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Socap symp11 singley mackie
1.
Why Customer Service
Should Be In Social Media and How To Get Started Matt Singley (@mattsingley) Chief Engagement Officer Singley + Mackie (@singleymackie)
2.
So Who Is
This Matt Singley Character? • CEO of singley + mackie • singleymackie.com • twitter.com/singleymackie • facebook.com/singleymackie • Social Media strategy and execution for some amazing companies • Lover of life, hater of PowerPoint Questions? • Father of Four Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
3.
•
Moving Through The Ecosystem Growth • Increase size of marketable base • Growth in social media is attained through acquisition-centric programs and contests, as well as “social peer pressure”. As friends and online • Create1:1 Engagement conversations with influencers discuss brands, their peers customers and followers are more likely to join the communities over a purely organic “search and like” approach. • Inform and education Conversion • One-to-one and one-to-many consumer, drive to purchase conversations must happen with channel- appropriate tone and frequency so as to Questions? keep the consumer feelings engaged and Send a tweet to appreciated. @mattsingley • Only after trust has developed between with hashtag the consumer and the brand can they be #symp11 converted to consider purchasing goods or services. © SOCAP International 2011.
4.
Why Should
Customer Service Even Care About Questions? Send a tweet to Social Media? @mattsingley with hashtag #symp11 © SOCAP International 2011.
5.
Who Should “Own”
Social Media? • Press Releases • Brand Reputation PR • Crisis Management Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
6.
Who Should “Own”
Social Media? Marketing • Online/Offline Offers • Coupons and Deals Questions? Send a tweet to • Amplification of New @mattsingley with hashtag Products and Offers #symp11 © SOCAP International 2011.
7.
Who Should “Own”
Social Media? • Product Help • Complaint Line • Escalation Customer Care Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
8.
Who Should “Own”
Social Media? PR Marketing Customer Care Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
9.
Who Should “Own”
Social Media? PR Marketing (Growth) (Conversion) Customer Care (Engagement) Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
10.
Who Should “Own”
Social Media? PR Marketing (Growth) (Conversion) Customer Care (Engagement) Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
11.
Case Studies
Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
12.
Case Studies: Xbox
& Zune Support Questions? Send a tweet to • http://twitter.com/xboxsupport @mattsingley • http://twitter.com/zunesupport with hashtag • Guinness Book of World Records for most #symp11 engaged brand! © SOCAP International 2011.
13.
Case Studies: Caesars
Entertainment (WOMMA) This is no good… Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
14.
Case Studies: Caesars
Entertainment (WOMMA) Much better! Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
15.
Case Studies: Caesars
Entertainment (CES) Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
16.
Case Studies: Caesars
Entertainment (CES) Be Proactive! Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
17.
How To Start
Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
18.
Increase Your Chances
of Success in Social • Get buyoff from Legal, PR and Marketing • Create a separate Twitter channel for support • Provide back channel access to your customer care team for those on the front line • Publish an FAQ/Customer Care tab on your Facebook Page • Staff appropriately • Search for mentions of your name (both @ and regular), as well as mentions of your products • Be timely Questions? • Take negative sentiment offline when possible Send a tweet to @mattsingley • Be a real person! with hashtag #symp11 © SOCAP International 2011.
19.
Increase Your Chances
of Success in Social http://bit.ly/engagemoderate Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
20.
Thank You!
Questions? Send a tweet to @mattsingley with hashtag #symp11 © SOCAP International 2011.
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