calgary telus convention centre | march 8 | calgary social media workshop craig wilson
TRANSCRIPT
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Today’s Objectives
•Social media: is it hype or real?•What are customers doing about it?•Can you show me some sample use cases?•How can we help them?•What do I need to do now?
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
What is Social media?
Social Media in the Contact Center?
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Social Identity SHIFT
From Annonymity
To …Community
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
I’m looking for a new Camera
Have you thought about a DSLR?
I like the small, easy to carry ones. They are
inexpensive and they take great shots
I had a really bad experience with the
Model Z from Quartec. Stay away from that one!
Peer Pressure SUPPORT
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Where is its Impact
“ By Wednesday afternoon, a Facebook page called Boycott Delta for Soldiers had sprung, and the airline was backpedaling…
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Where is its Impact
• Arab Spring• Bin Laden’s death• Occupy Wallstreet• Weinergate • Chapstick / Ragu• Vancouver Riot Response• Parliamentary Tweets
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Marketing spend shifting towards Digital
Billboards TV Print
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Why Get into Social Media?
Drive improved brand loyalty, defuse bad publicity and turn detractors into promoters
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Social Recruiting• Post Jobs
– FB Marketplace– FB Page– Tweet Links– Groups
• Self Search– Topics– Locations– Industries– Users– Pages– Groups
• 955 hires in 2010– 681 Applicants – 45 hires (7%)– 3926 Applicants, 226 hires (6%)– 1004 Applicants, 84 hires (8.3%)txt
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Today’s Financial Advisors
• 30% of advisors are using social media tools to expand or maintain their book of business1
• Advisors are increasingly relying on their personal “brand” rather than on their corporate brand to market themselves1
– 76% of advisors say they rely on their own marketing efforts more than their firms’
• How Advisors want to engage through social media:1
– Client communications– Gaining market insight– Prospecting– Building personal brand
• Advisor’s compliance awareness:2
– 57% were aware of a company policy– 32% were not aware of any company policy – 11% were unsure of any policy
17
1- HNW inc Advisor Study, 20102- SocialWare Advisory Survey, 2010
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Direct Marketing
@jetbluecheeps has over 78,000 followers for their renowned Monday last minute deals. Taking advantage of the already spontaneous twitter crowd to fill seats.
Source: report published by engagementdb.com
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
So what does this mean to you?
Exponential Growth in
Social Interactions
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
How can my agents become “Social Media Ready”?
What business value can Social Media bring my
company?
How do I measure Success?
Can Social Media improve my Outbound performance?
Can I leverage Social Media to enhance collaboration at my
enterprise?
Which Social Media Channels make sense for me?
What’s the best strategy for capturing and filtering
Social Content?
How can I integrate Social Context into my Customer
Service Engine?
Burning Questions
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 1 - The Social Opportunity
Web (external)
(internal)
The Social Web
Chatter relevant to you!
I believe there is the value in Social Media but I wonder how
to get started…
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Social Strategy Team Development
Marketing
IT Customer Care
?
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 2 - Current State and Objectives
Web (external)
(internal)
The Social Web
Chatter relevant to you!
Need to Link up with our Marketing team to
understand what we are putting out there
General Content
Products
ServicesGeneral Info
PUSH
What business objectives are we trying to meet ? How can
we achieve those through Social Means?
Marketing Team
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 2 – CURRENT STATE & OBJECTIVES
• Different parts of the company are active on social networks but in siloed fashion
• Social Media is strickly a sales conversation (campaigns)• Organizational Structure does not have clarity specific to Social
Media or a Social Media Strategy team has recently been formed• LOB, IT and Sales/Mktg may have Social Plans but in isolation from
each other
Symptoms
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Social Strategy Team Development – Step 2
Marketing StrategistSocial Media
Strategist
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 3 - Listen…
Web (external)
(internal)
The Social Web
Chatter relevant to you!
General Content
Products
ServicesGeneral Info
PUSHPU
LL
Need to hire a few FTEs to handle this
load
Let me start to LISTEN to what is being said out there. By Whom, in which platforms
and how frequently
Social Response Team
Manual Effort
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 3 – LISTEN
• Primarily a Defensive Strategy• Company invests in 1 FTEs to get started on Social Media• Leveraging 1 to 3 cloud based (Manual) tools to crawl Social
Platform activity• Focus is limited to 1 to 2 platforms (i.e. FB and twitter)• Basic search criteria is established (keywords driven)• Must read content one by one, some keyword search used• Little to no reporting / business intelligence is gathered
Symptoms
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Social Strategy Team Development
Marketing Strategist
Social Intelligence Analyst
Social Media Strategist
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 4 - Engage
Web (external)
(internal)
The Social Web
Chatter relevant to you!
General Content
Products
ServicesGeneral Info
PUSHPU
LL
Social Response Team
Let’s Engage with our audience!
Manual Effort
How?
Who?
When?
