CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY Social Media Workshop Craig Wilson

CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY

Social Media Workshop

Craig Wilson


Today’s Objectives

•Social media: is it hype or real?•What are customers doing about it?•Can you show me some sample use cases?•How can we help them?•What do I need to do now?


What is Social media?

Social Media in the Contact Center?



What is driving this?The Social Phenomenon


Social Identity SHIFT

From Annonymity

To …Community


Users are sharing more information


More willing to add their name


As well as their location


I’m looking for a new Camera

Have you thought about a DSLR?

I like the small, easy to carry ones. They are

inexpensive and they take great shots

I had a really bad experience with the

Model Z from Quartec. Stay away from that one!

Peer Pressure SUPPORT


Where is its Impact

“ By Wednesday afternoon, a Facebook page called Boycott Delta for Soldiers had sprung, and the airline was backpedaling…


Where is its Impact

• Arab Spring• Bin Laden’s death• Occupy Wallstreet• Weinergate • Chapstick / Ragu• Vancouver Riot Response• Parliamentary Tweets


Marketing spend shifting towards Digital

Billboards TV Print


Why Get into Social Media?

Drive improved brand loyalty, defuse bad publicity and turn detractors into promoters


Social Recruiting• Post Jobs

– FB Marketplace– FB Page– Tweet Links– Groups

• Self Search– Topics– Locations– Industries– Users– Pages– Groups

• 955 hires in 2010– 681 Applicants – 45 hires (7%)– 3926 Applicants, 226 hires (6%)– 1004 Applicants, 84 hires (8.3%)txt


Source: mindflash.com


Today’s Financial Advisors

• 30% of advisors are using social media tools to expand or maintain their book of business1

• Advisors are increasingly relying on their personal “brand” rather than on their corporate brand to market themselves1

– 76% of advisors say they rely on their own marketing efforts more than their firms’

• How Advisors want to engage through social media:1

– Client communications– Gaining market insight– Prospecting– Building personal brand

• Advisor’s compliance awareness:2

– 57% were aware of a company policy– 32% were not aware of any company policy – 11% were unsure of any policy

17

1- HNW inc Advisor Study, 20102- SocialWare Advisory Survey, 2010



Direct Marketing

@jetbluecheeps has over 78,000 followers for their renowned Monday last minute deals. Taking advantage of the already spontaneous twitter crowd to fill seats.

Source: report published by engagementdb.com


So what does this mean to you?

Exponential Growth in

Social Interactions


Social Media in the EnterpriseToday’s Reality


How can my agents become “Social Media Ready”?

What business value can Social Media bring my

company?

How do I measure Success?

Can Social Media improve my Outbound performance?

Can I leverage Social Media to enhance collaboration at my

enterprise?

Which Social Media Channels make sense for me?

What’s the best strategy for capturing and filtering

Social Content?

How can I integrate Social Context into my Customer

Service Engine?

Burning Questions

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Step 1 - The Social Opportunity

Web (external)

(internal)

The Social Web

Chatter relevant to you!

I believe there is the value in Social Media but I wonder how

to get started…






Social Strategy Team Development

Marketing

IT Customer Care

?


Step 2 - Current State and Objectives

Web (external)

(internal)

The Social Web


Need to Link up with our Marketing team to

understand what we are putting out there

General Content

Products

ServicesGeneral Info

PUSH

What business objectives are we trying to meet ? How can

we achieve those through Social Means?

Marketing Team






Step 2 – CURRENT STATE & OBJECTIVES

• Different parts of the company are active on social networks but in siloed fashion

• Social Media is strickly a sales conversation (campaigns)• Organizational Structure does not have clarity specific to Social

Media or a Social Media Strategy team has recently been formed• LOB, IT and Sales/Mktg may have Social Plans but in isolation from

each other

Symptoms


Social Strategy Team Development – Step 2

Marketing StrategistSocial Media

Strategist


Step 3 - Listen…

Web (external)

(internal)

The Social Web


General Content

Products


PUSHPU

LL

Need to hire a few FTEs to handle this

load

Let me start to LISTEN to what is being said out there. By Whom, in which platforms

and how frequently

Social Response Team

Manual Effort






Step 3 – LISTEN

• Primarily a Defensive Strategy• Company invests in 1 FTEs to get started on Social Media• Leveraging 1 to 3 cloud based (Manual) tools to crawl Social

Platform activity• Focus is limited to 1 to 2 platforms (i.e. FB and twitter)• Basic search criteria is established (keywords driven)• Must read content one by one, some keyword search used• Little to no reporting / business intelligence is gathered

Symptoms



Marketing Strategist

Social Intelligence Analyst

Social Media Strategist


Step 4 - Engage

Web (external)

(internal)

The Social Web


General Content

Products


PUSHPU

LL


Let’s Engage with our audience!

