S#@!? Our Customers Say *** (and Why It’s Important to Use Social Media to Track It) <ul><li>Presented by: </li></ul><ul><...
Statistics <ul><li>Facebook has: </li></ul><ul><ul><li>More than 800 million active users </li></ul></ul><ul><ul><li>More ...
How is Social Media Used? <ul><li>Facebook  is a  social utility   that helps people communicate more efficiently with the...
How is Social Media Used? <ul><li>Twitter connects businesses to customers in  real-time .  </li></ul><ul><li>Whether you ...
What’s Your Social Media Strategy? <ul><li>What are these millions of social media users saying about  YOUR BRAND ?? </li>...
Social Media Can Be a Sticky Widget <ul><li>For some business owners, having a social media presence is another marketing ...
The Dilemma <ul><li>If we don’t engage our customers via social media, we may be missing an opportunity.  </li></ul><ul><l...
Customer Service <ul><li>Is this the message your company is sending your customers? </li></ul><ul><li>How should your cus...
The UPS Stores Case Study <ul><li>A large organization responding to local franchise complaints  </li></ul><ul><li>A quick...
Grandma Lucy’s Case Study <ul><li>A small company using the web and social media to look big and legitimate. </li></ul><ul...
Twitter and Customer Service <ul><li>What happens when all my customers use Twitter to complain? </li></ul><ul><li>If we s...
Twitter Advantages <ul><li>Customers will recognize that you can get your problem resolved quicker than via the call cente...
A Different Strategy <ul><li>Customer Service 2.0 requires the following: </li></ul><ul><ul><li>Connectivity cannot be lim...
Dairy Queen  Case Study <ul><li>DQ Blog launched in 2009 – written by DQ employees </li></ul><ul><li>includes: stories, ev...
How to Succeed <ul><li>We are no longer living in the era of Jack Welch business principles. </li></ul><ul><li>People are ...
Thank You! Questions?
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S#@!? Our Customers Say and Why It's Important to Use Social Media to Track It by Chris Marocchi

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Do you really know what your customers have to say about your products? Do you WANT to know what they have to say? We'll discuss what real customers are actually saying and the why and how behind using Social Media to manage your public image.

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  • From Facebook Statistics and Wikipedia
  • From Twitter.com
  • The UPS Store Facebook site Just left the 2432 store. I decided to help a friend today. He needed to ship a UPS package, however it was too large for his car. I put it in my suv and brought it up to the 2432 store for him. I walked in and asked the girl behind the counter to hold the door for me, she smiled and was at the door to help. I brought the package in and set it down. I started to explain the reason for my visit. Both employees were smiling and attentive. The manager/owner comes around the corner looks at the package then looks at me as if I am a complete idiot. After giving me a look of disdain, I asked him if he understood my plan of action. He shook his head, sagged his shoulders and said no. I explained again and his only response was that this is not UPS. I inquired about the existing packing stickers and he said he didn&apos;t know where they came from. I asked again if they were UPS stickers and he agreed. I asked if he thought they came from a UPS location and he just said, &amp;quot;I don&apos;t know.&amp;quot; once I realized that this guy was gonna stone wall me on everything I simply left. As I left I told him that, if I had acted like him my boss would fire my ass! Taylor George There is no question here about logistics. It&apos;s not even my package. The question is when did it become acceptable to treat anyone with a general disrespect and a lack of empathy. Taylor George This guy was trying to create an argument. I have met people like him before. I&apos;m willing to bet this is not the first time someone has complained about his attitude. I would like someone to contact me today. -Taylor George 2059145115 The UPS Store Corp. Hello Taylor, this is Gissel at The UPS Store Home Office. I’m sorry to hear that. We will definitely address this with the owner of The UPS Store. If you have any additional information you like to add, please email details to facebook@theupsstore.com.
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  • Danielle Sheerin MY PROFILE Job title: Lead Consultant - Finance Sector Company: NixonMcInnes
  • Danielle Sheerin MY PROFILE Job title: Lead Consultant - Finance Sector Company: NixonMcInnes
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  • Mike Fruchter PR Digital Strategist   Pierson Grant PR
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  • S#@!? Our Customers Say and Why It's Important to Use Social Media to Track It by Chris Marocchi

