The document discusses customer service on Twitter. Some key findings include:
1) Mentions of dedicated customer service handles increased 44% year-over-year as users have adopted Twitter as a customer service channel.
2) Brands responded to 43% more tweets while average response time increased only 10%, showing brands are improving at managing high volumes of customer service requests.
3) Best practices from top brands include maintaining high response rates, quick response times especially during business hours, and using automated responses to handle large volumes of requests.
The document analyzes customer service on Twitter for the top 100 global brands as measured by Interbrand. Some key findings include:
- More brands are maintaining customer service Twitter accounts, and these accounts are more active, responding to customer issues more quickly.
- Customer mentions of brand accounts have increased 41% year-over-year as customers increasingly use Twitter for customer service.
- Top brands respond quickly, with 95% responding within 48 hours and 91% within 24 hours. This meets or exceeds customer expectations for response times.
- Brands employ various tactics in their responses, most commonly directing customers to online resources, but also apologizing, requesting more information, and directing customers to other channels.
This study analyzed the Instagram activity of the top 100 brands from the Interbrand ranking during Q3 2014. It found that 86% of these top brands now have Instagram accounts, up from 54% in 2012. More brands are regularly posting on Instagram, with 73% posting at least once a week. Both brand activity and user engagement on Instagram have more than doubled over the past year. Media brands were the most active industry, averaging over 60 posts per month, while luxury brands had 100% adoption of Instagram. The study shows that as more top brands join and become more active on Instagram, user engagement continues to grow substantially.
The document analyzes how top SaaS companies use Twitter for customer support. It finds that 65% of top companies offer Twitter support, likely to address complaints and provide damage control. Incoming tweets are generally negative/neutral while outgoing tweets from companies vary - 15% are negative apologies, 23% are positive thanks, 62% are neutral requests for info. The best problem-solvers tweet objectives solutions while the worst receive the most angry tweets and respond with more subjective apologies. Constant Contact and ServiceNow have the highest rates of objective tweets making them the most helpful, while DocuSign, LinkedIn and Marketo receive the most complaints and use more subjective damage control responses.
The document discusses key findings from a survey on e-marketing trends in India for 2013. Some of the main points are:
- Customer acquisition remains the top marketing goal for over 50% of Indian marketers, though this is declining as customer retention and brand awareness increase.
- Email marketing and social media are seen as the most effective online marketing channels and will receive increased investment. Close to half of emails are expected to be viewed on mobile phones.
- Integrating email, social media and SMS is most commonly used for promotions. Email effectiveness remains high, with 99% of marketers finding it meets goals. Behavioral targeting can increase email impact.
The document summarizes key findings from a study of Instagram usage among the top 100 global brands in Q4 2014. It finds that more top brands are actively using Instagram, with the average brand posting at least once a week. Engagement is also increasing, with the average post receiving over 20,000 likes and comments. While most brands keep captions short, those that include @mentions see higher engagement. Location tagging and hashtags are underutilized tactics that are tied to more interactions. The study concludes by recommending best practices for brands based on leading examples.
North American e-mail Marketing Trends @ 2014PhoneTrack
The document summarizes key findings from a report on email marketing trends in North America in 2014. It finds that email metrics like open rates and click-through rates improved over the past year. The increased use of mobile devices has positively impacted email engagement. While list growth remains a challenge, email marketers are taking a more diligent approach to list hygiene and content strategy to improve relevancy and reduce subscriber fatigue and inactivity. Ongoing regulation and scrutiny requires marketers to follow best practices to maintain high deliverability and compliance.
Surprising statistics on how email performs, and does not perform, as a marketing communication channel. This slide share highlights not only the volume of emails we receive, but the necessary components of a perfect email.
Email Marketing - From Best Practices to Best Results - Gina NykerkBrandAidConference
The document discusses the importance of conducting an annual email audit to create lasting and effective email marketing programs. It recommends evaluating four key areas: email strategy, email infrastructure, email practices, and data security. For each area, it provides questions to consider such as whether goals were achieved, delivery rates, email content performance, and security breaches. The overall message is that a thorough review process allows organizations to assess past performance and make informed decisions to improve future email marketing efforts.
The document analyzes customer service on Twitter for the top 100 global brands as measured by Interbrand. Some key findings include:
- More brands are maintaining customer service Twitter accounts, and these accounts are more active, responding to customer issues more quickly.
- Customer mentions of brand accounts have increased 41% year-over-year as customers increasingly use Twitter for customer service.
- Top brands respond quickly, with 95% responding within 48 hours and 91% within 24 hours. This meets or exceeds customer expectations for response times.
- Brands employ various tactics in their responses, most commonly directing customers to online resources, but also apologizing, requesting more information, and directing customers to other channels.
This study analyzed the Instagram activity of the top 100 brands from the Interbrand ranking during Q3 2014. It found that 86% of these top brands now have Instagram accounts, up from 54% in 2012. More brands are regularly posting on Instagram, with 73% posting at least once a week. Both brand activity and user engagement on Instagram have more than doubled over the past year. Media brands were the most active industry, averaging over 60 posts per month, while luxury brands had 100% adoption of Instagram. The study shows that as more top brands join and become more active on Instagram, user engagement continues to grow substantially.
The document analyzes how top SaaS companies use Twitter for customer support. It finds that 65% of top companies offer Twitter support, likely to address complaints and provide damage control. Incoming tweets are generally negative/neutral while outgoing tweets from companies vary - 15% are negative apologies, 23% are positive thanks, 62% are neutral requests for info. The best problem-solvers tweet objectives solutions while the worst receive the most angry tweets and respond with more subjective apologies. Constant Contact and ServiceNow have the highest rates of objective tweets making them the most helpful, while DocuSign, LinkedIn and Marketo receive the most complaints and use more subjective damage control responses.
The document discusses key findings from a survey on e-marketing trends in India for 2013. Some of the main points are:
- Customer acquisition remains the top marketing goal for over 50% of Indian marketers, though this is declining as customer retention and brand awareness increase.
- Email marketing and social media are seen as the most effective online marketing channels and will receive increased investment. Close to half of emails are expected to be viewed on mobile phones.
- Integrating email, social media and SMS is most commonly used for promotions. Email effectiveness remains high, with 99% of marketers finding it meets goals. Behavioral targeting can increase email impact.
The document summarizes key findings from a study of Instagram usage among the top 100 global brands in Q4 2014. It finds that more top brands are actively using Instagram, with the average brand posting at least once a week. Engagement is also increasing, with the average post receiving over 20,000 likes and comments. While most brands keep captions short, those that include @mentions see higher engagement. Location tagging and hashtags are underutilized tactics that are tied to more interactions. The study concludes by recommending best practices for brands based on leading examples.
