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Social Customer Service: Pubcon Las Vegas 2016 by Melissa Fach

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Tips on how to start setting up a social media plan for your business and the customer service tools provided by Twitter and Facebook

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Social Customer Service: Pubcon Las Vegas 2016 by Melissa Fach

  1. 1. BE HEROES AT SOCIAL CUSTOMER SERVICE
  2. 2. Melissa Fach @SEOAware Social & Community Manager for Pubcon • B.A. Psych & M.A. Mental Health • Consultant & Company Training • Writer • Cat Slave • Superman Fan
  3. 3. GOOD CUSTOMER SERVICE STARTS WITH PLANNING! WHAT ARE OUR COMPANY VALUES? @SEOAware CORE VALUES, BRANDING & CUSTOMER SERVICE
  4. 4. CORE VALUES @SEOAware WHO YOU ARE WHAT YOU BELIEVE IN WHAT YOUR COMPANY REPRESENTS HOW CUSTOMERS WILL BE TREATED
  5. 5. THEY DETERMINE EVERYTHING! HOW CUSTOMERS ARE TREATED. HOW EMPLOYEES BEHAVE. HOW DECISIONS ARE MADE. @SEOAware CORE VALUES
  6. 6. ARE A HUGE PART OF COMPANY BRANDING! WHO ARE YOU AND WHAT CAN PEOPLE EXPECT FROM YOU? IF THE CUSTOMER DOESN’T TRUST YOU, YOU HAVE NOTHING! @SEOAware CORE VALUES
  7. 7. TIP FROM FACEBOOK FOR MESSENGER @SEOAware
  8. 8. BRAND CONTINUITY IS CRITICAL!! CUSTOMER SATISFACTION REMAINS CONSISTENT. ENSURES CONSISTENCY FOR CURRENT & FUTURE EMPLOYEES. THERE ARE NO EXCUSES. WHY BOTHER? @SEOAware
  9. 9. ONLINE & OFFLINE CONSISTENCY
  10. 10. NO MATTER WHO IS RESPONDING! NO MATTER WHO IS WORKING! EVERYONE IS TREATED THE SAME! SEEMLESS SUPPORT @SEOAware
  11. 11. ONLINE & OFFLINE CUSTOMER SERVICE IS CONSISTENT! MOST IMPORTANT!!!!! @SEOAware
  12. 12. YOUR TEAM: BRAND GUARDIANS
  13. 13. HAS TO LIKE PEOPLE. “WHAT DO YOU THINK OF PEOPLE?” Interview Question TOLERANCE, SELF-CONTROL, & TEMPERAMENT. WRONG CHOICE COULD LEAD TO DISASTER. HIRING THE RIGHT PEOPLE @SEOAware
  14. 14. @SEOAware
  15. 15. THE JOB: HELP SOMEONE IN NEED
  16. 16. @SEOAware
  17. 17. CREATE PROTOCOLS & PROCEDURES @SEOAware • Crisis Management • Complaints • Trolls • User Error • Support / Help • Community Support • Questions • Requests • Suggestions • Billing
  18. 18. https://about.twitter.com/company TWITTER IS NOT DYING… @SEOAware
  19. 19. ‘When turned on, the filter can improve the quality of Tweets you see by using a variety of signals, such as account origin and behavior. …filters lower-quality content, like duplicate Tweets or content that appears to be automated, from your notifications and other parts of your Twitter experience…” http://bit.ly/TwitterQualitySetting AUG 18, 2016 – QUALITY FILTER @SEOAware
  20. 20. “Twitter Dashboard is a powerful tool to connect businesses with their fans, customers, and community.” Built-in social listening “Dashboard helps you get right to the Tweets that matter and engage more with your customers and community. Start by creating a custom feed to find out what’s being said about your business — not just the Tweets mentioning your account.” TWITTER DASHBOARD – SO EASY! @SEOAwarehttps://dashboard.twitter.com/
  21. 21. TWITTER DASHBOARD – NOTIFICATIONS FIRST @SEOAwarehttps://dashboard.twitter.com/
  22. 22. TWITTER DASHBOARD @SEOAwarehttps://dashboard.twitter.com/
  23. 23. TWITTER DASHBOARD – SCHEDULING @SEOAwarehttps://dashboard.twitter.com/
  24. 24. TWITTER DASHBOARD – ANALYTICS @SEOAwarehttps://dashboard.twitter.com/
  25. 25. “These features can be activated on a new Customer support settings page on the Twitter Dashboard website. All of them require a business to first enable the setting to receive Direct Messages from anyone.” http://bit.ly/availabilityhours TWITTER DASHBOARD – SET AVAILABILITY HOURS @SEOAware
  26. 26. “Businesses can display hours of availability on their profile to help set people’s expectations for when they are likely to reply. These businesses’ profiles will also display a more prominent button to start a Direct Message so people know the business offers support privately.” http://bit.ly/availabilityhours SET AVAILABILITY HOURS @SEOAware
  27. 27. “Businesses can now indicate that they provide support, which adds that information to suggestions when people search for a business, @mention a business in a Tweet, or find a business in Direct Messages.” http://bit.ly/availabilityhours SET AVAILABILITY HOURS @SEOAware
  28. 28. https://dashboard.twitter.com/i/settings/support TWITTER DASHBOARD AVAILABILITY HOURS @SEOAware
  29. 29. TWITTER DASHBOARD AVAILABILITY HOURS @SEOAware
  30. 30. https://dashboard.twitter.com/i/settings/support TWITTER DASHBOARD AVAILABILITY HOURS @SEOAware
  31. 31. TWITTER announced new customer service tools: “…many of our advertisers tell us that over 80% of their inbound social customer service requests happen on Twitter.” http://bit.ly/1KycJ7H FEB 18, 2016 @SEOAware FEB 18, 2016
