SOCIAL MEDIA STRATEGIES SUMMIT SAN FRANCISCO, CA FEB. 7-9, 2017 BUILDING A SOCIAL MEDIA CARE PROGRAM THAT DRIVES BRAND ADVOCACY AND REVENUE

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1 SOCIAL MEDIA STRATEGIES SUMMIT SAN FRANCISCO, CA FEB. 7-9, 2017 BUILDING A SOCIAL MEDIA CARE PROGRAM THAT DRIVES BRAND ADVOCACY AND REVENUE

2 AGENDA Introductions & Social Program Overviews Social Media State of the Union Marketing & Customer Service: Leveraging Social Care to Drive Brand Advocacy and Overall Revenue Social Care Ownership Social Media Objectives: Key Differences Link between Customer Service, Revenue, and Marketing Developing a Mutually Beneficial Social Media program: Tactical Considerations Social Trends 2017 Reactive + Proactive Strategies Case Study 2 Q&A, Closing Remarks

3 N e s t S o c i a l M e d i a : C o n s i d e r a t i o n s INTRODUCTIONS Social Media Strategies Summit San Francisco, CA Feb. 7-9, 2017 Introductions Name Social Program Overview Current social channel ownership Company (industry, size, location) + position & time in current role Primary goal for summit / workshop Example of strong social media presence / program (can be any brand or company) Current support: channel priorities, hours/days, languages, volume, sentiment, topic focus Social care management tools / platform Key metrics Challenges: what s working, what s not? 2017 strategy / goals, including product priorities 3

4 N e s t S o c i a l M e d i a : C o n s i d e r a t i o n s INTRODUCTIONS Social Media Strategies Summit San Francisco, CA Feb. 7-9, 2017 Background Previous Experience: Marketing Director, Dark Horse Comics Brand Manager, New Media Strategies (agency; now MXM) Consultant: Animal Planet, USO, Delivery Agent Director of Strategy, Swift Collective (agency) Current Role Director, Global Product Management, Digital Solutions, SYKES SYKES is a global leader in Customer Interaction Management. Through innovation and analytics, we deliver consistent, high quality customer service for leading companies around the world through multiple communication channels, including phone, , web, chat, and social media Author of two novels; contributing writer for numerous publications and blogs SM Edge is a strategic SYKES solution providing comprehensive, cost-effective global social media customer care 4

5 SOCIAL MEDIA: STATE OF THE UNION Digitally Connected Socially Active Voicing Opinions Expects to Be Heard 5 Sources: J.D. Power & Associates, Twitter for Customer Service Playbook, Sprout Social Index, Gartner, American Express Global Customer Service Barometer, Harvard Business Review, Aberdeen Group

6 MARKETING & CUSTOMER SERVICE Leveraging Social Care to Drive Brand Advocacy and Overall Revenue 6

7 SOCIAL MEDIA OWNERSHIP Then and Now MARKETING PR CORPORATE COMM. CUSTOMER SERVICE 7

8 SOCIAL MEDIA OBJECTIVES Key Differences Marketing Customer Service Brand Awareness Brand Sentiment Content Engagement Brand Advocacy Productivity Quality Assurance Speed of Response Satisfaction 8

9 LINK BETWEEN CUSTOMER SERVICE & REVENUE 9 Sources: J.D. Power & Associates, Twitter for Customer Service Playbook, Sprout Social Index, Gartner, American Express Global Customer Service Barometer, Harvard Business Review, Aberdeen Group

10 LINK BETWEEN CUSTOMER SERVICE & MARKETING Marketing Brand Awareness Brand Sentiment Content Engagement Brand Advocacy Customer Service Productivity Quality Assurance Speed of Response Satisfaction 10

11 SOCIAL MEDIA MUTUAL OWNERSHIP Key Considerations Working Discussion SOCIAL PRESENCE Dedicated care channels? HOURS/DAYS OF SUPPORT Client vs. customer expectations TECHNOLOGY Shared platform PRIORITZATION OF VOLUME Direct vs. indirect mentions OMNICHANNEL INTEGRATION Protocol for shifting channel support method SOCIAL EDITORIAL CONTENT Organic and paid publishing schedules PROGRAM OPTIMIZATION Reporting, data analysis, actionable insights

