Who should lead the social customer interaction? Some say PR and Marketing. My vote is for Customer Service. Why? Customer service is where the brand is interacting with the brand. It's where customers are giving feedback to the company about its products and services... That information is gold to a company if they know how to use it.

1. Your Role In The Transformation of
Business As We Know It
By
Dr. Natalie L. Petouhoff
www.drnatalienews.com
@drnatalie

2. Listening to Customer conversations:
• Monitoring
• Responding
• Reacting
• Solving
• Resolving and
• Using customer
feedback.

3. What’s really
new?
What’s the
Opportunity
for YOU?

4. Dell Hell… started with a post and…
Source: http://www.buzzmachine.com/archives/cat_dell.html

5. “DELL SUCKS.
DELL LIES. PUT
that in Your Google
and smoke it…”
And gained
momentum…

6. And it grew…
Dwight Silverman, reporter from Houston Chronicle,
Calls Dell :
“Dell monitors forums, but its policy is not to
respond. Contact us directly.”
Dell Lies To Customers
2005
Jeff says: I did. There’s a loop-hole repair/return policy
that leaves customers unsatisfied

7. Source: http://www.buzzmachine.com/archives/cat_dell.html

9. There would be
A place in time
Where the customer would in charge of the
message …
And there would be an enabling technology
We are here now…
This is your opportunity…

11. A Blog
•One-way communication
push
•Moderated Postings and
comments

12. Their employees some of them had suggested this
As an engineer at GM… I thought…

13. Dell’s CAP
Mtgs
Bringing Lovers
and Haters of the
brand together to
learn:
“What would be
better if…”
Customer Advisory Panel

14. Dell’s Social
Media
Command
Listening and
responding to the
social networks…
22,000 daily
Topics, posts…
They look for sentiment, share of
Not including
voice, geography, and trends.
twitter…

15. $6.5 million in sales via links from one of its Twitter

16. What’s the business case for
social media customer service?

17. Social
Media is
Exploding
Source: www.flickr.com/photos/grundlepuck/182445397/

18. •Blogs
•Twitter
•Consumer reviews
• amazon.com. yelp, citysearch
•Social networking sites
• myspace, facebook, LinkedIn
•Photo sharing sites
• flickr
•Video sharing sites
• you tube, hulu
•Online forums and communities
Mashable.com

19. Mashable.com

20. Mashalbe.com

21. Mashable.com

22. Does word of mouth
Matter?
Ask Tony and Alfred…
Source: FastCompany.com and BusinessWeek.com

23. Source: FastCompany.com and BusinessWeek.com

24. Ands the story ends up on CNN…
Wolfe Blitzer’s…
The Situation Room…
Source: Youtube.com and CNN.com

26. We have a perfect storm that is super
charging change…
The attention of mass media
Customers with higher expectations
Customers with new tools to complain
No way to control the conversation…

29. Can social media
i.e., feedback
become a
business asset?

31. •Heard what her customers were
saying
•It was not always positive – and
was stopping sales!
•Gathered screenshots
•Put them in a powerpoint
•Gave them to her CEO

32. The CEO appointed
her the lead on social
customer
interactions…

33. …the results were a complete business
transformation…
 Absent of:
 Politics and resistance
 “Not invented here” or “not my
problem”
 Social media lead to
transformation of:
 Engineering, Product
Development, QA
 Fulfillment, Order Management,
 Marketing, Sales and Advertising
Chalk it up to the “Witness” factor

34. ROI?
 Reduction in call volume
 Superusers answer customer questions
 Increase positive sentiment
 Increase in positive word of mouth
 Customers become marketers
 Increase in sales
 New product lines
 Specific products based on customer’s wants

35. Note to self: All social conversations have value
Customer
Service
PR/
R&D
Marketing
Service /
Sales
Support

36. Dr. Natalie’s ROI Methodology
Benefits
to Ability
business to ROI
Costs execute
to
implement

37. ROI = Gains – Costsx 100
Costs

38. Benefits
 Decrease Support Costs
 Increase effectiveness of Self-Service
 Increase effectiveness of Agent Assisted Service
 Increase Product Ideation
 Reduces “Broken/Doesn’t Work” call volume
 Improve natural SEO of website
 Reduction in paid search
 Increase in revenue
 Higher customer satisfaction/loyalty = higher customer
lifetime value
 Buy more; don’t disconnect the service; go elsewhere

41. Take Charge of the Social Customer Interactions
1. Learn about social media and enterprise 2.0
2. Listen to your customers
3. Capture what they are saying
4. Present the information to executives
5. Be ready with an executable strategy and plan

42. Take
Your
Place
In
History THANK YOU
Dr. Natalie L. Petouhoff
!!!
www.drnatnews.com
twitter.com/drnatalie

43. DR. NATALIE L. PETOUHOFF
@drnatalie
www.drnatalienews.com
310-910-1542
Curious about Link to the Social Media
ROI videos:
The ROI of http://www.drnatalienews.com/blog/did-u-
Social Media?
see-the-videos-on-the-roi-of-social-media
Link to white papers on the
ROI of Social Media:
http://www.drnatalienews.com/blog/roi-of-
social-media-white-papers-by-dr-natalie-
petouhoff
*Artwork by Joe Bertelli
#SMB_LA #SMWLA @DrNatalie

44. How to build a
How to Get 750 Million Members
Facebook Store
TO BUY YOUR STUFF
ON FACEBOOK
By Dr. Natalie L. Petouhoff
To get a free chapter of Dr. Natalie’s newest book scan this QR code:
About the Author
Dr. Natalie, a USC Adjunct professor and President of Social Media Club Los Angeles, former Forrester Analyst, an Agency
executive, and management consultant, is an accomplished keynote speaker, quoted expert and featured guest expert on TV and
radio..
Dr. Natalie helps companies understand how social media affects the bottom-line and to create strategies that provide real
business value. She does this by benchmarking your "As Is" and compares it to your "Could Be" via best practices. With this
insight, you can create a world-class social media and digital presence.
You’ll be well-armed to devise a social media strategy and tactical roadmap, track your progress, gather the right metrics to
transform into a social media ROI analysis, articulate the business case, and justify the plan to upper management.
Reach out to her: @drnataliewww.drnatalienews.com