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Social Engagement. 15 Tips From The Trenches
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Social Engagement. 15 Tips From The Trenches

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Organisations must place customer service alongside marketing and PR at the social media table. Some basic tips on online customer service and community management.

Organisations must place customer service alongside marketing and PR at the social media table. Some basic tips on online customer service and community management.

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  • Thanks for your comments and yes, communications as a whole, including product PR, need greater alignment. I should have made this clearer!
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  • Excellently succinct presentation with great tips. On Slide 26, you make a mention about 'align PR'. From a social media professional's practice that is the right observation but we can broadbase it to make it to read 'align entire corporate communication', since from a PR perspective, all stakeholders' communication is aligned by them to create unified messaging. The social media remains as one of the most significant tools to reach out to different market segments. But yes, the social media experts must also look at the broader goals of the organisation, the psychographics of the groups they wish to communicate with, and how these can be aligned to the corporate/project mission.
    However, thank you for making us more knowledgable about nuances of social engagement.
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  • Channels customers use to comment or ask questions about a company’s product or service
  • Letting a million flowers bloom can enable a more decentralised, ‘authentic’ and responsive organisationeg. ZapposBut most orgs will want to ensure a consistent approach to online voice & values across all teamsAlso about identity – who are your appropriate social media spokespeopleDecide whether or not to allow or encourage employees to use social media in a professional contextDevelop a clear social media policy, including employee use of professional social media identitiesDecide on writing conventions: eg. use of acronyms and abbreviations on Twitter Eg. Coca Cola, Intel social media training / certification
  • Ensure consistency through training of all teamsInclude protocols for setting up and using official social media accounts in social media policyOnly certified social media ambassadors can manage official accountsAlso provide advice on employee identity/disclosure when contributing to official social media accounts eg. Facebookhttp://twitter.com/AskCiti
  • Transcript

    • 1. SOCIAL ENGAGEMENT: 15 TIPS FROM THE TRENCHES Charlie Pownall Ho Chi Minh City – November 2012
    • 2. Source: NM Incite, October 2012 47% Of social media users raise issues or questions with companies via social platforms
    • 3. Source: NM Incite, October 2012 70% Of social users likely to use social platforms if served satisfactorily
    • 4. Source: NM Incite, October 2012 36% Of social customers report having had their issue solved quickly and effectively
    • 5. 35% Of online customer traffic is on Facebook 40% Of unresolved customer queries are placed on Twitter
    • 6. The social engagement prerogative PR Marketing Customer service
    • 7. 15 tips for social engagement
    • 8. Content Operations Voice Social customer Outreach Dialogue
    • 9. The 70-20-10 rule Company 10% Dialogue 20% Value 70%
    • 10. #1 Don’t push. Pull.
    • 11. #1
    • 12. #2 Show. Don’t tell.
    • 13. #2
    • 14. #3 Less is more. Even if less is a bore.
    • 15. #3
    • 16. #4 Be natural. Go off message.
    • 17. #4
    • 18. #5 Be professional. And approachable.
    • 19. #5
    • 20. #6 Listen. And adapt.
    • 21. #10 #6
    • 22. #7 Initiate conversations. Don’t just respond.
    • 23. #10 #7
    • 24. #8 Ask open questions. But not too open.
    • 25. #10 #8
    • 26. #9 Always engage. Don’t run away.
    • 27. #10 #9
    • 28. #10 Everyone’s an influencer. But some are more equal than others.
    • 29. #10 #7 The 1% rule 1 9 90
    • 30. #11 Think small. And perfectly formed.
    • 31. #11
    • 32. #12 Assume nothing. Clarify expectations.
    • 33. #12 Failing to re-connect with bloggers you’ve just hosted
    • 34. #13 Don’t force a round peg into a square hole.
    • 35. #13
    • 36. #13 Channels customers use to comment or ask questions about a company’s product or service Source: NM Incite, October 2012
    • 37. #14 One voice. Many voices.
    • 38. #14
    • 39. #15 Enable. Don’t control.
    • 40. #15 Source: Altimeter, December 2010
    • 41. Don’t push, pull Show, don’t tell Less is more 4. 5. 6. Be natural Be professional Adapt 7. 8. 9. Initiate & respond Ask open questions Don’t run away Outreach 1. 2. 3. 10. 11. 12. Operations Dialogue Voice Content 15 Tips 13. 14. 15. Focus Think small Assume nothing Be flexible Be consistent Enable, don’t control
    • 42. Conclusion • Customer service is in the front-line • Opportunity to drive customer advocacy and contain damage • Need to align PR, marketing and customer service • Need to understand customer needs, requirements and behaviours
    • 43. Next steps • • • • Develop Social Media Style Guide Develop Online Customer Manual Develop Online Crisis Manual Train your teams
    • 44. QUESTIONS? COMMENTS? SUGGESTIONS?
    • 45. CONNECT WITH ME: @cpownall charliepownall.com