customer care in 140 characters or less

SONNY GILLUS CELLULAR@SONNYGILL

JIM RUDDEN SPREDFAST

@JIMRUDDEN

TRAVIS BURCHART

LEXISNEXIS@TRAVISBURCHART

RACHEL MEDINAUNITEDHEALTH GROUP

@REMEDINA

JENNIFER KEDINGER

HYATT@JENKEDINGER

unitedhealth group

Rachel Medina

Senior Communications Specialist

WHY ARE WE HERE? • Meet the customer where they want to be

met: in social media• Elevate our visibility in social media and

be comparable to our competitors• Add value and innovation in a traditional

company

HOW WE’RE ORGANIZEDCohesive and streamlined:

– 1 ‘air controller’– 3 customer service reps– Many SMEs across the

enterprise

3 buckets, 3 similar SLAs for issues:

– Life and Death– Claims– Service

u.s. cellular

Sonny Gill | Social Media Manager @sonnygill

WHY DOES IT MATTER?

The people matter.

U.S. Cellular had an opportunity to connect, engage,

and empower passionate associates, loyal customers

& advocates, and prospects through social.

Allows the organization to continue to deliver efficient

and effective customer service through a medium

where consumers expect the same.

TEAM DYNAMIC

Manager

Coach

Examples of future channels

SocialMedia

Managers

Subject Matter Experts, matter.

We realized that in order to build an efficient customer

service program, we needed to partner with the right

team to best serve our customers.

We developed the strategy and platform with our

customer service reps from our call center at the center.

They weren’t inherently ‘social’ – but it didn’t matter. We

leveraged their expertise and trained them on the

dynamics of social and the Spredfast platform.

lawyers & social media

Travis Burchart

LexisNexis

*2013 American Bar Association Legal Technology Survey Report

59% of law firms have a social presence (17% in 2010)

81% attorneys have a social presence (56% in 2010)

Attorneys primarily on LinkedIn and Facebook, but Twitter trending upward

More to Lawyers than Arguments and Courtrooms

SM legal considerations: marketing, evidence, ethics, communication

our Social media structure

Flagship Corporate Accounts

Central Marketing Team

Customer Support / Legal Experts

Product, Sales, Marketing

Questions

Internal External

Questions, Complaints &Support

Law Firms

Solo Practitioners

Paralegals

Law Librarians

Law Students

Response & engagement

Internal and External Stakeholders

Questions

importance of social media to our customer care

“Your company has the worst customer service I have ever experienced with a legal product. … I will be certain to tell all the other attorneys, paralegals, law clerks, etc. I know NOT to use Lexis ….

“Thank you very much for all of your help in this matter!”

We’re a B2B company, but in the social space, we’re P2P, talking to individuals behind brands/firms.

Our products/services attract customers: Our customer services keeps them coming back.

Building loyalty through countless, small personal interactions.

Our Customer Communications

“Was just confronted with the hard truth that I have absolutely no idea how to use LexisNexis. Like, at all.”

“Hi Hayley, I hope you're having a great Monday. Is there something I can do to help you with your use of LexisNexis?”

hyatt hotels & resorts

Jennifer Kedinger

Social Media Manager

GOALWe want to supercharge online sharing and how

our guests sell us to other guests.

OUR STRUCTURE

OUR GLOBAL SOCIAL STRATEGY