1. The 2nd Annual Social Media for Customer Service Summit
Everything your business needs to know when setting up a social
media customer service strategy - learn from your corporate peers
Use social media to deliver better
customer service for brand loyalty,
customer acquisition and
reputation management
usefulsocialmedia.com/customerservice #CSMCS
Two day business conference, October 23–24, 2012
The New Yorker Hotel, New York
A practical and interactive business conference built for customer service, social media and communications executives:
Integrate social into existing Respond through social Monitor social interaction
customer service function to channels to generate positive to spot issues and solve
become a more responsive sentiment and brand loyalty problems before they
and customer-centric business become crises
The benefits for you: Our agenda splits into three key areas – each one is targeted to help
customer service and social media professionals achieve the key goals you need to achieve:
Measurement
…to get buy in, spot issues and
Internal set up
…to become more responsive, deliver
Response tactics
…to generate positive sentiment, solve
track value a joined up solution, go beyond normal crises before they explode, retain customers
customer service delivery and integrate and avoid looking like big brother
with your call centre – and beyond
Speakers include: Co-sponsor:
LOOK INSIDE to check out our top level social media and customer service corporate speakers and business-focused agenda

2. Dear Colleague
Social media has changed the face of customer service as we knew it, for good.
This year’s Social Media for Customer Service represents a one-stop-shop to
respond to this shift – and leverage the multitude of opportunities that delivering
customer service over social – and at scale – offers
The social landscape is forever evolving, but one Second, companies are now grasping this change in at the forefront of our agenda.
thing remains certain in all this uncertainty – the dynamics of the buyer seller relationship. 42% But there’s more…
that your ability to serve your customers, in the of companies are already using social media as a
channels they wish to be served in, is critical to your customer service tool, with this number predicted …this year we have grown even better and bigger,
business success. to increase to 59% by year’s end. we have more interactive and productive session
formats, bigger brand speakers and more time set
We all want to make our revenue numbers. To do This is a good start – but the same problems still aside for networking.
so, we must acknowledge the acquisition and exist.
retention power of the post-sales experience. It This is THE meeting place for the social media and
56% of the top 50 brands did not respond to a customer service community. Last year we had
is critical to keep your current customers happy, single customer comment on their Facebook page
and show potential customers how well you over 120+ companies attend from brands such as
in 2011. 71% of customer’s complaints on Twitter eBay, SAP, PepsiCo and many more.
do business. Social media gives your business a got ignored by brands. And 55% of consumers
channel to achieve all of the above. expect a response the same day to an online If your company wants to take its social media
So what’s changed in 2012? complaint – only 29% receive one. customer service strategy to the next level, then
this is definitely the only conference you need to
Well first and foremost your customers now But social media as a customer service tool is no attend.
EXPECT your company to be socially responsive. longer experimental – it is fundamental to your
62% of customers have used social media to business success. Don’t miss the opportunity to get to the
raise a customer service issue. 81% of customers forefront of social media customer service.
Your customer service strategy must include social Reserve your place at Social Media for
believe it is important for your business to respond media and be part of your long-term business plan
to them if they have a question or complaint on a Customer Service Summit today.
to maintain competitive advantage.
social channel. And 60% of businesses who have
increased revenues in the past six months put it And there is only one place to learn how to
down to better customer service. achieve a fully integrated social media customer Sincerely,
service strategy: The Social Media for
In these tough economic times can you afford to Customer Service Summit.
