A presentation to Local Authorities about using Social Media for Customer Service and awareness online - audio not included.

2. Resource ?
• Customer Service
• Marke3ng
• Collabora3on
• Legal
• Media rela3ons
• Publicity
• PR
• Training
2

3. Resource
• Customer Service
• Communica3ons
• Marke3ng
• Awareness
• Informa3on
• Educa3on
• Media Rela3ons
3

5. 5

6. Who you are
‐ and ‐
What you do
6

7. Who you are
(I’m Darragh Doyle)
‐ and ‐
What you do
(I help people online)
7

8. People go online
looking for informa3on
8

9. Success is getting what
you want. Happiness is
liking what you get.
- H. Jackson Brown, Jr.
9

11. UNDERSTANDING USERS

12. UNDERSTANDING USERS
UNDERSTANDING
CUSTOMERS

14. Why are you doing this?
12

15. Why are you doing this?
BECAUSE WE BELIEVE WE CAN
COMMUNICATE OUR MESSAGE TO
OUR CUSTOMERS EFFECTIVELY,
HELPING THEM GET TO KNOW US,
TRUST US AND RECOMMEND US.
12

16. Why are you doing this?
BECAUSE WE BELIEVE WE CAN
COMMUNICATE OUR MESSAGE TO
OUR CUSTOMERS EFFECTIVELY,
HELPING THEM GET TO KNOW US,
TRUST US AND RECOMMEND US.
12

17. Why are you doing this?
BECAUSE WE BELIEVE WE CAN
COMMUNICATE OUR MESSAGE TO
OUR CUSTOMERS EFFECTIVELY,
HELPING THEM GET TO KNOW US,
TRUST US AND RECOMMEND US.
12

18. Why are you doing this?
BECAUSE WE BELIEVE WE CAN
COMMUNICATE OUR MESSAGE TO
OUR CUSTOMERS EFFECTIVELY,
HELPING THEM GET TO KNOW US,
TRUST US AND RECOMMEND US.
12

19. Why are you doing this?
BECAUSE WE BELIEVE WE CAN
COMMUNICATE OUR MESSAGE TO
OUR CUSTOMERS EFFECTIVELY,
HELPING THEM GET TO KNOW US,
TRUST US AND RECOMMEND US.
12

20. Why are you doing this?
BECAUSE WE BELIEVE WE CAN
COMMUNICATE OUR MESSAGE TO
OUR CUSTOMERS EFFECTIVELY,
HELPING THEM GET TO KNOW US,
TRUST US AND RECOMMEND US.
12

21. Why are you doing this?
BECAUSE WE BELIEVE WE CAN
COMMUNICATE OUR MESSAGE TO
OUR CUSTOMERS EFFECTIVELY,
HELPING THEM GET TO KNOW US,
TRUST US AND RECOMMEND US.
12

22. Why are you doing this?
BECAUSE WE BELIEVE WE CAN
COMMUNICATE OUR MESSAGE TO
OUR CUSTOMERS EFFECTIVELY,
HELPING THEM GET TO KNOW US,
TRUST US AND RECOMMEND US.
12

