Customers are increasingly turning to social media to air their service issues – especially when they feel companies could give a tweet about them through other channels. In the process, your service reputation is now out in the open for everyone to see. But some companies are leading the charge to use services like Twitter, Facebook, and virtual communities to brand their 21st century service identity. This webinar shows you how to leverage social media for better service if you’re new to it, and how to sharpen your virtual service image if you’re an old pro. Topics we’ll cover include: * Why your service is going public and going viral: a look at today’s digital consumer * Social media service success stories: Comcast, Southwest Airlines, Zappos, and more * Understanding virtual service channels: o Twitter: A public dialogue that takes place in real time o Facebook: Building a community around your brand o Virtual communities: Communications channel or feeding frenzy o The blogosphere: Everyone has a soapbox * Do’s and don’ts: How to communicate effectively in a cyber service world

1. “How 2 Give GR8 #CustomerService & Have
Your Followers 'Like' You in All Social Channels”
Gary McNeil, Vice President of Marketing, Parature
Rich Gallagher, Point of Contact Group

2. Socialnomics
By 2010, Gen Y will outnumber baby boomers—96% of them have a Facebook account
Facebook added 100 million users in 9 months
The fastest growing segment on Facebook is 55-65 year-old females
Your customers
are on Facebook…
Corporate fan page growth is astronomical, with more thancount of organizations— day
More than 200 million people, with an average friend 80% of 130, log in every
includingshare 25 billion pieces of content per month
and the federal government—having one
…and they’re talking to
you
…your company is on Customer service volumes on social media are skyrocketing—a major telecom provider
Facebook… solves more than 32,000 cases each month
Companies like AT&T have standalone teams—sometimes more than 20 people—
dedicated solely to social media engagement

3. Social Media Today
Traditional marketing efforts rely upon monitoring and analyzing sentiment in an effort to
enforce positive change…
…resulting in substantial investments on social media monitoring tools
= $100K

4. They’re Still Waiting
Despite gleaning valuable insights about brand mentality through sentiment tools…
…your customers are still expecting an answer, and getting angry

5. It Takes a Village
In order to engage Facebook fans, companies rely on archaic technologies…
…leading to hiring multiple people and a complete lack of data visibility
= $150K

6. The Solution
Support for Every
Facebook Fan Page.
 Monitor, listen, and engage with
your customers on your Facebook
Fan Page.
 Your Customers can get Support
right on your Facebook Fan Page.
 Your Customers can share their
positive support experiences
through their friend’s streams.
Confidential - Parature

7. Parature for
Parature for
Allow
Monitor, & Offer Direct
Customers to
Engage Support for
Share Positive
in Facebook Customers in
Support
Automatically Facebook
Experiences
Provide real time support The Support Tab for every Customers can promote
where it is requested. Facebook Page. their support experiences to
other Facebook Users.
Be Where Your Customers Are

8. Monitor, Automate, Engage
Engage your
customers,
ensuring complete
accountability and
driving to stronger
customer loyalty
levels
Automate wall post monitoring Automatically designate where
by tracking critical keywords each wall posts goes, and assign
and defining the proper course the proper staff and rules for
of action for each solving them

9. Keep Wall Posts and Tweets Under One Roof
Monitor wall posts and Track tweets and
maintain a history of respond in real time to
customer cases and brand-sensitive
your response to each messages
Leverage Parature database
and business intelligence
tools to provide centralized
view and analysis of social
media efforts

10. Deliver Multi-Channel Support
As your customers come to your fan Search through FAQ’s
As your customers come to your fan
page, Parature allows them to… Facebook
page, Parature allows you to offer… for answers, rebate
Wall forms, or “How To?”
videos
Chat FAQ
Engage in live chat
conversations with sales Submit formal cases and
Click on a customer
and support team supportcategorize them for
tab
delivery to the right team
membersWorld Class,
Multi-Channel
Support via
Social Media
Peer-to-Peer Submit a
Interaction Case
Rich Media
Tutorials

