Incorporating Customer Service into your Social Media Strategy
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Transcript of Incorporating Customer Service into your Social Media Strategy
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Into Your Social Media Strategy
Incorporating Customer Service
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Consulting Workshops Resources
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linkedin.com/in/jgibbard
Jeff GibbardPresident & Chief Strategist at True Voice Media Adjunct Professor, Speaker, Blogger & Podcaster
@jgibbard
google.com/+JeffGibbard
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
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TRUE VOICE MEDIAThe Social Business Agency
!www.truevoicemedia.com
!215.948.2012
!@truevoicemedia
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
#SMSSummit
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RULESInterrupt me Don’t fall asleep Tweet everything I say Tweet about how handsome I am Stay off Facebook Stay off email Call your mother (she worries)
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
I talk, you interrupt
break time
Workshop
AGENDA
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ResourcesSlides, Links and Tools Mentioned
!
!
truevoicemedia.com/notes
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
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Let’s Dive In
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Clearing Up The B2B -Vs- B2C
Issue
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
“This Doesn’t Apply To My Business”
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
B2B -vs- B2C★Use the internet to find information
★Rely on friends, family and peers for advice
★Have questions, have needs
★Want their questions answered
★Want problems fixed
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Customer Service Applies To All Businesses
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
What Is Social Customer Service?
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Getting The Customer What They Need,
Empowered By Social Tools
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Be
Helpful
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Build
Relationships With Your Customers
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Customer Service Isn’t Just About
Tweeting
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Social Customer Service★Twitter, Facebook, Google+, Email, etc
★Support Forums
★YouTube Videos
★Manuals and Technical Descriptions
★eBooks, PDFs, and Whitepapers
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
The Customer Service
Imperative
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
The Customer
Is Changing
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Internet Adoption &
Social Media
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72% of Online Adults are
Social Networking Site Users
users
non-users
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
89% 78% 60%18-29 30-49 50-64 65+
How that breaks down by age
43%
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Mobile
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Is Right At Our Fingertips
Connection
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Is Right At Our Fingertips
Information
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012It’s Part Of Our Everyday Life
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Customers Don’t Use Phones Anymore, They Are Armed With One
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Behavior
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
A Fun Experiment
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
What Would You Do?
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...And Be Honest
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
If An Airline Cancels Your Flight While You Are On The Runway?
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
If You Order Delivery And There’s A Bug In Your Salad?
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
If You Buy A Product On Amazon And When It Arrives, It’s Different Than The Picture
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
If You’ve Wasted An Entire Day, Waiting For The Cable Guy
...Never Shows.
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
If You Go See A Movie That You Were Really Excited
About...It Sucks!
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
But Let Me Ask You This
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Is There Anything
That Could Make It Right?
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
The Airline Could Help You Book A New Flight
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
The Restaurant Could Credit You Immediately And Send A New Salad
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
The Product Manufacturer Could Send A Replacement
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
The Cable Company Could Give You A Free Month Of Cable
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
The Theater Could Give You Free Passes
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
How Would That Change
Your Reaction?
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Hooray!Boo!
Twice As Likely To Talk About Bad Customer Service
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51%
22%
Positive reactions after getting a response
Posted a positive comment
Sentiment Shift
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Expectations
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
According to the Lithium research,
74% of customers believe that if they take to social media to criticize a brand, this leads to better service.
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
42% Expect A Response Within 60 Minutes
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
What Makes Them Leave?
78%of consumers have
abandoned a transaction due to bad customer service
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
89%of consumers have
reportedly stopped doing business with companies
because of bad customer service
What Makes Them Leave?
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
73%55%
Friendly customer service representative
Easily find info or help needed
What Makes Them Stay?
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
36% 33%Personalized Experience
Good Reputation
What Makes Them Stay?
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
To recap, your customer...★Will go online
★Is more likely to complain than promote
★Expects a fast response
★Will leave, possibly forever, over bad customer service
★Will stay if you’re friendly, and provide help, personalized experience and have a good reputation.
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
What you probably need to do:★Be online
★Listen for and address complaints
★Provide a fast response
★Give great customer service
★Be friendly, provide help and a personalized experience. Manage your reputation.
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
But Wait There’s More
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
“What’s In It For Me?”
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Social Customer Service...★Can reduce customer service costs
★Can increase customer loyalty
★Can open new sales opportunities
★Can improve products and services
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
The Art Of ”Doing It Right”
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Six Aspects Of Excellent Social Customer Service★Speed
★Personality
★Ownership
★Listening
★Specificity
★Personalization
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Culture Technology
Process
Things fall through the cracks
Slooooow & Buggy “Good in theory”
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Break Time!
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Workshop Time!
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
What you’ll need before we start★A computer, or tablet; or
★A pen and paper.
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Get To Work!
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Key Takeaways★There is a Social Customer Service Imperative
★You’ll need harmony between: Culture, Technology and Process
★Master the Six Aspects: Speed, Personality, Ownership, Listening, Specificity, Personalization
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?TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
What Did You Think
Submit an evaluation here: jgibbard.com/eval
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TRUE VOICE MEDIAThe Social Business Agency
!www.truevoicemedia.com
!215.948.2012
!@truevoicemedia
TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Jeff GibbardPresident & Chief Strategist at True Voice Media
Adjunct Professor, Speaker, Blogger & Podcaster
TRUE VOICE MEDIA // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
THANK YOU!
Go here, to find me everywhere: jgibbard.com
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TRUE VOICE MEDIA // www.truevoicemedia.com // @truevoicemedia // 215-948-2012
Data Sources Cited
http://econsultancy.com/blog/63750-72-of-customers-expect-complaints-on-twitter-to-be-answered-in-one-hour
http://www.convinceandconvert.com/the-social-habit/42-percent-of-consumers-complaining-in-social-media-expect-60-minute-response-time/
http://sproutsocial.com/insights/customer-service-response-time/
http://www.pewinternet.org/
http://BLS.gov
http://USAtoday.com