1. Ask the Experts
How to Harness In-House Expertise for Greater Customer Engagement
Copyright Dimelo SA http://www.dimelo.com
2. Your expert today
Stephane LEE
Dimelo CEO
in charge of G&A and Product
Computer Science Engineer, Master in International Marketing
Real life : 45 years old
Blogs : 8 years old
Linkedin : 8 years old
Xing : 7 years old
Facebook : 5 years old
Twitter : 4 years old
Google+ : 1 year old
Pinterest : 3 months old
s.lee@dimelo.com
@stephaneleelive
Copyright Dimelo SA http://www.dimelo.com
3. Agenda
«Ask the expert» Q&As real world examples
Interactive session
• What is your usecase
Questions for you :
• On which social media shall I create the operation ?
• Where do I find my experts ?
• What shall I ask them ?
• How do I incentivize my experts ?
• How will I manage the question flow ?
• What are the KPIs ?
• Who can help me build and run the campaign ?
Wrap up
Copyright Dimelo SA http://www.dimelo.com
4. Ask The Experts showcase
Copyright Dimelo SA http://www.dimelo.com
14. Use Cases summary
Product Launch
Loyalty: Privileged relationships for loyal customers
Seizing interest space (and Google ranks)
Educate customers on a complex offer
Create more proximity, intimacy
Pre-sales situations
• improve trust
• justify pricing
Copyright Dimelo SA http://www.dimelo.com
15. Interactive session :
What is your usecase ?
How would you use «Ask the Expert»
Q&As in your company ?
Copyright Dimelo SA http://www.dimelo.com
16. Your usecase
Why would i do that ?
On which social media shall I create the operation ?
Where do I find my experts ?
What shall I ask them ?
How do I incentivize my experts ?
How will I manage the question flow ?
What are the KPIs ?
Who can help me build and run the campaign ?
Copyright Dimelo SA http://www.dimelo.com
17. Why would a brand do that ?
Copyright Dimelo SA http://www.dimelo.com
18. Why would I do that ?
Take a share of conversation SPACE by creating content and relevant
INFORMATION
• Information is the lifeblood of Internet, my customers want it, Google likes it
ENGAGE my customers or prospects in a dialog
• Customers asking questions show a real interest in my company offering
• Personalized answers create emotional link
HUMANIZE my brand
• Yes, real people work daily for my customers. They need to know.
BALANCE my social media initiatives
• Entertainment, media, fans VS qualified people, real questions
Get valuable customer INSIGHTS
• Questions hint at true intents
Copyright Dimelo SA http://www.dimelo.com
19. On which social media shall I
create the operation ?
Copyright Dimelo SA http://www.dimelo.com
20. Points of presence
Website
Mobile App or Site
Facebook Page
Twitter Account
Youtube channel
3rd party Forums
Mutualize as much as possible !
• One user community
• One knowledge base
Copyright Dimelo SA http://www.dimelo.com
21. Where do I find my experts ?
Copyright Dimelo SA http://www.dimelo.com
22. Type of experts
In-house experts
• Identify experts
• Identify social media savvy employees
• Volunteers
Community experts
• Superfans, influencers
• Find them on Facebook, Twitter, Forums,...
Market or Industry gurus
• Hire guest stars
For retailers: invite brands delegates
Experts should be on par, the panel shoud be consistent
• don’t mix your CEO with the latest hired
Copyright Dimelo SA http://www.dimelo.com
26. Experts
+ Community
+ Customer Service
Copyright Dimelo SA http://www.dimelo.com
27. What shall I ask them ?
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28. Checklist
Sign the participation charter
Give us a nice picture of you and the right to use it
Produce a short bio and answer a few questions
Explain that they will be public figures, their name and picture will end up
in Google
Express your expectations
Warn HR and managers
Organize a kick-off meeting
Copyright Dimelo SA http://www.dimelo.com
29. How do I incentivize my experts ?
Copyright Dimelo SA http://www.dimelo.com
30. Incentives
Most experts will just enjoy the conversation
• the customer comes to their desk
• they can understand the consequences of what they are working on
• they can grab valuable customer insights
You can give them points and rewards
Displaying their engagement in public is a good way to avoid laggards
Copyright Dimelo SA http://www.dimelo.com
31. How will I manage the question
flow ?
Copyright Dimelo SA http://www.dimelo.com
32. Workflow
The manual way
• The community manager (CM) dispatches questions to experts (emails)
• Experts answer his emails
• CM copy/paste/edit answers and publish them on the site
Social Media Contact Center
• Give experts a professional tool to answer questions
• Automatic classification and notification
Better to separate experts from categories
• users ask questions in a category, and several experts can answer in this category
• on the UI, users still have the impression that they are asking their question directly to
the expert
Copyright Dimelo SA http://www.dimelo.com
34. What are the KPIs ?
Copyright Dimelo SA http://www.dimelo.com
35. Returns
Brand seen as being helpful, approachable, providing privileged conversations
• Presales : brand preference
• Loyalty : brand intimacy
Collect qualified contact emails for direct marketing
Search Engine Marketing (earned media)
• Traffic generation
• Keywords used to capture traffic
Measure customer engagement rate
• Number of questions, comments, votes
Call deflection
• number of questions answered, viewed
Customer insights
• discover question trends and categories
Start building your own community
Copyright Dimelo SA http://www.dimelo.com
36. Who can help me build and run
the operation ?
Copyright Dimelo SA http://www.dimelo.com
37. Partners
Your social media agency
• Very good in design and campaign communication
• Struggling on the technical side
A SocialCRM software company like Dimelo
• Not so bad in design and overall campaign management
• Quick set-up, flexible ramp-up
• Strong response processing and workflow
Both
• To get the best of both worlds
Don’t forget internal partners : champion, HR and managers
Copyright Dimelo SA http://www.dimelo.com
