Care about how to leverage 'Brands And Customer Care – The All New Social Media Hotline'. You will find this deck presented by Harshita Pande Joshi during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/

1. Digital Marketing Webinar
Brands And Customer Care – The All New Social
Media Hotline
April 24, 2015 | Harshita Pande Joshi (Social Media Strategist)
www.digitalvidya.com

2. Webinar:
Brands & Customer Care:
The all new social media hotline
24 April 2015 by Harshita Pande Joshi (Social Media Consultant, harshita.in)

3. The ‘Social’ Customer

4. He is the aware customer.

5. #FAIL

6. When do customers look to social media?
FRUSTRATION
NEED A QUICK SOLUTION
FED UP OF
CALLS/MAIL
S
HAVE HAD NO
RESPONSE FROM
OTHER CHANNELS
PUBLICLY VOICE THEIR ISSUE
SMEAR THE BRAND
NO TIME FOR
OTHER
METHODS

8. How to build the
best social CRM?

9. 1. KPI for social media customer care is only one:

10. Intelligent
Team
Efficient
Tools
Fast
Turnaround
Time
+ =
v
Happy
Customer

11. Set clear team roles:
Admin
Facebook
Cust Care
Rep
Twitter Cust
Care Rep
Data and
Sentiment
Analyst
Red Alert /
Crisis
Manager

12. Set clear team roles:
Weekend
Cust Care
Night
Cust Care
Social Media CRM is not a 9-5 job. It needs 24/7 attention.
An unresponded midnight query could have become a crisis by
morning.
Additional Team Members

13. Utilise the right listening tool for your team

14. 2. The team must understand the brand personality and tone.
When a brand has to respond to customers, on social media,
every response is being seen by all. Canned responses don’t
show sensitivity. Each response is like a brand’s statement and is
under constant public monitor.
The team members managing the account become the brand
spokespersons. Hence a clear brand personality is needed - a
character sketch, so the updates always talk and feel like the
brand talking. Is the brand funny? Is it serious? Is it polite? Is it
bold? Does it use slang, smileys, personal interactions? Or does it
stick to proper grammar? Does it acknowledge? Does it
apologise? Does it investigate?

15. FNB is a bank that has a purely user-centric Facebook page.

17. Ola Cabs response stirred positive brand image
Customer tweeted:
@Olacabs Being a Hindu i usually prefer Driver of Hindu
Faith Only , Particularly in Hyderabad.. pls Give us a
chance to Choose a Driver .

18. Ola Cabs response stirred positive brand image

19. 3. Customers HATE an incommunicado brand.

20. Respond to every single customer feedback.
Follow the 4 A’s for complaints.
ACKNOWLEDG
E
ACCEPT
APOLOGISE
ACT

21. Ola Cabs converted a negative customer to positive

22. Ola Cabs converted a negative customer to positive

23. British Airways’ customer’s smear campaign

24. 4. Wow the customer!
The customer is usually experiencing the problem as he/she
writes on social media. It is not a post mortem report, but a live
update of things going wrong. Or things going well.
By constant listening, the brand can pick and intervene to make
things better on the go. And enhance the customer experience.
Plus get a pat on the back for the effort on social media - free
word of mouth publicity.

25. Trident Hotel, Mumbai dished out a tweet request in 30 minutes.

26. In 30 mins, the query was heard, acted upon and ready
to be served to the guest. The guest has returned many
a time since and has been actively engaging on twitter.

27. 5. Avoid Crisis
Fight fire in time or it grows like wildfire. Listening helps just this.
Negative comments receive a lot of support on social media
quickly, by other dissatisfied customers. While dealing with
people, the brand must NOT sound arrogant, insensitive or
unconcerned. People are ready to forgive a mistake but they do
not accept insensitivity.
The team must have an emergency hotline with the CMO, COO,
CEO of the organisation, at all times. For in extreme conditions,
the brand response must come from the authority.

28. Social Listening Data

29. Flipkart

30. Airtel

31. Makemytrip

32. Organisations have in-house social media listening hubs
Dell, Cisco are some organisations, who have built their own
social media listening centres, where they:
- Listen and respond to customers (best response time is within 30
minutes)
- Listen to indirect mentions of the brand or its products
- Analyse patterns and feedback and use data for improvements
and innovations

33. Clemson Social Media Listening Centre
Clemson University established a Social Media Listening Centre
to teach students this niche analytics tool.

34. Clemson Social Media Listening Centre
Some projects include student teams listening to:
–Conversations among Millenials about an automobile brand to
help another student team create an advertising campaign for a
specific car.
–Conversations about emergency management issues to
determine patterns in conversations that may help law
enforcement deliver better services to citizens.

35. Q&A

36. Join upcoming
Digital Marketing Webinar live!
http://www.digitalvidya.com/
www.digitalvidya.com