This presentation was written by Adam Brown with Salesforce.com. Adam was invited to present as a breakout speaker for the Energy Digital Summit in January 2015.

1. Listening to, engaging with and caring
for customers with social storytelling
Engaging with more customers more effectively and efficiently while driving loyalty

6. vs.

7. It’s about the
little changes…

8. Let’s talk about
the sandwich
toothpicks.

15. ​ SURROUND
SOUND
​ EMBEDDING
SOCIAL MEDIA
​ STORYTELLING
​ Breaking thru complacency and evolving our marketing communications
Adding “one more thing” to your social programs…
​ PEOS
PE
OS

16. EMBEDDING INTO THE FABRIC

18. It all starts with
listening.

19. It all starts with
actionable listening.

20. Social Media Monitoring
Use Case

21. Use Case
Proactive Social
Engagement

22. Use Case
Social Support

23. Does your audience
know or care what
department you sit in
when they reach out to
your brand?

24. Let’s talk about
social customer
service.

25. - Gartner
By 2020, 90%
of customer care
will happen via social
media

26. § Social agents are able to handle 4-8 times more issues/
hour than phone agents (Garner 2012)
§ Preemptive SCS (reaching out) can reduce call
volumes 30% and increase customer retention 3-5%
(Enkata 2012)
§ SCS costs 1/6th the cost of phone interactions,
1/3-1/5 the cost of email interactions (NM Incite 2012)
Is SCS a big deal? These stats speak for themselves.
Social Customer Service (SCS)
$5 / $10 / $15

27. Within a few
days or so
Within
5 minutes
Within
15 minutes
Within
30 minutes
Within
one hour
More than one
hour, but later
same day
From days to hours to now minutes and seconds…
The Customer’s Expectations Are Changing, too.
​ How soon after you
contact a brand on
social media do you
expect a response?
Source: Edison Research

28. 2,500+
followers
@BofA_Help still can’t get the
mobile check deposit app to
work. crashes every time I
submit check for deposit #fail
Adam Brown @adamcb
Social Customer Service is Engagement at Scale
Support
Case

29. Use Case
Learn!
!
Business Intelligence

30. How do we make one
department’s outputs
another department’s
inputs?

31. Marcomm Insights
• Media Monitoring
• Early Warning Radar
• Message Testing
• Search Enhancements
• Influencer/Detractor Identification
• Competitive Insights (SOV)
• Regional Issues/Opportunities
R&D Insights
Social Customer Care
Actionable Marketing Insights
Social Listening for Support, Insights & Sales

32. What is one piece of
ACTIONABLE listening data
you can share within your
department and organization
that you’re not sharing now?

33. Use Case
Sell!
!
Business Intelligence

34. What is one SOCIAL
SELLING/LEAD GEN
opportunity type where you
might be able to assist?

36. Which department outside of
yours will you work with to
better EMBED social media
into the fabric of your
organization?

41. ​ Science.
Art &

42. compelling content =
​ purposeful edutainment

44. There are a lot of things you
can measure…
• Number of followers
• Number of updates
• Number of engagements (likes, shares,
comments, favorites, retweets)
• Number of views/downloads
• Net positive mentions (and negative)
• SOV versus competitors
• Net potential reach
• Customer service requests
• Customer service resolutions
• Positive mentions of a product
• Likes of posts about the product
• Likes of other company posts
• SOV of chatter about the product
• Sentiment changes on product chatter
• Click-thrus to product Web page
• Sales conversions from Web page
click-thrus
• Click-thrus to other earned/owned
properties
• Coupon and promo redemptions

45. You can’t measure
what you do not value
or know how to value.
- Olivier Blanchard

46. REVENUE
Making a Dollar
COST SAVINGS
Saving a Dollar
For your organization, is success defined more around…
Social Sales
Lead Generation
Productivity Gains/Operational Efficiency
Business Insights
Crisis Avoidance
Social Customer Service
Media Efficiency

47. BRAND & DIGITAL
• Net Advocacy Score (Our own real-time NPS)
• Overall Brand Sentiment
• Share of Voice
• Facebook PTA and Twitter Hashtag Usage
• Attributable Site/App Traffic
• Friends & Followers*
CSAT
• Customer Touches (Directed & Undirected)
• Overall Brand Sentiment
• Pre & Post-Interaction Sentiment
FINANCIAL
• Cost Avoidance
• Attributable Redemption (Coupons)
• Attributable Sales
Using established KPIs that are trusted in your organization…

50. § Listen
§ Engage
§ Publish
§ Care
§ Measure
§ Purposeful
Edutainment

51. What is the best ONE BIG
IDEA that you wrote down in
your notebook at this
conference?

52. Thank you
​ Adam Brown, Executive Strategist @adamcb in/adamcb