Best Use of Social Media for Customer Service

Archived from the 5th Annual Shorty Awards

Winners

SquareTrade

Produced by: SquareTrade, Inc

SquareTrade is redefining the word "warranty". Before we came around in 1999, "warranty" was just another bad word, associated with flimsy excuses, misleading sales, and pressuring salesmen. Our big idea? Create protection plans that cover the breaks, spills and mishaps of everyday life, and treat our customers like we'd want to be treated. That meant a 5-day claim guarantee, real human beings answering calls, and keeping customers informed every step of the way. Today we have millions of happy customers, offices in San Francisco and London, and a reputation for world-class customer service. Social media plays a huge part in building and sustaining the customer love that differentiates our company. We use social media as a two way channel to listen to customers, respond and educate them about the devices that have become such a big part of their lives. Customer Love Look up SquareTrade online and you'll find unrivaled customer love. Thousands of SquareTrade customers have written stellar reviews on retailer sites, review sites, and various social media sites praising our service, ease of use and value. Over the last year, our Facebook Fan base has grown by 80% to over 195,000 fans at Facebook.com/SquareTrade, creating the largest fan base of any warranty company in the world. We've accomplished this by staying honest, real and transparent. We respond to all customer comments on Facebook and Twitter, good or bad. Issues behind complaints are quickly addressed in real-time by customer care agents. We also offer exclusive fan-only deals through limited time Facebook social offers, helping our Fans save on protection for their devices. The Drop Test As part of our education initiative, we developed the SquareTrade Drop Test. Over 22 million people have consulted our Drop Tests at youtube.com/electronicbreaks to compare the durability of the newest products. Responding to customer suggestions on YT and FB about how to make our “drops” as objective as possible, we designed and developed a mechanical Drop Bot machine built by a UC Berkeley PhD student. These videos illustrate the importance of having a protection plan on your most valued electronics by showing accidental damage as it happens in real time. Share the Secret app SquareTrade's custom Share the Secret Facebook app at squaretrade.com/share features over 300 glowing reviews detailing customer experiences and why others should go with SquareTrade. And the love goes both ways – agents handwrite exclusive SquareTrade thank you cards to customers after especially pleasant interactions. We constantly strive for new ways to use social media to better the experience for our customers, and our customers are responding. Break Beat We developed the company’s blog Break Beat as another communication platform with customers. We feature our latest infographics and studies about how everyday Americans damage their devices. But it's not all scary cracks and shattered screens! Our customer testimonial videos at youtube.com/squaretradeinc feature genuine experiences from real individuals sharing their positive experiences about what it’s like to do business with a company that is customer obsessed.

