trym stene - telenor social media / nhh - social media marketing
DESCRIPTION
Lecture i held for international MSc students on the Norwegian School of Business and Economics on social media, building a community forum and gamification.TRANSCRIPT
Diving into Social Media and building a community forumNHH Social Media Marketing / International MSc studentsTrym SteneWeb Development Manager
@trymstene
Once upon a time ..
• Telenor looked into support-forums early (2001)
• The market wasn’t mature
• Customers not as connected as today
• Difficult to launch something of this size without thorough analysis on return of investment
• Other big priorities
@trymstene
2009The beginning of a golden age within social media
business-engagement
At this time many companies worldwide have gotten an interest for social media marketing
@trymstene
Called up customers and helped them
No official Twitter profile
• How would the customers react?
• Positive feedback from customers
• 1 employee
Tracked customers mentioning Telenor on Twitter by using an
internally developed web application
@trymstene
First customer helped by Telenor
Erik_nufsaid: #telenorfail Ordered iPhone from telenor. Promised delivery in 5 working days. 12 days without a phone. Customer service hangs up on me
Erik_nufsaid: because #telenor subcontractor claims to have sent a text message I never received, must wait another 5 days for phone. epic servicefail
Erik_nufsaid: #telenor just called after reading the tweet about my lack of iphone. promised to fix instantly. school example of turning unhappy customer to a fan
Customer Service calls Erik
@trymstene
Official Telenor-account on
TwitterFocused on customer service
Set an expectation to users that we are present, listen and
respond
1 employee
@trymstene
Results of Twitter-support6 500 messages that referred to Telenor
50 solved customer cases monthly
92 % of customers happy when called back
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2010Launched Telenor Facebook page
• Spesific opening hours
• Focus on customer service
• Customers could send private messages
• 3 employees
• Established a core team
@trymstene
Market trends
• Strong trend and expectation in the market that one should be present in social media
• Major Norwegian brands in commerce and service on social media
• Within the Norwegian telecom universe all our competitors are on Facebook and / or Twitter. But no forum.
• Many large telecom-companies in Europe engages their customers through a support forum
@trymstene
Whats happening in Norway?
.
Well integrated forum
• Uses different methods to make customers help
themselves
• Encourages to discuss
Have a special forum just for
its Bipper service.
- little activity - well hidden
Customers have seen the need for a forum related to
NextGenTel, and have made one out of own initiative. As
NextGenTel doesn’t have forums.
European telecom-companies are well established with own support-forums
Communicates very clear that the forums
are there for customers helping
eachother
• 98% of all questions answered by customers
Have many employees answering the
customers.
Makes it clear that the forums are there for customers to help
eachother
• Say they can choose to interfere, but does not let the customers
have those expectations
@trymstene
Why establish a telecom support-forum?
• Give the customers a natural place to interact and help eachother
• Increase self service– Reduce cost– Increase customer satisfaction
• Make a difference• Strenghten the social media
platform• Create an arena where our
customers can talk about and with us, and we can listen and learn.
@trymstene
THE CONCEPT
@trymstene
Customers help customers
Customers help customers
Set clear expectations that this is an arena for the customers to help eachother
Heavy quality control and make the customers feel like home
Focus on customer service(No marketing or sales-pushing)
To make customers enjoy their stay, we need to:
Engage Reward activity and quality
Create superfans
Ble spørsmålet besvart?
@trymstene
Customers wants to be entertained
@trymstene
Seth PriebatschBuilding the game layer on top of the world
@trymstene
Give the customers the tools they need to reward good and informative information.
Ble spørsmålet besvart?
When customers have received the answer to their question they can mark their question as solved.
When other customers experiencing the same problem visits the forum, the answer is already there.
@trymstene
Superfans
Answered over 5,000 questions
Thanked by 1,800 people
Rewarded with own blog @ Future Shop
Verizon superfan
Justin McMurryuses up to 20 hours a week helping other verizon customers
We do not wish to reward our users with gifts or money
Example: Recognition / cred, pilot participation, participation in events organized by Telenor, and more.
@trymstene
Example of operating model
• We already have a social media team, they can handle a support forum
• Employees in Social media-team can moderate the forum when needed.
• Hire a community manager to take full ownership of the support forum
@trymstene
Needs to be a part of the Telenor social universe
• There must be a consistent experience, and we must have a good customer journey for the customer
• We need to analyse how the callcentre, social media-teams and help pages on telenor.no will interact with a forum on our website
@trymstene
QUESTIONS?
@trymstene