Using Social Media to Enhance Customer Relations

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DJ Heckes, CEO of EXHIB-IT! Tradeshow Marketing Experts and FullBRAIN Marketing teaches us how to listen, learn and engage with our customers and enhance customer relations using social media.

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  • Video Length: 4:15
  • Also depends on what is your business objective for engagement. Big question Is if measuring engagement, why and what do you expect that engagement to do for you? Social engagement typically foals into three pillars Feedback = crowd sourcing ideas, innovation, marketing effectiveness, when you want to enhance customer experience. Decrease time to market for a new product or getting to market with a higher quality product or5 having better marketing effectiveness. Measurement or ROI in this space is very closely aligned with your business mission and if looking at general metrics, will not get to the ROI.Advocacy = true word of mouth around an issue, an idea product or service. Measure things around brand consideration and brand preference and this is where conversions and sales may come in.Support = when you have a peer to peer to peer support model where you have one customer helping another to figure out the best way to use your product or service and in the support model you want to measure cost deflection for example. This takes money out of the cost for providing support and you can totally socialize this function.
  • Participation is much more than just talking—that's what marketers and sales people have been doing for years. True participation is a mixture of:Listening to current customers, prospects, industry experts and other influencers in the market space and internalizing what you hear to improve your business.Speaking to the overall market conversation with quality, supportive and helpful content that people want to respond to, inquire about and pass on to others.Caring about what is being said about your products, your company, your competitors and your industry, but more importantly, caring about helping your customers and prospects fulfill their wants and needs.Sharing your experiences—positive and negative—and your insights as you grow your company and evolve your product lines.Building relationships with market conversation Influencers, Participants and Listeners based on the mutual interest of the consumer problems that need to be solved with product innovation.
  • The Seven Habits of Highly Effective People, author Stephen Covey describes the five levels of listening:  1. Ignoring, not really listening at all; 2. Pretending, “Yeah. Uh-huh. Right,” 3.Selective, hearing only certain parts of the conversation; 4.Attentive, paying attention and focusing energy on the words that are being said, and; 5.Empathetic, listening with the intent to understand.  Covey notes that when we listen, most of us listen at one of the first four levels; very few of us ever practice the highest level, Empathetic listening.How do you listen to customers to obtain actionable information? How do your listening methods vary for different customers, customer groups, or market segments? How do you use social media and Web-based technologies to listen to customers, as appropriate? How do your listening methods vary across the customer life cycle? How do you follow up with customers on the quality of products, customer support, and transactions to receive immediate and actionable feedback?
  • Back in the day, if you wanted support from a business, you had to go to where the business’s reps were. Be it via an 800 number, support forums, e-mail or chat, the business would set the rules about how quickly your inquiry was addressed.But with social media growing as a real-time support channel, the picture looks quite different these days. Customers are taking back control, and businesses increasingly have to assist onMake sure you are always listening, responding, creating value for your customers and really helping. Work with full and real-time information, get everyone on the same page internally, share information, and most importantly, strive to become customer-centric in social and traditional channels.Don’t forget those traditional channels — 800 numbers, e-mails and online chat are just as important. You need to be where the customer is, whether they are calling or tweeting, or both. The benefits of service vigilance in social media are tremendous, and not taking an active role can destroy your brand. Embrace social service, because it’s not going anywhere any time soon.
  • The Three Key QuestionsI am completely convinced that whoever “owns the voice of the customer” and uses that information to build an organizational culture of Extreme Customer Focus… will own the marketplace. The following list I want you to ask yourself three incredibly important questions:1 What can I do with this?2. How can I make this work for my business?3. What can I do right away? What is Extreme Customer Focus?The family restaurant that has bathrooms cleaner than yours at home, with fresh flowers, free diapers, handi-wipes, lotion and mints.The doctor’s office with a juice, coffee and fresh fruit while you wait (or better yet, that get’s you in on time, every time).The lawn care company that leaves a nicely arranged bouquet of fresh flowers from your yard every time they trim your plants.The upper-end restaurant that gives you a hand-written thank you card with your check.The drycleaner that simply sews on any missing buttons they find.The downtown business that offers to “feed the meter” while you shop.The restaurant that offers you a free dessert for taking 5 minutes to fill out an in-depth survey.Listening and learning from and about the customer has taken on new dimensions with the advent of wide-scale use of social media. This concept has been added to questions on how your organization listens to customers.
