Cover Slide

VIPdesk Webinar Series April 6, 2010

Incorporating Social Media and Incorporating Social Media and
Customer Service: How to Develop a
Strategy
Todays Presenter:
Blake Cahill: SVP of Marketing, Visible Technologies
T d H t
Welcome to todays Webinar! The presentation will start shortly.
Todays Host:
Mary Naylor: CEO, VIPdesk
Welcome to today s Webinar! The presentation will start shortly.
Todays presentation is being broadcast through the Internet. You do not
need a conference dial-in number.
T h t d bi i l t th l k d To hear todays webinar, simply turn the volume up on your speakers and
you will be able to hear the presentation via your computer.
About Todays Host
Mary Naylor
CEO
VIPdesk
Mary Naylor is the CEO and Co-founder of VIPdesk
VIPdesk provides concierge-quality contact center
l i f l di l b l b d h h solutions for leading global brands through our
nationwide network of home-based demographically
matched Brand Ambassadors, Concierge, and
Customer Service Representatives.
VIPdesk provides its clients Concierge, Contact
Center, and Social Media support services.
VIPd k i ti ll i d th h VIPdesk is continually recognized through numerous
awards, including the Inc. 500, Inc. 5000, NCBEA
Business Ethics Award, Stevie Awards for Women in
Business and Smart CEO Future 50.
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About Todays Presenter
Blake Cahill
SVP of Marketing
Visible Technologies Visible Technologies
Blake is the SVP of Marketing with Visible Technologies
He develops and leads all of Visible Technologies
activities/programs related to sales, business
development, brand development, market positioning
press and analyst relations lead development and thought press and analyst relations, lead development, and thought
leadership.
Blake is passionate about the role of social media in corporate
communications and is a frequent speaker on the influence of communications and is a frequent speaker on the influence of
social media.
He is a member of WOMMA and MTIX.
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Company Background
Visible Technologies
Powered by the industry-leading truCAST technology platform, Visible
Technologies helps clients successfully monitor, analyze, and participate in Technologies helps clients successfully monitor, analyze, and participate in
social media conversations, as well as protect their reputations online
Founded in 2005
d i ll i h l Headquarter in Bellevue, WA with 95+ employees
Sample Customers: Microsoft, Xerox, Autodesk, Dr. Pepper
Awards Won:
Todays Agenda
Setting goals and objectives for your social media efforts
Getting buy-in
Resources required to successfully implement a social
media plan
Tools to use
Measurement of success Measurement of success
And more!
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Wh i S i l M di Why is Social Media
Important to Important to
Customer Service Customer Service
Organizations? g
Social Social
Media Has Media Has
Exploded Exploded
4 OUT OF 5 AMERICANS
USE SOCIAL MEDIA.
Forrester,TheGrowthOfSocialTechnologyAdoption,2009
of bloggers post opinions about products & brands
of consumers trust peer recommendations
of those users blog or tweet daily
CONSUMERS CONSUMERS
NOW CONTROL
THE
CONVERSATION
(In other words)
CONVERSATION
DONT DON T
PANIC PANIC
Social Strategy Social Strategy
Challenges & Challenges &
Opportunities pp
Social Media Challenges for Organizations
Overwhelming amounts of datadetermining what to track
and analyze
S i i i h d i f l d id if i Separating insights and issues from useless dataidentifying
who and what matters
Communicating with your customers in an organized Communicating with your customers in an organized,
effective manner
Coordination of ownership/participation across the Coordination of ownership/participation across the
organization
ROI measurements ROI measurements
Benefits of Driving & Engaging with Social Media
Reputation
M t Management
Customer
Service
Marketing
Competitive
Intelligence
Adoption spans the enterprise from: Marketing,
Operations, Sales, and Customer Support
Product and Services Positioning
Research and Innovation
Strategic
Trade Promotion Management
Product and Services Positioning
Customer Relationships
Customer Support
Customer Promotion Management
Trend and Sentiment analysis
Identify Consumer Segmentation
Enterprise Business Intelligence Integration
Marketing Relationship Management
Monitor Brand & Image
Manage Crisis Communications
Tactical
Marketing Relationship Management
Reputation Management
Be a proactive part of the conversation Adapt to Changing Market Conditions
Listen & Learn Engage & Respond
By Listening and Learning any organization will more effective Engage with and Respond to
customer needs. Empower customers and create loyal and satisfied customers
D l i Developing a
Customer Focused Customer Focused
Social Media Social Media
Strategy gy
Social Strategy Objectives
Objectives for Social programs need to be clearly outlined so that
team members understand the bigger picture surrounding their
individual roles.
Some common goals include:
Changing customer service perceptions from negative to neutral or
positive pos t e
Providing fence sitters (neutral and mixed sentiment) with technical
information and guidance to promote educated purchasing decisions
while increasing positive sentiment while increasing positive sentiment
Driving traffic and technical discussions back to the companys own
forum and blogs
Building relationships with key influencers (top authors)
Building brand awareness
i i l Promoting special events
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Getting corporate buy-in
It is necessary to have corporate buy-in in
order for any customer-facing program to
succeed succeed
Develop a plan and present hard data re: the
benefits of social customer service to the
corporate bottom line
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Th D d D t The Dos and Donts
of An Effective of An Effective
Social Media Social Media
Strategy gy
Before Getting StartedAsk yourself
What do I want to know? What do I want to know?
What customers think about my company, competitors, service
levels, products, etc.?
Issues or problems with my company's offerings? Issues or problems with my company s offerings?
Who needs to know?
Executive team, service and support staff, managers, sales and
marketing department? marketing department?
What do I want to do with this info?