North American e-mail Marketing Trends @ 2014PhoneTrack
The document summarizes key findings from a report on email marketing trends in North America in 2014. It finds that email metrics like open rates and click-through rates improved over the past year. The increased use of mobile devices has positively impacted email engagement. While list growth remains a challenge, email marketers are taking a more diligent approach to list hygiene and content strategy to improve relevancy and reduce subscriber fatigue and inactivity. Ongoing regulation and scrutiny requires marketers to follow best practices to maintain high deliverability and compliance.
Surprising statistics on how email performs, and does not perform, as a marketing communication channel. This slide share highlights not only the volume of emails we receive, but the necessary components of a perfect email.
Email Marketing - From Best Practices to Best Results - Gina NykerkBrandAidConference
The document discusses the importance of conducting an annual email audit to create lasting and effective email marketing programs. It recommends evaluating four key areas: email strategy, email infrastructure, email practices, and data security. For each area, it provides questions to consider such as whether goals were achieved, delivery rates, email content performance, and security breaches. The overall message is that a thorough review process allows organizations to assess past performance and make informed decisions to improve future email marketing efforts.
Connect Direct Mail With Marketing Automation - New WhitepaperDennis Kelly
Download our new PURL Marketing Whitepaper and learn how recent advances let you easily connect inbound marketing automation with outbound direct mail to maximize campaign results. Direct marketing is best at finding new leads quickly. Marketing Automation is best at nurturing leads for higher close rates. This PURL Marketing Whitepaper dives into the ways to make these two, previously disconnected efforts, work together for better marketing results.
Staffing Industry Sales Communication Benchmarking ReportTextUs™
The document summarizes the results of a survey of 45 staffing firms on their use of communication methods like email, social media, and text messaging. It finds that over half of firms expect to grow more than 20% in 2015. Firms predicting higher growth communicate through social media and text messaging more than others. Both fast-growing and slow-growing firms see texting as effective, but fast-growing firms use it more extensively. Many firms use text messaging software and power dialers to improve efficiency. Candidates generally respond positively to companies that use text messaging.
Email Marketing - Critical for your businessEdureka!
The webinar covered email marketing and its importance for businesses. It discussed key email marketing metrics like open and click-through rates. The presenter, Rishabh Garg, has over 5 years of experience in digital marketing. He compared the performance of email marketing to other channels like social media and search and highlighted that email delivers a higher return on investment and conversion rate. Additionally, the webinar explored the role of email in various stages of the sales process, from lead generation to nurturing prospects.
Texts Are The New Support Channel: How to Use SMS For Customer ServiceCallHub
SMS for customer service is a highly efficient, instantaneous, and engaging channel. And yet underutilized by 65% of businesses. Learn how to use it for your brand.
The document describes the Epsilon Response Network (ERN), which is a tool that automates advanced email marketing objectives while providing analytics. The ERN offers several features, including a reactivation engine to automate win-back programs, scheduling intelligence to personalize email delivery times, a mobile marketing suite to address low conversion rates for emails opened on mobile, and analytics reports. It also describes privacy protections for consumer data.
The document provides an introductory guide on how to use Twitter for business. It discusses setting up and optimizing a Twitter profile, including signing up, personalizing the profile, finding people to follow, getting followers, and engaging with your network. It then covers using Twitter for marketing, lead generation, public relations, customer service, and tracking campaigns. The goal is to help businesses understand how Twitter can be used as a relationship-building tool to meet potential customers, promote brands, and interact with client bases.
The document analyzes customer service on Twitter for the top 100 global brands as measured by Interbrand. Some key findings include:
- More brands are maintaining customer service Twitter accounts, and these accounts are more active, responding to customer issues more quickly.
- Customer mentions of brand accounts have increased 41% year-over-year as customers increasingly use Twitter for customer service.
- Top brands respond quickly, with 95% responding within 48 hours and 91% within 24 hours. This meets or exceeds customer expectations for response times.
- Brands employ various response tactics on Twitter, most commonly directing customers to online resources but also apologizing, requesting more information, and directing customers to call or email.
The document is a report from Simply Measured analyzing Twitter usage among the top 100 global brands in Q4 2014. Some key findings include:
- Brands increased posting by 11% year-over-year while growing audiences by 38% on average, and engagement per post rose 85%.
- Photos were the most common content and generated the most engagement, while links were also popular but engaged users less.
- Brands significantly increased interactions with users, with @replies making up 68% of tweets on average.
- Media brands like MTV and Disney drove the most overall engagement, while restaurant brands excelled at one-on-one interactions.
Complete guidetotwitteranalyticssimplymeasuredDaniel Howard
This document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It discusses how to measure account engagement, audience, share of voice, and visual content effectiveness. It also explains how to optimize for site traffic, measure customer service, campaigns, and influence. The document aims to help readers understand Twitter analytics and how to use metrics to improve strategies and prove social media value.
This document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It discusses how to measure account engagement, audience, share of voice, and visual content effectiveness. It also explains how to optimize for site traffic, measure customer service, campaigns, and influence. The document aims to help readers understand Twitter analytics and how to use metrics to improve strategies and prove social media value.
The Complete Guide to Twitter MeasurementMohamed Mahdy
This document provides a comprehensive guide to measuring performance on Twitter. It defines key engagement metrics like retweets, mentions, favorites and hashtags. It explains how to calculate potential reach and impressions to measure the size of the audience seeing tweets. Advanced analyses are also covered, like optimizing tweets to drive traffic or improve customer service. Tools for reporting and further resources are included at the end.
Digital and social media afford businesses of all sizes a plethora of data that, if used correctly, can positively impact workflow, performance and profitability. In this guide, we’ll cover how measuring your Twitter presence and your audience’s response to it can turn seemingly random social interactions into strategy-changing insights.
Explore These Themes:
-A reference guide that includes definitions for Twitter metrics.
-Tips to determine objectives, align strategies and pick the right Twitter metrics for your brand.
-Strategies for tracking performance and transforming analytics into actionable insights.
The document summarizes key findings from a study of Instagram usage by the top 100 global brands in Q3 2014. It finds that more brands are actively using Instagram, with 86% now having accounts compared to 54% in 2012. Brands are standardizing their posting frequencies and driving more user engagement. Media brands are the most active on Instagram, averaging more posts and higher engagement than other industries. Overall, as brands increase and improve their Instagram activities, user engagement with branded content is growing substantially.
This document provides an overview of key Twitter metrics that can be used to analyze a Twitter account's performance. It defines common metrics like engagements, retweets, mentions, favorites, hashtags, potential reach, potential impressions and others. It explains how to calculate engagement and the difference between mentions and replies. The document also outlines basic and advanced ways to analyze metrics to optimize account engagement, measure audiences, campaigns and influence. It provides examples of analysis reports and tools for reporting.