not improve your post sales experience? As it takes
three times as much internal resources to acquire a Just like last year, you will hear from only corporate
new customer as it does to retain one – customer speakers – the summit agenda has once more
retention is the new acquisition for your brand. evolved from three months of primary research Harry Rollason
with your corporate peers – and networking is still Useful Social Media
There is plenty of choice when it comes to social media summits. But this is the ONLY summit out there
tailored to the needs of both the customer service and the social media community. This one-of-a-kind
summit combines the best corporate leaders from social media and customer service alike
The Social Media for Customer Service Summit focuses on what you need
to know to build a successful strategy at your company and nothing else
What
will you
get? An unrivalled collection The most The best networking Get your company’s A proven track record:
of insights and best comprehensive, opportunity of the year questions answered 98% of last year’s
practices from over 20+ targeted and relevant - fill your contact book by the experts - Robust delegates confirmed they
corporate speakers agenda you’ll find - learn and solve problems with debate and problem learned useful strategies
–You’ll leave the Summit everything you’ll need your peers. This is THE solving delivered in an and best practice at last
with a step-by-step guide for the year ahead in social media customer engaging format with year’s summit (and we
for a robust, innovative just two days. You will service corporate event of plenary sessions, practical have taken the feedback
and profitable social find out solutions to the year with a corporate case studies, keynotes, from the other 2% firmly
media customer service the most critical social audience, with no sales panel debates, Q+A, on board!)
strategy. media customer service pitch or ‘blue sky’ thinking. networking drinks and
challenges you are facing. much more.

3. SUMMIT AGENDA
DAY 1
CORE TOPIC ONE: Setting appropriate goals for your work: Address paranoia from Legal, territoriality
HOW TO TAKE THE NEXT STEP – FUTURE from Marketing, and reluctance from your existing
social media customer service Customer Service team
PROOF YOUR CUSTOMER SERVICE STRATEGY strategy – and tracking your progress • Triage incoming issues effectively and ensure
BY LEVERAGING SOCIAL’S POWER information flows to the right people: Set up
against them
processes to ensure that critical information you’ve
Prepare your organization internally: Your relationship with your consumers has changed discovered through social customer service goes
Pick the right model to integrate fundamentally. Getting people off the phone and your to the right business departments
‘issues pending’ list is no longer the overall goal, but
social media into your customer nurturing conversation to create real business value is. Whole Foods Natanya Anderson Sr. Social Media
But how do you set appropriate and achievable goals Program Manager
service function for your social media customer service strategy? Hilton Worldwide Vanessa Sain-Dieguez
We all know that social media has become a game
You’ve got to get clarity on what’s working, and what’s Director, Social Media Planning Integration
changer in how modern businesses operate. 80% of
companies plan on using social media for customer not - and whether adding social to your customer
Part 2 – External: The challenges of scaling up:
service delivery by the end of 2012. And 62% of service touchpoints is beneficial to your company.
Without a strong measurement strategy - linked to Your response levels and external engagement
consumers have already used social media for
customer service issues. key corporate goals and tracked against appropriate OK, so you’ve set up your internal workflows and
metrics, you’re never going to be able to manage processes for a scaled-up delivery of customer service
But social often starts with an opportunistic marketing social customer service delivery accurately. over social. Now you’ve actually got to go out and start
department looking for some cheap brand building resolving issues, creating brand loyalty, and making
opportunities. There’s often no clearly defined In this session, we discuss setting appropriate goals
for your incorporation of social media into customer your consumers happy. How?
organisational model – and that leads to problems of
ownership, of responsibility and productivity. service, and the metrics you should be using to track • How to maintain the same quality of response
progress against them. while quantity booms: Proven strategies to deal
This is your opportunity to stop the rot internally, and to with an enormous upscale in social customer
put together an organisational structure that will future- • Setting goals to aim for: Benchmark against
Samsung and Cisco, and set up goals for service queries
proof your business, make you more responsive, and
enhance your customer service function. response time, issue resolution vs other • Avoid looking like Big Brother: Strike a balance
touchpoints and much more between reactive and proactive - identifying issues
In this session three corporate leaders will show you and solving them without invasiveness
• Update your metrics for the new customer service
how to:
landscape: Compare your own internal metrics • Take advantage of your new capacity: reduce
• Internal ownership of social media customer against those currently used by some of the volume through other channels and push issues
service: Who should handle customer service leading practitioners in the space to social
delivery over social media? The customer service
department? Your call centre? Your marketing
• Discover the value: Find out more about how Coca-Cola Mike Bowers Director, Contact Center
social customer service can benefit your bottom Operations
team? Or a separate social media department?
