1. Serving Social: Using Social Media to elevate your
Customer Service
George Mikaelian @Socialmedimouth
Head of Media MENAP
Nielsen
Digital Marketing Arts
Conference and workshop,
Cairo on 10-11 Sep. 2012
Copyright 2010 NM Incite. This text is for position
only.

2. NM Incite -- The basis of our perspectives on Social
Media
Trusted data provider, leveraging proprietary technology
and buzz sources from 180+ million social media sites – across
Twitter, Facebook, blogs, message boards, and customer reviews
Global reach, in 21 countries (and growing)
Access to Nielsen’s proprietary consumer panels for online, TV,
and retail purchases
Benchmarks and insights from over 150 clients,
especially in health care, CPG, retail, auto, CE, financial services
Market leader in enterprise social media monitoring/
analytics (Source: Forrester)
Industry-leading expertise in digital
marketing,
product development, and service operations
Capability-building initiatives to enable incorporation of
social media into core organizational processes
Functional expertise in translating social media metrics
and insights into action and sustained improvement
2 2
Copyright 2011 NM Incite. Confidential and proprietary.

3. Social media has grown rapidly – today nearly 4 in 5 active internet
users engage in social media
Facebook Growth
Social Media Use1 Monthly Minutes Spent on Site Worldwide
% Active Internet Users (Millions)
80,000
60,000
Users average 55
+62% minutes on
40,000
Facebook every
day
20,000
-
2004 2011
YouTube Growth
% Active Internet Users
2003 2011
• 21% publish or own a blog
• Spend 3x more time on blogs and social networks
than on email
2005 2011
Note: 1) Includes “member communities” such as Facebook, blogs, message boards / forums, and YouTube
SOURCE: NetView & @Plan Data; Nielsen Q1 2010 Consumer Confidence Survey; 3
Copyright 2011 NM Incite. Confidential and proprietary.

4. …largely driven by real world connections and the desire to view and
contribute to reviews of products and services
% Social Media Users Ever Doing Activity 26% of online
discussion mentions
a product, service or
brand
Family / Friends Lifestyle / Entertainment
Family Contact Entertainment
Find/Maintain Old Friends Creative Outlet
Find New Friends Gaming
“How To” Info
Products / Services Follow Celebrities
Read Consumer Feedback
Dating
Learn about Products
Career / Networking
Get Coupons, Promos
Give Positive Feedback Business Contact
Give Negative Feedback Find a Job
SOURCE: NM Incite – The State of Social Media Survey, 2011 4
Copyright 2011 NM Incite. Confidential and proprietary.

5. In the Middle East and Arab world, Facebook has become a
leading communication medium with around 27 million users
26.7 Million Facebook Users in MENA
36% Facebook percent penetration among Internet
users
+36,000 New Facebook Users every day from
MENA
44% of users login at least once a day
75% of users login at least once a month
5 5
Copyright 2011 NM Incite. Confidential and proprietary.

6. Egypt, The Internet Outburst!
A boost in Internet penetration in Egypt
35
33
30 29.4
25
20 21.6
17.9
15
10 11.65
7.15 8.25
5 4.37 5.57
2.53
0
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: MCIT, the future of the internet economy in Egypt
In 2010, Internet penetration in Egypt
reached 29% and in July 2011 to 33%*
• FB penetration in Egypt is 14.36% (11.5Mill. Users)
accounting for more than 26 million
• 21% growth Vs. 6 months ago users across the nation!
• Largest age group 18-24 (38%) of FB users
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Copyright 2011 NM Incite. Confidential and proprietary.

7. Mobile Internet Users
Usage Patterns – Activities and Purpose
Top Activities Purpose of Usage
%
+14%
Base = 235 Base = 235
• Checking Facebook is the most activity done online, this percentage increased from 42% last year to 56% this year which is
an impact of the revolution
•Purpose of usage among all age groups is mainly personal, it becomes more business oriented in the age group 45 to 54 years
old.
7 7
Copyright 2011 NM Incite. Confidential and proprietary.

