This presentation will break social media into several components and give the contact center professional some specific areas to think about when developing a social media strategy.

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Presented by Upstream Works
Actionable Social
Media for the Call Center

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» Broad Brush concept
» Should be broken down to better sub-categories
» Allows assignment to appropriate business divisions
» Only some areas pertain to contact center
» “Social response”
Social Media

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» Community
» Advertising 2.0
» Blogging
» Social Response
Social Media Types

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 Roots in usenet and bulletin boards
Sharing common interests
 Promotes peer interactivity
 Not commercial in nature
Selling is very very bad here!
Communities

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 Corporate ‘for profit’ site
Designed to sell auto
parts
 User experience and
value is first and foremost
 Parts sales seems like an
afterthought
Communities – US Auto Parts

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 Active ‘outbound’ engagement
 Positioned in interactive social
environments
 Interactively gain engagement and branding
Advertising 2.0

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 Rogers Facebook
presence
 Actively soliciting ‘Like’
button acceptance
Increases popularity and
relevance of the company
Gains user demographic
information
Advertising 2.0

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 Standard blogging is “new media”
Handle through standard PR channels
 Micro blogging
Twitter
Facebook wall posts
YouTube comments
Blog comments
Community comments
Blogging

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» “Throwing it out there”
» Users engaging interactively through Twitter
» Businesses reviewing posts to find issues and kudos
» Users often expecting a valid corporate response
» Very low numbers but public nature means
high impact
Social Response

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 Forums and Newsgroups
 Facebook; MySpace; Twitter; YouTube
 Many Others – LinkedIn; Flickr; Quora;
Spoke; Foursquare
List @
http://en.wikipedia.org/wiki/List_of_social_networking_websites
Social Media Sites

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» Facebook >500m (Alexa #2)
» YouTube (Alexa #3)
» Twitter - 75m (Alexa #9)
» Linkedin - 50m (Alexa #13)
» My Space 100m (Alexa #130)
» Other Alexa Ranks
» Spoke -7478
» Quora – 1054 and rising
» Flickr - 36
» Foursquare – 735 and rising fast!
» Slideshare - 183
Social Media Popularity
*As of Dec 5 2011

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 An ‘online’ meeting
Focus group?
Monitor and engage with customerS
 Not an inbound or outbound interaction with
an individual
 Therefore not “contact center”
Communities

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 Marketing in its purest form
 Creation of web media
 Reward programs
“Sign up to win”
 Branding
 Therefore not contact center
Advertising 2.0

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» PR 2.0
» Blogging is the latest form of newspaper article
» Journalistic standards are more lax
» Less review; less legal concern
» Should be monitored as part of PR
Blogging

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» Why people tweet
about you:
They love you
They have no
opinion of you (est 60%)
They hate you
Social response

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» Contact centers handle interactions with
“customers”
» Interactions are directed to the business (inbound)
» Interactions are directed from the business
(outbound)
» Channel is unimportant
» Contact centers do not handle all types of
social media!
» Designed for social response
Contact Center Operations

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How Not to Engage

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» Has the call center failed already?
» Looking for retribution not resolution?
» Discussions are public
» Squeaky wheels
» Is this the best use of call center resources?
» Number are low; impact is disproportionally high
Social Response - Complaints

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» Youtube sensation
» Materially affected United Airlines stock
during merger
» Touted as the bogey man of social media
» 100% due to a failure of the contact
center!!!!!
United Breaks Guitars

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» Privacy restrictions
» Increasingly onerous
» Users are anonymous
» Need to identify specific customer identifiers
» High signal to noise ratio
» Can’t “firehouse” every reference
» Need to intelligently filter content on intent
» Salesforce (Radian6); Scoutlabs; Simplify360
Social Call Center Concerns

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» Directly engage with customers
» Response time is important
» How long is that tweet public before you resolve it?
» Identify specific interaction causes
» Resolution time is important
» How long is that tweet public before you resolve it?
» One off or systematic problem area?
» Resolve accordingly
Problem Resolution

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» National mobile phone company
» Six million subscribers
» Has two guys manually trolling through Social Media
feeds to take action.
» Tier 1Telco
» Customers tweeting because response time is faster than
web tickets
» Not Scalable
» Look forward to the day of “Your Tweet is very important to
us. We are experiencing heavier than normal volumes…”
Current Examples

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» United Breaks Guitars
» 9,982,221 Youtube views
» Twitter Average
» “Average Twitter User has 126 followers…”
» http://www.guardian.co.uk/technology/blog/2009/jun/29/twitter-users-
average-api-traffic
» Example: NB Power
» 380,000 customers
» 433 followers (0.11%)
The power of social media?

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» Customers still want to engage initially by
phone to the call center
» The demise of the phone is highly overrated
» My opinion FWIW
Demise of the call center?

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» Rob McDougall
» rmcdougall@upstreamworks.com
» www.upstreamworks.com
» 905 660 0969 x 358
» Twitter: @up_rmcd
» See the full webinar recording at
www.upstreamworks.com
Contact

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» Divide social media into multiple component
areas
» Marketing, PR (proactive) and contact center (reactive)
» Implement ‘scanning software that will filter the
incoming results
» Assign call center staff to resolve public
customer issues
» Create customer interactions
» Timely identification of call center failures
» Provide specific resolutions
Recommendations

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About Upstream Works Software
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