integrate social media with customer service, presented by stacey depolo
TRANSCRIPT
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Integrate social media withcustomer service
STACEY DEPOLOGODADDY
SOCIAL MEDIA + CUSTOMER SERVICE= TRIBE2
Stacey DePolo
@sdepoloGoDaddy Social Media Manager
Advocacy Specialist
January 26th, 2016
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?
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
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
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
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
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
Stacey DePolo, @sdepolo
THE RIGHT METRICS ALLOW RAPID RESPONSE
#PuppyGate
Positie Negative
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?
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
THANKS.
Stacey DePolo @sdepolo staceyDePolo.com
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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016