Microsoft Confidential

Social Media in Customer Service & SupportListening and Responding

Bill DeanSenior Director, BI & Analytics Nestor J PortilloDirector, Community and Online Support(@nportillo)

Things I’ve LearnedEveryone’s an expert in social mediaNo one is an expert in social mediaMarketing and Customer Service/Support are becoming inseparableMarketing is campaign-based and Customer Service/Support is ongoingSentiment is HARD…and often wrongIt takes courage to get started and keep goingTreat people equally no matter their status (learned by benchmarking thankfully)Text analytics is the futureSocial Media looks like RISK to senior leaders and looks like OPPORTUNITY to the rest of us

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If they Tweet it but no one is listening, are people even in pain?or Joy?

Participation is NOT Trivial

“Customer Service Meets Social Media” RightNow, 2009

Once you Listen, you’ll want to Engage. There’s no separating Listening & Engagement

In terms of Engagement…

Don’t dip your toe in the water if you’re not willing to get pulled in all the way!

Manual Search is hard

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Twitter results via search.twitter.com

Example Listening/Engagement Mechanisms

Lis

ten

ing

En

gag

emen

t

Internal

Tools

Internal

Tools

Example Tools

Filtering the “Conversation” for Engagement (illustration)

Proportions for illustration only

Simplified View of Twitter and Customer Service

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Analytics+

Engagement+

Involvement=

Goodness

𝑓 (𝑥)

When it all works out…

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Return on Community: Social Engagement through Influencers

Nestor J PortilloDirector, Community and Online Support

(@nportillo)

Influencers are independent experts who…

Structured Process

• Magnify the voice of the

customers• Catalyze conversations,

changes and innovations• Provide feedback, advocate for

products and support customers

Global Strategy, Local Engagement

ConnectorAmplifies conversations

and Word of Mouth

CriticProvides feedback, ideas and insights

CreatorAnswers questions, creates new content

CollectorOrganizes. Tags, rates, ranks and moderates

CollectorPre-ReleasePre-Release ReleaseRelease Post-ReleasePost-Release

Innovation Reach & Loyalty

MeasureEnable

+ Listen =

+ Status =

+ Tools =

+ = Access

Segment

Content /Experience

“There is nothing comparable on the market. It is new, fresh. It’s just different.”- Windows Phone MVP

“MVPs are among the top five world-class brand ambassadors” Mashable.com

A Windows MVP consistently ranks on the New York Times “Bestseller’s” list

A Japanese MVP wrote the 1st book of Windows Azure in Japanese

MSMVP Event: Bringing Exceptional Expertise to the Local Microsoft Store

Q&A

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APPENDIX

Other useful links

Kodak Social Media Tips: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf RightNow-- Customer Service meets social media http://www.rightnow.com/files/whitepapers/RightNow-Social-Contact-Center-White-Paper.pdf MicrosoftHelps on Twitter http://twitter.com/#!/microsofthelps PCWorld “Tech Support goes Social” (article) http://www.pcworld.com/article/224336-2/tech_support_goes_social.html

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Example of using Live Labs Pivot in Social

Data ‘source’

Product icons

“Offering” Language and

Translation