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San Francisco 2017

Building a social media care program that drives brand advocacy and revenue

Today’s consumer has digital connectivity at their fingertips 24/7, and they are flocking to social networks for customer care. Twitter alone recently reported a 250% increase in customer service-related content over the past two years, and 60% of these consumers expect a response within an hour or less. However, many if not most of these messages continue to be ignored.

What’s the problem? Social media ownership was first tucked under Marketing, with a focus on branding and campaigns, but customer care queries through social networks continue to surge. Most Marketing teams are not trained to deal with customer service and do not prioritize these mentions. This disconnect is growing, and the failure to integrate and include customer service in overall social strategy is having a negative impact on company bottom line.

Join this session and learn why it’s imperative for Customer Service and Marketing to collaborate on social media efforts to provide the best customer experience.

Key takeaways:

  • How providing strong social care drives brand advocacy and overall revenue
  • Tactical considerations for developing a mutually beneficial social media program, including:
  1. Social presence
  2. Technology platforms for support
  3. Prioritization of volume, covering both direct and indirect mentions
  4. Hours and days of social support
  5. Program optimization through reporting, data analysis, and actionable insights

Sarah Grace McCandless
Sykes Enterprises, Incorporated

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