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FairPoint Communications | Confidential FairPoint Social Media Monitoring and Engagement Playbook Created by: Dani Burns 2011 - 2012.

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Presentation on theme: "FairPoint Communications | Confidential FairPoint Social Media Monitoring and Engagement Playbook Created by: Dani Burns 2011 - 2012."— Presentation transcript:

1 FairPoint Communications | Confidential FairPoint Social Media Monitoring and Engagement Playbook Created by: Dani Burns 2011 - 2012

2 FairPoint Communications | Confidential Agenda ●Overview ●Social media properties ●Issue categories ●How to respond ●What to respond to ●What not to respond to ●Examples of 140 character response ●Escalations

3 FairPoint Communications | Confidential Overview Strategies ●Alert support staff of issues as they occur, with sufficient detail to quickly identify how to respond ●Understand the amount and nature of conversation surrounding ‘FairPoint’ online ●Boost customer loyalty and retention through personalized interaction. ●Activate word of mouth marketing by cultivating relationships with brand loyalists. FairPoint Objectives: Proactively provide support for customer issues, answer questions and direct resolution to support centers. Benefits ●Humanize the brand ●Personalize the customer support experience on the web ●Reach customers before they change providers ●Lower cost per communication

4 FairPoint Communications | Confidential Social Media Properties ●Facebook: ●FairPoint http://www.facebook.com/myfairpointhttp://www.facebook.com/myfairpoint ●LoveYourBundle http://www.facebook.com/loveyourbundlehttp://www.facebook.com/loveyourbundle ●Twitter ●@MyFairPoint http://www.twitter.com/myfairpointhttp://www.twitter.com/myfairpoint ●@BundleTweet http://www.twitter.com/bundletweethttp://www.twitter.com/bundletweet ●@FairPoint http://www.twitter.com/fairpointhttp://www.twitter.com/fairpoint ●@FairPointBiz http://www.twitter.com/fairpointbizhttp://www.twitter.com/fairpointbiz ●Email ●wecanhelp@fairpoint.comwecanhelp@fairpoint.com

5 FairPoint Communications | Confidential Key Contacts ●Meghan Woodlief - mwoodlief@fairpoint.commwoodlief@fairpoint.com ●704.817.1271 direct| 704.607.0574 cell ●Sr. Director Integrated Marketing Communications ●Sabina Haskell – shaskell@fairpoint.comshaskell@fairpoint.com ●802.658.7351 office| 802.735.4834 cell|802-864-1531 fax ●Director of Regional Public Relations ●Kelly Leblanc – kelly.leblanc@fairpoint.comkelly.leblanc@fairpoint.com ●802.658.7120 office | 802.310.2318 cell ●Consumer Sales Manager (Residential) ●Carol DiPietro – carol.dipietro@fairpoint.comcarol.dipietro@fairpoint.com ●207.797.1376 office | 207.272.2593 mobile ●Manager, Customer Service (Business)

6 FairPoint Communications | Confidential Process ●Monitor social media mentions ●Respond to customer questions or issues. Route all negative conversations to a ‘back’ channel (email, direct message) ●Request customer name and phone number on account, and issue details. ●For residential customers: forward customer email + additional online conversation details (customer comments, network size, etc.) to Kelly Le Blanc, cc: Sabina Haskell. ●For business customers: forward customer email + additional online conversation details (customer comments, network size, etc.) to Carol DiPietro, cc: Sabina Haskell. ●Request to be cc:ed on continued email correspondence. ●Respond to customer once issue has been resolved to let them know that you’re aware the issue has been closed and please reach out if they need additional help.

7 FairPoint Communications | Confidential Issue Categories 29-June-11 Confidential — for internal use only 7 ●Prospect Conversations (Product or service mentions or information requests) ●Customer Complaints ●Internet Outage ●Phone Outage ●Billing Error ●Online Bill Pay Issues ●Internet Speeds ●Customer Service ●Broadband Availability Query ●Customer Compliment ●Miscellaneous

8 FairPoint Communications | Confidential How to Respond: ●Review post and ensure that you are the right person to be handling it. (if not, re-assign to appropriate person) ●If responding publicly, follow the guidelines laid out in later sections of this playbook. ●Make sure to follow up on any posts assigned to yourself that have not closed ●Maintain an authentic, positive tone. Always try to be helpful and demonstrate empathy for the customer first.

9 FairPoint Communications | Confidential What to Respond to: ●Mentions of FairPoint as part of presentations or events ●Compliments of FairPoint products, services, or people ●Recommendations or referrals to FairPoint products and/or services ●Customer Service/Support issues or inquires ●Sales leads of product inquires ●Feature requests

10 FairPoint Communications | Confidential What Not to Respond to: ●Generic mentions among a sea of competitors, without commentary that’s positive or negative ●Sarcastic, snarky or potentially inflammatory comments ●Retweets of blog posts or news announcements, unless in low enough volume to respond individually ●Tweets from webinars or other online events ●Discussions/conversations between individuals that mention FairPoint in passing in which our involvement could be perceived as intrusive ● Posts in a language that you don’t have the appropriate ●understanding or resources to respond to ● Posts/forum threads that require membership to respond to, ●unless it’s a customer service issue, negative post or ●misinformation you need to correc

11 FairPoint Communications | Confidential What Not to Say: ●Unwarranted public apologies ●Any details about future product enhancements ●Any announcement regarding technical difficulties or service interruptions ●Profanity or inappropriate subject matter ●Reference to partners, customers, etc. that are not publicly known

12 FairPoint Communications | Confidential Example Twitter Response ●Thanks for the mention! ●Glad we could help. ●Please feel free to pass along any feedback you have. ●I’d like to help put you in touch with my team. Could you DM your contact details?

13 FairPoint Communications | Confidential Example Facebook Response ●Hi, thanks for reaching out. I am sorry to hear that you’re frustrated and I’d like to help. Please email me your name on account, phone number and issue details to wecanhelp@fairpoint.com so that I can have my team reach out. Thanks! wecanhelp@fairpoint.com ●Thanks for the feedback. I’ll follow up on this question and get back to you as soon as possible with more info!

14 FairPoint Communications | Confidential Escalation ●Issues that appear sensitive in nature regarding FairPoint financials, PUC complaints or any engagement with a known community leaders or government representatives should be escalated to the attention of Sabina Haskell. ●Sabina will then engage DeeDee Landry and the Escalations Team as she sees appropriate. If you’re uncertain, always feel free to ask whether or not a particular issue might be escalation-worthy.

15 FairPoint Communications | Confidential Thank you!


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