Social media has made it easier for companies to find customers at their point of need. While social media is just another channel of communication, not a looming mysterious force, it still requires its own methods and approach. Every brand today should look at itself not just as a company but as a publisher of content. Today your company’s content and engagement methods are key. Reaching out to provide service on social media is the most public approach you will ever do as a company. The best companies today are creating frameworks for themselves and their employees. They provide clear and easy to follow protocol on how to engage with customers in social networks. Social Media Consultant Blake Landau will lead this session to help you better understand new Consumer Care tactics using Twitter, Facebook, Quora, Pinterest, YouTube, blogs, and forums – platforms that you can’t afford to ignore. We’ll provide guidance on creating a results-oriented system that works for you. Questions we’ll address in this session: How does customer service take a collaborative and cross-departmental approach to social media and how to help build a case for incorporating customer service into the corporate social strategy? What is the difference between ROI and ROE (Return on Engagement) and how can I set metrics in place that make sense for my company? What social customer service case studies can I look to for best practices? About our Presenter: Blake Landau Blake has worked with a variety of brands ranging from big brand Verizon Wireless to Bay Area favorites like Sukhis Indian Foods on their social media programs She's a writer and blogger and has published articles with Forbes, CMSWire, Women 2.0, Direct Marketing News and more She has built her own business leveraging social media resulting in clients, press, and other speaking opportunities. Presented at a variety of conferences including Customer Engagement Technology World, CRM Evolution, Facebook 201 (for nonprofits) and Social Media Week. Passionate about supporting local small business community.

1. a Wise approach to a social consumer
oriented practice
NW SOCAP * Artemis September 2012

2. Who is blake?

3. Client List

4. Let’s get started

5. This isn’t any of you but....

7. Why Are We Here?
• consumers “cut the line,” gravitating to social channels
• Customer service is now responsible for the most
public messaging the company will ever do
• Social media provides a big opportunity for customer
Care

8. Can you relate to this?
We have some support, but how do we get more buy-
in from leadership?
Once we have the technology, how do we do a better
job of getting it set up past the pilot phase?
Where do I start with metrics for my reps on social?

9. Are you answering the door?

10. Do you have the Executive support to staff up for social?

11. the new customer service reality

12. Challenge or Opportunity?

13. sharing best practices

14. Filtering and prioritizing posts for agents
With a limited number of contact center resources, it
becomes increasingly important to determine which
posts require a response

15. Improving your Klout
Effectiveness metrics such as influence and klout
can help prioritize posts

16. You want to attend to influential customers without
alienating everyone else
Be aware that….

17. Routing the right post to the right agent
Use sentiment analysis or keyword filtering to
determine which posts need to be routed to which
group

18. KPIs
1. Service measures
2. Quality measures
3. Effectiveness measures

19. Service measures
 ‘Service level’ is one of the more important indicators
of success for social care platforms
 A strong service level for social is around 85%.
answering tweets within 15 minutes, and FB posts
within a couple of hours.

20. abandonment rate
•measure the percentage of posts that are never responded to or looked at by the
social media team.
•high ‘abandon rate’ means the volume is too high for agents to handle and usually
occurs after an issue or big event.

21. Quality Measures
Evaluating the written ‘quality of response’ given by an agent. This
should be evaluated using a customer survey or an outside quality
team at your company

22. First post resolution
If an issue is addressed on the first response then
the advice given was clear and on point.

23. Channel redirections?
Channel redirection occurs when a customer asks a
question on a channel that is not able to support an
appropriate response.

24. effectiveness measures
Social care conversations affect the overall perception
of the brand.
‘Post sentiment’ to judge the attitude, opinion or
emotion communicated through customers’ social
posts

25. Reach
Calculate ‘Reach’ of the agent’s response by calculating the number of
people who are following (for Twitter) or are friends with (for
Facebook) the individual that’s having a public conversation with an
agent

27. Channels
Blogs
Twitter
Facebook
LinkedIn
Google+
Youtube
Quora

28. Owned versus Earned Media
Owned social media includes the channels you control such as the Facebook page,
twitter and Slideshare. Earned social media includes content off of your owned pages,
such as external blogs, videos, and forums. you don’t control this.

29. customer service blog
Write 1-2 blogs per week. Market the blogs on your social channels
Respond to comments
Track engagement via traffic, comments, RTs, tweets, Likes, Shares and
more.

30. Twitter
Tweet content that directs customers to the right information
If responding to a tweet, post initials. Anything specific--not sent out as a piece
of news--should have initials (-BL or –MS).
Tweet in the morning and at night notifying when you’re “open” for business
and “closed” for business
Participate in tweetchats such as #custserv tuesdays at 6pm pt every week
include faces with profiles for social customer care team--makes it more human
take conversations offline as needed

31. Twitter

32. Facebook Page
Highlight customers of the week, or customer creations
Answer customer inquiries when it has to do with
something actionable
don’t always respond to venting. there’s nothing cs can
do about customer anger
collaborate with other teams (PR, Marketing) to ensure
streamlined approach

33. Google+ Content Helps SEO More Than Twitter

34. Youtube
Upload “how to” content
Create videos with your customers
Create videos with your customer service team

35. Quora
Create a profile
Follow relevant influencers in your industry
Using tags Search for your brand, and answer
questions on quora

37. in conclusion
Start where you are
Do what works for your particular organization
Make the most with what you have
Be brave to fight for the resources
you need
Be patient
Dust yourself off and get back up when things go badly

38. Simplify social

41. Questions?
Blake Landau, Consultant, Artemis
347.907.0968
Blake @ Artemis Strategies.com

42. citations
http://www.slideshare.net/carmen.f/the-
new-smart-customers-how-they-really-
buy-and-how-we-can-address-this-
5313432
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