11. Support – The New Viral Marketer
Facebook has…
•More than 500 million active users
•A 50%+ daily log-in rate per user
•An average of 130 friends per user
•500 billion minutes of interaction with With so many people
consumers per month active on Facebook, let
•More than 25 billion pieces of content great customer service
shared per month… experiences get
consumers where you
want them: your fan
page

12. Parature for
Growing to 1000 Drive Parature
Customers in 2010 Customers to
Install Parature’s
Facebook App for
their Facebook
Fan Pages.
Facebook Fan Pages of Parature Customers

13. Rich Gallagher
Point of Contact Group
Twitter: @gallagherPOC
Sponsored by:
and

14. Your CEO walks into your office.
Not happy.
And says to you … “We’ve got all
these twits …er, tweets … er,
whatever. And they are all
complaining about customer issues!
And then says, “So, what are you
doing about it??”

15. So you respond, “I know what to
do! Here’s my plan…”
“Let’s pull someone from marketing,
someone from support, and someone
from product development …”
“We’ll monitor Facebook, and
Twitter, and blogs, and hey,
maybe even MySpace … and bring
our support into the 21st century!”
“MySpace???” grouses your boss…
but still, he agrees to your strategy

16. So here’s what happens: Facebook posts and
Twitter tweets get e-mailed to someone – who
puts it on a spreadsheet – and then in a queue –
and then it gets answered five days later.
And your social media customers are not amused...

17.  This scenario is exactly what most Fortune 500
companies – and probably you! – are facing
with social media and support
◦ Old channels are reactive and not integrated
◦ Today’s consumer isn’t calling a call center – they are
Tweeting on their smartphones
◦ Learning the hard way that social media is now
omnipresent and fundamentally different than other
support channels
 Today, we will discuss how we need to engage
and communicate with customers using social
media

18.  Forbes Magazine describes a transition from
CON-sumer to PRO-sumer: someone whose
voice affects the success or failure of brands
 Today’s digital customers consult the
metaverse for their purchasing decisions, and
add their experiences to it
 We live in a digital town square open 24/7,
instead of cocoons of individuals
 Companies people “like” can quickly grow to
become brand communities
Source: http://blogs.forbes.com/work-in-progress/2010/07/03/the-shift-from-consumers-to-prosumers/

19. If you ignore the I’m telling @theworld that
medium - or the @yourcompany is a big fat #fail
at #custserv
speed at which it
runs – the results
can be bad…
… or worse.

20.  Did you consult the online opinions of other
people before your last major purchase?
 -Yes
 -No
 -Not sure

21.  Have you ever expressed your opinion of a
product or service online?
 -Yes
 -No
 -Not sure

22.  Parature for Facebook is one example of how
integrating support with social media changes
the conversation with your customers
◦ Immediate
◦ Interactive
◦ Integrated with where they live online
 When you can move at the speed of your
customers – in the media they now use – you
move past selling products and services and
start building a community

24.  Twitter: Tens of millions of
lines of searchable – and A tool
viral - chatter
 Facebook: A community of
linked “friends” and “fans” A destination
sharing rich information
 Virtual communities: from
common interests to rating Too often, the
websites
service channels
The blogosphere: Virtual

of last resort
real estate open to all

25.  Simple and viral
 Used by activists, governments, TV
shows, celebrities, eyewitnesses -
everyone
 65 million tweets per day – up to 3K
per second as of 2010
 Easy to search by keyword, user
(@userid) or “hash tags” (#custserv)
 But the Twitterverse is a challenging
support channel because of the
logistics of responding

27.  Comcast national customer
service director Frank Eliason
responds publicly to consumer
issues via @comcastcares
 Southwest Airlines
(@southwestair) tweets about
deals and system/weather
issues, responds to Customers
– over a million “followers”
 BestBuy allows any employee
to respond on company time to
customers at @twelpforce
 Zappos CEO Tony Hsieh shares
corporate values and personal
experiences to 1.7M followers
at @zappos

