Social Media Engagement: Acquire and Inspire

Social Media Engagement : Acquire to Inspire
Paul Cole, VP BPO, Customer
Operations Management
Rohit Kapoor, Sr. Director & Principal
of SMM of BPO

#AttensityWebinar

Trust & Transparency – The New Landscape
The seeds of success in this new connected business world are deeply rooted in the customers’
demand for companies to live by two fundamental values: Transparency and Trust.

What is Transparency?
Brands must react, engage and build trust by
interacting with their social communities - this
means exposing your brand, the good, the bad
and even the ugly.
(Elyssa Vreeland, Social Media Marketing)

If you make customers unhappy in the physical world, they might each tell 6 friends. If you
make customers unhappy on the Internet, they can each tell 6,000 friends. -Jeff Bezos, CEO at
amazon.com

BPO | Social Media Management
© Copyright Capgemini 2011 All Rights Reserved 2

Shift Right

Social Media Impact on the 4 P’s


Market Maturity

Early Adopters
like –
Starbucks,
Comcast, Best
Buy, Dell
among others.

Most
Companies at
Level 1-2 Source: Cisco, The Social Customer


Social Media – The Business Case
Beyond Listening & Monitoring

Customers who engage with companies over
social media are more loyal and they spend
more.

• They form a strong emotional bond with the
company, 33% higher NPS.
(Bain & Co. customer service report)

• User generated comments and content drives
other customer behavior and buying
preferences.
(IDC – Social Media Insights)

• 71% of consumers will let a positive comment
influence their buying decision.
(Capgemini – Cars Online report)


New-Old Frontiers

Convert Neutral
Attract & perceptions into
positive outcomes
Acquire

Excite & Develop Identify issues and
Inspire Satisfy provide resolution

Promote Dialogue leverage
brand advocacy across the
community. Retain Proactive resolutions published
Reward SM engagement


The New Metrics

Key Social Media Indicators Range Observed Average

Sentiment
Positive 20%-60% 28%
Negative 10%-30% 14%
Neutral 20%-80% 35%
Amplification
Reach –Extended Audience 5k-200M 50k
Impact – Audience Influenced 1k-200M 20k
Klout – Measure of social capital

November 2011 7
© Copyright Capgemini 2011 All Rights Reserved

Key Steps to Engaging

Ready – Fire – Aim
Strategy

Etiquette – Degree of Specialization
Legal/Compliance
People

Map Use Cases – Engagement workflow
Process

Multi Tool Platform – Integration
Technology


Develop – Response Model


Financial services – Under Banked Cards, Q, X, Y & Z

Objective
• Are there any conversations about our products in Social
Media?
• What are these conversations about?
• Who are the people talking about us?
• What can we do to address them?

November 2011 10

Social Media Respond
High Level Process
1. Collect Data/Conversations
Twitter, 1 2. Filter out Noise
Facebook, 3. Identify types of conversation
Blogs,
4. Build scenario based response model
YouTube,
etc. 5. Implement model
6. Continuous improvement cycle for responses with SMEs.

2 3 4 5
Scenario-based
Filter out the Identify and Respond
Priorities and
Noise Classify to
Response
Conversations Customer
Selection

Client
SME

6
November 2011 11

Data and Noise Overload

Introducing new Elements to the Mixture of Customer Communication

"I had purchased a gift card
and the recipient never
received it" “It was an issue of Q, of the
cartridge”

“Unfortunately none of the
cards that I shipped arrived
on time.”

"The kids tried to use their
cards and had them
rejected"

“The X card customer
service is so rude"
Ore. wind farms seek end to
springtime shutdowns: The
wind companies want
Bonneville to Z card
“Just the best service at
Card Q”

Do we Z card and electricity?
This is what I deal with daily!

“Card Y doesn't provide
shipping info online so
there's no way to track it."

November 2011 12

Capture & Filter out the Noise

With a “tools only” approach, volume averaged at 284 daily posts, but after our
filtration process the average came down to 24 per day of highly relevant
conversations.

