Servicio al cliente: El arte de escuchar y el compromiso mediante medios de comunicación social (Customer Service, The Art of Listening and Engagement Through Social Media).
Brian Solís habla del servicio al cliente como el nuevo marketing, donde se hace necesario tener una mayor participación en los Social media con el fin de facilitar la comunicación. Pero, para ello, es necesario establecer estrategias que permitan que los clientes se vuelvan evangelizadores de la marca. El cómo hacerlo es la respuesta que pretende dar este libro.
This document discusses the importance of engagement marketing for B2B companies. Engagement marketing involves developing two-way dialogues between organizations and their markets to build brand value, customer loyalty, and drive revenue. It allows companies to participate in conversations occurring in the marketplace and treat customers as partners. While many marketers recognize the importance of customer engagement, few have defined engagement strategies. The document argues that engagement marketing will become increasingly important for B2B companies to remain competitive by listening to customers and turning them into brand advocates.
This document discusses how social media can be used effectively for B2B marketing. It begins by explaining why social media matters for B2B, noting that B2B buyers now use social media to research purchases. It then provides guidelines for companies to start using social media, including planning a strategy, researching where customers are online, and setting engagement guidelines. The document also provides examples of how companies can use social media for objectives like product launches, lead generation, and brand building. It emphasizes that B2B marketers must engage in conversations online and provide value to customers through high-quality, consistent content.
This document outlines 10 top marketing trends for physical security technology businesses in 2009. It discusses focusing marketing efforts on existing customer databases, using virtual events like webinars, incorporating social media, using content marketing, marketing automation, following up on inquiries, the decline of print advertising, sales optimization, installed base marketing, and green initiatives. It advocates for a shift from traditional one-way marketing to more participatory social media engagement and emphasizes video and online communities to facilitate conversations around industry needs and solutions.
Insights Success has curated a list of “The 10 Most Creative PR Agencies in 2018” which are excelling their provision of best in class PR solutions and playing a vital role in the success of various organization.
Maximizing Brand Commitment, By John Paulson, CEO, G2 USAG2 USA
G2 USA has transformed from its origins over a decade ago as the marketing services division of Grey Advertising. It is now a full-service brand activation agency comprised of expertise in various areas including branding, data analytics, experiential marketing, interactive, media, promotional, and relationship marketing. The document discusses how G2 maximizes brand commitment for clients by understanding it must be earned through integrated brand experiences across touchpoints. It emphasizes the importance of collaboration between its teams and an entrepreneurial spirit to continue evolving its services to meet changing client and market needs.
Social media marketing presentation at #fusionmex by Olivier Blanchard - @the...i-SCOOP
Keynote covering intelligent use, planning and integration of social media marketing in the enteprise, given by Olivier Blanchard (@thebrandbuilder) at Fusion Marketing Experience (#fusionmex) Brussels on March 23, 2011.
This document discusses how marketing must become more pervasive throughout companies in order to truly engage customers in today's environment. It argues that everyone in a company is now responsible for marketing, so companies need to establish accountability. The marketing organization needs to stimulate dialogue across the company to design, build, operate, and renew cutting-edge customer engagement approaches. Examples are provided of companies that have distributed marketing tasks, formed councils to coordinate activities, and partnered more closely with customers and vendors.
This document discusses the importance of engagement marketing for B2B companies. Engagement marketing involves developing two-way dialogues between organizations and their markets to build brand value, customer loyalty, and drive revenue. It allows companies to participate in conversations occurring in the marketplace and treat customers as partners. While many marketers recognize the importance of customer engagement, few have defined engagement strategies. The document argues that engagement marketing will become increasingly important for B2B companies to remain competitive by listening to customers and turning them into brand advocates.
This document discusses how social media can be used effectively for B2B marketing. It begins by explaining why social media matters for B2B, noting that B2B buyers now use social media to research purchases. It then provides guidelines for companies to start using social media, including planning a strategy, researching where customers are online, and setting engagement guidelines. The document also provides examples of how companies can use social media for objectives like product launches, lead generation, and brand building. It emphasizes that B2B marketers must engage in conversations online and provide value to customers through high-quality, consistent content.
This document outlines 10 top marketing trends for physical security technology businesses in 2009. It discusses focusing marketing efforts on existing customer databases, using virtual events like webinars, incorporating social media, using content marketing, marketing automation, following up on inquiries, the decline of print advertising, sales optimization, installed base marketing, and green initiatives. It advocates for a shift from traditional one-way marketing to more participatory social media engagement and emphasizes video and online communities to facilitate conversations around industry needs and solutions.
Insights Success has curated a list of “The 10 Most Creative PR Agencies in 2018” which are excelling their provision of best in class PR solutions and playing a vital role in the success of various organization.
Maximizing Brand Commitment, By John Paulson, CEO, G2 USAG2 USA
G2 USA has transformed from its origins over a decade ago as the marketing services division of Grey Advertising. It is now a full-service brand activation agency comprised of expertise in various areas including branding, data analytics, experiential marketing, interactive, media, promotional, and relationship marketing. The document discusses how G2 maximizes brand commitment for clients by understanding it must be earned through integrated brand experiences across touchpoints. It emphasizes the importance of collaboration between its teams and an entrepreneurial spirit to continue evolving its services to meet changing client and market needs.
Social media marketing presentation at #fusionmex by Olivier Blanchard - @the...i-SCOOP
Keynote covering intelligent use, planning and integration of social media marketing in the enteprise, given by Olivier Blanchard (@thebrandbuilder) at Fusion Marketing Experience (#fusionmex) Brussels on March 23, 2011.
This document discusses how marketing must become more pervasive throughout companies in order to truly engage customers in today's environment. It argues that everyone in a company is now responsible for marketing, so companies need to establish accountability. The marketing organization needs to stimulate dialogue across the company to design, build, operate, and renew cutting-edge customer engagement approaches. Examples are provided of companies that have distributed marketing tasks, formed councils to coordinate activities, and partnered more closely with customers and vendors.
This document discusses social SEO and cross-channel marketing. It outlines four questions for businesses to assess their social SEO readiness: 1) Are they on message? 2) Are they synchronized? 3) Are they converting existing social media leads? 4) How do individual contributors answer social requests? The document emphasizes that business has always been social and technology now enables greater engagement. It states social SEO strategy is about coordinating conversations across channels to drive awareness and conversions.
This document provides an overview of lead nurturing strategies for B2B marketers. It defines lead nurturing as building relationships with qualified prospects regardless of their readiness to purchase, with the goal of earning their business when they are ready. Most new leads are not yet sales-ready, so lead nurturing aims to maintain contact and provide relevant information to prospects throughout their buying journey. Done effectively, lead nurturing can increase sales opportunities and conversions compared to not nurturing leads. The guide offers basic and advanced nurturing tactics and worksheets to help marketers implement successful nurturing programs.
The document discusses how cold calling is no longer an effective prospecting strategy due to changes in how buyers research and evaluate suppliers online before engaging with salespeople. It outlines how buyers now extensively use search engines, social media, industry discussions and anonymous research to learn about companies and find solutions before speaking to sales reps. The document argues salespeople need an online presence where buyers can find them, and that salespeople should listen to buyers online, engage appropriately in online discussions, and establish themselves as credible experts and resources in order to have opportunities to engage with buyers when they are ready to purchase.
Digital marketing is essential to the
success of every business today, which
means the opportunities for talented
and diligent people are growing fast.
This eBook will help you navigate with
the basics of the digital marketing
industry and what it takes to launch a
career in the field.
You’re probably very familiar with
both traditional marketing and digital
marketing, but just to set the stage,
traditional marketing falls under
billboards, print (think magazine or
newspaper ads), television and radio commercials
Voice of customer part 1 using voice of customer insights to drive your crm s...Vivastream
The document summarizes a presentation on achieving true customer engagement through a 5-step voice of customer (VOC) driven relationship marketing process. It discusses conducting VOC research to understand customer priorities and expectations. It then outlines the 5 steps: 1) using VOC to drive relationship strategies, 2) creating opt-in databases with customer profiles, 3) deploying multichannel marketing per customer preferences, 4) delivering strong customer service, and 5) increasing the power of online experiences. Case studies show companies achieving double-digit increases in results through this process.
