Episode 186 – Rewind – Your Social Care Playbook

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A Thoughtful Thursday Episode. On Thoughtful Thursday we discuss deep thoughts including overarching strategy and organizational structure.

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The Socially Supportive Podcast is Part of the C-Suite Radio Network.

Announcements:

“All you need is the plan, the road map, and the courage to press on to your destination.” – Earl Nightingale

Book of the Day: Winning at Social Customer Care – Dan Gingiss

Social Care Playbook 

  • Definition of a Playbook (According to Frankie): A playbook is a repository of information that provides guidance on how to handle most situations that arise during the operation of your team.
  • You need this because: 
    • You want to document solid thought leadership
    • You won’t always be personally on site to handle situations
    • You want to share the team vision with others
    • You want clarity for
      • Leaders
      • Adjacent teams
      • People who report to you
  • People will read it because you’ll:
    • Only include useful information
    • Ensure it remains a reasonable size
    • Update it regularly
    • Refer to it in leadership discussions
    • Have it available in an accessible digital format
  • Contents
    1. Operations
      • Team Structure (see Episode 17 – 3 Team Structures for a Social Customer Care Team w/Al Hopper)
        • One team vs. several teams
        • Full service/concierge/blended
      • Hours of Operation
      • SLA
        • respond 80% of the time within 30 minutes, etc.
        • for which channel
      • Contact Information
        • Internal
        • External
      • Emergency Information
        • What will your team do in case of emergency
        • Which teams/units are on call
        • Who will provide backup
    2. Term Glossary
      • Include social specific terms
        • Proactive/Reactive
        • Posts
      • Define your terms
        • Channels: social media websites
        • Direct/Indirect
    3. Engagement
      • What the team does and doesn’t respond to
        • Responsive to any question posted by a customer on a proactive or reactive post
        • Any comment directly posted by a customer to owned properties
      • Team Responsibilities
        • Review and track all posts in designated areas
        • Respond to all posts per the playbook
        • Find answers to posts requiring escalation
        • Track and report trending issues
      • One Sheeter
        • Where you listen
        • Where you source answers
        • Where you respond
        • Where you monitor
      • Types of Posts Responded to
        • Support
        • Questions
        • Comments
        • Praise
      • Communications Guidelines
        • High level instructions on Brand Voice
          • Cheerful, warm, empathetic
          • Formal/informal
          • Brainy/cool, etc.
        • High level instructions on Response Guidelines
          • Personalize responses
          • Use your name
          • Be genuine
          • Always take the High Road
        • Dealing with Trolls
        • Taking Conversations Offline
        • Hiding Comments
        • Banning Users
    4. Tool Information, including outage reporting instructions
      • Listening and Engagement Tool
      • Community Forums Tools
      • Any other tools
    5. Process Flows
    6. Use Cases
    7. KPIs
    8. Sample Reports
    9. Crisis Communications Plan
    10. Key Contacts

Brought to you by:

    • The Social Pack: Get on the inside to stay on the topside. Join today!
    • ParknFly: Save 10% off Posted Rate Reserve Now 
    • bluehostThe Best Web Hosting for just $3.95/month, bluehost is the #1 recommended web hosting by WordPress.org. Every account features 1-click WordPress installation. Plus, bluehost’s trained, in-house experts are there to help 24/7. Their robust help center includes guides, video tutorials and more. You can try them and love them, or get a refund within 30 days fo signing up. Your satisfaction is their top priority and they’re confident you’ll be pleased with their services. Click here to learn more:
    • Ticket Liquidator:  Concerts, Sports Theater tickets. Buy or sell!
    • GoldMedalWineClub.comWine of the Month Club Award-winning wines delivered to your doorstep every month. They never feature bulk wines, private labels, or close outs. Each selection is a genuine, small-production wine crafted by a winery with their family’s reputation on the line in each and every bottle.
    • CraftBeerClub.comGood People Drink Good Beer. Get the finest craft beers from America’s best microbreweries delivered to your door! They search out exceptional craft beers from around the country and then deliver the monthly beer club selections direct-to-you or your gift recipient’s door. You can choose an ongoing beer club membership or Craft Beer Club gifts to ship monthly, every-other-month or even quarterly. This is a fantastic gift for the Craft Beer enthusiast in your life. Give 1 to 12 shipments and receive up to 3 bonus gifts and an additional $25 bonus with your order.
    • OneTravel: Search and compare flights from over 450 airlines.

Jobs

Who’s Doing it Well?

About the author, Frankie Saucier

Frankie Saucier created the Socially Supportive podcast because believes that in order to advance digital and social customer care, leaders must come together in a community where colleagues can collaborate on the latest strategies and discuss the best technology. The Socially Supportive podcast creates a space for that community to thrive. She is also the Founder and CEO of Socially Supportive, a digital consultancy that helps brands communicate effectively with customers online. Frankie is a member of several consortiums, including the Social Care Leaders Group, an international group of leaders in the digital and social care space. She has over 20 years' experience in customer experience, including 7 years creating and running the digital customer support team at the 3rd largest cable company in the U.S. She also holds a bachelors in Mass Communications.

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