Jas Dhaliwal: AVG and communities
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1. Prepare your organization internally: Pick the right model to integrate social media into your customer service function

2. http://www.flickr.com/photos/scottmacbride/5687660589/ Gain Social Media And Lose The On Hold Music We Protect UsTM

3. Jas Dhaliwal Head of Social Media Communities AVG Technologies @Jas on Twitter Blogs at http://www.thewebpitch.com

4. AVG Technologies - AVG.com • AVG is Czech based security company providing PC Anti Virus and Tune Up Products • Our key markets include the US, UK and the Czech Republic • We are VERY proud of our Czech heritage!

5. The Problem! “Conventional marketing wisdom long held that a dissatisfied customer tells ten people. But…in the new age of social media, he or she has the tools to tell ten million!” Paul Gillin, author of The New Influencers

6. Today’s Reality • 17% of Americans have used social media at least once in the past year to obtain a customer service • 65% of consumers who complain on social media prefer it to call centers • 68% of those who have used social media to engage with brands believe it gives them a greater voice • 40% of all consumers believe that social has improved customer service for good Source: American Express – Open Forum

7. Social Savvy Consumers Have High Expectations • More than 8 in 10 of consumers have bailed on a purchase because of poor service • Research suggests that Americans spend 21% more with companies who deliver great service Source: American Express® Global Customer Service Barometer We Protect UsTM

8. http://www.flickr.com/photos/niallkennedy/4333290782/ Twitter has become the new call center and this impacts how firms and staff respond to customer feedback We Protect UsTM

9. •The customer service department? •Your call centre? •Your marketing team? •Or a separate social media department? http://www.flickr.com/photos/frqc/4759643/ Who Should Handle Customer Service Over Social Media?

10. Escape the silo How can you overcome organization challenges when trying to apply social? We Protect UsTM

12. Get your social strategy off the ground

14. Team Motivate and enable your team to go above and beyond the extra mile for your customers

15. Relationships Great service comes down to forming relationships. Use it as an opportunity to deepen your connection with customers

16. Feedback Listen to your customers and use their feedback to improve your product and services We Protect UsTM

17. Listen Customers don’t except every problem to be solved instantly. They just want to be kept updated http://www.flickr.com/photos/miaelliottphotos/5689800291/ We Protect UsTM

18. Opportunity Every customer interaction is an opportunity to drive lifetime customer loyalty and engagement

19. AVG’s Super Fans Empower Community

21. Alignment Symptom Influence Diagnosis Triage Resolution Customer Identifies self as Can Quickly Respond Keep a log Complaining customer with influence respond, and on clients’ issue their ask “May we behalf or immediate help?” or quickly circle “I’m inform listening” them Blogger Likely not a Their readers First, identify Find the Pull closer for customer – but – and greater their history, right level briefings feel self entitled community what’s their within a MO? company to respond Troll Anonymous Immediate Ignore or Perhaps Monitor name calling circle – and remove “cone of other silence” distractors

22. AVG VIPs, are a group of Brand Advocates who contribute their time and experience to help build a Peace of Mind community AVG’s VIPs

23. AVG VIPs AVG VIPs make an impact through their passion and expertise in the antivirus space, and support of fellow AVG customers We Protect UsTM

24. Barry Eyt AVG Super Fan What He Does for AVG Makes instructional videos to support AVG users Reviews AVG products on 3rd party websites Contributes to AVG blog by writing tips and tricks Supports the AVG online community with helpful comments

25. Kyle Moore AVG Super Fan What He Does for AVG Reviews AVG products on 3rd party websites Contributes to AVG’s blog By writing tips and tricks Supports the AVG online community with helpful comments