This document provides definitions and explanations of key Twitter metrics that can be used to analyze Twitter performance. It discusses engagement metrics like retweets, mentions, replies and favorites. It also covers metrics like potential reach and potential impressions that measure an account's total possible audience. The document aims to explain how to understand and leverage these metrics to improve Twitter strategies and campaigns.
The document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It explains how to measure account engagement, audience, share of voice, and visual content effectiveness. The document also outlines tools for optimizing site traffic, customer service, campaigns, and influence on Twitter.
This document provides a guide for companies on delivering effective customer service on Twitter. It discusses how customer service is shifting to social media platforms like Twitter, where consumers' expectations of 24/7 service are rising. The document outlines the business opportunities for companies to improve customer satisfaction, gain operational efficiencies through lower costs, and generate new revenue through proactive engagement on Twitter. It also examines the challenges of proliferating customer touchpoints and setting up proper Twitter customer service capabilities. The guide then provides a 7-step framework for companies to establish a vision, define goals, implement a customer service strategy, and continuously improve their Twitter customer service over time to capture value and create differentiated customer experiences.
Guide Services clients sur Twitter / Customer service on twitter playbook 2015polenumerique33
This document provides a guide for companies on delivering effective customer service on Twitter. It discusses how customer service is shifting to social media platforms like Twitter, where consumers' expectations of 24/7 service are rising. The summary is:
1) Customers are increasingly using Twitter to contact brands for customer service and expect rapid responses, while Twitter enables personalized, low-cost interactions.
2) Case studies show brands can improve satisfaction, gain insights, increase revenue and reduce costs by 80% with Twitter customer service compared to phone calls.
3) However, scaling Twitter customer service poses challenges like prioritizing high-volume requests across channels and building specialized response capabilities.
4) The document offers a 7-
This document provides a guide for companies looking to implement effective customer service on Twitter. It discusses trends showing customers are increasingly contacting companies on Twitter for customer service. The guide outlines a seven step process for setting up customer service on Twitter, including setting a vision, defining goals and metrics, operationalizing a strategy, and building capabilities to scale. It also shares success stories from companies like Hilton and Microsoft and highlights how Twitter uniquely enables customer service through its conversational, public and real-time nature. The overall document serves as a playbook to help companies navigate providing customer service on the Twitter platform.
As Twitter continues to grow, and see record activity, brand marketers are focusing more and more attention on their audience engagement across the network. As Twitter continues to grow, and see record activity, brand marketers are focusing more and more attention on their audience engagement across the network.
This document discusses social media analytics and how to measure success on social media platforms. It explains that social analytics uses tools to analyze social listening, management, advertising and provide metrics to optimize marketing strategies and meet business goals. Key performance indicators and metrics are discussed for platforms like Facebook, Twitter, YouTube, Instagram and LinkedIn. Competitive analysis and benchmarking are also presented as important ways to understand performance in context of the industry. The overall vision is to become the standard for measuring and optimizing social media marketing.
Power to the People: Customer Care and Social MediaCognizant
The growth of social media, including Facebook and Twitter, offers many opportunities for businesses to connect with customers. Nonetheless, most companies still view social media as an extension of their traditional sales and marketing efforts; few are using social media to strengthen customer care and offer customers consistent, seamless and satisfying experiences.
Connect Direct Mail With Marketing Automation - New WhitepaperDennis Kelly
Download our new PURL Marketing Whitepaper and learn how recent advances let you easily connect inbound marketing automation with outbound direct mail to maximize campaign results. Direct marketing is best at finding new leads quickly. Marketing Automation is best at nurturing leads for higher close rates. This PURL Marketing Whitepaper dives into the ways to make these two, previously disconnected efforts, work together for better marketing results.
Staffing Industry Sales Communication Benchmarking ReportTextUs™
The document summarizes the results of a survey of 45 staffing firms on their use of communication methods like email, social media, and text messaging. It finds that over half of firms expect to grow more than 20% in 2015. Firms predicting higher growth communicate through social media and text messaging more than others. Both fast-growing and slow-growing firms see texting as effective, but fast-growing firms use it more extensively. Many firms use text messaging software and power dialers to improve efficiency. Candidates generally respond positively to companies that use text messaging.
Email Marketing - Critical for your businessEdureka!
The webinar covered email marketing and its importance for businesses. It discussed key email marketing metrics like open and click-through rates. The presenter, Rishabh Garg, has over 5 years of experience in digital marketing. He compared the performance of email marketing to other channels like social media and search and highlighted that email delivers a higher return on investment and conversion rate. Additionally, the webinar explored the role of email in various stages of the sales process, from lead generation to nurturing prospects.
Texts Are The New Support Channel: How to Use SMS For Customer ServiceCallHub
SMS for customer service is a highly efficient, instantaneous, and engaging channel. And yet underutilized by 65% of businesses. Learn how to use it for your brand.
The document describes the Epsilon Response Network (ERN), which is a tool that automates advanced email marketing objectives while providing analytics. The ERN offers several features, including a reactivation engine to automate win-back programs, scheduling intelligence to personalize email delivery times, a mobile marketing suite to address low conversion rates for emails opened on mobile, and analytics reports. It also describes privacy protections for consumer data.
The document provides an introductory guide on how to use Twitter for business. It discusses setting up and optimizing a Twitter profile, including signing up, personalizing the profile, finding people to follow, getting followers, and engaging with your network. It then covers using Twitter for marketing, lead generation, public relations, customer service, and tracking campaigns. The goal is to help businesses understand how Twitter can be used as a relationship-building tool to meet potential customers, promote brands, and interact with client bases.
The document analyzes customer service on Twitter for the top 100 global brands as measured by Interbrand. Some key findings include:
- More brands are maintaining customer service Twitter accounts, and these accounts are more active, responding to customer issues more quickly.
- Customer mentions of brand accounts have increased 41% year-over-year as customers increasingly use Twitter for customer service.
- Top brands respond quickly, with 95% responding within 48 hours and 91% within 24 hours. This meets or exceeds customer expectations for response times.
- Brands employ various response tactics on Twitter, most commonly directing customers to online resources but also apologizing, requesting more information, and directing customers to call or email.
The document is a report from Simply Measured analyzing Twitter usage among the top 100 global brands in Q4 2014. Some key findings include:
- Brands increased posting by 11% year-over-year while growing audiences by 38% on average, and engagement per post rose 85%.
- Photos were the most common content and generated the most engagement, while links were also popular but engaged users less.
- Brands significantly increased interactions with users, with @replies making up 68% of tweets on average.
