proactive customer care with social media

Secrets to Social Business SuccessProactive Customer Care with Social Media

#Socialbiz

Sean ValderasSocial Media ManagerCare North America

Nokia@nokiasean

Jim RuddenCMO

Spredfast@jimrudden

http://www.slideshare.net/Spredfast

The Social Media Landscape

#Socialbiz

Today’s DiscussionAn understanding of a social media initiative objective that is growing in priority.

How using social to make customer care personal while still connecting into existing organizational goals.

Proven tactics that you can start implementing today.

Understanding the Key Performance Indicators in making customer care personal.

Tips and success stories from Nokia US Care.

#Socialbiz

Objective: Proactive Customer Care

#Socialbiz

Customer Care + SocialFast response – perhaps not an immediate solution but let people know you are listening.

Helpfulness – helps people see publicly that you are responsive to customer needs.

Discovery – learn about customer issues/concerns that you did not know about.

Personal – make a personal connection that is a key part of building advocates for your brand.

#Socialbiz

Be quick to let people know you are working – but let your community help too.

Share content about:• Possible fixes• Additional resources

Troubleshooting

#Socialbiz

Customer EducationCreate a YouTube channel devoted to short tutorial videos on product(s) and services

Update your Facebook status or wall post asking customers to share their favorite uses of a product

#Socialbiz

Reward the Community

Find opportunities to highlight the benefits of being a customer and a community follower

#Socialbiz

Measuring Success

Identify specific Key Performance Indicators specific to proactive customer careRealize that not all metrics matter for every objective or tacticStart measuring KPIs at start of initiatives to track before, during and post-performance

#Socialbiz

ImpressionsUnderstand where the views are happening in your community – to help sharpen your focus

#Socialbiz

Engagement by Publication

Keep track of the topics that are resonating with your community

#Socialbiz

Monitor Success

#Socialbiz

Track the performance of your social media content by labeling key types of activity

Other Important Metrics

Activity

Activity Completed vs. Assigned

Mentions by Audience

Resolution time (coming soon)

#Socialbiz

Company Confidential. ©2010 Nokia

Company Confidential

Social Care

Sean ValderasSocial Media Manager Care North America

Company Confidential. ©2010 Nokia 16


Social Care Environment

1. Social media is a growing channel for consumers to seek answers and provide feedback for the products and services they use daily.

2. Increasing recognition of the value proposition that support teams provide in social media initiatives by the organizations traditionally engaged in social.

3. The correct processes and tools are essential for bridging the gap between the internal support expertise and the social media community.


The Spectrum of Care Today

Phone and email• Personal 1-to-1

service• One customer

at a time

Online Support• 1-to-many

service• Internal point

of view

Social Media Support• 1-to-1 AND 1-

to-many• Customer

point of view




Care Objectives

• To pro-actively engage North American consumers through social media channels

• To be a “trusted” source of information for Nokia users

• To educate and inform consumers about new functionalities, tips and software updates for devices and apps

• To build collaborative communities of Nokia users that enables them to engage in the conversation

• To provide feedback and escalation about product inquiries and /issues

Fulfilling our c

onsumer promise via

social media channels



Key Channels of Engagement



App Tips

Nokia Referrals

Product Tips

Troubleshooting

Software Release Announcements

Software Release Response

Reactive Proactive

Messages are either proactive or reactive; some topics have both proactive and reactive messages



@atomohawk Remove / Re-insert memory card, then connect to PC via USB and select Mass strorage for the

cable mode on the 5800. Try again

@calster1 Reconfigure the Ovi sync settings 'add a device' on the Ovi.com site and resend sync settings to E71

Troubleshooting:

Software Release Response:

@ezzyboy If you have Social 1.2 installed, open Photo app and mark all the pics, then upload with the upload

icon. Let us know if it works.

@optimusbear We can't comment on future releases, but we will announce

new NSU updates when they are released.

Troubleshooting customer questions makes up the majority of the Care initiative’s activity. We work with the customer on Twitter until their questions are answered or until another forum is necessary. We also get asked about future software releases, but do not comment specifically on such.



@christexaport - If you are still in Arlington TX Please visit

Onsitecellular.. 936 Melbourne Rd Hurst, TX 76053

Don't forget that you can join thousands of other Nokia fans at our

support discussions. http://bit.ly/b0zvfs

Asset Referral:

App Tips:

Check-out the Support page on our NEW website - tons of great info on

your device!! http://bit.ly/o5t4bp #Nokiatips

App Tip: Awesome metric converter, also converts other units. Handy for

travelers, school, chefs, etc http://bit.ly/bMsdR1

App Tip: Live up-to-date sports scores to keep tabs on all your teams using

SportsFeed http://bit.ly/oqoRg

Because 140 characters isn’t always enough space, we share resources with customers so that they can find more information themselves. We also update users on software releases and other Care-related announcements. App tips are designed to add value to customers and are sometimes based on feedback from users. Both are published multiple times per week.



E72 tip: Have your text messages read out loud w/ Message reader app. Select Menu > Ctrl. panel > Phone >

Msg. reader

5800 tip: Watch a movie in widescreen by holding phone horizontally. To

adjust aspect ratio select Options & tap to switch modes

Product Tips:

Software Release Announcements

N8 Tip: Organize your apps by pressing menu key & select Options>Organize.

To create new folder select Options>New folder

Product tips are sent out daily and are created to add value to the customer’s experience with their device. New software is announced on a rolling basis as new firmware is released.

SW v35.2.002 is now available for Nokia N95 8GB Product Code 0561948

on NSU



Social Contests

• Harnessing the knowledge and creativity of follower base to create Care solutions

• Get followers engaged by enabling voting on their favorite Care video



YouTube Playlist



Facebook Support Tab



Facebook SW Update Tab



Care Metrics

1. Engagement – is a measurement of clicks, replies, retweets, comments on Facebook and likes of content published by the NAM Care initiative on Twitter and Facebook and is captured by the Analytics section of Spredfast.

2. Sentiment - is a measurement of the ratio of positive to negative comments associated with Nokia Care US using the sentiment analysis platforms

3. Activity – is a measurement of published content by the NAM Care initiative on Twitter and Facebook and is captured by the Analytics section of Spredfast.


Where Social CRM Comes In

Social is part of the marketing mix:more activity requires more structure.

No one relies on just one network:a Social CRM helps manage these.

Increasing need for scalability:Social CRM systems are designed specifically to help scale and grow programs.

#Socialbiz

Get the Full Pocket Guide

• Business Cases for 6 highest

priority business objective

• Content Ideas

• Sample tactics to implement

• Suggested success metrics

• Ideal team member profile

• Real-world examples

Download the Pocket Guide#Socialbiz

http://info.spredfast.com/SocialMediaPocketGuide-Website.html

Contact Us

@nokiasean @jimrudden

@[email protected]

mailto:[email protected]

@spredfast | spredfast.com

SOCIAL CRM

proactive customer care with social media

Business

social media community

social media channels

social media initiatives

customer care personal

social media content

social media landscape

customer questions

care objectives