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Craig Wilson. Social Media Workshop. Today’s Objectives. Social media: is it hype or real? What are customers doing about it? Can you show me some sample use cases? How can we help them? What do I need to do now?. What is Social media?. Social Media in the Contact Center?.

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today s objectives
Today’s Objectives
  • Social media: is it hype or real?
  • What are customers doing about it?
  • Can you show me some sample use cases?
  • How can we help them?
  • What do I need to do now?
what is social media
What is Social media?

Social Media in the Contact Center?

what is driving this

What is driving this?

The Social Phenomenon

social identity shift
Social IdentitySHIFT

FromAnnonymity

To…Community

peer pressure
Peer Pressure

SUPPORT

Haveyouthoughtabout a DSLR?

I’mlookingfor a new Camera

I likethesmall, easytocarryones. They are inexpensive and theytakegreatshots

I had a reallybadexperiencewiththeModel Z fromQuartec. Stayawayfromthatone!

where is its impact
Where is its Impact

“ By Wednesday afternoon, a Facebook page called Boycott Delta for Soldiers had sprung, and the airline was backpedaling…

where is its impact1
Where is its Impact
  • Arab Spring
  • Bin Laden’s death
  • Occupy Wallstreet
  • Weinergate
  • Chapstick / Ragu
  • Vancouver Riot Response
  • Parliamentary Tweets
why get into social media
WhyGetinto Social Media?

Drive improved brand loyalty, defuse bad publicity and turn detractors into promoters

social recruiting
Social Recruiting
  • Post Jobs
    • FBMarketplace
    • FB Page
    • Tweet Links
    • Groups
  • SelfSearch
    • Topics
    • Locations
    • Industries
    • Users
    • Pages
    • Groups
  • 955 hires in 2010
    • 681 Applicants – 45 hires (7%)
    • 3926 Applicants, 226 hires (6%)
    • 1004 Applicants, 84 hires (8.3%)

txt

today s financial advisors
Today’s Financial Advisors
  • 30% of advisors are using social media tools to expand or maintain their book of business1
  • Advisors are increasingly relying on their personal “brand” rather than on their corporate brand to market themselves1
    • 76% of advisors say they rely on their own marketing efforts more than their firms’
  • How Advisors want to engage through social media:1
    • Client communications
    • Gaining market insight
    • Prospecting
    • Building personal brand
  • Advisor’s compliance awareness:2
    • 57% were aware of a company policy
    • 32% were not aware of any company policy
    • 11% were unsure of any policy

1- HNW inc Advisor Study, 20102- SocialWare Advisory Survey, 2010

direct marketing
Direct Marketing

@jetbluecheeps has over 78,000 followers for their renowned Monday last minute deals. Taking advantage of the already spontaneous twitter crowd to fill seats.

Source: reportpublishedbyengagementdb.com

so what does this mean to you
So whatdoesthis mean toyou?

ExponentialGrowthin Social Interactions

burning questions
Burning Questions

How can my agents become “Social Media Ready”?

How can I integrate Social Context into my Customer Service Engine?

What’s the best strategy for capturing and filtering Social Content?

Can I leverage Social Media to enhance collaboration at my enterprise?

Which Social Media Channels make sense for me?

Can Social Media improve my Outbound performance?

How do I measure Success?

What business value can Social Media bring my company?

step 1 the social opportunity
Step 1 - The Social Opportunity

The Social Web

Chatterrelevanttoyou!

Web (external)

(internal)

I believethereisthevalue in Social Media but I wonderhowtogetstarted…

social strategy team development
Social StrategyTeamDevelopment

?

Marketing

IT

CustomerCare

step 2 current state and objectives
Step 2 - CurrentState and Objectives

The Social Web

Chatterrelevanttoyou!

Services

General Info

Products

Web (external)

General Content

(internal)

Needto Link up withour Marketing teamtounderstandwhatwe are puttingoutthere

Whatbusinessobjectives are wetryingtomeet ? How can weachievethosethrough Social Means?

