social media week: the social engagment hub

The Social Engagement HubRe-Imagining The Contact Center As A Critical Marketing Tool

Brought to you by:

Powering Social Customer Service

#smwCustServ

Joshua March, CEO & Co-Founder

@joshuamarch

2@joshuamarch

Social used to mean outbound marketing

3@joshuamarch

We believed social was more important than that

4@joshuamarch

Social customer service is now real for leading brands

5@joshuamarch

Move to Social Engagement Hub

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Today

Michael Brito, SVP Social Business Strategy, Edelman Digital, “How social customer service can impact your business”

Alon Waisman, Social Media Operations Manager, GoDaddy“Surprise them, they’ll love you for it”

Sean Valderas, Care Social Media Manager, Nokia“Nokia’s Social Care”

Evan Shumeyko, CRM and Customer Engagement Practice, Ogilvy Digital Leading our discussion and Q&A

@joshuamarch

The Social Engagement HubHow social customer service can impact your business

Michael Brito, SVP Social Business Strategy Edelman Digital

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Everyone is influential

Despite # of fans, friends and followers … Klout score too!

@Britopian

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The Data Doesn’t Lie

Solving customer issues quickly and efficiently is a business imperative!

Joint venture between Nielsen and McKinsey & Company

@Britopian

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The Data Still Doesn’t Lie

It’s also imperative to listen beyond your owned media channels

Joint venture between Nielsen and McKinsey & Company

@Britopian

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The positive impact of social customer serviceFostering shared value for all stakeholders, specifically customers

@Britopian

OPER

ATIO

NA

LEXC

ELL

EN

CE

INTERNAL(employees)

EXTERNAL (customers, partners, media)

THE SOCIAL BUSINESS

SALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACK

COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTION

COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT

PROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACY

SO

CIA

L B

RA

ND

1

2

4

3

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The positive impact of social customer serviceThings we intuitively know …

@Britopian

Repeat Sales & Customer Loyalty

Decreased calls to the call center

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Empowering customer advocacy

If you love your customers, they will love you back and tell others…

@Britopian

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Customers impact the purchase funnel

Through organic conversations, they are aiding and influencing others

@Britopian

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Social customer service and the content opportunity

Leveraging inbound support issues to feed the content engine and own Google

@Britopian

Inbound customer support

database or knowledgebase

Content Filter

Content Creation Process

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Thank you!

Michael BritoSVP, Social Business StrategyEdelman DigitalMichael.Brito@Edelman.com@Britopian

@Britopian

Surprise Them: They’ll love you for it

Alon Waisman@MowAlon

Social Media Operations Manager

What is Social?

Loyalty

Advocacy

Authenticit

yIntimacy

Connection

Personalit

yHumanit

y

Be NICE

Be REAL

Broken expectations

yield

strong reactions

Photo credits

1. Lead me, kelsey_lovefusionphoto,

http://www.flickr.com/photos/supersonicphotos/4521300451/

2. Smiley, thebaldwin, http://www.flickr.com/photos/thebaldwin/4519511866/

3. Miracle on 34th St, 20th Century Fox

Nokia Internal Use Only

29 © Nokia 2011 Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer]

Sean ValderasCare Social Media Manager

Nokia’s Social Care

Nokia Internal Use Only

Organizational approach to social mediaCare / Marketing / Communications

Marketing

Comms Care

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CareObjectives: support and retain customers, capture product and service feedack & insights

CommsObjectives: influence discussion, set agenda, manage reputation

MarketingObjectives: build buzz, drive advocacy, support sales

Specific business related objectives and metrics

Nokia Internal Use Only

Organizational Approach

Care Expertis

e in Social

13 years exp Services & Applications

15 years exp

Product Quality

2 years exp

Social Media & Training

11 years exp

Product Training

14 years exp

Product Quality

13 years exp

Product Quality

15 years exp

Product Training

Microsoft

R&D

Product Quality

Corrective Action

Nokia Knowledg

ebase

Let’s Discuss

#smwCustServ