Ask the Experts

Ask the Experts
How to Harness In-House Expertise for Greater Customer Engagement

Copyright Dimelo SA http://www.dimelo.com

Your expert today

Stephane LEE
Dimelo CEO
in charge of G&A and Product
Computer Science Engineer, Master in International Marketing

Real life : 45 years old

Blogs : 8 years old
Linkedin : 8 years old
Xing : 7 years old
Facebook : 5 years old
Twitter : 4 years old
Google+ : 1 year old
Pinterest : 3 months old

s.lee@dimelo.com

@stephaneleelive


Agenda

«Ask the expert» Q&As real world examples

Interactive session

• What is your usecase

Questions for you :

• On which social media shall I create the operation ?

• Where do I find my experts ?

• What shall I ask them ?

• How do I incentivize my experts ?

• How will I manage the question flow ?

• What are the KPIs ?

• Who can help me build and run the campaign ?

Wrap up


Ask The Experts showcase


Use Cases summary

Product Launch

Loyalty: Privileged relationships for loyal customers

Seizing interest space (and Google ranks)

Educate customers on a complex offer

Create more proximity, intimacy

Pre-sales situations

• improve trust

• justify pricing


Interactive session :

What is your usecase ?
How would you use «Ask the Expert»
Q&As in your company ?


Your usecase

Why would i do that ?

On which social media shall I create the operation ?

Where do I find my experts ?

What shall I ask them ?

How do I incentivize my experts ?

How will I manage the question flow ?

What are the KPIs ?

Who can help me build and run the campaign ?


Why would a brand do that ?


Why would I do that ?

Take a share of conversation SPACE by creating content and relevant
INFORMATION

• Information is the lifeblood of Internet, my customers want it, Google likes it

ENGAGE my customers or prospects in a dialog

• Customers asking questions show a real interest in my company offering

• Personalized answers create emotional link

HUMANIZE my brand

• Yes, real people work daily for my customers. They need to know.

BALANCE my social media initiatives

• Entertainment, media, fans VS qualified people, real questions

Get valuable customer INSIGHTS

• Questions hint at true intents


On which social media shall I
create the operation ?


Points of presence

Website

Mobile App or Site

Facebook Page

Twitter Account

Youtube channel

3rd party Forums

Mutualize as much as possible !

• One user community

• One knowledge base


Where do I find my experts ?


Type of experts

In-house experts

• Identify experts

• Identify social media savvy employees

• Volunteers

Community experts

• Superfans, influencers

• Find them on Facebook, Twitter, Forums,...

Market or Industry gurus

• Hire guest stars

For retailers: invite brands delegates

Experts should be on par, the panel shoud be consistent

• don’t mix your CEO with the latest hired


Meet the Woobees


Experts
+ Community
+ Customer Service


What shall I ask them ?


Checklist

Sign the participation charter

Give us a nice picture of you and the right to use it

Produce a short bio and answer a few questions

Explain that they will be public figures, their name and picture will end up
in Google

Express your expectations

Warn HR and managers

Organize a kick-off meeting


How do I incentivize my experts ?


Incentives

Most experts will just enjoy the conversation

• the customer comes to their desk

• they can understand the consequences of what they are working on

• they can grab valuable customer insights

You can give them points and rewards

Displaying their engagement in public is a good way to avoid laggards


How will I manage the question
flow ?


Workflow

The manual way

• The community manager (CM) dispatches questions to experts (emails)

• Experts answer his emails

• CM copy/paste/edit answers and publish them on the site

Social Media Contact Center

• Give experts a professional tool to answer questions

• Automatic classification and notification

Better to separate experts from categories

• users ask questions in a category, and several experts can answer in this category

• on the UI, users still have the impression that they are asking their question directly to
the expert


What are the KPIs ?


Returns

Brand seen as being helpful, approachable, providing privileged conversations

• Presales : brand preference

• Loyalty : brand intimacy

Collect qualified contact emails for direct marketing

Search Engine Marketing (earned media)

• Traffic generation

• Keywords used to capture traffic

Measure customer engagement rate

• Number of questions, comments, votes

Call deflection

• number of questions answered, viewed

Customer insights

• discover question trends and categories

Start building your own community


Who can help me build and run
the operation ?


Partners

Your social media agency

• Very good in design and campaign communication

• Struggling on the technical side

A SocialCRM software company like Dimelo

• Not so bad in design and overall campaign management

• Quick set-up, flexible ramp-up

• Strong response processing and workflow

Both

• To get the best of both worlds

Don’t forget internal partners : champion, HR and managers


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