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Using Social Media for Customer Support


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Social media is a huge part of the lives of consumers today, and many businesses have taken to sites like Twitter and Facebook for digital marketing purposes.

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But it's important to remember that one of the most vital aspects to any successful business is customer service. In this presentation, we'll look at some easy ways to use social media networks to your advantage, and how to use them to create a positive, personal relationship with your customers.

Published in: Social Media, Business, Education
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Using Social Media for Customer Support

  1. 1. Using  Social  Media  for     Customer  Service  
  2. 2.                Andrew  Bungert        Joe  Yeoman                                                                                                                          Community  Managers                BigMarker                                                        
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 20. Thank  You!     Feel  free  to  email  with  any  quesDons  at: