Symantec: Helping customers in social: Social customer care and momentum marketing — Live from Member Meeting 34

Coverage of this session by Kristen Platt of Connect with her on LinkedIn here.

3:50 —'s Kurt Vanderah introduces Symantec's Senior Manager of Social Insights, Erling Amundson.

3:51 — Erling: Recently, we did some improv training with Second City, and I've got a few lessons to share with you.

3:53 — First, you need to be listening and reacting quickly. Be in the moment. Always try and use “Yes, and…” instead of “No!” or “But” because that ends the scene. We also play the “status game” in improv where you always try and be the least important person — this causes you to become helpful to others.

3:54 — Erling: Here's how those improv lessons play out for our social campaigns.

3:55 — Erling shares a quote from Jay Baer: “If your company and its marketing are truly inherently useful, your customers and prospective customers will keep you close…”

3:56 — Erling: Relevancy happens when brand goals and customers interests meet to create shareable, engaging ideas and values. We learned to identify this relevancy with social listening data.

3:57 — Our team put out #30SecTech Videos. It turns out, helpful content helps drive positive sentiment. We found this is true when we're helpful on social media, too.

Here's how we organize our customer care program. Data is only the start. We have all this great data, but we weren't sure what to do with it. We came up with a system to classify that data:

Types of actionable mentions:

  1. Case: Request for help resolving real-time issue
  2. Query: Question that doesn't require support resource
  3. Rant: Insult that merits brand management consideration
  4. Rave: Praise from Symantec brand advocate
  5. Lead: Pronouncement of near-term purchase decision
  6. RFE: Request to enhance a product with a new feature of Symantec products

3:58 — Erling: We started manually classifying these every month. Then we figured out a better way to automate this process. We built up these content library terms:

  • Query: Advice; anyone knows
  • Case: Doesn't work; troubleshoot
  • Rant: Angry; annoyed
  • Rave: Thanks

3:59 — Then, we prioritized rules in the social hub. Automation priority rules:

  • spam
  • fraud
  • news
  • support mentions
  • engageable raves

3:59 — Next, we classified and routed these terms. This allowed us to:

  • Enable people to respond to questions and issues
  • Engage with customers and help them

4:01 — Erling: We started seeing some patterns when we tracked the data we were collecting. We created sentiment maps and tracked social conversation drivers. We came up with a phrase called “momentum marketing.”

4:01 — Erling shares a quote from David Meerman Scott: “The idea of newsjacking is quite simple: It is the art and science of injecting your ideas into breaking news, in real-time, in order to generate social attention and media coverage for yourself or your business.”

4:03 — Erling: For our annual campaign planning, we looked at content, listening, and trends. We found that customer-­centric content delights and adds value at every stage of the purchasing journey and key moments of truth.

4:04 — Fast Cycles Supporting Overall Goals:

  • Brand voice. Core themes & messages
  • Events: CES, customer conference
  • Product launch plan

4:05 — Erling: Our global listening strategy utilizes daily check-ins and listening and analytics reports, and that allows us to hear stories in advance across the world.

4:06 — As a result, we can be helpful in social when we hear stories of people being hacked, because Symantec happens to be an expert at helping prevent these hacks.

4:07 — Erling shares their benchmarks:

  • Social Support: 85% engagement per response
  • Marketing campaigns: Engagement rate per post: 1.15%
  • Marketing opportunity: Engagement rate per post: 2.86%

4:08 — Erling shares some tips: First, listen to create:

  1. Use insights in a fast loop with marketing
  2. Let insights drive the decision-making and creative process
  3. The faster the loop, the faster you can deliver a relevant message

4:09 — Second, provide clear brand guidelines:

  1. Have clear but flexible brand guidelines
  2. Enable teams to create content in real-time that fits with the brand strategy

4:10 — Third, create your own momentum:

  1. Learn what topics are most relevant for your customers
  2. Find new ways to create content that sparks a moment for your brand
  3. Build on your success with ‘Yes, and…' thinking

Q & A:

Q: Can you talk more about when you're getting others to share content, is that internal and external?

A: Erling: I put together a report internally across the entire company, and then I walk them through everything that's going on. I also put out a daily internal report for employees to share that's topical to the day.

Q: Listen to create: Are you listening to find advocates or new customers, or listening to create new content?

A: Erling: Yes to both. Our momentum marketing and social customer care programs are listening wherever our customers are talking about us online to try and help them — even when they are not directly reaching out to us.

Q: Is there always a new question and a new answer to provide?

A: Erling: We don't use stock answers, we always try to come up with individual answers to communicate like humans and not just a brand.

Q: We have product and subject matter experts, but they're not necessarily social media folks. How do you bridge that gap?

A: Erling: Our content strategists on our team help turn those technical answers around into something social media-friendly.