Web forumsocialairlines

Den sosiale dialogen med kunden

… eller #UnitedBrokeMyGuitar Elisabeth Bitsch-Christensen

@echristensen42

www.echristensen42.com

S. O. C. I. A. L.

S.O.C.I.A.L.

• S incere

• O pen

• C ollaborative

• I nterested

• A uthentic

• L ikeable

• www.echristensen42.com

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Salesforce Foundation

16,000 Non-profit

Organizations

Time • Equity • Product

% $40+

Million Grants

410,000+ Hours Service

http://twittercensus.se/graph2013/

http://finnishtwitter.com/getdata.php http://www.twittercensus.se/

graph2013/

#SocialAirlines

Do airlines service customers everywhere? We checked.

- 100,000 tweets over 1 month

- 33 different airlines worldwide

looking for where people mentioned an airline's twitter handle,

or the airline replied back to a person.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

2000

4000

6000

8000

10000

12000

14000

Customer Mentions Response Rate

Europe gets it – US based airlines don’t

Let’s challenge an airline

• Grupp 1: twittra en fråga till ett av följande flygbolag:

• KLM – SAS – Air France – Lufthansa – British Airways –

Qantas – Norwegian...

• Grupp 2: Ställ en fråga till flygbolagen på Facebook

• Grupp 3: skicka ett mejl/posta en fråga till

• http://mysasidea.flysas.net/?wt.ac=kontakt_form_idea

• https://www.britishairways.com/travel/custrelform/public/sv_se

• http://www.klm.com/travel/se_sv/index.htm

• http://www.qantas.com.au/travel/airlines/contacts/global/en

Under tiden berättar jag en liten historia

The overall theme is: CONNECTED salesforce architecture

Marketing App

Exchange Service Work.com Sales

Chatter

Force.com

Data.com

Multi-tenant Infrastructure

AppExchange Apps

ERP Any System Finance

Back-end Systems Any Social

Network

Salesforce

Platform

Chatter Communities

Heroku Touch

Data Model

Turn insights to actions and

connections to customers for life.

En dialog behöver en plattform – och ett sätt att tracka

data

#UnitedBrokeMyGuitar – the power of social

• What do YOU think? – complete this survey while I speak

• https://www.surveymonkey.com/s/VF2DSSS

Hello customer, where are

you?

Airlines – and their use of Twitter

Airlines – and their use of Twitter

Vem gör vad och gör de det bra?

Examples of good and bad experiences

Reached out in public and

with DM, supplied great

service

.

Poor turnaround time for

reply; did not resolve

situation in the end.

Examples of good and bad experiences

It was quick and they helped best as they

could. Not better, but a lot faster than

conventional channels. KLM even

contacted me proactively when I tweeted

about a delayed flight without mentioning

them.

They remained

anonymous and did not

have the authority to

resolve my compliant.

(They apologize endlessly

as if I really care!)

Examples of good and bad experiences

They were on it ... seconds after

my post I got a response no response

Social Listening: Listen At Social Scale

Listen to over 400 million

social sources

Get actionable insight in real

time

Uncover marketing, service

and sales opportunities.

1.2 billion

Social media users

around the globe.

CRM Integration: Align Sales, Service & Marketing

Build social customer profiles

Route social insight across your

company

Listen at social scale and speed

Recruiting

Sales

R&D

Marketing

Executives

Service

82% Adult Internet

users are reached

by social media.

SOCIAL CHANNEL

Community Manager

Community Manager

Community Manager

Service

Community Manager

Service Marketing

Community Manager

Sales Service

Marketing

Community Manager

Sales Service

Marketing

Community Manager

Sales Service

Marketing

Community Manager

Sales Service

Marketing

Identify fans automatically and

build social profiles

Add social contacts to existing

campaigns

Enable social focus groups,

measure audience reaction and

social metrics in real-time

Transform a passive audience

into a community of advocates

Social Hub and Marketing

Identify potential leads and

opportunities

Track sentiment and

influencers

Connect contacts with social

posts and content in real-time

Social Hub and Sales

Automate Case and

Contact Creation

Prepare Knowledge

for Common Questions

Respond via Service

Cloud directly on Twitter

and Facebook

Measure Social KPIs with

dashboards and reports in

Salesforce

Social Hub and Customer Service