Providing Tweetworthy Customer Service in the Social Media Age
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Transcript of Providing Tweetworthy Customer Service in the Social Media Age
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Customer Relationship Experts
Providing Tweetworthy Customer Service in the Social Media Age
Monday, March 11
Brian CheungDirector of Marketing SOCAP International
@bdcheung
Matthew D’UvaPresident & CEO
SOCAP International@MRDuva
Member
#IDEAS13 ***
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© 2013 SOCAP International. Slide 2#Ideas13 LC2© 2013 SOCAP International. Slide 2#Ideas13 LC2
What You’ll Learn• What is customer care?• The Evolution of Communication• Role of Customer Care in Business Enterprise
• Plus what that means to us as association executives
• Applying Lessons learned & Best Practices• Strategy: Setting up your organization for
success• Tactics: Tools & techniques
• Looking Ahead
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© 2013 SOCAP International. Slide 3#Ideas13 LC2© 2013 SOCAP International. Slide 3#Ideas13 LC2
What IsCustomer Care?
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© 2013 SOCAP International. Slide 4#Ideas13 LC2© 2013 SOCAP International. Slide 4#Ideas13 LC2
Customers
Members
Stakeholders
MediaPublic
Others
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© 2013 SOCAP International. Slide 5#Ideas13 LC2© 2013 SOCAP International. Slide 5#Ideas13 LC2
Information
• Products and Services
• Government Relations
Support• Technical• Professional
Engagement• Committees• Volunteers
Customer Care for
Associations
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© 2013 SOCAP International. Slide 6#Ideas13 LC2© 2013 SOCAP International. Slide 6#Ideas13 LC2
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© 2013 SOCAP International. Slide 7#Ideas13 LC2
WHAT IS “SOCIAL MEDIA”?
• Any time 2+ people are communicating, that is social media.
• It is: Facebook, Twitter, LinkedIn, G+, MySpace
• AND discussion boards, listservs, bulletin boards, YOUTUBE etc.
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WE’RE FOLLOWING A PATH
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WHAT DO MEMBERS/CUSTOMERS EXPECT?
• 84% of Fortune 1000 companies actively monitor social media
• 49% have a cross-functional team to execute social strategy
• 81% use specialized tools or software to monitor and engage via social media
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WHAT DO MEMBERS/CUSTOMERS EXPECT?
100% of companies engaged in social media have a target response time of one hour or less.
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© 2013 SOCAP International. Slide 11#Ideas13 LC2© 2013 SOCAP International. Slide 11#Ideas13 LC2
Social Media Benchmarking StudyThe Center for Client Retention
27,000+ Respondents
2xMore Likely to Post than Call
55%Feel when
brands respond
60%Use Social Media Daily
1/3Expect brands
to respond
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© 2013 SOCAP International. Slide 12#Ideas13 LC2© 2013 SOCAP International. Slide 12#Ideas13 LC2
Elements of a Social Customer Care Strategy
Leadership/Shared Vision/Strategy
Infrastructure
Social Voice
Staffing
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© 2013 SOCAP International. Slide 13#Ideas13 LC2© 2013 SOCAP International. Slide 13#Ideas13 LC2
• Shared understanding of strategy and use of social channels
• Buy-in from key stakeholders• Board of Directors• Staff• Volunteer Leaders
• Understanding of and commitment of engagement channels
Leadership/Shared Vision/Strategy
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• Social Media Policy – Develop a policy, continue to revise it and make it relevant.
• Rules of engagement – Understand what engagement means for your organization, how do you engage, what voice and when do you interject. Who is empowered?
• Consistency – Same messages and policies across all service channels
Infrastructure
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• Be Authentic – How will you communicate as an organization? How will your staff team “speak” for the association?
• Listening – Be committed to listening. How will you listen, monitor and evaluate?
• Empowerment – Who is allowed to speak on behalf of the association and in what voice?
Social Voice
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• Finding the right person/people – Social media enthusiasts, comfortable in the space.
• Flexibility – Access to social media sites (!), hours/response time, clear expectations.
• Training – Training resources, room to learn and experiment, tolerance for mistakes,
Staffing
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© 2013 SOCAP International. Slide 17#Ideas13 LC2© 2013 SOCAP International. Slide 17#Ideas13 LC2
Benefits of Social Customer Care to Your
Organization
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BREAK DOWN SILOS
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BUILD CAPACITY
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COMMUNITY INVOLVEMENT
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TRANSPARENCY
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And...
• Gap identification
• Relationship Building
• Engagement
• Content Curation
• Market Expansion
• Subject Matter Expert Identification
• Membership Growth
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© 2013 SOCAP International. Slide 23#Ideas13 LC2© 2013 SOCAP International. Slide 23#Ideas13 LC2
Risks of Social Customer Care to Your
Organization
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CAPACITY
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HIRING & STAFFING
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TRUST & CONTROL
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Social Media Monitoring Tools &
Techniques
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WHAT TO LOOK FOR
• Multiple users
• Scheduling
• Team Workflow
• Total Number of
Social Accounts
• Analytics, Metrics &
Reporting
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© 2013 SOCAP International. Slide 29#Ideas13 LC2© 2013 SOCAP International. Slide 29#Ideas13 LC2
Additional Resources and Readings• Sample Social Media policies from Coca-Cola,
Best Buy, AIA, & more
• Social Media Primer, a getting started guide
http://bit.ly/ideas13-SOCAP
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Customer Relationship Experts
Thank You!