Today’s consumer has digital connectivity at their fingertips 24/7, and they are flocking to social networks for customer care. Twitter alone recently reported a 250% increase in customer service-related content over the past two years, and 60% of these consumers expect a response within an hour or less. However, many if not most of these messages continue to be ignored. What’s the problem? Social media ownership was first tucked under Marketing, with a focus on branding and campaigns, but customer care queries through social networks continue to surge. Most Marketing teams are not trained to deal with customer service and do not prioritize these mentions. This disconnect is growing, and the failure to integrate and include customer service in overall social strategy is having a negative impact on company bottom line. Join this webinar and learn why it’s imperative for Customer Service and Marketing to collaborate on social media efforts to provide the best customer experience. We’ll cover the key considerations for developing a mutually beneficial program, and discuss how strong social care drives brand advocacy and overall revenue.

1. Social Media Customer Care:
The Battle for Ownership

2. 2
SOCIAL MEDIA OWNERSHIP
Marketing | PR
Corporate Communication
Customer Service
THEN NOW

3. 3
Socially vocal…and expects to be heard
TODAY’S CONSUMER
of social media posts
relate to customer service
Of consumers who reach
out to companies via social
media expect response
within 1 hour or less
Of customer service will
be conducted via social
media by 2020
67% 60% 90%

4. 4
SOCIAL MEDIA OBJECTIVES
Key Differences
MARKETING CUSTOMER SERVICE
Productivity
Quality Assurance
Speed of Response
Satisfaction
Brand Awareness
Brand Sentiment
Content Engagement
Brand Advocacy

5. 5
THE LINK BETWEEN CUSTOMER SERVICE & REVENUE
Of consumers have spend
more due to good
customer service
Annual revenue loss due to
poor customer service
74% -$41B

6. 6
SOCIAL MEDIA OBJECTIVES
Key Differences
MARKETING CUSTOMER SERVICE
Productivity
Quality Assurance
Speed of Response
Satisfaction
Brand Awareness
Brand Sentiment
Content Engagement
Brand Advocacy
=

7. 7
SOCIAL MEDIA MUTUAL OWNERSHIP
Key Considerations
Social Presence
- Dedicated care channels?
Technology
- Shared platform
Prioritization of Volume
- Direct mentions vs. indirect mentions
Hours/Days of Support
- Client vs. customer expectations
Program Optimization
- Reporting, data analysis, actionable insights

8. 8
INSIGHTS BY
Nick Sellers
Senior Director, Strategy & Marketing
To learn more about SM|Edge, the SYKES social media customer care solution: www.sykes.com
Sarah Grace McCandless
Director, Global Product Management,
Digital Solutions
To listen to the complete webinar, visit: Social Media Customer Care: The Battle for Ownership