Social Media & Customer Service

Interactive Intelligence EMEA Partner Conference

12 April 2011

John Meulemans

GOODMORNING

SOCIAL STRATEGY & CONCEPTS, SPEAKER, BLOGGER.

QUESTION:
PUT YOUR HANDS UP IF YOU USE...

LINKEDIN

FACEBOOK

FOURSQUARE

PEOPLE USING FOURSQUARE IN HERE

TWITTER

#inin

#inin @j0hn

@j0hn

MEET DAVE

AGENDA

MEET DAVE

“UNITED BREAKS GUITARS”

ESTIMATED COSTS FOR UNITED $180M

NOWADAYS THIS COULD HAPPEN TO ANY BRAND

AND IF IT AIN’T YOUR CUSTOMERS

IT’S YOUR PERSONNEL

SOCIAL MEDIA & CUSTOMER SERVICE.

AGENDA

SOCIAL MEDIA LANDSCAPE

THE PROBLEM WITH SOCIAL MEDIA

6 REASONS TO EMBRACE SOCIAL
ESPECIALLY YOU!

SOCIAL MEDIA STRATEGY

TRENDS AND SOME OTHER PREDICTIONS

Kudo’s to @armano, @mzkagan & @owyang

SOCIAL MEDIA
LANDSCAPE

TIME FOR SOME ACTION

SOCIAL MEDIA LANDSCAPE QUIZ

Question 1: Which answer is true?

a) 40% is older than 35 b) 50% logs in every day c) Average time per visit is 20 minutes d) 70% of the users are non-US e) All of the above

Question 2: 34 hours of video is being uploaded each...

a) Day b) Hour c) Minute

Question 3: The number of pictures on Flickr?

a) 3B b) 5B c) 30B

Question 4: What do Lostpedia, Wookiepedia and Trivialibrary have in common?

a) Developed by brands b) Episodes of Lost c) Wiki’s

My favorite wiki

Question 5: What’s the average number of tweets per day?

a) 5.000.000 b) 10.000.000 c) 45.000.000 d) 90.000.000

Question 6: Which Foursquare stats are correct?

a) 99% checks in at least once b) 79% checks in at a minimum of 25 venues c) 77% checks in more than 30 times a month d) All of the above

PS: 8 M users in April 2011. Growth now 1M users per month.

For the die-hards still standing!
What’s the number of Facebook users worldwide? 600+M If Facebook were a country, it would be the...? 3rd biggest country in the world What’s the average number of tweets per second? 750 (with a 3.085 record during a game of Lakers - Celtics) What’s the number of video’s watched on Youtube per day? 100 million How many Wikipedia articles are there? 14 million

What do all these examples have in common?

It’s about sharing
People 'connect' and exchange 'information'

A new culture of sharing ‘information’: 1: Worldwide growth of the internet population 2: Massive growth in use of social networking 3: Increase of sharing in general

RESULTS: A NEW REALITY OF TRANSPARENCY WHY IS THIS INTERESTING?

THE PROBLEM WITH

SOCIAL

MEDIA

SO WHY DO SO MANY
SOCIAL MEDIA INITIATIVES FAIL?

HORSELESS CARRIAGE SYNDROME

DEFINITIE

?
30 maart 2011

[definition] Websites where people connect and exchange information in order to get what they want from each other.

Visie op social

Websites where people connect and exchange information in order to get what they want from each other.

Wait a minute... isn’t that....

THE INTERWEBS? A.K.A. THE SOCIAL WEB.

BECAUSE THE TECHNOLOGY
THAT MAKES SOCIAL MEDIA SOCIAL IS EVERYWHERE

DEFINITIE

ALMOST EVERY WEBSITE HAS ‘SHARE THIS’ BUTTONS.
30 maart 2011

SOCIAL EMAIL, VERY INTERESTING OPPORTUNITIES.
30 maart 2011

DEFINITIE

SOCIAL SEARCH +1
30 maart 2011

DEFINITIE

SOCIAL GOES MOBILE.
30 maart 2011

DEFINITIE

FACEBOOK INTEGRATION OF PS3 AND XBOX.
30 maart 2011

SOCIAL ADS.
30 maart 2011

CONCLUSION:
THE SOCIAL WEB IS EVERYWHERE, ALWAYS...

CAMPAIGNS STOP, CONVERSATIONS DON’T.

SOCIAL IS STRUCTURAL
CAMPAIGNS ARE ACTIVATIONS

SOCIAL MEDIA: A MARKETING & SALES EFFORT?

R&D

IT

HR PR

SALES

MARKETING

CUSTOMER SERVICE

SOCIAL TOUCHES ALL OF THESE.

HUGE IMPACT ON SKILLS AND PROCESSES.

