An overview and insight into the world of social media customer service including: - Radian6 Social Media Maturity Scorecard - Comcast Case Study - Business Case for Social Media Customer Services - How to Operationalize Social Media Customer Services - Social Media Technology Roadmap - Social Media Reporting and Governance

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An Exploration into Social Media Customer Service
By Robin Leonard
AllFamous Digital

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Agenda
1. Social Media Maturity Model
2. The Business Case
3. Operationalizing Social
4. Social Technology Roadmap
5. Reporting and Governance
6. About Us

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Functionality" Extensive!Limited!
BusinessImpact"High!Low!
4
2 – Organized
• Direct consumer engagement, may include Customer Service"
• Basic brand monitoring"
• Paid/owned/earned presences are born"
• Social media policies and training in place"
• Full time social media employees "
3 – Engaged
• Creating and publishing content key to engagement"
• Measuring success against business goals"
• Social media management employees"
• Competitive and industry monitoring"
4 – Optimized
• Paid/owned/earned is optimized"
• Social is embedded across enterprise"
• Employee certification required"
• Senior leadership active in social media"
1 – Informal!
• Marketing, PR or Comms with siloed efforts"
• No policies or training"
• Senior leadership asking “why?”"
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What is your social media maturity?
Before you do anything, it is a good idea to understand where you are.
Take the 5 minute TEST here: http://www.radian6.com/socialscorecard/

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Answer 10 multi-choice questions, here are your results:
Take the 5 minute TEST here: http://www.radian6.com/socialscorecard/

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Salesforce have a proven methodology for success on social.
This eBook from Salesforce tells you
exactly what you need to do in each
aspect of the test you just took, if you
want to level up.
Download it here: http://bit.ly/1jz0J1p

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YouTube link: http://bit.ly/TYLgmF
Case Study: Comcast Cares
A great video showing how Comcast use Radian6 to operationalize their social
media customer service.

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Social Customer Service is becoming an expectation.
SOURCE: http://www.socialbakers.com/blog/1748-the-
world-s-fastest-responding-brands-on-twitter
Are you going to be the first mover, or the last? This is not going away.

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Give your customers ubiquitous love across channels.
Voice
Email
Website/Chat
Social
Mobile
Shop
There should be no difference in experience across all of your channels and you
know it. Social often treated like the poor cousin when it is clearly becoming a
preference.

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Agenda
1. Social Media Maturity Model
2. The Business Case
3. Operationalizing Social
4. Social Technology Roadmap
5. Reporting and Governance
6. About Us

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There is a very simple business case for social.
41% 50% Emotions = $
Social customer care can
create a 40% cost reduction
when compared to voice.
1. Call Deflections
2. Reduce AHT
3. Lower Cost per Call
cost red.
Outsourcing your social
team to the Philippines is
easy and cost effective.
more value
A recent McKinsey study
proved a direct correlation
between social media
sentiment and revenue.
A shameless plug.
If I had a dollar for everytime I heard “what’s the ROI of social media?”. If this is
you then you are asking the wrong question. Perhaps we should be asking “What
is the impact of not doing social media?”

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1. American English is taught in schools
2. Filipinos are culturally very western
3. Labor costs are super low
4. 95.9% literacy rate
5. Massive skills pool to pick from
6. The government is stable and GDP
growth is rocketing at 7.5%
7. The government provides tax incentives
for outsourcing
8. Legal and financial system is American
Philippines
http://www.kforceglobal.com/WhythePhilippines.aspx
8 Reasons why you should outsource to the Philippines

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http://adage.com/article/digital/mckinsey-finds-social-buzz-affect-sales-
negatively/242039/
Proof – social media sentiment directly impacts revenue.

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Agenda
1. Social Media Maturity Model
2. The Business Case
3. Operationalizing Social
4. Social Technology Roadmap
5. Reporting and Governance
6. About Us

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Hub Responsibilities
• Strategy
• Playbook Management
• Content Creation
• Traffic and Workflow
• Reporting / Insights
• Training
Spoke Responsibilities
• Community Management
• Customer Services
• Campaign Management
The most popular model is Hub & Spoke.
SOURCE: Jeremiah Owyang
http://slidesha.re/1wx1DWc

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Social HQ
Manager
Reporting Analyst
(n)
Tier 0 Traffic
Controller
Tier 1 Community
Manager
Tier 1 Community
Manager
Tier 1 Community
Manager
HR
Sales
Brand
SPOKE(s)
Reports
Social Customer Service HUB
Tier 2/3 Community
Manager (e.g.
Bookings, Billing etc)
SOURCE: http://www.slideshare.net/
MohdshamsherKhan/10-
examplesofsocialmediacommandcenters
Product
Alerts
workflow
This is what your organization may look like.

