Gravity Summit VISIBLE, Stewart Neff
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3rd Annual Gravity Summit at UCLA
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Gravity Summit VISIBLE, Stewart Neff
- 3. The FedEx Example People-First Culture Culture of Innovation Culture of Trust Media-Centric Culture Culture of Diversity 1. Corporate 2. Corporate Representative (getting personal here) 3. Personal (yet still tweets on behalf of company) 3
- 5. Drive positive business interactions
- 6. Efficient, cost-effective issue resolution
- 7. Inspire loyalty among audiencesEstablish a modern culture that encourages: Participation Transparency Collaboration Authenticity ***High-Touch Consumer Model***
- 8. The FedEx Example: Global Learning
- 9. The FedEx Example: Twitter Program
- 11. FedEx thanked him for his business
- 12. Acknowledged his bad experience
- 13. Took action to improve service by using the video as a training opportunityPerfect example of what a corporation SHOULD be doing. Customer The only reason I am going to continue to shop at Kinko’s is because of the [response] I got from FedEx.
- 14. Engagement strategy best practices
- 17. Consistent & immediate participation - Transparency
- 18. Size and scope of channels – Magnitude of Data
- 19. Role of employees in the community
- 21. BLOGGERS CONSUMERS The Influencer Network Has Changed Dramatically MEDIA BLOGGERS EDITORS PUBLISHERS JOURNALISTS ADVERTISERS “Companies opening up to customers isn’t that different from the risks associated with doing business every day.” -- Forrester Research 10
- 22. Engagement Rules of the Road 3 4 5 1 Response Scenarios Response Considerations Assessment Discovery Positive Web Posting Discovery of a web posting about our product or solution that meets engagement criteria. Transparency Always disclose your connection with your brand. General Inquiry Does the writer have a genuine question that can be easily addressed? Share Success Proactively share customer stories or other related information. (See step #5) Yes Tone Respond in a tone that reflects positively on your brand. No Non Factual Information Are there erroneous facts in the posting? Yes Respond With Facts Respond with factual information. Link or reference 1st/3rd party information that is in support of your message. (See step #5) 2 Yes Evaluation Utility Contribute or add value to the topic at hand. No Concurrence Post is a factual and well cited response that does not contain erroneous information, slander, rant or rage, and is not negative in nature? Dissatisfied Customer Is the posting a result of a negative product experience? Yes Timeliness Take time to create good responses. Don’t rush! Yes Final Evaluation Write a response that is factual based on current circumstances. (See step #5) No Know Your Audience Identify influential bloggers and sites. Detractor Is the site or blogger dedicated to bashing or degrading your brand? No Let Stand Let the post stand, but monitor follow up posts closely Yes Sourcing Cite your sources by including links, images or other references for readers. Restoration Rectify the situation and respond with a reasonable solution. (See step #5) No Rage Is the posting a rant, rage, joke or satirical in nature? Yes Negative
- 24. LISTEN in conversations with customers.
- 25. ENGAGE new conversations and build communities around passion points.New Opportunities Listen, Learn & Socialize Outreach & Direct Engagement Reactive Proactive
- 26. Engagement Status? Is someone else currently working or has worked against this item? How can I sync with the team about what’s going on? What has happened so far?
- 27. Is someone else currently working or has worked against this item? Status of Engagement (Open/Closed)
- 30. Integrate your Social engagement program across the corporate network
- 31. Accountability + Honesty = Credibility & positive influencer responses
- 32. Determine the proper reporting metrics and how to Measure Social Engagement successes
- 33. Leverage your culture & Talent base – they can adapt to new systems, technology, and training techniques16
- 34. Social Media E-Training: Customer Service SMeT Improve your Corporate Customer Service program online by delivering on-demand training sessions customized for your team of CSRs and agents Planning session to review current Customer Service process and methodology Define staff training requirements and level of expertise Creation of on-demand training modules that fit staff schedules – led by Visible and Customer Service team managers Onsite Training also offered with CSR Managers and teams of CSR agents
Notes de l'éditeur
- Hi everyone, it’s an honor to be here surrounded with so many thought leaders and Marketing professionals in the Social Media industry. I hope to leave you today with some ammunition to help you approve various social media programs that you are sponsoring for the companies you represent today.
- You may have seen this in the public domain as FedEx has presented on this in the last year. They are a major client partner of Visible, and we received permission to use this brief case study. The common word you’ll notice here is CULTURE and FedEx has significantly benefited with their Social programs because they promote Social & Innovation within each division of their culture.
- An intelligent on-demand platform provides instant:Engagement Status by CSR – has anyone else worked on this open item?Notes and history status provide workflow updates when collaborating with additional CSRs
- Josh Bernoff’s recent publication Empowered is a masterful collection of the brand loyalty, viral buzz, and improved customer experiences that result from empowering CSR managers and individual agentsSocial CRM/Social Servicing programs cannot stand alone – they must connect to other corporate Cust Svc programs internally to create a consistent experience and expectations of your consumer baseThe American Red Cross & Dogfish brewing story is a great example of the sometimes unexpected benefits of being honest and accountable that will naturally result from the major exposure created by Social MediaThe ROI of Social Servicing has been proven – but you MUST understand the important metrics you are measuring and trying to improve. There’s a ton of activity around Engagement/Social Media outreach but you’ll continue to fund and expand more internal Social programs by intelligenty measuring and improving the metrics that are impacted by Social Servicing & EngagementFinally a misconception exists today that major companies must replace their talent base with young professionals with expertise in using Social Media tools and applications. Although this can be beneficial…..focus on preserving your culture and the employee base who truly understands your BRAND and Customer Service best practices. The talent base can adapt to new applications/technologies and prevents you from experiencing very high $$$ in training, re-educating, and immersing a completely new talent base.