How 2 Give GR8 #CustomerService & Have Your Followers ‘Like’ You in All Social Channels


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Customers are increasingly turning to social media to air their service issues – especially when they feel companies could give a tweet about them through other channels. In the process, your service reputation is now out in the open for everyone to see. But some companies are leading the charge to use services like Twitter, Facebook, and virtual communities to brand their 21st century service identity.

This webinar shows you how to leverage social media for better service if you’re new to it, and how to sharpen your virtual service image if you’re an old pro. Topics we’ll cover include:

* Why your service is going public and going viral: a look at today’s digital consumer
* Social media service success stories: Comcast, Southwest Airlines, Zappos, and more
* Understanding virtual service channels:
o Twitter: A public dialogue that takes place in real time
o Facebook: Building a community around your brand
o Virtual communities: Communications channel or feeding frenzy
o The blogosphere: Everyone has a soapbox
* Do’s and don’ts: How to communicate effectively in a cyber service world

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How 2 Give GR8 #CustomerService & Have Your Followers ‘Like’ You in All Social Channels

  1. 1. “How 2 Give GR8 #CustomerService & Have Your Followers 'Like' You in All Social Channels” Gary McNeil, Vice President of Marketing, Parature Rich Gallagher, Point of Contact Group
  2. 2. Socialnomics By 2010, Gen Y will outnumber baby boomers—96% of them have a Facebook account Facebook added 100 million users in 9 months The fastest growing segment on Facebook is 55-65 year-old females Your customers are on Facebook… Corporate fan page growth is astronomical, with more thancount of organizations— day More than 200 million people, with an average friend 80% of 130, log in every includingshare 25 billion pieces of content per month and the federal government—having one …and they’re talking to you …your company is on Customer service volumes on social media are skyrocketing—a major telecom provider Facebook… solves more than 32,000 cases each month Companies like AT&T have standalone teams—sometimes more than 20 people— dedicated solely to social media engagement
  3. 3. Social Media Today Traditional marketing efforts rely upon monitoring and analyzing sentiment in an effort to enforce positive change… …resulting in substantial investments on social media monitoring tools = $100K
  4. 4. They’re Still Waiting Despite gleaning valuable insights about brand mentality through sentiment tools… …your customers are still expecting an answer, and getting angry
  5. 5. It Takes a Village In order to engage Facebook fans, companies rely on archaic technologies… …leading to hiring multiple people and a complete lack of data visibility = $150K
  6. 6. The Solution Support for Every Facebook Fan Page.  Monitor, listen, and engage with your customers on your Facebook Fan Page.  Your Customers can get Support right on your Facebook Fan Page.  Your Customers can share their positive support experiences through their friend’s streams. Confidential - Parature
  7. 7. Parature for Parature for Allow Monitor, & Offer Direct Customers to Engage Support for Share Positive in Facebook Customers in Support Automatically Facebook Experiences Provide real time support The Support Tab for every Customers can promote where it is requested. Facebook Page. their support experiences to other Facebook Users. Be Where Your Customers Are
  8. 8. Monitor, Automate, Engage Engage your customers, ensuring complete accountability and driving to stronger customer loyalty levels Automate wall post monitoring Automatically designate where by tracking critical keywords each wall posts goes, and assign and defining the proper course the proper staff and rules for of action for each solving them
  9. 9. Keep Wall Posts and Tweets Under One Roof Monitor wall posts and Track tweets and maintain a history of respond in real time to customer cases and brand-sensitive your response to each messages Leverage Parature database and business intelligence tools to provide centralized view and analysis of social media efforts
  10. 10. Deliver Multi-Channel Support As your customers come to your fan Search through FAQ’s As your customers come to your fan page, Parature allows them to… Facebook page, Parature allows you to offer… for answers, rebate Wall forms, or “How To?” videos Chat FAQ Engage in live chat conversations with sales Submit formal cases and Click on a customer and support team supportcategorize them for tab delivery to the right team membersWorld Class, Multi-Channel Support via Social Media Peer-to-Peer Submit a Interaction Case Rich Media Tutorials
  11. 11. Support – The New Viral Marketer Facebook has… •More than 500 million active users •A 50%+ daily log-in rate per user •An average of 130 friends per user •500 billion minutes of interaction with With so many people consumers per month active on Facebook, let •More than 25 billion pieces of content great customer service shared per month… experiences get consumers where you want them: your fan page
  12. 12. Parature for Growing to 1000 Drive Parature Customers in 2010 Customers to Install Parature’s Facebook App for their Facebook Fan Pages. Facebook Fan Pages of Parature Customers
  13. 13. Rich Gallagher Point of Contact Group Twitter: @gallagherPOC Sponsored by: and
  14. 14. Your CEO walks into your office. Not happy. And says to you … “We’ve got all these twits …er, tweets … er, whatever. And they are all complaining about customer issues! And then says, “So, what are you doing about it??”
  15. 15. So you respond, “I know what to do! Here’s my plan…” “Let’s pull someone from marketing, someone from support, and someone from product development …” “We’ll monitor Facebook, and Twitter, and blogs, and hey, maybe even MySpace … and bring our support into the 21st century!” “MySpace???” grouses your boss… but still, he agrees to your strategy
  16. 16. So here’s what happens: Facebook posts and Twitter tweets get e-mailed to someone – who puts it on a spreadsheet – and then in a queue – and then it gets answered five days later. And your social media customers are not amused...
