socap 2012 symposium/ ogilvy social crm workshop
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Social CRM Social CRM A Workshop for Care Experts
Evan C. Shumeykoevan.shumeyko@ogilvy.com
Director Social@Ogilvy
Social Media Overview
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Social Media Overview
How old is Social Media?
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http://copybrighter.com/social-media-in-the-1990s
What Changed?Loyalty vs. Satisfaction
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Kickoff Discussion
Who owns the following in your organization today?...
� Social Media � Social CRM� Social Customer Care
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� Social Customer Care� Executive Servicing (Escalations, Tier 3 Support, etc)� Customer Experience� Customer Satisfaction (Voice-of-the-Customer)
…Who should?
@armano
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Owned - Paid - Earned
Social media gives word of mouth a power that rivals traditional earned (PR) and paid media by empowering millions of advocates and detractors alike.
This is our new world of earned media.
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Social Media is Personal
“I took photos of everything, and marveled at how a photo of
Saturday pancakes for my kids could generate more "likes"
“I took photos of everything, and marveled at how a photo of
Saturday pancakes for my kids could generate more "likes"
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Pete Blackshaw - global head of digital and social media for Nestle S.A., based in Vevey, Switzerland. He's the author of "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000"
Saturday pancakes for my kids could generate more "likes"
than a "most emailed" article from The New York Times.”
Saturday pancakes for my kids could generate more "likes"
than a "most emailed" article from The New York Times.”
A True Social Media Campaign
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Omni Platform
Resultso No. 1 all-time most-viewed
sponsored channel YouTube
o More than 100 Million views for
the videos on YouTube
o 80,000 Twitter…yada, yada, yada
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o 80,000 Twitter…yada, yada, yada
TwitterROI
� In the first six months after the
launch of the campaign, Old Spice
sales increased 27% year-to-year. By
the sixth month of the effort, month-
to-month sales had increased 107%
Social Media Drives the Conversation
� Blogs, wikis, forums, rating and review sites like Yelp
� Customer sentiment monitoring and feedback tools
More than four in five US online adults now participate on
the social web. (Forrester 2011)
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� Customer sentiment monitoring and feedback tools
� Social networking sites (e.g., Facebook)
� User-generated content sites (e.g., Twitter, YouTube)
� Platforms that support public and private customer communities (e.g.,
Jive Software, Lithium Technologies).
Recent Thinking
1 Social Media is a RELATIONSHIP
Social@OgilvyTop 7 Learnings from Social Media Week 2012
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2 Consistent Dialogue and Engagement is Imperative
3 Exclusivity Helps
4 Tailor Your Content
5 Experiment and Have Fun
6 B2B is a Growing Segment in the Space
7 Innovation is Key
Key Takeaways
Learning Marketer POV Service Key
It’s a relationship We want long-termcommitments
We must come through at key moments-of-truth
Consistent Dialogue More communication humanizes the brand
Update goals to reflect a broader dialogue
Exclusivity Make customer feel Provide us with a way to
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Exclusivity Make customer feel special
Provide us with a way to reward good customers
Tailor your content Understand the customerjourney
Create dialogue strategies
Experiment Promotions, Apps Pilot new approaches
B2B Leverage social for LeadGeneration
Segment service for B2B
Innovation Pitch clients on the shiny penny
Apply innovation to hiring, training, ops
Discussion
How can we evolve Customer Service in the
face of those learnings and the new world
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face of those learnings and the new world
of social media?
Social + CRM
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Social + CRM
CRM Complexity: Today
March 2011
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March 2011 “Defining Social
CRM”
CRM SimplicityA Look into the Past
Anticipate Customer
Needs
Product Development
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Relevant Dialogue
Personalized Service
Promotional Offers
Customer Database
Customer JourneyPresent Day
Awareness
Public Relations
Awareness
Public Relations
Consideration
Marketing
Consideration
Marketing
Conversion
Sales
Conversion
Sales
Adoption
Service
Adoption
Service
Evangelism
Loyalty
Evangelism
Loyalty
Optimization
Product
Optimization
Product
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“How will this affect the customer ?”
