The document discusses FedEx's social media engagement strategy and best practices. It provides an example of how FedEx turned a disgruntled customer into a brand evangelist by directly and positively engaging with the customer on Twitter about their poor customer service experience. FedEx acknowledged the bad experience, thanked the customer for their business, and took action to improve service by using the interaction as a training opportunity. The document then outlines best practices for social media engagement, including discovery, response scenarios, response considerations, assessment, and sharing success stories. It stresses the importance of transparency, timeliness, addressing concerns factually, and rectifying situations to transform detractors into supporters.
We have discovered some interesting possible wins for brands when using Jelly. Take a look at our slideshare to see the potential of this gem of an app. #AskJelly
This presentation was given at Vistaprint's town hall-style 21st Century Marketing event for local micro businesses in conjunction with the Lexington Chamber of Commerce on January 20, 1011.
Beyond Words - Effective Communication
Although English has been called the international business language, the words alone carry less than 10% of the meaning in a live, in-person conversation. Perfect English is not required for perfect understanding. Percy Barnevik, former CEO of the American construction company ABB, once joked that the common language at ABB was “bad English”. Tone of voice, facial expression, gestures and body language, as well as context, contributes the vast majority of meaning in face-to-face discussions. Yet many people insist on conducting most of their business communication via email, even when the person receiving the email is sitting only a short walk away. Over-reliance on email creates misunderstandings that could be easily resolved with a single direct conversation and the full richness of non-verbal communication. In addition, open and honest communication that builds trust must be based on a heart-connection, not just a meeting of the minds, and a true commitment to a mutually beneficial relationship. This kind of rapport can be built most easily through face-to-face interaction. But even email and phone calls can be far more effective when the message acknowledges a human connection. This module explores how to expand business communication beyond words to non-verbal expression, positive intention and commitment to mutual benefit.
We have discovered some interesting possible wins for brands when using Jelly. Take a look at our slideshare to see the potential of this gem of an app. #AskJelly
This presentation was given at Vistaprint's town hall-style 21st Century Marketing event for local micro businesses in conjunction with the Lexington Chamber of Commerce on January 20, 1011.
Beyond Words - Effective Communication
Although English has been called the international business language, the words alone carry less than 10% of the meaning in a live, in-person conversation. Perfect English is not required for perfect understanding. Percy Barnevik, former CEO of the American construction company ABB, once joked that the common language at ABB was “bad English”. Tone of voice, facial expression, gestures and body language, as well as context, contributes the vast majority of meaning in face-to-face discussions. Yet many people insist on conducting most of their business communication via email, even when the person receiving the email is sitting only a short walk away. Over-reliance on email creates misunderstandings that could be easily resolved with a single direct conversation and the full richness of non-verbal communication. In addition, open and honest communication that builds trust must be based on a heart-connection, not just a meeting of the minds, and a true commitment to a mutually beneficial relationship. This kind of rapport can be built most easily through face-to-face interaction. But even email and phone calls can be far more effective when the message acknowledges a human connection. This module explores how to expand business communication beyond words to non-verbal expression, positive intention and commitment to mutual benefit.
Online Reputation Management for Property ManagersAppFolio
Exceptional reputation management strategies lead to better performance, improving brand equity. Your reputation is a valuable asset. This guide covers how you can manage your online reputation for your property management business.
Online Reputation Management for Property ManagersAppFolio
Exceptional reputation management strategies lead to better performance, improving brand equity. Your reputation is a valuable asset. This guide covers how you can manage your online reputation for your property management business.
THis is the presentation on social media and its role in driving loyalty that I gave while at The Planning Agency, at the SM conference organised by Pacific Conferences in Singapore and Hong Kong.
Deluxe/Risdall Social Media Marketing Webinar PresentationDeluxe Corporation
You’ve heard the buzz about Facebook, Twitter, YouTube & LinkedIn, now find out how to harness the power of social media for your own business!
• Why social media works for small businesses
• How to listen first before launching your campaign
• How to create a social media strategy that works
• What elements make up a successful campaign
Now’s the time to leverage social media to build better relationships with your customers and prospects, ultimately driving more sales for your business.
How to succeed in Sales at a Start Up With Focus in Channel Development, no audio.
Slideshow for viewing only. Presentation available for consulting or training...
Expanding Reach: How Affiliates and Social Drive TogetherAffiliate Summit
This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Affiliate Marketing is expanding to encompass other channels. This session explores the value of including channels like social into your Affiliate Marketing mix to increase ROI.
Social media measurement standards: How to demonstrate social media's value t...SocialMedia.org
In her presentation, CEO of Paine Publishing, Katie Paine, discusses what it really means to measure social.
She offers some important numbers to keep in mind when thinking about reach and six tips on what you really should be looking at when measuring your social content.
Driving Sales Exec Summit - Using Social to Drive BusinessAaron Strout
This the presentation I gave today at the DrivingSales Executive Summit (group of smart, ex-JD Powers folks). The focus is on how to companies big and small (and in this case, dealerships) can think about driving leads, awareness and loyalty with customers.
