Social Media Service - Approach to Social Media Service and Support

Social Media Service
Approach to social media service and support
- Apr 2014
Frankie Chan
frankie.wailun@gmail.com

UNDERSTANDING SOCIAL MEDIA SERVICE
…starting with 3 social media buzzwords

FAST
RESPONSE
VIRAL 53% Users expect responses
< 60 mins.
(ref: http://bit.ly/1bl6Zwo)
ENGAGING
CONVERSATIONAL
OWNED MEDIA
RESPONSIVE
Use of brand’s social media site:
43% customer service vs. 23% marketing
(ref: http://bit.ly/1dwpHM4)
SOCIAL MEDIA & SERVICE
MORE INFO

SOCIAL MEDIA & SERVICE
Back
(ref: http://bit.ly/1kmAqQ5)

“SOCIAL MEDIA ALLOWS BIG COMPANIES TO ACT SMALL AGAIN.”

HOW DO WE TELL CLIENTS WE’RE DOING WELL?
figures and industry benchmarks

RESPONSE
RATE
The percentage of user wall questions that get
responded to by the company
HOW PERFORMANCE IS MEASURED
RESPONSE
TIME
The average time that it takes for a company to
respond to user questions.
ANSERED MINUS
IGNORED
QUESTIONS
The higher the figure the better the performance
Implication: the scale of operation
Source: Socialbaker.com. Socially Devoted – The Standard of Customer Care in Social Media
(http://bit.ly/1kHwpVP)

RESPONSE
RATE 59.40%
INDUSTRY BENCHMARK
RESPONSE
TIME
1,579 MIN
i.e., 1 Day and 2Hr 18 Min

INSIGHTS

INSIGHTS
RESPONSE
RATE
93.66%
RESPONSE
TIME
74 min.
59.40%
1,579 min.
BENCH-
MARK
Source: Socialbaker.com. Socially Devoted –
The Standard of Customer Care in Social Media (http://bit.ly/1kHwpVP)

INSIGHTS
Source: MarketingProfs. Customer Service Trends: People Prefer Phone
Support, Companies Slow to Respond in Evenings (http://bit.ly/1gFGZMf)
2014

INSIGHTS
SHORTEST MEDIAN
RESPONSE TIME:
5 HR IN 10AM

INSIGHTS
SHORTEST MEDIAN
RESPONSE TIME:
5 HR IN 10AM
HIGHEST CUSTOMER
SATISFACTION
RATING:
2PM-5PM

24/7
10 languages
30,000 msg. a week
“Webelievein the transparency of social
media, Customers want to know what to
expect from us. We now offer them real-time
insightintoourresponsetime.”
- Martijn van der Zee
Senior Vice President of E-Commerce at AIR FRANCE KLM

How KLM Achieves such Sellar Success on Social Media
http://www.socialbakers.com/blog/1873-how-klm-achieves-such-stellar-
success-on-social-media
Interview with Karlijn Vogel, Manager Social media at KLM, the Dutch
Airline that Leads in Social Media
http://allplane.tv/airline-marketing-socia-media/allplane/airlineblog/2013/7/23/
interview-karlijn-vogel-klm-social-media-manager
Live Display Response Time KLM Social Media Service
http://www.klm.com/travel/hk_en/about/news_press/travel_news/
live_display_response.htm
KLM Social Media Strategy – Part 1
https://blog.klm.com/klm%E2%80%99s-social-media-strategy-part-1/4670/
FURTHER READINGS

Different page/account for
different product
Separate page/account for
customer service
RESPONSE
RATE 83% 41%
@NikeSupport @NikeRunning
(@NikeSupport)
98.7K tweets280Ktweets 98.7K tweets

LOOK AHEAD
the challenge and future of social media service

CHALLENGES
PRIVACY
Conversations records and customers personal
details are stored in 3rd party servers.
FRAGMENTED
CHENNELS
Brands need to be present in multiple social media
networks to capture major traffic in different markets.
MORE INFO
EAST
DOESN’T
MEET WEST
No servicing tool covers both the “western” and
PRC networks.
MORE INFO

Source: Vincos. World Map of Social Networks
(http://vincos.it/world-map-of-social-networks/)back to CHALLENGS

