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The Biggest Mistake Social Media Mistake You're Making; Ignoring Customer Feedback

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Consumers of any product or service have always had a voice, but now they can amplify their voice tremendously by using social media. Everyday millions of conversations are occurring online about brands, products, and services. Consumers are the ones mainly driving these conversations. They take to social media to give positive and negative reviews and ask questions directly to companies. Customers have been leaving feedback on social media for years, and still majority of companies have yet to recognize the value of the consumer’s opinion. In this presentation you will learn best practices on how to handle all types of social media customer feedback, reasons to embrace customer feedback and turn it into a powerful customer experience insight.

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The Biggest Mistake Social Media Mistake You're Making; Ignoring Customer Feedback

  1. 1. THE BIGGEST SOCIAL MEDIA MISTAKE YOU’RE MAKING; IGNORING CUSTOMER FEEDBACK It matters more than you think
  2. 2. ONE NEGATIVE CUSTOMER EXPERIENCE CAN HAVE A BIG IMPACT
  3. 3. SOCIAL MEDIA FEEDBACK ON THE RISE  Social media has drastically changed the way brands and consumers interact with one another. Customers are flocking to social media to leave feedback about their experience, express their opinions of a company, and ask questions.  More than ever a brand’s reputation is influenced by what consumers are saying about the brand. It is now essential that more time and resources are devoted to listening to and responding to customers online.  According to Nielsen’s latest Global Trust in Advertising report, online consumer reviews are already the second most trusted source of brand information and messaging, with 70 % of global consumers indicating they trust online reviews, an increase of 15 % in four years.
  4. 4. THESE CONVERSATIONS ARE GOING TO HAPPEN WHETHER YOU LIKE IT OR NOT. DON’T YOU WANT TO BE APART OF THEM?
  5. 5. WHAT IS CUSTOMER FEEDBACK  Customer feedback is a term that describes the process of obtaining a customer’s opinion about a business, product or service. It can come from surveys, online forums and social media. The vast amount of customer feedback nowadays is being found on social media networks.
  6. 6. WHY & WHERE CUSTOMERS LEAVE SOCIAL MEDIA FEEDABCK  71% of the consumers who leave complaints online do so after being disappointed by traditional customer service  The majority of social media customer complaints are left on Facebook Facebook 71% Twitter 17% G+ 6% IG 5% Edison Research
  7. 7. SOCIAL MEDIA FEEDBACK IS POWERFUL
  8. 8. 86% of consumers will abandon a business after one negative experience Consumers are twice as likely to share a negative experience than a positive one 80% of consumers research products online every week Responding to a social media complaint increases advocacy by 20% 24% of adults have posted comments or reviews online about the product or service they buy
  9. 9. LOOK AT SOCIAL MEDIA FEEDBACK AS AN OPPORTUNITY TO MAKE YOUR BUSINESS BETTER & STRONGER
  10. 10. BENEFITS OF SOCIAL MEDIA FEEDBACK  All social media feedback, good and bad, can help you better understand your products or services. The benefits of having customer feedback are many.  It informs product decisions and can help improve a product  Helps guide business strategy  Social media is your own focus group – insights in your hands with the click of a mouse  Responding to customer feedback shows that your company is listening and cares about customer concerns  Provides insights into what customers need and want to see in the future  Allows you to measure customer satisfaction – which can ultimately help with customer retention  Can identify and create brand advocates
  11. 11. SOCIAL MEDIA FEEDBACK BAD REACTION- CASE STUDY  British Airways came under fire for providing bad customer service when a customer paid for a promoted tweet, to voice how upset they were when the airline lost their father’s luggage.  This tweet was seen by over 76,000 users  British Airways did not respond the customer for over 8 hours
  12. 12. SOCIAL MEDIA FEEDBACK GOOD REACTION CASE STUDY  Zappos is known for its stellar 24/7 customer service support, they even have a dedicated Twitter support handle, @Zappos_Service.  They answer the majority of the questions they receive in a timely and friendly manner.  Their responses are crafted using personality and not a canned response.
  13. 13. IGNORING IS NOT THE ANSWER
  14. 14. BEST PRACTICES ON HOW TO HANDLE FEEDBACK  Establish a formal program for handling social media interactions, and staff it appropriately  Listen to both sides and don’t react with emotion  Never attack the customer who made the complaint  Be authentic and positive in all dialogue  Train the team that handles social media interactions  Do not ignore  Do not send out a generic/ canned response
  15. 15. BEST PRACTICES ON HOW TO HANDLE FEEDBACK - CONTINUED  Have someone monitoring social media activity over the weekend or set up automatic alerts to be sent to social media leads to inform them of a spike in conversations around the brand  Don’t be afraid to apologize, two of the most powerful words you can use online are, “I’m sorry.”  Respond in a timely manner  Respond publicly to the customer and then direct them offline  Make amends – ask the customer what it is you can do to make it right
  16. 16. CONCLUSION  Criticism is hard for any company to hear, but this type of feedback can lead to a better and more successful business.  Ignoring social media feedback is a missed learning opportunity.  When companies listen, consumers remember.  Social media feedback is powerful and it’s not going anywhere.  Embrace social feedback don’t ignore it!
  17. 17. “ENGAGING IN AN AUTHENTIC, MEANINGFUL CONVERSATION WITH CONSUMERS WILL BE THE KEY TO MARKETING SUCCESS AND GROWTH, EVEN IF THAT MEANS ACKNOWLEDGING NEGATIVE FEEDBACK; TRANSPARENCY IS PARAMOUNT.” – RON BLAKE
  18. 18. THANK YOU TWITTER: @JUST1JILLJ #DSUM15 Q&A
  19. 19. SOURCES  7 Takeaways From Social Media Marketing World 2015– Social Media Examiner  Examples Of The Good, The Bad & The Ugly Of Customer Service On Social Media! – Get Spokal  Does Customer Service Actually Work on Twitter? 5 Brands That Do It Well - HubSpot  5 Predictions About the Growing Power of Online Customer Reviews – Entrepreneur

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