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An overview presentation on using social media as a customer service channel. Presented at the ASMI two-day session on Customer Engagement Marketing (Jan. 29, 2010).
An overview presentation on using social media as a customer service channel. Presented at the ASMI two-day session on Customer Engagement Marketing (Jan. 29, 2010).
“… companies that are both
deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference.” pg. 6 www.ENGAGEMENTdb.com
Starbucks Q3’09 Earnings Call Transcript
July 21, 2009 Howard Schultz: “We were just named the number one brand in a new social media engagement report.” “The key here is that we are connecting directly with our loyal customers who will be driving our future growth.”
BRANDWEEK: How are you taking
this online chatter and translating it to ROI for the brand? “We certainly look at a few things.” • Emotional connections • Human connections • Adds to the bottom line business Alexandra Wheeler digital strategy director, Starbucks source | Brandweek, August 1, 2009
“It isn’t a marketing initiative.
It isn’t a PR initiative. It’s cultivating and creating great consumer value and great customer relationships.” Alexandra Wheeler digital strategy director, Starbucks source | Brandweek, August 1, 2009
17% of time spent on
the Internet is on Social Media websites source | Rubicon Consulting study (Oct. 2009)
Fortune 100 Companies… 54% have
a Twitter presence 32% maintain a Blog 29% are on Facebook source | Burson-Marsteller & Digital Media Study (June 2009)
ONE TWO THREE Explaining Great
Remarkable how a Customer and Product or Service or Entertaining Service Experience Stuff Works source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
“When you hit a wrong
note, it’s the next note that makes it good or bad.” MILES DAVIS
“Most of the social media
engagement has been responding, listening, and connecting with fans, which is important because it builds loyalty.” Porter Gale VP Marketing, Virgin America
What’s happening? 80% of tweets
are from Meformers. Postings about insignificant doings. What’s happening? 20% of tweets are from Informers. Those who share informational news, incl. links source | Rutgers University study (Oct. 2009)
What’s happening? The typical Meformer
has 61 friends and 43 followers. What’s happening? The typical Informer has 131 friends and 112 followers. source | Rutgers University study (Oct. 2009)
69% of businesses on Twitter
post at least 4 times per week source | Burson-Marsteller & Digital Media Study (June 2009)
“We’ve tried all the off-the-shelf
monitoring applications. None work as well as the free tools.” Daniel Sundin Intranet Manager, PETCO source | WOMMA Brands Council Webinar (Oct. 2009)
Broken Windows Theory Higher crime
rates occur in cities when broken windows are left unrepaired because people will conclude no one cares enough to fix them.
Broken Windows Theory Broken windows
are visible signs to customers that a business doesn’t care, that it is poorly managed, and that it inadequately deals with little details.
SIX Social Media as a
customer service channel can become a great employee recruiting tool
“No one visits a website’s
home page anymore — they walk in the back door, to the page Google sent them to.” Seth Godin Meatball Sundae (2007)
“By participating in the blogging
conversation, Sun is able to communicate its corporate culture to not only customers, but also to current and future employees.” Jonathan Schwartz ceo, Sun Microsystems