25. HOW STORIES
REFLECT AND
AFFECT CULTURE

26. HOW BEING SEEN
TO BE DIFFERENT
BENEFITS YOU
HOW STORIES
REFLECT AND
AFFECT CULTURE

28. NEW WAYS OF
LOOKING AT
COMMON TASKS

29. HOW BEING
“NICE” CAN
BENEFIT YOU
NEW WAYS OF
LOOKING AT
COMMON TASKS

31. HOW TO BECOME
CUSTOMER DRIVEN

32. HOW TO BECOME
CUSTOMER DRIVEN
USING ONLINE
MEDIA TO
REACH
CUSTOMERS

35. TELL STORIES
ABOUT YOUR
BRAND

36. TELL STORIES
ABOUT YOUR
BRAND

37. TELL STORIES
ABOUT YOUR
BRAND
HOW THE STORY
YOU TELL CAN
BENEFIT YOU

40. HOW YOUR
STORY CAN
CHANGE
ANYTHING

41. HOW YOUR
STORY CAN
CHANGE
ANYTHING

42. HOW YOUR
STORY CAN
CHANGE
ANYTHING
THINK
DIFFERENTLY TO
BE DIFFERENT

46. Who you are
‐ and ‐
What you do
22

47. 23

48. 24

49. 25

50. 26

52. Customer Service

53. Customer Service
CUSTOMERs
service

55. 29

56. 30

57. 31

58. 32

59. 33

60. 34

61. 35

62. 36

63. Monitoring Tools

65. • LISTENING

66. • LISTENING
• UNDERSTANDING

67. • LISTENING
• UNDERSTANDING
• RESPONDING

68. • LISTENING
• UNDERSTANDING
• RESPONDING
• REACTING

69. • LISTENING
• UNDERSTANDING
• RESPONDING
• REACTING
• RESOLVING

70. • LISTENING
• UNDERSTANDING
• RESPONDING
• REACTING
• RESOLVING
• REPEATING or AVOIDING

71. Seek first to understand
then be understood

72. 40

73. 41

74. 42

75. • Ireland’s biggest Community Website
• 11 years old
• We host over 1.76 million conversations
• People have talked on our website over
27 million times
• Ireland’s top organisations use us
• Run by 550 volunteers and 5 paid staff
• We facilitate discussion
43

76. 44

77. 45

79. 27,498,393 posts

80. 27,498,393 posts
129,055 started in the last 7 days

81. 27,498,393 posts
129,055 started in the last 7 days
18,650 started in the last 24 hours

82. 27,498,393 posts
129,055 started in the last 7 days
18,650 started in the last 24 hours
1,755,955 threads

83. 27,498,393 posts
129,055 started in the last 7 days
18,650 started in the last 24 hours
1,755,955 threads
7,419 started in the last 7 days

84. 27,498,393 posts
129,055 started in the last 7 days
18,650 started in the last 24 hours
1,755,955 threads
7,419 started in the last 7 days
473,837 members

85. 27,498,393 posts
129,055 started in the last 7 days
18,650 started in the last 24 hours
1,755,955 threads
7,419 started in the last 7 days
473,837 members
249,870 active since January 1, 2010

86. 27,498,393 posts
129,055 started in the last 7 days
18,650 started in the last 24 hours
1,755,955 threads
7,419 started in the last 7 days
473,837 members
249,870 active since January 1, 2010
29,583 active in the last 7 days

87. 27,498,393 posts
129,055 started in the last 7 days
18,650 started in the last 24 hours
1,755,955 threads
7,419 started in the last 7 days
473,837 members
249,870 active since January 1, 2010
29,583 active in the last 7 days
4,601,876 unique visitors in 2011

88. 27,498,393 posts
129,055 started in the last 7 days
18,650 started in the last 24 hours
1,755,955 threads
7,419 started in the last 7 days
473,837 members
249,870 active since January 1, 2010
29,583 active in the last 7 days
4,601,876 unique visitors in 2011
2,224,882 in the last 30 days

89. What do people talk about?
• Bargain alerts - http://www.boards.ie/vbulletin/forumdisplay.php?f=346
• Dublin 15 - http://www.boards.ie/vbulletin/forumdisplay.php?f=993
• Regional - http://www.boards.ie/vbulletin/forumdisplay.php?f=77
• Personal Issues - http://www.boards.ie/vbulletin/forumdisplay.php?f=127
• Weather - http://www.boards.ie/vbulletin/forumdisplay.php?f=374
• Commuting & Transport - http://www.boards.ie/vbulletin/forumdisplay.php?f=246
• Infrastructure - http://www.boards.ie/vbulletin/forumdisplay.php?f=887
• Education -http://www.boards.ie/vbulletin/forumdisplay.php?f=28
• Swimming - http://www.boards.ie/vbulletin/forumdisplay.php?f=973
• Mobile Phones - http://www.boards.ie/vbulletin/forumdisplay.php?f=411
• M - http://www.boards.ie/vbulletin/forumdisplay.php?f=457
• Ring http://www.galwaynews.ie/13836-quest-lost-ring-has-happy-ending

90. Tips for engagement
• Social media is a conversa3on
• Be ac3ve and responsive
• Be personal and authen3c
• Encourage sharing
• Make social media an organisa3on‐wide
ac3vity
• Love what you do