The screen on the average BlackBerry measures just 60mm across. Yet for many of today’s B2B buyers, this is the main source they have for information about the products and services they will buy in the coming year. More than this, it is also the main way that they will engage in the various communities that influence their buying decisions. It’s not surprising then that B2B marketers should be wrestling with how to make the most of mobile social media.
The phenomenal success of social networks can be transferred directly to mobile, enabling customers and prospects around the clock access to an array of social networking services.
Consumers and professionals alike can now engage with brands, collaborate in real time and stay informed from any location at any time using web-ready devices optimised for social interaction.
I can already see business owners discussing how wrong of a statement this headline is. The owner is the visionary and their role is paramount to the business. Right?
I am no stranger to being the person behind driving a business. But there was once a question my mother asked me when I was studying business at College – it seemed somewhat of a simple one…
Peer-Powered Marketing: Relevance, Trust, and CollaborationPear_advertising
1) Sponsorship marketing involves brands sponsoring events, communities, or causes that are relevant to their target consumers. This builds trust and positive associations with the brand.
2) Peer-powered marketing connects consumer organizations to businesses through a sponsorship platform. It allows both parties to benefit by focusing on the consumer rather than the brand.
3) Case studies show that sponsorship marketing can increase brand awareness and preference when it provides value to consumers through relevant content and experiences. This builds long-term trust and engagement between brands and customers.
Social Media Marketing Made Simple - ExhibitCraft presents Constant Contact 9...Exhibit Craft
Keeping in touch is the most important element to building relationships that sustain and grow a business. To build brand awareness, trade show marketing and social media marketing go hand in hand. Social media has changed the playing field for reaching the masses, as well as giving them a way to respond.
Join us and learn how to build strong relationships that will lead to more business and growth through the social media marketing!
The document discusses how social media marketing has become essential for businesses to reach consumers. It notes that nearly all consumers now search for businesses online and expect companies to have a strong web and social media presence. Social media allows companies to directly interact with customers, tailor ads based on user interests, and gain valuable feedback that improves marketing strategies. While negative feedback is possible, social media overall helps create loyal customers and brand awareness if used strategically by businesses.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
Venture For America Listen To The CustomerLewis Goldman
This document discusses listening to customers and understanding their needs. It outlines different methods for identifying the target customer and their pain points, including informal surveys, focus groups, and quantitative research tools like Survey Monkey. Case studies from companies like 1800Flowers.com and Solvate are presented that show how focusing on customer feedback through market research led to business successes by better addressing customer needs and pain points. A variety of market research tools are also introduced.
This document outlines techniques for improving customer service through attentive listening. It discusses how listening is an important skill for library paraprofessionals and the benefits of listening, such as improving relationships and reducing stress. However, listening can be difficult due to distractions and multi-tasking. The document provides steps for better listening, including giving the speaker full attention and paraphrasing to understand them. It explains how listening can help customers feel respected and heard by addressing their underlying needs for empathy and respect. Role-playing examples demonstrate how to redirect complaints and say no through empathetic listening.
The document discusses the importance of listening skills. It notes that students spend 45% of their day listening, more than any other activity. Effective listening is key to communication, as it prevents misunderstandings and breakdowns. Some barriers to listening include selective listening and psychological barriers. The document provides tips for improving listening, such as understanding its complexities, focusing on the speaker, and avoiding distractions. Overall, it emphasizes that listening is a vital skill.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document provides guidance on how to teach listening skills. It discusses the importance of developing bottom-up and top-down listening approaches. It also outlines various pre-, while-, and post-listening activities teachers can use, including activating schemata, note-taking, dictation, and discussion. The goal is to help students understand the main ideas, specific details, and inferences from what they hear.
This document provides information on customer service best practices. It discusses why customers quit (68% due to indifference of employees), what angry customers want (to feel listened to, respected, and assured of action), the responsibilities of complaints handlers (updating records and following up), and qualities of good service technicians (being on time, cleaning up, and following up). The overall message is on the importance of caring for customers and addressing their needs and complaints to retain their business.
Five Fun Activities to Build Listening Skillsallisg43
Can listening activities be fun and motivating? These slides look at listening in the EFL classroom and outline five fun and easy-to-use activities to help EFL learners build listening skills in an enjoyable and exciting way. Material from the e-future texts Listen Up and Listen Up Plus are used in the slides.
These slides are from a presentation delivered at KOTESOL in Seoul on October 12th, 2013.
The document discusses listening skills and effective listening. It defines listening as an active process that requires attention and is different from merely hearing. Effective listening involves analyzing, organizing, interpreting sounds and messages. Basic communication skills are learned in the order of listening, speaking, reading, and writing. Real listening involves hearing, understanding, and judging what is said. Barriers to effective listening include physical, physiological, psychological factors and the speaker. Tips for being a good listener include giving full attention, focusing the mind, letting the speaker finish, and asking questions.
This document discusses social SEO and cross-channel marketing. It outlines four questions for businesses to assess their social SEO readiness: 1) Are they on message? 2) Are they synchronized? 3) Are they converting existing social media leads? 4) How do individual contributors answer social requests? The document emphasizes that business has always been social and technology now enables greater engagement. It states social SEO strategy is about coordinating conversations across channels to drive awareness and conversions.
This document provides an overview of lead nurturing strategies for B2B marketers. It defines lead nurturing as building relationships with qualified prospects regardless of their readiness to purchase, with the goal of earning their business when they are ready. Most new leads are not yet sales-ready, so lead nurturing aims to maintain contact and provide relevant information to prospects throughout their buying journey. Done effectively, lead nurturing can increase sales opportunities and conversions compared to not nurturing leads. The guide offers basic and advanced nurturing tactics and worksheets to help marketers implement successful nurturing programs.
The document discusses how cold calling is no longer an effective prospecting strategy due to changes in how buyers research and evaluate suppliers online before engaging with salespeople. It outlines how buyers now extensively use search engines, social media, industry discussions and anonymous research to learn about companies and find solutions before speaking to sales reps. The document argues salespeople need an online presence where buyers can find them, and that salespeople should listen to buyers online, engage appropriately in online discussions, and establish themselves as credible experts and resources in order to have opportunities to engage with buyers when they are ready to purchase.
Digital marketing is essential to the
success of every business today, which
means the opportunities for talented
and diligent people are growing fast.
This eBook will help you navigate with
the basics of the digital marketing
industry and what it takes to launch a
career in the field.
You’re probably very familiar with
both traditional marketing and digital
marketing, but just to set the stage,
traditional marketing falls under
billboards, print (think magazine or
newspaper ads), television and radio commercials
Voice of customer part 1 using voice of customer insights to drive your crm s...Vivastream
The document summarizes a presentation on achieving true customer engagement through a 5-step voice of customer (VOC) driven relationship marketing process. It discusses conducting VOC research to understand customer priorities and expectations. It then outlines the 5 steps: 1) using VOC to drive relationship strategies, 2) creating opt-in databases with customer profiles, 3) deploying multichannel marketing per customer preferences, 4) delivering strong customer service, and 5) increasing the power of online experiences. Case studies show companies achieving double-digit increases in results through this process.
The screen on the average BlackBerry measures just 60mm across. Yet for many of today’s B2B buyers, this is the main source they have for information about the products and services they will buy in the coming year. More than this, it is also the main way that they will engage in the various communities that influence their buying decisions. It’s not surprising then that B2B marketers should be wrestling with how to make the most of mobile social media.
The phenomenal success of social networks can be transferred directly to mobile, enabling customers and prospects around the clock access to an array of social networking services.
Consumers and professionals alike can now engage with brands, collaborate in real time and stay informed from any location at any time using web-ready devices optimised for social interaction.
I can already see business owners discussing how wrong of a statement this headline is. The owner is the visionary and their role is paramount to the business. Right?
I am no stranger to being the person behind driving a business. But there was once a question my mother asked me when I was studying business at College – it seemed somewhat of a simple one…
Peer-Powered Marketing: Relevance, Trust, and CollaborationPear_advertising
1) Sponsorship marketing involves brands sponsoring events, communities, or causes that are relevant to their target consumers. This builds trust and positive associations with the brand.
2) Peer-powered marketing connects consumer organizations to businesses through a sponsorship platform. It allows both parties to benefit by focusing on the consumer rather than the brand.
