your customers own your brand why you should be using social customer service in your marketing...
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Your Customers Own Your BrandWhy you should be using Social Customer Service in your
Marketing strategy
Jeremiah Owyang Industry Analyst Altimeter Group
Andrey GrigoryevSocial Media & Mobile Marketing
Hertz
Joshua MarchCEO & Co-Founder
Conversocial
Today’s Webinar
Jeremiah Owyang – The Altimeter GroupDeveloping a Social Support Strategy
Andrey Grigoryev - HertzCustomer Service On Social Media
Josh March – ConversocialFrom Reactive To Proactive Customer
Service
Panel DiscussionPlease submit questions during the
webinar
#weownyourbrand
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For ConversocialFebruary 7, 2013
Jeremiah OwyangIndustry Analyst
Developing a Social Support Strategy
© 2013 Altimeter Group
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© 2013 Altimeter Group
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Sept 2012
400M
Tweets per day get outdated so quickly, Twitter doesn’t even publish updated updated graphs anymore.
© 2013 Altimeter Group
Companies average an overwhelming number of corporate-owned accounts
© 2013 Altimeter Group
© 2013 Altimeter Group
In 2011, we found 30% of large companies had deployed formalized social support
© 2013 Altimeter Group
© 2013 Altimeter Group
Today, 40% of large companies have people dedicated to social in their customer support departmentIn which of the following departments are there dedicated people executing social? (Multiple selection allowed)
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Source: Altimeter Group Social Business Strategies survey, Q4 2012Base: 128 social media practitioners at companies with over 1,000 employees
Market Research
Legal
Executive
IT
Customer/User experience
Advertising
Product development/R&D
HR
Social Media
Digital
Customer Support
Corporate Communications/PR
Marketing
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
8%
9%
11%
14%
15%
16%
16%
29%
35%
37%
40%
66%
73%
© 2013 Altimeter Group
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42% of consumers complaining in social media expect a response from brands in 60 minutes or less
Source: Edison Research, 2012
© 2013 Altimeter Group
88% of customers less likely to buy from a brand that ignores questions or complaints in social media
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If I went on a company’s Facebook page, and saw a bunch of unanswered questions or complaints from customers…
Source: Liel Leibovitz, NYU. “The Consequences of Ignoring Your Customers, A Survey of Consumer Expectations for Customer Service on Social Media Platforms.” Commissioned by Conversocial
© 2013 Altimeter Group
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A chronology of brands that got “Punk’d”
© 2013 Altimeter Group
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Most social media crises are preventable
Preventable76%
Inevitable24%
Crises Cases
© 2013 Altimeter Group
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Preventable crises occurred at companies which were not prepared
Internal Education Professional Staff Triage Plan Employee Policy Influencer Identification Moderation Community Guidelines
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65
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50 Companies who suffered a social media crisis lacked the following:
© 2013 Altimeter Group© 2011 Altimeter Group
Image by icebirdy used with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850
Social Support Strategy
© 2013 Altimeter Group
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How Service has Changed
1. Public Interactions: Customer woes are now seen and amplified in public.
2. Outbound: Being proactive and reaching to customers where they are.
3. Real Time: Brands have minute to hours to respond, before the context decays.
4. Human(er): Brands must showcase their human employees, as the expectations for social are set.
© 2013 Altimeter Group
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Nike offers direct support on Facebook via an App
© 2013 Altimeter Group
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GoDaddy Responds to Service Requests Directly on Facebook and Twitter
© 2013 Altimeter Group
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Tesco Supermarket – Actively Encourage Service Through Twitter and Facebook
© 2013 Altimeter Group
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Key Takeaways
1. Social is only increasing in adoption, it’s important brands have a strategy to connect with customers and avoid crises
2. Consolidate and Unify as you will your customer experience, use processes, tools, resources, and software
3. Passive customer service need not apply: shift to reaching out in an outbound manner, real time interactions, and showing thoughtful human engagements
4. The benefits go beyond just a positive customer experience. Public interactions yield customer advocacy, impacting brand image and marketing.