Finalists

The Revolution in the Dairy Aisle Goes Social

Produced by: Fleishman-Hillard

Creating a revolution in the dairy aisle and online, Chobani’s social media is as much about connecting with fans as it is about customer service. Making a point to respond to every customer inquiry, Chobani delivers the best online experience for consumers engaging far beyond their favorite flavors. With a social footprint that includes two Facebook pages and two blogs (Chobani and Chobani Champions), three Twitter handles (Chobani, Chobani Champions and Chobani SoHo), Pinterest, Instagram and Google+, you could say Chobani, the maker of America’s #1 selling yogurt, has a passion for social.For Chobani’s 51K followers on Twitter, 613K fans on Facebook, 42K followers on Pinterest, and 16K followers on Instagram, the team at Chobani strives to ensure the message and approach are aligned with Chobani’s nothing but good values and speak in an authentic, inviting, quirky, yet casual tone. Chobani fans are just like good friends, and it’s is reflected in the team’s voice and the importance placed on two-way communication with their communities. Chobani treats each engagement as a chance to build fan loyalty. With an open and welcome approach to social media, Chobani gained better understanding of what makes people tick and their passion points for interaction – favorite flavors, inspirations, new usage occasions, areas of improvement; the list is endless. Chobani works to take full advantage of this opportunity to learn more about their consumers and help make them feel nothing but good. In addition to developing unique content to distribute across all channels, Chobani’s social media team works around the clock to ensure fans are always feeling engaged. By believing that anyone communicating through social media platforms is an influencer, whether they have following of 2 or 20K, Chobani responds to EACH and EVERY tweet containing ‘Chobani’– good, bad, funny, personal. Chobani believes that a little personal acknowledgement goes a long way to creating “Chobani-acs,” one cup at a time. Typically, the brand sees 2K+ tweets a day and their Instagram audience is growing rapidly. In January 2012, Chobani gained more than 4K followers from consistent engagement and structured giveaways. Similarly, both the team and the content are expanding every day, from one person in 2011 to nine team members today, and it’s still growing. Content is produced through “Creation Hours” and Chobani Kitchen shoots where the Chobani team collaborates to produce and create content for recipes, and other community inspired creations. Tasting is believing and through social media Chobani is able to identify those who haven’t tried the product and provides the opportunity to put Chobani cups in their fridges. Through the diverse landscape of Chobani’s social media presence, they not only can cast a wide net in terms of number of consumers reached, but also diversify the experience based on community and Chobani brand, whether it’s a motivational quote on Facebook, an engaging dialogue with a fellow Tweeter or learning about what inspires followers through Pinterest.

GLOBE TELECOM: STRIKING MEANINGFUL CONVERSATIONS & BUILDING RELATIONSHIPS ON TWITTER

Produced by: Globe Telecom

Today’s consumers are savvy, connected and can easily influence brand and purchase decisions through their social networks. Coupled with the affordability of internet-capable devices and data service rates, mobile internet continues to grow rapidly in the Philippines. According to London-based consultancy firm Trendstream, Philippines has the largest number of people who engage in social media-related activities, relative to the total number of online users in the country (2011). It is no surprise that Globe Telecom’s customers today turn to Twitter to inquire, engage, or even rant about a negative service experience. With a growing customer base of 33.1M mobile and 1.7M broadband subscribers across 3 different brands, how does one keep up, sort and strike meaningful conversation? And, with such an impersonal and corporate branded social front, how does one build lasting relationships with customers online?Today, we receive more “thank you’s” than complaints. With 34k tweets received per month, and 40k responses, we have gained loyal followers and now rank 2nd most influential Twitter account in the country (SocialBaker). That’s because we make extra effort to find tweets, listen and assist. Our turn-around time target of 5 minutes, promises to soon be the world's fastest. In the last 4 months, we averaged 95,681,578 impressions with approx. 3:4 tweets ending as positive commendations. Our 3-pronged strategy: 1. The Big Idea:“Be where customers are” For the first time in this category, we allow customers to do anything they can do through our store/hotline over Twitter. Our social back office training and empowerment, enables us to do complex requests. We have also enabled Direct Message– which most businesses steer clear from because it can go on unmonitored. But, at Globe, we ticket every private conversation and track it until closure. Sweep all searchable spaces; leave no Tweets behind is the game plan, with dynamic keywords, algorithms and rules to zero-in on all conversations about our products. We have a keyword library which we update daily. Customers are delighted whenever we offer assistance before they even get the chance to tell us. 2. Technology Our social ecosystem: Many tools all working together seamlessly 2.1) Radian6 by SalesForce: Listen into all conversations, analyze issues and trends, detect signal coverage issues with geo-location and pass them all into our social conversation and ticketing system 2.2) Twitter GUI, Excel and an army of consultants: Find tweets that have fallen through the cracks and adjust keywords accordingly 2.3) Lithium Social Web: Queue, ticket, and pick up all tweets, group into conversations, assign to a workgroup, keep conversations history, switch seamlessly between public and private message, classify posts by priority, and run a post-transaction survey 3. People who make the difference-“18 hand-picked community specialists, providing 24/7 support”-Our hiring process was similar to “The Glee Project”. We helped each member find a niche personality and built on it further. Unlike other corporate brands, we encourage our team to let their personality shine. They can converse with one another and customers about interests that have nothing to do with our products/services. Today, our customers find the manner of engagement more sincere, our apologies and assistance are received with more heartfelt gratitude.