  • The Engagement MantraCustomer engagement constitutes a philosophy of brand marketing communications and customer interaction, emphasizing greater levels of collaboration in pre-sales and post-sales phases among buyers and sellers. The philosophy of customer engagement entails a primary sequence for marketing communications:Connect with the buyer or customer on an immediate, visceral level, evoking an experience Inform the buyer or customer. Often this means demonstrating the need for a new product, a better way of doing things as compared to competitors - experience of relief—a successful result of using a featured product or service.Entertain the buyer, using humorous, horrific, or seductive social situations; this reinforces deeper cultural narratives (shared expectations or beliefs) Share directs a call to action and encourages the buyer or customer to forward a link, instant message, or sms a friend or colleague regarding a new find: “You want to check this out!”
  • Start with Individual, Community, National and then Global.Businesses are increasingly adopting customer-focused processes to gain competitive advantage. But for building a business around customers, companies need to understand them. They need to engage in regular dialogue and conversations.
  • Category 3: Customer Focus ■This category has been redesigned to enhance the flow of logic and incorporate the use of social media as a mechanism for listening to customers. 10 Things That Will Make Your Social Media Campaign a Success:Listen, Listen. Listen. Just like any relationship, listening is more important than anything. Respond. It’s a two way street with you voicing your opinion and your customers voicing their’s. Contribute. Don’t be the person that shows up to the birthday party without a present. If you’re having conversations with your target audience, then it will be easy to discover what contribution your consumers want you to make. If all else fails, just ask them. Open the Dialog. By making statements for or against issues, you will open your conversation to more than just your existing consumer pool. Educate. People are hungry for knowledge. How are you offering it to them? Encourage. Creating an area of inspiration and genuine encouragement not only helps your customers live a better life, but gives you an opportunity to associate those positive feelings with your company. Be human. With social media, your customers are your friends and colleagues. Treat them that way. Acknowledge. Congratulate them. Honor them. Positivity is contagious. Stay Transparent. Honesty is and always will be the best policy. If your enthusiasm is genuine, then it will become contagious and spread to everyone that comes into contact with you. Listen. Listen. Listen. Listening is the most important thing in any relationship.
  • You know we listen all the time don't we? We keep telling companies to do it, but sometimes we just leave it at that.  Or even worse, we don't get specific. Some great Facebook apps we use to listen and monitor:wwwPlacewidget.com – Set up a foursquare tab for your Facebook pagesBranch Out – career networking on FacebookSlide Share - I will post this slide share in FB and in LinkedIn from this event to have you go in and view.Networked Blogs – brings your Blogs to your Facebook pagetwentyfeet.com –Twentyfeet.com is a website that will send you your social media stats for all of the social media sites you are signed up for. Simply sign up on the site, import your accounts and within 24 hours you will receive your first report via email. Twentyfeet currently supports Facebook, twitter, Myspace, Google Analytics, Youtube. They are working on adding LinkedIn. Your first Twitter and Facebook accounts are free. After a 30 day free trial – all other accounts at $2.49 a year per account.HooteSuite: A social media monitoring tool within your browser. Import you social media account to track and view all accounts at the same time. Seesmic and Tweet Deck: A downloadable program where you can import your social media accounts and monitor and track your accounts.
  • Comcast Cares – Customer Service Through Twitter. Enter Frank Eliason. Frank is the person behind the Twitter account Comcastcares. To date, Frank has sent 4,000 public updates to his twitter account, each under 140 characters. He answers questions as well as he can and sometimes forwards information to his office for direct follow-up. Frank Eliason has been called Comcast’s Twitter Man in Bloomberg Business Week in 2009 - & is referred to as the most famous customer service manager in the U.S., possibly in the world. Ten months ago, Eliason, whose official title is director of digital care, came up with the idea of using Twitter to interact with customers of Comcast (CMCSA), the mammoth provider of cable TV, Internet, and phone services for whom he has worked for a year and a half. In 2010 I found an article that said Eliason at Comcast focuses on human connections, transparency and honesty. As a matter of fact, the Comcast social media policy includes 3 simple principles: Be nice -- Be honest and transparent -- Don’t share proprietary informationMonitoring social media allows Comcast to be proactive with its service, but it also gives the company an opportunity to identify problems and fix them before they become monolithic customer disasters and costs thousands and in some cases millions of dollars.
  • In an article dated March 8, 2011, IBM wrote an article titled Social Media Customer Service Management and stated The world is changing and becoming more…Instrumented – smartphone shipment will out page PCs by 2012 – GartnerInterconnected – Social networking accounts for 22% of all online timeSome of their social business goals:Social Business Goals. Drive Client Loyalty. Reach new customers. Provide proactive support. Crowdsource Innovation. Develop and retain top talent. Recruiting talent.Impact of Social Software Adoption at IBM.  (These numbers are for the people inside the internal social network.)Improved customer satisfaction 42% // Increased sales 60%Increased sense of belonging 65% // Improved personal reputation 65%Increased productivity 74% //Reused assets 77%Shared knowledge with others 84% // Your employees and partners become the voice of IBM.