line - from efficiency savings to upselling, reduction
• Overcome organization challenges: Make your in call centre contacts to disaster mitigation jetBlue Morgan Johnston Corporate
workflow more efficient by breaking down the Communications Manager
Samsung Carla Svadra Social Media Strategist
traditional silos to make social media customer
service a team game Cisco John Hernandez VP/GM Customer Contact
• Get your social media customer service strategy Business Unit Generate enthusiastic buy-in from
of the ground with proven and tested techniques your senior team to guarantee the
to quick start your internal set up
Best Buy Gina Debogovich Director and Social The challenge of scaling up: Evolve resources you need to scale
Media Leader your social media customer service It is critical to get the people that matter on board.
Otherwise, you simply won’t have the support – or
Citi Frank Eliason Senior Vice President of Social function to serve more customers, resources - to make your social customer service
Media efforts a success. But to do so, you must speak on
over more touchpoints – and not drop
FedEx Ginna Sauerwein Managing Director their terms and in their language.
service quality You may already have secured resources for
Conversocial Joshua March Co-Founder CEO
The majority of companies now use some form of integrating social into your customer service plans. Or
social media as part of their customer service strategy. perhaps you’re just beginning to fight that battle. Either
The main challenge now is not to simply provide way, for a long-term and high-quality strategy, you’ve
customer service over social, but to scale it up into got to convince upper management that this stuff
a primary touchpoint, and a fundamental part of a works - and generates business value.
broader customer service function. • Cost savings: We all know how expensive issue
But as you begin to deal with an exponentially growing resolution over the phone is. Social offers real
number of issues via social channels, and as your savings compared to existing methods - find out
customers increasingly expect issues to be resolved how much, and how you can make them
over social – and within minutes – how do you ensure • Assign resources better for more efficiency: Many
that the quality of your service doesn’t drop? social customer service issues are low-hanging
Part 1 – Internal: The challenges of scaling up: fruit that can be dealt with by sub-tier 1 employees
Prepare for social customer service at scale - find out where you can better deploy resources
for time and money savings
In part one, we look at the groundwork you need to
do, and the processes you must go through, before • Show the C-suite the value you’re creating:
you can be ready to deliver customer service over Upselling, product developments, customer
social media at scale: retention and improved sentiment - learn more
about how social improves customer service - and
• Get buy-in from the teams you need to make this the bottom line
Join the conversation! You can follow us at: usefulsocialmedia.com #CSMCS

4. SUMMIT AGENDA
DAY 2
Getting your employees fit for Use customer social data to inform CORE TOPIC THREE:
purpose in this brave new world to future brand strategy and stay one HOW TO USE SOCIAL TO MITIGATE NEGATIVE
create the perfect social customer step ahead of the competition SENTIMENT AND RESPOND TO CRISIS
service team The data that social customer interactions generate Manage criticism and resolve
does not simply need to inform customer service. It
When you integrate social into your customer service
can inform your whole company’s strategy if you have small-scale issues quickly and
function, you have to do some significant training.
Perhaps you’re teaching the social marketing team
the right systems in place. More importantly for you, efficiently to help build brand
by analyzing social data fully you can crowd source
about good customer service practice? Or the Social customer service delivery involves dealing with
decision-making that will directly affect the future of
customer service team about social media interaction? criticism and complaints in public, often in front of an
your business.
Or perhaps you’re training a new hire from scratch? audience of millions. If you’re going to prevent a small
Whichever group you fall into, you’ve got to be For example using the data that customer service problem growing into something worse, you need to
confident that you’re targeting your training right - and generates to create better products, more targeted have a detailed understanding of what you need to
that the employees acting on your behalf on social are marketing and essentially becoming a more relevant respond to, a path to response, and escalation policies
alert, aware and have the skill set in place to utilize this and responsive company for your customers. for resolution.
critical customer touch point: In this session, we’ll help you to complete that In this session, we’ll cover:
In this session you will hear from…. feedback loop and turn social interactions into useful
• Find the signal in the noise: Spot the problems that
insights that will inform all your business functions.