PUSH

Marketing Team

step 2 current state objectives
Step 2 – CURRENT STATE & OBJECTIVES
  • Differentparts of thecompany are active on social networksbut in siloedfashion
  • Social Media isstrickly a sales conversation (campaigns)
  • OrganizationalStructuredoesnothaveclarityspecificto Social Media or a Social Media Strategyteam has recentlybeenformed
  • LOB, IT and Sales/Mktgmayhave Social Plansbut in isolationfromeachother

Symptoms

social strategy team development step 2
Social StrategyTeamDevelopment – Step 2

Social Media

Strategist

Marketing Strategist

step 3 listen
Step 3 - Listen…

The Social Web

Chatterrelevanttoyou!

Services

General Info

Products

Web (external)

General Content

(internal)

Let me starttoLISTENtowhatisbeingsaidoutthere. ByWhom, in whichplatforms and howfrequently

Needtohire a fewFTEstohandlethis load

PULL

PUSH

Manual Effort

Social Response Team

step 3 listen1
Step 3 – LISTEN
  • Primarily a Defensive Strategy
  • Companyinvests in 1 FTEstogetstartedon Social Media
  • Leveraging 1 to 3 cloudbased (Manual) toolsto crawl Social Platformactivity
  • Focusislimitedto 1 to 2 platforms (i.e.FB and twitter)
  • Basic searchcriteriaisestablished (keywordsdriven)
  • Mustreadcontentonebyone, somekeywordsearchused
  • Little to no reporting / businessintelligenceisgathered

Symptoms

social strategy team development1
Social StrategyTeamDevelopment

Social IntelligenceAnalyst

Social Media

Strategist

Marketing Strategist

step 4 engage
Step 4 - Engage

The Social Web

Chatterrelevanttoyou!

Services

General Info

Products

Web (external)

General Content

PULL

(internal)

Let’sEngagewithouraudience!

When?

PUSH

Manual Effort

How?

Who?

Social Response Team

step 4 engage1
Step 4 – ENGAGE
  • Companyinvests in 1 to 3 more FTEstogetengagedonthe social web (all in Marketing team)
  • Basic Processisput in place toensureconsistency in responses
  • Little to no reportingisavailable
  • None of theactivities are automated
  • Lowvolume of interactions
  • Highestprioritygiventonegativementionsrelatingtobrand

Symptoms

social strategy team development2
Social StrategyTeamDevelopment

Community Leader

Social Content Manager

Social Commerce

Social IntelligenceAnalyst

Social Media

Strategist

Marketing Strategist

step 5 learn
Step 5 - LEARN

The Social Web

Chatterrelevanttoyou!

Services

General Info

Products

Web (external)

General Content

PULL

(internal)

Policy?

KPI ?

PUSH

How can I getthisteamreadyfor Social Conversations?

Manual Effort

Response Times?

Risks?

Social Response Team

Agent Training?

step 4 learn
Step 4 – LEARN
  • Teamstartstograspvolume of activity,criticality and prioritization of activity. Companyinvests in more FTEs (up to 10 total) toexpandsupport (all in Marketing team)
  • Expandtoinclude Blogs and 1 to 2 otherrelevantplatformsorcommunities (i.e.Youtube, foursquare)
  • Manual toolsstillprevalentbutcompanystartsexploringservices (predominantly Cloud based) “forfee” services
  • Specificcritical social interactionshighlighttheimportance of proactivehandling of priority cases. Leveragethosetosell idea tomgmt
  • Deeperprocedures, guidelines, policies are put in place tosupporttheoperation and minimizerisk
  • Volumeisgrowingbutstillmanageable

Symptoms

social strategy team development3
Social StrategyTeamDevelopment

CommunityManager

CommunityManager

CommunityManager

Community Leader

Social Content Manager

Social Commerce

Social IntelligenceAnalyst

Social Media

Strategist

Marketing Strategist

step 5 integrate with customer care
Step 5 - IntegratewithCustomerCare

The Social Web

Chatterrelevanttoyou!