  • Finding and Handling Customer Feedback, Sentiment and ComplaintsGoogle Alerts: The best thing about Google Alerts is it’s free. Google Alerts can be used to monitor both legitimate customer feedback and competitors muddying the waters through dishonest practices. Monitoring mentions of your brand name is the first step towards recognizing when your irritated customers are negatively affecting your online rep. Set an alert that either monitors your brand name, negative keywords (for example Company nameComplaints or Co. Name Issues, etc. etc.) or any other keywords you think would help bring issues to your attention through daily or weekly email updates. Google Alerts should be used to measure positive feedback about your website as well. It’s all about understanding the conversations going on about your brand in the online space, while trying to turn negative customer feedback into a positive experience.
  • ALTHOUGH… IN OUR NEW “WORLD” OF BRANDING, STARBUCKS WILL PROBABLY BECOME THE MOST RECOGNIZED BRAND OF THIS CENTURY.Starbucks has a small social media team with only six people, and yet Starbucks obtained the highest engagement score – 127 in 11 channels – among the top 100 brands. This is all the more impressive because as a bricks-and-mortar store with thousands of physical outlets, Starbucks beat out advanced media and technology brands. Starbucks says they live in the physical world with thousands of natural touch points, so when they laid out the vision for their social strategy, it felt like home for the brand. “It’s about the relationships we form with our customers, not marketing.”The first channel Starbucks launched was MyStarbucksIdea.com, where people submit , comment on, anAs Starbucks became more comfortable with social technologies, they realized that each channel is different and required developing different facets of the relationship with their audience and vote for their favorite ideas. Contrast that to Twitter.com/starbuckswhereone person responds to inquiries, such as replacement blades for coffee grinders, or even questions from baristas about changes in the menu. With 250,000+ followers, Starbucks uses Twitter as an “in the moment” channel to deliver timely customer
  • Just as important as it is to engage your customers is to react to negative comments online and react quickly. If there is a complaint or negative comment you received in an alert set up in social media, react INSTANTLY.
  • (2) Listening to Potential customers How do you listen to former customers, potential customers, and customers of competitors to obtain actionable information and to obtain feedback on your products, customer support, and transactions, as appropriate? Engage your targets on their terms with social media marketing.Social media marketing is different from traditional marketing in that with social media your brand is affected whether you are involved in the conversation or not. For this reason, social media has created new levels of transparency that can quickly amplify — positively or negatively — all aspects of your company’s marketing and communications. Today’s businesses are faced with a big challenge: to capture and retain the attention of consumers who are constantly on-the-go and becoming increasingly aware of their control over the way they receive and interact with your marketing messages. Societal changes mean that today’s consumer, otherwise known as the hyper-interactive travel consumer, is communicating 24/7 via social networks and mobile devices. This behavior is forcing a complete channel convergence called the Customer Engagement Channel.The Customer Engagement Channel demands a completely new distribution and marketing approach in order to meet the demands of today’s consumer. Consumers must be convinced that your channel is theirs and that they are in full control of the content they receive and consume. They must also feel control over if, when and how they engage with your brand.
  • Lagging sales at Domino's inspired the company to get involved with social media. According to DailyFinance.com, the effort breathed new life into Domino's, more than doubling the company's profits, and increasing revenue by 8.1%. What made the campaign successful? They listened! They recognized and capitalized on the basic human desire that everyone wants to be heard and to feel like their opinion matters and built an entire campaign around it. They tracked things like nation-wide service ratings, taste preferences, and customer complaints and suggestions. They didn't bury them, they didn't cover their ears, they publicly listened and embraced what they heard, made changes to their product, and then incorporated the fact that they listened into the new marketing message.In March 2010, Dominos humbly admitted that its product was "lacking" and its pizza crust tasted like "cardboard,“Eating Crow: A Risky Campaign worked for Dominos!Any time a company broadcasts that its customers think its core product is "mass-produced, bland and boring," it's a risky move. But Domino's somehow managed to use its humility to its advantage.
  • Video Length: 4:21Here is the Problem That Dominos Faced from its Customers.