8. Online’s share continues to increase
Media in 60’s Media in 90’s Media Today
The Origins of Cutting the Clutter?
‘Personal Entertainment’ That’s a toughie
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9. 9 9
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10. People have more ways to complain, praise, recommend, caution…
Emerging Markets Developed Markets
10 10
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11. … and why brands should take note. Companies are
using Social Media
Generation Y/C is Marketing for
increasingly using business
Social Customer
Service
customer service
can become a
revenue
preservation and
generation center
Customer Satisfaction
Consumers will get
snapped up by a
competitor
monitoring your
brand name
11 11
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12. Why it’s obvious?
12
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13. …largely driven by real world connections and the desire to view and
contribute to reviews of products and services
26% of online
discussion mentions
a product, service or
brand
13
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14. Which Industry is most Socially Driven?
14
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15. 50
0
100
200
250
300
350
450
150
400
1/11/2012
1/13/2012
1/15/2012
1/17/2012
1/19/2012
1/21/2012
1/23/2012
1/25/2012
1/27/2012
1/29/2012
Copyright 2011 NM Incite. Confidential and proprietary.
1/31/2012
2/2/2012
2/4/2012
2/6/2012
2/8/2012
2/10/2012
2/12/2012
per day
2/14/2012
2/16/2012
2/18/2012
2/20/2012
2/22/2012
2/24/2012
mentions in Q1 2012
2/26/2012
2/28/2012
• 22 777 customer service
3/1/2012
• The peaks are on Tuesday
Social Media Types: Twitter, Groups, Boards, Blogs, Video and Images, Facebook
3/3/2012
• An average of 258 comments
3/5/2012
3/7/2012
3/9/2012
3/11/2012
3/13/2012
3/15/2012
3/17/2012
3/19/2012
3/21/2012
3/23/2012
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3/25/2012
Trend analysis of Customer Service comments in the MENA region
3/27/2012
3/29/2012
3/31/2012
4/2/2012
4/4/2012
4/6/2012
15

16. Industry and Customer Service comments in the MENA region
By crossing the general mentions on Customer Service in the Middle East blogosphere with
keywords about 2 specific industries we found that Telecom is by far the major industry where
online consumer voice they opinion online in English and Arabic for the last 3 months.
Financial Services Telecom
Customer Service 19.59% 80.41%
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Social Media Types: Twitter, Groups, Boards, Blogs, Video and Images, Facebook 16
Copyright 2011 NM Incite. Confidential and proprietary.

17. Social Care Channels - Telecoms
FB
1.8Mill
FB
1.6Mill
FB
480k
17
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Copyright 2011 NM Incite. Confidential and proprietary.

18. Why companies should invest in Social Care
Good experience – Gets you customers Bad experience – Push them away
40% of people began purchasing from a 82% of people have stopped doing business
competitive brand because of its reputation with a company due to bad customer service
for great customer service
95% of customers have taken actions as a
result of bad experience
55 % are willing to recommend a company
due to outstanding service
Harris Interactive, Right Now, TechCrunch, SatMetrix 18
Copyright 2011 NM Incite. Confidential and proprietary.

19. Top reasons behind customers switching brands
• Interaction with a rude employee
• Unexpected charge or fee
• Poor quality of product or service
Harris Interactive, Right Now, TechCrunch, SatMetrix 19
Copyright 2011 NM Incite. Confidential and proprietary.

20. Consumer displeasure can have a multiplying impact
20
Copyright 2011 NM Incite. Confidential and proprietary.

21. Customer service in Social Media is all about the positive experience you
provide…
1. It’s the little details that can set service apart from the competition
2. Exceed Expectations and Build Opportunities for Repeat Business
3. Offer Consistent Social Service by Implementing Social Care Training
4. Keep track of the Good, the Bad and the Ugly customer service experiences
21
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Copyright 2011 NM Incite. Confidential and proprietary.