Current Entries

The Revolution in the Dairy Aisle Goes Social

Produced by: Fleishman-Hillard

Creating a revolution in the dairy aisle and online, Chobani’s social media is as much about connecting with fans as it is about customer service. Making a point to respond to every customer inquiry, Chobani delivers the best online experience for consumers engaging far beyond their favorite flavors. With a social footprint that includes two Facebook pages and two blogs (Chobani and Chobani Champions), three Twitter handles (Chobani, Chobani Champions and Chobani SoHo), Pinterest, Instagram and Google+, you could say Chobani, the maker of America’s #1 selling yogurt, has a passion for social.For Chobani’s 51K followers on Twitter, 613K fans on Facebook, 42K followers on Pinterest, and 16K followers on Instagram, the team at Chobani strives to ensure the message and approach are aligned with Chobani’s nothing but good values and speak in an authentic, inviting, quirky, yet casual tone. Chobani fans are just like good friends, and it’s is reflected in the team’s voice and the importance placed on two-way communication with their communities. Chobani treats each engagement as a chance to build fan loyalty. With an open and welcome approach to social media, Chobani gained better understanding of what makes people tick and their passion points for interaction – favorite flavors, inspirations, new usage occasions, areas of improvement; the list is endless. Chobani works to take full advantage of this opportunity to learn more about their consumers and help make them feel nothing but good. In addition to developing unique content to distribute across all channels, Chobani’s social media team works around the clock to ensure fans are always feeling engaged. By believing that anyone communicating through social media platforms is an influencer, whether they have following of 2 or 20K, Chobani responds to EACH and EVERY tweet containing ‘Chobani’– good, bad, funny, personal. Chobani believes that a little personal acknowledgement goes a long way to creating “Chobani-acs,” one cup at a time. Typically, the brand sees 2K+ tweets a day and their Instagram audience is growing rapidly. In January 2012, Chobani gained more than 4K followers from consistent engagement and structured giveaways. Similarly, both the team and the content are expanding every day, from one person in 2011 to nine team members today, and it’s still growing. Content is produced through “Creation Hours” and Chobani Kitchen shoots where the Chobani team collaborates to produce and create content for recipes, and other community inspired creations. Tasting is believing and through social media Chobani is able to identify those who haven’t tried the product and provides the opportunity to put Chobani cups in their fridges. Through the diverse landscape of Chobani’s social media presence, they not only can cast a wide net in terms of number of consumers reached, but also diversify the experience based on community and Chobani brand, whether it’s a motivational quote on Facebook, an engaging dialogue with a fellow Tweeter or learning about what inspires followers through Pinterest.