• Moulding the perfect customer service agent: you need to respond to, and prioritise to ensure
Create the perfect social-savvy Customer Services • Trend tracking: Monitor social interaction to spot key issues are dealt with before they escalate
Representative to boost business performance trends and interests that you can leverage for
• Sensible escalation policies: Ensure that problems
better business performance
• Mitigate against business risk: create social media are funnelled to the people that can deal with them
conversation guidelines that protect your brand • The perfect feedback loop: Ensure that the data quickly and efficiently
without choking the natural flow of conversation you’re receiving is being channelled into the right
• Move beyond social media: How to deal
segments of your business quickly - and in a
• Which group works best for customer service over with problems that can’t be answered in 140
format other departments can use
social? Find out the positives and negatives for characters or less
new hires vs customer service agents vs digital • Company-wide reporting to energise not only your
customer service department - but your whole Four Seasons Andrew Gillespie Manager, Guest
marketing team
business: How to take the insight you find through Services
Sony Pauline Amerson Consumer Marketing social and share positivity across your company
Manager Southwest Airlines Brandy King Senior Manager
McDonald’s Kim Musgrave Social Media Team of Communications
Lead Manager, Customer Experience Insights
CORE TOPIC TWO:
HOW TO LEVERAGE SOCIAL’S OPPORTUNITIES Corporate crisis response over social
TO DELIVER BETTER RESPONSES AND GET How to use social CRM integration media: Mitigation and response
HAPPIER CUSTOMERS to deliver a truly joined-up customer model best practice to minimize
Engender loyalty and build service function business risk to your brand
Social integration into CRM systems offers a truly Sensible companies now have crisis response plans in
relationships: Targeted engagement place. But only a tiny proportion have any sort of plan
unprecedented opportunity - for both companies and
to create brand ambassadors consumers. For the consumer, they no longer have devoted to crises that occur in the social sphere. And
Many companies are guilty of creating a robust and to restart conversations as soon as they transfer their the advent of social over the last decade has made
well-planned strategy for social customer service complaint from the phone to social. For the business, your brand all the more sensitive and reactive to online
delivery - but fall at the final and most important hurdle. there’s access to exponentially more data on consumer opinions. Social news now breaks at the speed of light
Getting customer engagement right is imperative to interactions to help inform service. and you need to be prepared for the worst case scenario.
your success. But for a truly joined up service where each customer In this two part session we will look at how to prepare
If you engage properly the advantages are great – touchpoint feeds in to a central hub, you need more and avoid crises from the off – and then what you must
better brand reputation, increased customer retention than just great CRM integration. You need great do if the worst case scenario occurs.
and the ability to differentiate yourself from your departmental integration. If your customer service, Part one – Large scale crises:
competitors, thus creating competitive advantage. But social media, communications and marketing teams
Prepare your organization for the worst and
it’s a tough challenge. don’t work together frictionlessly, you’re simply not
going to be able to leverage this huge opportunity. tactics for avoiding them in the first place
In this session, we look at the fundamentals of
• CRM integration: How to take the first steps, set • The acid test: Stress testing to make sure that
engagement best practice.
