Making the Business Case for Social Customer CareBlake Landau, Social Media Program Manager, Intel Customer Support
@IntelSupport@BlakeLandau
Intel’s Global Social Media Presence• FB 35m likes • Twitter followers 2.5m+• YouTube 66K subscribers• Google+ 500k followers• Sina Webo 900k followers • Instagram 5k fans• Pinterest 7k followers• Support Community visits ~12m in 2013
Support link moved to prominant
position
Support makes majority of Intel.com
Community visits
What Intel Social Support Does Today:• Manage the Intel support
communities driving 90% of the traffic of all Intel communities
• Twitter support
Future of Intel Customer Support:• Gamification and thought
leadership programs• Working Facebook support into
our strategy
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Why are we here?
• The customer is now in control of the conversation
• Social media is not just another channel• There’s no universal handbook on
becoming a social business
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You are here to bring your company into the future. In other words: make change.
The many hats of the change agent:
• Detective• Lawyer• Motivator• Coach• Guardian• Storyteller• 50 blind dates participant
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• How do I identify and communicate the ROI?• What do your company’s decision-makers
care about?• How do I get key internal influencers to care?• What resources do I have and what
resources will I need to develop an implementation plan?
Today’s Agenda
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How do I identify and communicate the ROI?
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The Executive’s Mind Frame:
• Save me money?• Save me time?• Make me money?
• Make my job easier?
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Social media provides a way for serious business to get done. Do your colleagues agree?
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Prove it will work.
Every day look for case studies of companies that are doing it WELL.
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Determining value through deflection
Do you know the cost of a call to your call center? The cost of an email response? A chat response?
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• Make it relatable• Tell stories• Don’t come from a place of fear
Communicating the ROI of social support
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• Be patient• Engage the believers• Don’t try to hammer a square peg into
a round hole
Building your ROI story continued
Use the Tools!
• Invite your advocates into a group on your collaboration tool
• Post relevant industry news• Share any and all positive customer
interactions from social media with leadership
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Embrace a new support mantra:
“support IS marketing.”
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How to make decision makers care?
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Motivation:
• Listen to management concerns and interests
• Understand what keeps your stakeholders up at night
• How can social media alleviate their pain points?
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Over-prepare
• Always be a step ahead• Create possible workflows and
processes before they are requested• Consider all possible avenues• Scalability and resourcing will be very
important in your roadmap
Show me it works.
The role of Support:•Solve customer problems on social channels effectively•Create a scalable process•Illustrate the successes to management
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Become successful by making others successful.
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Getting key internal influencers to care
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The Hustle
• Ask for meetings with internal influencers
• Secure face to face meetings whenever possible
• Get referrals to other people who have done change agent programs within your company
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Building advocacy is a marathon not a sprint
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Internal influencer engagement
• Teach influencers who want to learn more
• Don’t knock down the door of influencers who aren’t interested in your program
• Earn attention through good work
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What resources do I have to develop an implementation plan?
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Questions before you start
• Do you have a budget?• Do you have access to tools?• Do you have people resources?• Do you have your framework,
guidelines and work flows created?
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Are other channels slowing down in popularity? Can you take resources from them to grow your social footprint?
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Train motivated, knowledgeable agents with strong communication skills on social.
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• Don’t assume you need to hire recent college graduates.
• Find candidates who know their way around the company and its products.
Hiring Community Managers?
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What you will need to scale the program:• Listening tool• Social media playbook• Response grids• Proactive content• SMEs who can help• Support from marketing and IT• Advocacy of employees across your company
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• You will make mistakes • Learn from them, quickly• Don’t dwell on negativity• Find your support• Celebrate successes
In conclusion