16
Brand X Card 14 Brand X Card
Number of posts 000s

12
10
8
6
4
2
0

02-Jun
04-Jun
06-Jun
08-Jun
10-Jun
12-Jun
14-Jun
15-May
17-May
19-May
21-May
23-May
25-May
27-May
29-May
31-May
Do we X power and electricity? ~Sarah Hitchcock This is what I Never buy a visa giftcard from X they steal 6 dollars off your
deal with daily! balance a month what a joke #unethical #stealing

Ore. wind farms seek end to springtime shutdowns: The wind
why cant X be used for legal online gambling? smh. misleading,
companies want Bonneville to X power generators out...
it does say it can be used online!
http://bit.ly/kJmleW

November 2011 13

Create Social Identity by Product
Establish social media identities for each individual product
This is key to the success of the program as it allows the customer to create a personal
relationship with the product , rather than the corporate brand.

Brand Y
Brand X Card
Card

Brand Q Brand Y
Card Card

November 2011 14

Decision Tree
 57 Types of
conversations.
 5 Levels of Decision
Tree
Posts  9 Types classified as
Severity one.

Who is posting?

Current Customers

What is their sentiment?

Positive Neutral Negative

Customer Customer Customer
Products Products Products
Service Service Service

No Engagement SM Agent Engages Process Flow
Required

November 2011 15

Convert Data Overload to Actionable Insights
Negative Positive

"I had purchased a gift card Customer Customer
and the recipient never Products
received it" “It was an issue of Q, of the Service Service
cartridge”
Acquired Product Delivery Provided Solution
“Unfortunately none of the
cards that I shipped arrived "I had purchased a gift “Unfortunately none of “Thanks, that fix worked,
on time.” card and the recipient the cards that I shipped glad to refill my card"
never received it" arrived on time.”
"The kids tried to use their
cards and had them
rejected" Product Use Provided Solution Quality of Service

“The X card customer "The kids tried to use "I have faxed a complaint “Just the best service at card
service is so rude" their cards and had them and they never Q”
Ore. wind farms seek end to rejected" responded"
springtime shutdowns: The
wind companies want
Bonneville to Z card “ Quality of Service
“Just the best service at card
Q”
"Their customer service is
Do we Z card and electricity? so rude"
~Sarah Hitchcock This is what
I deal with daily!
Channel Orientation
there's no way to track it."
there's no way to track
it."

November 2011 16

Social 911
Severity 1 workflow

The comment is picked up by the
SM Command Center based on CC Informs quality of
predefined search criteria the issue as part of its
*Paul from daily update and adds
Cleveland, Brand to its weekly/monthly
Q customer – “Q analysis.
charge card
declined, this is
disastrous…. Need
to buy the gift
today” Social Media Advocate
Command Center researches CRM for follows up with Paul to
Customer information. ensure satisfaction.
CC picks up the phone and calls for Responds to Tweet
immediate resolution if issue is critical. with the resolution
Speaks with Paul and identifies issue carried out, thereby
with charge card and resolves closing the loop.
*Note: Actual case, not real customer name
problem.
November 2011 17

Outcomes

• There are a significant number of conversations taking place,
growing at a rapid 22% month over month.
• 70% of their conversations revolve around Product queries
and transaction issues
• 15%-20% of these conversations were negative in nature, with
a potential to significantly impact the brand.
• 100% engagement of all product related and customer service
related issues.
• Identified key influencers in unknown or new market
segments that could generate new revenue streams.

November 2011 18

Capgemini’s Social Media Management Services
People
 A layer of human intelligence is key to
the discovery of actionable insights
 Strong bench strength of trained social
media advocates
 Capabilities in 18 Languages

Technology Infrastructure
 Best-in-Class Toolset  Global Footprint
 Technology Agnostic
 Constant evaluation of tools & OUTCOME  Low-Cost centers
 Mutualized & multi-skilled
centers
emerging SM platforms
A MORE ENGAGED,  Industrialized Processes
INSPIRED & LOYAL
CUSTOMER BASE

Rohit Kapoor Joy Seletsky
+1.512.586.5093 +1.917.213.2025
rohit.kapoor@capgemini.com joy.seletsky@capgemini.com

Contact Attensity

•www.attensity.com
•Toll Free: (800) 721-0560
•Email: sales@attensity.com
•Follow us on Twitter: @Attensity
•http://twitter.com/attensity

The information contained in this presentation is proprietary. ©2011 Capgemini. Social Media Management
BPO |
All rights reserved

Social Media Engagement: Acquire and Inspire

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