Operationalizing Social Support

Michael Pace

Michael Pace

Customer Support & Community Management Executive

Twitter: @mpace101LinkedIn

Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List

2

Introductions

3

Session Agenda

1. Why do I need to invest here

2. 5 Steps to Develop Superior Social Customer Service

3. Objectives & Metrics

4. Hiring & People

5. Sharing experiences and Q&A

4

Starting with WHY

5

Starting with WHY

800 + Million

140 Million = Aver. # of tweets sent per day

500 Billion Peer Impressions

per year

Data via Socialnomics

6

Starting with WHY

So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.

Kaiser Family Foundation – Jan 2010

More than ½ of the world’s population is under 30 … which means they don’t know life before the internet.

Socialnomics

7

Starting with WHY

8

Starting with WHY

The Conversation IS happening …

NOW WHAT?

9

5 Steps to Success

10

5 Steps to Success - #1

Get Yourself Involved

11

5 Steps to Success - #1

Get Yourself Involved - LinkedIn

12

5 Steps to Success - #1Get Yourself Involved - Facebook

13

5 Steps to Success - #1Get Yourself Involved - Twitter

14

5 Steps to Success - #1Get Yourself Involved - Blogs

15

5 Steps to Success - #1

Get Yourself Involved – Other ResourcesOnline Communities

www.socialquickstarter.com

www.Hubspot.com

www.technorati.com

www.wefollow.com or www.listorious.com

Online Chats – such as #custserv (Tues. at 9pm ET)

Invest in a Smart Phone

16

5 Steps to Success - #1Get Yourself Involved – Other Resources

17

5 Steps to Success - #2Know Your Business Strategy

Critical to Quality

Industry Best Practices

Where are your customers?

18

5 Steps to Success - #2Know Your Customers

Determine what is most important to your customer

Socially, Physically & Mentally

By Vertical or Type of Customer

19

5 Steps to Success - #2Know Your Business Strategy

20

5 Steps to Success - #3Listen to Your Customers

21

5 Steps to Success - #4Customer Conversation

22

5 Steps to Success - #4Customer Conversation

23

5 Steps to Success - #4

Customer Conversation

24

5 Steps to Success - #4Customer Conversation

25

5 Steps to Success - #5Capture Info & Catalog

26

Objectives & Metrics

Business Metrics Learning Agenda

4Engagement4CLTV

4C-Sat

4Other Key Metrics4SLA’s4Connection growth4Production

4Scale

4Content Management

4X-Dept Interactions

4People

4Infrastructure

27

Objectives & Metrics

Business Metrics

Acquisition

Retention

Aver. Revenue / Customer

Profitability

Customer Life Time Value

28

Objectives & Metrics

Average # of Followers Per CTCT Tweeter = 1300 (Nat. Aver. = 126)

Business Metrics – Acquisition & Retention

29

Objectives & Metrics

Business Metrics – ARPU

Sell

EducationCreate Curate Repurpose

Blogs

Community Posts

PDF’s

Videos

Webinars

LIP Seminar Listings FAQ’s

Podcasts Guides

30

Objectives & Metrics

Business Metrics – Profitability

Channel Cost Per Interaction Insource

Cost Per Interaction Outsource

Phone (10 min) $12 $7.20 Email $6-8 $4.20Chat (6 min) $7-8 $4.50

Twitter (2 min) $2.40-$2.50

Only 1/12 interactions required a change in channel

31

Objectives & Metrics

Learning Agenda

Scale

Content Management

X-Dept Interactions

People

Infrastructure

32

Hiring & People

Channel Attributes

In Person 1 to 1+, Face to Face Visual presentation & interaction Immediate responses are critical Quality of written responses typically less important

Phone 1 to 1 voice conversation Improved with personal connection, tone important Near immediate responses improve satisfaction

Email 1 to 1 digital conversation Persona driven by written word Between 2-24 hrs is expected turn around time

Chat 1 to 1 digital conversation Typically a casual conversation, short responses & grammar less critical Immediate responses are critical

Traditional

33

Hiring & People

Responsibilities:•Monitor social media outlets/networks (Facebook, Twitter, LinkedIn, blogs.) for customer service related inquiries, complaints, concerns

•Organize customer service inquiries, concerns, and responses for record and reference track the types of questions that appear on social media outlets

•Distribute and/or partner with various internal resources to ensure social media generated issues are resolved and communicated

•Partner with various internal (possibly external) resources to update customers on promotions, technical advancements, general content, issues or changes

•Facilitate the Voice of the Customer (Social Media) to various internal departments and individuals to enhance the customer experience and product strategy

Social Support

34

Hiring & People

Qualifications:•Excellent writing and phone skills

•Strong grasp of the structure, purpose, and tone of social networks

•Ability to think quickly, and formulate responses within a short turnaround time

•Ability to communicate on social networks in a professional, yet personable, way

•Flexibility

•Comfortable presenting organization’s values, positioning and persona potentially to the entire social universe

•Able to “Exercise Responsible Freedom” (See Chip Bell’s Delivering Knock Your Socks Off Service

Social Support

35

Hiring & People

Social Support

Channel Attributes

Social Service 1 to many (possibly thousands or millions) Persona dependent upon media type Response dependent upon media type Your response is now your brand

Sharing experiences and Q&A

Michael Pace

Customer Support & Community Management Executive

Twitter: @mpace101LinkedIn

Blog: www.thepaceofservice.com Text SOCSERVICE to 22828 for Mailing List

37

Introductions