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Social Media in Customer Service


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Andrew Hesselden from Viadeo talks about using social media for customer service

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Social Media in Customer Service

  1. 1. Social Media in Customer Service<br />Andrew Hesselden<br />Head of Member Communication<br />Viadeo<br />
  2. 2. Social Media in Customer Service<br />Social Media… and why you should be interested<br />Using Social Media for Customer Service<br />
  3. 3. About Viadeo<br />
  4. 4. Founded in June 2004, Viadeo quickly established itself as an essential tool for professionalnetworking in Europe and beyond.<br /> <br />Office Locations<br />Weemploy 200 peopleHQ in Paris<br />About Viadeo<br />
  5. 5. 25 million members worldwide<br />1 million new members /Month<br />150 million viewed pages/Month<br />100 000 connections/Day<br />From 20 people in a restaurant to…<br />
  6. 6. Leader in Europe and emerging countries25 million members and growing each day<br />Europe<br />5.7m<br />China<br />3.5m<br />North America<br />4m<br />India<br />1.5m<br />South America<br />8.5m<br />Other countries<br />1.8m <br />
  7. 7. What is Viadeo For?<br />
  8. 8. Social Media …and why you should be interested…<br />…Because your customers are<br />
  9. 9. The Web is finally becoming universal…<br />1.8 billion users worldwide. That’s 26% of humanity<br />75% of populations in Western countries & about 10% in Africa<br />(Source: Internet World Stats)<br />…and still, growth is amazing<br />Since 2000…<br />400% globally– 1500% in Africa – 900% in Latin America 550% in Asia and even 300% in Europe <br />
  10. 10. SOCIAL NETWORKING<br />is changing the web<br /><ul><li>Facebook
  11. 11. 400 million members
  12. 12. 5 billion minutes spent each day
  13. 13. Twitter
  14. 14. monthly growth up to 1400%
  15. 15. 180 million unique visitors May 2010
  16. 16. 50 million tweets per day — almost 60 per second</li></ul>v<br />2 out of 3 internet users are on social networks <br />4th most popular online activity (ahead of email) 10% of time spent on the web – and so on… <br />(Source: Nielsen)<br />
  17. 17. And it’s growing<br />
  18. 18. More popular than search engines<br />UK internet users now visit favorite social media channels more frequently than search engines, with 55% of all social media visits going to Facebook<br />The viralnature of social media is huge. Average Facebook user has between 120 and 130 friends on the social network.<br />
  19. 19. But it’s not just Facebook & Twitter<br />Users use different networks for different activities<br />Socialising<br />Business and Career<br />Photo & Video<br />Thematic<br />
  20. 20.
  21. 21. Harris Poll April 2010<br />34%of adults who use social media have used social media tools “as an outlet to rantor rave about a company, brand or product” <br />26% of those adults use social media to share their dissatisfactionwith a company, brand or product<br />23% of those adults use social media to share their feelings about the companies, brands and products they like<br />38%said that they aim to influence others when they express their preferences online<br />
  22. 22. CONTENT is no longer king<br />The <br />INDIVIDUAL is!<br />Their differences make the difference<br />The web is about sharing & engaging <br />
  23. 23. Companies need<br />to <br /><ul><li> 93% of social media users believe</li></ul>a company should have a presence<br />on Social Networks <br />(Source: Cone Inc.)<br />
  24. 24. Using Social Media for Customer Service<br />
  25. 25. Social Customer Service<br />To listen to your customers and ENGAGE with them<br />Find out how to improve your products<br />Discover new markets you didn’t know existed<br />To let your customers talk to each other….<br />…save time in the contact centre – why answer questions when your customers will do it for you?<br />…“Collaborative Self Service” - link to a Forum/FanPage/Group/Community?<br />…Imagine FAQs that write themselves<br />…Brand Ambassadors<br />…People trust word of mouth<br />
  26. 26. Social Customer Service<br />By 2013, at least 35% of customer service centres will integrate some form of community/social capabilities as a part of the contact centre solution<br />Gartner<br />
  27. 27. Twitter @viadeo<br />For PR, press releases and stuff like that (yawn, yawn… all companies do this stuff, but it has a place)<br />To LISTEN to our members and ENGAGE with them<br />To develop BRAND PERSONALITY – what words do you use? I or we? Fun or serious? Formal or informal? What suits your brand?<br />
  28. 28. Community Self Service <br />Our own Viadeo Forums and Facebook pages<br />Bloggers<br />Social Media Gurus<br />Accreditation<br />
  29. 29. Who does it well<br />Manchester Airport (@manairport)<br />Seesmic (@askseesmic)<br />
  30. 30. Ingredients Required…<br />The Basics<br />Some free tools<br />Twitter<br />Tweetdeck or Seesmic<br />CoTweet<br />Google Alerts<br />Social Mention<br />Someone (or a small team) who loves social media<br />If it becomes a chore, it’s impossible to engage warmly<br />And as a bonus…<br />Genuine buy in from “the Top” and commitment to communicate info internally<br />Employees that love your company<br />Some paid-for tools?<br />Eg Radian6<br />
  31. 31. Your brands…<br />
  32. 32. Here’s what <br /> they said…<br />
  33. 33. How to do it really, really badly<br />
  34. 34. BP<br />
  35. 35. Nestlé – Give the Orangutans a Break<br />
  36. 36. And when poor customer service comes back to bite you…<br />
  37. 37. United Airlines Breaks Guitars<br />
  38. 38. @andrewhesselden<br /><br /><br /><br />