goals, deadlines and KPIs your social media customer service team is ready
• Taking customer service beyond call-list clearing: for every eventuality
Engender loyalty through long-term relationship building • The full customer profile: Create a full social picture
of your end user through cross referencing and • Stop problems in their tracks: Proven tactics to
• Look human, but remain professional: Project a human spot issues brewing that might lead to disaster
recording every Tweet, blog post and Facebook
side, but not at the expense of your brand image
mention you monitor Part two – The worst case scenario:
• Prioritisation - should you or shouldn’t you?:
• Escalation to sales: How to ensure that hot leads Tactics, tips and best practices to respond
Should different customers get different levels
are identified and passed on to the right team to to crises when they hit
of care based on their influence? How can you
handle
manage this balance in your company? • Escalation of control: When do you say enough is
• Workflow management between customer enough and draw the line to stop the rot
GoDaddy.com Alon Waisman Social Media service, social media and marketing to ensure a
Operations Manager consistent response • First responder tactics: What should be your first
response if the worst case scenario does become
Time Warner Cable Carter Calle Senior Manager, RingCentral Baochi Nguyen Senior Social a reality
Enterprise Alternative Care Strategies Strategist
@usefulsocial facebook.com/usefulsocialmedia linkd.in/USMgroup usfl.so/B

5. NETWORKING
Is social media customer service becoming ever
more important to your company and its future
success? If so, the Social Media for Customer
Service Summit is built for you! What your peers have said:
Only the best corporate speakers: With our high calibre
corporate speakers, you will hear only from those that are
walking the walk instead of just talking the talk
An excellent With a huge
deep-drive into variety of
An industry leading event: The summit is the product the benefits, companies and
of months of primary research with your peers ensuring
unbiased information – well-balanced and innovative –
best practices roles represented,
that you can apply the moment you are back in the office and challenges many ideas sur-
associated with faced, opinions
Your community in one place: This is ‘the’ meeting place
for both the social media and the customer service
social media and different, and
community in one place customer service attendees could
take home solu-
Alex Scott
Key takeaways – completely relevant to you: You’ll acquire
premium market intelligence. As the sessions knit together
Social Media Manager, Entergy tions vetted by
you’ll be able to benchmark from our industry experts, the larger group
learning from their mistakes
The conference Ryan Jensen
Zions Bancorporation, Social
Answers to your questions: This year’s even more provided great Media Administrator
interactive format carves out extra time for you to ask
important questions that will shape your future strategy
learning’s and
insight on how Great two days,
to effectively the speakers
The response to last year’s Social Media for operationalize were phenom-
Customer Service Summit was excellent social media in enal and engag-
customer care ing. A lot of great
90% 98% Carolyn Rak
Cox Communications, Executive
people to meet
and speak with
79%
Director - Customer Care
Operations
learned
Would something PepsiCo
recommend new that
of last to someone they could Perfectly
years in their take back targeted at the
attendees position to the office
social marketer Great event briefing
were with them
with corporations practitioners from
corporations straight
working in away - Great examples leading companies
big brands
of thought together
leadership Rajiv Narang
Director, Social Media
Marketing Optimization, Dell
Jennifer Wendt
Social Media Director,
Schneider Electric

6. NETWORKING
Last year’s Social Media for The breakdown of customer service vs
Customer Service Summit had the other demographics of 2011’s audience
below companies in attendance:
3M Dassault Ogilvy
Systemes 33% From a
Air France PepsiCo 21% From
ATT DTE Energy Samsung
customer service
a marketing
Best Buy eBay SAP background
Exact Target
background
Citi Social Media
Coca-Cola Intuit Today
Comcast Kellogg’s T-Mobile
Conversocial Mediacom Verizon
Mercedes Benz Weber Shandwick
and many more…
In 2011 the below companies attended
our industry leading summits: 27% From a
social media
Cisco Intel Southwest Airlines background
Santander Expedia American Express 19% From other
Sunny Delight American Licorice BP demographics
Dunkin’ Brands Nokia Canon
Siemens U.S Bank Avon
Make-A-Wish Radian 6 Bitly
Foundation Dollar General Siemens
Adobe World Wrestling Whole Foods The seniority of
Qualcomm Entertainment Market
Sony Dell Nutricia 2011’s audience
HP JJ Paddy Power
PayPal Prudential GlaxoSmithKline 31% Senior
Boingo New York Life 20th Century Fox
Insurance Managers
Hitachi Capital One
Brandwatch Marriott Save the Children
to name but a few...
29% Director
A few facts about
our previous summits:
63% of our from over
attendees were 250 different
Senior Manager/ companies
Director level throughout the
executives or US and Europe 5% CEO’s
more senior
79% of past
We’ve had senior attendees
directors speak are from big
from Citi, Gap, corporates 28% Manager
Whole Foods and 7% VP / Senior VP
many many more 98% of previous / Senior Director
attendees said
We have had over they learned
600 delegates something new
at the summit @usefulsocial facebook.com/usefulsocialmedia linkd.in/USMgroup

7. We promise REGISTER NOW
you will The Social Media for Customer Service Summit
get
October 23–24, 2012 The New Yorker, New York City
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1
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5
INCLUDES NEW 56-PAGE BUSINESS REPORT
Meet the very best
Register for a Diamond Pass and receive a copy of our brand new report. Measuring your
in the the social media The report will help you utilise the power of social media to preserve and Social Media
enhance your company’s reputation.
