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.

6. • 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

11. <iframe
src="//embed.gettyimages.com/embed/185056092?et=wAbnoe
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rg-Bg=" width="414" height="483" frameborder="0"
scrolling="no"></iframe>

13. <iframe src="//embed.gettyimages.com/embed/6137-
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uROeJcKrwmutKAUGxfUN6I=" width="400" height="669"
frameborder="0" scrolling="no"></iframe>

14. Top Keywords Used

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src="//embed.gettyimages.com/embed/479519215?et=FQTIjYK4
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vEPrMScOvr5gk=" width="400" height="607" frameborder="0"
scrolling="no"></iframe>

22. 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

25. • 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

32. http://www.huffingtonpost.com/2013/02/04/oreos-
super-bowl-tweet-dunk-dark_n_2615333.html

34. •
•
•
http://adage.com/article/digital/oreo-s-daily-twist-
campaign-puts-cookie-conversation/237104/

37. http://mashable.com/2012/10/16/bodyform-
facebook-rant-vide/