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UC Expo 2010 - How Social Media is making customer services more strategic

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UC Expo 2010 - How Social Media is making customer services more strategic

  1. 1. Customer & Service Orientated Communications Theatre
  2. 2. The value of microinteractions <ul><li>Every day: </li></ul><ul><ul><li>6,000 people by phone </li></ul></ul><ul><ul><li>300+ people by live chat </li></ul></ul><ul><ul><li>100,000+ people through social media </li></ul></ul>
  3. 3. How social media can make your customer service a strategic weapon Helen Trim, COO, FreshNetworks Talk to us: | | +44 (0)20 7692 4376
  4. 4. 76% of people don’t believe companies tell the truth in adverts
  5. 5. <ul><ul><li>Over 200 million </li></ul></ul><ul><ul><li>5 billion videos are viewed on YouTube every month </li></ul></ul><ul><ul><li>200 million blogs worldwide </li></ul></ul><ul><ul><li>10 billion ‘tweets’ within 2 years of launch </li></ul></ul><ul><ul><li>700,000 people join Facebook every day </li></ul></ul><ul><ul><li>250 million users visit Digg </li></ul></ul><ul><ul><li>2 billion images have been uploaded to FlickR </li></ul></ul>
  6. 6. Social media is not just about marketing
  7. 7. Word of Mouth Proactive Response Insight & Innovation Education Reputation Management Peer to Peer Support
  8. 8. Wait…what is social media? <ul><li>Online tools that help people interact, </li></ul><ul><li>collaborate and share content </li></ul>image: McCann Key Social Platforms Photo Sharing Blogging Video Sharing Micro Blogging Podcasts Message Boards Product Reviews Live chat Widgets Social Networks
  9. 9. A new strategy?
  10. 10. <ul><li>eg of Buzz Tracking </li></ul>1. Start mingling & being proactive What are they saying? Start responding, before issues escalate
  11. 11. listening correcting taking action informing we’re human educating offers
  12. 12. Richard uses Twitter to give information, to listen and to solve problems. And to show that he’s human.
  13. 13. He also encourages others to spread the word through their networks.
  14. 14. d
  15. 15. PR disaster?
  16. 16. No, because they are proactive!
  17. 17. Happy customer! <ul><li>This customer is not a ‘Troll’ but a loyal, family customer of Butlins and who feels genuinely disappointed with his stay. He apologises for the tone of his blog! </li></ul><ul><li>Butlins acknowledges comments and invites him to return to the resort to see that it is a one off. </li></ul>
  18. 18. 2. Become an internal font of knowledge Capture feedback Share with Marketing & PR & Product teams
  19. 20. 3. Encourage customers to help you & each other
  20. 21. One man has saved Dell $1m a year by answering questions about DVD Rom drives…
  21. 22. Yikes! Where do we start?
  22. 23. 5 Steps to heaven… <ul><li>Stop thinking like a cost centre </li></ul><ul><ul><li>Not just calls answered and resolved </li></ul></ul><ul><ul><li>Number ideas fed into product marketing </li></ul></ul><ul><ul><li>Number of PR opportunities created </li></ul></ul><ul><li>Find some social media enthusiasts and train them </li></ul><ul><ul><li>Role play different scenarios, mitigate your risks </li></ul></ul><ul><li>Go beyond your domain – start mingling and responding </li></ul><ul><ul><li>Listening tools </li></ul></ul><ul><ul><li>Find out who your influencers are and work with them </li></ul></ul><ul><li>Demonstrate the strategic component of your support efforts </li></ul><ul><ul><li>Show marketing, PR and product the value you bring and the messages you can support </li></ul></ul><ul><ul><li>And keep telling them… </li></ul></ul><ul><li>New tracking tools and CRM integration are inevitable </li></ul><ul><ul><li>Prioritise your responses according to influence </li></ul></ul><ul><ul><li>Capture interactions where you can </li></ul></ul>
  23. 24. and always be learning
  24. 25. Questions? <ul><li>FreshNetworks - a Social Media Agency, focussed on building and managing online communities </li></ul><ul><li>Software and services to help you achieve results with social media. </li></ul><ul><li>[email_address] </li></ul><ul><li>@helentr (Twitter) </li></ul><ul><li>0207 692 4507 </li></ul><ul><li> </li></ul>
  25. 26. © Copyright FreshNetworks 2009