Social Customer Care – Where Do We Go From Here?


Next week, I have the opportunity to chair a Social Customer Service Summit. Speakers will include one of the founding fathers of social care, Frank Eliason, as well as the always inspirational team from Zappos. In preparation for what is bound to be a lively discussion, our Ogilvy team has landed on a question that will certainly spark reflection by many of the participants—- “You’ve built a successful social care team, but what happens now?”

First, some background on how we arrived here.

In March of 1876, Alexander Graham Bell exclaimed in excitement, “Watson, come here! I want to see you!” And so, the world’s first practical telephone was invented. With the first ring, this brought a promise of a new means of communication, and an ability to collapse distance.  Now, flash forward to the present and think about the phrase “call center,” and make a quick word association. Does it trigger thoughts of “back office” or “cost-center?” I thought so…

As someone who has actually worn a call-center headset, I often wonder if the same fate will ultimately befall social. Will it become just another channel? Will customers dread interacting with a brand on Facebook as much as they do dealing with an automated phone system? I would suggest that the answer to that question is quite simple — “It’s up to us.”

Our approach to customer service is at a crossroads. Do we invest in true contact centers because we want to provide a better customer experience, or do we simply ramp up a new care team to quell social media fires? If you’ve already created a small squad of Ninja-Guru-Yoda-Crackerjack-Rockstar-Masters who have been trained on how to listen and respond in social media, then give yourself a pat on the back. In the words of one of theiridols, you’ve taken the first step into a much larger world. However, it’s now time to think about social care as part of a greater whole.

Here, the operative phrase is “Socialize the Enterprise”, coined by Social@Ogilvy’s, John Bell. It’s a powerful idea with major implications on aspects of business that might currently be untouched by social, specifically call-center operations and traditional care teams. While we’re certainly not advocating letting all your traditional frontline agents loose on Twitter without proper training, we are in favor of helping clients embrace social principles internally, wisely. For example, we think measuring the sentiment of your internal audience, namely call-center agents, about what’s working and what’s not in their daily interactions with customers is crucial to becoming more social, quickly and effectively.

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How Quickly Do You Respond to Customer Service Requests on Social Media?

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Social media sites are becoming virtual customer service centers, according to the NM Incite Social Care Survey. Currently, 47 percent of people who use social media sites are actively seeking customer service and 30 percent prefer to reach out to brands on social channels than pick up the phone and call. But customer service reps can breathe easy knowing this: 83 percent of Twitter users and 71 percent of Facebook users only expect brands to respond to them within one day of their post. That’s one day, not one hour or five minutes.

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One Day On Earth To Film Life In Every Country Again On 12/12/12

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one day on earth

One Day on Earth, the amazing collaborative film project that documented life on earth in every country on 10/10/10 and 11/11/11 is at it again this year. On 12/12/12 they will be launching their largest filming event to date, telling the world’s story in a day once again, and you can be a part of it.

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Social Media Newsfeed: Facebook Gain | Zynga Bounce | News.me Apps

Facebook Shares Nab Biggest Gain Since IPO on Earnings, Analyst Upgrades (The Wall Street Journal)
Facebook on Wednesday posted its biggest daily stock gain since its initial public offering in May, a day after reporting strong revenue and progress on making money from mobile ads. The social network’s shares rose 19 percent to $23.23 on the Nasdaq Stock Market, its highest closing price in five weeks. Inside Facebook Facebook spent $87 million so far this year on business acquisitions not including its Instagram purchase, the company revealed in a filing with the Securities and Exchange Commission on Wednesday. The social network spent $521 million on Instagram — $300 million of which was in cash, the rest in vested shares of Class B common stock. The New York Times/Bits BlogFacebook still trails Google in online advertising, both on desktop and mobile. Analysts say that like Google, Facebook will most likely have to roll out an ad network that allows marketers to reach Facebook users wherever they are — whether they are browsing the Web or downloading a mobile application. Mashable We’re closer to seeing a widespread updated version of Facebook Messages. On Wednesday, Facebook user Interactive Swim posted a picture of the welcome note for the updated Messages which recently hit its page, indicating that the feature may be starting to roll out to additional users. Reuters U.S. Secretary of State Hillary Clinton said on Wednesday a Facebook post in which an Islamic militant group claimed credit for a recent attack on the U.S. mission in Benghazi, Libya, did not constitute hard evidence of who was responsible. Read more

Pediatric social worker discusses the emotional side of heart transplants


Speaking of heart transplants, Mary Burge, a pediatric heart transplant social worker at Lucile Packard Children’s Hospital, was on Talk of the Nation yesterday. In case you missed the segment, Burge discussed her work helping parents process the news that their child will need a new heart and providing support for families before and after the procedure.

She also commented on how getting a new heart can be a particularly emotional experience – more so than other types of transplant procedures -because of how the organ is viewed culturally: Leer más “Pediatric social worker discusses the emotional side of heart transplants”

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