22. … to improve the value of your front-line employees
Social media customer service
Leadership Analysis of Word of Mouth help to get buy-in for
implementing Social Customer Service.
Culture You have to implement the right culture favorable to
interactions with consumers using Social Media
Training “Offline” Customer Service Staff don't have the skills to
engage with customers via social media.
Legacy It requires a change in the Call Center architecture to
integrate Social Care as part of the department.
Ownership Is it Customer service, Marketing or Communication
department?
Improved customer satisfaction scores
Reduced escalations
A common service language
Improved staff morale and reduced turnover
Reduced costs
22
22
Copyright 2011 NM Incite. Confidential and proprietary.

23. Social media has expanded the traditional boundaries of ILLUSTRATIVE
customer service, especially in addressing non-directed “Traditional” customer service
service issues Expansion of customer service
through social media
Example service strategies
A B
▪ Other consumers answer
▪ Traditional channels directed queries posted on
▪ (e.g., call center, email)
Demand: Customer service queries
online community hosted by
Directed to ▪ Store sales associate/rep company
company
▪ Leverage user generated ▪ Until only a few
▪ Employees answer directed content, such as “how-to” years ago,
queries through a company videos companies
Twitter/Facebook group primarily serviced
customers
through A
C D
▪ Social media has
▪ Use online social media
listening/insights to monitor
▪ Influencers answer non- magnified the
directed queries importance of B,
Not directed and respond to non-directed
queries C, and D
to company
(floating) ▪ Employ a company sponsored
persona to respond and
interact with customers in key
forums
Supply: Who responds to customer service queries
Company Other consumers
23
Copyright 2011 NM Incite. Confidential and proprietary.

24. Customers expect prompt responses from companies through social media
and want simple ways to communicate with them
I expect a company response w/in 6 hours I expect a company response w/in 12 hours
% Social Media Users % Social Media Users
18-34 18-34
35-54 35-54
55+ 55+
I want to easily talk with companies I will help other consumers with products I like1
% Social Media Users % Social Media Users
18-34 18-34
35-54 35-54
55+ 55+
Note: All charts show % respondents rating 4 or 5 on a scale of 1=strong disagree and 5=strongly agree to the statements above
1) % of consumers that would be willing to provide “customer service” to fellow consumers for products/services that they use and/or like 24
SOURCE: NM Incite – The State of Social Media Survey, 2011
Copyright 2011 NM Incite. Confidential and proprietary.

25. Shifting customers to social media channels is more cost effective and
produces higher satisfaction than traditional models
ESTIMATE ONLY
Estimated Average Cost Per Customer Contact – By Channel
$, 2011
35% of companies
experienced a 10%
reduction in support costs
from implementing Web
2.02
$6-$12
$5 $2.5-$5
$1 <$1 <$1
Availability1 86% 25% 96% <10% 23-50% 16-37%
Customer
Satisfaction
Note: 1) % Online retailers currently offering customer service channel; 2) MGI Web 2.0 Survey (2011)
Source: Forrester Research; McKinsey Global Institute; Team Analysis 25
Copyright 2011 NM Incite. Confidential and proprietary.

26. Social media can be used to pull a series of levers to reduce service costs,
increase customer satisfaction, and drive sales
Social media customer service levers
Reduce customer churn Faster Response Times, Issue Resolution, & Transparency
Proactively improve products based on customer feedback
Drive up-sell through Improve quality of customer touch points
service channel by
improving experience Offer additional products through the service channel
Improve acquisition through Turn negative experiences into loyal customers &
referrals and advocacy brand advocates Reduce service costs
Use as early indicator of call Improve response time & alert call centers based on service
volume issues picked up online Improve loyalty/repeat usage
Diagnose and fix broken Identify broken processes within the organization based on Drive upsell/cross-sell
processes/products customer feedback
Improving efficiency and customer experience
Avoid negative flare-ups Address negative PR issues early
Reduce reach of Negative viral messaging
Improve overall agent Reduce agent-assisted interactions (e.g. reduce reliance on
productivity call center)
Improve reservoirs of customer generated knowledge to
provide better answers to customer service related queries
26
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27. Thank You
27 27
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