12 Q&A WORKSHOP BREAK Social Media Strategies Summit San Francisco, CA Feb. 7-9, 2017 MARKETING PR CORPORATE COMM. CUSTOMER SERVICE 12

13 O b s e r v a t i o n s Looking SOCIAL MEDIA TRENDS Ahead at 2017 Highlights Bot/AI Technology in Social Media SYKES POV: Bot/AI can be very effective as a Social IVR when used correctly (with limited decision tree) as a complement to human agent support (but not replacement of). New functionalities in Twitter DM and Facebook Messenger leveraging bot/ai technologies with specific focus on customer service Companies can experiment with how new Twitter features Welcome Messages and Quick Replies work via DM account. Channel Considerations: Social Care Actionable Volume Growth No longer just Facebook and Twitter: increasing customer service-related volumes on Instagram, Snapchat, and consumer review sites Reactive + Proactive Social Care Strategy 13

14 TODAY S Rx: REACTIVE SOCIAL CARE Monitor Direct Mentions Respond Repeat 14

15 NEW Rx: PROACTIVE SOCIAL CARE Reach Out Ask Inform 15

16 SOCIAL MEDIA CUSTOMER CARE Proactive Strategies + Tactics for Consideration 16

17 TELL THEM WHERE YOU ARE The Proactive Approach 17

18 THINK NEWSROOM (NOT TRIAGE CENTER) The Proactive Approach 18

19 USE SOCIAL INTELLIGENCE AS A COMPASS The Proactive Approach 19

20 HELP CUSTOMERS HELP THEMSELVES The Proactive Approach 20

21 CAST A WIDER LISTENING NET The Proactive Approach 21

22 GO THE (UNEXPECTED) EXTRA MILE The Proactive Approach 22

23 BUILD SOCIAL PREPAREDNESS KITS The Proactive Approach 23

24 CASE STUDY Driving Social Media Customer Care Support from <1% to 20% 24

25 THE CHALLENGE Leading Gaming Console Manufacturer: USA Social Support Customer Insights Client maintains a passionate fan base that is digitally savvy and digitally vocal At program onset in 2014, average of 10K social care Tweets per week, with 30-40% identified as actionable opportunities Channel Mix 2014 customer support channel mix: Client needed a cohesive social media program that could help drive social care from fielding <1% to 20% of overall customer support by FY16/17 25

26 THE APPROACH Leading Gaming Console Manufacturer: USA Social Support Program launched Q3/Q4-2014, with command center operations based out of Las Vegas and El Salvador. Supported in English and Spanish for 1-on-1 Twitter engagement through dedicated care handle, 6a-10a PT (16 hours a day), 7 days a week.

27 THE SOLUTION Leading Gaming Console Manufacturer: USA Social Support Channel Focus Current Priorities Twitter Community: 1M+ Mentions: 25K/week Actionable 40-45% If an issue cannot be resolved in social, social agent can also invite the user to continue their conversation through a live chat session. 27

28 BENEFITS & RESULTS Leading Gaming Console Manufacturer: USA Social Support Proactive Social Care Strategy in tandem with Reactive Support Initiatives include: Developing broadcast social care content strategy for mass updates and common/pervasive issues; provides a one-to-many solution with the ability to immediately reach the community of one million followers, along with additional visibility via retweets Informing customers served on voice and chat of social options for future support needs Prominently featuring social support options on website under help options 28

29 BENEFITS & RESULTS Leading Gaming Console Manufacturer: USA Social Support Proactive Social Care Strategy in tandem with Reactive Support FY16/17 STRATEGY FY15 MIX FY14 MIX Social serves as early warning system for voice and chat support, providing case deflection for these channels With proactive tweets noting awareness with a network issue, we can track an immediate impact on decreasing volume in other queues Leverage social to post voice or chat information to advise consumers on wait times for each channel to help alleviate and transfer incoming volumes 29

30 Q&A CLOSING REMARKS Social Media Strategies Summit San Francisco, CA Feb. 7-9,