Why is it important to provide quality social customer
care?
What are the current social customer care trends
that are happening globally and in the US?
How is this going to help benefit your business?
From Chance to Choice - Tactical Link Building for International SEO
Social Customer Care Best Practices
1. Social Customer Care Trends
& Best Practices
@evanjames11
Evan James,
Head of North American
Marketing
2. Customer Care Trends & Best Practices
Why: It’s important to provide quality social customer
care
What: Are the current social customer care trends that
are happening globally and in the US
How: Is this going to help benefit your business
3. 3rd Socially
Native
1st Early Stage 2nd Socially
Setting Up
Listening
Basic reports
Content
Some ads
Devoted
Social care
Even Better Content
Properly engaging with
fans
Deeper Analytics incl.
competitive
Integrating into business
All employees involved in
social
Measurement set to match
business objectives
77% Companies 10 - 20% Companies 3 % Companies
4. Socially Devoted
Are you Socially Devoted?
Find it out now!
sociallydevoted.socialbakers.com
5. Customer Care Goes Social
10 Million Questions
were posted by fans to brands so far in 2014
Just 5%
of global brands are Socially Devoted
on Facebook
But these brands receive
More than 50%
of all social care demand
7. Customer Care For Brand Awareness
1:100
Each interaction correlates
with 100 people reached
Average ratio of received interactions & Organically reached audience
Time Range: December 01, 2013 - March 19, 2014, Data: We looked at more than 300,000 Facebook posts made by 2,715 brands.
8. Higher Reach
Higher Engagement
Higher Click-Rate, Conversion Rate, Visits …
ROE
ROI = Engagement First Strategy
ROI
Return on Engagement
16. TOP 3 US Socially Devoted Brands
2 002 1 869 1 503
Sorted by Answered minus Ignored Questions
17. Social is not about 1 metric - it’s about all of them
Fans
Fan Growth
Activity of
Your Page
Response Rate
Response Time
$ Paid
Interactions & Reach
Media
18. Measurement Framework
Own Metrics + Competitive Set
Own Metrics &
Competitive Metrics
(Likes, Interactions, Engagement)
Customer
Care
Platform
Metrics
Online Metrics
Advertising Metrics, Facebook, Twitter, Google+, etc.
Conversion from Social
Buzz Monitoring,
Listening
19. Social Customer Care – Key Metrics
Response Rate
Response Time
Answered minus
Unanswered Questions
20. Great Customer Care For Business
Constantly measure
content performance
Product Feedback
Customer Retention & Upsells
Brand Loyalty
21. Customer Care Trends & Best Practices
Providing social customer care is now a must
Social customer care will increase Fan engagement
Measure and understand how social customer care can
impact other aspects of your business
22. Thank you!
Engage Discount Code: EngageEJ
Evan James,
Head of North American Marketing
@evanjames11
Editor's Notes
We announced Socially Devoted 2 years ago, and its time to talk about whats next.
1% interact
10% consume
50% Take action
Don Montarno – engaged users are 5X more likely to purchase. Clients that engage socially are 3x as profitable
50-60% of time and budget spent on content – Karren from Western Union, Toni from Uhaul and Sagar from Premier
ZP:
I think this is QRR – but the Twitter numbers are off. Need to state what metric it is and we could probably add a slide about demand by industry.
Over 250 travel brands serving 30 million customers
72% of holiday makers post vacation photos on social
In just 2 quarters TUI increased Question Response Rate from 57% to 97%!
Humanize your brand – Michelle from IBM: One of the interesting things about the business that we are in is that it is forcing us to become more human.
Uhaul – measuring 5 different goals.
Kimarie Mathews (Wells Fargo) – In the future they will have the current average response time on the top of their TW feed