Innovación Social (Social Innovation): ¿Surge sólo del Emprendimiento Social?
Webinar: The 12 Days of Social Customer Service: Preparing for the Holiday Social Media Surge
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Joshua March CEO & Founder Conversocial @JoshuaMarch Rachel Arthur Global Senior Editor, Digital Media & Marketing, WGSN @rachel_arthur #12daysofsoc ial @conversocia l
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In our analysis of over 200,000 Tweets mentioning top retailers, we found that brands can expect up to 5X normal Twitter volume in the coming weeks. The biggest surge occurred in the days following Cyber Monday. Even if you have your holiday social strategy already in place, we will present actionable insights for how to take your social engagement to the next level and to protect yourself from the increased likelihood of social media crises. Watch the webinar recording here: http://conversoci.al/us-holiday-webinar
Transcript of Webinar: The 12 Days of Social Customer Service: Preparing for the Holiday Social Media Surge
Joshua MarchCEO & FounderConversocial
@JoshuaMarch
Rachel ArthurGlobal Senior Editor, Digital Media
& Marketing, WGSN@rachel_arthur
#12daysofsocial
@conversocial
#12daysofsocial
Retailers powered by Conversocial Include
Build an escalation process
#12daysofsocial
- Align customer service with marketing - Provide correct and incorrect examples of response - Run an offline training workshop- Use approval workflows within software
Download report now: conversoci.al/us-holiday-report
#12daysofsocial
Setting the scene this holiday season–The NRF predicting sales to be up 3.9% to $602.1bn
–More stores to open on Thanksgiving itself
–Big promotional offers coming out ever earlier than Black Friday
Have a social customer service team1
st
DAY
#12daysofsocial
believe companies should offer customer support on their profiles *Social News Daily
2nd Know what your customers
are talking about
#12daysofsocial
– Urgent issues– Common issues– Technical or specialist issues – Sensitive issues
DAY
3rd
#12daysofsocial
Establish a clear and consistent tone
Whether you have
- Align customer service with marketing - Provide correct and incorrect examples of response - Run an offline training workshop- Use approval workflows within software
DAY
social agents
Build an escalation process
#12daysofsocial
- Align customer service with marketing - Provide correct and incorrect examples of response - Run an offline training workshop- Use approval workflows within software
4thBuild an escalation process
DAY
5thPut a crisis plan in place
#12daysofsocial
• Lock-down on outbound posts
• Holding message or silence
• Official response as soon as possible (NOT days)
• 1-1 engagement with customers
• Use approval workflows
DAY
6th Set Expectations
#12daysofsocial
- Make hours of operation clear- Build staffing plans accordingly- Understand the time critical nature of social
DAY
7th Prepare for holiday surges in
activity
#12daysofsocial
- Train additional agents for spikes in volume- Anticipate a surge post Cyber Monday- Ensure agent resourcing matches marketing- If something goes wrong, be prepared
DAY
8thPrioritize who you respond to
#12daysofsocial
- Don’t waste time with manual filtering - Influence should only matter for proactive engagement - A human should still check (unprioritized) direct posts - Fast response is essential
DAY
9thHelp customers in-store
#12daysofsocial
- 1 in 4 use Twitter while shopping- Influence a sale at the point-of-purchase- Real-time engagement essential
DAY
10
th Use social to instantly identify supply chain issues
#12daysofsocial
–Escalate supply chain issues to managers–Monitor keywords and complaint categories in real-time–Social feedback direct to business units–Proactively update customers
DAY
11
th Proactively engage to directly
impact purchasing decisions
#12daysofsocial
- Design searches to find relevant tweets- Engage with influencers- Surprise & delight- Add value–don’t spam
How much customers will spend if they receive good customer service via social media
DAY
12
th Create a social customer
service playbook
#12daysofsocial
- Tone of voice- FAQs- Roles & responsibilities of team members- Escalation and crises plans
DAY
@JoshuaMarch @rachel_arthur
#12daysofsocial @conversocial
