In her Brands-Only Summit presentation, GoDaddy's Stacey DePolo teaches a class on integrating social media with your customer service program.
She explains how to manage a scalable and reliable process that extends customer service to social channels.
2. SOCIAL MEDIA
+ CUSTOMER SERVICE
= TRIBE2
Stacey DePolo
@sdepolo
GoDaddy Social Media Manager
Advocacy Specialist
January 26th, 2016
3. Stacey DePolo, @sdepolo
PLANNING: KNOW YOUR TRIBE
• What do you stand for?
• Determine goal (tied to brand promise).
• What’s the vibe of your tribe?
4. Stacey DePolo, @sdepolo
ALIGN ON APPROACH
• Social CS as NPS closed loop
• Advocacy = end of sales funnel
• Empower front line social agents
• Align KPI’s with revenue and
known detractor issues
• Work across silos
Awareness
Research & familiarity
Opinion
Consideration
Purchase
Repurchase
5. Stacey DePolo, @sdepolo
SOCIAL SUPPORT PLAYBOOK
• Consistent with brand voice –
style of response as important as words
• Consistent response in all channels
• Respond in same channel as contacted
• Plan regular review & updates
6. Stacey DePolo, @sdepolo
BUILD, TRAIN, & TEST A TEAM
• Select from your best
support agents with the
greatest experience
• Select people who use social
media for personal or other
business
7. Stacey DePolo, @sdepolo
LISTENING & MONITORING
• Social CS is a spectator sport!
• Prioritize:
• Influence
• Customer segments
• Close the loop: make customers feel heard
• Turn insights into action & communicate change
• Measure sentiment/volume/velocity to determine
escalations
8. Stacey DePolo, @sdepolo
SELECT SCALABLE TOOLS
• Market leaders vs. smaller hungry companies
• Internationalization/translation
• Reporting (trends and anecdotes)
• Integration with your CRM
• Match social accounts to customer accounts
10. Stacey DePolo, @sdepolo
PRIORITIZE ADVOCATES & DETRACTORS
• Nurture advocates systematically
> enroll in mission of the tribe
• Suppress detractors from seeing
social ads
• Track conversions of detractors to
passives/advocates
Recommend us?
11. Stacey DePolo, @sdepolo
RESPOND TO LEGIT CRITICISM. EARN
RESPECT
• ID influencers not to ignore
• Messaging for one customer
segment will be seen/critiqued by all