Microsoft Confidential. Everyone’s an expert in social media No one is an expert in social media...
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Transcript of Microsoft Confidential. Everyone’s an expert in social media No one is an expert in social media...
Microsoft Confidential
Social Media in Customer Service & SupportListening and Responding
Bill DeanSenior Director, BI & Analytics Nestor J PortilloDirector, Community and Online Support(@nportillo)
Things I’ve LearnedEveryone’s an expert in social mediaNo one is an expert in social mediaMarketing and Customer Service/Support are becoming inseparableMarketing is campaign-based and Customer Service/Support is ongoingSentiment is HARD…and often wrongIt takes courage to get started and keep goingTreat people equally no matter their status (learned by benchmarking thankfully)Text analytics is the futureSocial Media looks like RISK to senior leaders and looks like OPPORTUNITY to the rest of us
2
If they Tweet it but no one is listening, are people even in pain?or Joy?
Participation is NOT Trivial
“Customer Service Meets Social Media” RightNow, 2009
Once you Listen, you’ll want to Engage. There’s no separating Listening & Engagement
In terms of Engagement…
Don’t dip your toe in the water if you’re not willing to get pulled in all the way!
Manual Search is hard
5
Twitter results via search.twitter.com
Example Listening/Engagement Mechanisms
Lis
ten
ing
En
gag
emen
t
Internal
Tools
Internal
Tools
Example Tools
Filtering the “Conversation” for Engagement (illustration)
Proportions for illustration only
Simplified View of Twitter and Customer Service
8
Analytics+
Engagement+
Involvement=
Goodness
𝑓 (𝑥)
When it all works out…
9
Return on Community: Social Engagement through Influencers
Nestor J PortilloDirector, Community and Online Support
(@nportillo)
Influencers are independent experts who…
Structured Process
• Magnify the voice of the
customers• Catalyze conversations,
changes and innovations• Provide feedback, advocate for
products and support customers
Global Strategy, Local Engagement
ConnectorAmplifies conversations
and Word of Mouth
CriticProvides feedback, ideas and insights
CreatorAnswers questions, creates new content
CollectorOrganizes. Tags, rates, ranks and moderates
CollectorPre-ReleasePre-Release ReleaseRelease Post-ReleasePost-Release
Innovation Reach & Loyalty
MeasureEnable
+ Listen =
+ Status =
+ Tools =
+ = Access
Segment
Content /Experience
“There is nothing comparable on the market. It is new, fresh. It’s just different.”- Windows Phone MVP
“MVPs are among the top five world-class brand ambassadors” Mashable.com
A Windows MVP consistently ranks on the New York Times “Bestseller’s” list
A Japanese MVP wrote the 1st book of Windows Azure in Japanese
MSMVP Event: Bringing Exceptional Expertise to the Local Microsoft Store
Q&A
14
APPENDIX
Other useful links
Kodak Social Media Tips: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf RightNow-- Customer Service meets social media http://www.rightnow.com/files/whitepapers/RightNow-Social-Contact-Center-White-Paper.pdf MicrosoftHelps on Twitter http://twitter.com/#!/microsofthelps PCWorld “Tech Support goes Social” (article) http://www.pcworld.com/article/224336-2/tech_support_goes_social.html
16
Example of using Live Labs Pivot in Social
Data ‘source’
Product icons
“Offering” Language and
Translation