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 4 – ENGAGE
• Company invests in 1 to 3 more FTEs to get engaged on the social web (all in Marketing team)
• Basic Process is put in place to ensure consistency in responses• Little to no reporting is available• None of the activities are automated• Low volume of interactions• Highest priority given to negative mentions relating to brand
Symptoms
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Social Strategy Team Development
Marketing Strategist
Social Intelligence Analyst
Social Content Manager Community Leader
Social Commerce
Social Media Strategist
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 5 - LEARN
Web (external)
(internal)
The Social Web
Chatter relevant to you!
General Content
Products
ServicesGeneral Info
PUSHPU
LL
Social Response Team
How can I get this team ready for Social Conversations?
Manual Effort
KPI ?
Response Times?
Policy?
Risks?
Agent Training?
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 4 – LEARN
• Team starts to grasp volume of activity,criticality and prioritization of activity. Company invests in more FTEs (up to 10 total) to expand support (all in Marketing team)
• Expand to include Blogs and 1 to 2 other relevant platforms or communities (i.e. Youtube, foursquare)
• Manual tools still prevalent but company starts exploring services (predominantly Cloud based) “for fee” services
• Specific critical social interactions highlight the importance of proactive handling of priority cases. Leverage those to sell idea to mgmt
• Deeper procedures, guidelines, policies are put in place to support the operation and minimize risk
• Volume is growing but still manageable
Symptoms
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Social Strategy Team Development
Marketing Strategist
Social Intelligence Analyst
Social Content Manager Community Leader
Social Commerce
Social Media Strategist
Community Manager
Community Manager
Community Manager
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 5 - Integrate with Customer Care
Web (external)
(internal)
The Social Web
Chatter relevant to you!
General Content
Products
ServicesGeneral Info
PUSHPU
LLHow can I integrate the Social channel into my
Customer Service Engine?
Social Response Team
Manual EffortTools
Process
People
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 5 – Integrate with Customer Care
• Infrastructure is capable of receiving social activity in a seamless fashion• Amount of social items requiring human interaction are greatly reduced via
enhanced filtering capabilities – SPAM, language, sentiment, relevance
• Contextual data is added to work items automatically to enhance the agents ability to address work item– User Social ranking & CRM pull in of data
• Work item is intelligently and automatically routed to relevant groups to improve time to resolution
• Reporting capabilities are now in line with the rest of the metrics the contact centre provides and are enhanced to consider the impact of Social as a channel
Symptoms
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 6 - Expansion
Web (external)
(internal)
The Social Web
Chatter relevant to you!
General Content
Products
ServicesGeneral Info
PUSHPU
LLCommunity Content
Events Surveys
PUSH
Thought Provoking
PULL
Generated Content
Social Strategy Team
Good News! We have created Social Programs
designed to succeed through Social Media
We are Ready to Go!
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Step 6 – EXPAND
• Social Media Strategy Planning matures in the enterprise• Defined Objectives are set (including business KPIs)• Programs put in place to specifically address Social objectives (i.e.
growth in followers, re-tweets, increase engagement items, increased sales)
• Marketing makes deal with external company to support in the creation, development and promotion of communities
• Monitoring solutions are put in place that are linked to marketing campaigns and can track success of such campaigns
• Volume of social items requiring human review increases exponentially.
Symptoms
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Social Strategy Team Development
Marketing Strategist
Social Intelligence Analyst
Social Content Manager Community Leader
Social Commerce
Social Media Strategist
Community Manager
Community Manager
Community Manager
Customer CareReports, Dashboards,
Business Intelligence
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
Steps towards Social Engagement Readiness
42
Opportunity: Does engaging in Social Media make sense for my
company Where are we going and how is Social Media going to help
get us thereCurrent Landscape:
Applicability, competition, industry, competitive
opportunity
Plug into Customer Care capabilities and insert “Social” with
the rest of the interaction points
What does the information tell us and how can we achieve our
objectives?
1
Deliverable Document
Cust
omer Awareness
2
Current State &
Objectives
3Engage
4
Integrate5
Expand
Listen
Plan to handle scale with accuracy and
integrity
Learn
7The operation is now ready for scale. Team is Social Ready and
capable of expansion
6
What is being said, Who is saying it,
Where is it being said
Social Media is integrated into the customer engagement
process
Point of entry
CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY
What’s Next on my Journey?
Social Assessment
What social technologies do you have?
What applications should you be considering?
What are the likely departments for deployment?
How is this technology likely to evolve?
Social Strategy
Define objectives (desired Social Identity)
Identify AlternativesChoose a PathDefine a strategyChoose Technology to
address needsEstablish Strategic
Roadmap to achieve
Social Media Roadmap
Build segmentation defined by conversations
Identify points of contact for listening and engaging
Define routing strategyIdentify Success criteria
metricsMeasure and Monitor
User Adoption & Collaboration
Define User Adoption Plan for Social Media uptake
Knowledge learning across the enterprise
Share comments and observations with discrete communities of interest
Establish a continuous improvement & optimization