- Media brands like MTV and Disney drove the most overall engagement, while restaurant brands excelled at one-on-one interactions.
Complete guidetotwitteranalyticssimplymeasuredDaniel Howard
This document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It discusses how to measure account engagement, audience, share of voice, and visual content effectiveness. It also explains how to optimize for site traffic, measure customer service, campaigns, and influence. The document aims to help readers understand Twitter analytics and how to use metrics to improve strategies and prove social media value.
This document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It discusses how to measure account engagement, audience, share of voice, and visual content effectiveness. It also explains how to optimize for site traffic, measure customer service, campaigns, and influence. The document aims to help readers understand Twitter analytics and how to use metrics to improve strategies and prove social media value.
The Complete Guide to Twitter MeasurementMohamed Mahdy
This document provides a comprehensive guide to measuring performance on Twitter. It defines key engagement metrics like retweets, mentions, favorites and hashtags. It explains how to calculate potential reach and impressions to measure the size of the audience seeing tweets. Advanced analyses are also covered, like optimizing tweets to drive traffic or improve customer service. Tools for reporting and further resources are included at the end.
Digital and social media afford businesses of all sizes a plethora of data that, if used correctly, can positively impact workflow, performance and profitability. In this guide, we’ll cover how measuring your Twitter presence and your audience’s response to it can turn seemingly random social interactions into strategy-changing insights.
Explore These Themes:
-A reference guide that includes definitions for Twitter metrics.
-Tips to determine objectives, align strategies and pick the right Twitter metrics for your brand.
-Strategies for tracking performance and transforming analytics into actionable insights.
The document summarizes key findings from a study of Instagram usage by the top 100 global brands in Q3 2014. It finds that more brands are actively using Instagram, with 86% now having accounts compared to 54% in 2012. Brands are standardizing their posting frequencies and driving more user engagement. Media brands are the most active on Instagram, averaging more posts and higher engagement than other industries. Overall, as brands increase and improve their Instagram activities, user engagement with branded content is growing substantially.
This document provides an overview of key Twitter metrics that can be used to analyze a Twitter account's performance. It defines common metrics like engagements, retweets, mentions, favorites, hashtags, potential reach, potential impressions and others. It explains how to calculate engagement and the difference between mentions and replies. The document also outlines basic and advanced ways to analyze metrics to optimize account engagement, measure audiences, campaigns and influence. It provides examples of analysis reports and tools for reporting.
This document provides definitions and explanations of key Twitter metrics that can be used to analyze Twitter performance. It discusses engagement metrics like retweets, mentions, replies and favorites. It also covers metrics like potential reach and potential impressions that measure an account's total possible audience. The document aims to explain how to understand and leverage these metrics to improve Twitter strategies and campaigns.
The document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It explains how to measure account engagement, audience, share of voice, and visual content effectiveness. The document also outlines tools for optimizing site traffic, customer service, campaigns, and influence on Twitter.
This document provides a guide for companies on delivering effective customer service on Twitter. It discusses how customer service is shifting to social media platforms like Twitter, where consumers' expectations of 24/7 service are rising. The document outlines the business opportunities for companies to improve customer satisfaction, gain operational efficiencies through lower costs, and generate new revenue through proactive engagement on Twitter. It also examines the challenges of proliferating customer touchpoints and setting up proper Twitter customer service capabilities. The guide then provides a 7-step framework for companies to establish a vision, define goals, implement a customer service strategy, and continuously improve their Twitter customer service over time to capture value and create differentiated customer experiences.
Guide Services clients sur Twitter / Customer service on twitter playbook 2015polenumerique33
This document provides a guide for companies on delivering effective customer service on Twitter. It discusses how customer service is shifting to social media platforms like Twitter, where consumers' expectations of 24/7 service are rising. The summary is:
1) Customers are increasingly using Twitter to contact brands for customer service and expect rapid responses, while Twitter enables personalized, low-cost interactions.
2) Case studies show brands can improve satisfaction, gain insights, increase revenue and reduce costs by 80% with Twitter customer service compared to phone calls.
3) However, scaling Twitter customer service poses challenges like prioritizing high-volume requests across channels and building specialized response capabilities.
4) The document offers a 7-
This document provides a guide for companies looking to implement effective customer service on Twitter. It discusses trends showing customers are increasingly contacting companies on Twitter for customer service. The guide outlines a seven step process for setting up customer service on Twitter, including setting a vision, defining goals and metrics, operationalizing a strategy, and building capabilities to scale. It also shares success stories from companies like Hilton and Microsoft and highlights how Twitter uniquely enables customer service through its conversational, public and real-time nature. The overall document serves as a playbook to help companies navigate providing customer service on the Twitter platform.
As Twitter continues to grow, and see record activity, brand marketers are focusing more and more attention on their audience engagement across the network. As Twitter continues to grow, and see record activity, brand marketers are focusing more and more attention on their audience engagement across the network.
This document discusses social media analytics and how to measure success on social media platforms. It explains that social analytics uses tools to analyze social listening, management, advertising and provide metrics to optimize marketing strategies and meet business goals. Key performance indicators and metrics are discussed for platforms like Facebook, Twitter, YouTube, Instagram and LinkedIn. Competitive analysis and benchmarking are also presented as important ways to understand performance in context of the industry. The overall vision is to become the standard for measuring and optimizing social media marketing.
Power to the People: Customer Care and Social MediaCognizant
The growth of social media, including Facebook and Twitter, offers many opportunities for businesses to connect with customers. Nonetheless, most companies still view social media as an extension of their traditional sales and marketing efforts; few are using social media to strengthen customer care and offer customers consistent, seamless and satisfying experiences.
Instagram the - visual storytelling platform that offers both flexibility and function like we’ve never seen before, here is the detail analytic research report of the end year 2015.
Measuring What Matters: Knowing Your Audience, Content, and Key Metrics nmorgan66
Socialbakers keynote at Social Media Week 14 in London. Performance is relative, so here I make the case for using comparative metrics for 'Smarter' social marketing. I look at three phases of social maturity, suggest the right KPIs for different types of business. I then look at three benchmarks we publish for social content, social care and social ads including the launch of the Smart Storyteller benchmark. Includes a cheeky look at the real story behind the Oreo social brand.
Why is it important to provide quality social customer
care?
What are the current social customer care trends
that are happening globally and in the US?
How is this going to help benefit your business?
Why is it important to provide quality social customer
care?
What are the current social customer care trends
that are happening globally and in the US?
How is this going to help benefit your business?
Similar to Twitter customerservicestudysimplymeasuredmarch2014 (20)
Tuve la oportunidad de compartir esta charla con la Junta Directiva de FEDECREDITO, a quienes les ofrecemos nuestros servicios de publicidad digital desde hace algunos años.
