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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 Presentation Transcript

  • 1. Customer Service & Engagement John Moore
  • 2. Presented Jan. 29, 2010 American Strategic Management Institute Washington D.C.
  • 3. The leading voice for ethical and effective Word of Mouth and Social Media Marketing
  • 4. www.ENGAGEMENTdb.com
  • 5. “… 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
  • 6. 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.”
  • 7. over 5,300,000 Facebook fans PageData.InsideFacebook.com
  • 8. 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
  • 9. “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
  • 10. 17% of time spent on the Internet is on Social Media websites source | Rubicon Consulting study (Oct. 2009)
  • 11. Fortune 100 Companies… 54% have a Twitter presence 32% maintain a Blog 29% are on Facebook source | Burson-Marsteller & Digital Media Study (June 2009)
  • 12. Social Media No longer IF, but HOW.
  • 13. Word of Mouth is the original Social Media
  • 14. Over 3,000,000,000 word of mouth conversations take place everyday in the U.S. source | Presentation from the Keller Fay Group (2009)
  • 15. 76% of consumers believe companies are untruthful in their advertising source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  • 16. 78% of global consumers say they trust recommendations from other consumers source | Nielsen’s “Trust in Advertising” Report (2007)
  • 17. The typical American takes part in 125 conversations per week that discuss products and services source | Keller Fay “ Talk Track” report (2008)
  • 18. Of those 125 conversations, specific brands/companies are mentioned 90 times source | Keller Fay “ Talk Track” report (2008)
  • 19. 68% of WOM conversations are mostly positive 8% of WOM conversations are mostly negative source | Keller Fay “ Talk Track” report (2009)
  • 20. “When consumers write reviews online ... the average grade is 4.3 stars out of 5.” source | Wall Street Journal article (Oct. 5, 2009)
  • 21. “For marketers, it’s not Twitter that matters, but Twitterers.” source | Blog post from Augie Ray, Forrester Analyst (Jan. 20, 2010)
  • 22. Twitterers are 3x more likely to be “Creators” than the general U.S. population source | Forrester Report (Dec. 2009)
  • 23. 22 % 78 WOM % Sparked by Sparked by Advertising Something else source | Keller Fay “ Talk Track” report (2009)
  • 24. 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)
  • 25. “When you hit a wrong note, it’s the next note that makes it good or bad.” MILES DAVIS
  • 26. “You can play a shoestring if you are sincere.” JOHN COLTRANE
  • 27. SIX KEY POINTS
  • 28. ONE Social Media helps small companies look bigger and big companies get smaller
  • 29. source | http://www.flickr.com/photos/cyv2/2529963389/
  • 30. source | http://www.flickr.com/photos/shelisrael/2733087410/
  • 31. source | http://www.flickr.com/photos/lilhlfpint/2470960013/
  • 32. source | http://www.flickr.com/photos/helio/1740910023/
  • 33. TWO Listening and responding are highly under-utilized marketing strategies
  • 34. “The most important thing I look for in a musician is whether he knows how to listen.” DUKE ELLINGTON
  • 35. If a brand lacks confidence, then it will not want to listen to negative conversations.
  • 36. “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
  • 37. What’s happening? 140
  • 38. 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)
  • 39. 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)
  • 40. 69% of businesses on Twitter post at least 4 times per week source | Burson-Marsteller & Digital Media Study (June 2009)
  • 41. source | http://www.flickr.com/photos/obie/505082130/
  • 42. In many ways, the Internet has become an extension of your Marketing department.
  • 43. Your goal is to become an INVITED GUEST with online conversations.
  • 44. Invited Guest! everyone! Equal Parts:! LISTENING! LEARNING! RESPONDING! Mix and Serve!
  • 45. THREE Measure and monitor what matters most in the online conversation
  • 46. www.Radian6.com
  • 47. www.ScoutLabs.com
  • 48. evolve24.com nielsen-online.com overtone.com jdPowerWebIntelligence.com motivequest.com
  • 49. “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)
  • 50. www.TweetDeck.com
  • 51. google.com/alerts
  • 52. Reach Frequency Topic Tone Credibility
  • 53. Reach the breadth and depth of the online conversation
  • 54. Frequency how viral the conversation becomes
  • 55. Topic the issue or issues being discussed
  • 56. Tone the overall sentiment
  • 57. Credibility the trustworthiness of the talkers
  • 58. FOUR Buzz does not Create Evangelists. Evangelists Create Buzz.
  • 59. ! BUZZ
  • 60. Average life expectancy of a Fortune 500 business 14,600 days source | THE LIVING COMPANY, Arie de Geus
  • 61. Average life expectancy of a Small Business 3,100 days source | SMALL BUSINESS DESK REFERNCE, Gene Marks (editor)
  • 62. DOT LINE
  • 63. FIVE Fix your “Broken Windows” before engaging online
  • 64. Broken Windows Theory
  • 65. 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.
  • 66. Broken Windows Theory
  • 67. 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.
  • 68. SIX Social Media as a customer service channel can become a great employee recruiting tool
  • 69. “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)
  • 70. Dell corporate culture
  • 71. “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
  • 72. Customer Service & Engagement John Moore
  • 73. www.WOMMA.org johnmoore@WOMMA.org