Making the Business Case for Social Customer Care
• Identifying and communicating the ROI
• Understanding what your company’s decision-makers care about
to develop a persuasive case
• Getting key internal influencers to believe in the social customer
care program
• Developing a clear understanding of what resources you have and
what resources you will need to develop an implementation plan
Blake Landau
Social Media Program Manager, Digital Support
10. • 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
11. You are here to bring your company into the
future.
In other words: make change.
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12. The many hats of the change agent:
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Detective
Lawyer
Motivator
Coach
Guardian
Storyteller
50 blind dates participant
13. Today’s Agenda
• 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?
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14. How do I identify and communicate the ROI?
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15. The Executive’s Mind Frame:
• Save me money?
• Save me time?
• Make me money?
• Make my job easier?
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16. Social media provides a way for serious
business to get done. Do your colleagues
agree?
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17. Prove it will work.
Every day look for case studies of companies
that are doing it WELL.
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18. Determining value through deflection
Do you know the cost of a call to your call
center? The cost of an email response? A chat
response?
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19. Communicating the ROI of social
support
• Make it relatable
• Tell stories
• Don’t come from a place of fear
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20. Building your ROI story continued
• Be patient
• Engage the believers
• Don’t try to hammer a square peg into a
round hole
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21. 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
22. Embrace a new support mantra:
“support IS marketing.”
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24. How to make decision makers care?
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25. Motivation:
• Listen to management concerns and interests
• Understand what keeps your stakeholders up
at night
• How can social media alleviate their pain
points?
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26. 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
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31. 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
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33. 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
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34. What resources do I have to develop an
implementation plan?
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35. Questions before you start
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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?
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36. Are other channels slowing down in popularity?
Can you take resources from them to grow your
social footprint?
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38. Hiring Community
Managers?
• Don’t assume you need to hire recent college
graduates.
• Find candidates who know their way around
the company and its products.
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39. What you will need to scale the
program:
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Listening tool
Social media playbook
Response grids
Proactive content
SMEs who can help
Support from marketing and IT
Advocacy of employees across your company
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40. In conclusion
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You will make mistakes
Learn from them, quickly
Don’t dwell on negativity
Find your support
Celebrate successes
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