This is module 3 of a 5 module workbook that can be used by any organization as they develop a plan for the future of their business. It is free to anyone
3. The FedEx Example People-First Culture Culture of Innovation Culture of Trust Media-Centric Culture Culture of Diversity 1. Corporate 2. Corporate Representative (getting personal here) 3. Personal (yet still tweets on behalf of company) 3
7. Inspire loyalty among audiencesEstablish a modern culture that encourages: Participation Transparency Collaboration Authenticity ***High-Touch Consumer Model***
13. Took action to improve service by using the video as a training opportunityPerfect example of what a corporation SHOULD be doing. Customer The only reason I am going to continue to shop at Kinko’s is because of the [response] I got from FedEx.
21. BLOGGERS CONSUMERS The Influencer Network Has Changed Dramatically MEDIA BLOGGERS EDITORS PUBLISHERS JOURNALISTS ADVERTISERS “Companies opening up to customers isn’t that different from the risks associated with doing business every day.” -- Forrester Research 10
22. Engagement Rules of the Road 3 4 5 1 Response Scenarios Response Considerations Assessment Discovery Positive Web Posting Discovery of a web posting about our product or solution that meets engagement criteria. Transparency Always disclose your connection with your brand. General Inquiry Does the writer have a genuine question that can be easily addressed? Share Success Proactively share customer stories or other related information. (See step #5) Yes Tone Respond in a tone that reflects positively on your brand. No Non Factual Information Are there erroneous facts in the posting? Yes Respond With Facts Respond with factual information. Link or reference 1st/3rd party information that is in support of your message. (See step #5) 2 Yes Evaluation Utility Contribute or add value to the topic at hand. No Concurrence Post is a factual and well cited response that does not contain erroneous information, slander, rant or rage, and is not negative in nature? Dissatisfied Customer Is the posting a result of a negative product experience? Yes Timeliness Take time to create good responses. Don’t rush! Yes Final Evaluation Write a response that is factual based on current circumstances. (See step #5) No Know Your Audience Identify influential bloggers and sites. Detractor Is the site or blogger dedicated to bashing or degrading your brand? No Let Stand Let the post stand, but monitor follow up posts closely Yes Sourcing Cite your sources by including links, images or other references for readers. Restoration Rectify the situation and respond with a reasonable solution. (See step #5) No Rage Is the posting a rant, rage, joke or satirical in nature? Yes Negative
25. ENGAGE new conversations and build communities around passion points.New Opportunities Listen, Learn & Socialize Outreach & Direct Engagement Reactive Proactive
26. Engagement Status? Is someone else currently working or has worked against this item? How can I sync with the team about what’s going on? What has happened so far?
27. Is someone else currently working or has worked against this item? Status of Engagement (Open/Closed)
32. Determine the proper reporting metrics and how to Measure Social Engagement successes
33. Leverage your culture & Talent base – they can adapt to new systems, technology, and training techniques16
34. Social Media E-Training: Customer Service SMeT Improve your Corporate Customer Service program online by delivering on-demand training sessions customized for your team of CSRs and agents Planning session to review current Customer Service process and methodology Define staff training requirements and level of expertise Creation of on-demand training modules that fit staff schedules – led by Visible and Customer Service team managers Onsite Training also offered with CSR Managers and teams of CSR agents
Editor's Notes
Hi everyone, it’s an honor to be here surrounded with so many thought leaders and Marketing professionals in the Social Media industry. I hope to leave you today with some ammunition to help you approve various social media programs that you are sponsoring for the companies you represent today.
You may have seen this in the public domain as FedEx has presented on this in the last year. They are a major client partner of Visible, and we received permission to use this brief case study. The common word you’ll notice here is CULTURE and FedEx has significantly benefited with their Social programs because they promote Social & Innovation within each division of their culture.
An intelligent on-demand platform provides instant:Engagement Status by CSR – has anyone else worked on this open item?Notes and history status provide workflow updates when collaborating with additional CSRs
Josh Bernoff’s recent publication Empowered is a masterful collection of the brand loyalty, viral buzz, and improved customer experiences that result from empowering CSR managers and individual agentsSocial CRM/Social Servicing programs cannot stand alone – they must connect to other corporate Cust Svc programs internally to create a consistent experience and expectations of your consumer baseThe American Red Cross & Dogfish brewing story is a great example of the sometimes unexpected benefits of being honest and accountable that will naturally result from the major exposure created by Social MediaThe ROI of Social Servicing has been proven – but you MUST understand the important metrics you are measuring and trying to improve. There’s a ton of activity around Engagement/Social Media outreach but you’ll continue to fund and expand more internal Social programs by intelligenty measuring and improving the metrics that are impacted by Social Servicing & EngagementFinally a misconception exists today that major companies must replace their talent base with young professionals with expertise in using Social Media tools and applications. Although this can be beneficial…..focus on preserving your culture and the employee base who truly understands your BRAND and Customer Service best practices. The talent base can adapt to new applications/technologies and prevents you from experiencing very high $$$ in training, re-educating, and immersing a completely new talent base.