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Conversation Overload:
9 Steps to Handle the Chatter Without
Major Splatter

Prepared for the Social Media for Customer
Service Summit 2011 #CMSCS
@beckyww




   AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
   Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
   distribution.
Conversation Overload:
 9 Steps to Handle the Chatter Without
Major Splatter

Becky Woodworth, AT&T Social Media Team
rw0048@att.com
www.facebook.com/becky.woodworth
http://thisreminds.me

                                                                                                          @beckyww
                                                                                                          Mom to 4, AT&T Lifer,
                                                                                                          Lots of Opinions & All of Them My Own




2   AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
    Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
    distribution.
Step #1 – Decide: Where, oh, Where Will You
Be? Where everyone else is…..




                                                                                                           Disapora

    Take a step back and ask yourself, “What are my customers
    ready for?” and then, “What are my objectives?” Once you
    know that, then you can start planning. Groundswell by Li &
    Bernoff



3    AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
     Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
     distribution.
Step #2 ….or in a place you create?




    Don’t be a leaf…..Be a tree! Charles Schultz


4     AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
      Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
      distribution.
Step #3 – Match Topics of Expected
Conversation with Corporate Owners

Post-Sale Care?
Sales and/or Couponing?
Policies?
Suggestions?
What to Ignore?
Decide – then - be prepared to talk about something
else!

Marketers tell us they define and manage their brand…
Bull…Your brand is whatever your customers say it is.
Groundswell, by Li & Bernoff


5   AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
    Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
    distribution.
Step #4 – Standardize Your Processes


Document the same way every time. Be creative in
thinking, but uniform in documenting.
Enter free-form information no more often than is
absolutely required.
All conversations recorded in one place, accessible by all
and frequently/randomly quality-checked.
Make all information searchable and sortable.




Left, right, left right, you had a good home and you left,
you’re right! Army Cadence



6   AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
    Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
    distribution.
Step #5 – Encourage Your Community
Members to Engage with Each Other

    Private Acknowledgment
    Public Acknowledgment
    Ranks
    Badging
    Privileges
    Rewards



    A community is a like a marriage; it requires constant
    adjustment to grow and become more rewarding. And if
    you’re not in it for the long haul, well, maybe you should
    think about the ugly endings you’ve seen to marriages that
    lacked the long-term effort. Groundswell, by Li & Bernoff

7     AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
      Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
      distribution.
Step #6 – Staff with Professionals Who
“Get It”

Facebook has more than 800M active users.                                                                               Source:
Facebook.com

Twitter has more than 56M accounts following eight or
more accounts. Source: SocialMediaToday.com
FourSquare has more than 7.5M registered users. Source:
SocialMediaToday.com
YouTube has “hundreds of millions” of users.                                                                              Source:
YouTube.com

Surely many users work for your company!




Toto, I’ve a feeling we’re not in Kansas anymore.
Dorothy in The Wizard of Oz

8   AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
    Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
    distribution.
Step #7 – Listen Inside & Outside Your
Corporate Walls

Build and maintain strong working relationships inside
your company. Be alert to conditions that may trigger a
surge – new product announcement, product recall,
leadership changes, scandal, earnings report, etc.
Build and maintain strong working relations outside your
company. Be alert to information being reported, and/or
suggestions/criticisms from external peers. Consider
using a professional listening tool.
Act on that information – staff appropriately –
communicate honestly.



    Danger, Will Robinson! Danger! Robot in Lost in Space


9     AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
      Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
      distribution.
Step #8 – Measure Twice, Cut Once


From Day #1 – Measure everything meaningful often and
accurately. You’ll need those numbers to explain staffing
needs, justify capital costs, predict surges, etc.
Mechanize data gathering as much as possible so you can
concentrate on meaningful interpretation.
Beware of puffy and pointless stats, like “page views”
inflated by spider crawls, and “fans” or “registered users”
who never interact.
Include a definition of terms in every communication.