3) Case studies show that sponsorship marketing can increase brand awareness and preference when it provides value to consumers through relevant content and experiences. This builds long-term trust and engagement between brands and customers.
Social Media Marketing Made Simple - ExhibitCraft presents Constant Contact 9...Exhibit Craft
Keeping in touch is the most important element to building relationships that sustain and grow a business. To build brand awareness, trade show marketing and social media marketing go hand in hand. Social media has changed the playing field for reaching the masses, as well as giving them a way to respond.
Join us and learn how to build strong relationships that will lead to more business and growth through the social media marketing!
The document discusses how social media marketing has become essential for businesses to reach consumers. It notes that nearly all consumers now search for businesses online and expect companies to have a strong web and social media presence. Social media allows companies to directly interact with customers, tailor ads based on user interests, and gain valuable feedback that improves marketing strategies. While negative feedback is possible, social media overall helps create loyal customers and brand awareness if used strategically by businesses.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
Venture For America Listen To The CustomerLewis Goldman
This document discusses listening to customers and understanding their needs. It outlines different methods for identifying the target customer and their pain points, including informal surveys, focus groups, and quantitative research tools like Survey Monkey. Case studies from companies like 1800Flowers.com and Solvate are presented that show how focusing on customer feedback through market research led to business successes by better addressing customer needs and pain points. A variety of market research tools are also introduced.
This document outlines techniques for improving customer service through attentive listening. It discusses how listening is an important skill for library paraprofessionals and the benefits of listening, such as improving relationships and reducing stress. However, listening can be difficult due to distractions and multi-tasking. The document provides steps for better listening, including giving the speaker full attention and paraphrasing to understand them. It explains how listening can help customers feel respected and heard by addressing their underlying needs for empathy and respect. Role-playing examples demonstrate how to redirect complaints and say no through empathetic listening.
The document discusses the importance of listening skills. It notes that students spend 45% of their day listening, more than any other activity. Effective listening is key to communication, as it prevents misunderstandings and breakdowns. Some barriers to listening include selective listening and psychological barriers. The document provides tips for improving listening, such as understanding its complexities, focusing on the speaker, and avoiding distractions. Overall, it emphasizes that listening is a vital skill.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document provides guidance on how to teach listening skills. It discusses the importance of developing bottom-up and top-down listening approaches. It also outlines various pre-, while-, and post-listening activities teachers can use, including activating schemata, note-taking, dictation, and discussion. The goal is to help students understand the main ideas, specific details, and inferences from what they hear.
This document provides information on customer service best practices. It discusses why customers quit (68% due to indifference of employees), what angry customers want (to feel listened to, respected, and assured of action), the responsibilities of complaints handlers (updating records and following up), and qualities of good service technicians (being on time, cleaning up, and following up). The overall message is on the importance of caring for customers and addressing their needs and complaints to retain their business.
Five Fun Activities to Build Listening Skillsallisg43
Can listening activities be fun and motivating? These slides look at listening in the EFL classroom and outline five fun and easy-to-use activities to help EFL learners build listening skills in an enjoyable and exciting way. Material from the e-future texts Listen Up and Listen Up Plus are used in the slides.
These slides are from a presentation delivered at KOTESOL in Seoul on October 12th, 2013.
The document discusses listening skills and effective listening. It defines listening as an active process that requires attention and is different from merely hearing. Effective listening involves analyzing, organizing, interpreting sounds and messages. Basic communication skills are learned in the order of listening, speaking, reading, and writing. Real listening involves hearing, understanding, and judging what is said. Barriers to effective listening include physical, physiological, psychological factors and the speaker. Tips for being a good listener include giving full attention, focusing the mind, letting the speaker finish, and asking questions.
Customer Service PowerPoint PPT Content Modern SampleAndrew Schwartz
163 slides include: understanding the basics of effective customer service, knowing customer wants and expectations, the 4 steps to super service, what to say and addressing excuses, implementing a program and examining behaviors, 7 practical steps to customer service, performance standards and quality, looking to the future, Q& A's, increasing customer satisfaction, the top ten customer complaints, the five most common customer requests, 4 steps to super service, how to's and more.
A quick slideshow to enforce some of the basics of giving good customer service in a call center. I made a few modifications to it so I hope this one is better liked. :)
ReadySetPresent (Customer Service PowerPoint Presentation Content): 100+ PowerPoint presentation content slides. Knowing what your customer wants and needs is the number one factor to excellent customer service. Only by improving one’s customer service can your business develop. Customer Service PowerPoint Presentation Content slides include topics such as: understanding the basics of effective customer service, knowing customer wants and expectations, the 4 steps to super service, 10+ slides on what to say and addressing excuses, 10+ slides on implementing a program and examining behaviors, 7 practical steps to customer service, 30 slides on performance standards and quality, looking to the future, Q& A’s, 5 slides on increasing customer satisfaction, the top ten customer complaints, the five most common customer requests, 4 steps to super service, how to's and more!
This document provides a training program on customer service. It discusses the importance of customer service, what customers expect, and how to provide excellent service through effective communication. The training covers topics such as understanding customers, developing a positive attitude, maintaining ethics, and using courtesy. It emphasizes that customer service is key to continued business success through higher profits, satisfaction, and repeat customers. The training aims to equip participants with the skills and mindset to consistently deliver exceptional customer experiences.
Useful Social Media Top 10 Articles on Social Media Evolution for 2013Hayley Dunn
The evolutions of social media – This 39 page briefing looks specifically at how your role in social media will change in 2013. They go into detail on how you can analyse the impact of social media, capture data for an improved future business strategy and the power of better social customer service.
If social media best practice is of interest then check out 2013 Corporate Social Media Summit in NYC.
Back for its 4th year now, it is even better and bigger than ever. Develop your social media strategy that elevates you beyond your competition – learn from the very best including Southwest Airlines, Dell and McDonald’s. Plus you will hear from 8 global CMOs from companies such as MasterCard, Sears and Hertz on corporate strategy and where social fits in the marketing pie. Join THE social media event of the year with a corporate audience. Save 20% with SLIDE20
Check it out here http://bit.ly/UAjTsy
Social media for b2b marketing-from Asuthosh Nair & Jaspreet SidhuWaily ARAUJO
1) The document discusses how social media is important for B2B marketing as over 90% of B2B buyers are using social media to research purchases. Social media allows direct engagement with customers and prospects to build relationships.
2) Some benefits of social media for B2B discussed include expanding reach to find new leads, demonstrating thought leadership, and facilitating faster sales cycles through education and building trust.
3) The document provides guidance on starting a social media marketing campaign, including developing a social media strategy aligned with overall marketing goals, researching which platforms fit your goals best, and getting organizational buy-in to participate actively on social media.
B2B Marketing: 5 Outstanding Ways to Leverage Social Media in a B2B Setting b...Julie Bevacqua
Julie Bevacqua shares tools to brand yourself as a market leader, such as Social Connector and Jigsaw, and social media platforms such as LinkedIn and Plaxo.
This document describes Simon Mainwaring's book and social branding blueprint on how to become a contagious social brand. The book was a bestseller on several lists. The blueprint teaches companies how to tell their story in a way that inspires employees and customers to promote the brand through effective digital and social media strategies. It provides an easy to follow 8-module program and menu of strategies. Testimonials praise how the training has helped companies rapidly grow their brands and businesses.
Max Collins is the founder of Social Media Business Boosters (SMBB), Australia's first social media marketing franchise. SMBB has experienced rapid growth since its founding in 2011, now having a network of franchisees across Australia and plans for international expansion. Collins discusses how SMBB provides structure, training, and results to its clients in social media marketing, which has become a critical channel for businesses. The franchise continues to grow its network of franchisees to expand its services and better serve multi-location clients.
This presentation discusses the shift from traditional PR 1.0 to newer PR 2.0 strategies using social media. PR 2.0 allows direct communication with customers through social platforms to build relationships, gather feedback, and respond to issues. It provides examples of how politicians like Narendra Modi have used social media influence voters. The role of social media in PR 2.0 is to target passionate audiences cost-effectively through viral sharing that improves customer lifetime value. PR professionals must now be communication specialists, relationship builders, and understand all communication channels including social media.
