Are you Ready for Social Customer Service?

Customer Service

Where are you in the Social Media Lifecycle?

• Does not dedicate resources (budget and staff) for social media initiatives• Monitors relevant activity by leveraging existing and free services • Explores possible routes for adopting the concept

• Engages in testing Social Media platforms• Does not assign dedicated resources but establishes social media guidelines • Uses the social medium in its existing marketing and public relations activities

• Assigns dedicated staff and allocates a budget for handling social media initiatives

• Engages actively with the social customer and leverages social media metrics • Expands its social media presence and taps into new opportunities

• Leverages the capabilities of social media for all of its core functional departments

• Includes: Sales, marketing, and services departments and activities • Benefits from more sophisticated brand monitoring tools

• Benefits from the support of senior management for developing a social business

• Drives a Social CRM implementation • Integrates all customer-centric functions into one cohesive system

Social Media Lifecycle

STAGE 1

STAGE 2

STAGE 3

STAGE 4

STAGE 5

Knowledge

Persuasio

n

Decision

Implementatio

n

Confirmatio

n

Let us tackle first one of the many key issues large organizations face when tackling Social Media.

Where are you in the Social Media Lifecycle?

Show of hands Marketing Team vs Customer Support Team?

Governance

Marketing Team vs Customer Support

Team?

Marketing Team V/S Customer Support

Who in your opinion owns it ?

Who really owns your Social Media channels?

YOUR USER!

• How many updates per day ?

• What time do I post ?• What tools do I use?• How much do I mix

English & Arabic in communication?

• Do I do one “Arabia” page OR separate ones for UAE, KSA,…

Social Media Business

IntelligenceWhen you find yourself asking questions such as:

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Social Media Business

IntelligenceThen you are jumping in blind without Social Media Business Intelligence.

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Listen

Users are telling you what they want - please listen...

When you do, that is when you thoroughly understand the dynamics of the world of Social Media and how you behave in that world naturally changes.<iframe src="//embed.gettyimages.com/embed/6137-000697?

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Top Keywords UsedTop Keywords Used

Facebook Posts By Others on a Page

Business Workflow for Social Media

• Analyze readiness of your existing Customer Support processes

• Create Social Media workflows for requests via Social Media

Business Workflow for Social Media

• Create Social Media escalation processes and strategically integrate them within your existing support processes

• Introduce Crisis Management processes

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What Do We Look For?

What do we look for within the teams of the brand when we work with them to enhance their Customer Support?

Technical Skills, Language Skills, Knowledge of the Brand,… ?

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What Do We Look For?

EMPATHY

Digital KPIs

The old business adage goes:

“If you can't measure it, you can't improve it.” (Usually attributed to Peter Drucker the management consultant and author)

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Sample of Digital KPIs

Q1 - 2013 Q2 - 2013 Q3 - 2013 Q4 - 2013 Jan-14 Feb-14 Mar-14PeopleCommunity Size (total) 374 47,623 57,289 64,572 65,243 81,100 83,479Community Size - Facebook Not Available 98,91 % 98,35 % 98,03 % 97,90 % 98,24 % 98,24 %Community Size - Twitter 100% 1,09 % 1,65 % 1,97 % 2,10 % 1,76 % 1,76 %Growth Rate of Followers 171 34,989 9,572 7,175 635 15,832 2,343Growth Rate of Followers - Facebook Not Available 284,47 % 19,38 % 12,14 % 0,87 % 24,71 % 2,90 %Growth Rate of Followers - Twitter 84,24 % 35,60 % 82,24 % 33,79 % 6,54 % 3,26 % 2,44 %Average Post Engagement Rate - Facebook Not Available 0,14 % 0,21 % 0,09 % 0,09 % 0,05 % 0,05 %Average Tweet Engagement Rate - Twitter 0,48 % 0,24 % 0,14 % 0,11 % 0,11 % 0,09 % 0,09 %Volume of Customer Feedback Generated - TwitterTotal Number of Mentions of Brand by Others 345 490 1299 737 205 161 69Total Number of Tweets of Brand Retweeted by Others 286 209 435 272 84 51 30Volume of Customer Feedback Generated - FacebookTotal Number of Comments 718 1,773 3,079 1,576 320 731 68Total Number of Likes on Page Posts 4,151 20,522 23,751 10,535 2,063 3,234 1,275Total Number of Shares of Page Posts 64 316 739 197 3 4 Not Available

Q1 - 2013 Q2 - 2013 Q3 - 2013 Q4 - 2013 Jan-14 Feb-14 Mar-14Brand ActivityActivity of Brand - Facebook 173 344 231 227 43 105 30Activity of Brand - TwitterTweets By Brand 117 123 120 94 20 26 16Retweets By Brand 13 22 22 12 3 5 2Replies By Brand 494 280 760 436 125 65 24

2013 2014

2013 2014

Next Steps

Next Steps

• Listen: Social Media Business Intelligence (listen to your user and know thyself)

• Measure: Digital KPIs

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Social Media Command Center

• One room holding the whole digital team

• Alerting system with notifications, multiple large screens displaying Social Media feeds, alerts, and a measurable Service Level Agreement

• High speed Internet dedicated to the digital team

• Integration with Smart Phones• Health assessment of digital

assetsImage Source: http://socialtimes.com/hootsuite-and-the-rise-of-the-social-media-command-center_b107193

Next Steps

• Implement: Business Workflow Process for Social Media

• Empathize

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Anonymous on the Internet - Future of Social Media?

Mobile and Anonymous

“The Internet needs to learn how to forget, or not know in the first place”

http://techcrunch.com/2014/02/04/the-secret

Real-Time Marketing – requires a solid Social Media base

Oreo's Blackout and 100-Day 'Daily Twist'

Oreo – Super Bowl Power Blackout 2013

The power went out in the the Super Bowl game.

Oreo seized on the opportunity, and tweeted the following during the thirty-four minute break:

http://www.huffingtonpost.com/2013/02/04/oreos-super-bowl-tweet-dunk-dark_n_2615333.html

Oreo's 100-Day 'Daily Twist' Campaign Puts Cookie in Conversation

• Oreo - "Daily Twist" campaign

• An Oreo A Day - the brand’s different agencies integrated at the core of campaign

• Daily theme, some predetermined some depending on what is trending on Social Media

http://adage.com/article/digital/oreo-s-daily-twist-campaign-puts-cookie-conversation/237104/

Bodyform Maxi Pads

Bodyform Maxi Pads

A British man's comedic rant on a sanitary napkin company's Facebook page went wildly viral, gathering almost 40,000 likes in 20 hours:

http://mashable.com/2012/10/16/bodyform-facebook-rant-vide/

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