Using Social Media for Customer Service - Montrose Area Chamber of Commerce, Montrose PA.

1. © 2015 The University of Scranton SBDC
Using Social Media
to Improve
Customer Service
Montrose, PA
Keith Yurgosky
Keith.yurgosky@scranton.edu

2. © 2015 The University of Scranton SBDC
About the SBDC
We are part of the non-profit Pennsylvania
Small Business Development Center
network and an accredited affiliate of the
national network of Small Business
Development Centers.

3. © 2015 The University of Scranton SBDC
SBDC consulting is offered at no charge,
thanks to funding and support from:
• The Commonwealth of Pennsylvania, Department
of Community and Economic Development
• The United States Small Business Administration
• Host Colleges and Universities – in our case, The
University of Scranton

4. © 2015 The University of Scranton SBDC
About Me
• SBDC 20+ years
• Accountant
• MBA Marketing
• Internet Business
• … and more !

5. © 2015 The University of Scranton SBDC

6. © 2015 The University of Scranton SBDC
I’m learning how to use #SocialMedia for
#CustomerService with @KYurgo of the
#Scranton #SBDC today in #Montrose PA

7. © 2015 The University of Scranton SBDC
Today’s Agenda
• What is Customer
Service
• Examples
• Discussion
• Listen
• Get Local
• Respond
• Engage

8. © 2015 The University of Scranton SBDC

9. © 2015 The University of Scranton SBDC
What is Marketing?
“Marketing is everything you do to get
your product/service in the hands of the
customer.”
“Internet Marketing is any marketing
activity conducted online through the use
of internet technologies (web, email, blog,
and/or social media).”
So?

10. © 2015 The University of Scranton SBDC
What is Customer Service?
All interactions between a customer and a
product (or service) provider at the time of
sale, and thereafter.
Customer service adds value to a product (or
service) and builds enduring relationship.
Customer Service is Marketing!!

11. © 2015 The University of Scranton SBDC
Old School
Give someone good service and they’ll tell a
friend. Give bad customer service and they’ll tell
five friends.
Today
Give someone bad service and they tell
thousands of friends.
Social Media is Word-of-Mouth on Steroids!!

12. © 2015 The University of Scranton SBDC

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Providing an excellent customer experience
is more important today than ever before, as
positive and negative word-of-mouth
spreads quickly through the social media.

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What First?

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How to Listen
Google Alerts, Social Mention,
• BrandWatch
• Sprout Social
• TweetDeck
• HootSuite
• Tagboard.com
One-stop shop to see mentions, messages,
& friend/follower activity!

17. © 2015 The University of Scranton SBDC

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What to Monitor?
• Your business name
• Your name
• Unique product & service names
• Names of people publicly associated with
your brand
• Competition
• Hashtags

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Mashable.com
Using #Hashtags

20. © 2015 The University of Scranton SBDC
A hashtag is a keyword or phrase preceded by the pound
sign (#), that people include in their social media posts.
It makes the content of your post accessible to all people
with similar interests, even if they’re not your followers or
fans.

21. © 2015 The University of Scranton SBDC
TagBoard.com

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Control the Message
• Yelp
• Google
• Bing
• Yahoo
• Etc.

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Facebook
• Live Chat with
Customers
• Respond to questions
• Update product info
• Be “friends” with your
customers

25. © 2015 The University of Scranton SBDC
Today most people use Social
Media sites to interact with
companies.
1 Billion+ Facebook users
You need to be interacting with
customers using Facebook !

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Generate Fan Interest
• Be Interactive
• Listen – Don’t try to control
the conversation
• Provide incentives
• Engage your
customers
• Have Fun!

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31. © 2015 The University of Scranton SBDC
Twitter
Twitter is a Social Networking and Micro-Blogging
service that allows its users to send and read other
users' updates (known as tweets), which are text-based
posts of up to 140 characters in length.
Our SBDC uses Twitter for:
• Sharing valuable business information
• Announcing new businesses
• Highlighting SBDC clients
• Promote SBDC training and other events

32. © 2015 The University of Scranton SBDC
So how can Twitter help ?
• Listen first!
• Use the Twitter Search to listen for your
business, competitors, or words that relate
to your industry
• Hashtag.org (#)
• Participate by asking questions
• Respond quickly

33. © 2015 The University of Scranton SBDC
Twitter
Customer Service uses include:
• Allows for direct contact with customers
• Announcing new products
• Reach a new customer base
• Answer questions in real time
• Allows for transparency
“ Twitter is instant messaging that the public can see”

34. © 2015 The University of Scranton SBDC
Most companies
are using Twitter for
customer service!

