Session from Contact Center Spring 2012 Conference & Expo, which took place in Orlando, FL, 4/23 – 4/26/12. John MacDaniel, Telerx’s Sr. Director, Voice of the Customer, discusses how to leverage contact center best practices and apply them to social media, and how by doing so, you prepare your contact center to take a leading role in managing social media monitoring and engagement efforts.

1. Managing Social Media
Within Your Contact Center

2. Confidential & Proprietary
♦ The Landscape – How Can a Contact Center Help?
♦ Selecting the Social CSR
♦ Social Workforce Management
♦ Social Training
♦ Metrics the Contact Center Can
Provide Workflow
♦ Managing the Social Queue
♦ Keyword Development
Agenda

3. Confidential & Proprietary
Perspective
www.telerx.com @JohnMacD1

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So…
How Can
a Contact
Center Help?
The Landscape

5. Confidential & Proprietary
♦Engagement
• How do I improve
customer engagement
with social media?
♦Measurement:
• How do I measure the
effect of social
marketing on my
business?
Customer Service IS the New Marketing
R
C
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T
O
M
E
A
E
S
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R
V
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R K E T I N G
SM Examiner-Industry Report-2011

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Consumer Services…
Gotta Grab a Bat!
Social Media Mktg Spend - Forrester

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Who is Monitoring?
Photo: gabrielworks.com

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Paid
SM Tools
Free
SM Tools
Query
Development
Social
Media
Social CSR
Reporting
Analysis
Coding
Engagement
CSR
Consumer
MarketingCustomer
Service
Phone
Email
Chat
Mail
Training
Who in the Contact Center is Monitoring and
Engaging via Social Media?
Escalate

9. Confidential & Proprietary
♦ Experience & Knowledge
• Personal SM Usage
• Customer Service
• Industry
♦Skills
• Computer
• Writing
• Typing
♦ Talents
• Pop Culture Interest
• Critical Thinking & Common Sense
• Problem Solving
• Desire to Assist
• Drive to Take Responsibility & Be Accountable
Competencies of the Social CSR
Talents
Skills
Experience
&
Knowledge

10. Confidential & Proprietary
♦ Volume
♦ Posts Per Hour (PPH)
♦ Hours of Operation
♦ Sweeps or Near Real-Time
♦ Outage
♦ Miscellaneous
Staffing – FTE Calculation

11. Confidential & Proprietary
♦ Social Media 101 – Introduction
♦ Technology
♦ Keyword Development
♦ Running Reports
♦ Analyzing Trends
♦ Identifying Relevant Intell
♦ Insights
♦ Engagement Process – Rules of Engagement
♦ Engagement Quality – Social Customer Service
Training

12. Confidential & Proprietary
Metrics
Internal:
To Manage the Business
External: To Report Relevant
Intel to Stakeholders

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Build Metrics to Support Specific Objectives
OBJECTIVESInnovation
Customer
Experience
Campaign
Management
Sales/
Lead Gen
Brand
Health
Efficiencies/
Costs

14. Confidential & Proprietary
♦ Service level – Speed of Answer
• Red – Within 1 hour
• Yellow – Within 24 hours
• Green – Within 48 hours
♦ First Post Resolution (FPR)
♦ Positive Acknowledgement Response (PAR)
♦ Service Sentiment
♦ Content Correct – Yes/No
♦ Tone of Response Appropriate – Yes/No
♦ Voice of the Brand Represented – Yes/No
♦ Support Brand Messaging – Yes/No
for Improved Customer Experience
Quality and Productivity Metrics

15. Confidential & Proprietary
Get Beyond Traditional Social
Media Metrics…
Workflow
…Leverage Your
CRM Hierarchy

16. Confidential & Proprietary
Screenshot from Radian6 Engagement Console
Workflow

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♦ Insights & Analysis
♦ Trending
♦ Influencers
♦ Hot Topics
♦ Breaking Topics
♦ Competitor information
♦ Cross Channel Implications
♦ Cross Channel Consumer Data
♦ Action Items & Recommendations
♦ Engagement Opportunities
♦ Web Analytics
Reporting

18. Confidential & Proprietary
Managing the Social Queue
PHONE, CHAT, EMAIL
SOCIAL

19. Confidential & Proprietary
Beyond the Branded Pages & Accounts
Keyword Development

20. Confidential & Proprietary
What Can You do?
“The goal isn’t to be good at
social media, the goal is to be
good at business.”
- Jay Bear

21. Confidential & Proprietary
John MacDaniel
@JohnMacD1
267.942.3326
Thank you for
attending this session.
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