  • Video Length: 4:34This is how Dominos Handled Their Customer Feedback issue.There are five personal Domino Visits to some of the focus group people, but we will only cover 1-2 today.1. ClaudiaCarlosSaulAdrienneMarc
  • Zappos has set the bar for social media customer service. They focus on making authentic connections via social media rather than hard selling products. Because meeting the customer’s needs is the goal the staff will spend time helping a customer find an item they don’t carry. While they won’t be making money off of the sale, they are building valuable customer appreciation and trust. Zappos recognizes that the web gives everyone a voice, through social media and blogs. Zappos treats every interaction as an opportunity not to make a sale but to shine a positive light on the brand. Social media customer service has become a combination of troubleshooting, engagement and building community. Like traditional methods of customer service, some companies are better at it than others. Here are a few companies that have nailed their social media customer service 
  • Pottery Barn is a good example of taking what could have been a very negative social media experience and turning it into a positive one. A customer, Jennifer Hellum, sought customer service after the glass top on a table she purchases shattered in the extreme Arizona heat. Jennifer called the customer service line and the store where she purchased the table to no avail. A few weeks later she posted photos to the Pottery Barn Facebook fan page. Within 30 minutes she had a call from a customer relations rep who worked with her to find a new tabletop and reimbursed her for it.  Besides Facebook, Pottery Barn is also very active on YouTube. Posting videos on how tos for party planners, designer profiles and featured products. Pottery Barn is able to engage customers beyond the purchase by offering advice and giving the story behind the products. 
  • Click on your Facebook Insights Tab and view your Monthly Active Users and see the activity on your FB Page. Better than this, use TwentyFeet.com as it push communicates every metric to your email inbox. You can try it for free for the first 30 days then they will charge you a nominal monthly fee, but if you are a savvy FB user, this is well worth the dashboard glance to report how many new connections, activities, etc.Check out the Demographics Info. Interesting here on my FB Page as the demographics are pretty even. In actuality overall in FB , women use FB much more than men and higher rate to women.Study the Page Views and Mentions on your FB Page.
  • Go to the Profile Stats and view your connections and View the Stats
  • You can go to your Twitter Metrics to see valuable information yourself OR even better you can go to Twoolr.com to have the stats push communicated to your email inbox, which to me is more valuable.It sends me an email with detailed stats FREE.
  • Try these free apps too.
  • Google Alerts = www.google.com/alertsYahoo Alerts: alerts.yahoo.comTechnorati Alerts = www.technorati.com/watchlist - Powerful Social media Seawrchenging watches for your terms and updates youRSS Feed Subscriptions to Search results Technorati, Feedster, Yahoo & Google News, Blog PulseSocial Media tags: tabbulb.com, tagfetch.com, keotag.comNotes: No company wants to experience a situation like Kryptonite locks so what can businesses do? Here are three fundamental concepts to master when dealing with search engine reputation management: Monitor, Optimize and Engage. What to monitor? (Brands; Products; Company; Key Executives) Include modifiers: “sucks” “scam” “kudos”Types of content to monitor include: News Search, Social Media/Tags, Standard Search Results, Blogs and Forums.Where to Monitor: Google Alerts – google.com/alerts // Yahoo Alerts – alerts.yahoo.com // RSS feed subscriptions to search results Technorati, Feedster, Yahoo & Google News, BlogPulseSocial Media via tags: tagbulb.com, tagfetch.com, keotag.comOptimizing is most effective as a preventive measure rather than a reactive measure. However, reactive optimization for displacing negative search results is what most online reputation management services focus on. It leaves the company chasing after the various dissenters and does not put the brand in a position of control.Treat the SymptomsCompanies that want to protect their brand visibility on the web would do well to make optimizing their brand content a best practice. Engage – Address the Cause
  • A great FREE App to find Realtime News. This will help you develop influences and information to tweet about. Only issue is it is only tied to Twitter.
  • I like this app. It is addictomatic.comYou can enter in a hot topic and find out all the buzz related to that topic in Buzz, Twitter World, Bing News, YouTube, Google Blog Search, Flickr, Truveo Video Search, WordPress, Wikio, Twingly Blog Search, Ask.Com News, Blinkx Mainstream Vid News, FriendFeed and Yahoo Web Search.
  • Her is what it looked like when I put in my own Name. All my info pulled up from all the sources we have info at with my name.
  • Another great FREE App. You can search for real time social media searches and analysis information. I typed in Full BRAIN Marketing awhile ago and it tells you your sentiment %, Passion %, Reach % along with Top keywords, Top Users, Top Hashtags, Sources from where your info gets posted to, etc.
  • Tweet #Social Up to talk about this presentation if you liked it and what you learned.