35. © 2015 The University of Scranton SBDC
Encourage all complaints to go to a
separate Customer Service Account.
Clear them from your active
advertising messages.

36. © 2015 The University of Scranton SBDC
Social Media should not be
your only means of
Customer Service.
When your audience believes
the only way they’ll get good
customer service is by airing
their grievances in public,
they’re only going to air them
publicly in the future.

37. © 2015 The University of Scranton SBDC

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Why Use YouTube?
• Assembly Instructions
• Tutorial Videos
• Customer Testimonials
• Video Response to Questions or Complaints
• Online Commercials

41. © 2015 The University of Scranton SBDC
YouTube Examples
• Tell a story ( Kid President )
• Make a tutorial video ( Bob Davies )
• Have Fun ! ( Will It Blend )
• Videos about Yourself ( King Crab Chicago )
• Testimonial Videos ( Dancers Shape )

42. © 2015 The University of Scranton SBDC
YouTube
• Create short (1 minute) small business tips
and/or How to Videos.
• Video response to Customer Questions.
• Personalize your customer service!

43. © 2015 The University of Scranton SBDC
Customer Testimonials

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How To Videos

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Assembly Instructions

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Crisis Management

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Commercials

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YouTube Rules for Business
• Keep it Short and Simple
• Don’t try to be Perfect (We love
amateurs)
Not everything works for every business!!

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Why Blog ?
• Share expertise
• Highlight your
accomplishments
• Be known as an expert
in your field
• Provide explanations

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Great Blogs
• http://thriftydecorchick.blogspot.com
• http://blog.johntunger.com
• http://stonecarvingdust.blogspot.com

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What’s New
• SnapChat
• Crowdfunding
• Google
Helpouts

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Crowd Funding
• Kickstarter.com
• GoFundMe.com
• indiegogo.com
JumpingCreekPottery
.com

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57. © 2015 The University of Scranton SBDC
Rules for Crowd Funding
• Have a plan
• Solicit support
before you go live
• Make it personal
• Stay engaged with
backers
• Consider your $
target
• Consider taking it
offline
• Excel at follow-up

58. © 2015 The University of Scranton SBDC

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Skype Support

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Respond

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OOPS 

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How to Respond ?

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Tips for Responding
• Learn to say “I’m sorry”
• How can I help you?
• Show other’s you are engaged and trying to
make things right.
• You can not please everyone!

67. © 2015 The University of Scranton SBDC

68. © 2015 The University of Scranton SBDC
Responding to Negative Comments
• Apologize Publicly
• Move client to private message to deal with
problem personally
• Be open & honest (transparency)
• Turn a Negative into a Positive
(Learn from your mistake)

69. © 2015 The University of Scranton SBDC

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Mary’s Rule
Treat people the way you want to be treated!

72. © 2015 The University of Scranton SBDC
How Do I Get Started ?
• Google Alerts
• TagBoard.com
• Facebook
• Twitter
• YouTube
• Instagram
• Video Chat – Skype – FaceTime - Hangouts

73. © 2015 The University of Scranton SBDC
Engage Your Customers
• Show your human side
• Don’t always be trying to sell
• Ask questions
• Stay informed (notifications)

74. © 2015 The University of Scranton SBDC
Rules of Engagement
• #mdstories
• #AskEmmert
• Get boss
involved
• Encourage
employees

75. © 2015 The University of Scranton SBDC
Getting the Boss Involved

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Other Sites
• LinkedIn.com
• Vine
• SnapChat
• Instagram
• Pinterest.com

77. © 2015 The University of Scranton SBDC
Moving Forward
• Develop a Plan
• Monitor
• Respond
• Engage Your Customers
• Think Mobile
• Don’t try to it all at once
• Don’t be afraid to ask for help!

78. © 2015 The University of Scranton SBDC
Questions?
www.ScrantonSBDC.com/CustomerService

79. © 2015 The University of Scranton SBDC
Thank you!
Keith Yurgosky
Keith.yurgosky@scranton.edu
Phone: (570) 941-7588
www.scrantonsbdc.com
http://scrantonsbdc.wordpress.com/
facebook.com/sbdcscranton
@scrantonsbdc