3. Jas Dhaliwal
Head of Social Media Communities
AVG Technologies
@Jas on Twitter
Blogs at http://www.thewebpitch.com
4. AVG Technologies - AVG.com
• AVG is Czech based security company providing PC Anti Virus
and Tune Up Products
• Our key markets include the US, UK and the Czech Republic
• We are VERY proud of our Czech heritage!
5. The Problem!
“Conventional marketing wisdom long
held that a dissatisfied customer
tells ten people. But…in the new age
of social media, he or she has the tools to
tell ten million!” Paul Gillin, author of The New Influencers
6. Today’s Reality
• 17% of Americans have used social media at
least once in the past year to obtain a customer
service
• 65% of consumers who complain on social
media prefer it to call centers
• 68% of those who have used social media to
engage with brands believe it gives them a
greater voice
• 40% of all consumers believe that social
has improved customer service for good
Source: American Express – Open Forum
7. Social Savvy Consumers Have
High Expectations
• More than 8 in 10 of consumers have bailed on a
purchase because of poor service
• Research suggests that Americans spend 21%
more with companies who deliver great service
Source: American Express® Global Customer Service Barometer
We Protect UsTM
9. •The customer service department?
•Your call centre?
•Your marketing team?
•Or a separate social media department?
http://www.flickr.com/photos/frqc/4759643/
Who Should Handle Customer Service
Over Social Media?
10. Escape the silo
How can you overcome organization
challenges when trying to apply social?
We Protect UsTM
16. Feedback
Listen to your customers and
use their feedback to improve
your product and services
We Protect UsTM
17. Listen
Customers don’t except every
problem to be solved instantly.
They just want to be kept
updated
http://www.flickr.com/photos/miaelliottphotos/5689800291/
We Protect UsTM
21. Alignment Symptom Influence Diagnosis Triage Resolution
Customer Identifies self as Can Quickly Respond Keep a log
Complaining customer with influence respond, and on clients’
issue their ask “May we behalf or
immediate help?” or quickly
circle “I’m inform
listening” them
Blogger Likely not a Their readers First, identify Find the Pull closer for
customer – but – and greater their history, right level briefings
feel self entitled community what’s their within a
MO? company
to
respond
Troll Anonymous Immediate Ignore or Perhaps Monitor
name calling circle – and remove “cone of
other silence”
distractors
22. AVG VIPs, are a group of Brand Advocates
who contribute their time and experience
to help build a Peace of Mind community
AVG’s VIPs
23. AVG VIPs
AVG VIPs make an impact
through their passion and
expertise in the antivirus
space, and support of fellow
AVG customers
We Protect UsTM
24. Barry Eyt
AVG Super Fan
What He Does for AVG
Makes instructional videos to
support AVG users
Reviews AVG products on 3rd party
websites
Contributes to AVG blog by writing
tips and tricks
Supports the AVG online
community with helpful
comments
25. Kyle Moore
AVG Super Fan
What He Does for AVG
Reviews AVG products on
3rd party websites
Contributes to AVG’s blog
By writing tips and tricks
Supports the AVG online
community with helpful
comments
26. Three Key Learnings
• Social customer service works best when it is
resourced properly. Which includes emergency plans
to manage busy periods
• Don’t try and do social customer service if you haven’t
got your traditional customer service right.
• Ensure your employees understand the shift between
proactive support and reactive support.
We Protect UsTM
