How Social Media changes Customer Service Tom Voirol http://voirol.com @voirol

Social media engagement strategy

Listen

Listen to blogs

Listen to blogs

Listen to Facebook, MySpace and the web in general

Listen to Twitter traffic

Listen through monitoring services

Use a Dashboard

Get to know your brand – brandtags.net

What do you listen for? Listen for Complaints Compliments Questions and problems From Customers Potential customers Fans Competitors Influencers In order to learn about Perception of your brand Pain points of your stakeholders Areas for improvement

Listen for

Complaints

Compliments

Questions and problems

From

Customers

Potential customers

Fans

Competitors

Influencers

In order to learn about

Perception of your brand

Pain points of your stakeholders

Areas for improvement

Respond

Authentic conversations

Offer help but don’t be pushy

Respond in the same medium

Respond from the top

Drive

Set up a customer service blog Relate stories from the trenches Admit to mistakes and announce improvements Ask for opinions Float ideas with your customers and fans

Relate stories from the trenches

Admit to mistakes and announce improvements

Ask for opinions

Float ideas with your customers and fans

How do you go about it? No different from the real world Authentic voices, real humans Empower staff How do we keep it in check? Scalability?

No different from the real world

Authentic voices, real humans

Empower staff

How do we keep it in check?

Scalability?

No different from the real world

Authentic voices, empower staff

Social media policy Intel: http://www.intel.com/sites/sitewide/en_US/social-media.htm Transparent, judicious, write what you know, perception is reality, it’s a conversation, are you adding value?, responsibility, create excitement, be a leader Telstra: http://www.nowwearetalking.com.au/opinion/blog-how-the-3rs-empower-telstra-staff-online-225 3Rs: Responsibility, Respect, Representation

Intel: http://www.intel.com/sites/sitewide/en_US/social-media.htm

Transparent, judicious, write what you know, perception is reality, it’s a conversation, are you adding value?, responsibility, create excitement, be a leader

Telstra: http://www.nowwearetalking.com.au/opinion/blog-how-the-3rs-empower-telstra-staff-online-225

3Rs: Responsibility, Respect, Representation

Scalability? Don’t just take it from the customer service budget, but also marketing and R&D If Telstra can do it, we can do it Help customers to help each other

Don’t just take it from the customer service budget, but also marketing and R&D

If Telstra can do it, we can do it

Help customers to help each other

Any other good examples then? Comcast: http://twitter.com/comcastcares Zappos: http://twitter.zappos.com/employees Commbank: http://twitter.com/ozdj Vodafone: http://twitter.com/VodafoneNews_AU

Comcast: http://twitter.com/comcastcares

Zappos: http://twitter.zappos.com/employees

Commbank: http://twitter.com/ozdj

Vodafone: http://twitter.com/VodafoneNews_AU

One take-away