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Recruitment
You may interview and approve
all hires.
Performance
We will manage the HR
performance of your agents, good
or bad.
Office
We will seat your dedicated team
in an A-class office environment
in Makati, Manila.
People are at the center of your journey

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Download the eBook:
slidesha.re/1mxOO7h
What is in a Playbook?
• Roles & Responsibilties
• Keyword Management
• What to respond to vs. what to
ignore
• Tagging and Assigning
• Crisis Detection and Escalation
• Quality Assurance
• Social Media Policy
• Response Times / SLAs
A Social Media Playbook is the Operating Manual for social.
Please read our latest blog – allfamous.com/social/what-is-a-social-media-playbook/
Every company that wants to be on social needs a very clear set of rules for how
they should engage. This is new territory so it is important you set some ground
rules in place.

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Listen for an engagement opportunity, then say hello
As marketers we want to seek out all opportunities to personally connect with
our customers. Here is a simple structure to follow, I call it a “mention matrix”.

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Radian6 Novice
Certificate
Training Method:
2 hours classroom OR online
Learning Objectives
• Setup and optimize
listening keywords
• Use the Analytics
Dashboard
• Use the Summary
Dashboard
• Setup and use the
Engagement Consol
Certification:
• Multichoice test
• Practical test
Certified Community
Manager
Training Method:
16 hours classroom
Learning Objectives
• How to use the
Engagement Console
• Tagging and Workflow
• Crisis management
• Voice and client protocol
according to the playbook
Certification:
• 2x Multichoice test
• 2x Practical Tests
Certified Reporting
Analyst
Training Method:
24 hours classroom
Learning Objectives
• Keyword optimization
• Crisis reporting
• Market research
• Campaign monitoring
• Sentiment analysis
• KPI management
Certification:
• 3x Multichoice test
• 2x Practical Tests
• 1x Final Test
You Need to Train Your People to use Social Media properly.
Social Media in large organizations isn’t as simple as giving somebody access to
the Twitter account. You need to train and certify your team. Here are some of
the courses we offer (another shameless plug):
Contact us for pricing – allfamous.com/contact

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Agenda
1. Social Media Maturity Model
2. The Business Case
3. Operationalizing Social
4. Social Technology Roadmap
5. Reporting and Governance
6. About Us

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Social Media
Reporting and Crisis
Alerts
Integrate Social Data
Social Intelligence
Live Social
Dashboards
Predict Social Crises
• Reports that monitor
brand, campaigns,
feedback and
competitors.
• 24/7 monitoring for
social media crises
Compare social media
data against your
company data using
Radian6 and your existing
Datawarehouse.
Display live social media
dashboards on large
screens, and on the CEO’s
mobile phone.
Using ‘Machine Learning’
algorithms, and historical
social data, we can predict
when a crisis is about to
hit, and mitigate it.
Social Customer Care Social Sales
Social CRM
CRM / Workflow
Integration
Multichannel
Automation
Provide proactive and
responsive customer
service with dedicated
care agents. A social
listening tool, CRM and
workflow are required.
Use social listening to
generate leads from
social media based on
“intent to buy” signals.
Leads can be driven to
landing pages, or farmed.
Integrate social media
customer data with your
CRM and workflow ticket
management service so
you can centralize all
customer contact data.
Optimize lead conversion
with personalized content
and automated lead
nurturing with a platform
like ExactTarget (B2C) or
Marketo (B2B)
There is a Clear Technology roadmap for Operationalizing Social
The beauty in social media is the amount of rich BEAUTIFUL BIG DATA there.
Organizations need to think about how they are going to integrate social data
into their existing technology stack.

