BUILDING A SOCIAL MEDIA CARE PROGRAM THAT DRIVES BRAND ADVOCACY AND REVENUE

SOCIAL MEDIA STRATEGIES SUMMIT | SAN FRANCISCO, CA | FEB. 7-9, 2017

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AGENDA

Introductions & Social Program Overviews

Social Media State of the Union

Marketing & Customer Service: Leveraging Social

Care to Drive Brand Advocacy and Overall Revenue

Social Care Ownership

Social Media Objectives: Key Differences

Link between Customer Service, Revenue, and Marketing

Developing a Mutually Beneficial Social Media program:

Tactical Considerations

Social Trends 2017

Reactive + Proactive Strategies

Case Study

Q&A, Closing Remarks

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Current social channel ownership

Current support: channel priorities, hours/days, languages, volume, sentiment, topic focus

Social care management tools / platform

Key metrics

Challenges: what’s working, what’s not?

2017 strategy / goals, including product priorities

Name

Company (industry, size, location) +

position & time in current role

Primary goal for summit / workshop

Example of strong social media

presence / program (can be any brand or

company)

Introductions Social Program Overview

Nest Social Media: Considerations

Social Media Strategies Summit | San Francisco, CA | Feb. 7-9, 2017

INTRODUCTIONS

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Director, Global Product Management, Digital

Solutions, SYKES

• SYKES is a global leader in Customer Interaction

Management. Through innovation and analytics, we

deliver consistent, high quality customer service for

leading companies around the world through multiple

communication channels, including phone, e-mail,

web, chat, and social media

• SM|Edge is a strategic SYKES solution providing

comprehensive, cost-effective global social media

customer care

Previous Experience:

• Marketing Director, Dark Horse Comics

• Brand Manager, New Media Strategies (agency; now

MXM)

• Consultant: Animal Planet, USO, Delivery Agent

• Director of Strategy, Swift Collective (agency)

• Author of two novels; contributing writer for numerous

publications and blogs

Background Current Role

Nest Social Media: Considerations

Social Media Strategies Summit | San Francisco, CA | Feb. 7-9, 2017

INTRODUCTIONS

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Digitally Connected | Socially Active | Voicing Opinions | Expects to Be Heard

SOCIAL MEDIA: STATE OF THE UNION

Sources: J.D. Power & Associates, Twitter for Customer Service Playbook, Sprout Social Index, Gartner, American Express Global Customer Service Barometer, Harvard Business Review, Aberdeen Group

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MARKETING & CUSTOMER SERVICELeveraging Social Care to Drive

Brand Advocacy and Overall

Revenue

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Then and Now

SOCIAL MEDIA OWNERSHIP

MARKETING | PR

CORPORATE

COMM.

CUSTOMER

SERVICE

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Key Differences

SOCIAL MEDIA OBJECTIVES

Marketing

Brand Awareness

Brand Sentiment

Content Engagement

Brand Advocacy

Customer Service

Productivity

Quality Assurance

Speed of Response

Satisfaction

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LINK BETWEEN CUSTOMER SERVICE & REVENUE…

Sources: J.D. Power & Associates, Twitter for Customer Service Playbook, Sprout Social Index, Gartner, American Express Global Customer Service Barometer, Harvard Business Review, Aberdeen Group

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Marketing

Brand Awareness

Brand Sentiment

Content Engagement

Brand Advocacy

Customer Service

Productivity

Quality Assurance

Speed of Response

Satisfaction

… LINK BETWEEN CUSTOMER SERVICE & MARKETING

Key Considerations | Working Discussion

SOCIAL MEDIA MUTUAL OWNERSHIP

SOCIAL PRESENCE

• Dedicated care channels?

HOURS/DAYS OF SUPPORT

• Client vs. customer expectations

TECHNOLOGY

• Shared platform

PRIORITZATION OF VOLUME

• Direct vs. indirect mentions

OMNICHANNEL INTEGRATION

• Protocol for shifting channel support method

SOCIAL EDITORIAL CONTENT

• Organic and paid publishing schedules

PROGRAM OPTIMIZATION

• Reporting, data analysis, actionable insights

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Social Media Strategies Summit | San Francisco, CA | Feb. 7-9, 2017

Q&A | WORKSHOP BREAK

MARKETING | PR

CORPORATE

COMM.

