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Social Customer Care Best Practices Webinar
The document outlines trends and best practices in social customer care, emphasizing its importance for enhancing brand awareness and customer engagement. It highlights that only 5% of global brands are socially devoted on Facebook, yet these brands receive 50% of social care demand, leading to significantly higher interaction rates. The report stresses the need for companies to measure social care metrics and integrate them into overall business objectives for improved customer retention and loyalty.
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Social Customer Care Best Practices Webinar
- 1. Social Customer CareTrends & Best Practices @evanjames11 Evan James, Head of North American Marketing
- 2. Customer Care Trends& Best Practices Why: It’s important to provide quality social customer care What: Are the current social customer care trends that are happening globally and in the US How: Is this going to help benefit your business
- 3. 3rd Socially Native 1st Early Stage 2nd Socially Setting Up Listening Basic reports Content Some ads Devoted Social care Even Better Content Properly engaging with fans Deeper Analytics incl. competitive Integrating into business All employees involved in social Measurement set to match business objectives 77% Companies 10 - 20% Companies 3 % Companies
- 4. Socially Devoted Areyou Socially Devoted? Find it out now! sociallydevoted.socialbakers.com
- 5. Customer Care GoesSocial 10 Million Questions were posted by fans to brands so far in 2014 Just 5% of global brands are Socially Devoted on Facebook But these brands receive More than 50% of all social care demand
- 6. Socially Devoted SociallyDevoted brands receive 2.5 Times More Interactions on average globally
- 7. Customer Care ForBrand Awareness 1:100 Each interaction correlates with 100 people reached Average ratio of received interactions & Organically reached audience Time Range: December 01, 2013 - March 19, 2014, Data: We looked at more than 300,000 Facebook posts made by 2,715 brands.
- 8. Higher Reach HigherEngagement Higher Click-Rate, Conversion Rate, Visits … ROE ROI = Engagement First Strategy ROI Return on Engagement
- 9. Facebook - ResponsesMatter
- 10. Twitter Responses ReallyMatter
- 11. Socially Devoted TopSocial Care Industries Facebook Airlines Telecom Finance 84.0 % 81.5 % 79.2 % Twitter Services Airlines Finance 63.2 % 58.4 % 56.9 %
- 12. Some Brands GetSocial Care More than 200 Employees 1 Hour Response Time, 24/7 10 Languages
- 13. “By using Socialbakers,we are able to scale, unify, and dramaticaly improve our social customer care across our 200+ brands.
- 14. Global Socially DevotedQ3 Pre-Results Software Finance Beverages Accommodation Auto All Brands Q2 2014 18% 57% 23% 49% 27% 45% Q3 2014 18% 53% 21% 45% 25% 39% Percentage Change + 0.05 % - 7% - 7% - 8% - 9% - 14% Industry
- 15. US Socially DevotedQ3 Pre-Results Auto E-commerce Retail Food Sporting Goods FMCG Food All Brands Q2 2014 28.4 % 43.1 % 48.0 % 33.7 % 58.6 % 57.9 % Q3 2014 32.4 % 48.4 % 52.7 % 36.8 % 63.4 % 59.0 % Percentage Change + 14.0 % + 12.3 % + 9.8 % + 9.4 % + 8.2 % + 1.9 % Industry
- 16. TOP 3 USSocially Devoted Brands 2 002 1 869 1 503 Sorted by Answered minus Ignored Questions
- 17. Social is notabout 1 metric - it’s about all of them Fans Fan Growth Activity of Your Page Response Rate Response Time $ Paid Interactions & Reach Media
- 18. Measurement Framework OwnMetrics + Competitive Set Own Metrics & Competitive Metrics (Likes, Interactions, Engagement) Customer Care Platform Metrics Online Metrics Advertising Metrics, Facebook, Twitter, Google+, etc. Conversion from Social Buzz Monitoring, Listening
- 19. Social Customer Care– Key Metrics Response Rate Response Time Answered minus Unanswered Questions
- 20. Great Customer CareFor Business Constantly measure content performance Product Feedback Customer Retention & Upsells Brand Loyalty
- 21. Customer Care Trends& Best Practices Providing social customer care is now a must Social customer care will increase Fan engagement Measure and understand how social customer care can impact other aspects of your business
- 22. Thank you! EngageDiscount Code: EngageEJ Evan James, Head of North American Marketing @evanjames11
Editor's Notes
- #4 We announced Socially Devoted 2 years ago, and its time to talk about whats next.
- #8 1% interact 10% consume 50% Take action
- #9 Don Montarno – engaged users are 5X more likely to purchase. Clients that engage socially are 3x as profitable 50-60% of time and budget spent on content – Karren from Western Union, Toni from Uhaul and Sagar from Premier
- #12 ZP: I think this is QRR – but the Twitter numbers are off. Need to state what metric it is and we could probably add a slide about demand by industry.
- #14 Over 250 travel brands serving 30 million customers 72% of holiday makers post vacation photos on social In just 2 quarters TUI increased Question Response Rate from 57% to 97%!
- #21 Humanize your brand – Michelle from IBM: One of the interesting things about the business that we are in is that it is forcing us to become more human. Uhaul – measuring 5 different goals. Kimarie Mathews (Wells Fargo) – In the future they will have the current average response time on the top of their TW feed