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.

Questions?

Send a tweet to

@mattsingley

with hashtag

#symp11

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

© SOCAP International 2011.

Questions?

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@mattsingley

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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.

• Increase size of marketable base

Growth

•Create1:1 conversations with

customers Engagement

• Inform and education consumer, drive to purchase

Conversion

© SOCAP International 2011.

Questions?

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@mattsingley

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#symp11

Why Should

Customer

Service Even

Care About

Social Media?

© SOCAP International 2011.

Questions?

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@mattsingley

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Who Should “Own” Social Media?

PR

• Press Releases

• Brand Reputation

• Crisis Management

© SOCAP International 2011.

Questions?

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@mattsingley

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Who Should “Own” Social Media?

Marketing

• Online/Offline Offers

• Coupons and Deals

• Amplification of New

Products and Offers

© SOCAP International 2011.

Questions?

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@mattsingley

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Who Should “Own” Social Media?

Customer

Care

• Product Help

• Complaint Line

• Escalation

© SOCAP International 2011.

Questions?

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@mattsingley

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#symp11

Who Should “Own” Social Media?

PR

Customer

Care

Marketing

© SOCAP International 2011.

Questions?

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@mattsingley

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Who Should “Own” Social Media?

PR

(Growth)

Customer

Care

(Engagement)

Marketing

(Conversion)

© SOCAP International 2011.

Questions?

Send a tweet to

@mattsingley

with hashtag

#symp11

Who Should “Own” Social Media?

PR

(Growth)

Customer

Care

(Engagement)

Marketing

(Conversion)

© SOCAP International 2011.

Questions?

Send a tweet to

@mattsingley

with hashtag

#symp11

Case Studies

© SOCAP International 2011.

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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!

© SOCAP International 2011.

Questions?

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@mattsingley

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Case Studies: Caesars Entertainment (WOMMA)

This is no good…

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@mattsingley

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Case Studies: Caesars Entertainment (WOMMA)

Much better!

© SOCAP International 2011.

Questions?

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@mattsingley

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Case Studies: Caesars Entertainment (CES)

© SOCAP International 2011.

Questions?

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@mattsingley

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Case Studies: Caesars Entertainment (CES)

Be Proactive!

© SOCAP International 2011.

Questions?

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@mattsingley

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#symp11

How To Start

© SOCAP International 2011.

Questions?

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@mattsingley

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#symp11

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

#symp11

Thank You!