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Live Crisis Warnings
We apply a serious of complex algorithms to identify
whether a potential social media crisis is looming,
and we notify you like it’s a computer game.
Real-Time Service Feedback
Understand what people are saying about your
coverage, pricing, data speed, customer service etc in
real time, and whether it is good or bad.
Stay Tuned into your Competitors
Your dashboard will indicate amber or red if your
competitor is running a promotion that you need to
respond to, OR if they have their own crisis.
KPIs determine RAG Status
KPIs help us understand if a result is Red, Amber or
Green. Your CEO can then drill into this item to
understand what the cause and best action is.
Hang a 62” live social dashboard in your CEO’s office, I dare you.
Social media is the live pulse of what people think about your brand, product,
service, competitors and industry. Imagine if you could harness that data in one
simple live dashboard and put it on your wall, laptop, or phone.

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Here is an example dashboard for an Airline client.
We use Red / Amber / Green to indicate whether there is a risk, problem or
opportunity. The dashboard should drive decisions, not just be a pretty picture.

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ETL
Datawarehouse
Reporting Layer
API
Raw mentions
- Date/Time Stamp
- Actual mention (e.g. Tweet)
- Medium (FB/TW etc)
- Sentiment
- Location
Raw Data pulled from DWH
Data translated into
Star Schemas
Reports delivered
to stakeholders
Why do I need Social Data in my DWH?
1. Correlate social media sentiment and revenue
2. Analyze historical promotions and crises and what the
impacts were to customer services, sales, operational costs
and finance.
3. Understand what causes a crisis and how to maximize a
promotion based on lessons learned
How do we do it?
We will work with your DWH team and BI Reporting Team to build
the necessary database structures so you can house the social
data. We will also facilitate access to the API with Salesforce.
Once you have the data in place, then we can work closely with
you to analyze it.
How do I Integrate Social Media data with my Legacy Databases?
Using the Radian6 API you can integrate structured and unstructured data into
your boring, old “anti-social” databases very easily.

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Generate Sales Leads from Social
Customers talk about everything from the latest
phones to their pricing plans on social media. Listen
and provide offers, discounts to nurture your leads
through to sales. Keep track of everything you do
through social media.
Get Better Customer Data
Customers talk about themselves on social media.
Get access to public data like their favorite movie or
what they had for lunch yesterday.
Centralize Contact History
If a customer Tweeted you last week, and calls your
customer service team this week, the agents should
know about the previous Tweet conversation.
Multi-Channel Case Management
Customer issues raised in social media should be
escalated, worked on, and resolved in the same way
as through a voice contact center.
I want to see ONE VIEW of the Customer
Integrating CRM and social is so important because it allows you to manage
incidents better, leverage rich social data, and run integrated campaigns.

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Agenda
1. Social Media Maturity Model
2. The Business Case
3. Operationalizing Social
4. Social Technology Roadmap
5. Reporting and Governance
6. About Us

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Correlate trends and behaviors using Analytics
Using an array of tools you can track and measure almost everything online. We
use tools like ExactTarget, BuddyMedia, Radian6, Sprout Social, Google Analytics,
SEMRush, Moz and Crazy Egg

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Track performance against pre-defined targets.
Setting and tracking metrics and KPIs is actually very simple. First you need to
decide what you want to measure, then you need to figure out how, then after
testing it, create a target to achieve and keep increasing it.

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Get Real-Time Reports Sent To You
Get PDF reports sent to you automatically so you don’t have to lift a finger.

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Radian6 is the Ferrari of Social Listening & Engagement Tools
An enterprise social media listening tool being used around the world by the
largest organizations, to help them operationalize social media.

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Agenda
1. Social Media Maturity Model
2. The Business Case
3. Operationalizing Social
4. Social Technology Roadmap
5. Reporting and Governance
6. About Us

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Our Background
We are a kiwi led digital agency based in the Philippines.
http://vimeo.com/55837627
Partnership with Salesforce
Through our long-running
partnership with
Salesforce.com, AllFamous
Digital have consulting
contracts for large
companies including ABS-
CBN, Meralco, Singtel and A
+E Networks.
It became imperative
AllFamous Digital build a
practice to help large
organizations assimilate
social media into their
processes.
We provide the following
consulting services:
• Social Media Playbook
Design
• Radian6 Training and
Getting Started
• Build/Operate/Transfer and
Staff Augmentation
• Social Media reporting
dashboards
Robin Leonard, CEO
Kiwi, Ex-IBM. Expert in
Social Media, CRM and
SEO.
Pauline Pangan, Founder
Filipina, online marketer
and serial entrepreneur.
Whilfred De Guzman,
Head of Consulting
Specializes in social media
customer service and
playbook implementation.

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Thank you.
www.allfamous.com
@allfamousdotcom