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The Social Customer Engagement Index 2012: Results Analysis

Webinar

How to Participate

• Submit your questions in the GoToWebinar presentation window

• Follow along and share your thoughts on Twitter at #SMTlive

• The webinar will be recorded and available for replay in a couple of days on Social Media Today. The slides will also be available for download.

About the Panel

Brent Leary, @BrentLeary, is a CRM industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC.

Becky Carroll, @bcarroll7, is the Author of The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers (Wiley, 2011).

About the Panel

Laurie Brooks, @LLBean_PR, is the Sr. Public Relations Representative for L.L. Bean. Laurie spearheaded L.L.Bean into the social media space in November 2008.

Jason Duty, @JasonDatDell, is the Director Global Social Outreach Services (SOS), at Dell | Worldwide Consumer and Small & Medium Business Group.

Laurie Meacham, @LaurieAMeacham, is the Manager Customer Commitment at JetBlue Airways where she has oversight of the Social Media Support Team. In 2009 Laurie became one of the founding crewmembers of the airline's then fledgling social media team.

Key Results from the Survey• 30% of more experienced organizations spent >$100K on social media for

customer service

• 25.2% of smaller companies handle over 25% of customer service issues via social media

• 41% of those with >1000 employees use online branded communities

• Impact of social media on customer service is greater the longer companies use social media (65-70%)

• 58% of companies using social media > 2 years are fully integrated with traditional customer service

• 34-44% of companies plan to fully integrate social media into customer service in next 2 years

Very Satisfied/Very Positive

• 2X as likely to have 2+ yrs experience

• 2.7X more likely to handle 25%+ customer interactions

• Almost 2X likely to have fully integrated processes

• 2X more likely to use social profiles, KBs and other data sources to handle customer service inquiries

The Rise of Branded Communities

Key Results from the Survey• Conflict:

– Over 71.2% use social for their customer interactions– 68.5% say social has positive or higher impact on addressing customer needs– However 77.6% budget less than $50k for social initiatives

• Branded Communities:– Branded Communities come in 3rd for what channels companies use, but are

considered the most effective channel for companies using social for 2 years or more

• Multi-Channel Engagement:– 48.7% have no plans to invest in mobile solutions over the next 12 months– 44.8% of companies do not have mobile solutions to engage their customers

• Teams or Culture:– 33.6% of companies have a dedicated social team for customer care– 31.4% say ‘management buy-in’ is the biggest obstacle for engaging customers on

social platforms

Customer Service Social Media Team• Team Members = 12• Monthly Twitter and Facebook interactions: 5,800+• L.L.Bean customer service social media team created -

October 2010• Social channels – Facebook , Twitter and LLBean.com Q & A• Most active social channel for customer service: Twitter• Measurement: # of “L.L.Bean” mentions vs. # of CS responses

10 Confidential

Dell Social Media Customer Support

04/07/2023

2006 2007 2008 2009 2010 20 1211 20

100 Agents

14 Languages Supported

15k Direct Interactions per Month

1x1 SupportOutreach, Resolve

Rate, Outcomes

1xMany Support

Unassisted, Peer-to-peer

Community Health

Followers, Reach, Answer Rates

• The Social Media Support Team consists of 23 Crewmembers

• We see approximately 30,000 mentions each month and roughly 5,000 of those prompt some type interaction

• We’ve been using social channels to speak to our customers for nearly four years, but the team was formalized in October 2010

• We engage with customers on Twitter and Facebook

• Over 90% of our interactions are on Twitter

• We measure success through the quality of our responses and by ensuring that we’re providing 24/7support to listen, inform and engage

JetBlue Social Media

Thanks for Joining Us

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