This document outlines 5 ways that Coca-Cola Great Britain has unlocked the digital power of social customer service. It discusses how Coca-Cola evolved from a disparate customer service approach across many agencies to creating one centralized team. The 5 ways include social listening, having one team, the Coca-Cola Journey site, social conversations, and meeting social media customer demands. It provides examples of Coca-Cola's social media content and discusses being both reactive and proactive on social media while also reporting on conversations.

1. Charlotte Davies
Consumer Communication Manager
Coca-Cola Great Britain

2. 5 ways To Unlock the Digital Power of
Social Customer Service

3. Every conversation has the
potential to impact
engagement, loyalty, brand &
corporate love
& trust

4. Consumer Interaction Centre evolution: before
Disparate approach spread across too many agencies  challenge to provide
consistently great customer service

5. Consumer Interaction Centre evolution: after
Social Listening Traditional
Community management Influencer Identification &
Management
One Team

6. 5 ways - 5 steps

7. Social listening across key areas
Reputational
topics
Corporate
topics
Product
launches
Sponsorships
Campaigns

8. One Team
Knowledge sharing and crisis management
consistent across traditional and digital channels to
address consumer questions
Monitoring and reporting under the same umbrella
– one status update to reach all stakeholders

9. 5 ways - 5 steps

10. Coca-Cola Journey
• Launched globally in 2012
• Launched in GB in 2015
• Not a corporate website
• Features original and curated
content

11. coca-colaanswers.co.uk

12. Social Conversations

13. Daily News Room
What?
The digital team discusses
most relevant topics of the
day - trending topics &
popular Coca-Cola content
When?
15 min meeting
every AM + ad hoc
Benefits
Enable Coca-Cola to be
involved in relevant
conversations in a timely
manner 682 RT’s, 400 Favourites
1.3 Million Impressions
All time highest performing @CocaCola_GB Tweet

14. @Coca-Cola_GB – Content Examples

15. 5 ways - 5 steps

16. Meeting Social Media Customer Service Demands
Demand
Only 22-30% questions or
complaints get answered
by brands on Twitter
83% of complainants that received
a reply liked or loved the fact that
the company responded

17. Social Listening & Engagement
Consumer Social team answers the questions
of and proactively engages with an average* of
50 individuals on Twitter and Facebook on a
daily basis. From original tweet to a reply,
including internal approval processes, takes no
longer than two hours.
*With higher engagement during campaigns
such as Christmas and events such as Rugby
World Cup (expected for 2015).

18. Traditional Customer Care Channels
SLA Performance (All 5 Hit)
30
7.51
90 94.7
5 0.3
Target
(Sec)
Actual
(sec)
Target
(%)
Actual
(%)
Target
(%)
Actual
(%)
We engage with our
consumers through phone
conversations, e-mails &
letters with an aim to
respond within 24 hours.
Over the past year we have
had over 23,000 enquires
with an average of 95
contacts a day.

19. One Team
Consumer conversations captured across
digital and traditional channels
Approved messaging and content for use
across all channels
Efficient & personalised response process

20. 5 ways - 5 steps

21. Reactive
• Answering consumer
questions via our social
channels
Proactive
• Amplifying our content
through multiple
channels
5 ways - 5 steps
Content distribution

22. 5 ways - 5 steps

23. Reporting
• Digital snapshot gives overview of total
company mentions and sentiment
• Maintains focus on key reputational
topics while broadening scope to
include wider online conversation
• Comprehensive tracking of select
campaigns & activations, product
launches & sponsorships

24. Questions?