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Social Media bei Swisscom Privatkunden

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Social Media bei Swisscom Privatkunden

  1. 1. Social Media bei Swisscom PrivatkundenKundendialog und StörungskommunikationJulia Friedl, 6.9.2011Social Media Managerin PrivatkundenSwisscom (Schweiz) AG
  2. 2. Agenda 2 dd/mm/yyyy • Social Media Präsenzen Classification, First name & surname, Organization, Filename_Version • Marke in der Interaktion • Faktoren für einen erfolgreichen Kundendialog • Störungskommunikation – Case Study November 2010 – Integrierte Störungskommunikation
  3. 3. 3 dd/mm/yyyy Classification, First name & surname, Organization, Filename_VersionSwisscom nutzt eine Vielzahl von Social Media Plattformen. Hauptziele der Aktivitäten sind Marken-/Imagepflege sowie Produktvermarktung
  4. 4. Eigene Social Web Fremdplattformen Swisscom Social Media Universum 4Classification, First name & surname, Organization, Filename_Version dd/mm/yyyy
  5. 5. Social Media bei Swisscom Privatkunden 5 dd/mm/yyyy Entertainment, Info & Dialog /swisscom Classification, First name & surname, Organization, Filename_Version Info&Dialog Support& Dialog @Swisscom_de @Swisscom_Care @Swisscom_fr @Swisscom_it Support&Dialog Social Media Monitoring http://supportcommunity. Drittkanäle swisscom.ch Content Container Info&Dialog /swisscom www.rundum-digital.ch /swisscomnews
  6. 6. Swisscom spricht mit den Kunden, aber … 6Classification, First name & surname, Organization, Filename_Version dd/mm/yyyy
  7. 7. … zu einem Dialog gehört auch Zuhören. 7 Swisscom TV dd/mm/yyyy Wie viel kostet funktioniert nicht!? das HTC Desire? Classification, First name & surname, Organization, Filename_Version Werdet ihr das Nexus S Swisscom ist super! anbieten? Ich bin enttäuscht von Swisscom! Die Netzabdeckung im Wann kommt das neue Zug ist schlecht! Android Update?
  8. 8. Marke in der Interaktion: Aussensicht 8 dd/mm/yyyy Was erwartet der User vom Gesprächspartner „Swisscom“? Classification, First name & surname, Organization, Filename_Version • Ist hilfsbereit • Zeigt Nähe • Bietet mir Unterhaltung • Hält mich auf dem Laufenden • Sagt mir, wann das nächste Top-Handy rauskommt • Warnt mich, wenn es eine Störung gibt • Ist schnell • Ist transparent • Erzählt mir Storys über die Marke Swisscom
  9. 9. Mit zunehmender Reichweite und verstärkten Social Media Aktivitäten nehmen auch die Kundenanfragen zu. 9 dd/mm/yyyy Classification, First name & surname, Organization, Filename_Version
  10. 10. Mit zunehmender Reichweite und verstärkten Social Media Aktivitäten nehmen auch die Kundenanfragen zu. 10 Und wie viel TV Box funktioniert kostet Vivo Tutto? Swisscom TV dd/mm/yyyy nicht!? Wie viel kostet funktioniert nicht!? das HTC Desire? Classification, First name & surname, Organization, Filename_Version Werdet ihr das Nexus S Swisscom ist super! anbieten? Swisscom ist super! Werdet ihr das Samsung Galaxy S anbieten? Ich bin enttäuscht von Swisscom! Wie viel kostet das HTC• Qualität/Service Desire mit medio liberty Die Netzabdeckung im• Schnelle Reaktion Zug ist schlecht! Wann kommt das neue• Korrektheit (inhaltlich /formal) Android Update?• Markenkonformität, One Voice
  11. 11. Faktoren für einen erfolgreichen WorkflowsKundendialog 11 Team dd/mm/yyyy• Marketing, PR, Support• Zuständig für alle Privatkunden Social Media Classification, First name & surname, Organization, Filename_Version Präsenzen• Abklärungen in Fachabteilungen Produkt/Marke Support Business Tools • Kollaboration stützend Konzepte/Guidelines • Verlässlichkeit/Stabilität • Dialogkonzept Wie ? • unabdingbar mit steigenden Kundenanfragen und steigender Zahl Beteiligter Swisscom weit • Triage-Guideline Wer? • Bewirtschaftungskonzept Was/Wo/Wie/Wann? Schulungen
  12. 12. Störungskommunikation 12 dd/mm/yyyy• Social Media muss eingebettet sein in Störungskommunikationsprozess. Classification, First name & surname, Organization, Filename_Version• Zeitgerecht kommunizieren.• Sprachregelungen: Social Media konform, präzise• Feedback - auch wenn noch keine konkreten/bestätigte Infos vorliegen.
  13. 13. Integrierte Störungskommunikation bei Swisscom 13Website: Netz-und Servicestatus Support Community dd/mm/yyyy Classification, First name & surname, Organization, Filename_Version Twitter & Facebook/Support Tab • Schnittstelle zw. Social Media und Störungskommunikation • Störungskommunikations-Team mit Social Media Skills • Social Media als Frühwarnsystem
  14. 14. Aufmerksamkeit. Herzlichen Dank für Ihre 14Classification, First name & surname, Organization, Filename_Version dd/mm/yyyy

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