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Operationalizing Social Support


Michael Pace
Michael Pace

Customer Support & Community Management
                 Executive

            Twitter: @mpace101
                  LinkedIn
      Blog: www.thepaceofservice.com
 Text SOCSERVICE to 22828 for Mailing List


                                             2
1. Why do I need to invest here

2. 5 Steps to Develop Superior Social
   Customer Service

3. Objectives & Metrics


4. Hiring & People

5. Sharing experiences and Q&A
                                        3
4
800 + Million




                                            500 Billion
                                            Peer
140 Million = Aver. # of tweets             Impressions
         sent per day                       per year


                                     Data via Socialnomics


                                                             5
So if you want a              More than ½ of
sense of where                the world’s
the world’s                   population is
media habits                  under 30 …
are headed, it                which means
makes sense to                they don’t know
watch what kids               life before the
are doing.                    internet.
 Kaiser Family Foundation –       Socialnomics
          Jan 2010




                                                 6
7
The Conversation IS happening …



 NOW WHAT?

                                  8
9
Get Yourself Involved




                        10
Get Yourself Involved - LinkedIn




                                   11
Get Yourself Involved - Facebook




                                   12
Get Yourself Involved - Twitter




                                  13
Get Yourself Involved - Blogs




                                14
Get Yourself Involved – Other Resources
               Online Communities

           www.socialquickstarter.com

                www.Hubspot.com

               www.technorati.com

     www.wefollow.com or www.listorious.com

Online Chats – such as #custserv (Tues. at 9pm ET)

             Invest in a Smart Phone
                                                     15
Get Yourself Involved – Other Resources




                                          16
Know Your Business Strategy




                              17
Know Your Customers

                                      Determine what is most
                                    important to your customer




Socially, Physically &
      Mentally



                                          By Vertical or Type of
                                               Customer




                                                                   18
Know Your Business Strategy




                              19
Listen to Your Customers




                           20
Customer Conversation




                        21
Customer Conversation




                        22
Customer Conversation




                        23
Customer Conversation




                        24
Capture Info & Catalog




                         25
Business Metrics        Learning Agenda

Engagement            Scale
  CLTV
                       Content Management
C-Sat
                       X-Dept Interactions
Other Key Metrics
  SLA’s               People
  Connection growth
  Production          Infrastructure

                                              26
Business Metrics


  Acquisition                    Retention

                Customer Life
                 Time Value

Aver. Revenue /
                                Profitability
  Customer

                                                27
Business Metrics – Acquisition & Retention




Average # of Followers Per CTCT Tweeter = 1300 (Nat. Aver. = 126)

                                                                    28
Business Metrics – ARPU




Create       Curate          Repurpose
            Blogs       PDF’s       Webinars

              Podcasts      Guides
                     Community Posts Videos

Sell        LIP Seminar Listings   FAQ’s


                                               29
Business Metrics – Profitability
Channel           Cost Per         Cost Per
                  Interaction      Interaction
                  Insource         Outsource
Phone (10 min)          $12              $7.20
Email                   $6-8             $4.20
Chat (6 min)            $7-8             $4.50


Twitter (2 min)     $2.40-$2.50


Only 1/12 interactions required a change in channel
Learning Agenda

       Scale

Content Management

X-Dept Interactions

      People

   Infrastructure
Traditional
Channel                                      Attributes
               1 to 1+, Face to Face
               Visual presentation & interaction
In Person      Immediate responses are critical
               Quality of written responses typically less important

             1 to 1 voice conversation
 Phone       Improved with personal connection, tone important
             Near immediate responses improve satisfaction

             1 to 1 digital conversation
 Email       Persona driven by written word
             Between 2-24 hrs is expected turn around time

             1 to 1 digital conversation
  Chat       Typically a casual conversation, short responses & grammar less critical
             Immediate responses are critical
Social Support
Responsibilities:
• Monitor social media outlets/networks (Facebook, Twitter, LinkedIn, blogs.)
  for customer service related inquiries, complaints, concerns

• Organize customer service inquiries, concerns, and responses for record and
  reference track the types of questions that appear on social media outlets

• Distribute and/or partner with various internal resources to ensure social
  media generated issues are resolved and communicated

• Partner with various internal (possibly external) resources to update
  customers on promotions, technical advancements, general content, issues
  or changes

• Facilitate the Voice of the Customer (Social Media) to various internal
  departments and individuals to enhance the customer experience and
  product strategy
Social Support
Qualifications:
•Excellent writing and phone skills

•Strong grasp of the structure, purpose, and tone of social networks

•Ability to think quickly, and formulate responses within a short turnaround time

•Ability to communicate on social networks in a professional, yet personable, way

•Flexibility

• Comfortable presenting organization’s values, positioning and persona
  potentially to the entire social universe

• Able to “Exercise Responsible Freedom” (See Chip Bell’s Delivering Knock
  Your Socks Off Service
Social Support

