Social Support with Online Communities
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What a Social Support Solution Can Do For Your Brand
July 21, 2011
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Today’s Speakers
Joe CothrelChief Community OfficerLithium @cothrel
Michelle Kostya Social Support Program ManagerResearch in Motion@michellekostya
#lithcast
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What is Social Support?
Social support is the use of social channels—forums, blogs, social networks, and other social media—to supplement or replace traditional customer service and support channels.
#lithcast
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Web Site
Ratings & Reviews
Forums
Blogs
Ideation
KnowledgeBase
Q&A
Forums
Blogs
and more
and more
The Social Support Ecosystem
95% peer/ 5%
direct
5% peer/ 95%
direct
50% peer/ 50%
direct
#lithcast
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Why Social Support?
• Because customers demand it.• Because it saves money.• Because it increases customer satisfaction
and loyalty.• Because we gain insight.• Because it builds a positive brand image.
#lithcast
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BlackBerry Connecting with Customers Online For
Support
#lithcast
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#lithcast
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First, a short history
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The Old WayMarketing and Customer Service existed as silos
#lithcast
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The Old WayCustomer Service 1.0
#lithcast
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The Old WayMarketing 1.0
#lithcast
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But, today we have
#lithcast
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Today users rely on social media for research on brand support …
Source: Society for New Communications
91%Users say they use some sort
of social media at least sometimes to research
customer service experiences
85%Ranking of how valuable blogs and
discussion forums are as sources of information on a brand’s customer
care experiences
63%Ranking of how valuable social media sites are as sources of information on a brand’s customer care experiences
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47%Share positive brand
experiences online
40%Have criticized a brand on a blog or social network
86%Of Millennials will share their brand preference online
Source: StrategyOne/Edelman Survey
…And share experiences
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“Customer service should not be viewed as a cost but as a powerful marketing tool”
Source: Zappos
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Customers don’t care what department you are from
Social media diminishes our differences
#lithcast
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While all this is happening…
#lithcast
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Our customers were changing
#lithcast
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96% of Millennials have joined a social
network.*
*Source: Customer Experience for the Millennial Generation
<1%
25%
of Millennials call customer service when seeking support on a product issue.**
of respondents who complain via Facebook or Twitter expect a reply within 60 minutes.***
**Source: StrategyOne/Edelman Survey***Source: Lightspeed Research
They were reaching out in different ways
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These customers were talking about BlackBerry
On Facebook
On Twitter
On Forums
#lithcast
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So what did we do?
#lithcast
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Social media can be scary
#lithcast
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We took baby steps
#lithcast
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We identified our objectives
• Empower our BlackBerry brand evangelists to support each other
• Provide users with self-service options• Learn from customers by gathering and listening
to feedback in online communities• Help consumers learn to use their BlackBerry
and become better users
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BlackBerry Support Community
#lithcast
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• People who love your brand• Your everyday fans and customers• They are vocal, passionate and always give
your brand praise• They interact with your content (share,
comment, like, etc.)• They willingly share reviews and content
with their social circle• They have emotional equity in your brand
We identified our advocates
#lithcast
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Then we ran a pilot
CommunityCommunity Twitter Twitter
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• Staffing• Social media guidelines• Processes• Communication
First Steps
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• Customer service team has “connectors” for full-time, comprehensive monitoring and engagement
• Online monitoring and engagement comprise 100% of job duties of connectors
• Community Managers engage daily with members
“This is not about marketing. This is about relationships”
We hired dedicated staff
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We set the stage
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And, worked with our partners
#lithcast
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Always measuring our success
• Net Promoter Score• Engagement – Retweets and @replies• Real-time insight leading to action• Positive tweets & thanks
@BlackBerryHelp You guys are the most useful follow on
Twitter! Thanks, luv u more than my wife...
Really @
@BlackBerryHelp You guys are the most useful follow on
Twitter! Thanks, luv u more than my wife...
Really @#lithcast
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Why Net Promoter Score?
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• Expanded reach onsocial networks
• Refined process and guidelines• Developed shareable
content: blogs, videos
After the pilot
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We learned a lot along the way
#lithcast
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Be wherever they are.
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Building a community is a conversation
#lithcast
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Find ways to delight your fans
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• Pilot first • Create guidelines• Build process as you go but recognize
opportunities for preparedness• Build partnerships and promote internally
& externally• Be prepared to be wildly successful !• Don’t lose sight of what you are there to
do!
In addition…
#lithcast
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Good customer service means:
• Customers are more willing to choose your brand over lower prices
• They are more likely to make another purchase
• They will advocate on your behalf
Why does this matter?
#lithcast
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And the results?
#lithcast
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460,000+followers on
@BlackBerryHelp
3 Community
Managers
18full-time
dedicated employees
340,000+Support
community members
145,000+followers on
@AyudaBlackBerry
2Industry awards
Shorty and Lithy
By the numbers
3800+followers on
@BlackBerryBantu
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Get Help….
@BlackBerryHelp
Supportforums.BlackBerry.com
Helpblog.BlackBerry.com
#lithcast
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About Lithium
#lithcast
The Lithium Social Customer Suite helps great companies turn social customer passion into marketing, product development, and customer service assets.
The Lithium Social Customer Suite offers complete social monitoring, a comprehensive community platform, and actionable analytics across millions of blogs, forums, and social networking sites.
For market leaders such as Best Buy, AT&T, Research In Motion Limited (RIM), Univision, and PayPal, Lithium is the leading provider of social customer solutions that deliver real business results.
www.lithium.com.
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About Lithium
www.lithium.com.
DeepEngagement
Great experiences for your most passionate contributors
—your superfans.
Social Science
Rich data for analysis, benchmarking, and
optimizing your social investments.
Driving real business outcomes.
Social Success
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About Lithium
www.lithium.com.
Lithium is Number 1 in:• Current offering• Features• Strategy• Clients
November 2010 “The Forrester Wave™: Community Platforms, Q4 2010”
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Resources
www.lithium.com.
November 2010 “The Forrester Wave™: Community Platforms, Q4 2010”
• Lithium at a Glance• Community Platform• Social Media Monitoring• Customer Intelligence Center• LevelUp for Facebook