This document discusses operationalizing social support. It outlines why companies need to invest in social customer service and provides a 5-step process to develop superior social support. Key metrics for social support include engagement, customer satisfaction, and learning how to scale the program. Hiring the right people and sharing experiences are also important. The conversation with customers is now happening on social media, so companies need to get involved on platforms like LinkedIn, Facebook, Twitter and blogs to listen and engage with customers.

1. Operationalizing Social Support
Michael Pace

2. Michael Pace
Customer Support & Community Management
Executive
Twitter: @mpace101
LinkedIn
Blog: www.thepaceofservice.com
Text SOCSERVICE to 22828 for Mailing List
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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
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5. 800 + Million
500 Billion
Peer
140 Million = Aver. # of tweets Impressions
sent per day per year
Data via Socialnomics
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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
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7. 7

8. The Conversation IS happening …
NOW WHAT?
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10. Get Yourself Involved
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11. Get Yourself Involved - LinkedIn
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12. Get Yourself Involved - Facebook
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13. Get Yourself Involved - Twitter
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14. Get Yourself Involved - Blogs
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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
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16. Get Yourself Involved – Other Resources
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17. Know Your Business Strategy
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18. Know Your Customers
Determine what is most
important to your customer
Socially, Physically &
Mentally
By Vertical or Type of
Customer
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19. Know Your Business Strategy
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20. Listen to Your Customers
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21. Customer Conversation
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22. Customer Conversation
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23. Customer Conversation
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24. Customer Conversation
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25. Capture Info & Catalog
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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
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27. Business Metrics
Acquisition Retention
Customer Life
Time Value
Aver. Revenue /
Profitability
Customer
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28. Business Metrics – Acquisition & Retention
Average # of Followers Per CTCT Tweeter = 1300 (Nat. Aver. = 126)
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29. Business Metrics – ARPU
Create Curate Repurpose
Blogs PDF’s Webinars
Podcasts Guides
Community Posts Videos
Sell LIP Seminar Listings FAQ’s
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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

37. Michael Pace
Customer Support & Community Management
Executive
Twitter: @mpace101
LinkedIn
Blog: www.thepaceofservice.com
Text SOCSERVICE to 22828 for Mailing List
37