Why Customer Service Should Be In Social Media

and How To Get Started

Matt Singley (@mattsingley)Chief Engagement Officer

Singley + Mackie (@singleymackie)

© SOCAP International 2011.

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So Who Is This Matt Singley Character?

• CEO of singley + mackie

• singleymackie.com

• twitter.com/singleymackie

• facebook.com/singleymackie

• Social Media strategy and execution for some amazing companies

• Lover of life, hater of PowerPoint

• Father of Four

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• Moving Through The Ecosystem• Growth in social media is attained through

acquisition-centric programs and contests,

as well as “social peer pressure”. As friends

and online influencers discuss brands, their

peers and followers are more likely to join

the communities over a purely organic

“search and like” approach.

• One-to-one and one-to-many conversations

must happen with channel-appropriate tone

and frequency so as to keep the consumer

feelings engaged and appreciated.

• Only after trust has developed between the

consumer and the brand can they be

converted to consider purchasing goods or

services.

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Why Should Customer

Service Even Care About

Social Media?

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Who Should “Own” Social Media?

• Press Releases• Brand Reputation• Crisis Management

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Who Should “Own” Social Media?

• Online/Offline Offers• Coupons and Deals• Amplification of New

Products and Offers

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Who Should “Own” Social Media?

• Product Help• Complaint Line• Escalation

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Who Should “Own” Social Media?

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Who Should “Own” Social Media?

© SOCAP International 2011.

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Who Should “Own” Social Media?

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Case Studies

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Case Studies: Xbox & Zune Support

• http://twitter.com/xboxsupport• http://twitter.com/zunesupport• Guinness Book of World Records for most

engaged brand!

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Case Studies: Caesars Entertainment (WOMMA)

This is no good…

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Case Studies: Caesars Entertainment (WOMMA)

Much better!

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Case Studies: Caesars Entertainment (CES)

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Case Studies: Caesars Entertainment (CES)

Be Proactive!

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How To Start

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Increase Your Chances of Success in Social

• Get buyoff from Legal, PR and Marketing

• Create a separate Twitter channel for support

• Provide back channel access to your customer care team for those

on the front line

• Publish an FAQ/Customer Care tab on your Facebook Page

• Staff appropriately

• Search for mentions of your name (both @ and regular), as well as

mentions of your products

• Be timely

• Take negative sentiment offline when possible

• Be a real person!

© SOCAP International 2011.

Questions?Send a tweet to@mattsingley with hashtag

#symp11

Increase Your Chances of Success in Social

http://bit.ly/engagemoderate

© SOCAP International 2011.

Questions?Send a tweet to@mattsingley with hashtag

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Thank You!