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YOU CAN DO BETTER                               Customer Service and Social MediaMonday, October 24, 2011
Nice to meet you!                 Mike Petroff                  Emerson College                  Web and Enrollment Techno...
Nice to meet you!                 Mike Petroff                  Emerson College                  Web and Enrollment Techno...
“Well done is better                             than well said.”                                      -­‐	  Benjamin	  Fr...
“Well done is better                             than well said.”                                      -­‐	  Benjamin	  Fr...
THE CUSTOMER CYCLEMonday, October 24, 2011
University SpendingMonday, October 24, 2011
Customer Cycle DisconnectMonday, October 24, 2011
Customer Cycle DisconnectMonday, October 24, 2011
Monday, October 24, 2011
Stop treating your customers like                      one-night stands.Monday, October 24, 2011
Our grandparents had                          it right.Monday, October 24, 2011
Our grandparents had                          it right.Monday, October 24, 2011
Our grandparents had                          it right.Monday, October 24, 2011
Monday, October 24, 2011
Close, Personal Relationships                           With CustomersMonday, October 24, 2011
Monday, October 24, 2011
Share Product Recommendations                           and Personalize InformationMonday, October 24, 2011
Monday, October 24, 2011
Reputation Not Bought, But                           Earned by Customer ServiceMonday, October 24, 2011
How Do We Scale Service?Monday, October 24, 2011
How Do We Scale Service?Monday, October 24, 2011
ListenMonday, October 24, 2011
ListenMonday, October 24, 2011
Set up Listening                   StationsMonday, October 24, 2011
Set up Listening                   Stations                   •Admissions      •I.T.                   •Financial Aid   •A...
Google AlertsMonday, October 24, 2011
Google AlertsMonday, October 24, 2011
Tweetdeck & HootsuiteMonday, October 24, 2011
Tweetdeck & HootsuiteMonday, October 24, 2011
Tweetdeck & HootsuiteMonday, October 24, 2011
Tweetdeck & HootsuiteMonday, October 24, 2011
Tweetdeck & HootsuiteMonday, October 24, 2011
Go Where                   Your               Customers GoMonday, October 24, 2011
Go Where                   Your               Customers Go                           CollegeProwler.com                   ...
Live ChatMonday, October 24, 2011
Live ChatMonday, October 24, 2011
An example:                           @OLARKMonday, October 24, 2011
An example:                           OLARK                            @OLARKMonday, October 24, 2011
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               Customers                            Why does it matter?Monday, October ...
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               Customers                 Users spent 40% more time on e-               ...
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               CustomersMonday, October 24, 2011
Real-time Chat With                               Customers                    Users were 300% more likely to             ...
Real-time Chat With                               CustomersMonday, October 24, 2011
You have to out-care                       your competition.Monday, October 24, 2011
You have to out-care                       your competition.Monday, October 24, 2011
CrowdsourceMonday, October 24, 2011
CrowdsourceMonday, October 24, 2011
Build A Social              Knowledgebase                 Use staff and students to create a                    shared spa...
Build A Social              Knowledgebase                           Think Bricks                 Use staff and students to...
Take It PublicMonday, October 24, 2011
Take It Public                                                UserVoice                           Get SatisfactionMonday, ...
Focus on being                  proactive, not reactive.Monday, October 24, 2011
Focus on being                  proactive, not reactive.Monday, October 24, 2011
Focus on being                  proactive, not reactive.Monday, October 24, 2011
Facebook and                     Twitter                             Scale smart.                    Find brand ambassador...
Facebook and                     Twitter                             Scale smart.                    Find brand ambassador...
Facebook and                     TwitterMonday, October 24, 2011
Facebook and                     Twitter                Need to respond?              There’s a workflow for              ...
Monday, October 24, 2011
Monday, October 24, 2011
Monday, October 24, 2011
Monday, October 24, 2011
Learn from XBOXMonday, October 24, 2011
Learn from XBOXMonday, October 24, 2011
MeasureMonday, October 24, 2011
MeasureMonday, October 24, 2011
Survey Your Audience!              Your audience wants their voice              heard. Control their megaphone.Monday, Oct...
Survey Your Audience!              Your audience wants their voice              heard. Control their megaphone.Monday, Oct...
Monday, October 24, 2011
Feedback is powerful...Monday, October 24, 2011
when it leads to change.Monday, October 24, 2011
Why It MattersMonday, October 24, 2011
Why It MattersMonday, October 24, 2011
Our Social Graph dominates             how we interact with the web.Monday, October 24, 2011
Monday, October 24, 2011
CNN.comMonday, October 24, 2011
ESPN.c                                           om                           CNN.comMonday, October 24, 2011
ESPN.c                                           om                           CNN.comMonday, October 24, 2011
ESPN.c                                           om                           CNN.comMonday, October 24, 2011
From Jeremiah Owyang (@jowyang)Monday, October 24, 2011
GARY VAYNERCHUK                             Discussing social media & business on MSNBCMonday, October 24, 2011
GARY VAYNERCHUK                             Discussing social media & business on MSNBCMonday, October 24, 2011
Listen. Build. Scale.Monday, October 24, 2011
You Can Do Better.Monday, October 24, 2011
You Can Do Better.Monday, October 24, 2011
QUESTIONS + THOUGHTS?Monday, October 24, 2011
THANK YOU!                                     Keep in touch.                           Twitter: @mikepetroff             ...
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Customer Service & Social Media: You Can Do Better

