Why Customer Service Should Be In Social Media and How To Get Started Matt Singley (@mattsingley) Chief Engagement Officer Singley + Mackie (@singleymackie)
Socap symp11 singley mackie
May 13, 2015
Why Customer Service Should Be In Social Media and How To Start
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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?
Send a tweet to
@mattsingley
with hashtag
#symp11
• 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?
Send a tweet to
@mattsingley
with hashtag
#symp11
Why Should
Customer
Service Even
Care About
Social Media?
© SOCAP International 2011.
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
Who Should “Own” Social Media?
PR
• Press Releases
• Brand Reputation
• Crisis Management
© SOCAP International 2011.
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
Who Should “Own” Social Media?
Marketing
• Online/Offline Offers
• Coupons and Deals
• Amplification of New
Products and Offers
© SOCAP International 2011.
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
Who Should “Own” Social Media?
Customer
Care
• Product Help
• Complaint Line
• Escalation
© SOCAP International 2011.
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
Who Should “Own” Social Media?
PR
Customer
Care
Marketing
© 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
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.
Questions?
Send a tweet to
@mattsingley
with hashtag
#symp11
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?
Send a tweet to
@mattsingley
with hashtag
#symp11
Case Studies: Caesars Entertainment (WOMMA)
This is no good…
© SOCAP International 2011.
Questions?
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@mattsingley
with hashtag
#symp11
Case Studies: Caesars Entertainment (WOMMA)
Much better!
© SOCAP International 2011.
Questions?
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@mattsingley
with hashtag
#symp11
Case Studies: Caesars Entertainment (CES)
© SOCAP International 2011.
Questions?
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@mattsingley
with hashtag
#symp11
Case Studies: Caesars Entertainment (CES)
Be Proactive!
© SOCAP International 2011.
Questions?
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@mattsingley
with hashtag
#symp11
How To Start
© SOCAP International 2011.
Questions?
Send a tweet to
@mattsingley
with hashtag
#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!
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