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Customer Service | Engagement | Social Media
 

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