The Social Customer Care Plan

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A comprehensive over view of how customer service, PR and marketing professionals can use incorporate social media into their customer care or over all marketing communications mix.

A comprehensive over view of how customer service, PR and marketing professionals can use incorporate social media into their customer care or over all marketing communications mix.

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  • 1. Yianni Garcia SOCIAL MEDIA STRATEGIST www.socialmediaguy.com NEW YORK 24.JUNE.2009 ILLUSTRATION: INTERNET MAPS BY CHRIS HARRISON
  • 2. INTRODUCTION: THE NEW SOCIAL CONSUMER erful Word of Mouth Most Pow ridge Ratings 2 007 survey from B Not surprisingly, a e among US found that the most trusted sourc family and consumers was their own friends, dicated that 2009, a TNS poll in acquaintances. In ll media was uste d source across a the number one tr by friends.” “recommendations Gays Lov e The Int Despite a ernet, No fondness t Ads homosex for being uals were social onli apathetic ne social net wo toward ad , 63% of positive a rking sites and a m vertising on ttitude. In ere 6% h Internet u addition, ad a sers repo 55% of ho rted read mosexua ing blogs l . ~ eMark eter Online 34 Million Moms found that A survey by Razo rfish and CafeMom mily, and from friends and fa Websites, referrals e most earc h engines were th information from s d to make a common source s online moms use n. purchasing decisio
  • 3. INTRODUCTION: THE NEW SOCIAL CONSUMER My Mom on Facebook… WTF?
  • 4. INTRODUCTION: THE NEW SOCIAL CONSUMER People, not Ads, Build Social Networks
  • 5. INTRODUCTION: THE NEW SOCIAL CONSUMER
  • 6. INTRODUCTION: THE NEW SOCIAL CONSUMER “WE ARE NOT IN THE BUSINESS OF SUPPORTING A MEDIA INDUSTRY, WE ARE IN THE BUSINESS OF CONNECTING WITH CUSTOMERS” - Trevor Edwards VP Global Brand & Category Management NIKE October 2007
  • 7. DEVELOPING YOUR PRESENCE: 4 STEP APPROACH 4 LISTEN ORCHESTRATE ACTIVATE GROW
  • 8. DEVELOPING YOUR PRESENCE: LISTEN LISTEN TO ME Be passionate about lis tening as much as you a Use listening tools to fin re about speaking. d where people might b by inputting search term e talking about you s your prospective comm in discussions that are p unity might use ertinent to your interests. note where these conv Start a database to ersations are happenin on who is out there in g, and to record info the space. Check out A Search to find existing lltop and Google Blog blogs on the topic. Subscribe. Comment. Keep you listening statio running all the time. n Work hard at knowing where and who is talking about you, you r competitors, those Topics that interest yo u. This is one of the Most important parts o f the platform. Credit: www.chrisbrogan.com
  • 9. DEVELOPING YOUR PRESENCE: LISTEN Building Your Listening Station Get a gmail account and log in to Google Reader. This will become your home base for listening GO to Google Blogsearch. Type in your query about your company, your competitor and the like Note the “subscribe links on the bottom left of the page. Right-click the RSS link, and select copy Go back to Google Reader, click Add Subscription, and select paste Repeat this for as many variations of searches you want for blogs Repeat process on Technorati & Twitter Search Fine tune your searches by seeing what inaccurate results come from your first attempts Sort through Reader. If you find a relevant mention, note it in your outreach sheet (where, who) Do something with what youʼre learning. Figure out the business value of the listening youʼre doing, and route it to the right places. Listening isnʼt for marketers. Itʼs for the organization. Itʼs for customer service, for product management, for the senior team, etc. Credit: www.chrisbrogan.com
  • 10. DEVELOPING YOUR PRESENCE: LISTEN CHEAT A LITTLE BIT IF YOU WANT
  • 11. DEVELOPING YOUR PRESENCE: LISTEN
  • 12. DEVELOPING YOUR PRESENCE: LISTEN
  • 13. DEVELOPING YOUR PRESENCE: LISTEN My first NYC apartment had bedbugs. I hated them and I twittered about the issue several times. Not only did my followers help me identify them but a mattress encasement company listened to my complaints and provided me with resources. I purchased $250 worth of mattress encasements.
  • 14. DEVELOPING YOUR PRESENCE: LISTEN After seeing an ad for the new Ben & Jerryʼs Flipped up cups I twittered about wanting to make a video of them. Ben & Jerryʼs listened and mailed me coupons to get free samples to make my video 
  • 15. DEVELOPING YOUR PRESENCE: ORCHESTRATE ORCHESTRATE
  • 16. DEVELOPING YOUR PRESENCE: ORCHESTRATE PASSPORT HOMEBASE OUTPOST Content by www.chrisbrogan.com
  • 17. DEVELOPING YOUR PRESENCE: ORCHESTRATE * wordpress.com – a blogging platform * flickr.com – a photo sharing site * gmail.com – for all Google Accounts * yahoo.com – for all Yahoo Accounts (including flickr above) * digg.com – a social news/recommendation site * stumbleupon.com – a social recommendation site * disqus.com – a commenting platform * delicious.com – a social bookmarking platform * blip.tv – a video hosting platform (see also viddler.com and vimeo.com) * twitter.com – a powerful social network (see more in outposts below) * facebook.com – a social network (see more in outposts below) * youtube.com – a video sharing site (see more in outposts below) * openid.org – a universal account (very useful) * brightkite.com – a location-based service) * yelp.com – especially pertinent to small and/or local businesses Content by www.chrisbrogan.com
  • 18. DEVELOPING YOUR PRESENCE: ORCHESTRATE
  • 19. DEVELOPING YOUR PRESENCE: ORCHESTRATE NO HOMEBASE SHOULD BE AN ISLAND
  • 20. DEVELOPING YOUR PRESENCE: ACTIVATE The New York Times article recommends readers type “Cubby Bernstein” into any search engine, and according to a Google report, readers are doing just that. Broadway.tv ACTIVATE
  • 21. DEVELOPING YOUR PRESENCE: ACTIVATE
  • 22. DEVELOPING YOUR PRESENCE: ACTIVATE - RESULTS
  • 23. DEVELOPING YOUR PRESENCE: GROW
  • 24. DEVELOPING YOUR PRESENCE: GOW THANK YOU socialmediaguy.com