  32. 32. http://bit.ly/1KycJ7H TWITTER CUSTOMER SERVICE @SEOAware
  33. 33. Using this new feature is easy. It requires that your Twitter account settings are set to “Receive Direct Messages from Anyone” Go to (Settings > Security and Privacy > Privacy), and that you include a link in your Tweet using the following format. https://twitter.com/messages/compose?recipient_id={your account’s numeric user ID} http://bit.ly/1Q0K32S HOW TO ADD IT TO A TWEET @SEOAware
  34. 34. To find your User ID all you need to do is navigate to the “Your Twitter data” section in Settings and your User ID will be located right below your @username. http://bit.ly/1Q0K32S FINDING YOUR USER ID @SEOAware
  35. 35. “We’re also announcing a new feature called Customer Feedback that enables people to privately share their opinions with a business after a service interaction.” http://bit.ly/1KycJ7H TWITTER CUSTOMER SERVICE FEEDBACK @SEOAware
  36. 36. http://bit.ly/1KycJ7H TWITTER CUSTOMER SERVICE FEEDBACK @SEOAware
  37. 37. • SpredFast • Sprinklr • Sprout Social • Sparkcentral TWITTER OFFICIAL PARTNERS @SEOAware • Conversocial • Hootsuite • Lithium • Salesforce
  38. 38. • Over one billion people visiting pages every month • 1 billion people on Messenger every month. • Mobile – instant gratification
  39. 39. @SEOAware
  40. 40. @SEOAware
  41. 41. http://bit.ly/1S9oWD5 Send private messages to a Page from local awareness ads @SEOAware
  42. 42. http://bit.ly/1S9oWD5 FACEBOOK – respond via private message @SEOAware
  43. 43. http://bit.ly/1S9oWD5 Facebook – responsive pages @SEOAware “Pages that respond to 90% of messages and have a median response time of less than five minutes will now have a “Very responsive to messages” badge on their profiles.”
  44. 44. FACEBOOK AWAY @SEOAware
  45. 45. http://bit.ly/1VfHaD8 FACEBOOK AWAY “A Page’s away status is visible on their Page, so people know the Page is unavailable to respond. When this new feature is enabled, messages the Page receives do not count toward the Page’s response rate.” @SEOAware
  46. 46. http://bit.ly/1VfHaD8 FACEBOOK AWAY @SEOAware “Page admins can now also set Away Messages and Instant Replies. Away Messages are replies to messages sent automatically when a Page is set to away and can be used to inform people about when to expect a response or where to find other information.”
  47. 47. http://bit.ly/1VfHaD8 FACEBOOK AWAY @SEOAware
  48. 48. http://bit.ly/1S9oWD5 FACEBOOK MANAGING MESSAGES Page admins can: • Create and save responses to common questions. • Pull up saved replies and send them in one tap –easy w/ mobile devices. • Have the option to edit saved responses before they send them. • Bulk options: archive, delete, flag and mark messages as read, unread and spam. @SEOAware
  49. 49. http://bit.ly/PubconFB FACEBOOK MESSENGER GREETINGS @SEOAware “Messenger Greetings are customizable notes from the business that appear in a new message thread before messages are sent.”
  50. 50. FACEBOOK MESSENGER GREETING OPTIONS @SEOAware
  51. 51. INSTANT REPLIES @SEOAware
  52. 52. WHERE TO FIND THIS – 2 WAYS @SEOAware CLICK HERE Settings then messages on a page or...
  53. 53. http://bit.ly/1qeVjn2 FACEBOOK – April 7, 2016 @SEOAware Usernames with @ symbol before it.
  54. 54. http://bit.ly/1qeVjn2 FACEBOOK MESSENGER CODES @SEOAware Messenger Links and Messenger Codes “Messenger Links use a Page’s username to create a short and memorable link (m.me/username) that, when clicked, opens a conversation with the business in Messenger. Messenger Codes work in the same way. They’re unique codes that people can scan in Messenger using the camera in their phones to open a thread with your business.”
  55. 55. FACEBOOK MESSENGER CODES @SEOAware
  56. 56. BEST PRACTICES VIA FB @SEOAware • Make sure that your Messenger Code is always on a white background Dark or textured backgrounds, make the Code harder to scan, as will textured, bent or curved surfaces. • Always test your Messenger Code in context before releasing the Code publicly. • When scanning a Messenger Code, make sure that they fill at least 50% of your phone's screen.
  57. 57. THINGS TO KEEP IN MIND @SEOAware • Customer service via social is here to stay. • Keep an eye on out for the new tools made available. • Choose teams carefully! • YOU ARE BEING WATCHED – WATCH WHAT YOU SAY
  58. 58. DON’T ENGAGE WITH TROLLS
  59. 59. @SEOAware TWITTER, FACEBOOK, INSTAGRAM BLOGS • https://blog.twitter.com • https://www.facebook.com/business/news • http://blog.business.instagram.com
  60. 60. @SEOAware MELISSA FACH Find this presentation at: www.slideshare.net/MelissaFach Find me at: • @SEOaware • linkedin.com/in/melissaseo • http://bit.ly/PubconFBgroup

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