91. Tips for engagement online
• Contact hello@boards.ie
• Be honest and transparent
• Be ac3ve and responsive
• Be personal and authen3c
• Be Civil! Don’t be a....
(link)
• Remember you’re represen3ng an organisa3on
AND yourself (Google)
• Don’t be afraid to ask for help

92. Have a place to talk online
• Facebook page
• Twi_er account
• Daily updates
• Representa3ve on sites
• Phone number and email address
• Ticke3ng system

93. 51

94. If people say something nega3ve...

95. If people say something nega3ve...
• Are they correct?

96. If people say something nega3ve...
• Are they correct?
• Don’t over‐react
(or let your manager/staff do so!)

97. If people say something nega3ve...
• Are they correct?
• Don’t over‐react
(or let your manager/staff do so!)
• Contact the website

98. If people say something nega3ve...
• Are they correct?
• Don’t over‐react
(or let your manager/staff do so!)
• Contact the website
• See what you can do to change their
percep3on/experience

99. If people say something nega3ve...
• Are they correct?
• Don’t over‐react
(or let your manager/staff do so!)
• Contact the website
• See what you can do to change their
percep3on/experience
• Say thank you

100. If people say something nega3ve...
• Are they correct?
• Don’t over‐react
(or let your manager/staff do so!)
• Contact the website
• See what you can do to change their
percep3on/experience
• Say thank you
• If there’s no winning, stop trying.

102. 6 great monitoring tools
1. Google Analytics
2. Google Keyword Tool
3. Klout (www.klout.com)
4. Social Mention (www.socialmention.com)
5. Topsy (www.topsy.com)
6. Boardreader (http://boardreader.com)

103. 1. Research & Monitor
Monitoring we’ve covered….
You need to know your customers.
• Are your customers using social
media?
• Which platforms are they using?
• How do they use them?
• How can you join their
conversation?
What are your competitors doing
online?

104. 2. The Big question
Decide what you want to achieve:
What are you aiming for?
• Raising awareness?
• Winning new customers?
• Retaining existing ones?
• How are you going to measure the
success of your social media strategy?

105. 3. Create Guidelines
You’re doing away with the media
middleman. Therefore, you need rules &
guidelines to ensure you stay on the
right tracks.
• Tone of Voice
• How to handle interaction
• How to deal with criticism
http://socialmediagovernance.com/policies.php

106. 4. Ensure Adequate Resources
Social media needs to be someone’s
responsibility. Not the IT guy. Not an
intern. It should be someone with front of
house or marketing experience.
• Who’s going to be responsible for your
social media campaign?
• Who will create content?
• Who will interact with customers?
• How much time are you going to
devote to social media?

107. 5. Internal engagement
Going social means that your company needs to
embrace “social” inside and out.
Every single employee of yours represents your
company. Whether it’s actively or passively. Inform
them about your social media strategy.
They can be advocates, active recruiters, brand
ambassadors, etc.

108. 6. External Advocates
Your employees aren’t your best
supporters - your customers are.
Engage & incentivise them to become
advocates, write reviews, get involved...

109. 6. External Advocates
Your employees aren’t your best
supporters - your customers are.
Engage & incentivise them to become
advocates, write reviews, get involved...
Not a Brand economy – It’s a Fan economy

110. 7. Interaction
If people get in touch with you via social media you
must respond.
If you are faced with complaints, deal with them
honestly. But remember you are doing so publicly.
So BE NICE.
Whether responding to positive or negative
comments, try to give the customer what they want.

111. 8. Contingency
Know what you’re going to do if
something goes wrong.
Nothing travels faster online than news
of a screw up
Manage your reputation by knowing the
risks, being prepared and nipping any
bad press in the bud.

112. 9. Content is King
Your business has interesting and
valuable information.
Use it IMAGINATIVELY to create
content around issues that your
customers will respond to & pass
on to their peers.