First get your facts, then you can distort them at your leisure.
Mark Twain


 10   AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
      Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
      distribution.
Step #9 – “Do the Math” to Predict Surges
and Staffing Needs


“What Happened Before” x
% Change in Users x
Seasonality Factor x
Degree of Public Sentiment or Product Usage or ? /
Gained Efficiencies =
Effect of a Surge on Staffing Needs +
“One to Grow On”



Fasten your seatbelts. It’s going to be a bumpy night.
Margo Channing

11   AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
     Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
     distribution.
?

12   AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only.
     Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general
     distribution.

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AT&T

  • 1. Conversation Overload: 9 Steps to Handle the Chatter Without Major Splatter Prepared for the Social Media for Customer Service Summit 2011 #CMSCS @beckyww AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 2. Conversation Overload: 9 Steps to Handle the Chatter Without Major Splatter Becky Woodworth, AT&T Social Media Team rw0048@att.com www.facebook.com/becky.woodworth http://thisreminds.me @beckyww Mom to 4, AT&T Lifer, Lots of Opinions & All of Them My Own 2 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 3. Step #1 – Decide: Where, oh, Where Will You Be? Where everyone else is….. Disapora Take a step back and ask yourself, “What are my customers ready for?” and then, “What are my objectives?” Once you know that, then you can start planning. Groundswell by Li & Bernoff 3 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 4. Step #2 ….or in a place you create? Don’t be a leaf…..Be a tree! Charles Schultz 4 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 5. Step #3 – Match Topics of Expected Conversation with Corporate Owners Post-Sale Care? Sales and/or Couponing? Policies? Suggestions? What to Ignore? Decide – then - be prepared to talk about something else! Marketers tell us they define and manage their brand… Bull…Your brand is whatever your customers say it is. Groundswell, by Li & Bernoff 5 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 6. Step #4 – Standardize Your Processes Document the same way every time. Be creative in thinking, but uniform in documenting. Enter free-form information no more often than is absolutely required. All conversations recorded in one place, accessible by all and frequently/randomly quality-checked. Make all information searchable and sortable. Left, right, left right, you had a good home and you left, you’re right! Army Cadence 6 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 7. Step #5 – Encourage Your Community Members to Engage with Each Other Private Acknowledgment Public Acknowledgment Ranks Badging Privileges Rewards A community is a like a marriage; it requires constant adjustment to grow and become more rewarding. And if you’re not in it for the long haul, well, maybe you should think about the ugly endings you’ve seen to marriages that lacked the long-term effort. Groundswell, by Li & Bernoff 7 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 8. Step #6 – Staff with Professionals Who “Get It” Facebook has more than 800M active users. Source: Facebook.com Twitter has more than 56M accounts following eight or more accounts. Source: SocialMediaToday.com FourSquare has more than 7.5M registered users. Source: SocialMediaToday.com YouTube has “hundreds of millions” of users. Source: YouTube.com Surely many users work for your company! Toto, I’ve a feeling we’re not in Kansas anymore. Dorothy in The Wizard of Oz 8 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 9. Step #7 – Listen Inside & Outside Your Corporate Walls Build and maintain strong working relationships inside your company. Be alert to conditions that may trigger a surge – new product announcement, product recall, leadership changes, scandal, earnings report, etc. Build and maintain strong working relations outside your company. Be alert to information being reported, and/or suggestions/criticisms from external peers. Consider using a professional listening tool. Act on that information – staff appropriately – communicate honestly. Danger, Will Robinson! Danger! Robot in Lost in Space 9 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 10. Step #8 – Measure Twice, Cut Once From Day #1 – Measure everything meaningful often and accurately. You’ll need those numbers to explain staffing needs, justify capital costs, predict surges, etc. Mechanize data gathering as much as possible so you can concentrate on meaningful interpretation. Beware of puffy and pointless stats, like “page views” inflated by spider crawls, and “fans” or “registered users” who never interact. Include a definition of terms in every communication. First get your facts, then you can distort them at your leisure. Mark Twain 10 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 11. Step #9 – “Do the Math” to Predict Surges and Staffing Needs “What Happened Before” x % Change in Users x Seasonality Factor x Degree of Public Sentiment or Product Usage or ? / Gained Efficiencies = Effect of a Surge on Staffing Needs + “One to Grow On” Fasten your seatbelts. It’s going to be a bumpy night. Margo Channing 11 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
  • 12. ? 12 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.