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Facebook - Real Time Customer Service

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How companies are using social media tool Facebook to communicate with customers and engage them online. He will discuss the importance and relevance of this tool as well as provide some tips on what ...

How companies are using social media tool Facebook to communicate with customers and engage them online. He will discuss the importance and relevance of this tool as well as provide some tips on what not to do in this space.

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Facebook - Real Time Customer Service Facebook - Real Time Customer Service Presentation Transcript

  • Facebook_Real Time Customer Service Interactive Minds_29.04.09
  • Agenda
  • Agenda
    • Facebook in 2009
    • Why use Facebook to engage customers
    • Facebook tools to engage
    • Developing strategy and engaging customers
    • What not to do
    • Further reading
    View slide
  • Facebook in 2009 1. View slide
  • Facebook
    • More than 200 million active users
    • 5.4 million Australian users
    • The fastest growing demographic is those 35 years old and older
    • More than 4 million users become fans of Pages each day
    • Every month, more than 70% of Facebook users engage with Platform applications
    Source: Facebook & Comscore
  • Twitter
    • 679,000 Australian users
    • Over 1000% growth in visits in the last 12 months
    • Is being used to establish high number of loose connections between new and existing friends
    Source: Hitwise
  • Twitter vs Facebook
  • Why use Facebook to engage customers 2.
  • Why brands should engage via Facebook
    • Provide customers with ways to engage with your brand in their own environment
    • Seek feedback and observe trends
    • Build brand loyalty and trust through conversations
    • Develop a community of customer advocates
    • Extend the reach of communications
    • Make content easy to share
  • How consumers feel towards brands in social media
    • 23 percent of online Australians interacted with a company via a social networking site during 2008
    • 52 percent of Australians who use social networking state companies need to find new ways for consumers to interact with their brands
    Source: Nielsen Online
  • Some brands are leveraging the presence…
  • …while others have yet to take real action
  • Facebook tools to engage 3.
  • Tools
    • Public Profiles (recently replaced Fan Pages)
    • User Initiated Groups
    • Branded Applications
    • Social Advertisements
    • Facebook Connect and Facebook Lexicon
  • Public Profiles
    • Should be the social media hub for your brand acting as a dynamic resource that provides users with something useful to come back to which naturally ties into how they use Facebook
    • Can communicate information, news, events, photos, videos and answer questions openly in an environment seen by other internet users
    • Australian examples:
      • LOVER
      • Samboy
      • iiNet
  • LOVER
  • Samboy
  • iiNet
  • User Initiated Groups - Share My Story
  • Branded applications
    • Need to be dynamic and personal that provides a valuable experience, build social capital or provides entertainment for the user
    • Australian example:
  • Social ads
    • BCM used Facebook Advertising successfully for a recent Queensland Transport campaign
      • Targeted placement using original and compelling creative ensured click-throughs comparable to search engine marketing
  • Facebook Connect and Facebook Lexicon
    • Facebook Connect allows users to share their Facebook account and information with other web sites and services (e.g. iPhone Apps) site (increase users/signup on your website) allowing them to connect and find their friends who also use your site
    • Facebook Lexicon is a trend mapping tool which shows how frequently your search terms appear in Facebook Wall conversations over time
  • Developing your strategy and engaging customers 4.
  • Strategy and engagement
    • Identify what you can bring to Facebook and the types of conversations you want to have and how you would like to see those develop
    • Implement a content plan that is:
      • Appealing
      • Simple
      • Conversational
      • Social
      • Targeted
      • Continuous
  • Strategy and engagement
    • Ongoing conversations
      • Deal with complaints
      • Ensure employees get involved
      • Regular messaging to current brand fans
      • Identify existing communities to interact with
      • Host discussions
      • Invite fans to upload content
    • Put in place metrics to measure your success and …
  • What not to do 5.
  • What not to do
    • Don’t be fake
    • Don’t spam users with messages
    • Don’t have an inactive presence
    • Don’t edit or remove negative comments
    • Don’t respond only to compliments
    • Don’t alienate unofficial user initiated fan pages
  • Further reading 6.
  • Slides, notes & links will be available online at: blogs.bcm.com.au Anthony Dever BCM Phone: 07 3308 2000 bcm.com.au blogs.bcm.com.au twitter.com/bcmpartnership