1. Using
Social
Media
for
Customer
Service

2.
Andrew
Bungert
Joe
Yeoman
Community
Managers
BigMarker

3. Consumers
today
are
empowered
• They
have
a
voice
on
public
forums
like
TwiAer
and
Facebook
• InformaDon
can
go
“viral”
very
easily
– Bad
experiences
more
likely
to
be
shared
than
good
ones.

4. How
Many
People
Are
Using
Social
Media?
1.19
billion
monthly
users
(10/30/13)
500
million
users
(10/3/13)
216
million
monthly
users
(5/20/13)
150
million
users
(9/8/13)
40
million
users
(9/5/13)
300
million
acDve
users
(1/26/13)
40
million
users
(8/20/13)

5. • 25%
of
enterprises
used
social
media
for
customer
service
in
2010,
expected
to
be
90%+
by
2020.
• Brands
have
improved
customer
service
response
rates
on
Facebook
from
5%
in
2011
to
62%
in
2013.

6. When
Customer
Service
is
Good
• 71%
of
consumers
who
experience
a
quick
response
likely
to
recommend,
compared
to
19%
who
receive
no
response.
• Customers
spend
20-­‐40%
more
with
company
who
respond
to
customer
service
requests
over
social
media.
• Advocates
drive
33%
more
sales
and
18%
more
traffic.

7. When
Customer
Service
is
Bad
• 36%
of
consumers
who
make
requests
over
social
media
report
their
issue
solved
quickly.
• 42%
of
consumers
expect
response
within
1
hour.
• 17%
of
consumers
will
leave
you
aaer
first
negaDve
experience,
and
85%
will
leave
aaer
three
strikes.
• 59%
will
switch
to
other
brands
if
they
perceive
them
as
having
beAer
service.

8. Rising
ExpectaDons
• Customers
didn’t
always
expect
customer
service
responses
online,
but
saw
as
a
plus.
• No
response
can
now
be
very
harmful
to
a
brand.

9. Unanswered
Complaints
• In
2011,
approximately
70%
of
complaints
to
brands
on
TwiAer
went
unanswered.
– It
is
esDmated
that
this
number
has
not
significantly
improved
since.

10. “If
you’re
not
engaging
customers
during
the
en7re
product
life
cycle
through
social
media,
you’re
missing
out.
Because
someone
else
will.”
-­‐
Dennis
Stoutenburgh
President,
ILD
Corp.

11. Mind
Your
Tone
• Generic
responses
have
become
unacceptable.
• Responses
must
be
personal,
empatheDc.
• The
“right”
tone
may
depend
on
your
brand.
– Humor
is
oaen
appreciated,
but
tread
lightly.

12. How
to
Go
About
It
1. Search
for
your
company
name
or
keywords
for
your
target.
– Helps
stay
alert
of
uprising
issues
and
new
leads.
2. Have
another
locaDon
to
direct
customers
to
so
you
can
beAer
serve
them.

13. 3. Respond
quickly.
– All
about
convenience
for
consumers,
who
love
brands
they
feel
listen
to
them.
4. Answer
every
possible
quesDon
you
can.
– Consumers
become
brand
loyal,
who
then
become
brand
ambassadors.

14. 5.
Be
specific.
– ‘We’re
sorry
to
hear
about
your
experience’
probably
won’t
go
far.
6. Fix
poor
service
of
the
past.
– Keep
complaints
from
going
viral.

15. 7. Update
consumers
on
improvements.
– Take
it
to
the
next
level
by
engaging
with
consumers
even
when
they’re
content.
8. Provide
real,
viable
soluDons.
– Be
prepared
to
idenDfy
the
issue
and
offer
a
realisDc
soluDon
to
that
customer.

16. 9. Show
appreciaDon.
– CelebraDng
your
customers
can
help
build
buzz.
10.
Be
proacDve.
– Don’t
wait
for
complaints,
be
thoughmul
and
keep
the
essence
of
the
brand
on
the
forefront.

17. Dell
• 2010:
Opened
social
media
command
center
to
all
employees,
regardless
of
job.
• 2011:
Trained
more
than
25,000
employees
in
“social
listening.”
– Who
now
monitor
thousands
of
company
social
menDons
in
mulDple
languages.

18. Domino’s
• Viral
video
harmed
brand
in
2009.
• Launched
campaign
to
analyze
public
opinion.
• Made
company-­‐wide
changes
(new
recipes,
reaching
out
on
social
media,
and
acknowledging
mistakes.)
• Saw
a
14%
increase
in
sales
immediately
aaer.

19. American
Airlines
• Turned
to
social
media
to
manage
the
crisis
of
a
system-­‐wide
near
shutdown
during
Superstorm
Sandy.
• Now
have
a
response
rate
of
94%,
are
rated
as
one
of
the
highest
U.S.
brands
in
“social
devoDon.”

20. Thank
You!
Feel
free
to
email
with
any
quesDons
at:
andrew.bungert@bigmarker.com.