The document discusses how perceptions of social media in B2B marketing have changed rapidly in just over a year. It notes that while there was initially confusion and skepticism around the value of social media for B2B, most B2B marketers have now come to accept the need for an integrated social media strategy. However, objections still exist around issues like measurability and ROI. The document argues that traditional media like magazines and trade shows also lacked accurate measurements, and that social media provides a relatively inexpensive way for B2B companies to reach customers as traditional options decline in effectiveness. It stresses that social media should add value through meaningful content rather than just advertisements.
In the Social Business Journal Volume 1, eighteen thought leaders share their insights on key topics on the road to social business success. Sign up to receive Volume 2 on the last slide. Enjoy!
The document discusses how social media is important for B2B marketing. It notes that customers now spend less than 25% of their time on traditional marketing channels like TV and print. The rise of blogs, tweets, and social media engagement provides new opportunities for B2B brands to interact directly with customers. The document outlines several reasons why social media is particularly well-suited for B2B marketing, including allowing for high-touch customer relationships, expanding a company's reach in smaller B2B markets, and facilitating knowledge sharing during long sales cycles. It emphasizes that successful B2B brands on social media go beyond just having a presence and actively engage with customers.
Welcome to the world of Social Media. Where conversations, interactions and
consumer-generated content get mashed up into a heady mix that\'s
potentially marketing elixir. Remember the days when we heard of new
brands and products through either word-of-mouth, press reviews or
advertising? Now, take all these, add loads of opportunities for strong
customer relationships, and what you have is social media. In fact, over 90%
of B2B buyers are already using Social Media tools, often to research and
execute purchases.
Presentation to Forres business community on the use of Facebook, Twitter, Foursquare and QR codes and how it can help promoting their business and destination
Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
Social media allows for interaction and discussion between people on common topics of interest, like reviews of local businesses. It functions like personal recommendations from trusted sources on a large scale. However, social media requires maintenance to remain credible and effective at engaging customers and providing them with valuable information, otherwise they will find a new provider. Ready Power Market uses various social media tools like blogs, newsletters and its website to educate customers and keep marketing impressions.
Social media allows for interaction and discussion between people on common topics of interest, like reviews of local businesses. It functions like personal recommendations from trusted sources on a large scale. For automotive repair shops, social media is an important tool to educate customers and maintain visibility. It has many components that need attention to build credibility and engagement over time.
This document discusses how social media can be effectively utilized by businesses. It notes that social media plugs into all business functions, not just marketing, and outlines various ways social media can help businesses, including sales, customer support, human resources, public relations, and customer loyalty. The document provides 10 rules for using social media, such as having a plan, focusing on business goals not just metrics, and using social media to become a better company. It emphasizes defining objectives and targets for social media use based on business goals.
Social Customer Service: The Pivotal Driver of the Social EnterpriseLiveops
Customer Service is now driving the voice of the customer (VOC) cross-functional collaboration and that integration and use of VOC data makes all departments more effective and efficient.
This document summarizes a presentation about activating customer engagement and advocacy through online communities. It discusses how customer expectations have changed in the digital age and that customers now have power in the buying process. It emphasizes understanding customer conversations throughout their journey and creating engaging online communities where customers can help each other. When companies provide value to customers and facilitate customer-to-customer conversations in these communities, it can create strong advocacy and loyalty through what is called the "Community Effect."
Social Selling tips by Top Social Selling Thought LeadersJill Sida
This document provides tips and strategies for using social media effectively for sales and relationship building. It discusses how social selling has evolved with changes in technology and buyer behavior. Prospecting through social media and nurturing relationships online is presented as an important strategy for sales professionals. Building influence, expertise, and trust in one's industry community on social networks like LinkedIn is emphasized as a key foundation for social selling success over time.
Similar to Customer Service, The Art of Listening and Engagement Through Social Media (20)
1. El documento analiza la transición de la economía catalana, donde la industria está perdiendo peso como generador de empleo mientras que los servicios absorben los puestos de trabajo que cede la industria.
2. El Pier 01 en Barcelona se ha convertido en un epicentro tecnológico exitoso que alberga a más de 80 empresas digitales y startups.
3. El objetivo es encontrar un segundo edificio lo más rápidamente posible para expandir el ecosistema emprendedor del Pier 01 y convertirlo en un referente mundial del
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Este documento presenta el manual de operación y instalación del TPV Virtual de un banco. Explica los dos tipos de soluciones TPV que ofrece el banco, el TPV Virtual y el TPV Virtual Plus, y proporciona instrucciones sobre la instalación, medidas de seguridad, operaciones de pago, módulo de administración, y herramientas para la internacionalización.
Directly targeting consumers based on their motivations and values can increase the relevance of marketing messages. Resonate uses machine learning models trained on survey responses and online behaviors to target over 150 million people based on 150 different motivations. Academic research shows targeting campaigns based on motivations outperforms tactics based only on demographics. Resonate's approach analyzes survey data and online behaviors to model motivations for large populations, enabling more effective targeting at scale.
The Power of Like: How Brands Reach and Influence Fans Through Social Media M...Jordi Sabater Domènech
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Analyzing the reach and frequency of branded content, rather than just the number of mentions, provides more useful marketing insights for optimizing a brand's social media strategy and understanding its true impact.
This document provides an introductory guide on how to use Facebook for business. It covers setting up personal and business accounts on Facebook, including profiles and pages. It also discusses how to promote pages, set up groups and advertising, and how to measure engagement. The goal is to help businesses connect with customers, create communities, and promote their content and generate leads through their Facebook presence.
Este documento presenta las normas y buenas prácticas para el uso de redes sociales corporativas internas. Se destaca la importancia de la transparencia, comunicación bidireccional, globalidad, apertura externa, innovación, inmediatez y cultura participativa. Recomienda conectarse constantemente para mantenerse actualizado, publicar contenido valioso de forma oportuna, y ser respetuoso. Además, explica que se debe seguir principalmente a fuentes informativas y crear grupos de trabajo con personas con quienes se desea interactuar
Social Media Statistics Changes in the social sphere from 2009 to 2011. Jordi Sabater Domènech
The document provides an analysis of social media conversations from 2009 to mid-2011 based on data from blogs, forums, news sources, and Twitter. It finds that conversations have become more positive and global over time. Analysis of word usage shows "time" is the most common word and conversations have shifted from how to use social media to sharing information. The report concludes that social media insights can provide valuable business intelligence if monitored continuously.
The document discusses findings from an online survey of 1,441 college students and 1,412 young professionals in 14 countries regarding their use of and perceptions about the internet and social media. Some key findings include:
- Most students and professionals access the internet daily through laptops and consider it very important in their lives. Over half say they could not live without the internet.
- Social media sites like Facebook are highly used on a daily basis. Many students are distracted by social media multiple times per hour while doing schoolwork.
- Roughly 70% of professionals follow their managers or coworkers on social media sites like Facebook and Twitter.
This document provides an overview of privacy settings and controls on Facebook to help users understand how to customize their privacy and manage what information is shared publicly or with specific groups. It covers topics like customizing privacy settings, using friend lists to manage privacy for different groups, controlling access to posts, photos, events and other content, managing third party applications and privacy concerns. The goal is to help users protect their privacy by understanding how Facebook privacy works and ensuring their information is only visible to intended audiences.
This document provides guidelines for medical practitioners and students on maintaining professionalism when using social media and online platforms. It discusses the need to be careful about confidentiality and what information is shared online to avoid identifying patients or making defamatory comments. It also addresses maintaining appropriate boundaries, such as not connecting with current or former patients on social media. The document provides examples of issues that could arise and damage careers and provides tips for managing privacy settings and limiting the accessibility of personal information online.
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2) Adding online to marketing campaigns increases the length of time campaigns impact sales and improves the ROI of other media like TV, newspapers and radio by creating synergies.
3) Increasing the share of budget spent online, up to an optimal level not yet determined, continues to increase the overall ROI of marketing campaigns.
The document discusses recommendations for marketers regarding reaching consumers using tablets. It conducted interviews with experts in interactive media to develop best practices. Tablets are described as "lean back" devices used for leisure activities throughout the home, unlike smartphones which are used primarily for tasks. The experts note that tablet users are more open to discovery and spending time exploring new experiences compared to smartphone users. Marketers are advised to provide new interactive experiences that take advantage of tablet technologies rather than focusing on tasks.
- While Facebook has hundreds of millions of users, it has not proven effective at directly driving ecommerce sales for most retailers. Social networks generally trail other tactics like paid search and email in ROI.
- There are three main ways retailers use Facebook: on Facebook through pages/stores, off Facebook by integrating social features on their own sites, and through analyzing Facebook user data.
- Key challenges include low click-through and conversion rates on Facebook itself, limited value for smaller retailers from open graph integrations, and difficulty gleaning meaningful insights from messy social network data.
This document discusses how brands can use social media for marketing and customer relationship management. It notes that social media allows two-way interaction between brands and customers. The document then provides statistics on popular social media platforms like Twitter, YouTube, Facebook and LinkedIn that demonstrate their growth and influence. It explains why brands use social media to leverage customer evangelism and influence among networks of people. The key is to provide a positive customer experience so that customers will voluntarily spread word of the brand to their own social networks.
1) Interbrand predicts the global airline industry will see continued recovery in 2011 but margins will remain low due to post-recession cost-cutting strategies.
2) Consolidation among airlines is expected to continue as they seek economies of scale to compete in a lower profit environment.
3) Emerging markets like Asia and Latin America will be the main drivers of travel growth, while developed markets recover unevenly. Ancillary revenues from services like entertainment and internet will become increasingly important to airlines.
This document discusses integrating SEO, PPC, and analytics efforts. It argues that while technology enables using both PPC and SEO, these efforts are often siloed within organizations. The document provides best practices for capitalizing on synergies between PPC and SEO data, including using PPC to guide SEO efforts and going organic to help PPC. Integrating these efforts can improve results and budget forecasting by giving a 360-degree view of the digital customer experience.
This document provides an overview of 7 Google tools that can help improve marketing effectiveness: Google AdWords, Google Docs, Google Keyword Tool, Google Alerts, Google News, Google Reader, and Google Places. Each tool is described in 1-2 paragraphs explaining what it is and how marketers can use it to generate content ideas, collaborate with teams, research keywords, monitor brands and stay up to date on industry news to improve inbound marketing strategies.
This document provides an overview and analysis of Facebook Messages, Facebook's new messaging platform launched in November 2010. It discusses Facebook Messages' functionality, how it works by routing messages to "Messages" or "Other" folders, and potential deliverability issues. While Facebook Messages aims to consolidate private communications from various channels into a single inbox, it currently lacks many email features and Facebook positions it as more casual than email. The growth of Facebook Messages remains uncertain, but the document compares it to the rapid growth of Gmail after its 2004 launch despite initially lagging other email providers. It concludes by noting Facebook Messages continues to evolve.
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...indexPub
The recent surge in pro-Palestine student activism has prompted significant responses from universities, ranging from negotiations and divestment commitments to increased transparency about investments in companies supporting the war on Gaza. This activism has led to the cessation of student encampments but also highlighted the substantial sacrifices made by students, including academic disruptions and personal risks. The primary drivers of these protests are poor university administration, lack of transparency, and inadequate communication between officials and students. This study examines the profound emotional, psychological, and professional impacts on students engaged in pro-Palestine protests, focusing on Generation Z's (Gen-Z) activism dynamics. This paper explores the significant sacrifices made by these students and even the professors supporting the pro-Palestine movement, with a focus on recent global movements. Through an in-depth analysis of printed and electronic media, the study examines the impacts of these sacrifices on the academic and personal lives of those involved. The paper highlights examples from various universities, demonstrating student activism's long-term and short-term effects, including disciplinary actions, social backlash, and career implications. The researchers also explore the broader implications of student sacrifices. The findings reveal that these sacrifices are driven by a profound commitment to justice and human rights, and are influenced by the increasing availability of information, peer interactions, and personal convictions. The study also discusses the broader implications of this activism, comparing it to historical precedents and assessing its potential to influence policy and public opinion. The emotional and psychological toll on student activists is significant, but their sense of purpose and community support mitigates some of these challenges. However, the researchers call for acknowledging the broader Impact of these sacrifices on the future global movement of FreePalestine.
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
🔥🔥🔥🔥🔥🔥🔥🔥🔥
إضغ بين إيديكم من أقوى الملازم التي صممتها
ملزمة تشريح الجهاز الهيكلي (نظري 3)
💀💀💀💀💀💀💀💀💀💀
تتميز هذهِ الملزمة بعِدة مُميزات :
1- مُترجمة ترجمة تُناسب جميع المستويات
2- تحتوي على 78 رسم توضيحي لكل كلمة موجودة بالملزمة (لكل كلمة !!!!)
#فهم_ماكو_درخ
3- دقة الكتابة والصور عالية جداً جداً جداً
4- هُنالك بعض المعلومات تم توضيحها بشكل تفصيلي جداً (تُعتبر لدى الطالب أو الطالبة بإنها معلومات مُبهمة ومع ذلك تم توضيح هذهِ المعلومات المُبهمة بشكل تفصيلي جداً
5- الملزمة تشرح نفسها ب نفسها بس تكلك تعال اقراني
6- تحتوي الملزمة في اول سلايد على خارطة تتضمن جميع تفرُعات معلومات الجهاز الهيكلي المذكورة في هذهِ الملزمة
واخيراً هذهِ الملزمة حلالٌ عليكم وإتمنى منكم إن تدعولي بالخير والصحة والعافية فقط
كل التوفيق زملائي وزميلاتي ، زميلكم محمد الذهبي 💊💊
🔥🔥🔥🔥🔥🔥🔥🔥🔥
This presentation was provided by Rebecca Benner, Ph.D., of the American Society of Anesthesiologists, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
Customer Service, The Art of Listening and Engagement Through Social Media
1. Customer Service: The Art of Listening and
Engagement Through Social Media
An ebook by Brian Solis of PR 2.0 and Co-Author of Now is Gone
Additional insight by Becky Carroll of Customers Rock
2. The Art of Listening and Engagement
Table of Contents
Customer Service is the New, New Marketing Page 3
Participation is the New Marketing Page 5
Defining the Strategy and the Role Page 7
Shhhhh. I’m Listening Page 8
Transforming Customers into Evangelists Page 10
We are the Champions Page 11
Social Tools for Social Media Page 13
Becoming the Customer Page 15
Customer Rock by Becky Carroll (BC) Page 17
With or Without You by BC Page 17
Communication is Key to Customer Relationships by BC Page 18
The Role of Marketing by BC Page 19
Experts Needed by BC Page 19
Gathering Info a Little at a Time by BC Page 20
Growing the Business by BC Page 21
The Company-Customer Pact Page 22
FreshBooks Example Page 23
AOL Example Page 26
ACDSee Example Page 28
Biographies Page 31,32
2
3. Customer Service is the New, New Marketing
The topic of empowering your customers so that they become an extension of
your marketing isn't new. Transforming people into a surrogate sales force is the
dream of any service organization. The difference today is that the landscape
has shifted to the point where good customer service is no longer the minimum
ante to play the game.
Over the next year, customer service will fuse with marketing to become a holistic
inbound, outbound campaign of listening to and engaging with customers that will
rewrite the rules of the game. And, most importantly, the lessons learned in the
field will be fed into the marketing department to create and run more intelligent,
experienced, and real world initiatives across all forms of marketing, PR, sales,
and advertising.
Over the last year, Social Media has intrigued and even inspired companies to
engage in the communities where their brands and products, as well those of
competitors, are actively discussed by the very people they want to reach, aka
the new influencers.
Participation is no longer an option as Social Media isn't a spectator sport.
3
4. Whether you believe it or not, these conversations are taking place with or
without you, so ignoring them only eliminates you from the conversation and also
removes your company from the radar screens of your customers.
Marketing-savvy corporate executives are working with PR, Advertising, and
Marcom teams to explore options and strategies on how to participate in relevant
online conversations. This represents a shift in outbound marketing as it creates
a direct channel between companies and customers, and ultimately people. It
starts to look a lot less like marketing and a lot more like customer service.
Last year, I introduced customer service into the Social Media equation. As for
every company, PR is truly is the responsibility of the entire organization. But it's
much bigger than boxing it in a PR paradigm. I truly believe customer service is
the new marketing and communities are at the very least, opportunities to
engage customer service.