Social Media Customer Service

Produced by: Dialogue Marketing

At fresh&easy, we have made it our mission to proactively engage with our customers on a daily basis. We have seen the trend that analysts have been pointing toward, where customers move to ‘alternative’ methods of reaching their favorite brands. For this reason, it has become a strategic initiative of our company to innovate our communication and enter the next evolution of customer engagement by offering customers the ability to engage online with us through Facebook, Twitter, discussion forums, blogs, and an array of other social media channels. In 2 months since launching our official Listening Team presence with support from our partners at Dialogue Marketing, we have engaged over 1,300 customers in conversation and resolved over 300 concerns. fresh&easy’s Facebook and Twitter pages are not the only channels we monitor and engage on. Our goal is to ensure that our customers are truly WOWed with every interaction with the fresh&easy brand, whether that’s in store or online. Fresh&easy deserves to win the social media customer service category for simply one main reason: we focus on providing the ultimate customer experience online. Customer loyalty is a core value we live and breathe at fresh&easy. We’ve learned in order to build customer loyalty and earn trust we must proactively find customers who blogged or posted about their bad experience, apologize, display empathy and work to resolve the issue so it doesn’t happen again. It took a lot of strategizing to design the right way to execute our social media customer service initiative. Our team had to find the right monitoring tools; map out the right engagement process and workflow; install a quality assurance procedure; create and analyze reports to trend conversations; and finally, identify every opportunity to WOW customers. • Monitoring Tool To help uncover customers who mention “fresh&easy” online, our team uses the Visible Intelligence social media monitoring platform to proactively search over 250 million blogs, 6 million discussion forums, photo sharing, video sharing, wikis, Q&A, and review sites. • Reporting Using our social media monitoring platform, we have created a customized, real-time dashboard to monitor key performance indicators such as top influencers, top detractors, top site mentions, top keywords used in conversations, and sentiment broken down by channel. • Identifying Opportunities to WOW As our team is reading posts from Fresh&easy customers, we are constantly looking for opportunities to WOW the customers in ways they weren’t expecting. In one outreach effort, we’ve reached out to our Foursquare mayors and have rewarded them with gift cards as a thank you for being a loyal customer to fresh&easy. These WOW opportunities are WIN-WINs. They help us build customer loyalty, and customers appreciate the amazing experience they have with the fresh&easy brand. One prime example would be when a particular influential blogger used his blog to express his distaste for a particular promotion of ours. He wrote a lengthy blog post and we proactively reached out to him. We expressed our sympathy for the situation he had to endure and offered him some compensation without him asking. In return, he reached back out via his blog and Twitter to express how swiftly and quickly we handled the situation and we turned him into a positive brand advocate once again.

SquareTrade

Produced by: SquareTrade, Inc

SquareTrade is redefining the word "warranty". Before we came around in 1999, "warranty" was just another bad word, associated with flimsy excuses, misleading sales, and pressuring salesmen. Our big idea? Create protection plans that cover the breaks, spills and mishaps of everyday life, and treat our customers like we'd want to be treated. That meant a 5-day claim guarantee, real human beings answering calls, and keeping customers informed every step of the way. Today we have millions of happy customers, offices in San Francisco and London, and a reputation for world-class customer service. Social media plays a huge part in building and sustaining the customer love that differentiates our company. We use social media as a two way channel to listen to customers, respond and educate them about the devices that have become such a big part of their lives. Customer Love Look up SquareTrade online and you'll find unrivaled customer love. Thousands of SquareTrade customers have written stellar reviews on retailer sites, review sites, and various social media sites praising our service, ease of use and value. Over the last year, our Facebook Fan base has grown by 80% to over 195,000 fans at Facebook.com/SquareTrade, creating the largest fan base of any warranty company in the world. We've accomplished this by staying honest, real and transparent. We respond to all customer comments on Facebook and Twitter, good or bad. Issues behind complaints are quickly addressed in real-time by customer care agents. We also offer exclusive fan-only deals through limited time Facebook social offers, helping our Fans save on protection for their devices. The Drop Test As part of our education initiative, we developed the SquareTrade Drop Test. Over 22 million people have consulted our Drop Tests at youtube.com/electronicbreaks to compare the durability of the newest products. Responding to customer suggestions on YT and FB about how to make our “drops” as objective as possible, we designed and developed a mechanical Drop Bot machine built by a UC Berkeley PhD student. These videos illustrate the importance of having a protection plan on your most valued electronics by showing accidental damage as it happens in real time. Share the Secret app SquareTrade's custom Share the Secret Facebook app at squaretrade.com/share features over 300 glowing reviews detailing customer experiences and why others should go with SquareTrade. And the love goes both ways – agents handwrite exclusive SquareTrade thank you cards to customers after especially pleasant interactions. We constantly strive for new ways to use social media to better the experience for our customers, and our customers are responding. Break Beat We developed the company’s blog Break Beat as another communication platform with customers. We feature our latest infographics and studies about how everyday Americans damage their devices. But it's not all scary cracks and shattered screens! Our customer testimonial videos at youtube.com/squaretradeinc feature genuine experiences from real individuals sharing their positive experiences about what it’s like to do business with a company that is customer obsessed.