Services

General Info

Products

General Content

Web (external)

PULL

How can I integratethe Social channelinto my CustomerServiceEngine?

(internal)

PUSH

Manual Effort

Tools

Process

People

Social Response Team

step 5 integrate with customer care1
Step 5 – IntegratewithCustomerCare
  • Infrastructureiscapable of receiving social activity in a seamlessfashion
  • Amount of social itemsrequiringhumaninteraction are greatlyreducedviaenhancedfilteringcapabilities
    • SPAM, language, sentiment, relevance
  • Contextual data isaddedtoworkitemsautomaticallytoenhancetheagentsabilitytoaddressworkitem
    • User Social ranking & CRM pull in of data
  • Workitemisintelligently and automaticallyroutedtorelevantgroupstoimprove time toresolution
  • Reporting capabilities are now in line withtherest of themetricsthecontact centre provides and are enhancedtoconsidertheimpact of Social as a channel

Symptoms

step 6 expansion
Step 6 - Expansion

The Social Web

Chatterrelevanttoyou!

Services

General Info

Surveys

Events

Products

ThoughtProvoking

Generated Content

Community Content

General Content

Web (external)

PULL

Good News! Wehavecreated Social Programsdesignedtosucceedthrough Social Media

(internal)

PULL

PUSH

PUSH

We are ReadytoGo!

Social StrategyTeam

step 6 expand
Step 6 – EXPAND
  • Social Media StrategyPlanningmatures in theenterprise
  • DefinedObjectives are set (includingbusinessKPIs)
  • Programsput in place tospecificallyaddress Social objectives (i.e.growth in followers, re-tweets, increaseengagementitems, increased sales)
  • Marketing makesdealwithexternalcompanytosupport in thecreation, development and promotion of communities
  • Monitoringsolutions are put in place that are linkedto marketing campaigns and can tracksuccess of suchcampaigns
  • Volume of social itemsrequiringhumanreviewincreasesexponentially.

Symptoms

social strategy team development4
Social StrategyTeamDevelopment

CommunityManager

CommunityManager

CommunityManager

Community Leader

Social Content Manager

CustomerCare

Social Commerce

Social IntelligenceAnalyst

Reports, Dashboards, Business Intelligence

Social Media

Strategist

Marketing Strategist

steps towards social engagement readiness
Steps towards Social Engagement Readiness

Current State & Objectives

Awareness

Opportunity: Does engaging in Social Media make sense for my company

Customer

Where are we going and how is Social Media going to help get us there

Listen

Current Landscape: Applicability, competition, industry, competitive opportunity

What is being said, Who is saying it, Where is it being said

Engage

What does the information tell us and how can we achieve our objectives?

Learn

Plan to handle scale with accuracy and integrity

Integrate

Deliverable Document

Point of entry

Plug into Customer Care capabilities and insert “Social” with the rest of the interaction points

Expand

Social Media is integrated into the customer engagement process

The operation is now ready for scale. Team is Social Ready and capable of expansion

3

2

5

1

7

6

4

what s next on my journey
What’s Next on my Journey?

Social Media Roadmap

User Adoption & Collaboration

Social Assessment

Social

Strategy

Define objectives (desired Social Identity)

Identify Alternatives

Choose a Path

Define a strategy

Choose Technology to address needs

Establish Strategic Roadmap to achieve

Build segmentation defined by conversations

Identify points of contact for listening and engaging

Define routing strategy

Identify Success criteria metrics

Measure and Monitor

Define User Adoption Plan for Social Media uptake

Knowledge learning across the enterprise

Share comments and observations with discrete communities of interest

Establish a continuous improvement & optimization

What social technologies do you have?

What applications should you be considering?

What are the likely departments for deployment?

How is this technology likely to evolve?