sms2014 - engagor - how to streamline your engagement marketing
TRANSCRIPT
Intro
Problem
I have to be online, constantly!
In need to log in to all these different platforms,
all the time!
How will I ever catch up?
I have no idea if someone responded to what I said!
Who is doing what and where?!
Some advice and a bit of inspiration
1. Using a tool.. or not?
1. User case: T-mobile - The Netherlands
1. User case: Thomas Cook - UK
1. How to become a leader in social media management
Tools
An engagement platformallows enterprises to interact
with customers in real-time
and helps them to optimize their strategy
based on hands-on analytics.
Productivity
Don’t scan the web 24/7, have it scanned for you
Combine search results in one central inbox
React from within a unified inbox
See when your audience is responding to your posts
Maximizing value of efforts
T-Mobile
-’Active’ on social media since 5 years
-Initially, focus on forums
2012: A SOCIAL MEDIA TEAM IS
BORN!
421 000 followers on Twitter
73 000 likes on Facebook
Monitoring and benchmarking
Managing a team
Finding the right people
DIFFERENT BACKGROUNDS
=
Helping and educating each other
SLA
- All departments are aware of the urgent nature of social
- Response time under 1 hour
SUPPORTING THE SOCIAL MEDIA
SERVICE LEVEL AGREEMENT
Business hours & team performance
Context
Profile
Relevant info
Tagging and automation
All in one
-handling social media profiles
-following up on team performance
-developing effective work schemes
-sending out proactive messages
-filling out information sheets
-determining social influence and customer journey
USING BIG DATA TO BOOST EFFICIENCY
Mix things up
-started using social when it became popular
-realized the need for a reorganization
-were not afraid to mix things up
-hired people from very different backgrounds
SM MANAGEMENT: THE BIGGER PICTURE
USING SOCIAL MEDIA ANALYTICS
TO BOOST EFFICIENCY
Thomas Cook UK
What does it take for a brand in the travel industry
to deliver great customer service?
Chapel – Thomas Cook
In 2013 Thomas Cook UK approached Chapel
Chapel started listening, monitoring and reporting
•TC Group = leading leisure travel group
•Over 20 million customers
•Supported by c27,000 employees
•Operates from 17 countries
•20 brands in the UK
2014
Thomas Cook asks Chapel to do MORE
Chapel decided to focus on 4 pilars using 1 tool:
1. Listening, monitoring and proactive outreach
2. Extensive reporting on a daily, weekly and monthly
basis
3. 24/7 customer care
4. Campaign management
Chapel’s Rapid Response Customer Care Centre
Let’s Delight Our Customers!
Character / Persona
PurposeTone
Language
Friendly & Warm & Inspiring
Honest & Humble
Fun and simple
Engage & Entertain & Delight & Amplify &
Sell
ACT ON BUYING SIGNALS
CUSTOMER ENGAGEMENT - APPRECIATION
MEANINGFUL RELATIONSHIPS - WHY ARE THEY IMPORTANT?
You can achieve above the norm!
• Proactive sales
• Assist bookings (transactions)
• Increase customer satisfaction
CS is no longer enough!
People expect MORE!
They want to genuinely engage with brands
CONSUMERS WANT TO GO BACK TO THE BASICS
=
REAL HUMAN RELATIONSHIPS
CS becomes.. The new marketing
CONSUMERS are talking to/about brands,
More and more brands are responding
Massive amount of data
Use an engagement tool to
1. FILTER
2. ROUTE
3. AUTOMATE
4. EVALUATE
Performance of Customer Care
Define priorities
Demographics
Knowing your audience
Time to post
Triggering engagement
Focus on what it’s all about
1. Learn what people say
2. Act on it
3. Interact with the community
Setting up an engagement strategy
Do you want to reply to every
single post?
Will you also reply to those
that are not addressing you
directly?
Will you reply to insults and/or
compliments?
Show that you care
Show gratitude
Say thank you if they actively support and advocate your brand
Be true to yourself
Share relevant info
Testimonials
It’s crucial
Sit down and build your answering scheme
before
you dive into social media customer service.
Evaluate!
Measuring ROI of a campaign
-define what a successful social media campaign is for you
-set up a custom dashboard with all the metrics you need
(follow growth, top posts, reach, engagement rate etc)
-receive regular updates via email and export all data in a report
Last thoughts
Social media engagement is becoming
an invaluable marketing tool:
the sooner you adapt, the better
+
Social media
holds a huge power for brands