Jorge Guerrero ha estudiado periodismo, comunicación corporativa, manejo de crisis y reputación, y diseño de estrategias y marketing digital. Cuenta con 5 años de experiencia en periodismo económico y 15 años en comunicación corporativa y manejo de crisis. Los últimos 8 años se ha dedicado al diseño de estrategias de marketing digital. Ofrece servicios de consultoría en diseño de estrategias digitales, manejo de crisis, e investigación y medición de resultados digitales.
El documento habla sobre los riesgos del bullying y acoso escolar en línea. Señala que 42% de los niños han sufrido bullying escolar en línea, 35% han sido amenazados en línea, y 21% han recibido mensajes amenazantes. Además, 58% de los niños no le cuentan a sus padres sobre eventos amenazantes en línea. El bullying cibernético usa la tecnología como correo, mensajes, redes sociales para acosar, amenazar e intimidar de forma repetida.
Este documento presenta los resultados de un estudio realizado por iLifebelt sobre el uso de Internet y redes sociales en Centroamérica y el Caribe. Los principales hallazgos son: 1) la mayoría de usuarios de redes sociales en la región son varones entre 21 a 30 años de edad, 2) el hogar es la ubicación más frecuente de acceso a Internet, y 3) las redes sociales más populares son WhatsApp, YouTube y Facebook.
El documento habla sobre el marketing digital y las redes sociales. Explica que una marca es una historia que debe contarse a través de contenido valioso y conversaciones auténticas en plataformas digitales. También discute estrategias como SEO, SEM y el uso de canales propios, logrados y pagados para atraer a los consumidores y generar tráfico, prospectos y clientes.
El caso de Domino's Pizza Perú involucró una cucaracha encontrada en una pizza pedida por un cliente. Este publicó fotos en redes sociales, generando una crisis para la empresa. Domino's cometió varios errores como no asumir responsabilidad, trasladarla al cliente y disculparse tarde, lo que amplificó la crisis y forzó el cierre de sus operaciones en Perú. La lección es que las empresas deben asumir rápidamente las crisis, tomar el control de la narrativa, contar con planes de contingencia y decir la verdad para proteger
Este documento ofrece consejos para aumentar seguidores en Twitter, incluyendo definir un propósito claro, optimizar el perfil, escuchar activamente a la audiencia, ofrecer valor agregado, ser auténtico y desarrollar una voz única. También recomienda compartir contenido relevante, interactuar con influencers, pedir retweets y mostrar atención a los seguidores. El objetivo general es establecer relaciones significativas con la audiencia.
El documento ofrece estrategias para aumentar fans en redes sociales. Explica que el marketing del siglo XXI se centra en atraer a los consumidores ofreciendo valor personalizado en lugar de interrupciones masivas. Recomienda crear contenido atractivo e informativo de forma regular para generar interacción y convertir a los clientes en fans comprometidos a largo plazo.
Este documento describe el proceso para gestionar una crisis digital de manera efectiva. Explica que una crisis requiere monitoreo continuo de las redes sociales para identificar problemas, evaluar su gravedad y decidir la respuesta apropiada. Se presenta el caso del vuelo 214 de Asiana para ilustrar cómo una crisis puede desencadenarse rápidamente en línea y la importancia de responder de manera oportuna. El proceso recomendado incluye identificar, evaluar, clasificar, responder y aprender de una crisis para mejorar los protocolos de respuesta futuros.
El documento presenta varias reflexiones sobre la tecnología y su impacto en los consumidores. Señala que la conectividad se ha vuelto una necesidad básica y que las personas comparten más detalles de su vida en línea cada año. También destaca que los consumidores están más conectados a través de múltiples redes sociales y que las marcas deben entregar información valiosa en lugar de solo promociones para mantener a los clientes.
Este documento proporciona consejos para mejorar las interacciones en Twitter. Explica que los tweets con imágenes, hashtags, enlaces y solicitudes de retweets tienden a generar más interacciones. Recomienda publicar de 1 a 4 tweets por día, especialmente entre las 8 am y las 7 pm, incluso los fines de semana. También recomienda medir las interacciones usando herramientas como Twitter Analytics y crear un calendario de contenido para planificar publicaciones con antelación.
Este documento presenta una capacitación sobre marca personal y estrategia digital para asociados independientes de Herbalife. Explica que las redes sociales más populares en Centroamérica son Facebook, Google+, Twitter, YouTube y Messenger, y que el contenido de valor es fundamental para atraer consumidores digitales. También describe la importancia de planificar objetivos, audiencia, canales, contenido y métricas para una estrategia efectiva que genere ventas a través de las redes sociales.
The document provides definitions and explanations of key Facebook metrics that are important for analyzing marketing performance on Facebook. It discusses metrics like engagement, engaged users, engagement rate, and reach. It explains how to calculate these metrics and what they mean for measuring the effectiveness of content, the size and quality of the audience, and how content performs on Facebook. The goal is to help marketers and community managers use these metrics to improve their Facebook strategies.
El documento presenta una introducción a las estrategias de marketing digital y comunicación en redes sociales. Explica que los medios sociales deben usarse como parte de una estrategia general de marketing y no solo como tácticas aisladas. También describe tres tipos de medios (pagados, ganados y propios) y el proceso de planificación de objetivos, metas e indicadores. Finalmente, ofrece algunas herramientas y consejos para gestionar comunidades en redes sociales de manera efectiva.
Este documento resume los conceptos clave de la Web 2.0, el Community Manager y la integración de nuevas tecnologías para la reputación y generación de negocios. Explica la evolución de la Web de solo lectura (Web 1.0) a una Web participativa (Web 2.0), donde los usuarios pueden interactuar y compartir contenido. También describe el impacto de estas plataformas en las relaciones sociales y los negocios, y cómo figuras como los influencers han creado oportunidades a través de las redes sociales.
El documento describe una investigación realizada por StatSocial y Burson-Marsteller en septiembre y octubre de 2013 sobre los seguidores en Twitter de las principales empresas de siete industrias del Fortune Global 100. Los datos fueron recopilados de las cuentas principales en Twitter de las empresas y analizados para determinar el perfil, ubicación, intereses y demográficos de los seguidores según la industria.
Este es un excelente estudio dado a conocer en 2013, en el que indica cómo se comporta el consumidor de América Latina y el mundo. Lo valioso del informe son los insights de los gustos y preferencias de los consumidores conectados.
