Managing social media jmd telerx


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Session from Contact Center Spring 2012 Conference & Expo, which took place in Orlando, FL, 4/23 – 4/26/12. John MacDaniel, Telerx’s Sr. Director, Voice of the Customer, discusses how to leverage contact center best practices and apply them to social media, and how by doing so, you prepare your contact center to take a leading role in managing social media monitoring and engagement efforts.

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Managing social media jmd telerx

  1. 1. Managing Social MediaWithin Your Contact Center
  2. 2. Confidential & Proprietary♦ The Landscape – How Can a Contact Center Help?♦ Selecting the Social CSR♦ Social Workforce Management♦ Social Training♦ Metrics the Contact Center CanProvide Workflow♦ Managing the Social Queue♦ Keyword DevelopmentAgenda
  3. 3. Confidential & @JohnMacD1
  4. 4. Confidential & ProprietarySo…How Cana ContactCenter Help?The Landscape
  5. 5. Confidential & Proprietary♦Engagement• How do I improvecustomer engagementwith social media?♦Measurement:• How do I measure theeffect of socialmarketing on mybusiness?Customer Service IS the New MarketingRCUSTOMEAESERVCR K E T I N GSM Examiner-Industry Report-2011
  6. 6. Confidential & ProprietaryConsumer Services…Gotta Grab a Bat!Social Media Mktg Spend - Forrester
  7. 7. Confidential & Proprietary7Who is Monitoring?Photo:
  8. 8. Confidential & ProprietaryPaidSM ToolsFreeSM ToolsQueryDevelopmentSocialMediaSocial CSRReportingAnalysisCodingEngagementCSRConsumerMarketingCustomerServicePhoneEmailChatMailTrainingWho in the Contact Center is Monitoring andEngaging via Social Media?Escalate
  9. 9. Confidential & Proprietary♦ Experience & Knowledge• Personal SM Usage• Customer Service• Industry♦Skills• Computer• Writing• Typing♦ Talents• Pop Culture Interest• Critical Thinking & Common Sense• Problem Solving• Desire to Assist• Drive to Take Responsibility & Be AccountableCompetencies of the Social CSRTalentsSkillsExperience&Knowledge
  10. 10. Confidential & Proprietary♦ Volume♦ Posts Per Hour (PPH)♦ Hours of Operation♦ Sweeps or Near Real-Time♦ Outage♦ MiscellaneousStaffing – FTE Calculation
  11. 11. Confidential & Proprietary♦ Social Media 101 – Introduction♦ Technology♦ Keyword Development♦ Running Reports♦ Analyzing Trends♦ Identifying Relevant Intell♦ Insights♦ Engagement Process – Rules of Engagement♦ Engagement Quality – Social Customer ServiceTraining
  12. 12. Confidential & ProprietaryMetricsInternal:To Manage the BusinessExternal: To Report RelevantIntel to Stakeholders
  13. 13. Confidential & Proprietary13Build Metrics to Support Specific ObjectivesOBJECTIVESInnovationCustomerExperienceCampaignManagementSales/Lead GenBrandHealthEfficiencies/Costs
  14. 14. Confidential & Proprietary♦ Service level – Speed of Answer• Red – Within 1 hour• Yellow – Within 24 hours• Green – Within 48 hours♦ First Post Resolution (FPR)♦ Positive Acknowledgement Response (PAR)♦ Service Sentiment♦ Content Correct – Yes/No♦ Tone of Response Appropriate – Yes/No♦ Voice of the Brand Represented – Yes/No♦ Support Brand Messaging – Yes/Nofor Improved Customer ExperienceQuality and Productivity Metrics
  15. 15. Confidential & ProprietaryGet Beyond Traditional SocialMedia Metrics…Workflow…Leverage YourCRM Hierarchy
  16. 16. Confidential & ProprietaryScreenshot from Radian6 Engagement ConsoleWorkflow
  17. 17. Confidential & Proprietary♦ Insights & Analysis♦ Trending♦ Influencers♦ Hot Topics♦ Breaking Topics♦ Competitor information♦ Cross Channel Implications♦ Cross Channel Consumer Data♦ Action Items & Recommendations♦ Engagement Opportunities♦ Web AnalyticsReporting
  18. 18. Confidential & ProprietaryManaging the Social QueuePHONE, CHAT, EMAILSOCIAL
  19. 19. Confidential & ProprietaryBeyond the Branded Pages & AccountsKeyword Development
  20. 20. Confidential & ProprietaryWhat Can You do?“The goal isn’t to be good atsocial media, the goal is to begood at business.”- Jay Bear
  21. 21. Confidential & ProprietaryJohn MacDaniel@JohnMacD1267.942.3326Thank you forattending this session.Please fill out an evaluation form.