Study done in September 2013
SUMMARY
FACEBOOK &
TWITTER
COMPATIBLE?
PRC SNS
COMPATIBLE?
LIVE CHAT
COMPATIBLE
?
KNOWLEDG
E
BASE
SUPPORTE
D
LANGUAGE
REMARKS
ZENDESK
Leader in social media
customer service
arena with log history
and robust tools for
enterprise clients
Yes
Limited
compatibility
with SINA Weibo
and Renren
Yes Yes EN/TC/SC
DESK.COM
Strong social media
customer player best
for small to medium
clients with limited
integration to other
Salesforce tools
Yes No Yes Yes EN/TC/SC
Experienced
server
instability
during testing
SERVICE
CLOUD
Enterprise level
customer servicing
tool that integrates
with all Salesforce
products
Yes No No
Separate
product,
extra
subscription
needed
EN/TC/SC
back to CHALLENGS

FUTURE
MOBILE
INSTANT PRIVACY
LIVE CHAT
WEB SELF-SERVICE
CROSS-CHANNEL SUPPORTS MORE INFO
MORE INFO
MORE INFO
MORE INFO

WEB SELF-SERVICE
67%
RESPONDENTS PREFERRED
SELF-SERVICE OVER
HOTLINE
Source: 10 Customer Service Trends to Watch in 2014
(http://bit.ly/1g3D3Fu)
back to FUTURE

WEB
SELF-
SERVICE
HOTLINE
SOCIAL
MEDIA
PROACTIVE
SUPPORT
EMAIL
LIVE CHAT
back to FUTURE

PROACTIVE SUPPORTS
1. pop-up tips on self-service web
back to FUTURE

WHAT DATA DOES WITH SELF-
SERVICE PRODUCT LIFECYCLE
USER BEHAVIOUR
DATA ANALYSIS
PRODUCT
ENHANCEMENT
USER BEHAVIOUR
DATA COLLECTION
PRODUCT
REVAMP
back to FUTURE

2. social listening
PROACTIVE SUPPORTS
back to FUTURE

LIVE CHAT
24%
RISE IN LIVE CHAT USAGE IN
2013 COMPARED TO 2011
2013
2011
73%
LIVE CHAT HAS HIGHEST
SATISFACTION LEVELS OF 73%
Source: Econsltancy.com. Consumers Prefer Live Chat for Customer Service
(https://econsultancy.com/blog/63867-consumers-prefer-live-chat-for-customer-service-stats)
back to FUTURE

WHY LIVE CHAT IS PREFERRED
Source: Econsltancy.com. Consumers Prefer Live Chat for Customer Service
(https://econsultancy.com/blog/63867-consumers-prefer-live-chat-for-customer-service-stats)
79% I get my questions answered immediately
51% Because I can multi-task
46% It’s the most efficient communication method
38% Once I used live chat
I realised how well it works
29% Better information than if I emailed
back to FUTURE

MOBILE
Global B2C mobile commerce
spending forecast to grow 6 fold
between 2011 and 2016
2011 2016
$223BN
$37BN
Source: Comm100.com. 10 Customer Service
Trends to Watch in 2014 (http://bit.ly/1g3D3Fu)
Mobile devices are the primary
devices for messaging/chat in
major markets
Source: Ericsson.10 Hot Consumer Trends 2014 (
http://bit.ly/IFjlSM)
back to FUTURE go to WECHAT

EVOLUTION OF HOW BRANDS USE
SOCIALMEDIA
back to FUTURE
AD
PLATFORM
MARKETING &
PR
CUSTOMER
SERVICE
MARKETING &
PR

(SLIGHT) FUTURE OF SOCIALMEDIA
back to FUTURE
SALES
CUSTOMER
SERVICE
MARKETING
CUSTOMER
EXPERIENCE
SOCIAL MEDIA – SPHERE CUSTOMERS & BRANDS INTERACT

CROSS-CHANNEL SUPPORTS
back to FUTURE

Launched in 2011
18 languages in 6 OS’s
300M users (10M outside PRC)
2M “Official” accounts
World’s 5th most frequently
used smartphone app
back to FUTURE

Source: Mashable. The 10 Most Frequestly Used Smartphone Apps.
(http://on.mash.to/1gFtEQ9)
back to FUTURE

Public Platform
back to FUTURE

USER’S MESSAGE HAS TO BE REPLIED IN 48 HOURS
SERVICES SUBSCRIPTIONS
COMPANY INDIVIDUAL / COMPANY
1 PUSH MESSAGE A MONTH 1 PUSH MESSAGE A DAY
back to FUTURE

LOUIS VUITTON ON WECHAT
Service account
In Simplified Chinese
CS agent online daily,
10am-7.30pm
back to FUTURE

Timely response
back to FUTURE

Personalised response
back to FUTURE

back to FUTURE
Sales

back to FUTURE

ANY QUESTIONS? FEEDBACK?
Frankie Chan
frankie.wailun@gmail.com

Social Media Service - Approach to Social Media Service and Support

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