El consumidor ha pasado de ser receptor de mensajes y se ha convertido en el actor principal de las nuevas estrategias de marketing digital. El consumidor ahora es el medio para realizar campañas exitosas de marketing.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
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From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
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Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
2. Table of Contents
INTRODUCTION | 01
DEFINITIONS | 04
KEY FINDINGS | 05
1) Mentions of dedicated customer service
handles increased by 44% year-over-year
2) Brands have increased their response rate
by 43% YOY, now averaging 60%
3) Average response time has slowed down by 10% YOY
TACTICS FOR MANAGING | 09
ASKAMEX - BEST IN CLASS CASE STUDY | 12
7 BEST PRACTICES FOR STELLAR CUSTOMER SERVICE ON TWITTER | 16
CONCLUSION | 18
ABOUT SIMPLY MEASURED
3. 1
HOW THE WORLD’S BEST BRANDS USE TWITTER FOR CUSTOMER SERVICE A SIMPLY MEASURED STUDY | MARCH 2014
In the lead-up to the Sochi Winter Olympics, Twitter was on fire with Tweets from journalists talking about conditions in the city – including things like “dangerous water”, side-by-side toilets, unfinished hotels and uncovered manholes.
This proliferation of feedback is an interesting demonstration of the way Twitter users have adopted the platform to alert businesses to customer service issues. Over the past seven years, the ways in which users use Twitter to contact brands has been a snowball effect. At first, users were pleasantly surprised if brands responded to customer service issues; today, users have come to expect a response and are surprised when brands DON’T. And brands find that when they don’t respond in a timely fashion, the negative sentiment generated around the brand can become a PR nightmare.
At this stage in the digital game, many brands are well aware that they cannot afford not to address customer service issues that arise on Twitter. The the word of mouth negative Tweets generate greatly impacts their brand’s image. Many top brands are responding by improving their customer service strategies on social networks.
As we continue to monitor social media trends, we’ve found that for best-in- class brand, it pays to use a dedicated customer service handle.
4. 2
Last year, we published two studies on customer service on Twitter and found that 32% of the Interbrand 100 companies, the world’s biggest brands, were actively using dedicated customer service handles to respond to customer issues. This year, we decided to revisit the list and measure the change in both user adoption of these dedicated handles (as measured by the number of mentions of the dedicated handle; the “inbound” flow) and the brand adoption of a dedicated customer service handle.
After completing the study, we found that the number of Interbrand 100 companies that adopted a dedicated customer service handle hasn’t changed. However, we found that users have adopted these dedicated handles and the increase in mentions grew by 44% year-over-year (YOY). In addition, we found that the brands with dedicated customer service handles have shown improvements in response rate despite the overwhelming increase in mentions. The best-in-class brands, the top 10 brands on the list, have averaged a whopping 83% response rate to all inbound mentions of the dedicated handle. It’s a testament to these brands’ world-class customer service performance.
So if the benefits are so great, why aren’t more brands doing it?
Our study will try to answer this and other questions. We’ll outline what the world’s best brands are doing and how you can leverage the data to help manage your brand’s reputation on Twitter. But first, let’s define a few terms we’ve used in this study that will help clarify the process as we go over key ways you can improve your Twitter customer service.
Only 32 of the Interbrand 100 companies have a dedicated customer service presence on Twitter.
5. 3
Companies with customer service handles
32
Days of data (Beginning in January 2014)
31
Total Tweets analyzed
186,013
Total Mentions analyzed
95,646
Total @Replies analyzed
57,613
Total Sent Tweets analyzed
32,754
6. 4
DEFINITIONS
Customer Service Handles
When we use the term “dedicated customer service handle”, we’re talking about handles like @NikeSupport, @AskAmex, or @AmazonHelp. These are Twitter handles dedicated specifically to handle customer service requests, independent of the brand’s main Twitter account.
Total Mentions
The total mentions metric is gauged by how many times your brand is mentioned – excluding retweets. In this study, it applies to only handles dedicated to customer service.
Total Responses
Total responses are measured by the number of times your brand responds to mentions of your customer service @handle.
Response Time
This is the amount of time it takes an account to respond to a Tweet and can be measured by subtracting the time of the original inbound Tweet from the time of your response.
Average Response Time
The average of your response time during a specific time frame; in this study, January 2014.
Response Rate
Your response rate is based on the number of Tweets you respond to. To measure it, divide the number of mentions you’ve responded to by the total number of Tweets that mention your brand handle.
Tweets Sent
In this study, we’ve counted the number of overall Tweets sent by a customer service brand handle, including responses to users who may have sent a Tweet to the regular brand handle. Since we couldn’t count the number of customer service Tweets that mention the primary brand handle, this number is the best way to indicate the additional responses that the customer service handle sent out in response to those Tweets.
7. 7
5
KEY FINDINGS
#1: Users are adopting Twitter as a legitimate and valid customer service channel. Mentions of dedicated customer service handles increased by
44% year-over-year.
During January 2014, the customer service handles in this study received a total of 95,646 mentions. This represents a 44% increase year-over-year compared to the monthly average during Q1 of 2013.
This shows that users have adopted Twitter and these dedicated handles as a legitimate and valid way to interact with the brand’s customer service team. This overwhelming increase in inbound Tweets is also a testament to the brand’s ability to direct users to interact with these customer service handles rather than the brand’s primary handle.
Customer Service @handle Mentions (monthly average)
120,000
100,000
80,000
60,000
40,000
20,000
0
Jan 2014
95,646
Q1 2013
66,210
Q2 2013
69,659
8. 6
#2: Despite the increase in inbound flow of customer service tweets, brands have increased their response rate by 43% YOY, now averaging at 60%.
The brands with dedicated customer service handles have shown improvement in overall response rate, despite the increase in inbound Tweets. This indicates that more resources are given to these customer service teams to handle customer service interaction on Twitter.
Overall, the brands have grown their response rate by 43%, but given the increase in inbound Tweets, they had to more than double their total direct responses (Tweets with @reply). The monthly average increased from 27,652 in Q1 of 2013 to 57,613 in January 2014; an increase of 208% YOY.
These brands are getting better, not only at replying to the Tweets sent directly to the customer service handle (measured as total mentions), but also at interacting with customers that Tweet directly to the brand’s primary handle.
Average Response Rate (monthly average)
Total Responses (monthly average)
70%
60%
50%
40%
30%
20%
10%
0%
70K
60K
50K
40K
30K
20K
10K
0
Jan 2014
60%
Jan 2014
57,613
Q1 2013
42%
Q1 2013
27,652
Q2 2013
45%
Q2 2013
31,258
9. 7
The graph above shows the total number of Tweets sent from the customer service handles on a monthly basis during the three time periods analyzed along with the total responses sent in that time frame (Tweets starting with
@reply), and the remaining Tweets sent by customer service handles.