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Give your audience a better experience online. If your customer service strategy is solely to provide an email address and phone number to call during office hours, you're probably not doing enough. You can do better.

Most colleges only see marketing opportunities when establishing a presence in social media. Little do they know that customer service IS a huge marketing opportunity and encourages positive word-of-mouth reviews from their communities.

In this session, learn how to provide a 24/7 online service center for your audience by utilizing social media monitoring, live chat functionality, and other online tools that allow users to assist each other. Build a culture around customer service and you'll see an immediate boost in audience satisfaction.

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Transcript of "Customer Service & Social Media: You Can Do Better"

  1. 1. YOU CAN DO BETTER Customer Service and Social MediaMonday, October 24, 2011
  2. 2. Nice to meet you! Mike Petroff Emerson College Web and Enrollment Technology Manager Boston, MA #SOC1 @mikepetroff #heweb11Monday, October 24, 2011
  3. 3. Nice to meet you! Mike Petroff Emerson College Web and Enrollment Technology Manager Boston, MA #SOC1 @mikepetroff #heweb11Monday, October 24, 2011
  4. 4. “Well done is better than well said.” -­‐  Benjamin  FranklinMonday, October 24, 2011
  5. 5. “Well done is better than well said.” -­‐  Benjamin  FranklinMonday, October 24, 2011
  6. 6. THE CUSTOMER CYCLEMonday, October 24, 2011
  7. 7. University SpendingMonday, October 24, 2011
  8. 8. Customer Cycle DisconnectMonday, October 24, 2011
  9. 9. Customer Cycle DisconnectMonday, October 24, 2011
  10. 10. Monday, October 24, 2011
  11. 11. Stop treating your customers like one-night stands.Monday, October 24, 2011
  12. 12. Our grandparents had it right.Monday, October 24, 2011
  13. 13. Our grandparents had it right.Monday, October 24, 2011
  14. 14. Our grandparents had it right.Monday, October 24, 2011
  15. 15. Monday, October 24, 2011
  16. 16. Close, Personal Relationships With CustomersMonday, October 24, 2011
  17. 17. Monday, October 24, 2011
  18. 18. Share Product Recommendations and Personalize InformationMonday, October 24, 2011
  19. 19. Monday, October 24, 2011
  20. 20. Reputation Not Bought, But Earned by Customer ServiceMonday, October 24, 2011
  21. 21. How Do We Scale Service?Monday, October 24, 2011
  22. 22. How Do We Scale Service?Monday, October 24, 2011
  23. 23. ListenMonday, October 24, 2011
  24. 24. ListenMonday, October 24, 2011
  25. 25. Set up Listening StationsMonday, October 24, 2011
  26. 26. Set up Listening Stations •Admissions •I.T. •Financial Aid •Athletics •Marketing •Crisis Comm •Academics •Public Safety •Alumni •HousingMonday, October 24, 2011
  27. 27. Google AlertsMonday, October 24, 2011
  28. 28. Google AlertsMonday, October 24, 2011
  29. 29. Tweetdeck & HootsuiteMonday, October 24, 2011
  30. 30. Tweetdeck & HootsuiteMonday, October 24, 2011
  31. 31. Tweetdeck & HootsuiteMonday, October 24, 2011
  32. 32. Tweetdeck & HootsuiteMonday, October 24, 2011
  33. 33. Tweetdeck & HootsuiteMonday, October 24, 2011
  34. 34. Go Where Your Customers GoMonday, October 24, 2011
  35. 35. Go Where Your Customers Go CollegeProwler.com StudentsReview.com Unigo.com Yahoo Answers Yelp College ConfidentialMonday, October 24, 2011
  36. 36. Live ChatMonday, October 24, 2011
  37. 37. Live ChatMonday, October 24, 2011
  38. 38. An example: @OLARKMonday, October 24, 2011
  39. 39. An example: OLARK @OLARKMonday, October 24, 2011
  40. 40. Real-time Chat With CustomersMonday, October 24, 2011
  41. 41. Real-time Chat With CustomersMonday, October 24, 2011
  42. 42. Real-time Chat With CustomersMonday, October 24, 2011
  43. 43. Real-time Chat With CustomersMonday, October 24, 2011
  44. 44. Real-time Chat With CustomersMonday, October 24, 2011
