The collision of social media and customer service
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The collision of social media and customer service

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Presentation to South Shore Chamber of Commerce (Mass.) as part of “Building a Culture of Customer Service, from Training to Tweeting” program in March 2011.

Presentation to South Shore Chamber of Commerce (Mass.) as part of “Building a Culture of Customer Service, from Training to Tweeting” program in March 2011.

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  • , you must be willing to allocate resources to activities that engage, drive advocacy, and manage reputation.
  • , you must be willing to allocate resources to activities that engage, drive advocacy, and manage reputation.

Transcript

  • 1. The Collision of Social Media and Customer Service
    Public Relations
    Communications
    Messaging
    Publics
  • 2. Collision of Social Media and Customer Service
    CNN
  • 3. The Collision of Social Media and Customer Service
  • 4. The Collision of Social Media and Customer Service
    Kirk Hazlett, APR, Fellow PRSA
    Associate Professor of Communication
    Director, Public Relations Society of America
    (617) 979-3526 / khazlett0104@curry.edu
    Twitter: @kirkhazlett / LinkedIn: kirkhazlett / Facebook: Kirk Hazlett
    Blog: kirkhazlett-aprofessorsthoughts.blogspot.com
  • 5. Collision of Social Media and Customer Service
    How Does Communication Work?
    Sender
    Message
    Receiver
  • 6. Collision of Social Media and Customer Service
    What is Public Relations?
    “Public relations helps an organization and its publics adapt mutually to each other. Public relations is an organization’s efforts to win the cooperation of groups of people.”
  • 7. The Old Media World
  • 8. The New/Social Media World
    Press
    Community
    Investors
    Employees
    MESSAGES
    Customers
    Competitors
    Prospects
    Partners
    Analysts
  • 9. Collision of Social Media and Customer Service
    Social media is still catching on as a way for consumers to interact with a brand.
    Do you want to be ahead of the curve or playing catch-up??
  • 10. Collision of Social Media and Customer Service
    82%
    64%
  • 11. Collision of Social Media and Customer Service
    “Proactive” today means identifying the social media platforms visited by your current and potential customers and establishing your presence there.
  • 12. Collision of Social Media and Customer Service
    “People are going to talk about your business whether you like it or not…
    about your service, your products,
    your quality, and your value.
    Larry Weber, “Sticks & Stones”
  • 13. Collision of Social Media and Customer Service
    What do you do?!?
  • 14. Collision of Social Media and Customer Service
    First, you must be willing to allocate resources to activities that engage, drive advocacy, and manage reputation.
  • 15. Collision of Social Media and Customer Service
    Then,
    You respond.
    Quickly…Candidly…Openly.
  • 16. Collision of Social Media and Customer Service
    BUT…
  • 17. Collision of Social Media and Customer Service
    …and a
    BIG,
    HUGE,
    BUT…
  • 18. Collision of Social Media and Customer Service
    If you’ve delegated the duties to someone else and you’re not totally in the loop when it comes to customer service and response…
  • 19. Collision of Social Media and Customer Service
    …Be sure that everyone
    involved in the process
    knows…and can communicate…
    your thoughts and beliefs.
  • 20. Collision of Social Media and Customer Service
    Online customer service is no different than face-to-face customer service.
    The customer asks a question, makes an observation, or offers a suggestion.
  • 21. Collision of Social Media and Customer Service
    And…
  • 22. Collision of Social Media and Customer Service
  • 23. Collision of Social Media and Customer Service
    “The unhappy customer is more likely to vent online than is the happy customer.”
  • 24. Collision of Social Media and Customer Service
    Why worry?
    What’s the big deal??
  • 25. Collision of Social Media and Customer Service
    According to findings from the Edelman Trust Barometer, more and more people are inclined to trust a stranger’s opinion over an expert’s opinion…and certainly over a company executive’s opinion.
  • 26. Collision of Social Media and Customer Service
    • In the U.S., trust in “a person like me” increased from 20% in 2003 to 68% today.
  • Collision of Social Media and Customer Service
    • In most markets, more than 80% of respondents said they would refuse to buy goods or services from a company they did not trust.
  • Collision of Social Media and Customer Service
    • “More than 70% will ‘criticize [companies they do not trust] to people they know,’
    …with one-third sharing their opinions and experiences of a distrusted company on the Web.”
  • 27. Collision of Social Media and Customer Service
    In the simplest terms, you HAVE to provide a way for your customers and others to leave their thoughts, wishes, complaints, expressions of satisfaction…whatever they feel like communicating…on your site.
  • 28. Collision of Social Media and Customer Service
    So how do you stay ahead of the growing trend of turning to third-party sources to learn about your product or service
    before turning to your information?
  • 29. Collision of Social Media and Customer Service
  • 30. Collision of Social Media and Customer Service
    Any executives who don't think they need a customer service presence on social media need only to recall the experience of United Airlines in the wake of the YouTube video "United Breaks Guitars."
  • 31. Collision of Social Media and Customer Service
    • New York Times: “United Airline’s stock price fell 10%, costing stockholders about $180 million in value.
    • 32. As of February 2011, the video has had more than 10 million views…10 million current and potential customers!