Delfin Vassalo describes how Nokia has created a global social customer service strategy that pieces together 72 Facebook accounts, 27 Twitter accounts and 42 languages, with over 10,000 customer queries per month on Facebook and Twitter alone.

1. Delfin Vassallo - @DJVassallo
Social Media Operations Manager
Microsoft Devices Group
Going Global: Creating an
International Social Customer
Service

3. What our customers say?

9. Social Media Tools
Technical limitations of social platforms (APIs, post limits)
Think Needs First
Engagement vs Monitoring
Knowledge Management Tools
Central Knowledge & Intelligence Management
The perfect tool does not exist
You end up with 2, 3 or 4: engagement, tracking, CRM, ERP

11. 23%
42%
6%
5%
Nokia
Support
Discussions

12. Source: Simply Measured, March 2013. Analysing
Interbrand’s Top 100 Brands and showing how companies
with dedicated customer service Twitter accounts are
getting the best results when engaging and solving
customers queries.
Social Bakers Global Ranking
“Socially Devoted”:
• Top 5 on most responsive
brands in Q3, Q4 2013 and Q1
2014, Electronics category
• Twitter handles in English,
French, German, Russian,
Spanish, Portuguese & Polish
Source: Social Bakers Socially
Devoted Rankings 2013-2014
@NokiaHelps
3rd place globally
for Response Rate
(72%) - just behind
Ford and Nike
Interbrand Top 100
March 2013
@NokiaCareFR
“Impeccable
service from every
angle. A model of
speed and
efficiency”
French Magazine
01Net
April 2013
@NokiaSoporte
Socially Devoted
82% Response Rate
45 mins Average
Response Time
Social Bakers
Q3, Q4-13, Q1-14
@NokiaPomoc
Socially Devoted
89% Response Rate
Social Bakers
Q3, Q4-2013
@NokiaHelps
2nd Most
Responsive Brand
across all industries
(70%)
Simply Measured
April 2014

13. I’m impressed with the efficiency of the replies, congrats! We
needed this service since long time ago! Great!
Super! Our friends @NokiaSoporte are on Twitter. Welcome!
#Nokia users you know where to send your questions!
Really happy for your answer! This proves you’re serious with
this page Congrats! Ah and thank you very much!
Now I’m happy Thanks
and I’ve to say: Lumia 920
is a great work tool.
Android get ready to
(finally) lose a big market
slice!!
Yes, super, thank you very very much for the fast reply. Best
support for emergency cases :)