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UC Expo 2010 - How Social Media is making customer services more strategic

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  • Think how that cuts down calls and complaints!
  • Transcript

    • 1. Customer & Service Orientated Communications Theatre
    • 2. The value of microinteractions
      • Every day:
        • 6,000 people by phone
        • 300+ people by live chat
        • 100,000+ people through social media
    • 3. How social media can make your customer service a strategic weapon Helen Trim, COO, FreshNetworks Talk to us: www.freshnetworks.com | info@freshnetworks.com | +44 (0)20 7692 4376
    • 4. 76% of people don’t believe companies tell the truth in adverts
    • 5.
        • Over 200 million
        • 5 billion videos are viewed on YouTube every month
        • 200 million blogs worldwide
        • 10 billion ‘tweets’ within 2 years of launch
        • 700,000 people join Facebook every day
        • 250 million users visit Digg
        • 2 billion images have been uploaded to FlickR
    • 6. Social media is not just about marketing
    • 7. Word of Mouth Proactive Response Insight & Innovation Education Reputation Management Peer to Peer Support
    • 8. Wait…what is social media?
      • Online tools that help people interact,
      • collaborate and share content
      image: McCann Key Social Platforms Photo Sharing Blogging Video Sharing Micro Blogging Podcasts Message Boards Product Reviews Live chat Widgets Social Networks
    • 9. A new strategy?
    • 10.
      • eg of Buzz Tracking
      1. Start mingling & being proactive What are they saying? Start responding, before issues escalate
    • 11. listening correcting taking action informing we’re human educating offers
    • 12. Richard uses Twitter to give information, to listen and to solve problems. And to show that he’s human.
    • 13. He also encourages others to spread the word through their networks.
    • 14. d
    • 15. PR disaster?
    • 16. No, because they are proactive!
    • 17. Happy customer!
      • This customer is not a ‘Troll’ but a loyal, family customer of Butlins and who feels genuinely disappointed with his stay. He apologises for the tone of his blog!
      • Butlins acknowledges comments and invites him to return to the resort to see that it is a one off.
    • 18. 2. Become an internal font of knowledge Capture feedback Share with Marketing & PR & Product teams
    • 19.  
    • 20. 3. Encourage customers to help you & each other
    • 21. One man has saved Dell $1m a year by answering questions about DVD Rom drives…
    • 22. Yikes! Where do we start?
    • 23. 5 Steps to heaven…
      • Stop thinking like a cost centre
        • Not just calls answered and resolved
        • Number ideas fed into product marketing
        • Number of PR opportunities created
      • Find some social media enthusiasts and train them
        • Role play different scenarios, mitigate your risks
      • Go beyond your domain – start mingling and responding
        • Listening tools
        • Find out who your influencers are and work with them
      • Demonstrate the strategic component of your support efforts
        • Show marketing, PR and product the value you bring and the messages you can support
        • And keep telling them…
      • New tracking tools and CRM integration are inevitable
        • Prioritise your responses according to influence
        • Capture interactions where you can
    • 24. and always be learning
    • 25. Questions?
      • FreshNetworks - a Social Media Agency, focussed on building and managing online communities
      • Software and services to help you achieve results with social media.
      • [email_address]
      • @helentr (Twitter)
      • 0207 692 4507
      • blog.freshnetworks.com
    • 26. © Copyright FreshNetworks 2009