© 2013 Altimeter Group
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Jeremiah [email protected]
m
web-strategist.com/blog
Twitter: jowyang
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
© 2013 Altimeter Group
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Altimeter Group provides research and advisory for
companies challenged by business disruptions, enabling
them to pursue new opportunities and business models.
Visit us at http://www.altimetergroup.com or contact
ABOUT US
Customer Service on Social Media
Andrey GrigoryevSocial Media & Mobile MarketingHertz
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AGENDA
• Where we were
• Where we are
• Where we’re going
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WHERE WE WERE…
Hertz Facebook:• First response within 24 hours• Resolution time within 4-7 days• Inefficient process:
User posts issue on the Hertz
Facebook page
Hertz SM Community
Manager replies, requests add’l
info
User messages add’l info
SM Manager relays issue to
CS
CS Replies with Resolution
SM Manager notifies user of
resolution
Hertz Twitter:• Account description indicates that Twitter is not a
customer service channel for Hertz
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50%+ of social interactions with Hertz are actionable CS Issues
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WHERE WE WANTED TO BE…
MISSION: Enable customers to communicate directly with Customer Service via social
media & establish social media as an official customer service
communication channel for Hertz
• Quickly & efficiently provide in-channel resolution to each actionable complaint, issue, or question direct at Hertz via social media
• Convert dissatisfaction into brand advocacy
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WHERE WE ARE
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NO COVERAGE COVERAGE NO COVERAGE
• Execute Customer Service team trained on social media & Conversocial
• 9AM – 5PM EST US & local business hours in int’l markets
• Channels: Twitter & Facebook
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• Social media sentiment surrounding the Hertz brand has improved since program launch • Real-time access to customer service on social media turns dissatisfaction into P2P brand advocacy
WHERE WE ARE
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WHERE WE’RE GOING…
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Phase ITwitter Only
Reactively respond to high priority activity
Business Operating Hours (9-5 EST US)
US & Select International Locations
Phase IITwitter & FacebookReactively respond
to medium/low priority activity
Expanded hours & additional locations
Phase IIIProactive outreach
24/7 Service
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Thanks
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Powering Social Customer Service
Joshua MarchCEO & Co-Founder
Conversocial
Social serviceFrom reactive to proactive customer service
Social marketing team
Help from customer service
Dedicated social service team
Proactive customer service
Dedicated social service teams
Social customer service volumes growing rapidly
Facebook private messages - the new email?
The role of the social agent is changing
Transactional issues (need a refund)
General engagement (marketing and brand)
Reputation related issues (company policy, PR)
A day of tweets: Costco, Walgreens, Kroger & Safeway
Real social ROI for pro-active service:
- Help them before they phone (cost to serve)
- Prevent losing a customer (revenue)
- Delight vocal customers publicly, prevent negative issues snowballing (brand).
For every @mention, another problem is tweeted out
- Inviting yourself into a conversation
- Care and tact essential
- Agent training and process of utmost importance
Proactive outreach is even more sensitive than reactive
Our latest release:
- Full Twitter firehose
- Complex boolean searches
- Advanced filters (including language, location, follower count)
- Prioritization of real customer issues
How to find the business critical 3%?
Use our expertise to help you filter customer messages in the best way
Your customers own your brand
- Customer service is now public with @mentions and Facebook posts
- Your brand is encompassed in a huge volume of public conversations taking place every day
- Social customer service gives you an opportunity to positively impact these conversations (reactively and proactively) with real ROI
Q&A - all speakers
Jeremiah Owyang Industry Analyst Altimeter Group
Andrey GrigoryevSocial Media & Mobile Marketing
Hertz
Joshua MarchCEO & Co-Founder
Conversocial
Thanks for attending
Find out more
www.conversocial.com