Impact and ROI
and customer service
An invaluable guide
to finding and
optimising your
elusive social media
ROI
• iscover how to respond if your company is attacked – you’ll
D
PLUS sophisticated
analysis of cross-industry
measurement strategies,
must-have scorecard
metrics and mistakes
to avoid
receive insight into the many ways to deal with a social crisis
world, saving you weeks • e prepared – Receive ‘do’s and don’ts’ for your company
B
of meetings when responding via social media OPEN NOW for your
new ground breaking
www.usefulsocia
selected findings
report
from this
• earn strategic communication methods to identify potential threats
L
lmedia.com/impa
ct
and countless days and avoid crises from escalating
• Discover the different strategies that both company’s and NGOs use when using social media
The Social Media for
Customer Service Summit Register your place
represents a worthwhile
and necessary investment CALL US: EMAIL US:
in the future of your
social media customer +1 800 814 34 59 register@usefulsocialmedia.com
service strategy.
TWEET US: VISIT OUR WEBSITE:
Social media customer @usefulsocial www.usefulsocialmedia.com/customerservice
service is no longer
experimental.
TERMS CONDITIONS Places are transferable without any charge. Cancellations after 24th August 2012 incur an administrative charge of
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without notice. All prices displayed are exclusive of VAT unless otherwise stated, but VAT will be charged, where applicable, at the prevailing
rate on the invoice date and the relevant details will appear on the invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT

8. The 2nd Annual Social Media for Customer Service Summit
Everything your business needs to know when setting up a social
media customer service strategy - learn from your corporate peers
Use social media to deliver better
customer service for brand loyalty,
customer acquisition and
reputation management
usefulsocialmedia.com/customerservice #CSMCS Why you should attend:
Two day business conference, October 23–24, 2012 Hear from the very best
The New Yorker Hotel, New York leading social media
customer service experts
Hear from 25+ corporate social media leaders: From JetBlue through to Citi, our
speakers have got the knowledge
Four Seasons Hilton Worldwide Cisco
to help you and your company.
Andrew Gillespie Vanessa Sain-Dieguez John Hernandez
Manager, Guest Services Director, Social Media Planning VP/GM Customer Contact
Integration Business Unit Big corporate brands
Best Buy jetBlue FedEx talking about the big
Gina Debogovich Morgan Johnston Ginna Sauerwein issues that affect you
Director and Social Media Leader Corporate Communications Managing Director
Manager Theory is never as good as
Samsung Sony GoDaddy.com
practice. The biggest global
Carla Svadra Pauline Amerson Alon Waisman brands in the world attend our
Social Media Strategist Consumer Marketing Manager Social Media Operations conferences to share and learn.
Manager
You should too.
Coca-Cola Citi Conversocial
Mike Bowers Frank Eliason Joshua March Social media customer
Director, Contact Center Operations Senior Vice President Co-Founder CEO
of Social Media service is no longer
Whole Foods RingCentral Time Warner Cable experimental. It is
Natanya Anderson Baochi Nguyen Carter Calle fundamental
Sr. Social Media Program Senior Social Strategist Senior Manager, Enterprise
Manager Alternative Care Strategies You can no longer afford to play
catch up. 2012 is the year to
McDonald’s Southwest Airlines
Kim Musgrave Brandy King
get your social media customer
Social Media Team Lead Manager, Senior Manager of service strategy strategy right the
Customer Experience Insights Communications first time. Don’t miss out.
Join the conversation! You can follow us at:
@usefulsocial facebook.com/usefulsocialmedia linkd.in/USMgroup usfl.so/B