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The Collision of Social Media and Customer Service<br />Public Relations<br />		Communications<br />				Messaging<br />			...
Collision of Social Media and Customer Service<br />CNN<br />
The Collision of Social Media and Customer Service<br />
The Collision of Social Media and Customer Service<br />Kirk Hazlett, APR, Fellow PRSA<br />Associate Professor of Communi...
Collision of Social Media and Customer Service<br />How Does Communication Work?<br />Sender<br />Message<br />Receiver<br />
Collision of Social Media and Customer Service<br />What is Public Relations?<br />“Public relations helps an organization...
The Old Media World<br />
The New/Social Media World<br />   Press<br />    Community<br />Investors<br />Employees<br />MESSAGES<br />Customers<br ...
Collision of Social Media and Customer Service<br />Social media is still catching on as a way for consumers to interact w...
Collision of Social Media and Customer Service<br />82%<br />64%<br />
Collision of Social Media and Customer Service<br />“Proactive” today means identifying the social media platforms visited...
Collision of Social Media and Customer Service<br />“People are going to talk about your business whether you like it or n...
Collision of Social Media and Customer Service<br />What do you do?!?<br />
Collision of Social Media and Customer Service<br />First, you must be willing to allocate resources to activities that en...
Collision of Social Media and Customer Service<br />Then,<br />You respond.<br />Quickly…Candidly…Openly.<br />
Collision of Social Media and Customer Service<br />BUT…<br />
Collision of Social Media and Customer Service<br />…and  a<br />BIG,<br />HUGE,<br />BUT…<br />
Collision of Social Media and Customer Service<br />If you’ve delegated the duties to someone else and you’re not totally ...
Collision of Social Media and Customer Service<br />…Be sure that everyone<br />involved in the process<br />knows…and can...
Collision of Social Media and Customer Service<br />Online customer service is no different than face-to-face customer ser...
Collision of Social Media and Customer Service<br />And…<br />
Collision of Social Media and Customer Service<br />
Collision of Social Media and Customer Service<br />“The unhappy customer is more likely to vent online than is the happy ...
Collision of Social Media and Customer Service<br />Why worry?<br />What’s the big deal??<br />
Collision of Social Media and Customer Service<br />According to findings from the Edelman Trust Barometer, more and more ...
Collision of Social Media and Customer Service<br /><ul><li>In the U.S., trust in “a person like me” increased from 20% in...
Collision of Social Media and Customer Service<br />In the simplest terms, you HAVE to provide a way for your customers an...
Collision of Social Media and Customer Service<br />So how do you stay ahead of the growing trend of turning to third-part...
Collision of Social Media and Customer Service<br />
Collision of Social Media and Customer Service<br />Any executives who don't think they need a customer service presence o...
Collision of Social Media and Customer Service<br /><ul><li>New York Times: “United Airline’s stock price fell 10%, costin...
As of February 2011, the video has had more than 10 million views…10 million current and potential customers!</li>
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.

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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 of "The collision of social media and customer service"

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