Manual Effort

How?

Who?

When?






Step 4 – ENGAGE

• Company invests in 1 to 3 more FTEs to get engaged on the social web (all in Marketing team)

• Basic Process is put in place to ensure consistency in responses• Little to no reporting is available• None of the activities are automated• Low volume of interactions• Highest priority given to negative mentions relating to brand

Symptoms





Social Content Manager Community Leader

Social Commerce



Step 5 - LEARN

Web (external)

(internal)

The Social Web


General Content

Products


PUSHPU

LL


How can I get this team ready for Social Conversations?

Manual Effort

KPI ?

Response Times?

Policy?

Risks?

Agent Training?






Step 4 – LEARN

• Team starts to grasp volume of activity,criticality and prioritization of activity. Company invests in more FTEs (up to 10 total) to expand support (all in Marketing team)

• Expand to include Blogs and 1 to 2 other relevant platforms or communities (i.e. Youtube, foursquare)

• Manual tools still prevalent but company starts exploring services (predominantly Cloud based) “for fee” services

• Specific critical social interactions highlight the importance of proactive handling of priority cases. Leverage those to sell idea to mgmt

• Deeper procedures, guidelines, policies are put in place to support the operation and minimize risk

• Volume is growing but still manageable

Symptoms






Social Commerce


Community Manager

Community Manager

Community Manager


Step 5 - Integrate with Customer Care

Web (external)

(internal)

The Social Web


General Content

Products


PUSHPU

LLHow can I integrate the Social channel into my

Customer Service Engine?


Manual EffortTools

Process

People






Step 5 – Integrate with Customer Care

• Infrastructure is capable of receiving social activity in a seamless fashion• Amount of social items requiring human interaction are greatly reduced via

enhanced filtering capabilities – SPAM, language, sentiment, relevance

• Contextual data is added to work items automatically to enhance the agents ability to address work item– User Social ranking & CRM pull in of data

• Work item is intelligently and automatically routed to relevant groups to improve time to resolution

• Reporting capabilities are now in line with the rest of the metrics the contact centre provides and are enhanced to consider the impact of Social as a channel

Symptoms


Step 6 - Expansion

Web (external)

(internal)

The Social Web


General Content

Products


PUSHPU

LLCommunity Content

Events Surveys

PUSH

Thought Provoking

PULL

Generated Content

Social Strategy Team

Good News! We have created Social Programs

designed to succeed through Social Media

We are Ready to Go!






Step 6 – EXPAND

• Social Media Strategy Planning matures in the enterprise• Defined Objectives are set (including business KPIs)• Programs put in place to specifically address Social objectives (i.e.

growth in followers, re-tweets, increase engagement items, increased sales)

• Marketing makes deal with external company to support in the creation, development and promotion of communities

• Monitoring solutions are put in place that are linked to marketing campaigns and can track success of such campaigns

• Volume of social items requiring human review increases exponentially.

Symptoms






Social Commerce


Community Manager

Community Manager

Community Manager

Customer CareReports, Dashboards,

Business Intelligence


Steps towards Social Engagement Readiness

42

Opportunity: Does engaging in Social Media make sense for my

company Where are we going and how is Social Media going to help

get us thereCurrent Landscape:

Applicability, competition, industry, competitive

opportunity

Plug into Customer Care capabilities and insert “Social” with

the rest of the interaction points

What does the information tell us and how can we achieve our

objectives?

1

Deliverable Document

Cust

omer Awareness

2

Current State &

Objectives

3Engage

4

Integrate5

Expand

Listen

Plan to handle scale with accuracy and

integrity

Learn

7The operation is now ready for scale. Team is Social Ready and

capable of expansion

6

What is being said, Who is saying it,

Where is it being said

Social Media is integrated into the customer engagement

process

Point of entry






What’s Next on my Journey?

Social Assessment

What social technologies do you have?

What applications should you be considering?

What are the likely departments for deployment?

How is this technology likely to evolve?

Social Strategy

Define objectives (desired Social Identity)

Identify AlternativesChoose a PathDefine a strategyChoose Technology to

address needsEstablish Strategic

Roadmap to achieve

Social Media Roadmap

Build segmentation defined by conversations

Identify points of contact for listening and engaging

Define routing strategyIdentify Success criteria

metricsMeasure and Monitor

User Adoption & Collaboration

Define User Adoption Plan for Social Media uptake

Knowledge learning across the enterprise

Share comments and observations with discrete communities of interest

Establish a continuous improvement & optimization


Thank-you

Documents

CALGARY TELUS CONVENTION CENTRE | MARCH 8 | CALGARY Social Media Workshop Craig Wilson