The total sent Tweets represent the entire activity the customer service handles generated during the time period. The total responses represent the activity the team handled responding to specific Tweets directed to the customer service handle. The difference between them shows the additional activity the team had outside of responding to inbound Tweets.
We can assume that the vast majority of that activity had two purposes – promoting the existence of the dedicated handle and responding to customer service Tweets sent to the brand’s primary handle.
The growth in all three numbers show the sheer volume of activity the customer service team had to manage on an ongoing basis. With such an increase in activity volume, you would expect that without scaling the teams, response rate would decline, response time would increase, or worse, both would deteriorate. If response rate actually improved, what happened with response time?
Sent Tweets by Customer Service Handles
100,000
80,000
60,000
40,000
20,000
0
Q1 2013
47,098
27,652
19,446
Jan 2014
90,367
57,613
32,754
54,013
31,258
22,755
Q2 2013
(breakdown of monthly average)
Sent Tweets not @Replies
Total Responses to mentions
Total Sent Tweets
by Customer Service Handle
10. 8
#3: While response rate has increased, average response time has slowed down by only 10% YOY.
Response time improved in Q2 of 2013 going down to an average of 4:36 hours. With increased Tweet volume in Q1 of 2014, though, the average response time increased - slowing the response time down to 5:36 hours. Though response time increased the fact that it only increased by 10% is remarkable. With a 208% increase in outbound Tweets, we would have expected a much longer response time.
In many industries an average response time of less than 24 hours is acceptable and over 90% of the brands responded to Tweets within that time frame.
However, in some industries, customers expect an almost-immediate response to their inquiry. In those cases, we believe customers would rather use a more traditional customer service channel like a call center or online help.
Average Response Time (hours)
6:00
4:45
3:30
2:30
1:15
0
Jan 2014
5:36
Q1 2013
5:06
Q2 2013
4:36
Average Customer Service Account Response Times
100%
80%
60%
40%
20%
0%
Within 24 hours
% of Dedicated CS Accounts
Within 16 hours
Within 4 hours
Within 2 hours
Within 1 hours
97%
81%
34%
16%
6%
94%
88%
47%
22%
13%
January 2014
March - May 2013
11. 9
LEARNING FROM THE BEST-IN-CLASS:
TACTICS FOR MANAGING CUSTOMER SERVICE ON TWITTER
We looked at top brands, including Nike, American Express, and Amazon, to find out what they’re doing to improve their customer service strategy using a dedicated customer service handle. We were able to pinpoint just what best-in-class brands are doing to excel at customer service
Managing response rate: Over the past year, we found that the average response rate increased to 60%, with the top business coming in at a response rate average of 83%. This means that as users turn to Twitter to give feedback or ask questions, these brands are scaling their customer service efforts to keep up with demand.
Managing response time: As the number of customer service Tweets increases so does the average response time, with brands working diligently to keep up with demand. In considering response rate as a function of response time, one impressive statistic stands out: that response time only went up 10%. This figure is amazing considering the significant increase in requests. The top brand is able to respond in less than 30 minutes, which is a significantly shorter length of time than last year.
Average Response Rate
Average Response Time in Hours
0 2 4 6 8 10 12 14 16 18
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Customer Service Brand Performance
@NikeSupport
@NokiaHelps
@Microsofthelps
@UPSHelp
@AskAmex
@SamsungSupport
@AmazonHelp
@DellCares
@AdobeCare
@HSBC_UK_Help
12. 10
Managing how they respond: Many brands are creating tactics to handle customer service on Twitter, especially if their customer service handle is new, and these tactics have changed very little over the last year. One of the most common tactics used in Twitter customer service is to direct users to a brand web page – whether a FAQ or otherwise. This tactic only accounts for about 23% of total Tweets, while about 17% of total Tweets request that the user contact the company directly by mail, phone, or direct message.
From this statistic, we can assume that brands are relying heavily on per- determined customer service responses to keep up with customer service demands. For brands that see a large number of customer service requests that they must respond to, these “canned responses” can be an effective way to help the largest number of people in the shortest amount of time, especially if you’re a business trying to maximize your response rate and minimize your response time.
Note: Not all mentions even require a response. Brands are also fielding mentions that have been directed at the main brand handles in lieu of a dedicated customer service handle.
Overlap in Competitor Mentions vs. Share of Voice
Request more info
Direct users to call
Direct users to site
Direct users to email
Direct users to DM
@NikeSupport
Percentage of Tactical Sent Brand Tweets
@NokiaHelps
@Microsofthelps
@UPSHelp
@AskAmex
@SamsungSupport
@AmazonHelp
@DellCares
@AdobeCare
@HSBC_UK_Help
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
13. 13
11
Managing when they respond: One statistic we noticed for accounts with a dedicated customer service handle is that the response time goes down significantly during business hours. With employees there to staff the customer service accounts, many businesses see a rise in both mentions and response times between 7:00am and 2:00pm. Twitter users are likely to get a prompt answer from a brand’s customer service handle when they know the account is staffed.
This may seem obvious, but the valuable lesson here is that if a brand is looking to decrease response time and increase response rate to handle the largest number of customer service Tweets, the brand must scale up personnel who handle these customer service accounts to compensate for the increase in demand.
Brands with a significant number of after-hours customer service requests may consider adding to their customer service team to make sure that the customer service handle is adequately staffed.
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CASE STUDY – AMERICAN EXPRESS
American Express has adopted a customer service handle, @AskAmex, to answer customer support issues. The account currently has 47.1K followers and answers questions on everything from card-member benefit questions, to account issues, to questions about contests and promotions.
Response Rates for @AskAmex
We ran a Simply Measured Twitter Customer Service analysis on the
@AskAmex handle to find trends in both customer requests and customer service. Looking at the Twitter Account Activity and Engagement report, it’s clear that during the first week of 2013, the @AskAmex account had around 800 mentions (excluding retweets) and at the highest point, was receiving around 24,255 mentions (in the beginning of December). This is an unbelievable number – an increase of almost 3000% shows how well American Express has done in driving adoption of the @AskAmex handle by its user base.
Followers Added
Mentions
Excl. RTs
Followers
Tweets Sent
Retweets
Favorites
14.1K
114K
45.2K
60K
1,025
175
Account Follower Totals
Engagement Details
Retweets & Mentions
Tweets Sent
Tweets Sent
1 year of tweets: December 30, 2012 to January 4, 2014 (Weeks)
Retweets
Favorites
Mentions Excl. RTs
30K
25K
20K
15K
10K
5K
0
4K
3.5K
3K
2.5K
2K
1.5K
1K
.5K
0
Twitter Account Activity and Engagement
Total Followers
New Followers
Followers
1 year of tweets: December 30, 2012 to January 4, 2014 (Weeks)
Followers Added
50K
45K
40K
35K
30K
25K
20K
15K
10K
5K
0
1.2K
1K
800
600
400
200
0
Total Account Followers
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How follower counts impact response rate
Looking at the follower count for @AskAmex, we see that the follower number jumped up in the same week they saw a spike in mentions, adding an extra 1,107 followers to the account. This shows the obvious challenges in trying to respond to every customer’s needs during periods with large numbers of customer service issues.
