Making the Business Case for Social Customer Care Blake Landau, Social Media Program Manager, Intel
Intel’s Global Social Media Presence FB 35m likes Twitter followers 2.5m+ YouTube 66K subscribers Google+ 500k followers Sina Webo 900k followers Instagram 5k fans Pinterest 7k followers Support Community visits ~12m in 2013
Support link moved to prominant position
Support makes majority of Intel.com Community visits
What Intel Social Support Does Today: Manage the Intel support communities driving 90% of the traffic of all Intel communities Twitter support
Future of Intel Customer Support: Gamification and thought leadership programs Working Facebook support into our strategy
Digital Support Why are we here?
The customer is now in control of the conversation Social media is not just another channel There’s no universal handbook on becoming a social business
Digital Support You are here to bring your company into the future. In other words: make change.
The many hats of the change agent: Detective Lawyer Motivator Coach Guardian Storyteller 50 blind dates participant
Digital Support How do I identify and communicate the ROI? What do your company’s decision-makers care about? How do I get key internal influencers to care? What resources do I have and what resources will I need to develop an implementation plan? Today’s Agenda
Digital Support How do I identify and communicate the ROI?
Digital Support The Executive’s Mind Frame: Save me money? Save me time? Make me money? Make my job easier ?
Digital Support Social media provides a way for serious business to get done. Do your colleagues agree?
Digital Support Prove it will work. Every day look for case studies of companies that are doing it WELL.
Digital Support Determining value through deflection Do you know the cost of a call to your call center? The cost of an response? A chat response?
Digital Support Make it relatable Tell stories Don’t come from a place of fear Communicating the ROI of social support
Digital Support Be patient Engage the believers Don’t try to hammer a square peg into a round hole Building your ROI story continued
Use the Tools! Invite your advocates into a group on your collaboration tool Post relevant industry news Share any and all positive customer interactions from social media with leadership
Digital Support Embrace a new support mantra: “support IS marketing.”
Digital Support Always be selling listening
Digital Support How to make decision makers care?
Digital Support Motivation: Listen to management concerns and interests Understand what keeps your stakeholders up at night How can social media alleviate their pain points?
Digital Support Over-prepare Always be a step ahead Create possible workflows and processes before they are requested Consider all possible avenues Scalability and resourcing will be very important in your roadmap
Show me it works.
The role of Support: Solve customer problems on social channels effectively Create a scalable process Illustrate the successes to management
Digital Support Become successful by making others successful.
Digital Support Getting key internal influencers to care
Digital Support The Hustle Ask for meetings with internal influencers Secure face to face meetings whenever possible Get referrals to other people who have done change agent programs within your company
Digital Support Building advocacy is a marathon not a sprint
Digital Support Internal influencer engagement Teach influencers who want to learn more Don’t knock down the door of influencers who aren’t interested in your program Earn attention through good work
Digital Support What resources do I have to develop an implementation plan?
Digital Support Questions before you start Do you have a budget? Do you have access to tools? Do you have people resources? Do you have your framework, guidelines and work flows created?
Digital Support Are other channels slowing down in popularity? Can you take resources from them to grow your social footprint?
Digital Support Train motivated, knowledgeable agents with strong communication skills on social.
Digital Support Don’t assume you need to hire recent college graduates. Find candidates who know their way around the company and its products. Hiring Community Managers?
Digital Support What you will need to scale the program: Listening tool Social media playbook Response grids Proactive content SMEs who can help Support from marketing and IT Advocacy of employees across your company
Digital Support You will make mistakes Learn from them, quickly Don’t dwell on negativity Find your support Celebrate successes In conclusion
Digital Support Questions?