integrate social media with customer service, presented by stacey depolo

SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

Integrate social media withcustomer service

STACEY DEPOLOGODADDY

SOCIAL MEDIA + CUSTOMER SERVICE= TRIBE2

Stacey DePolo

@sdepoloGoDaddy Social Media Manager

Advocacy Specialist

January 26th, 2016

Stacey DePolo, @sdepolo

PLANNING: KNOW YOUR TRIBE

• What do you stand for?

• Determine goal (tied to brand promise).

• What’s the vibe of your tribe?


ALIGN ON APPROACH

• Social CS as NPS closed loop

• Advocacy = end of sales funnel

• Empower front line social agents

• Align KPI’s with revenue and

known detractor issues

• Work across silos

Awareness

Research & familiarity

Opinion

Consideration

Purchase

Repurchase


SOCIAL SUPPORT PLAYBOOK

• Consistent with brand voice –

style of response as important as words

• Consistent response in all channels

• Respond in same channel as contacted

• Plan regular review & updates


BUILD, TRAIN, & TEST A TEAM

• Select from your best

support agents with the

greatest experience

• Select people who use social

media for personal or other

business


LISTENING & MONITORING

• Social CS is a spectator sport!

• Prioritize:

• Influence

• Customer segments

• Close the loop: make customers feel heard

• Turn insights into action & communicate change

• Measure sentiment/volume/velocity to determine

escalations


SELECT SCALABLE TOOLS

• Market leaders vs. smaller hungry companies

• Internationalization/translation

• Reporting (trends and anecdotes)

• Integration with your CRM

• Match social accounts to customer accounts


THE RIGHT METRICS ALLOW RAPID RESPONSE

#PuppyGate

Positie Negative


PRIORITIZE ADVOCATES & DETRACTORS

• Nurture advocates systematically

> enroll in mission of the tribe

• Suppress detractors from seeing

social ads

• Track conversions of detractors to

passives/advocates

Recommend us?


RESPOND TO LEGIT CRITICISM. EARN RESPECT

• ID influencers not to ignore

• Messaging for one customer

segment will be seen/critiqued by all

THANKS.

Stacey DePolo @sdepolo staceyDePolo.com

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016