To confirm this assumption we looked at the Response Frequency by Follower Count and found that as the customer service request load grew, the response frequency dropped from 80% to 14%. Since many mentions don’t warrant a response, we can assume that with the huge jump in mentions, the @AskAmex account became more selective about when it responded and who it responded to.
It’s also very likely that not all of the followers added mentioned the @AskAmex handle specifically for a customer service request. More importantly, a number of the mentions of the customer service handle also came from other American Express handles like @AmericanExpress and @AmexServe, or other companies altogether, which would influence response rate.
@dagongster We think it’s great that we each remind you of the other! We love @AskAmex. #Partners
JetBlue Airways @JetBlue • Dec 21
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Effectively managing response times
The @AskAmex account performed well in response time. 76% of customer service responses from the handle happened in 30 minutes or less. Even accounting for longer response times – for example, after hours – the average response time per mention is only 189 minutes (just over 3 hours). This means that there are enough customer service representatives on staff to keep the response time low. We can also assume a number of the responses are canned – that @AskAmex has a standard policy on how to respond to these requests.
We can correlate this data with the company’s business hours. Between 8:00 am and 8:00 pm, we found that the brand was able to handle a proportionate number of mentions in a low response time.
Brand Response Time Distribution
80%
70%
60%
50%
40%
30%
20%
10%
0%
<30 Mins
76%
30 to 60 Mins
5%
1 hr - 6 hrs
6%
6 hrs - 24 hrs
9%
>24 hours
3%
Twitter Account Activity by Hour
8K
7K
6K
5K
4K
3K
2K
1K
0
500
450
400
350
300
250
200
150
100
50
0
Mentions & Replies
Avg. Response Time
Mentions
@Replies
12:00 AM
2:00 AM
4:00 AM
6:00 AM
8:00 AM
10:00 AM
12:00 PM
2:00 PM
4:00 PM
6:00 PM
8:00 PM
10:00 PM
Response Time (in minutes)
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@AskAmex also does a great job of alerting their customers to when the account is staffed, using Tweets like the following:
Here, they are setting expectations for when the customer service account is staffed which reduces the amount of mentions after hours. If we correlate this to the above chart, we can assume that because @AskAmex lets their followers know when the account is staffed, the users who follow the customer service handle do not send in many requests after hours.
For brands that do not staff a customer service handle around the clock, this is a great example of ways to manage outliers that could skew reporting.
Directing users to the customer service handle
American Express uses several different handles for several areas of business, but users often direct their questions to the handle they converse with the most. Each handle is diligent in making sure they route these users to the customer service handle when appropriate.
Good morning & happy Thursday! Please reach out if we can be of assistance.
Ask Amex @AskAmex • Mar 6
We are heading out the door. We’ll tweet you in the morning when we return. Have a good one!
Ask Amex @AskAmex • 18h
@lewellyn Hi Matt. We are so sorry for this inconvenience. Looping in our customer care team @AskAmex who would be happy to assist you.
Amex Serve @AmexServe • Feb20
Guess I’m going to the bank today. Finally tried to add a check to @AmexServe and the iOS app crashes and the Android app can’t read it. :(
Matt Lewandowsky @lewellyn • Feb20
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In an age where Twitter has become the go-to medium for customers looking to provide feedback or solve problems, brands must adapt their Twitter strategy to better serve their customers. We’ve provided a checklist for the five practices best-in-class brands adopt to better handle customer service requests and maintain positive sentiment about their brand.
1.Dedicated handleAs we mentioned in the beginning of this guide, brands who have adopted dedicated customer service handles have an easier time managing customer service requests for both the dedicated handle, and for the brand’s main handle. With a dedicated handle, brands can ensure that customer service requests are being taken care of in a manner consistent with the brand’s overall customer retention strategy.
A dedicated customer service handle can help your brand separate a wide range of customer service requests from other types of mentions so you can effectively monitor your social customer service process. In addition, it can be a great way to naturally gain followers. Through proactive monitoring and engagement, you have the ability to build positive sentiment around your brand, which will help increase your audience size and encourage engagement.
2.Dedicate team and the right tools
BEST PRACTICES FOR STELLAR
CUSTOMER SERVICE ON TWITTER
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3. Canned answers + resources
Our study shows that having responses on-hand can help reduce your response time and help increase response rate, as your customer service representatives have more sophisticated resources available to resolve issues. In addition, outline where you’ll direct different types of customer service requests, whether you ask for more information from your customers, direct them to email, direct them to a webpage, or solve the issue in a direct message.
4. Rules of engagement and primary handle guidelines
If you’re debating on whether or not to set up a dedicated customer service handle, you’ll want to determine how to handle customer service requests that are directed to the primary handle. You’ll also want to monitor mentions of your brand name in the event that Twitter users aren’t following, or aren’t aware of your brand handles. Effective monitoring can help resolve customer issues before they start – helping to keep sentiments positive around your brand handle. Not only that, but as we saw in the @AskAmex case study, letting your followers know (daily) when your customer service handle is staffed will greatly help reduce posts when that handle is not staffed.
5. Promoting your handle
When you’re setting up a dedicated customer service handle, consider where you’ll promote the handle – for example, you may want to link your handle via your customer support page, so that users have a range of options to contact your customer service representatives. You may want to also find a way to link your main handle to your customer service handle (for example, in your brand bio) so that users who visit your profile are aware that you’ve got a dedicated customer service handle.
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6. Reducing your response time
This is one way of letting your followers know that they are important to your business. In addition, it’s a proactive way to address negative word of mouth that may affect the sentiment generated around your brand.
7. Responding to as many mentions as possible
Responding to a majority of requests is a great way to keep your followers happy, and engaged. If your brand responds to as many mentions as possible, your users are more likely to mention your brand handle more often, which means your handle has the potential to reach followers who may be outside your reach.
CONCLUSION:
Understanding the rules of engagement for customer service on Twitter is a crucial step to managing your overall customer service strategy. As more and more users turn to Twitter to ask questions, give feedback, praise or complain about a brand, brands need to be proactive in managing their brand image – by showing customers that they’re listening, and that they care. Since Twitter is a word-of-mouth platform, these steps are essential for any company looking to increase their business in the digital world.