Social Collaboration Breaks Down SilosSocial Collaboration Breaks Down Silos
A Millennials View
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Our Response: Social CRM
Social Media
Enterprise 2.0
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Media Marketing
2.0
Social CRM
Handy Reference
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Source: http://www.getapp.com/infographics/most-important-online-crm-and-social-
crm-apps?goback=%2Egmp_4131624%2Egde_4131624_member_96854603
Case Study: Bonobos
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Case Study: Bonobos
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Case Study: Bonobos
To the casual observer, the Web-only clothing manufacturer Bonobos would appear to be a
Bonobos will get $16.4 million in cash and more than 100 stores to sell its clothes, while Nordstrom will get gain expertise on e-mail marketing and online branding.
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skillful digital marketer, using Twitter, Facebook and a dynamic blog to interact with a dedicated customer base. With its irreverent sense of humor and pile-on approach to customer service, Bonobos begs comparison with the darling of the digital retail set, Zappos.com.
But much of that marketing is more accurately referred to as research and development. "We're including our customers in the conversation about what products we make, how they fit and how we sell them," said Andy Dunn, Bonobos co-founder and CEO. "When we think of social media, it's not just to market ourselves. It's actually for us to get input from our customers so that our team can develop more intimacy with them in order to serve them better. "
Discussion
Does your organization have visibility into the following?
� New Promotions� Product Focus� Product Enhancements / Rollouts
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� Product Enhancements / Rollouts� Customer Experience Pain Points� Drivers of Attrition / Churn
Do you understand where customers are in their journey when they contact you? Are they provided a tailored treatment?
Tell the Agency
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If you could work better with your CMO, social team, agency – how would you?
What are YOUR pain points?
Social + Care
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Social + Care
Customer Experience Impacts Bottom Line
CONSUMERS WILL PAY FOR A GREAT CUSTOMER EXPERIENCE
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The 2010 Customer Experience Impact Report, commissioned by RightNow and conducted by Harris Interactive®, unveiled some significant results on how much consumers are willing to spend to ensure a superior customer experience and the overall influence customer experience has on a company’s top and bottom line.
$7.8BCRM
2010 global spend on:
Billions and billions spent in pursuit of a better customer experience
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$34.1BCall Center
$65.2BAdvertising
Sources - Gartner, Business Week & IDC
The universe truly is customer-centric
Social Systems
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The customer has a voice – and for every Comcast Cares there is an #fail (again)
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There is Good News! Service Drives Revenue
of consumers said improved customer service would encourage increased spending.
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When asked how companies can encourage consumers to spend more.
� 66% said improved customer service
� 61% said accessible information and availability for questions before
making a purchase
� 23% said a tailored shopping experience
1 These calculations were done by RightNow based on the results from Harris Survey and predicted US Airline revenue for 2010 by the Bureau of Transportation Statics
Social is a skill
Social is a reflection of how we do business
11
22
3 Beliefs About How Social Impacts Care
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Social is a reflection of how we do business
Social demands EQ – not just IQ
22
33
Social is a skill
Social CareSocial is not a channel.
It is not a campaign.
It is a core competency built into your organization’s DNA.
Sales
Service
Before Social…
Sales
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You Are
Here
Marketing
PR
Service
Sales
Mktg
PR
Customer
Often, call centers have been about minimizing cost, maximizing efficiency, and reducing talk time.
In addition, we have sought to make conversations as short as possible.
Social is a reflection of how we do business
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But with the onset of social media, customers are driving the conversation.
They are demanding personal, timely responses – a human interaction with your brand.
Social demands EQ– not just IQ
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We don’t want to avoid calls
We don’t want to avoid calls
We want to have a continuous
conversation
We want to have a continuous
conversation
Care was viewed as a back office cost
center
Care was viewed as a back office cost
center
Care is a brand ambassador creating positive word-of-mouth
Care is a brand ambassador creating positive word-of-mouth
Sales & Marketing owns customer relationships
Sales & Marketing owns customer relationships
Customer Care is at the center of the brand
Customer Care is at the center of the brand
Case Study:
@TWCABLEHELP
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@TWCABLEHELP
Time Warner Cable’s Social Care Team
Overview
� Business Situation: In 2009, The social space was awash with customers complaining
about terrible service. Time Warner Cable recognized that a fundamental shift in the way
they communicated with subscribers and influencers was necessary. The company then
set about meeting customers in their preferred channels and giving them remarkable
experiences and a reason to remain loyal.
