The Social Iceberg: Why Social Care Needs Serious Attention
Transcript of The Social Iceberg: Why Social Care Needs Serious Attention
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The Social Iceberg Why Social Care Needs Serious Attention
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TODAY’S HOST:Chris KernsSpredfast
@chriskerns
Sean LinFacebook
Asiana PoncianoHawaiian Airlines@AsianaPoncian
o
Andrea FinneganAirbnb
@FinnyAndy
Session Speakers
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1:1Chris Kerns
VP, Research & InsightsSpredfast
@chriskerns
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2015 Twitter Content
1:Many
1:1
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1:1 Twitter Content Growth 2015
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Travel Industry: Growing 1:1 Social Response in 2016
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75%Of TV Viewers Engage with a
Second Screen at least Once a
Month
57%Of Weekly Social Impressions for Programming Related to
Live Air Viewing
7.5XLift in Follow Rate when
On-Air Programs Live Tweet5.3%
Reduction in Total Complaints
After Implementing Social Care
30% Of Customers Prefer Social
Care to Traditional
Phone Care
5% Customer Retention
Increase Leads to
25% Increase in CLV
7.1% Increase in Customer
Retention Rates After
Implementing Social Care
*Sources: McKinsey & Company, Aberdeen Group, and Reichald, HBS Press
Industry Research Metrics
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“1:1 social media interaction is the new
autograph.” - Jen Tulicki, Social Media Manager - Chicago
Bears
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Social Care at Airbnb
From 1-2-1 Interactions to Building Fans for LifeAndrea Finnegan
Global Manager, Social Media Care
Airbnb@FinnyAndy
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135k
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Everyday Care Questions Community Outreach
Surprise & Delight
It’s About Being the Voice of Airbnb...
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Customer Care
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Community Outreach
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Surprise & Delight
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From 1-2-1 Interactions to Building Fans for Life
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Serving the Customer with
Aloha Hawaiian Airlines Social
CareAsiana Ponciano
Social Media Marketing Specialist
Hawaiian Airlines@AsianaPonciano
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Hawaii: The Destination We Serve
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The Guests We Serve Are Unique
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Balancing Content & Customer Care● Acquires new audience
members● Keeps members engaged● Increases brand awareness ● Educates prospecting travelers
● Acknowledges guests● Retains members● Upholds brand promise● Influences public opinion● Keeps us competitive
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275 inbound messages received issue labels during the month of August 2016
Managing Inbound Messages
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146 content pieces published during the month of August 2016
Managing Outbound Messages
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Impact of Organizational Structure CURRENT LIMITATIONS
● Current structure stacked and siloed
● Not scalable nor optimized for closed loop resolutions
● Monitoring done by marketers not customer service agents
FUTURE OPPORTUNITIES ● Add a new customer service
channel● Move to hub and spoke structure ● Create an approach that can grow
to meet customer need● Train customer care agents to
monitor inbound customer care interactions
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Caring for Customers with Aloha
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“Aloha is the essence of relationships in which each
person is important to every other person for the collective existence”
- Excerpt from The “Aloha Spirit Law” of Hawaii, 1986
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Question + AnswerChris Kerns
Spredfast @chriskerns
Sean LinFacebook
Andrea FinneganAirbnb
@FinnyAndy
Asiana PoncianoHawaiian Airlines@AsianaPonciano