Social Media is rooted in conversations between people and peers, regardless of
the technology that facilitates them, and everyday they take place across blogs,
networks, forums, micromedia, and online groups. And, each day, with every new
community and social tool that is introduced, brands, products and services are
actively discussed, supported, and disassembled. Some companies are listening,
while many aren't even paying attention.
Services such as Satisfaction, ThisNext, and even DIY communities such as
Ning, Yahoo and Google Groups, and Facebook are playing host to
conversations between customers regarding products and services, and while
they don't invite marketing, they do seek helpful information, advice, and
direction.
4
5. Participation is Marketing
Social Media represents an entirely new way to reach customers and connect
with them directly. It adds an outbound channel that complements inbound
customer service and traditional PR, direct marketing and advertising, placing
companies and their customers on a level playing field to discuss things as
peers. Most importantly, it transcends the process of simply answering questions
to creating a community of enthusiasts and evangelists.
For the most part, the only way companies know that customers have questions,
comments, or concerns, is if they contact customer service, make the news, form
a public group, or if buying patterns, stock value, and sales trends suddenly shift.
You can bet that for every inbound customer inquiry, that there is a significant
percentage of existing and potential customers actively discussing the same
topic out in the open, simply looking for guidance, feedback, acknowledgment,
and/or information. And usually, these discussions transpire without company
participation, leaving people to resolve issues and questions on their own.
Why leave the door open for your competition to jump into the conversation and
steer customers in their direction?
5
6. Companies must engage or they place themselves on the long road to inevitable
obsolescence.
It's like the old adage, out of sight, out of mind. Or, quite simply, engage or die.
Nowadays participation is marketing.
Conversations are a form of marketing.
However, marketing needs to be clarified as I am not referring to the traditional
marketing that typically "speaks" at people through "messages." In Social Media,
this is about dialog, two way discussions that bring people together in order to
discover and share information. Joining the conversation isn't as simple as
jumping in however.
Companies first need to listen in order to accurately analyze how, where, and
when to participate.
Social Media forces companies to look outward to proactively find the
conversations that are important to business and relationships. And it's not just
6
7. the responsibility of PR, it requires the participation by multiple disciplines across
the organization in order to genuinely provide meaningful support and
information. Again, we're not talking about messaging or sales propositions. If
you stop to think about it, we're talking about fusing marketing, PR, community
relations, and customer service in an entirely new socially-aware role.
Defining the Strategy and the Role
This is about formalizing outbound communications and community participation,
creating a dedicated team to ensure that customers and influencers are not
overlooked, but engaged.
We're already seeing companies that are either dividing outbound responsibilities
among existing teams or dedicating roles to full time listening, participating,
responding, and commenting across all forms of Social Media. But, this isn't
limited to a select few businesses. This is a role that will become standard in
companies around the globe, from SMBs to enterprise organizations, and will
likely scale from one person to teams.
This is more than prioritizing enhanced customer service over bloggers. We
shouldn't aim our fire hoses at only the fires that have public attention. We need
to focus on customers that take the time to contribute to and participate in social
networks that are simply seeking information - even if it is delivered in the form of
a rant. Furthermore, we can not simply rely on inbound service. We have to
analyze inbound activity in order to seek out related conversations among those
that decide to take the conversation outside of the traditional service process.
In addition to PR and marcom, these new roles are combining a variety of
marketing disciplines including, communications, customer support, and product
management and go by several titles:
- Community Advocate
- Community Manager (although, I also hear push back on this title, as
7
8. communities can't really be managed.)
- Community Ambassador
- Social Media or Community Specialist
- Community Relations
- Community Builders
Many of us have been involved in online community relations since Web 1.0
through topic-driven discussion groups, user forums and other online
communities such as DejaNews, Yahoo, and Google.
We did so as experts and didn't try to BS the people who were seeking advice
and answers. This is an important note because, in order for any of this to work,
you actually have to know not only about your products, services, reputation,
strengths, weaknesses, and benefits, but also how you compete in the market
and where you stand against the competition.
The social media landscape is vast and growing, and may require several
internal people to listen and participate every day across blog posts, blog
comments, forums, groups, social networks, micromedia, etc.
Please note, that contrary to the Social Media love fest that's taking place across
the blogosphere, not anyone can jump in and solve problems. Companies need
to create an internal game plan that officially assigns specific people who will go
in and help customers.
Shhhhh. I’m Listening
Listening to active communities will dictate your participation. But let me point out
something very important here. It's not just about reactive community relations.
Companies can and should learn from listening to and talking with customers to
create specific content that addresses the wants and needs of customers and
distribute it within their communities. This allows you to translate the lessons
learned from one on one conversations for the greater good of the masses.
8
9. Outbound customer and community relations is among the most important
campaigns any company can integrate in its immediate and future initiatives. It
not only helps PR and customer service, it builds relationships, creates
enthusiasts, and ultimately instills customer loyalty.
Additional resources:
The Four Tenets of Community Management by Jeremiah Owyang
Join the International Online Community Management Association
Public Relations is Customer Service by Kami Huyse
Customer Service is the New Marketing by Valeria Maltoni
9
10. Transforming Customers into Evangelists: The Art of Listening and
Engagement
I recently hosted a workshop at the GetSatisfaction event, Customer Service is
the New Marketing. The topic I focused on is, “How to Listen to the Market and
How to Engage Customers Online.”
Fellow workshop leaders include Christopher Carfi, Deb Schultz, Chris Heuer,
Jeremiah Owyang, Becky Carroll, and Douglas Hanna
Empowering your customers to become an extension of your marketing and
sales forces isn't new, but it isn’t widely embraced either. In fact, the function of
most customer service has been relegated to overseas companies or even
automated as companies seek to reduce the costs of keeping customers happy.
However, in the era of Social Media, simply having a customer service
infrastructure is no longer enough. This is about people and engaging them as
people, evolving from an approach that connects faceless companies to
anonymous customers. Let's humanize the entire process to not just keep
customers happy, but also cultivating loyalty along the way.
Technology will always evolve and the tools will continually change.
Customer service, product marketing and marcom must fuse into a living,
breathing commitment of inbound and outbound initiatives that not only answers
10
11. questions when they come in, but also seek them out wherever they seek insight
from peers and other experts.
It’s a combination of using Social and Traditional tools to discover, listen, learn,
and engage directly with customers to help, not market, but help them make
decisions and also do things that they couldn’t, or didn’t know how to do, before
today.
And, most importantly, the lessons learned in the field should in turn be fed into
the marketing department to create and run more intelligent, experienced, and
real world initiatives across all forms of marketing, PR, sales, and advertising.
We are the Champions
I know this all sounds wonderful, but where do you even start and who’s
responsible for what?
Truth is, that it’s going to be different within each organization. It all starts with a
champion and that person could be an executive, in PR, marcom, customer
service, or product marketing or all of the above.
11
12. Someone needs to realize that it just can’t be an inbound process, as Social
Media is not a spectator sport. Those who sit on the sidelines will inevitably fall
off the radar screens of their customers, giving way for competition to satisfy their
needs.
Speak up. Don’t question whose responsibility it is, just present it as an idea
along with supporting data (it’s out there). It’s not only about pulling your
company into the online conversations that will help customers, it’s also about
empowering your customers to help each other.
Delegate the responsibility of listening as well as assigning necessary responses
among the most appropriate voices within your organization as well as your
champions out in the field. In many cases, businesses are hiring “community
managers” to keep the company’s ear to the ground and to also act as the hub
for coordinating all outbound conversations. The community manager usually
works directly with PR, product marketing, customer service, and also the
executive team to pull in the right people for the job and to also answer questions
in case the CM needs to engage directly.
12
13. The best way to start is by setting up Google Alerts for your company, products,
key personnel, and also competitors. Every time something comes up, you have
an “almost” realtime opportunity to engage.
Social Tools for Social Media
It’s also important to search and comb through services that track conversations
and relevant topics such as Technorati, Blogpulse, Bloglines, b5, Google Blog
Search, Blog Catalog, and also MyBlogLog. These tools allow you to proactively
monitor memes and determine your level of engagement.
Social Media isn’t limited to blogs and communities. Social Media is also fueling
social networks and the ability to find and host conversations related to brands
and products. For example, Creating Facebook groups as well as searching
other related groups are incredible opportunities to have conversations with
people and as well, influence groups of people in the process.
