call center week 2014 - become a social business

Dennis Stoutenburgh

Social Media Customer Engagement What is social customer service? What are the best practices? How can social supplement inbound and outbound tactics? Who are the companies / case studies to follow?

Key Takeaways• Social Listening for call center • Social media for Inbound / Outbound• Social media win-back programs

http://stratuscontactsolutions.com

Socialnomics 2014 video


Socially Enabled Consumer – Embrace Them!

1. Unprecedented access to Voice of Consumera) Preferences – Product, Service, Sentimentb) Competitive Insights

2. Limitless Engagement Opportunities

3. Transformative Data Intelligencea) Enhance Customer Experienceb) Execution – new menu items, management c) Growth Strategy – markets, expansion


Why Brands Don’t

• Message not controlled – scary!• Early Social Metrics – Fans, Followers,

etc – No Attributable ROI• Mistakes can go Viral

WHITEBOXSOCIAL.COM | @WHITEBOXSOCIAL


Why Should They?• Harvard Business study shows one star Yelp increase can

increase revenues by 5 to 9 percent.• Harris Interactive study reports 71% of consumers rely on

peer ratings and reviews to influence purchase decisions.• More than 50% of Americans trust User Generated Content

(UGC) over corporate websites (16%) or news articles about a company or product (14%) (Bazaar Voice).

• Nielson Global Survey reports online customer reviews are the second most trusted form of advertising (70%) only behind personal referrals from friends or family.

Answer: Your Business Future May Depend on It!


What Are The Social Metrics That Matter? Likes? Followers? Sales?


There’s a Problem with Attribution


Engagement is Economics

Forrester Report: % probability of having made a brand-related purchase within 12-months


Why Do Customers Engage?

1. Rewards – Discounts, Sales

2. Communications – Opportunities, Customer Care

3. Entertainment

4.Community – UGC – Aligned Goals

Customers Want to Engage – Provide Value


Customer Expectations Changing


Social Customer Care is Marketing

Customers expect to be engaged throughout the entire product lifecycle, not just during sales

process.

Social Care Best Practices - Proactively Reactive

1. Timely

2. Relevant

3. Personal


Timely


Relevant


Messaging regardless of Purpose (Marketing, Research or Care) Must be Personalized!

Social Media provides window to personalize themessage

Brands need to take Advantage• Issue• Channel Preference• Location• Influence

Non-personalized messaging: Channel Irritation



Building an Engaged Community

1. Social Listening drives Strategy

2. Platform Analytics

3. Brand Content Creation driven by Listening Campaign

4. Community Management

1. UGC drives Engagement

2. Social Care – drives loyalty, connects with audience

3. Ratings and Reviews Matter – A Lot!!

4. Transparency = Trust

5. Empowered Communities drive revenue, product development, loyalty, affinity and creativity



Connect


Connect Applications

• Brand Awareness and Engagement– Education – Universities & skilled trade– Restaurants– Entertainment– Retail– Communications–Wireless

• Customer Care


It’s All Measureable


Key Takeaways

1. It starts with Social Listening and should be a integral part to an ongoing Social Strategy – Define Success – Measurable, Meaningful Metrics

2. Social media users want you to engage with them - Deliver Value

3. Messaging Must Be - Timely, Relevant and Personal

4. Create meaningful content and you’ll foster brand advocates

5. Communities should be Fostered not Controlled!

6. Measure and analyze the data to Refine/Evolve Strategy!!


THANK YOU

Contact Info:

Dennis Stoutenburgh | @DennisSS1972.267.0100 (Office)[email protected]

SOCIALSTRATEGY1.COM | @SSTRATEGY1


Jim Iyoob

Social Media Center of ExcellenceAn overview and step by step process to launch social media as a functional service in your multi-channel contact center.

Key Takeaways• Social media Reps vs. Call Center Reps• Training, Process, & Policy• Launching your first social program

call center week 2014 - become a social business

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