  Channel                                       Attributes


                    1 to many (possibly thousands or millions)
                    Persona dependent upon media type
Social Service      Response dependent upon media type
                    Your response is now your brand
Michael Pace

Customer Support & Community Management
                 Executive

            Twitter: @mpace101
                  LinkedIn
      Blog: www.thepaceofservice.com
 Text SOCSERVICE to 22828 for Mailing List


                                             37

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The Five Steps to Set Up a Social Customer Service Team

  • 2. Michael Pace Customer Support & Community Management Executive Twitter: @mpace101 LinkedIn Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List 2
  • 3. 1. Why do I need to invest here 2. 5 Steps to Develop Superior Social Customer Service 3. Objectives & Metrics 4. Hiring & People 5. Sharing experiences and Q&A 3
  • 4. 4
  • 5. 800 + Million 500 Billion Peer 140 Million = Aver. # of tweets Impressions sent per day per year Data via Socialnomics 5
  • 6. So if you want a More than ½ of sense of where the world’s the world’s population is media habits under 30 … are headed, it which means makes sense to they don’t know watch what kids life before the are doing. internet. Kaiser Family Foundation – Socialnomics Jan 2010 6
  • 7. 7
  • 8. The Conversation IS happening … NOW WHAT? 8
  • 9. 9
  • 11. Get Yourself Involved - LinkedIn 11
  • 12. Get Yourself Involved - Facebook 12
  • 13. Get Yourself Involved - Twitter 13
  • 14. Get Yourself Involved - Blogs 14
  • 15. Get Yourself Involved – Other Resources Online Communities www.socialquickstarter.com www.Hubspot.com www.technorati.com www.wefollow.com or www.listorious.com Online Chats – such as #custserv (Tues. at 9pm ET) Invest in a Smart Phone 15
  • 16. Get Yourself Involved – Other Resources 16
  • 17. Know Your Business Strategy 17
  • 18. Know Your Customers Determine what is most important to your customer Socially, Physically & Mentally By Vertical or Type of Customer 18
  • 19. Know Your Business Strategy 19
  • 20. Listen to Your Customers 20
  • 25. Capture Info & Catalog 25
  • 26. Business Metrics Learning Agenda Engagement Scale CLTV Content Management C-Sat X-Dept Interactions Other Key Metrics SLA’s People Connection growth Production Infrastructure 26
  • 27. Business Metrics Acquisition Retention Customer Life Time Value Aver. Revenue / Profitability Customer 27
  • 28. Business Metrics – Acquisition & Retention Average # of Followers Per CTCT Tweeter = 1300 (Nat. Aver. = 126) 28
  • 29. Business Metrics – ARPU Create Curate Repurpose Blogs PDF’s Webinars Podcasts Guides Community Posts Videos Sell LIP Seminar Listings FAQ’s 29
  • 30. Business Metrics – Profitability Channel Cost Per Cost Per Interaction Interaction Insource Outsource Phone (10 min) $12 $7.20 Email $6-8 $4.20 Chat (6 min) $7-8 $4.50 Twitter (2 min) $2.40-$2.50 Only 1/12 interactions required a change in channel
  • 31. Learning Agenda Scale Content Management X-Dept Interactions People Infrastructure
  • 32. Traditional Channel Attributes  1 to 1+, Face to Face  Visual presentation & interaction In Person  Immediate responses are critical  Quality of written responses typically less important  1 to 1 voice conversation Phone  Improved with personal connection, tone important  Near immediate responses improve satisfaction  1 to 1 digital conversation Email  Persona driven by written word  Between 2-24 hrs is expected turn around time  1 to 1 digital conversation Chat  Typically a casual conversation, short responses & grammar less critical  Immediate responses are critical
  • 33. Social Support Responsibilities: • Monitor social media outlets/networks (Facebook, Twitter, LinkedIn, blogs.) for customer service related inquiries, complaints, concerns • Organize customer service inquiries, concerns, and responses for record and reference track the types of questions that appear on social media outlets • Distribute and/or partner with various internal resources to ensure social media generated issues are resolved and communicated • Partner with various internal (possibly external) resources to update customers on promotions, technical advancements, general content, issues or changes • Facilitate the Voice of the Customer (Social Media) to various internal departments and individuals to enhance the customer experience and product strategy
  • 34. Social Support Qualifications: •Excellent writing and phone skills •Strong grasp of the structure, purpose, and tone of social networks •Ability to think quickly, and formulate responses within a short turnaround time •Ability to communicate on social networks in a professional, yet personable, way •Flexibility • Comfortable presenting organization’s values, positioning and persona potentially to the entire social universe • Able to “Exercise Responsible Freedom” (See Chip Bell’s Delivering Knock Your Socks Off Service
  • 35. Social Support Channel Attributes  1 to many (possibly thousands or millions)  Persona dependent upon media type Social Service  Response dependent upon media type  Your response is now your brand
  • 36.
  • 37. Michael Pace Customer Support & Community Management Executive Twitter: @mpace101 LinkedIn Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List 37