� Research: An initial Conversation Map showed that the vast majority of discussion was
driven by customer service problems, and that when unanswered, these problems
festered, spread, and increased negative perception online. It quickly became clear that
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festered, spread, and increased negative perception online. It quickly became clear that
without the ability to react in real time to service issues in the social sphere, Time Warner
Cable would not earn the right to engage their audience around any other topic.
� 3-Part Strategy:
1) Build Social Care: Time Warner Cable needed listen for for and offer superlative care to
customers who complain to transform negative experiences into positive word of mouth.
2) Socialize the Enterprise: In order to move such a large organization socially, infrastructure to
support these changes has to be built in a timely, orderly fashion.
3) Build Advocates: Time Warner Cable needed to develop content, partnerships, and locations
where we could engage influencers and enthusiasts around the content that Time Warner Cable
delivers.
� The first piece of the puzzle to go live was a social customer care team in February 2010.
Recruited for their customer service skills and social media savvy, Ogilvy trained the team
in social tools and designed their own response protocols.
� The 4-man social care team @TWCableHelp proactively reached out to anyone who
shares their service issue or general displeasure socially and asks something to the effect
of “Can I help?”
� In 2011, per Ogilvy’s recommendation, the team extended care to the Facebook page
through a Support Tab, helping resolve issues for its 237,000+ Facebook fans, and taking
Dialing up Customer Service with @TWCableHelp
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through a Support Tab, helping resolve issues for its 237,000+ Facebook fans, and taking
service complaints off the Wall.
@TWCableHelp Delivers Results
� Time Warner Cable’s social care team – activated by
Customer Issues
Resolved*
“TWCableHelp”
Mentions
Unique Customers
Engaged
76% Response Rate
� Rate at which customers
respond to @twcablehelp
outreach
� As high as 85%
Accolades:
� Earned a the Bronze WOMMY
in 2010 for Best Word of Mouth
10,786
29,075
59,020
Key Results, Feb ‘10 – October ‘11
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Ogilvy in February 2010 – has bridged the online and
offline worlds, and gained a 8,000 followers, leaving a
trail of advocates in its wake.
� Key Metrics
� Tweets
� Mentions
� Reach
� Customers Engaged
in 2010 for Best Word of Mouth
Marketing Program
� Recognized by New York
Magazine as “Highbrow and
Brilliant” (February 2011)
� Constantly earned customer
praise in the form of tweets
Source: Radian6,
Highbrow & Brilliant
“Time Warner Cable’s quick-
response customer-service
Twitter account.”
@TWCableHelp Gets Media Accolades
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– New York Magazine’s Approval
Matrix, February 2011
InfoGraphic
This is great…
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…but it’s just a start.
Customer Service + Social CRM
= Cultural Change
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= Cultural Change
Social CareVersion 1.0
SocialSocial
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SocialCare
SocialCare
FB Twitter PhoneWebEmail
The Insidious Plot to Socialize the Enterprise
@jbell99
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Future...
Ogilvy’s Social CRM POV for Care
Social Care
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Social Care
Care for the brand – not just the servicing issue…
Social Media Adoption
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Pre-Socialization
Phone
Social
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Phone
Web
Self
STAGE 2:Social Care Team
STAGE 3:Apply social principles within traditional operations
STAGE 4:Unify marketing operations, technology, and executive leadership via social
Social Care EvolutionHierarchy
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STAGE 0:Call Center: Phone/Email only
STAGE 1: PR-centric Social Care Team
Social Care Team integrated into operations
operationssocial
Post-Socialization
Phone
Web
Scalable Social
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Community
Self
Apps
Don’t Forget Employees
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Socialize Branding & Campaign Assets
Industry Knowledge at
Agents Fingertips
Ogilvy Case
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Measure Training Content Usage
Monitor Listening Post Activity
Knowledge-Share and
Collaboration
Mobile
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Mobile
There Will Soon Be No Mobile
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Pocket Computers
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Shoppers overwhelmingly want salespeople to have the ability to check inventory at other stores for out-of-stock items, according to new data compiled by eMarketer. They also want salespeople to have
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also want salespeople to have consistent knowledge about products whether they're in the store or not, reports Adweek.
