from in-store to online: mastering social media for the holiday season

Leading software platform designed for social customer service

Expertise and services in training, implementation and social service process

#SeasonalSocialJoin the conversation:



Win a $50 gift card from JackThreads

Tweet about the event using #SeasonalSocial for a chance to win a $50 JackThreads gift card

H O L I DAY 2 0 1 3 : R E TA I L OV E RV I E W

October 2013Rachel Arthur, global senior editor

GET READY

#SeasonalSocial

TOTAL SALES:

+3.9% $602.1bn

ONLINE SALES:

+13%-15% $82bn

2013 HOLIDAY FORECAST

Source: National Retail Federation

#SeasonalSocial

THE IMPORTANCE OF MOBILE

MOBILE SALES (2012):

16% OF SALES +63% GROWTH

STRATEGY:· MOBILE OPTIMIZATION· RESPONSIVE DESIGN

· SHOWROOMING?

Source: IBM

#SeasonalSocial

SERVICE DIFFERENTIATOR

86% OF SHOPPERS WILL PAY MORE FOR A BETTER CUSTOMER EXPERIENCE

37% PREFER CUSTOMER SERVICE OVER SOCIAL

MEDIA THAN THE PHONE

IN 2012, 65% USED SOCIAL MEDIA TO FIND THE

PERFECT GIFT

Sources: Oracle / Nielsen / Crowdtap

#SeasonalSocial

NOW IS THE TIME TO START

49% OF RETAILERS WILL LAUNCH THEIR HOLIDAY

CAMPAIGNS BEFORE HALLOWEEN IN 2013

HERE’S WHY: 43% OF CONSUMERS STARTED

THEIR SHOPPING AROUND HALLOWEEN IN 2012

Sources: Experian / MDG Advertising

#SeasonalSocial



Agenda

‣Social Customer Service for the Holiday Season Joshua March, Conversocial

‣Retailer Experience: JackThreads

‣Retailer Experience: Bergdorf Goodman

‣Customer Service Best Practices from STELLA Service

‣Panel and Q&A – Please hold all questions until this time

WiFi W MeetingRoomPasscode WUS01 #SeasonalSocial

Joshua March, Founder & [email protected]

Preparing Social Customer Service For The Holiday Period

#SeasonalSocial



‣150+ major brand customers in more than 20 countries

‣500m+ fans and followers served by our customers

‣300,000+ responses made every month through Conversocial

The leader in powering social customer service

Featured in

#SeasonalSocial

150+ global customers

#SeasonalSocial



Poll

Consumers who will be less likely to buy from you after seeing unanswered questions on your social channels

Why social customer service is business critical

88%

#SeasonalSocial

In-channel resolution key to the customer experience

#SeasonalSocial

Show image of cover?

Deflection report

98%

…of consumers given an email or

phone number hadn’t asked for it

#SeasonalSocial


Deflection report

Conversations that went silent after

redirection

83%76%

#SeasonalSocial


Deflection report

83%

Customers who responded saying

they’d already tried the traditional

channel

19%

#SeasonalSocial

1.72%

The best retailers deflected under 5% of queries

3.63%

#SeasonalSocial

Analyzed 200,000+ @mentions received by 10 major retails in 2012 holiday period

In-depth analysis to understand exact issues retailers faced at different times

New research: what to expect in the holiday period

11/2

0/12

11/2

2/12

11/2

4/12

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6/12

11/2

8/12

11/3

0/12

12/2

/12

12/4

/12

12/6

/12

12/8

/12

12/1

0/12

12/1

2/12

12/1

4/12

12/1

6/12

12/1

8/12

12/2

0/12

12/2

2/12

12/2

4/12

12/2

6/12

12/2

8/12

12/3

0/12

1/1/

130

1000

2000

3000

4000

5000

6000

7000

8000

9000

#SeasonalSocial

vs. October

Average surge in volume over holiday period

#SeasonalSocial

123%

#SeasonalSocial

11/20/12 11/25/12 11/30/12 12/5/12 12/10/12 12/15/12 12/20/12 12/25/12 12/30/120

1000

2000

3000

4000

5000

6000

7000

8000

9000

Thanksgiving

Cyber Monday

ChristmasNew Year

Top 3 topics:

1. Customer Dissatisfaction

2. Customer Satisfaction

3. Sales, Events & Promotions

What were customers tweeting about?

#SeasonalSocial

Get it right – and your customers will share it

#SeasonalSocial

@mikewhitmore: 100k followers

Product availability caused biggest negative surges

#SeasonalSocial

Post-Christmas Surge

#SeasonalSocial

Largest surge of positive mentions on a single day

#SeasonalSocial

2,772 tweets in one day

26x average daily volume

Interactive Twitter conversation with gift card reward

#SeasonalSocial

Summary

- Be prepared for more than double normal volume

- Biggest surge will be for the 7 days following Cyber Monday

- Product availability issues could cause biggest unexpected surge

- Negative offline service issues will get shared on social

#SeasonalSocial

Summary

#SeasonalSocial

Get it right and you’ll generate a large amount of

positive engagement



Poll

Thank you

Full report will be emailed to all attendees

For more research see:www.conversocial.com

Service With Style for the HolidaysService with Style

David Tull Customer Engagment

[email protected]

How JackThreads Bolsters its Brand by Delighting its

Customers

Who We Are

What We Do

Of sales now come from mobile units

366%

50%

10%

Growth in new members year-over-year

Of total CS Volume is social media interactions

Holiday PrepBrand Voice

• Knowing Who We Are• Knowing What We Want• Providing actionable direction on

how to play the part.

Holiday Prep

Holiday PrepListen to Customers

• CSAT• Social sentiment• Know what we want to know• Help our agents deliver the voice

of the customer

Holiday Prep

Holiday PrepYour demographic might shift…



Jordy LeiserCEO and Co-Founder STELLA [email protected]









Rachel ArthurGlobal senior editor, digital media & marketing, WGSN

@rachel_arthur

Joshua MarchCEO and Co-Founder,

[email protected]_march

Jordy LeiserCEO and Co-Founder,

STELLA [email protected]

Cannon HodgeSocial Media Manager,

Bergdorf [email protected]

David TullCustomer Engagement Manager, JackThreads

@JackThreads