making the business case for social customer care blake landau, social media program manager, intel...
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![Page 1: Making the Business Case for Social Customer Care Blake Landau, Social Media Program Manager, Intel Customer Support @IntelSupport @BlakeLandau](https://reader035.vdocuments.site/reader035/viewer/2022070413/5697bf9c1a28abf838c9373c/html5/thumbnails/1.jpg)
Making the Business Case for Social Customer CareBlake Landau, Social Media Program Manager, Intel Customer Support
@IntelSupport@BlakeLandau
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Intel’s Global Social Media Presence• FB 35m likes • Twitter followers 2.5m+• YouTube 66K subscribers• Google+ 500k followers• Sina Webo 900k followers • Instagram 5k fans• Pinterest 7k followers• Support Community visits ~12m in 2013
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Support link moved to prominant
position
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Support makes majority of Intel.com
Community visits
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What Intel Social Support Does Today:• Manage the Intel support
communities driving 90% of the traffic of all Intel communities
• Twitter support
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Future of Intel Customer Support:• Gamification and thought
leadership programs• Working Facebook support into
our strategy
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![Page 9: Making the Business Case for Social Customer Care Blake Landau, Social Media Program Manager, Intel Customer Support @IntelSupport @BlakeLandau](https://reader035.vdocuments.site/reader035/viewer/2022070413/5697bf9c1a28abf838c9373c/html5/thumbnails/9.jpg)
Digital Support
Why are we here?
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• The customer is now in control of the conversation
• Social media is not just another channel• There’s no universal handbook on
becoming a social business
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Digital Support
You are here to bring your company into the future. In other words: make change.
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The many hats of the change agent:
• Detective• Lawyer• Motivator• Coach• Guardian• Storyteller• 50 blind dates participant
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Digital Support
• How do I identify and communicate the ROI?• What do your company’s decision-makers
care about?• How do I get key internal influencers to care?• What resources do I have and what
resources will I need to develop an implementation plan?
Today’s Agenda
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Digital Support
How do I identify and communicate the ROI?
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Digital Support
The Executive’s Mind Frame:
• Save me money?• Save me time?• Make me money?
• Make my job easier?
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Digital Support
Social media provides a way for serious business to get done. Do your colleagues agree?
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Digital Support
Prove it will work.
Every day look for case studies of companies that are doing it WELL.
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Digital Support
Determining value through deflection
Do you know the cost of a call to your call center? The cost of an email response? A chat response?
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Digital Support
• Make it relatable• Tell stories• Don’t come from a place of fear
Communicating the ROI of social support
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Digital Support
• Be patient• Engage the believers• Don’t try to hammer a square peg into
a round hole
Building your ROI story continued
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Use the Tools!
• Invite your advocates into a group on your collaboration tool
• Post relevant industry news• Share any and all positive customer
interactions from social media with leadership
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Digital Support
Embrace a new support mantra:
“support IS marketing.”
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Digital Support
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Digital Support
How to make decision makers care?
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Digital Support
Motivation:
• Listen to management concerns and interests
• Understand what keeps your stakeholders up at night
• How can social media alleviate their pain points?
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Digital Support
Over-prepare
• Always be a step ahead• Create possible workflows and
processes before they are requested• Consider all possible avenues• Scalability and resourcing will be very
important in your roadmap
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Show me it works.
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The role of Support:•Solve customer problems on social channels effectively•Create a scalable process•Illustrate the successes to management
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Digital Support
Become successful by making others successful.
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Digital Support
Getting key internal influencers to care
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Digital Support
The Hustle
• Ask for meetings with internal influencers
• Secure face to face meetings whenever possible
• Get referrals to other people who have done change agent programs within your company
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Digital Support
Building advocacy is a marathon not a sprint
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Digital Support
Internal influencer engagement
• Teach influencers who want to learn more
• Don’t knock down the door of influencers who aren’t interested in your program
• Earn attention through good work
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Digital Support
What resources do I have to develop an implementation plan?
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Digital Support
Questions before you start
• Do you have a budget?• Do you have access to tools?• Do you have people resources?• Do you have your framework,
guidelines and work flows created?
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Digital Support
Are other channels slowing down in popularity? Can you take resources from them to grow your social footprint?
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Digital Support
Train motivated, knowledgeable agents with strong communication skills on social.
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Digital Support
• Don’t assume you need to hire recent college graduates.
• Find candidates who know their way around the company and its products.
Hiring Community Managers?
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Digital Support
What you will need to scale the program:• Listening tool• Social media playbook• Response grids• Proactive content• SMEs who can help• Support from marketing and IT• Advocacy of employees across your company
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Digital Support
• You will make mistakes • Learn from them, quickly• Don’t dwell on negativity• Find your support• Celebrate successes
In conclusion