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Customer Service | Engagement | Social Media
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Customer Service | Engagement | Social Media

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An overview presentation on using social media as a customer service channel. Presented at the ASMI two-day session on Customer Engagement Marketing (Jan. 29, 2010).

An overview presentation on using social media as a customer service channel. Presented at the ASMI two-day session on Customer Engagement Marketing (Jan. 29, 2010).

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Customer Service | Engagement | Social Media Customer Service | Engagement | Social Media Presentation Transcript

  • Customer Service & Engagement John Moore
  • Presented Jan. 29, 2010 American Strategic Management Institute Washington D.C.
  • The leading voice for ethical and effective Word of Mouth and Social Media Marketing
  • www.ENGAGEMENTdb.com
  • “… companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference.” pg. 6 www.ENGAGEMENTdb.com
  • Starbucks Q3’09 Earnings Call Transcript July 21, 2009 Howard Schultz: “We were just named the number one brand in a new social media engagement report.” “The key here is that we are connecting directly with our loyal customers who will be driving our future growth.”
  • over 5,300,000 Facebook fans PageData.InsideFacebook.com
  • BRANDWEEK: How are you taking this online chatter and translating it to ROI for the brand? “We certainly look at a few things.” •  Emotional connections •  Human connections •  Adds to the bottom line business Alexandra Wheeler digital strategy director, Starbucks source | Brandweek, August 1, 2009
  • “It isn’t a marketing initiative. It isn’t a PR initiative. It’s cultivating and creating great consumer value and great customer relationships.” Alexandra Wheeler digital strategy director, Starbucks source | Brandweek, August 1, 2009
  • 17% of time spent on the Internet is on Social Media websites source | Rubicon Consulting study (Oct. 2009)
  • Fortune 100 Companies… 54% have a Twitter presence 32% maintain a Blog 29% are on Facebook source | Burson-Marsteller & Digital Media Study (June 2009)
  • Social Media No longer IF, but HOW.
  • Word of Mouth is the original Social Media
  • Over 3,000,000,000 word of mouth conversations take place everyday in the U.S. source | Presentation from the Keller Fay Group (2009)
  • 76% of consumers believe companies are untruthful in their advertising source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  • 78% of global consumers say they trust recommendations from other consumers source | Nielsen’s “Trust in Advertising” Report (2007)
  • The typical American takes part in 125 conversations per week that discuss products and services source | Keller Fay “ Talk Track” report (2008)
  • Of those 125 conversations, specific brands/companies are mentioned 90 times source | Keller Fay “ Talk Track” report (2008)
  • 68% of WOM conversations are mostly positive 8% of WOM conversations are mostly negative source | Keller Fay “ Talk Track” report (2009)
  • “When consumers write reviews online ... the average grade is 4.3 stars out of 5.” source | Wall Street Journal article (Oct. 5, 2009)
  • “For marketers, it’s not Twitter that matters, but Twitterers.” source | Blog post from Augie Ray, Forrester Analyst (Jan. 20, 2010)
  • Twitterers are 3x more likely to be “Creators” than the general U.S. population source | Forrester Report (Dec. 2009)
  • 22 % 78 WOM % Sparked by Sparked by Advertising Something else source | Keller Fay “ Talk Track” report (2009)
  • ONE TWO THREE Explaining Great Remarkable how a Customer and Product or Service or Entertaining Service Experience Stuff Works source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  • “When you hit a wrong note, it’s the next note that makes it good or bad.” MILES DAVIS
  • “You can play a shoestring if you are sincere.” JOHN COLTRANE
  • SIX KEY POINTS
  • ONE Social Media helps small companies look bigger and big companies get smaller
  • source | http://www.flickr.com/photos/cyv2/2529963389/
  • source | http://www.flickr.com/photos/shelisrael/2733087410/
  • source | http://www.flickr.com/photos/lilhlfpint/2470960013/
  • source | http://www.flickr.com/photos/helio/1740910023/
  • TWO Listening and responding are highly under-utilized marketing strategies
  • “The most important thing I look for in a musician is whether he knows how to listen.” DUKE ELLINGTON
  • If a brand lacks confidence, then it will not want to listen to negative conversations.
  • “Most of the social media engagement has been responding, listening, and connecting with fans, which is important because it builds loyalty.” Porter Gale VP Marketing, Virgin America
  • What’s happening? 140
  • What’s happening? 80% of tweets are from Meformers. Postings about insignificant doings. What’s happening? 20% of tweets are from Informers. Those who share informational news, incl. links source | Rutgers University study (Oct. 2009)
  • What’s happening? The typical Meformer has 61 friends and 43 followers. What’s happening? The typical Informer has 131 friends and 112 followers. source | Rutgers University study (Oct. 2009)
  • 69% of businesses on Twitter post at least 4 times per week source | Burson-Marsteller & Digital Media Study (June 2009)
  • source | http://www.flickr.com/photos/obie/505082130/
  • In many ways, the Internet has become an extension of your Marketing department.
  • Your goal is to become an INVITED GUEST with online conversations.
  • Invited Guest! everyone! Equal Parts:! LISTENING! LEARNING! RESPONDING! Mix and Serve!
  • THREE Measure and monitor what matters most in the online conversation
  • www.Radian6.com
  • www.ScoutLabs.com
  • evolve24.com nielsen-online.com overtone.com jdPowerWebIntelligence.com motivequest.com
  • “We’ve tried all the off-the-shelf monitoring applications. None work as well as the free tools.” Daniel Sundin Intranet Manager, PETCO source | WOMMA Brands Council Webinar (Oct. 2009)
  • www.TweetDeck.com
  • google.com/alerts
  • Reach Frequency Topic Tone Credibility
  • Reach the breadth and depth of the online conversation
  • Frequency how viral the conversation becomes
  • Topic the issue or issues being discussed
  • Tone the overall sentiment
  • Credibility the trustworthiness of the talkers
  • FOUR Buzz does not Create Evangelists. Evangelists Create Buzz.
  • ! BUZZ
  • Average life expectancy of a Fortune 500 business 14,600 days source | THE LIVING COMPANY, Arie de Geus
  • Average life expectancy of a Small Business 3,100 days source | SMALL BUSINESS DESK REFERNCE, Gene Marks (editor)
  • DOT LINE
  • FIVE Fix your “Broken Windows” before engaging online
  • Broken Windows Theory
  • Broken Windows Theory Higher crime rates occur in cities when broken windows are left unrepaired because people will conclude no one cares enough to fix them.
  • Broken Windows Theory
  • Broken Windows Theory Broken windows are visible signs to customers that a business doesn’t care, that it is poorly managed, and that it inadequately deals with little details.
  • SIX Social Media as a customer service channel can become a great employee recruiting tool
  • “No one visits a website’s home page anymore — they walk in the back door, to the page Google sent them to.” Seth Godin Meatball Sundae (2007)
  • Dell corporate culture
  • “By participating in the blogging conversation, Sun is able to communicate its corporate culture to not only customers, but also to current and future employees.” Jonathan Schwartz ceo, Sun Microsystems
  • Customer Service & Engagement John Moore
  • www.WOMMA.org johnmoore@WOMMA.org