  • Using Social Media to Enhance Customer Relations

    1. 1. [<br />Presented by:<br />DJ Heckes, CEO & Founder, Studio-e<br />Lucy Rosen, President, SmartMarketing Communications<br />Presented by:<br />DJ Heckes, CEO & Founder, EXHIB-IT! and Studio-e<br />
    2. 2. Social Media <br />Revolution<br />YouTube video created by Socialnomics<br />• It’s here • It’s real • It’s big • It’s powerful<br />
    3. 3.
    4. 4. Interaction<br />“I’m 48. I don’t understand<br /> this Social Media stuff.”<br />• Similar to a business cocktail<br /> reception<br />• Without constraints<br /> of time or space<br />
    5. 5. Social Media <br />Sites<br />
    6. 6. A Plan for Clear <br />Communication<br />Questions<br />• What do I want to accomplish?<br />• Where do I want to go?<br />• Why do I want to go there?<br />
    7. 7. Where are our<br /> Customers? <br />Our Customers are communicating with <br />us through a number of different online <br />channels. <br />Using these tools allows us to:<br /><ul><li>Reach a broader audience
    8. 8. Communicate directly with our Customers in the formats they prefer
    9. 9. Stay on top of communication technology
    10. 10. React Promptly to Customer Issues</li></ul>“CHANNEL OWNERS”<br />
    11. 11. #1. How to Listen to the Voice of Potential and Existing Customers<br />
    12. 12. Customer Listening Listening to Current customers <br />
    13. 13. Social Media <br />Most Popular Avenues<br />Join Social Media Sites that <br />Matter toYOUandYOURBusiness!<br />
    14. 14. #2. How to Develop a Customer Focused Culture<br />
    15. 15.
    16. 16. Examples of Developing a Customer Focused Culture.Annapurna’s World Vegetarian Café<br />
    17. 17. #3. How to Become a Customer Focused Company to Engage Your Customers<br />
    18. 18.
    19. 19. Apps = Applications<br />Apps Enhance User’s<br />Online Experience<br />
    20. 20.
    21. 21.  Best Global Brands -- Top 100 Brands in 2010: IBM #2<br />
    22. 22. Best Global Brands -- Top 100 Brands in 2010: Google #4<br />
    23. 23. Best Global Brands – Top 100 in 2009 –Starbucks #1Best Practices Used by Starbucks<br />
    24. 24. 4. What about the Engagement that Comes From the Customer Interaction?<br />
    25. 25. Listening to Potential & Existing Customers <br />
    26. 26. Case Studies:Dominos<br />
    27. 27. Domino's® Pizza Turnaround<br />
    28. 28. Domino's® Pizza At the Door of Our Harshest Critics<br />
    29. 29. Zappos.com<br />
    30. 30. Pottery Barn<br />
    31. 31. #5. How to Use Metrics to Analyze the Data<br />Social Media<br /> Metrics<br />Measuring for Success<br /><ul><li>Facebook Insights
    32. 32. LinkedIn Views
    33. 33. Twitter</li></li></ul><li>Social Media<br /> Metrics<br />Making Sense of Facebook Insights<br />
    34. 34. Social Media <br />Metrics <br />Getting to Know LinkedIn’s New Profile Stats<br />
    35. 35. Social Media <br />Metrics<br />Finding the Twitter Statistics Site<br />
    36. 36. TwitterAnalyzer.com<br />Twitter Metrics<br />TweetStats.com<br />TwitterCounter.com<br />
    37. 37. #6: How to Manage Your Online <br /> Reputation and Online Brand<br />
    38. 38. How to listen – Start with setting up Alerts<br />
    39. 39. 3 FREE Social Media<br /> Monitoring Tools<br />1. Twazzup<br />
    40. 40. 3 FREE Social Media<br /> Monitoring Tools<br />2. Addict-o-matic<br />
    41. 41. 3 FREE Social Media<br /> Monitoring Tools<br />1. Twazzup.<br />
    42. 42. 3 FREE Social Media<br /> Monitoring Tools<br />3. SocialMention<br />
    43. 43. Wrap Up<br /><ul><li> Using apps on Facebook help to enhance your fans’ experience, and keeps them coming back for more.
    44. 44. Designing your Facebook & Twitter Pages to match your brand will help you stand out and help with your overall brand recognition.
    45. 45. Create content that is educational and valuable to your fans.
    46. 46. Don’t be afraid to include your FANS in the process. INTERACTION is KEY.
    47. 47. Stay up to date on your social media metrics and tailor your posts to what your fans want.</li></li></ul><li>Contact: DJ Heckes, CEO & Author (Full BRAIN Marketing)<br />EXHIB-IT! Tradeshow Marketing Experts<br />Tel: 505.828.0574 Cell: 505.440.1878Email: ceo@exhib-it.com<br />Web: www.EXHIB-IT.com<br />

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