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Delfin Vassallo - @DJVassallo
Social Media Operations Manager
Microsoft Devices Group
Going Global: Creating an
International Social Customer
Service
Going Global: How To Create an International Social Customer Service Strategy
What our customers say?
Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy
Social Media Tools
Technical limitations of social platforms (APIs, post limits)
Think Needs First
Engagement vs Monitoring
Knowledge Management Tools
Central Knowledge & Intelligence Management
The perfect tool does not exist
You end up with 2, 3 or 4: engagement, tracking, CRM, ERP
Going Global: How To Create an International Social Customer Service Strategy
23%
42%
6%
5%
Nokia
Support
Discussions
Source: Simply Measured, March 2013. Analysing
Interbrand’s Top 100 Brands and showing how companies
with dedicated customer service Twitter accounts are
getting the best results when engaging and solving
customers queries.
Social Bakers Global Ranking
“Socially Devoted”:
• Top 5 on most responsive
brands in Q3, Q4 2013 and Q1
2014, Electronics category
• Twitter handles in English,
French, German, Russian,
Spanish, Portuguese & Polish
Source: Social Bakers Socially
Devoted Rankings 2013-2014
@NokiaHelps
3rd place globally
for Response Rate
(72%) - just behind
Ford and Nike
Interbrand Top 100
March 2013
@NokiaCareFR
“Impeccable
service from every
angle. A model of
speed and
efficiency”
French Magazine
01Net
April 2013
@NokiaSoporte
Socially Devoted
82% Response Rate
45 mins Average
Response Time
Social Bakers
Q3, Q4-13, Q1-14
@NokiaPomoc
Socially Devoted
89% Response Rate
Social Bakers
Q3, Q4-2013
@NokiaHelps
2nd Most
Responsive Brand
across all industries
(70%)
Simply Measured
April 2014
I’m impressed with the efficiency of the replies, congrats! We
needed this service since long time ago! Great!
Super! Our friends @NokiaSoporte are on Twitter. Welcome!
#Nokia users you know where to send your questions!
Really happy for your answer! This proves you’re serious with
this page Congrats! Ah and thank you very much!
Now I’m happy Thanks
and I’ve to say: Lumia 920
is a great work tool.
Android get ready to
(finally) lose a big market
slice!!
Yes, super, thank you very very much for the fast reply. Best
support for emergency cases :)
Going Global: How To Create an International Social Customer Service Strategy
Going Global: How To Create an International Social Customer Service Strategy

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Going Global: How To Create an International Social Customer Service Strategy

  • 1. Delfin Vassallo - @DJVassallo Social Media Operations Manager Microsoft Devices Group Going Global: Creating an International Social Customer Service
  • 9. Social Media Tools Technical limitations of social platforms (APIs, post limits) Think Needs First Engagement vs Monitoring Knowledge Management Tools Central Knowledge & Intelligence Management The perfect tool does not exist You end up with 2, 3 or 4: engagement, tracking, CRM, ERP
  • 12. Source: Simply Measured, March 2013. Analysing Interbrand’s Top 100 Brands and showing how companies with dedicated customer service Twitter accounts are getting the best results when engaging and solving customers queries. Social Bakers Global Ranking “Socially Devoted”: • Top 5 on most responsive brands in Q3, Q4 2013 and Q1 2014, Electronics category • Twitter handles in English, French, German, Russian, Spanish, Portuguese & Polish Source: Social Bakers Socially Devoted Rankings 2013-2014 @NokiaHelps 3rd place globally for Response Rate (72%) - just behind Ford and Nike Interbrand Top 100 March 2013 @NokiaCareFR “Impeccable service from every angle. A model of speed and efficiency” French Magazine 01Net April 2013 @NokiaSoporte Socially Devoted 82% Response Rate 45 mins Average Response Time Social Bakers Q3, Q4-13, Q1-14 @NokiaPomoc Socially Devoted 89% Response Rate Social Bakers Q3, Q4-2013 @NokiaHelps 2nd Most Responsive Brand across all industries (70%) Simply Measured April 2014
  • 13. I’m impressed with the efficiency of the replies, congrats! We needed this service since long time ago! Great! Super! Our friends @NokiaSoporte are on Twitter. Welcome! #Nokia users you know where to send your questions! Really happy for your answer! This proves you’re serious with this page Congrats! Ah and thank you very much! Now I’m happy Thanks and I’ve to say: Lumia 920 is a great work tool. Android get ready to (finally) lose a big market slice!! Yes, super, thank you very very much for the fast reply. Best support for emergency cases :)

Notas del editor

  1. This implies being where they are, talking their same language, be ready to engage when they decide
  2. Social Media Agents have a fundamentally different skill-set than other CC agentsInternal team has to have key expertise: strategy, social analytics, content creation for social mediaContinuity: beating typical CC employee turnover