Social Media Week: The Social Engagment Hub
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The Social Engagement Hub Re-Imagining The Contact Center As A Critical Marketing Tool Brought to you by: Powering Social Customer Service #smwCustServ Joshua March, CEO & Co- Founder @joshuamarch
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17-Oct-2014 -
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Panel run by Conversocial at Social Media Week New York 2013. View the recording at http://landing.conversocial.com/livestream-register
Transcript of Social Media Week: The Social Engagment Hub
The Social Engagement HubRe-Imagining The Contact Center As A Critical Marketing Tool
Brought to you by:
Powering Social Customer Service
#smwCustServ
Joshua March, CEO & Co-Founder
@joshuamarch
2@joshuamarch
Social used to mean outbound marketing
3@joshuamarch
We believed social was more important than that
4@joshuamarch
Social customer service is now real for leading brands
5@joshuamarch
Move to Social Engagement Hub
6
Today
Michael Brito, SVP Social Business Strategy, Edelman Digital, “How social customer service can impact your business”
Alon Waisman, Social Media Operations Manager, GoDaddy“Surprise them, they’ll love you for it”
Sean Valderas, Care Social Media Manager, Nokia“Nokia’s Social Care”
Evan Shumeyko, CRM and Customer Engagement Practice, Ogilvy Digital Leading our discussion and Q&A
@joshuamarch
The Social Engagement HubHow social customer service can impact your business
Michael Brito, SVP Social Business Strategy Edelman Digital
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Everyone is influential
Despite # of fans, friends and followers … Klout score too!
@Britopian
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The Data Doesn’t Lie
Solving customer issues quickly and efficiently is a business imperative!
Joint venture between Nielsen and McKinsey & Company
@Britopian
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The Data Still Doesn’t Lie
It’s also imperative to listen beyond your owned media channels
Joint venture between Nielsen and McKinsey & Company
@Britopian
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The positive impact of social customer serviceFostering shared value for all stakeholders, specifically customers
@Britopian
OPER
ATIO
NA
LEXC
ELL
EN
CE
INTERNAL(employees)
EXTERNAL (customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACK
COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTION
COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT
PROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACY
SO
CIA
L B
RA
ND
1
2
4
3
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The positive impact of social customer serviceThings we intuitively know …
@Britopian
Repeat Sales & Customer Loyalty
Decreased calls to the call center
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Empowering customer advocacy
If you love your customers, they will love you back and tell others…
@Britopian
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Customers impact the purchase funnel
Through organic conversations, they are aiding and influencing others
@Britopian
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Social customer service and the content opportunity
Leveraging inbound support issues to feed the content engine and own Google
@Britopian
Inbound customer support
database or knowledgebase
Content Filter
Content Creation Process
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Thank you!
Michael BritoSVP, Social Business StrategyEdelman [email protected]@Britopian
@Britopian
Surprise Them: They’ll love you for it
Alon Waisman@MowAlon
Social Media Operations Manager
What is Social?
Loyalty
Advocacy
Authenticit
yIntimacy
Connection
Personalit
yHumanit
y
Be NICE
Be REAL
Broken expectations
yield
strong reactions
Photo credits
1. Lead me, kelsey_lovefusionphoto,
http://www.flickr.com/photos/supersonicphotos/4521300451/
2. Smiley, thebaldwin, http://www.flickr.com/photos/thebaldwin/4519511866/
3. Miracle on 34th St, 20th Century Fox
Nokia Internal Use Only
29 © Nokia 2011 Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer]
Sean ValderasCare Social Media Manager
Nokia’s Social Care
Nokia Internal Use Only
Organizational approach to social mediaCare / Marketing / Communications
Marketing
Comms Care
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CareObjectives: support and retain customers, capture product and service feedack & insights
CommsObjectives: influence discussion, set agenda, manage reputation
MarketingObjectives: build buzz, drive advocacy, support sales
Specific business related objectives and metrics
Nokia Internal Use Only
Organizational Approach
Care Expertis
e in Social
13 years exp Services & Applications
15 years exp
Product Quality
2 years exp
Social Media & Training
11 years exp
Product Training
14 years exp
Product Quality
13 years exp
Product Quality
15 years exp
Product Training
Microsoft
R&D
Product Quality
Corrective Action
Nokia Knowledg
ebase
Let’s Discuss
#smwCustServ