28.  The average Facebook user has
over 100 friends and logs in every
day to connect with them
 It’s a destination, not just a
resource – in Europe, people
average 20+ hours a week on it
 “In the old days we didn’t have
Facebook. We had phone book –
but we didn’t spend all day on it!”
– Betty White, Saturday Night Live

30.  There are online communities for everyone
ranging from mothers to football fans
◦ Many companies build online “brand communities”
 Product and company rating websites
communities are destination sites for
purchasers
◦ Bizrate.com (one of top 100 web sites),
Epinions.com, TripAdvisor.com, etc.
 Consumer advocacy web sites give frustrated
consumers a voice
◦ Consumerist.com draws up to 1M visitors/day

31.  A blog can be a tree in
the middle of a deep
forest – or go viral as
people search, Digg, etc.
 Outrage spreads quicker
than delight
 A platform available to
everyone (online)

32.  Facebook: Private posts stay
among friends, fan page posts
searchable in Google
 Twitter: Tweets are searchable
in Google
 Blogs: Searchable everywhere
 Consumer/rating sites:
Searchable and explicitly
looked for by buyers
 What shows up when they
search your name or product?

33.  Dedicate resources to tracking your
“footprint” in social media
 Have a formal response strategy
 Integrate social media tools with your CRM
environment
◦ Log and track issues and responses
 Use social media proactively and not just
reactively
◦ Facebook fan pages, Twitter, integrated support
channels

34.  Thou shalt not blatantly
promote thyself
 Thou shalt engage your
community
 Thou shalt respond in
real time
 Covet not thy neighbor’s
followers
 Thou shalt remember
everyone is listening

35.  Thou shalt offer things of value
 Thou shalt keep things fresh
 Do not use your brand’s name in vain
 Thou shalt give your customers a spotlight
 Thou shalt integrate social networking with
your CRM systems

36.  Step 1: It’s a dialogue, stupid
 Step 2: Listen more than you talk
 Step 3: Make it right, but more so
 Step 4: Get them talking

37.  Lose the officious prose
 Social networks expect authentic,
informal communications from
real people – use the “Mom test”
 If you use words like “policy,”
“review,” “communications,” or
“inquiry,” your social networking
license is revoked!

38.  Acknowledge, acknowledge,
acknowledge
 Use the three “octane levels”
◦ Observation: “This was a big
inconvenience for you”
◦ Validation: “No one wants a
defective product”
◦ Identification: “We wouldn’t be
satisfied with that ourselves”
 Take the customer’s primary
agenda and frame it – literally
and figuratively

39.  In social networks, everyone
is watching – so your
response brands you
 Show genuine remorse
 Err on the side of
overcompensation
 Do not, do not, do not ever
call out your customer: the
saga of SWA and Kevin Smith

40.  Social networks make it easy
to “like,” “share,” or “re-
tweet” information to others
 Think in terms of “who
would forward this”
◦ A “wow” response
◦ Something of value
◦ Being interesting or unique
 What kind of service
experience gets spread
around in any medium –
social networking or not?

41.  You have to develop an engagement strategy
for social media
◦ Much more than monitoring and metrics –
consumers want a meaningful dialogue
 It’s not about adding headcount – it’s about
changing your service paradigm
 Marketing typically “owns” social media at
most companies – service needs to play too
 We communicate differently in a social media
world

42.  Twitter: @gallagherPOC
 Facebook: http://www.facebook.com/rich.gallagher
 My blog: http://point-of-contact.blogspot.com/
 My website: www.pointofcontactgroup.com
 E-mail: gallagher@pointofcontactgroup.com
Thank you for attending!

43.  For two free chapters
from Rich’s latest book
How to Tell Anyone
Anything, visit
www.HowToTellAnyone
Anything.com

44. Questions?
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