  17. 17.  This scenario is exactly what most Fortune 500 companies – and probably you! – are facing with social media and support ◦ Old channels are reactive and not integrated ◦ Today’s consumer isn’t calling a call center – they are Tweeting on their smartphones ◦ Learning the hard way that social media is now omnipresent and fundamentally different than other support channels  Today, we will discuss how we need to engage and communicate with customers using social media
  18. 18.  Forbes Magazine describes a transition from CON-sumer to PRO-sumer: someone whose voice affects the success or failure of brands  Today’s digital customers consult the metaverse for their purchasing decisions, and add their experiences to it  We live in a digital town square open 24/7, instead of cocoons of individuals  Companies people “like” can quickly grow to become brand communities Source:
  19. 19. If you ignore the I’m telling @theworld that medium - or the @yourcompany is a big fat #fail at #custserv speed at which it runs – the results can be bad… … or worse.
  20. 20.  Did you consult the online opinions of other people before your last major purchase?  -Yes  -No  -Not sure
  21. 21.  Have you ever expressed your opinion of a product or service online?  -Yes  -No  -Not sure
  22. 22.  Parature for Facebook is one example of how integrating support with social media changes the conversation with your customers ◦ Immediate ◦ Interactive ◦ Integrated with where they live online  When you can move at the speed of your customers – in the media they now use – you move past selling products and services and start building a community
  23. 23.  Twitter: Tens of millions of lines of searchable – and A tool viral - chatter  Facebook: A community of linked “friends” and “fans” A destination sharing rich information  Virtual communities: from common interests to rating Too often, the websites service channels The blogosphere: Virtual  of last resort real estate open to all
  24. 24.  Simple and viral  Used by activists, governments, TV shows, celebrities, eyewitnesses - everyone  65 million tweets per day – up to 3K per second as of 2010  Easy to search by keyword, user (@userid) or “hash tags” (#custserv)  But the Twitterverse is a challenging support channel because of the logistics of responding
  25. 25.  Comcast national customer service director Frank Eliason responds publicly to consumer issues via @comcastcares  Southwest Airlines (@southwestair) tweets about deals and system/weather issues, responds to Customers – over a million “followers”  BestBuy allows any employee to respond on company time to customers at @twelpforce  Zappos CEO Tony Hsieh shares corporate values and personal experiences to 1.7M followers at @zappos
  26. 26.  The average Facebook user has over 100 friends and logs in every day to connect with them  It’s a destination, not just a resource – in Europe, people average 20+ hours a week on it  “In the old days we didn’t have Facebook. We had phone book – but we didn’t spend all day on it!” – Betty White, Saturday Night Live
  27. 27.  There are online communities for everyone ranging from mothers to football fans ◦ Many companies build online “brand communities”  Product and company rating websites communities are destination sites for purchasers ◦ (one of top 100 web sites),,, etc.  Consumer advocacy web sites give frustrated consumers a voice ◦ draws up to 1M visitors/day
  28. 28.  A blog can be a tree in the middle of a deep forest – or go viral as people search, Digg, etc.  Outrage spreads quicker than delight  A platform available to everyone (online)
  29. 29.  Facebook: Private posts stay among friends, fan page posts searchable in Google  Twitter: Tweets are searchable in Google  Blogs: Searchable everywhere  Consumer/rating sites: Searchable and explicitly looked for by buyers  What shows up when they search your name or product?
  30. 30.  Dedicate resources to tracking your “footprint” in social media  Have a formal response strategy  Integrate social media tools with your CRM environment ◦ Log and track issues and responses  Use social media proactively and not just reactively ◦ Facebook fan pages, Twitter, integrated support channels
  31. 31.  Thou shalt not blatantly promote thyself  Thou shalt engage your community  Thou shalt respond in real time  Covet not thy neighbor’s followers  Thou shalt remember everyone is listening
  32. 32.  Thou shalt offer things of value  Thou shalt keep things fresh  Do not use your brand’s name in vain  Thou shalt give your customers a spotlight  Thou shalt integrate social networking with your CRM systems
  33. 33.  Step 1: It’s a dialogue, stupid  Step 2: Listen more than you talk  Step 3: Make it right, but more so  Step 4: Get them talking
  34. 34.  Lose the officious prose  Social networks expect authentic, informal communications from real people – use the “Mom test”  If you use words like “policy,” “review,” “communications,” or “inquiry,” your social networking license is revoked!
  35. 35.  Acknowledge, acknowledge, acknowledge  Use the three “octane levels” ◦ Observation: “This was a big inconvenience for you” ◦ Validation: “No one wants a defective product” ◦ Identification: “We wouldn’t be satisfied with that ourselves”  Take the customer’s primary agenda and frame it – literally and figuratively
  36. 36.  In social networks, everyone is watching – so your response brands you  Show genuine remorse  Err on the side of overcompensation  Do not, do not, do not ever call out your customer: the saga of SWA and Kevin Smith
  37. 37.  Social networks make it easy to “like,” “share,” or “re- tweet” information to others  Think in terms of “who would forward this” ◦ A “wow” response ◦ Something of value ◦ Being interesting or unique  What kind of service experience gets spread around in any medium – social networking or not?
  38. 38.  You have to develop an engagement strategy for social media ◦ Much more than monitoring and metrics – consumers want a meaningful dialogue  It’s not about adding headcount – it’s about changing your service paradigm  Marketing typically “owns” social media at most companies – service needs to play too  We communicate differently in a social media world
  39. 39.  Twitter: @gallagherPOC  Facebook:  My blog:  My website:  E-mail: Thank you for attending!
  40. 40.  For two free chapters from Rich’s latest book How to Tell Anyone Anything, visit www.HowToTellAnyone
  41. 41. Questions? Follow Parature on