Social Customer Care Trends & Best Practices

@evanjames11

Evan James, Head of North American Marketing

Why: It’s important to provide quality social customer care

Customer Care Trends & Best Practices

What: Are the current social customer care trends that are happening globally and in the US

How: Is this going to help benefit your business

3rd Socially Native

Setting UpListeningBasic reportsContentSome ads

Early Stage1st 2nd Socially Devoted

Social careEven Better ContentProperly engaging with fansDeeper Analytics incl. competitive

Integrating into business

All employees involved in social

Measurement set to match business objectives

77 % Companies 10 - 20 % Companies 3 % Companies

Socially Devoted

Are you Socially Devoted?

Find it out now!sociallydevoted.socialbakers.com

Customer Care Goes Social

10 Million Questionswere posted by fans to brands so far in 2014

Just 5%of global brands are Socially Devoted on Facebook

More than 50%of all social care demand

But these brands receive

Socially Devoted

2.5 Times More Interactionson average globally

Socially Devoted brands receive

Time Range: December 01, 2013 - March 19, 2014, Data: We looked at more than 300,000 Facebook posts made by 2,715 brands.

1:100Each interaction correlateswith 100 people reached

Customer Care For Brand Awareness

Average ratio of received interactions & Organically reached audience

Higher Reach

Higher Engagement

Higher Click-Rate, Conversion Rate, Visits …

ROEROI = Engagement First Strategy

ROI

Return on Engagement

Facebook - Responses Matter

Twitter Responses Really Matter

Socially Devoted

Top Social Care Industries

FacebookAirlines

Telecom

Finance

84.0 %

81.5 %

79.2 %

TwitterServices

Airlines

Finance

63.2 %

58.4 %

56.9 %

Some Brands Get Social Care

More than 200 Employees

10 Languages

1 Hour Response Time, 24/7

“By using Socialbakers, we are able to scale, unify, and dramaticaly improve our social customer care across our 200+ brands.

Global Socially Devoted Q3 Pre-Results

Software

Finance

Beverages

Accommodation

Auto

All Brands

Q2 2014

18%

57%

23%

49%

27%

45%

Q3 2014

18%

53%

21%

45%

25%

39%

Percentage Change

+ 0.05 %

- 7%

- 7%

- 8%

- 9%

- 14%

Industry

US Socially Devoted Q3 Pre-Results

Auto

E-commerce

Retail Food

Sporting Goods

FMCG Food

All Brands

Q2 2014

28.4 %

43.1 %

48.0 %

33.7 %

58.6 %

57.9 %

Q3 2014

32.4 %

48.4 %

52.7 %

36.8 %

63.4 %

59.0 %

Percentage Change

+ 14.0 %

+ 12.3 %

+ 9.8 %

+ 9.4 %

+ 8.2 %

+ 1.9 %

Industry

TOP 3 US Socially Devoted Brands

2 002 1 869 1 503

Sorted by Answered minus Ignored Questions

Fans Fan Growth

Activity of Your Page

Interactions & Reach

Response Rate Response Time

Social is not about 1 metric - it’s about all of them

$ Paid Media

Own Metrics + Competitive Set

Measurement Framework

Own Metrics &Competitive Metrics

(Likes, Interactions, Engagement)

Customer Care

Platform Metrics Online Metrics

Advertising Metrics, Facebook, Twitter, Google+, etc.

Conversion from Social

Buzz Monitoring, Listening

Social Customer Care – Key Metrics

Response Rate

Response Time

Answered minus Unanswered Questions

Great Customer Care For Business

Constantly measure content performance

Product Feedback

Customer Retention & Upsells

Brand Loyalty

Providing social customer care is now a must

Customer Care Trends & Best Practices

Social customer care will increase Fan engagement

Measure and understand how social customer care can impact other aspects of your business

Thank you!

Evan James, Head of North American Marketing

@evanjames11

Engage Discount Code: EngageEJ