OnStar

Produced by: Campbell Ewald

When you’ve got 6.4 million people depending on you every time they get in their vehicle, you need a dedicated social team for support online. OnStar’s Facebook page is more than just another social platform to be present on. Each day OnStar is there to answer questions, provide helpful tips, encourage service usage, and if needed, escalate issues. By implementing a LEARN philosophy (Listen, Engage, Activate, Respond, Nurture) for relationship building, OnStar: • LISTENs to consumer inputs • ENGAGEs to help answer questions • With the help of band advocates, ACTIVATEs community help with questions • RESPONDs and resolves issues • NURTUREs negative experiences into positive ones But OnStar wants to help their subscribers even more. To achieve this and to be more readily available to help fans and subscribers: • OnStar took steps to create a dedicated issue resolution team online. • This team has been able to decrease response time and better serve subscribers with their concerns or questions. • Issues that may have previously taken a few hours and several email chains to solve now take less than an hour. These Community Managers work around the clock and can help resolve the same issues and answer the same questions that their counterparts through a blue button push can. This hasn’t gone unnoticed by OnStar’s fans either. In 2012, each month consistently, “I Love OnStar” and “Thank You” fell into the top 5 topics mentioned by fans. “I Love OnStar” was 29% and “Thank You” was 18% of OnStar’s total positive interactions on Facebook. One important part of OnStar’s social media strategy is creating “connections” and relationships with their fans. Even dissatisfied customers, like Travis, have become passionate supporters of the brand. Back in 2009, Travis was angry. He turned to Facebook to vent. In minutes, he received a response with a willingness to help from a moderator who used their real name to ensure his trust. Travis is now one of OnStar’s most influential fans, and is quick to point out that “An OnStar moderator will help you” often faster than they can respond themselves. One of OnStar’s main goals in the social space has been to create a community where questions are encouraged, negative experiences are accepted, and fan loyalty is cultivated. It all comes down to engagement with each fan, no matter what their posts may be about. OnStar helps over 6.4 million people every day on a personal, 1-on-1 bases, and they strive to maintain that philosophy in the social space.

Reaching Customers Everywhere: How BlackBerry Revolutionized the Way They Do Global Social Support

How do you ensure evolution and delivery of world class customer care to a global network of more than 27 million followers across multiple platforms? In 2012, BlackBerry® exceeded the challenge of a rising volume of customer service inquiries with increased speed and responsiveness. We rewrote the BlackBerry social customer service playbook to move towards a more efficient model, while ensuring that dramatic changes behind the scenes didn’t negatively impact the service experience for millions of customers. The result? More inquiries answered faster than ever, and many more satisfied BlackBerry customers.BlackBerry’s social support team faced a monumental challenge this year: by fall 2012, our global audience had grown to more than 27 million followers worldwide across more than 80 social media customer touch points. The team faced two challenges: increasing volume of support inquiries on marketing channels globally, as well as higher volume on its own support channels. Between fall 2011 and fall 2012, @BlackBerryHelp’s follower count doubled to one million followers; at the same time the number of inquiries on the BlackBerry Community Support Forums increased by 23%. With the recent launch of BlackBerry® 10, our team had to become faster, more integrated, more consistent, and more global. We achieved this in five ways: 1. BlackBerry social support expanded operating hours on Twitter® to cover 20 hours a day, 6 days a week 2. The team improved the rate of internal communication through automated workflows and notifications so that news could be shared with customers even faster 3. BlackBerry upgraded its service toolkit, launching a support Social Media Management System for coordinated, multi-channel management of social in 40 countries 4. The team expanded the Quality Assurance program so customers can be assured of the best answer for their inquiry 5. The Inside BlackBerry Help Blog produced content faster, publishing 35% more new posts in 2012 than in 2011 – all chock full of solutions for customers’ most common questions Together, these behind-the-scenes improvements led to tangible results for BlackBerry's social customers in 2012: 1. Support teams were active on more than 60 social marketing channels and over 35 countries globally 2. More questions were answered on the international BlackBerry Community Support Forums than ever: 108% more in Spanish and 63% more in Indonesian 3. They were also answered faster: response times improved by between 2% and 29% in 2012 on the various boards in the support forums 4. Twitter users were more satisfied, ranking @BlackBerryHelp more than 300% higher by Net Promoter Score, an industry-standard measure of satisfaction, compared to the beginning of the year; they also left 35% fewer complaints about slow response times 5. @BlackBerryHelp reported 27% more successful resolutions than in 2011 6. We saw an 86% increase in Help Blog page views compared to 2011 The bottom line: as the BlackBerry social customer base grows, so does our team’s commitment to fast, integrated, consistent and global service.

