tsc12 - marco de mooij - vodafone
TRANSCRIPT
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Vodafone 24/7 Web Crew: Taking the Next Step in Web CareMarco de MooijSocial Media Manager, Vodafone Nederland
9 February 2012
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Marco’s Timeline
• Social Media Manager
• Marketing Small & Medium sized Businesses / Mobile Broadband
• Digital Communications
• Post graduate Brand Management
• Marketing Financial Services Industry
• Ironman Germany & Lanzarote
• Marketing Small & Medium sized Businesses
• MSc Business Administration
• Born 1974
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Social Media at Vodafone
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• Start online sentiment monitoring by web relations team in 2007
• ‘Most active brand in social media’ in 2011
• Maximise the impact of social media in achieving Vodafone’s brand and business objectives (marketing, PR, customer service, branding, HR/recruitment & sales)
• Virtual company wide social media taskforce
• Strategy and central coordination by social media manager
• Social media strategy revolves around 4 pillars:
1. Foster Dialogue
2. Promote Advocacy
3. Facilitate Support
4. Spur Insights & Innovation
• Create more engagement with the brand and become a more ‘social business’
Promote Advocacy
Facilitate Support
Foster Dialogue
Spur Insights & Innovation
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Vodafone Smartphone Crew
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• Ambitious project to improve customer experience on several customer touch points, f.e. in store, by e-mail, phone and via social media
• 140 newly hired and trained colleagues
• Crew helps customers with questions about smartphones, tablets and mobile internet
• Vodafone wants to help customers wherever they are, whenever they need us > 24/7 Web Crew (part of Smartphone Crew)
• Providing 24/7 service and support via social media, forums and blogs on all customer questions
• Existing in-house webcare team extended to 15 agents
• People in service campaign are actual Smartphone Crew members
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Introduction of the 24/7 Web Crew: 12 weeks of careful preparation
1. Define service propositions for social media: develop different scenarios
2. Build a solid business case
3. Catch the right wave
4. Start planning for success
• Part 1: Infrastructure
• Part 2: Formula
• Part 3: Communication and activation
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1. Infrastructure
Team structureResources
Processes & WorkflowsTraining
Reporting & Tooling
2. Formula
Scope/ domainsTone of voice/ comms guidance
Topics for proactive supportInteraction of teams
Use cases
3. Communication
Branding ATL Campaign
Internal campaignSocial media activation
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Posts on Facebook, Hyves and Twitter > Response within the
hour, a solution within 24 hours
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Significant increase of service questions via social media since start of the campaign in November 2011
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+/- 200 direct posts @VodafoneNL per day
+/- 500 indirect posts #Vodafone per day
100% monitored, 65-70% of questions are
answered
5-10% is proactively serviced
200% growth
+/- 6 service questions per day
100% is answered125%
growth
+/- 2 service questions per day
100% is answered stable
+/- 60 service questions per day
100% is answered400-500%
growth
1-10 complaints per day that need more investigation and are often answered offline
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Efficiently matching knowledge and service needs remains an ongoing challenge
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A few final thoughts to share
• Let the Web Care team be ‘eyes and ears’ of the company
• Brief the Web Care team on all company developments involving customers
• Keep focus on optimizing the service eco-system, including eForum and Youtube
• Make employees part of your fan pages so they will feel what your fans experience
• Develop processes to channel social insights back into the company
• Extend the benefits of your social monitoring tools to other departments
• Adopt social narrow casting
• Experiment! You can never foresee it all
• Keep evaluating and improving: when it comes to service, you are never done
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Questions?