CUSTOMER

SERVICE

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Bot/AI Technology in Social Media

• SYKES POV: Bot/AI can be very effective as a Social IVR when used correctly (with limited decision tree) as a complement to human agent support (but not replacement of).

• New functionalities in Twitter DM and Facebook Messenger leveraging bot/AI technologies with specific focus on customer service

• Companies can experiment with how new Twitter features Welcome Messages and Quick Replies work via DM to @furniaccount.

Channel Considerations: Social Care Actionable Volume Growth

• No longer just Facebook and Twitter: increasing customer service-related volumes on Instagram, Snapchat, and consumer review sites

Reactive + Proactive Social Care Strategy…

Highlights

Observations

Looking Ahead at 2017

SOCIAL MEDIA TRENDS

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Monitor Direct Mentions | Respond | Repeat

TODAY’S Rx: REACTIVE SOCIAL CARE

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Reach Out | Ask | Inform

NEW Rx: PROACTIVE SOCIAL CARE

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SOCIAL MEDIA CUSTOMER CAREProactive Strategies + Tactics for

Consideration

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The Proactive Approach

TELL THEM WHERE YOU ARE

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The Proactive Approach

THINK NEWSROOM (NOT TRIAGE CENTER)

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The Proactive Approach

USE SOCIAL INTELLIGENCE AS A COMPASS

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The Proactive Approach

HELP CUSTOMERS HELP THEMSELVES

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The Proactive Approach

CAST A WIDER LISTENING NET

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The Proactive Approach

GO THE (UNEXPECTED) EXTRA MILE

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The Proactive Approach

BUILD SOCIAL PREPAREDNESS KITS

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CASE STUDY

Driving Social Media Customer

Care Support from <1% to 20%

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2014 customer support channel mix:

Client needed a cohesive social media

program that could help drive social

care from fielding <1% to 20% of overall

customer support by FY16/17

Client maintains a passionate fan base

that is digitally savvy – and digitally

vocal

At program onset in 2014, average of

10K social care Tweets per week, with

30-40% identified as actionable

opportunities

Customer Insights Channel Mix

Leading Gaming Console Manufacturer: USA Social Support

THE CHALLENGE

Leading Gaming Console Manufacturer: USA Social Support

THE APPROACH

Program launched Q3/Q4-2014, with command center operations based out of Las Vegas and El Salvador.

Supported in English and Spanish for 1-on-1 Twitter engagement through dedicated care handle, 6a-10a PT

(16 hours a day), 7 days a week.

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Actionable40-45%

Twitter Community: 1M+ Direct @ Mentions: 25K/week

Channel Focus Current Priorities

Leading Gaming Console Manufacturer: USA Social Support

THE SOLUTION

If an issue cannot be resolved in social, social agent can also invite

the user to continue their conversation through a live chat session.

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Initiatives include:

– Developing broadcast social care content strategy for mass updates and common/pervasive issues;

provides a one-to-many solution with the ability to immediately reach the community of one million

followers, along with additional visibility via retweets

– Informing customers served on voice and chat of social options for future support needs

– Prominently featuring social support options on website under help options

Proactive Social Care Strategy in tandem with Reactive Support

Leading Gaming Console Manufacturer: USA Social Support

BENEFITS & RESULTS

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Proactive Social Care Strategy in tandem with Reactive Support

Leading Gaming Console Manufacturer: USA Social Support

BENEFITS & RESULTS

FY15 MIX FY14 MIXFY16/17 STRATEGY

Social serves as “early warning system” for

voice and chat support, providing case

deflection for these channels

– With proactive tweets noting awareness with a

network issue, we can track an immediate

impact on decreasing volume in other queues

– Leverage social to post voice or chat

information to advise consumers on wait times

for each channel to help alleviate and transfer

incoming volumes

Social Media Strategies Summit | San Francisco, CA | Feb. 7-9, 2017

Q&A | CLOSING REMARKS

www.sykes.com

sarahgrace.mccandless@sykes.com

@SYKES_SMEdge

@SarahDisgraced