GLOBE TELECOM: STRIKING MEANINGFUL CONVERSATIONS & BUILDING RELATIONSHIPS ON TWITTER

Produced by: Globe Telecom

Today’s consumers are savvy, connected and can easily influence brand and purchase decisions through their social networks. Coupled with the affordability of internet-capable devices and data service rates, mobile internet continues to grow rapidly in the Philippines. According to London-based consultancy firm Trendstream, Philippines has the largest number of people who engage in social media-related activities, relative to the total number of online users in the country (2011). It is no surprise that Globe Telecom’s customers today turn to Twitter to inquire, engage, or even rant about a negative service experience. With a growing customer base of 33.1M mobile and 1.7M broadband subscribers across 3 different brands, how does one keep up, sort and strike meaningful conversation? And, with such an impersonal and corporate branded social front, how does one build lasting relationships with customers online?Today, we receive more “thank you’s” than complaints. With 34k tweets received per month, and 40k responses, we have gained loyal followers and now rank 2nd most influential Twitter account in the country (SocialBaker). That’s because we make extra effort to find tweets, listen and assist. Our turn-around time target of 5 minutes, promises to soon be the world's fastest. In the last 4 months, we averaged 95,681,578 impressions with approx. 3:4 tweets ending as positive commendations. Our 3-pronged strategy: 1. The Big Idea:“Be where customers are” For the first time in this category, we allow customers to do anything they can do through our store/hotline over Twitter. Our social back office training and empowerment, enables us to do complex requests. We have also enabled Direct Message– which most businesses steer clear from because it can go on unmonitored. But, at Globe, we ticket every private conversation and track it until closure. Sweep all searchable spaces; leave no Tweets behind is the game plan, with dynamic keywords, algorithms and rules to zero-in on all conversations about our products. We have a keyword library which we update daily. Customers are delighted whenever we offer assistance before they even get the chance to tell us. 2. Technology Our social ecosystem: Many tools all working together seamlessly 2.1) Radian6 by SalesForce: Listen into all conversations, analyze issues and trends, detect signal coverage issues with geo-location and pass them all into our social conversation and ticketing system 2.2) Twitter GUI, Excel and an army of consultants: Find tweets that have fallen through the cracks and adjust keywords accordingly 2.3) Lithium Social Web: Queue, ticket, and pick up all tweets, group into conversations, assign to a workgroup, keep conversations history, switch seamlessly between public and private message, classify posts by priority, and run a post-transaction survey 3. People who make the difference-“18 hand-picked community specialists, providing 24/7 support”-Our hiring process was similar to “The Glee Project”. We helped each member find a niche personality and built on it further. Unlike other corporate brands, we encourage our team to let their personality shine. They can converse with one another and customers about interests that have nothing to do with our products/services. Today, our customers find the manner of engagement more sincere, our apologies and assistance are received with more heartfelt gratitude.