Several companies I work with have created company-hosted groups across
relevant social networks as well encouraged enthusiastic customers to do host
conversations in places such as Ning. Ning is a Do It Yourself (DIY) social
network, and it’s definitely a place where people congregate to share and learn,
among other things of course.
Another way to help customers is to bring them to you through your own
company blog as well as hosting an integrated social network/discussion forum.
Companies such as Leverage Software facilitate hosted conversations directly at
the company site as a way of embracing customers and also encouraging peer-
to-peer interaction…thus building and strengthening their community.
13
14. Companies such as Satisfaction are creating “people-powered” customer service
forums where companies and customers can create a channel dedicated to
helping people use products more effectively by solving their problems and
answering questions all in one place. In many cases, services such as
Satisfaction are complementary to all other campaigns.
Don’t count out micromedia tools…creating a presence in Twitter and Jaiku can
help companies on the spot as these conversations are taking place.
In the case of Twitter, companies can create an account where they can
proactively update their customers aka “followers” with new updates, answers,
etc. Customers can also contact them through “direct” messaging or public
@companyname posts. #hashtags is a growing trend within the service that
allows users to callout topics such as #customer+service for others to locate
through a dedicated search tool.
Jaiku integrated channels last year, for example, allowing anyone, in this case,
companies, to create a dedicated pipe to share and reply to users looking for
specific information and conversations.
There’s still a 1.0 component to all of this however. User groups and forums
haven’t gone away. They’re still thriving, and, determining which communities
host conversations that matter to your business in critical in maintaining customer
14
15. service and also instilling satisfaction and fostering enthusiasm.
Which communities and tools should you use? You have to start by surveying the
landscapes and listening. The results will tell you where to engage. Monitoring
the culture of each community and the sociology of the interactions, will guide
you in how to participate.
Whatever you do, don’t’ engage as a marketer and don’t participate from a top
down approach – meaning be helpful, not “put out” from having to answer the
same things over and over again.
Becoming the Customer
We’ve all heard that in Social Media, we can’t control the message. To some
extent, we can’t control perception, but we can help steer it. Be helpful and
ensure that your solutions and benefits are clear in a way that can be understood
by the different demographics of users that populate your markets. And
remember, they need to hear things differently across each segment, from the
head, to the long tail across every chasm in between. It’s not just about the
masses, but the niche markets as well. They all contribute to the bottom line.
15
16. Graphic, and insight, courtesy of Chris Heuer
The importance of engagement is to ensure that you engage on their terms
according to the rules, and culture, across each community. Remember, in life,
you are also customers. You buy things, you complain about products and
services you don’t like, and you recommend those that you love. So, you have to
be a customer to think like a customer. Approaching them any other way isn’t
genuine and is going to deflate relationships and spark the possibility of pushing
customers away.
Be the people you want to help.
Most importantly, make sure that you integrate customer success stories into
your PR and marketing initiatives. Feature them on your blog. Invite them to
events. Partner with them to be proactive voices to help rally other customers.
After all, customers are the very thing that keep you in business. Show them that
you know this by reaching out to them, not just waiting for them to come to you.
16
17. Customers Rock!
by Becky Carroll, (http://customersrock.wordpress.com)
Customer Engagement Online
I have talked with many companies who tell me they aren’t sure if they want to
start an online conversation with their customers. Cord Silverstein asks this
question in his post Engage customers or die. He says,
Is it a good thing for companies to try to engage their customers online? Does
the good outweigh the possible repercussions that could come from it? And
finally what are some of your ideas on how companies can engage online with
their customers?
Cord’s post and comments start a great discussion on this topic! I think part of
the concern companies have about engaging their customers in conversation
online is that they have not already been engaging in ANY conversations with
customers. Rather, marketing and PR have often created one-way
communication vehicles (advertisements, press releases, articles/white papers).
Ongoing, two-way interaction with customers is how we build customer
relationships. Social media, ideally, is just one more channel by which to reach
out and build relationships with customers. It is a great channel to use because it
enables immediate, two-way conversation! Therefore, if your customers are
interacting online, you need to be out there talking with them and learning from
them in the online space.
With or Without You
Customers are having conversations about companies, with or without the
company’s involvement with those discussions. Someone in Cord’s comments
suggested the way to engage with customers online is to have your PR
department be new media-savvy and do the correspondence. Having the
“traditional” PR person as the one to respond concerns me, as I believe
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18. customers are looking for authentic responses, not carefully crafted company
statements.
Creating a place on your own site, such as a community or a blog, is a great way
to keep the conversation in your backyard - as long as you allow comments and
take the time to respond. Southwest Airlines has done a good job of engaging
with customers online, and they use their blog as a feedback channel for ideas,
concerns, and questions. Everyone at SWA takes the time to write and respond,
including pilots and the CEO. For example, their recent business decision on
whether or not to assign seats was put to their customers in a few different blog
posts; the most recent one elicited over 360 comments!
Conversation is Key to Customer Relationships
Think about it. Can you get to know a new person you meet without having
some kind of conversation? Whether it is in person, over email, or on a
Facebook wall, there has to be some type of interaction in order to progress the
relationship.
Customer relationships are no different! It is important to go where your
customers are (be that online, at a retail store, in their own place of business),
get to know them, find out their needs, and start doing something different based
on what you learn. Customer trust and relationships will build, and the best ones
will lead to more customers as they tell others about you.
Start the conversation!
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19. The Role of Marketing
Marketing’s role in an organization is changing. It is no longer enough to push a
product or service at a customer, thinking it will meet that customer’s need
because they fit into a certain demographic. I may purchase a printer for my PC
so I can print off email messages and documents; another person may purchase
it to print their digital photos for a scrapbook. Both of us are between the ages of
18-36 and have a good income plus a college education. But that information is
not enough to ascertain how that printer will be used.
Knowing which magazines I subscribe to, which TV shows I watch, and what
kinds of products I purchase do not really tell you my story, either. It is
marketing’s role to truly understand the customer’s need from a psycho-graphic
and behavioral aspect. In order to do that, marketers are finding it necessary to
view their company, its products and services, and even each place a customer
touches that company from the customer’s perspective. Only then can we begin
to understand the underlying needs of a customer.
Experts Needed
Marketers can no longer solely rely on their previous methods to understand
customer needs. For example, focus groups will give us an idea of customer
direction or a general understanding of behaviors, but we may not really
understand what each customer segment needs without asking them. Why is
this customer purchasing a printer? Have they ever purchased one before?
What would they say they need from a printer? Better yet, what would they say
they need to do with their computer? How much of that would be facilitated by
the printer? Digging deeper into customer needs and behaviors is a new, yet
critical marketing function that not many marketers are performing.
Marketing teams are becoming customer needs experts as part of their role in
the new customer-centric business world. It is imperative that companies work
across the organization to put into place a repeatable system for collecting
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20. customer information, create a method for sharing that information throughout
the organization, and finally, act on the information. Learning from our
customers, then doing something with what we learn, is a solid way to create a
barrier to exit for our customers. When we learn about our customer, then use
that learning to do something different for that customer, we have created a
unique value proposition for them that our competitors can’t match. This is
because we now have customer insight that they don’t have. When we continue
to learn from each interaction, and then change our behaviors to benefit our
customer, we build a relationship with them, and ultimately, we build loyalty.
Gathering Info a Little at a Time
We can begin learning from our customers with each interaction they have with
us, at any touch point. When we remember and record those interactions, we
can fill out the profiles we have on individual customers and share them with the
rest of the organization. The use of Web 2.0 tools and social marketing
techniques is a great way to have conversations with our customers in such a
way that we can get immediate feedback from them on specific areas – as well
as carry on an ongoing conversation. As we track these conversations with
individuals over time and across our company, we begin to understand what they
need from us. As we learn from our customers, whether we are in customer
service, PR, marketing, or sales, we can begin to apply that to improving
products, creating customer-focused services, and designing relevant
campaigns.
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21. Growing the Business
As marketers begin to truly understand their customers’ needs, they can then
create campaigns which are more relevant, more customized, and more likely to
spur engagement with the brand. This should result in increased action on the
part of the customer.
When the organization remembers the customer’s previous interactions and uses
that corporate memory to improve the customer’s experience for the next time,
trust is built with customers. Trust, corporate memory, and relevant marketing
are critical ingredients to building solid relationships with and getting loyalty from
existing customers.
