SOCIAL MEDIA + CUSTOMER SERVICE

@MaraLowrey

@LizBabiak

Welcome + Hello!

Mara Lowrey Liz Babiak Assistant Marketing Manager,

Ancillary Services Social Media Community Officer,

Advancement

Ancillary’s Social Media Accounts College’s Social Media Accounts

lowreym@algonquincollege.com, x6521, @MaraLowrey

babiakl@algonquincollege.com, x6452, @LizBabiak

2

Agenda

• What is Social Care?

• Great Customer Service

• Guiding Principles on Social Media

• Response Assessment + Process

• Opportunities

• Ranters to Ravers

• Praise

3

Who’s reached out to a company via

social media for Customer Service?

4

What is “Social Care”?

• “Caring for” or “Serving” customers via

social media

• The efforts employees make through

social media to care for customers

• Social care enhances (and can

lead brand perception)

5

Social Care

6

— Nielson 2012 Social Media Report

Social Care

7

— Nielson 2012 Social Media Report

Social Care

8

— Nielson 2012 Social Media Report

Social Care

9

• Social Media is the new Support Desk

• It’s an expected form of communication

• Algonquin has 5,000-8,000 interactions/month

Who are our customers?

10

• Students

(Current + Future)

• Employees

• External Community

• Industry

The AC Community is Reaching Out!

11

…and we’re listening!

12

Great Customer Service

• Regardless of the channel…

• Be human + personable

• Ask questions/strive for knowledge

• Be objective

• Offer solutions

• Create memorable experiences

• Strive for quick turnaround

• Always follow through

13

We’re Proud Employees!

• Complaints hit close to home

14

Social Care: Guiding Principles

• Make it personal!

Address the user by first name.

• Acknowledge frustration.

“Sorry to hear that!”

• Dig deeper/offer a solution.

“How can we help?”

15

Social Care: Guiding Principles

• Facilitate connections.

“Here’s a [link/email] to help with that.”

• Know when to take it offline.

“DM us your [student #/email address] so

we can follow up.”

• Wrap up conversation + give thanks.

“Thanks for reaching out! Let us know if

we can help with anything else.”

16

Response Assessment + Process

17

Customer Service Post

Do you have the knowledge or information to

address the concern?

Liaise with SME to craft a response

Is user satisfied?

Still negative? Reinforce proper channels ,

Evaluate situation, consider disengaging.

Thank user, offer future help.

Offer solution (information,

connections, etc)

Can you identify the person/area

to praise?

Email post to mentioned person/department,

cc: manager.

Recommend additional solutions (offline connections)

Y

N N

Y Y

N

Thank user for shout out.

Find out more from user.

Examples

18

Examples

19

Business Insights + Opportunities

20

Turning RANTERS in to RAVERS

21

Turning RANTERS in to RAVERS

22

Turning RANTERS in to RAVERS

23

Disengaging from the Conversation

• Give users the benefit of the doubt

• But sometimes Ranters are… Ranters

• Could disengage if you have:

• Evaluated the situation

• Engaged an SME

• Offered multiple solutions via official College

channels

• Taken the conversation offline

24

Celebrating + Forwarding Praise

25

Celebrating + Forwarding Praise

26

Questions + Comments?

27