Improve my offerings, stay competitive, retain customers?
Wh l t li ? Where are my relevant consumers online?
yelp, citysearch, community forums, twitter, review sites?
What are the right topics to monitor?
What key words or phrases should you be monitoring?
What tools should I use?
Whats available to monitor and measure social media? What s available to monitor and measure social media?
Begin with a Framework
Measure
Engage
Learn
Listen Repeat! 1 2 3 4 5 Engage Listen
Listen to find
the right
conversations,
Learn from the
wisdom of the
crowd about
Measure the
impact on your
brand and
Engage with
consumers and
key influencers
Repeat! 1 2 3 4 5
conversations,
sites and online
communities
crowd about
customer
perceptions and
experiences
with your
products and
brand and
benchmark
against your
competitors to
improve your
business
key influencers
to change
negative
perception and
build brand
loyalty p
services and
competitors
b y y
DONT MARKET DONT MARKET
YOUR MESSAGE CREATE YOUR MESSAGE CREATE
SOCIAL
EXPERIENCES
SOCIAL SOCIAL
CONVERSATIONS CONVERSATIONS
MUST BE MUST BE
ALL-INCLUSIVE
SOCIAL SOCIAL
CONVERSATIONS CONVERSATIONS
MUST BE MUST BE
VIBRANT
SOCIAL SOCIAL
CONVERSATIONS CONVERSATIONS
MUST BE MUST BE
AUTHENTIC
SOCIAL SOCIAL
CONVERSATIONS CONVERSATIONS
MUST BE MUST BE
TRANSPARENT
Scaling Social Programs
Scaling the Program
Involvement for engagement
will depend on the type:
marketing crisis
Program
D l t
Pilot & Listen Engagement Strategy Expansion
marketing, crisis
management, customer
service, tech support
Full time engagers should be
able to respond to
i t l 20 60 th d
Indirect
Engagement
Direct
Outreach
Development
approximately 20 60 threads
per day
Most companies will start
with 1 3 part time, and ramp
up to 2 3 full time engagers
d di
Learn
Engagement
or more, depending on
volume and complexity of
content
Listen
Strategy based on solid understanding of Influencer needs
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Defining Components
A ti bl C t t Actionable Content
Its important to identify for engaging team members what content is considered
to be actionable, or engagement-worthy, content. Examples of commonly flagged
content appropriate for engagement include:
Posts with positive, neutral, or mixed sentiment
Posts written within the past 5 days, or still have active comments
Posts where users are asking questions and requesting more information Posts where users are asking questions and requesting more information
Posts that contain inaccurate information about your brand or product
Blacklisted Content
Sometimes users will need to refrain from responding to particular types of
content or sites where corporations are strictly prohibited from participation
without paid subscription. Examples of commonly blacklisted content include:
Posts that are flaming raging or use excessive profanity Posts that are flaming, raging, or use excessive profanity
Posts that are older than 5 days, or no longer have active comments
Posts on sites X, Y, and Z which prohibit corporate participation
Pricing Discussions
33
Five Tips for Success
Build strategy with scalability in mind
Monitoring should answer business questions
Execute disciplined participation
Measure and modifyy
Strategy + people + technology + services
34
Be Where Customers Are
Dont just participate where your CEO thinks you
should be
Id if h d d l Identify where your customers are and develop a
presence where they can easily communicate with
you y
Determining the forums in which to participate
should be an early part of your research and
planning
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Howto Measure How to Measure
Success
Determine Success Metrics Early Wheres the ROI?
Conversation volume
Conversation Sentiment
Author Influence
Relevance Conversation Sentiment
How big is
the space?
What is
the overall
Whos
Relevance
the overall
sentiment
?
How well are my
engagements
important?
What sites are
How much
is
relevant?
doing?
What sites are
they on?
Whats the
overall topic
breakdown?
Success Metrics - Sentiment Analysis
Tracking changes in
sentiment of conversations
overtime (in conjunction with
ti t k b k t actions taken by marketers
or organizations to move this
indicator) is a KPI (Key
Performance Indicator) that
most best-in-class
organizations have adopted.
Note: Our client data
suggests that typically, less
than 25% of statements
made about any given topic made about any given topic
within the social media space
contain sentiment.
Case Study: DIRECTV y
Listen Act Learn Adapt
d d h b [ to immediate needs ] [ to change best practices ]
Listen Again
[ for impact ]
Case Study #2
You Do Not Control The Message g
Our Loyal Customer
Acting on LA LA over 30 days
Listen Act Learn Adapt Listen Act Learn Adapt
Listen Act Learn Adapt
i l l Listen closely.
Act on what you hear.
Learn what is important.
Adapt Business Practices. p
=
Loyal Customers Loyal Customers
+
Relevant Products & Services Relevant Products & Services
Questions
Thank You
Blake Cahill
SVP of Marketing, Visible Technologies
blake@visibletechnologies.com g
On twitter at: @bcahill
www.visibletechnologies.com
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Upcoming VIPdesk Webinars
April 27: Learn how to improve your
customer experience via a home-based team
May 11: Social Media: How it Fits Into Your
Customer Marketing and Retention Strategy
May 25: Virtual Customer Care and the
Financial Services Industry Financial Services Industry
For more information or to register for the
VIPdesk Webinar series, visit
www.vipdesk.com.
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Thank You for Attending!
Blake Cahill
SVP of Marketing
blake@visibletechnologies.com
www.twitter.com/bcahill
www.visibletechnologies.com www.visibletechnologies.com
Mary Naylor
CEO
mnaylor@vipdesk.com
www.twitter.com/vipdesk
www.vipdesk.com
(703) 837-3501
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