jasonkapler
Dan
Gingiss
is
a
passionate
proponent
of
amazing
customer
experiences
and
outstanding
customer
service.
In
his
current
role,
Dan
is
the
head
of
Digital
Customer
Experience
and
Social
Care
at
Discover
Card.
He
oversees
the
design
and
development
of
the
company’s
flagship
website,
Discover.com,
and
its
mobile
app;
leads
the
company’s
social
media
servicing
strategy;
and
is
responsible
for
the
digital
customer
experience
and
Voice
of
the
Customer
program.
Dan
is
also
the
co-­‐host
of
the
Focus
on
Customer
Service
podcast,
which
can
be
found
on
Social
Media
Today,
iTunes,
S<tcher,
and
SoundHound.
@dgingiss
Kris:na
Libby
is
a
tenacious
and
successful
marke<ng
and
communica<ons
leader.
She
started
her
career
working
with
young
and
established
business
to
create
awareness
for
entrepreneurship
amongst
millennials.
Kris<na
then
went
on
to
found
her
own
social
media
and
communica<ons
company
in
both
DC
and
NYC.
Acer
five
years
running
her
own
bou<que,
Kris<na
joined
Microsoc
to
oversee
communica<ons
for
their
Windows
business.
She
now
runs
consumer
communica<ons
for
the
company.
Kris<na
serves
on
various
start-­‐up
boards
and
mentors
fledgling
start-­‐ups
through
Sea3le
Venture
Partners
and
Startup
Week
(Toronto).
@Kris:naLibby

5. #SMTLive
Believe the customer experience will be their
primary basis for competition by 2016
89%

6. #SMTLive
Companies have a strategy
to improve the customer experience
26%

7. #SMTLive
Buying experiences are based on how
customers feel they are being treated
70%

8. #SMTLive
Our New Reality
1) Reduced product-based competitive advantages
2) Harder to reach consumers & influence behavior
3) Brands must find new areas to win customers

9. #SMTLive
The Opportunity
Customer Service in social media is
the chief battleground to influence
the customer experience

10. #SMTLive
If the associates treat
the customers well, the
customers will return
again and again…
And that is where the real
profit in this business lies.”
– Sam Walton

11. #SMTLive
Focus on Customer Service (#FOCS) podcast
• Launched in June at The Social Shake-Up
• Available on iTunes, Stitcher, and SoundHound
• Write-ups for every episode on Social Media Today
• Use #FOCS to nominate brands to be on the show!

12. #SMTLive
Social Media #custserv Philosophy
• “Every social media channel you open is a channel
for care.” – Natanya Anderson, Whole Foods Market
• “We view every interaction that comes our way –
every single tweet, email, question, mention – as a
real privilege…someone has taken the time out of
their day to think about us or get in touch with us.”
– Nicole Miller, Buffer
• “It’s not just about having a competitive advantage
over your direct competitors…it’s looking at ‘are we
as good as the best companies out there?’ and
that’s really how we set our standards.”
– Lindsey Jesseau, Vega

13. #SMTLive
Social Media #custserv Advice
• “It’s really important that we start with empathy
and understanding.” – Monty Hamilton, Telstra
• “Imagine yourself on the other end of that call and
act accordingly.” – Ashley Boone, ModCloth
• Social media “is the best place to get word-of-
mouth understanding of what the fans or the
customers are saying, how they feel about your
product or brand.” – Shanda Maloney, UFC

14. #SMTLive
Social Media #custserv Key Learnings
• Both large and small companies can be successful at
social care, but brand personality is key
• Social marketing and customer service roles must
collaborate
• Hire people who are passionate about customer
service and about your brand
• Don’t be afraid of negative feedback – it’s a huge
learning opportunity for your brand
• Be sure to recognize the people that take the time to
say positive things about your brand, too.

15. #SMTLive
Customer Service and Crisis Communications
• Anticipate crisis
• Establish a Crisis Communications Team
• Identify and Prepare Spokespeople
• Develop processes and protocols
• Create monitoring systems
• Prepare for Social Media Responses
• Brainstorm scenarios and responses
• Analysis post-crisis
@kris<nalibby
Kris<na@kris<nalibby.com

16. #SMTLive
Our
Speakers
Paul
Dunay
is
an
award-­‐winning
B2B
marke<ng
expert
with
more
than
20
years’
success
in
genera<ng
demand
and
crea<ng
buzz
for
leading
technology,
consumer
products,
financial
services
and
professional
services
organiza<ons.
Paul
is
the
author
of
five
“Dummies”
books
including
Facebook
Adver-sing
for
Dummies
(Wiley
2010),
and
Facebook
Marke-ng
for
Dummies
3rd
Edi<on
(Wiley
2012).
@PaulDunay
Jason
Kapler.
As
Vice
President
of
Marke<ng,
Jason
heads
up
the
corporate
strategy
for
LiveWorld’s
marke<ng
efforts
by
managing
the
team
that
oversees
their
marke<ng
programs
targe<ng
large
global
brands.
His
leadership
assists
with
the
shaping
of
corporate,
sales
and
product
strategies,
developing
compelling
marke<ng
programs,
and
their
tac<cal
execu<on.
Jason
comes
to
LiveWorld
with
over
10+
years
of
marke<ng
experience
working
in
B2B
and
B2C
context
where
he
successfully
developed
mul<-­‐channel
marke<ng
programs
focused
on
customer
acquisi<on.
@jasonkapler
Dan
Gingiss
is
a
passionate
proponent
of
amazing
customer
experiences
and
outstanding
customer
service.
In
his
current
role,
Dan
is
the
head
of
Digital
Customer
Experience
and
Social
Care
at
Discover
Card.
He
oversees
the
design
and
development
of
the
company’s
flagship
website,
Discover.com,
and
its
mobile
app;
leads
the
company’s
social
media
servicing
strategy;
and
is
responsible
for
the
digital
customer
experience
and
Voice
of
the
Customer
program.
Dan
is
also
the
co-­‐host
of
the
Focus
on
Customer
Service
podcast,
which
can
be
found
on
Social
Media
Today,
iTunes,
S<tcher,
and
SoundHound.
@dgingiss
Kris:na
Libby
is
a
tenacious
and
successful
marke<ng
and
communica<ons
leader.
She
started
her
career
working
with
young
and
established
business
to
create
awareness
for
entrepreneurship
amongst
millennials.
Kris<na
then
went
on
to
found
her
own
social
media
and
communica<ons
company
in
both
DC
and
NYC.
Acer
five
years
running
her
own
bou<que,
Kris<na
joined
Microsoc
to
oversee
communica<ons
for
their
Windows
business.
She
now
runs
consumer
communica<ons
for
the
company.
Kris<na
serves
on
various
start-­‐up
boards
and
mentors
fledgling
start-­‐ups
through
Sea3le
Venture
Partners
and
Startup
Week
(Toronto).
@Kris:naLibby

17. #SMTLive
Thank
You
to
Our
Sponsor
@LiveWorld

18. #SMTLive
Upcoming
Webinar
September
15th
Over
Automa<on:
Staying
Mindful
in
a
Data
Driven
World
Featuring:
Gail
Moody-­‐Byrd
of
SAP,
Natascha
Thomson
of
Marke<ngXlerator
and
Linda
West
of
Act-­‐On