TELL ME AGAIN
WHY IS SOCIAL MEDIA SO INTERESTING?

6 REASONS
TO EMBRACE

SOCIAL

REASON 1

SOCIAL NETWORKING

90% 10%

9 out of 10 Internet users visited a social networking site each month in 2010
PEW Internet 2011

REASON 2

TIME SPENT ONLINE
30% 25%

22,7%

20% 15%

10,2%

10%

8,3%

5% 0%

SOCNETS

GAMES

E-MAIL

Social networking is the most popular online activity
Forrester 2010

REASON 3

TRUST

The problem with corporate communication
Edelman 2009

REASON 4

INFLUENCERS

70% trusts experts above their friends

Edelman 2011

REASON 5

SOCIAL DEMOCRATIZES COMMUNICATIONS

REASON 6

SOCIAL MEDIA IS WORD OF MOUTH ON STEROIDS

AND WHY IS THIS IMPORTANT

FOR YOU?

IT’S ALL ABOUT...

CUSTOMER SERVICE!

THERE IS NO CONTROL.ONLY THE IDEA OF CONTROL.

MAKE SURE WHAT THEY SAY ABOUT YOU IS POSITIVE.

WELCOME TO THE THANK YOU ECONOMY.

BE REMARKABLE: ZAPPOS GETS IT.

IT’S ABOUT GIVING.

SOLVING PROBLEMS.

>THE CUSTOMER WILL DO THE MARKETING FOR YOU.

EXTENDING CUSTOMER SERVICE.

AND THESE WERE
ONLY THE NEGATIVE EXPERIENCES!

FIND AMBASSADORS.FACILITATE & ACTIVATE THEM.

FIND INFLUENCERS. ENGAGE THEM. INVOLVE THEM.

FIND HOTSPOTS. INTEGRATE IN COMMUNICATION.

CUSTOMERS CAN ALSO HELP EACH OTHER.

SO LET ME REPEAT
THE BASIC PRINCIPLES OF THE SOCIAL WEB & CUSTOMER SERVICE

LET GO THE IDEA OF CONTROL YOU BETTER BE REMARKABLE, IT PAYS OFF RESPOND TO BOTH NEGATIVE AND POSITIVE POSTS YOU GIVE MORE, YOU GET MORE FOCUS ON INFLUENCERS DON’T FORGET AVERAGE JOE SCALE YOUR INITIATIVE WITH AMBASSADORS

THE BASICS PRINCIPLES

AMEN.

SOCIAL MEDIA STRATEGY

LISTEN & LEARN

OUTREACH
MONITORING

STRATEGY

EMBED

CONCEPT

MAKE THE RIGHT STEPS.

LISTEN & LEARN
INTERNAL & EXTERNAL (SCAN THE WEB)

SOME MONITORING SOLUTIONS.

STRATEGY (WHAT)
SUPPORT YOUR (FUTURE) CUSTOMERS

CONCEPT (HOW)
MAKE SURE YOU’RE RELEVANT & REMARKABLE

CONTENT IS KING. CONTEXT IS GOD.

EMBED
TRAINING, POLICY, PROCESS AND STRUCTURE

A TASKFORCE OF CUSTOMER FACING DEPARTMENTS.

OUTREACH
ALPHA & BETA WITH INFLUENCERS & AMBASSADORS

KEEP MONITORING
A DASHBOARD FOR EVERY DEPARTMENT

EXAMPLE OF A DASHBOARD.

TRENDS
AND SOME OTHER

PREDICTIONS

SOCIAL CRM: INTERACTIVE INTELLIGENCE & BUZZIENT RADIAN6 & SALESFORCE.

CUSTOMER SUPPORT GETS ITS THANK YOU DEPARTMENT.

LOCATION, LOCATION, LOCATION...

GAMIFICATION: USE OF GAME THINKING AND GAME MECHANICS TO CREATE ENGAGEMENT AND SOLVE PROBLEMS.

DEFINITIE

WE WILL CONTINUE TO SHARE MORE AND MORE.
30 maart 2011

SO
ONE MORE

THING...

MORAL OF MY STORY TODAY
IF YOU GO STAGE-DIVING...

MORAL OF MY STORY TODAY
THE SOCIAL WEB IS NOT THE FUTURE THE FUTURE LIES IN CUSTOMER SERVICE

THANK YOU

QUESTIONS?

CONTACT
Paolo Martorino +31 62 502 26 88 paolo@3sixtyfive.co John Meulemans +31 62 507 81 70 john@3sixtyfive.co Nicole Niemann +31 63 947 92 79 nicole@3sixtyfive.co

Visit our website www.3sixtyfive.co

Preso on slideshare.net/john

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