energy digital summit 012215 final public.pptx
Post on 18-Jul-2015
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Listening to, engaging with and caring for customers with social storytelling Engaging with more customers more effectively and efficiently while driving loyalty
SURROUND SOUND
EMBEDDING SOCIAL MEDIA
STORYTELLING
Breaking thru complacency and evolving our marketing communications Adding “one more thing” to your social programs…
PEOS
PE O S
§ Social agents are able to handle 4-8 times more issues/hour than phone agents (Garner 2012)
§ Preemptive SCS (reaching out) can reduce call volumes 30% and increase customer retention 3-5% (Enkata 2012)
§ SCS costs 1/6th the cost of phone interactions, 1/3-1/5 the cost of email interactions (NM Incite 2012)
Is SCS a big deal? These stats speak for themselves. Social Customer Service (SCS)
$5 / $10 / $15
Within a few days or so
Within 5 minutes
Within 15 minutes
Within 30 minutes
Within one hour
More than one hour, but later
same day
From days to hours to now minutes and seconds… The Customer’s Expectations Are Changing, too.
How soon after you contact a brand on social media do you expect a response?
Source: Edison Research
2,500+ followers
@BofA_Help still can’t get the mobile check deposit app to work. crashes every time I submit check for deposit #fail
Adam Brown @adamcb
Social Customer Service is Engagement at Scale
Support Case
Marcomm Insights • Media Monitoring • Early Warning Radar • Message Testing • Search Enhancements • Influencer/Detractor Identification • Competitive Insights (SOV) • Regional Issues/Opportunities
R&D Insights Social Customer Care
Actionable Marketing Insights Social Listening for Support, Insights & Sales
What is one piece of ACTIONABLE listening data
you can share within your department and organization that you’re not sharing now?
Which department outside of yours will you work with to better EMBED social media
into the fabric of your organization?
There are a lot of things you can measure…
• Number of followers • Number of updates • Number of engagements (likes, shares,
comments, favorites, retweets) • Number of views/downloads • Net positive mentions (and negative) • SOV versus competitors • Net potential reach • Customer service requests • Customer service resolutions • Positive mentions of a product
• Likes of posts about the product • Likes of other company posts • SOV of chatter about the product • Sentiment changes on product chatter • Click-thrus to product Web page • Sales conversions from Web page
click-thrus • Click-thrus to other earned/owned
properties • Coupon and promo redemptions
REVENUE Making a Dollar
COST SAVINGS Saving a Dollar
For your organization, is success defined more around…
Social Sales Lead Generation
Productivity Gains/Operational Efficiency Business Insights Crisis Avoidance Social Customer Service Media Efficiency
BRAND & DIGITAL • Net Advocacy Score (Our own real-time NPS) • Overall Brand Sentiment • Share of Voice • Facebook PTA and Twitter Hashtag Usage • Attributable Site/App Traffic • Friends & Followers*
CSAT • Customer Touches (Directed & Undirected) • Overall Brand Sentiment • Pre & Post-Interaction Sentiment
FINANCIAL • Cost Avoidance • Attributable Redemption (Coupons) • Attributable Sales
Using established KPIs that are trusted in your organization…
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