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If a product is out of stock, the Employee app indicates when more will arrive and whether any nearby Lowe’s stores have it in their inventory. And employees will also soon be able to place an order for a product and use the credit card reader to
process payment.
Lowe’s developed three custom iPhone apps—two for employees, one for customers. The Lowe’s Employee app gives store staff access to key product information, while the Store Manager app allows managers to handle administrative tasks. And every iPhone for employees is encased in a custom solution that includes a bar code scanner, a credit card
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Lowe’s has seen many advances in technology during its several decades of existence, but iPhone rises above them in its ability to offer mobile access to key business and product information. The retailer understands that a nimble, well-informed workforce is crucial to top-notch customer service, which will drive future business success.
employees is encased in a custom solution that includes a bar code scanner, a credit card reader, and an additional battery.
Lowe’s free consumer app gives customers a wealth of home improvement information at their fingertips, including how-to videos, product prices and reviews, store locations, and gift card balances.
A Word From D.O.
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A Word From D.O.
Have Natural Conversations with your Customers
I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you
Our Call Center POV
• Don’t hurl marketing jargon inside the call center
• Listen, listen, listen for words that resonate
• Make sure agents explain product benefits clearly
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seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.
product benefits clearly
• Conduct focus groups with your agents
• Understand how your customers talk to each other
• Guide the conversation your agents are already having; Don’t try and control the one you want them to have
Test! Test! Test! Customer-Centric Treatments
Never stop testing,
and your advertising
Our Call Center POV
• Continually refine your
contact messaging and
strategy
• Use your top performing
agents to help develop and
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will never stop
improving.
agents to help develop and
implement process
improvements
• Ensure that you can collect
both customer and agent
feedback
Always Be…Relevant
The more informative
your advertising, the
Our Call Center POV
• Don’t “laundry list” why your
stuff is so great. Instead,
engage in a consultation
• Connect your product’s
benefits to the needs of your
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more persuasive it will
be.
benefits to the needs of your
customer
• Teach your agents that
sometimes less is more.
Give your customers
powerful facts and allow
them to think digest themSolutions:, Customer Insights, Dialogue Strategy
Teach Your Agents to Paint Pictures
Dr. Gallup reports
that if you say
something which you
don't also illustrate,
the viewer
Our Call Center POV
• Always provide examples of
real-world benefits
• Arm your agents with
descriptions and success
stories culled from your own
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the viewer
immediately forgets it.
I conclude that if you
don't show it there is
no point in saying it.
stories culled from your own
observations
• Cross-pollinate best
practices across teams,
programs and from other
industries / discplines
Where Social Resides
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Source: Useful Social Media “State of Corporate Social Media 2012”
In Closing
Don’t Let One Team Own
Social Media
In April 2010, Dutch airline KLM was thrown into the jaws of social media head
first thanks to the Icelandic ash cloud that covered Europe and grounded flights
across the continent for nearly a week. Moving quickly, KLM Earned credit by
@rohitbhargava
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across the continent for nearly a week. Moving quickly, KLM Earned credit by
creating a rebooking tool for Facebook within 24 hours and created a “multi-
functional” team across customer service, marketing, PR and operations. For the
world’s largest airline, this forced integration was just what they needed to build a
highly sophisticated view that social media belongs everywhere across the
company. When they recently launched 24/7 support on Twitter and Facebook,
they did it through a highly engaging “Live Replies” campaign in which they
responded to tweets with a small army of staff in an airplane hanger holding up
signs.
Closing: Please Keep In Touch!
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