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Customer Service and Reviews with Social Media

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Customer Service and Reviews with Social Media. Week 13 for PRL 408 at Utica College. Spring 2014.

Customer Service and Reviews with Social Media. Week 13 for PRL 408 at Utica College. Spring 2014.

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  • 1. Week #13 April 23, 2014 UticaCollege PRL 408: Social Media ThomasArmitage
  • 2.  Importance of customer service  Who's responsible  Tips for a good experience  Brands doing it right  Your experiences  Online reviews  Why are reviews important?  Where can someone leave a review?  How can you get reviews?  Tips
  • 3.  “Customer service is a fundamental activity for businesses participating in social media. Any time a business comes in contact with someone in social media, then there is an opportunity to raise interest, create desire and influence actions.” – Stuart Davidson
  • 4. (Smith, 2013)
  • 5. (Fell, 2013)
  • 6.  62% of brands are replying to questions and comments on social  57% of customers think a brand’s customer service should be the same on weekends  72% of customers said that they expect a response from a brand within an hour  24 hours average Facebook response time  11 hours averageTwitter response time (Mendenhall, 2014)
  • 7.  Answer quickly  Use the right tools (CRM?)  Have a separate account?  30% of top brands now have dedicated customer serviceTwitter accounts  Aim for single-contact resolution  Train your staff and have a plan in place  Be generous (Belosic, 2014)
  • 8.  Best Buy  Subway  Target  Walgreens  J.C. Penney (Stampler, 2012)
  • 9.  Supervalu  Cablevision  Publix  A&P  Shoprite (Stampler, 2012)
  • 10.  Throughout the semester, which brands responded and reacted to your tweets?  What are some brands you’ve seen who have done a good job at using social media as a customer service tool?
  • 11. (XXX, 2013)
  • 12.  2008: $21.4 million profit  2009: $6.9 million profit  2010: $900,000 profit  2011: $3.5 million loss (Romenesko, 2013)
  • 13. (Gesenhues, 2013)
  • 14.  90% of respondents said that positive online reviews influenced buying decisions  86% said buying decisions were influenced by negative online reviews  Word of mouth = trust  Short term: Sales  Long term: Reputation  Higher search rankings (Gesenhues, 2013)
  • 15.  Retailer website/e-commerce website  Google+ (formerly Google Local, Places)  Yelp  Facebook  LinkedIn  Angie’s List  Yahoo Local Listings (Eridon, 2012)
  • 16.  Local search is the easiest way to access reviews of local co
  • 17.  Why does the social team often get sucked into managing this?  How can you obtain reviews?
  • 18.  Create pages/profiles and/or built functionality into your ecommerce system  Good products/service  ASK!  Traditional  Email newsletter  Social media
  • 19.  Don’t offer incentives  Don’t create fake reviews  Make it easy for customers. Provide links.  Do it promptly since people are most likely to give you feedback right away  Reminder emails (Shotland, 2011)
  • 20.  Managing a Personal Brand, Job Searching via Social Media  To do:  Work on final paper  Read chapter 8 in the text  Read articles from #UticaCollegeSM and comment  Imgur presenter should be ready to present
  • 21.  Belosic, J. (2014, February 17). 5 ways to offer social customer service with Facebook. Social Media Examiner. Retrieved onApril 19, 2014 from http://www.socialmediaexaminer.com/social-customer-service-facebook/  Davidson, S. (2014, February 7). Using social media for customer service. stuartjdavidson.com. Retrieved on April 19, 2014 from http://stuartjdavidson.com/social-media-customer-service/  Eridon,C. (2012, October 23). 12 places businesses should be collecting online reviews. HubSpot Blog. Retrieved onApril 19, 2014 from http://blog.hubspot.com/blog/tabid/6307/bid/33741/12-Places-Businesses-Should-Be- Collecting-Online-Reviews.aspx  Fell, J. (2013, February 22). 4 quick tips for using social media for customer service. Retrieved on April 19, 2014 from http://www.entrepreneur.com/article/225912  Gesenhues, A. (2013, April 9). Survey: 90% of customers say buying decisions are influenced by online reviews. Marketing Land. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve- a-customer-service-issue-than-the-resolution-38756  Mendenhall, N. (2014, February 11). 10 reasons why you need to improve your social media customer service. Social MediaToday. Retrieved on April 19, 2014 from http://socialmediatoday.com/nate-mendenhall/2161881/10- reasons-why-you-need-improve-your-social-media-customer-service  Mouw, S. (2013, September 5). 4 steps to leveraging customer reviews online. Brand Driven Digital. Retrieved on April 19, 2014 from http://www.branddrivendigital.com/customer-reviews/  Romenesko, J. (2013, October 30). ‘Change is hard:’ Consumer Reports restructures to survive in the digital era. jimromenesko.com. Retrieved on April 19, 2014 from http://jimromenesko.com/2013/10/30/change-is-hard- consumer-reports-restructures-to-survive-in-the-digital-era/  Smith, B. (2013, May 9). Using social media as a customer service tool. Social MediaToday. Retrieved onApril 19, 2014 from http://socialmediatoday.com/brianna5mith/1373121/using-social-media-customer-service-tool- infographic  Shotland,A. (2011, September 12). 5 tips to get more online customer reviews. SearchEngineLand. Retrieved on April 19, 2014 from http://searchengineland.com/5-tips-to-get-more-online-customer-reviews-92311  Stampler, L. (2012, June 12).These are the bets (and worst) brands in social media for customer service. Business Insider. Retrieved on April 19, 2014 from http://www.businessinsider.com/these-companies-are-major-brands- that-are-the-best-and-worst-at-using-social-media-for-customer-service-2012-6

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