  45. 45. Real-time Chat With CustomersMonday, October 24, 2011
  46. 46. Real-time Chat With CustomersMonday, October 24, 2011
  47. 47. Real-time Chat With Customers Why does it matter?Monday, October 24, 2011
  48. 48. Real-time Chat With CustomersMonday, October 24, 2011
  49. 49. Real-time Chat With CustomersMonday, October 24, 2011
  50. 50. Real-time Chat With Customers Users spent 40% more time on e- commerce sites with live chatMonday, October 24, 2011
  51. 51. Real-time Chat With CustomersMonday, October 24, 2011
  52. 52. Real-time Chat With CustomersMonday, October 24, 2011
  53. 53. Real-time Chat With Customers Users were 300% more likely to return if they used live chatMonday, October 24, 2011
  54. 54. Real-time Chat With CustomersMonday, October 24, 2011
  55. 55. You have to out-care your competition.Monday, October 24, 2011
  56. 56. You have to out-care your competition.Monday, October 24, 2011
  57. 57. CrowdsourceMonday, October 24, 2011
  58. 58. CrowdsourceMonday, October 24, 2011
  59. 59. Build A Social Knowledgebase Use staff and students to create a shared space for answers Example: http:// sunyoswego.wikispot.org/Monday, October 24, 2011
  60. 60. Build A Social Knowledgebase Think Bricks Use staff and students to create a shared space for answers Example: http:// sunyoswego.wikispot.org/ Not BuildingsMonday, October 24, 2011
  61. 61. Take It PublicMonday, October 24, 2011
  62. 62. Take It Public UserVoice Get SatisfactionMonday, October 24, 2011
  63. 63. Focus on being proactive, not reactive.Monday, October 24, 2011
  64. 64. Focus on being proactive, not reactive.Monday, October 24, 2011
  65. 65. Focus on being proactive, not reactive.Monday, October 24, 2011
  66. 66. Facebook and Twitter Scale smart. Find brand ambassadors. 24/7 Customer ServiceMonday, October 24, 2011
  67. 67. Facebook and Twitter Scale smart. Find brand ambassadors. 24/7 Customer ServiceMonday, October 24, 2011
  68. 68. Facebook and TwitterMonday, October 24, 2011
  69. 69. Facebook and Twitter Need to respond? There’s a workflow for that... http://bit.ly/SM-response-guideMonday, October 24, 2011
  70. 70. Monday, October 24, 2011
  71. 71. Monday, October 24, 2011
  72. 72. Monday, October 24, 2011
  73. 73. Monday, October 24, 2011
  74. 74. Learn from XBOXMonday, October 24, 2011
  75. 75. Learn from XBOXMonday, October 24, 2011
  76. 76. MeasureMonday, October 24, 2011
  77. 77. MeasureMonday, October 24, 2011
  78. 78. Survey Your Audience! Your audience wants their voice heard. Control their megaphone.Monday, October 24, 2011
  79. 79. Survey Your Audience! Your audience wants their voice heard. Control their megaphone.Monday, October 24, 2011
  80. 80. Monday, October 24, 2011
  81. 81. Feedback is powerful...Monday, October 24, 2011
  82. 82. when it leads to change.Monday, October 24, 2011
  83. 83. Why It MattersMonday, October 24, 2011
  84. 84. Why It MattersMonday, October 24, 2011
  85. 85. Our Social Graph dominates how we interact with the web.Monday, October 24, 2011
  86. 86. Monday, October 24, 2011
  87. 87. CNN.comMonday, October 24, 2011
  88. 88. ESPN.c om CNN.comMonday, October 24, 2011
  89. 89. ESPN.c om CNN.comMonday, October 24, 2011
  90. 90. ESPN.c om CNN.comMonday, October 24, 2011
  91. 91. From Jeremiah Owyang (@jowyang)Monday, October 24, 2011
  92. 92. GARY VAYNERCHUK Discussing social media & business on MSNBCMonday, October 24, 2011
  93. 93. GARY VAYNERCHUK Discussing social media & business on MSNBCMonday, October 24, 2011
  94. 94. Listen. Build. Scale.Monday, October 24, 2011
  95. 95. You Can Do Better.Monday, October 24, 2011
  96. 96. You Can Do Better.Monday, October 24, 2011
  97. 97. QUESTIONS + THOUGHTS?Monday, October 24, 2011
  98. 98. THANK YOU! Keep in touch. Twitter: @mikepetroff Web: mikepetroff.com Blog: doteduguru.com Check out FollowEDU.comMonday, October 24, 2011
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