Managing social media jmd telerx
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Session from Contact Center Spring 2012 Conference & Expo, which took place in Orlando, FL, 4/23 – 4/26/12. John MacDaniel, Telerx’s Sr. Director, Voice of the Customer, discusses how to leverage contact center best practices and apply them to social media, and how by doing so, you prepare your contact center to take a leading role in managing social media monitoring and engagement efforts.
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Managing social media jmd telerx
- 1. Managing Social Media Within Your Contact Center
- 2. Confidential & Proprietary ♦ The Landscape – How Can a Contact Center Help? ♦ Selecting the Social CSR ♦ Social Workforce Management ♦ Social Training ♦ Metrics the Contact Center Can Provide Workflow ♦ Managing the Social Queue ♦ Keyword Development Agenda
- 3. Confidential & Proprietary Perspective www.telerx.com @JohnMacD1
- 4. Confidential & Proprietary So… How Can a Contact Center Help? The Landscape
- 5. Confidential & Proprietary ♦Engagement • How do I improve customer engagement with social media? ♦Measurement: • How do I measure the effect of social marketing on my business? Customer Service IS the New Marketing R C U S T O M E A E S E R V C R K E T I N G SM Examiner-Industry Report-2011
- 6. Confidential & Proprietary Consumer Services… Gotta Grab a Bat! Social Media Mktg Spend - Forrester
- 7. Confidential & Proprietary7 Who is Monitoring? Photo: gabrielworks.com
- 8. Confidential & Proprietary Paid SM Tools Free SM Tools Query Development Social Media Social CSR Reporting Analysis Coding Engagement CSR Consumer MarketingCustomer Service Phone Email Chat Mail Training Who in the Contact Center is Monitoring and Engaging via Social Media? Escalate
- 9. Confidential & Proprietary ♦ Experience & Knowledge • Personal SM Usage • Customer Service • Industry ♦Skills • Computer • Writing • Typing ♦ Talents • Pop Culture Interest • Critical Thinking & Common Sense • Problem Solving • Desire to Assist • Drive to Take Responsibility & Be Accountable Competencies of the Social CSR Talents Skills Experience & Knowledge
- 10. Confidential & Proprietary ♦ Volume ♦ Posts Per Hour (PPH) ♦ Hours of Operation ♦ Sweeps or Near Real-Time ♦ Outage ♦ Miscellaneous Staffing – FTE Calculation
- 11. Confidential & Proprietary ♦ Social Media 101 – Introduction ♦ Technology ♦ Keyword Development ♦ Running Reports ♦ Analyzing Trends ♦ Identifying Relevant Intell ♦ Insights ♦ Engagement Process – Rules of Engagement ♦ Engagement Quality – Social Customer Service Training
- 12. Confidential & Proprietary Metrics Internal: To Manage the Business External: To Report Relevant Intel to Stakeholders
- 13. Confidential & Proprietary13 Build Metrics to Support Specific Objectives OBJECTIVESInnovation Customer Experience Campaign Management Sales/ Lead Gen Brand Health Efficiencies/ Costs
- 14. Confidential & Proprietary ♦ Service level – Speed of Answer • Red – Within 1 hour • Yellow – Within 24 hours • Green – Within 48 hours ♦ First Post Resolution (FPR) ♦ Positive Acknowledgement Response (PAR) ♦ Service Sentiment ♦ Content Correct – Yes/No ♦ Tone of Response Appropriate – Yes/No ♦ Voice of the Brand Represented – Yes/No ♦ Support Brand Messaging – Yes/No for Improved Customer Experience Quality and Productivity Metrics
- 15. Confidential & Proprietary Get Beyond Traditional Social Media Metrics… Workflow …Leverage Your CRM Hierarchy
- 16. Confidential & Proprietary Screenshot from Radian6 Engagement Console Workflow
- 17. Confidential & Proprietary ♦ Insights & Analysis ♦ Trending ♦ Influencers ♦ Hot Topics ♦ Breaking Topics ♦ Competitor information ♦ Cross Channel Implications ♦ Cross Channel Consumer Data ♦ Action Items & Recommendations ♦ Engagement Opportunities ♦ Web Analytics Reporting
- 18. Confidential & Proprietary Managing the Social Queue PHONE, CHAT, EMAIL SOCIAL
- 19. Confidential & Proprietary Beyond the Branded Pages & Accounts Keyword Development
- 20. Confidential & Proprietary What Can You do? “The goal isn’t to be good at social media, the goal is to be good at business.” - Jay Bear
- 21. Confidential & Proprietary John MacDaniel @JohnMacD1 267.942.3326 Thank you for attending this session. Please fill out an evaluation form.