And of course, growing business from existing customers is one of the most cost-
effective approaches there is!
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23. Now, let’s take a look at a couple of examples (from a 40,000 foot view.) If you
have stories you’d like to share, please send them in and I’ll be sure to include
them in the ebook that I’ll publish as an extension to this post.
Experience Case Study FreshBooks:
FreshBooks is by far, one of my favorite examples for a company that gets it.
They live and breathe customer service and mandate that everyone, at every
level, engage with customers to stay connected with them. In doing so,
everything from sales, marketing, and also product development, stay on track
with what their customers really need and want.
How FreshBooks Listens:
Comments on its blogs
Google alerts
Created a hosted forum, which is very active
They answer their phones…no automated attendant
Twitter
Customer dinners
Attending conferences where their customers go
According to Michael McDerment of Freshbooks, “Since day one of FreshBooks
operation there has been a mandate to over serve FreshBooks customers. A
customer service department was formed before even a marketing team. That
original mandate has carried on today with all the same principles.”
Real Support and staying tapped in! Every member of the FreshBooks team,
from the CEO to the Developers to the Marketing Department also doubles as
the support team.
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24. Real World Relationships! FreshBooks communicates with customers through
their blog, forums, Twitter, a Newsletter called the FRESHBOOKS SUPPER
CLUB, the real word version of the FreshBooks Supper Club. Basically any time
someone from FB travels we take a group of customers out for a nice dinner for
no reason other than to hang out and get to know them.
Make customers part of the PR process. Feature them regularly on the blog and
through other promotional materials.
FreshBooks takes a “Treat people the way you want to be treated” philosophy
because they feel that if the people are happy inside theirs walls, they will convey
that happiness and excitement to their customers, and in turn, their customers
will share that goodness with others.
FreshBooks takes customer service on the road and is renting an RV in February
and driving from Miami to Texas to eat breakfast, lunch and dinner with
customers. The idea of this came from the fact that they are attending two
conferences (Future of Web Apps and South By South West) that are a week
apart. Instead of flying, they’re driving and making key stops along the way to
meet customers in their cities, host BBQs, and generally just show them that
they’re important.
Results: Freshbooks went from a 98% referral rate in 2006 to an unbelievable
99% referral rate in 2007.
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26. Engagement Example: AOL
Will Morris, AOL's man in Silicon Valley, and Frank Gruber, who works out of the
east coast HQ, vowed to help engage unhappy customers across the Web as
well as critics of the company’s products to help shed new light to each
discussion, clarify confusion, and simply help in general.
Will recently wrote about it as a way of inspiring his co-workers to do the same,
“Don't let people say silly things about your company. Yes I mean it. Your
company.” Morris continued, “Frank Gruber set an example for me last year.
When he spots these comments, he follows up with a comment and (if possible)
contacts the person who wrote it. And the response is normally good. If Frank
can do it (as busy as he is), so can we all do it.”
Frank Gruber added to the discussion, “Will Morris has been a leader at the AOL
Silicon Valley campus for over 9 years…he is making sure that employees
realize that they can make a difference by taking pride in their work and by
engaging directly with customers.””
Examples from Frank:
The moment TechCrunch announced myAOL, a new personalized startpage, it
was met by critics that had not even looked at the product but saw it was from
AOL and immediately took a negative stance. As the myAOL product lead,
Gruber took this on as a challenge. He made sure to comment and contact
individuals to get real feedback on the product. You can see some of the
comments here.
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27. Gruber took the time to reach out through comments and emails. In one such
case, Gruber contacted open critic, Matt Harwood. Harwood took a position that
was very much against myAOL when the Sneak Preview video splashed onto
pages of TechCrunch in June. In August, he had changed his mind and opted to
share his new sentiment publicly.
Gruber responded, “Matt’s open dialog says a lot about his character and I really
appreciate it. It is feedback like his that helps improve a product.”
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28. Case Study – ACDSee
ACDSee has a long tradition of providing quality software for digital
photographers. This case study is an example of not only how social media was
used to provide excellent customer service but also how it engaged a completely
new market. This niche market continues to expand & thrive as customers tell
others.
Listening initially:
A Community Manager position was established long before it was ‘vogue’. In
monitoring online conversations it was noticed that the software was being used
in an unconventional manner. This began a dialogue with customers as the
company listened to understand how the software was being used.
Engaging the new market:
• Identified evangelists
• Trained & encouraged them to use social media tools:
o Google alerts, SEO, word of mouth
o They created a site with a broad range of resources:
tutorials written in niche’s language & Videos
FAQ’s, tips on product use
Blog & weekly newsletter
o Blogs, participation in online forums, real time chats at websites
Evangelists provide personalized customer support at a community-centric site
• Provided tech support by IM with Hello
• Created resources including Frequently Asked Questions
o Customers self serve themselves
o Encourage customers to support their peers
Presently non-customers & customers direct others to
pertinent resources
• Gathered product use tips from customers & consolidated them into
resources
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29. Listening & providing for the community’s needs:
• Feedback was gathered on desired features
• New features that were specific to the community were integrated into the
product
• Evangelists maintain a continual conversation with the community
• Community specific items created & offered as promotions
• Integrated social media with traditional marketing, PR & affiliate marketing
efforts
Expanding on success:
• Additional evangelists added to continue the level of support the
community expects
• Offering a public beta on a new product to allow for community input
• Plans to apply the model to other user segments
Results after one year of active listening, engagement & participation:
• Brand was established in a month & half
• ACDSee’s product is recognized as the preferred tool over much larger
competitors such as Adobe & Corel.
• The community has embraced ACDSee products as the industry standard
for organization.
• At present 97% of support is provided by evangelists in a personalized
manner
• The high level of customer service that ACDSee & the evangelists provide
is frequently commented on
• Company customer support is in-house and has been shifted to reside
under marketing.
• Customer feedback resulted in a new precedent of providing patches
• Establishing a system to gather customer feedback will be gathered
before development begins (pre-beta)
Suggestions for best practices:
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30. • A community manager is invaluable to connect & collaborate with
customers & in-house efforts.
• Listen to your community & engage with them in an authentic manner.
o Customers will notice & respect this then proceed to tell everyone.
• Experiment with social media tools & use those that connect with your
community.
o Ex: our customers don’t subscribe to rss feeds, so we created a
weekly newsletter
• Write tutorials & FAQ’s in the customer’s language rather than industry
standard
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31. Brian Solis is globally recognized for his views and insights on the convergence
of PR, Traditional Media and Social Media. He actively contributes his thoughts
and experiences through speaking appearances, books, articles and essays as a
way of helping the marketing industry understand and embrace the new
dynamics fueling new communications, marketing, and content creation.
Solis is Principal of FutureWorks, an award-winning PR agency in Silicon Valley.
Solis blogs at PR2.0, bub.blicio.us, WebProNews, and BrandWeek. Solis is co-
founder of the Social Media Club, is an original member of the Media 2.0
Workgroup, and also is a contributor to the Social Media Collective.
Solis has been actively writing about new PR since the mid 90s to discuss how
the Web was redefining the communications industry – he coined PR 2.0 along
the way. Solis is considered an expert in traditional PR, media relations, and
Social Media. He has dedicated his free time to helping PR professionals adapt
to the new fusion of PR, Web marketing, and community relations. PR 2.0 is a
top 10,000 Technorati blog and is ranked in the Ad Age Power 150 index of
leading marketing bloggers.
In concert with Geoff Livingston, Solis recently released “Now is Gone” a new
book that helps businesses learn how to engage in Social Media. He has also
written several ebooks on the subjects of Social Media, New PR, and Blogger
Relations.
Connect with Solis on Twitter, Jaiku, Pownce, Plaxo, or Facebook
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32. Becky Carroll is a long-time customer advocate and someone who is passionate
about the customer experience. In 2005, she founded Petra Consulting Group, a
strategic consultancy helping companies grow through lengthening and
strengthening customer relationships. Through hery work with companies such
as HP, Electronic Arts, and Ford, Carroll has spent a lot of time improving
customer experiences, driving increases in marketing results, and helping
companies re-think their customer service and support.
Becky is also an accomplished international speaker and a frequent contributor
to industry newsletters.
Contact: becky@petraconsultinggroup. com
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