    1. 1. S#@!? Our Customers Say *** (and Why It’s Important to Use Social Media to Track It) <ul><li>Presented by: </li></ul><ul><li>Chris Marocchi </li></ul><ul><li>Former VP of Product Development & Management </li></ul><ul><li>The UPS Stores </li></ul>
    2. 2. Statistics <ul><li>Facebook has: </li></ul><ul><ul><li>More than 800 million active users </li></ul></ul><ul><ul><li>More than 900 million objects that users interact with </li></ul></ul><ul><ul><li>More than 350 million users access FB via their mobile device </li></ul></ul><ul><ul><li>More than 75% of users are outside of US </li></ul></ul><ul><ul><li>The average user is connected to 80 community pages, groups and events </li></ul></ul><ul><li>Twitter has: </li></ul><ul><ul><li>Over 200 million users </li></ul></ul><ul><ul><li>200 million tweets per day </li></ul></ul>
    3. 3. How is Social Media Used? <ul><li>Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers. </li></ul><ul><li>Facebook has always focused on giving people control over their experience so they can express themselves freely . </li></ul><ul><li>Facebook is a part of millions of people’s lives all around the world. </li></ul>
    4. 4. How is Social Media Used? <ul><li>Twitter connects businesses to customers in real-time . </li></ul><ul><li>Whether you tweet 100 times a day or never, you still have access to … what interests you. You can contribute, or just listen in and retrieve up to the second information. </li></ul><ul><li>Businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers. </li></ul>
    5. 5. What’s Your Social Media Strategy? <ul><li>What are these millions of social media users saying about YOUR BRAND ?? </li></ul><ul><li>Do you WANT to know what they have to say?? </li></ul><ul><li>How do you manage this free form, public forum effectively? </li></ul>
    6. 6. Social Media Can Be a Sticky Widget <ul><li>For some business owners, having a social media presence is another marketing obligation like having a brochure and a website. </li></ul><ul><li>Many don’t really understand which metrics to pay attention to, and measure Facebook ‘Likes’ instead of determining their ratio of Brand Promoters vs. Detractors. </li></ul><ul><li>We keep hearing that we “have” to be engaged in Social Media to remain competitive. Do we? </li></ul>
    7. 7. The Dilemma <ul><li>If we don’t engage our customers via social media, we may be missing an opportunity. </li></ul><ul><li>If we do, we open ourselves up to the “detractors” who may spread terrible rumors, both true and untrue, about our brand. </li></ul><ul><li>&quot;Small businesses are inherently personal and that fits social media to a ‘T'. So many have great testimonials and relationships with clients offline, and social media brings that online.“ (Emily Hay, Hay There Social Media). </li></ul>
    8. 8. Customer Service <ul><li>Is this the message your company is sending your customers? </li></ul><ul><li>How should your customer service approach in social media vary from the traditional channels of customer service? </li></ul>
    9. 9. The UPS Stores Case Study <ul><li>A large organization responding to local franchise complaints </li></ul><ul><li>A quick response (10:49 complaint, 11:09 response) </li></ul><ul><li>Address the issue head on. </li></ul><ul><li>Offer to address the issue with the offending store. </li></ul><ul><li>Request for additional information. </li></ul>
    10. 10. Grandma Lucy’s Case Study <ul><li>A small company using the web and social media to look big and legitimate. </li></ul><ul><li>At the same time, connecting with customers 1:1 with the use of cute, furry pets. </li></ul><ul><li>That “organic-pet-food store-next-door” image is projected, in a very disarming manner. </li></ul><ul><li>Issues are addressed and resolved. </li></ul>
    11. 11. Twitter and Customer Service <ul><li>What happens when all my customers use Twitter to complain? </li></ul><ul><li>If we start to provide customer service on Twitter, won’t everyone start using it and then it will become just another customer service route? </li></ul><ul><li>Aren’t we just spending a lot of time and effort for something that we are offering already, just in another place? </li></ul>
    12. 12. Twitter Advantages <ul><li>Customers will recognize that you can get your problem resolved quicker than via the call center (no more sitting on hold for hours!) </li></ul><ul><li>It feels personal and dedicated in terms of the service that users receive. </li></ul><ul><li>Question - When Twitter customer service becomes business as usual, will complaints be dealt with more quickly? </li></ul>
    13. 13. A Different Strategy <ul><li>Customer Service 2.0 requires the following: </li></ul><ul><ul><li>Connectivity cannot be limited to those monitoring Twitter activity and the customer – the company MUST know what is going on </li></ul></ul><ul><ul><li>Learnings must be communicated clearly throughout the organization </li></ul></ul><ul><ul><li>Customer service needs to improve through this channel – it needs to be faster, better and proactive </li></ul></ul><ul><ul><li>Create a more holistic experience for customers for a better overall interaction with the company – garner ideas and opinions, reward loyalty, and provide genuinely useful tools </li></ul></ul>
    14. 14. Dairy Queen Case Study <ul><li>DQ Blog launched in 2009 – written by DQ employees </li></ul><ul><li>includes: stories, events, new products, and promotions – not corporate press releases </li></ul><ul><li>Podcasting – DQ has a dynamic CBO </li></ul><ul><li>Using Facebook as a content aggregator </li></ul><ul><li>Twitter is used for: Reputation monitoring </li></ul><ul><li>Customer service </li></ul><ul><li>Promotions </li></ul><ul><li>Re-tweeting DQ follower’s tweets </li></ul><ul><li>Follows back Dairy Queen customers on Twitter </li></ul><ul><li>Mobile app </li></ul><ul><li>Friendfeed </li></ul>
    15. 15. How to Succeed <ul><li>We are no longer living in the era of Jack Welch business principles. </li></ul><ul><li>People are focusing on the completely wrong metrics and not properly educating executives on the real story of social media. </li></ul><ul><li>Companies are focusing on metrics such as ‘likes,’ fans, followers, etc. These metrics tell you nothing of substance. </li></ul><ul><li>Few companies tie this information directly to their Customers through measurements such as the net promoter score of the social Customer, what products they are buying, etc. </li></ul><ul><li>Huge ROI can be gained just by measuring changes that stem from listening.  </li></ul>
    16. 16. Thank You! Questions?

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