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Unlocking the Digital Power of Social Customer Service
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Transcript of Unlocking the Digital Power of Social Customer Service
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Charlotte DaviesConsumer Communication ManagerCoca-Cola Great Britain
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5 ways To Unlock the Digital Power of Social Customer Service
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Every conversation has the potential to impact engagement, loyalty, brand & corporate love & trust
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Consumer Interaction Centre evolution: before
Disparate approach spread across too many agencies challenge to provide consistently great customer service
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Consumer Interaction Centre evolution: afterSocial Listening
Traditional
Community management Influencer Identification & Management
One Team
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5 ways - 5 steps
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Social listening across key areas
Reputational topics
Corporate topics
Product launches
Sponsorships
Campaigns
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One Team
Knowledge sharing and crisis management consistent across traditional and digital
channels to address consumer questions
Monitoring and reporting under the same umbrella – one status update to reach all stakeholders
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5 ways - 5 steps
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Coca-Cola Journey
• Launched globally in 2012
• Launched in GB in 2015
• Not a corporate website
• Features original and curated content
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coca-colaanswers.co.uk
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Social Conversations
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Daily News Room
What?The digital team discusses most relevant topics of the day - trending topics & popular Coca-Cola content
When? 15 min meeting every AM + ad hoc
BenefitsEnable Coca-Cola to be involved in relevant conversations in a timely manner 682 RT’s, 400 Favourites
1.3 Million Impressions All time highest performing @CocaCola_GB Tweet
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@Coca-Cola_GB – Content Examples
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5 ways - 5 steps
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Meeting Social Media Customer Service Demands Demand
Only 22-30% questions or complaints get answered by brands on Twitter
83% of complainants that received a reply liked or loved the fact that the company responded
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Social Listening & Engagement Consumer Social team answers the questions
of and proactively engages with an average* of 50 individuals on Twitter and Facebook on a
daily basis. From original tweet to a reply, including internal approval processes, takes no
longer than two hours.
*With higher engagement during campaigns such as Christmas and events such as Rugby World Cup (expected for 2015).
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Traditional Customer Care Channels
SLA Performance (All 5 Hit)
Target (Sec)
Actual (sec)
Target (%)
Actual (%)
Target (%)
Actual (%)
30.00 7.51
90.00 94.70
5.00 0.30
We engage with our consumers through
phone conversations, e-mails & letters with an aim to respond within
24 hours. Over the past year we have had over 23,000 enquires with
an average of 95 contacts a day.
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One Team
Consumer conversations captured across digital and traditional channels
Approved messaging and content for use across all channels
Efficient & personalised response process
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5 ways - 5 steps
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Reactive• Answering consumer
questions via our social channels
Proactive• Amplifying our content
through multiple channels
5 ways - 5 steps
Content distribution
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5 ways - 5 steps
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Reporting
• Digital snapshot gives overview of total company mentions and sentiment
• Maintains focus on key reputational topics while broadening scope to include wider online conversation
• Comprehensive tracking of select campaigns & activations, product launches & sponsorships
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Questions?