113. 10. Patience
Social media takes:
• Time
• Commitment to your strategy
• Honesty & Fidelity to your customers
• & more time

114. People are bombarded with
messages from media outlets,
friends, brands & businesses.
How can you stand out?

115. What does a campaign look like?
Ongoing Activity for a typical engagement
campaign:
Monitoring 2 or 3 times per day across all
your online properties.
Responding to any pressing comments as
they arise/as you notice them.
Twitter is an ongoing conversation React in
real time if you can.
Posting on blog according to your schedule.
Eg. Once per day/twice per week.
Analysing Data once per week. Looking for
trends in how people find, use and interact
with your site & social media properties.
Analysing Content once per week to see
how ads, content, etc. are performing

116. Customer relations
Social media is ideal for keeping in contact
with your customers:
• Dealing with issues
• Answering questions
• Informing about new products, services, etc.
• Meteor is a great example.

117. Crisis Comms:
Before you get there.
•Online Crisis Plan.
•Integrate with established plans.
•Escalation procedures.
•Protocols.
•Legal team.
•Be part of the community.
•Establish SEO flow.
•Early warning monitoring.
•Staff communications.

118. Crisis Comms: Not for everyone…

119. What can you do.
•Be honest. •Aggressive SEO.
•Be candid. •Paid search listings.
•Declare interest. •Create response page.
•Be brief. •Use similar language/Keywords.
•Avoid emotional, heavy •Respond on same platform/media.
handed, impolite or incorrect. •Link build.
•Collaborate with credible •Build positive stories pipeline.
sources.
•Leverage advocates.
•Know when to stop.
•Contact Author.
•Integrate traditional PR.
•Complain to Google.
•Utilise staff and links

121. • Reason: I have a different query to any of those.
Summary/Link: an toyota levin exhaust
Real Name: patrick o dwyer
Company:
E‐mail: patrickxxxx@ccccc.com
Other:
Message:
im lookin for a standard toyota levin
exhaust can ye help??

122. Reason: I have a query about my Boards.ie account.
Summary/Link: shower curtin rail for over my bath
Real Name: colm <SNIP>
Message:
hi guys i,m just wondering where your based in dublin..
i am looking for a good shower curtin rail for around my bath..
hope u can help colm.
73

123. Summary/Link: my sky box is not connected
Real Name: sharon byrne
Company:
E‐mail:
Message:
im a new resident at 21 [hidden] hill. finglas dublin
11

124. Reason: I have a query about my Boards.ie account.
Summary/Link: my treatment in the store
Real Name: Niall
Message:
it was raining on thursday nite i had my hoddie on me
and i forgot 2 take it down a security gaurd asked me 2 take it
down
is there a rule in tescos saying u cant were hoddies
if i had a coat on me would he ask me 2take that off aswell
75

125. Reason: I have a query about my Boards.ie account.
Summary/Link: How to book for 3cket from City
Centre to Galway with my Credith Card
Real Name: <snipped> E‐mail: <snipped>
Message: Hi, i am actually trying to book
for two adult Ticket from City
centre to Galway. How do i book it?

126. Reason: I have a query about my Boards.ie account.
Summary/Link: sculputures
Real Name: cris
Message:
hello i´d like to know the meaning of some sculptures of a
woman in dublin windows
77

127. Reason: I have a query about my Boards.ie account.
Summary/Link: galway retaurants
Real Name: derek redmond
Message:
whats good in galway city for a family of four , two adultsm
two kids, early bird and child friendly
78

128. • I was on board on Saturday last 04/07/09, I lek a
paper bag with a coking book (Italian food) and a child
story book beside the recep3on to go to a tour around
the boat . My bag was behind my friends back bag,
that’s why I doubt someone took it by mistake.
• I was really upset specially when I heard that’s never
happened before, I was so upset that I lek straight
way. Maybe the thief return my bag to you guys and I
really want it back, is a case of honor now. If you have
my bag can you please let me know. I leave in
Westmeath and I drove all the way down
only to visit the boat. I really appreciate if
you can let me know if my books were
returned.

129. Reason: I have a different query to any of those.
Summary/Link: jedward
Real Name: Shannon
Message:
Help
80

130. 81

131. 82

132. 83

133. Online = conversa3on
• Boards.ie / Discussion forums
• Emails
• Website
• Facebook
• Twi_er
• You Tube
• Google
• Volunteers
• Bloggers/Journalists