@JoeC and @DaveEv led three energetic and thought-provoking roundtable discussions in the afternoon of LiNC Local London. Fueled by the inspirational sessions about digital customer experience in the morning, attendees were ready to roll up their sleeves and get tips from Lithium experts and from one another.
The first roundtable was all about social engagement in good and bad times. @DaveEv set the context on why this is critical and shared a few examples on brands that have done well to manage a social crisis (such as Lithium customers TalkTalk and Southwest Airlines), but also those that missed the mark.
The next roundtable centered on breaking down siloes between marketing + customer service. @JoeC kicked off the discussion to get everyone grounded in the fact that siloes go beyond just organizational – considerations also need to be made around channel, process, data and metrics. Brands have seen time and time again that even with a support-driven community, your customers are shopping or making purchase decisions based on the engagement and content shared by peers. This teed up the conversation around how to align your marketing and service counterparts to work together to leverage this valuable engagement. A few tips were shared to tackle this challenge:
Lastly, we ended the afternoon breakout session with a roundtable on the evolution of community and social media management. Remember the early days? It was considered the ‘Wild West’ of industry professions without a formal job description or clearly defined roles. A lot has changed and the group debated on the growth of these professions and some key skill sets including:
Thanks to all who participated in these insightful roundtables!
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