Providing Tweetworthy Customer Service in the Social Media Age

Customer Relationship Experts

Providing Tweetworthy Customer Service in the Social Media Age

Monday, March 11

Brian CheungDirector of Marketing SOCAP International

@bdcheung

Matthew D’UvaPresident & CEO

SOCAP International@MRDuva

Member

#IDEAS13 ***

© 2013 SOCAP International. Slide 2#Ideas13 LC2© 2013 SOCAP International. Slide 2#Ideas13 LC2

What You’ll Learn• What is customer care?• The Evolution of Communication• Role of Customer Care in Business Enterprise

• Plus what that means to us as association executives

• Applying Lessons learned & Best Practices• Strategy: Setting up your organization for

success• Tactics: Tools & techniques

• Looking Ahead


What IsCustomer Care?


Customers

Members

Stakeholders

MediaPublic

Others


Information

• Products and Services

• Government Relations

Support• Technical• Professional

Engagement• Committees• Volunteers

Customer Care for

Associations


© 2013 SOCAP International. Slide 7#Ideas13 LC2

WHAT IS “SOCIAL MEDIA”?

• Any time 2+ people are communicating, that is social media.

• It is: Facebook, Twitter, LinkedIn, G+, MySpace

• AND discussion boards, listservs, bulletin boards, YOUTUBE etc.


WE’RE FOLLOWING A PATH


WHAT DO MEMBERS/CUSTOMERS EXPECT?

• 84% of Fortune 1000 companies actively monitor social media

• 49% have a cross-functional team to execute social strategy

• 81% use specialized tools or software to monitor and engage via social media


WHAT DO MEMBERS/CUSTOMERS EXPECT?

100% of companies engaged in social media have a target response time of one hour or less.


Social Media Benchmarking StudyThe Center for Client Retention

27,000+ Respondents

2xMore Likely to Post than Call

55%Feel when

brands respond

60%Use Social Media Daily

1/3Expect brands

to respond


Elements of a Social Customer Care Strategy

Leadership/Shared Vision/Strategy

Infrastructure

Social Voice

Staffing


• Shared understanding of strategy and use of social channels

• Buy-in from key stakeholders• Board of Directors• Staff• Volunteer Leaders

• Understanding of and commitment of engagement channels

Leadership/Shared Vision/Strategy


• Social Media Policy – Develop a policy, continue to revise it and make it relevant.

• Rules of engagement – Understand what engagement means for your organization, how do you engage, what voice and when do you interject. Who is empowered?

• Consistency – Same messages and policies across all service channels

Infrastructure


• Be Authentic – How will you communicate as an organization? How will your staff team “speak” for the association?

• Listening – Be committed to listening. How will you listen, monitor and evaluate?

• Empowerment – Who is allowed to speak on behalf of the association and in what voice?

Social Voice


• Finding the right person/people – Social media enthusiasts, comfortable in the space.

• Flexibility – Access to social media sites (!), hours/response time, clear expectations.

• Training – Training resources, room to learn and experiment, tolerance for mistakes,

Staffing


Benefits of Social Customer Care to Your

Organization


BREAK DOWN SILOS


BUILD CAPACITY


COMMUNITY INVOLVEMENT


TRANSPARENCY


And...

• Gap identification

• Relationship Building

• Engagement

• Content Curation

• Market Expansion

• Subject Matter Expert Identification

• Membership Growth


Risks of Social Customer Care to Your

Organization


CAPACITY


HIRING & STAFFING


TRUST & CONTROL


Social Media Monitoring Tools &

Techniques


WHAT TO LOOK FOR

• Multiple users

• Scheduling

• Team Workflow

• Total Number of

Social Accounts

• Analytics, Metrics &

Reporting


Additional Resources and Readings• Sample Social Media policies from Coca-Cola,

Best Buy, AIA, & more

• Social Media Primer, a getting started guide

http://bit.ly/ideas13-SOCAP

Customer Relationship Experts

Thank You!

Documents

Providing Tweetworthy Customer Service in the Social Media Age