I love you. I hate you. Customer Feedback in a Social World

Christine B. Whittemore
Chief Simplifier, Simple Marketing Now
Twitter: @cbwhittemore
Flooring The Consumer weblog
Launched June 2006
AdAge Power 150 Marketing Blog
Simple Marketing Blog
Launched March 2009
Junta42 Top Content Marketing Blog
Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010

Devon Valenti
Marketing Manager North America, ALK Technologies, CoPilot Live
Twitter : @CoPilotLive_US
CoPilot Live on Facebook
CoPilot Live North America Blog

The Plan
What is social media?
What does it enable?
What do you do about feedback?
Customer feedback takeaways
Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 Image courtesy of BBC NI Will & Testament

Conversations
Take place between PEOPLE
Markets are conversations
Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 Image courtesy of Jacob Morgan Social Media Globetrotter

Digital Social Tools and Platforms Easy to use Mostly free Enable sharing Means to an end Facilitate conversation and build trust with people Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 Using…

Digital Visibility is Critical!
The paradox of existence
If you have a physical presence, but can’t be found online, do you exist ?
If you can be found, will you interact , offer value, be transparent and authentically act with potential customers?

The Business Landscape Has Changed!
Consumer access to information
Era of frugality  simplify
Lack of trust
Open vs. closed organizations
Community rules!
http:// www.askapatient.com / or http:// www.medhelp.org / or http:// www.patientslikeme.com / or http:// exchanges.webmd.com/default.htm ?
Expectations re: responsiveness

Question?
What are your expectations about responsiveness?
As consumers
As marketers

Enter Social Media Tools:
Unprecedented opportunities for interaction with readers, visitors, potential customers, existing customers…
Long lasting relationships
Feedback
Relevance and value
Trust
Responsibility!

On the Love side.
Interaction
Collaboration
Rich relationships

Positive Interaction
Online & lots of offline conversation
Flooring The Consumer – since 6/2006
The Carpetology Blog – since 12/2007
Simple Marketing Blog – since 3/2009
Social Flooring Index – since 10/2009
The Wear-Dated website
Product reviews

CoPilot Live
Award-winning, full-featured GPS navigation app for
Smartphones
Android & iPhone
iPad
Social elements
Global brand

Communicating With Customers
Welcome email upon product registration
MapSure ™ communications
Customer support
Email & Twitter
Software & map updates through device
Quarterly information newsletter
Tips, news
Social media

We’ve Learned Along The Way!
From passive to actively engaged
The importance of moderating conversations
Social media guidelines
Internal
External

On the Hate side.
“ Sorry Pumpkin ”
Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 Image courtesy of Rotten Pumpkins

Nestlé & Facebook
How not to moderate
“ It’s our page, we set the rules ”
Image courtesy of ThoughtPick

Nestlé & Facebook: Chris Kieff Image courtesy of ThoughtPick

Boeing
One is many
Engage immediately
Be honest & take responsibility
Lose the corporate-speak
Put a face on it
Let the fans talk
Learn from it
Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 Reference: AdAge “ The Right Way to Make Your Social Media Mea Culpa ” 5/10/10

Viking – Thanks, Janet Sullivan !
From traditional channels to Facebook for customer service
Email
Facebook again
Note: the customer service paradox
Image courtesy of Best Viking Repair

United Breaks Guitars http://www.youtube.com/watch?v=5YGc4zOqozo
United told Dave Carroll “ it’s not our problem”
Dave told the story in a way he was comfortable with as a songwriter.
“ No customer is statistically insignificant any more.”

The Main House – B&B
Encourages visitors to read through guest feedback on TripAdvisor
One person left bad reviews
The Community stepped in
Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 Hat tip to Modenus for this example .

HIMSS: LinkedIn Groups
Actively managed community
Robust community of 27K+ members
Guidelines critical
Consistent behavior
No self-promotion

CoPilot Live
Customer interactions
“ False advertising ”
Dealing with Facebook
Love: Fans come to defense
Hate: Passionate personalities
Offline feedback

What To Do?
Ignore?
Disable comments?
Interact?
Acknowledge?
Delete comments?

Question
What are some of key pieces of the CoPilot Live:
Internal policy
External policy
Note: Suzanne Brock, Gibbons PC
Employees & privacy

Question
How do you decide whether comments are unacceptable and should be deleted?
Do you respond to the person?

Question
What about situations where you are wrong?
What would you do differently?

Question
Have you considered an outside resource such as Get Satisfaction or User voice ?

Reality Check
Positive and negative are more credible than all positive
Builds Trust !
How do you feel if a company asks you to remove your negative comment in exchange for…

The Benefits of Guidelines
The set expectations
Internal policy
Get team on board, be consistent, authentic, respectful
External
Code of behavior for social networks
Transparency
Social reputation management

Urban Outfitters
Be consistent across ALL your customer interaction channels

Customer Feedback in a Social World - Takeaways :
Have guidelines
See How Do I? Start With Social Media Guidelines
What if you receive negative feedback?
Be prepared!
See How Do I? Deal With Negative Comments
Actively monitor, manage, respond to feedback
Say Thank You !
Enjoy this amazing source of customer interaction.

Contact Information:
Devon Valenti, marketing manager
ALK Technologies, CoPilot Live North America
Email: [email_address]
Tel: 609.252.8117
Fax: 609.430.3263
Mobile: 609.937.0532
@CoPilotLive_us
http:// blog.us.copilotlive.net

Contact Information:
Christine B. Whittemore, Chief Simplifier
Simple Marketing Now LLC
[email_address]
Tel: 973-283-2424
@cbwhittemore
http:// SimpleMarketingNow.com & http:// SimpleMarketingBlog.com

Will You Assess This Seminar?
Was this valuable?
What did you like most?
Would you recommend it to a friend?
What would you say?
What is most important idea you learned?
What will you put into action immediately?
What do you want to know more about?
Your email address for more information.

Save the Date: June 22
Next Social Media Club North Jersey event: June 22, “ Real Estate & Social Media ”
4walls.net
ApartmentGuide.com
2 prominent national web marketing directories.
In-house marketing director
Creates and manages social media pages

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I love you. I hate you. Customer Feedback in a Social World

by Simple Marketing Now LLC on May 26, 2010

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I love you. I hate you. Customer Feedback in a Social World — Presentation Transcript