Social Media in Customer Service
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Your network is more powerful than you think © Viadeo 2009 Social Media in Customer Service Andrew Hesselden Head of Member Communication Viadeo
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Andrew Hesselden from Viadeo talks about using social media for customer service
Transcript of Social Media in Customer Service
Your network is more powerful than you think
© Viadeo 2009
Social Media in Customer Service
Andrew HesseldenHead of Member Communication
Viadeo
Social Media in Customer Service
1. Social Media… and why you should be interested
2. Using Social Media for Customer Service
About Viadeo
Founded in June 2004, Viadeo quickly established itself as an essential tool for professional networking in Europe and beyond.
We employ 200 people
HQ in Paris
Office Locations
About Viadeo
1 million new members /Month
150 million viewed pages /Month
100 000 connections /Day
25 million members worldwide
From 20 people in a restaurant to…
Leader in Europe and emerging countries25 million members and growing each day
North America4m
South America8.5m
Europe5.7m
China3.5m
India1.5m
Other countries1.8m
Social Network
Business Tool
CareerManagement
What is Viadeo For?
Social Media …and why you should be interested…
…Because your customers are
The Web is finally becoming universal…
…and still, growth is amazing
400% globally– 1500% in Africa – 900% in Latin
America 550% in Asia and even 300% in Europe
1.8 billion users worldwide. That’s 26% of humanity75% of populations in Western countries & about 10% in Africa
(Source: Internet World Stats)
Since 2000…
v
2 out of 3 internet users are on social
networks
4th most popular online activity (ahead of
email) 10% of time spent on the web – and
so on… (Source: Nielsen)
• 400 million members
• 5 billion minutes spent each day
• monthly growth up to 1400%
• 180 million unique visitors May
2010
• 50 million tweets per day
— almost 60 per second
SOCIAL NETWORKINGis changing the web
And it’s growing
More popular than search engines
• UK internet users now visit favorite social media channels more frequently than search engines, with 55% of all social media visits going to Facebook
• The viral nature of social media is huge. Average Facebook user has between 120 and 130 friends on the social network.
But it’s not just Facebook & TwitterUsers use different networks for different activities
Socialising Business and CareerPhoto & Video Thematic
Harris Poll April 2010
• 34% of adults who use social media have used social media tools “as an outlet to
rant or rave about a company, brand or product”
• 26% of those adults use social media to share their dissatisfaction with a company, brand or product
• 23% of those adults use social media to share their feelings about the companies,
brands and products they like
• 38% said that they aim to influence others when they express their preferences online
CONTENT is no longer king
The web is about
sharing & engaging
The INDIVIDUAL is!
Their differences
make the difference
Companies need
to
• 93% of social media users
believe
a company should have a
presence
on Social Networks (Source: Cone Inc.)
Using Social Media for Customer Service
Social Customer Service
1. To listen to your customers and ENGAGE with them
• Find out how to improve your products• Discover new markets you didn’t know existed
2. To let your customers talk to each other….
• …save time in the contact centre – why answer questions when your customers will do it for you?
• …“Collaborative Self Service” - link to a Forum/FanPage/Group/Community?• …Imagine FAQs that write themselves• …Brand Ambassadors• …People trust word of mouth
Social Customer Service
By 2013, at least 35% of customer service centres will integrate some form of community/social capabilities as a part of the contact centre solution
Gartner
Twitter @viadeo
1. For PR, press releases and stuff like that (yawn, yawn… all companies do this stuff, but it has a place)
2. To LISTEN to our members and ENGAGE with them
3. To develop BRAND PERSONALITY – what words do you use? I or we? Fun or serious? Formal or informal? What suits your brand?
Community Self Service
• Our own Viadeo Forums and Facebook pages• Bloggers• Social Media Gurus• Accreditation
Who does it well
• Manchester Airport (@manairport)• Seesmic (@askseesmic)
Ingredients Required…
• The Basics• Some free tools
TwitterTweetdeck or SeesmicCoTweetGoogle AlertsSocial Mention
• Someone (or a small team) who loves social media If it becomes a chore, it’s impossible to engage warmly
• And as a bonus…• Genuine buy in from “the Top” and commitment to communicate info
internally• Employees that love your company• Some paid-for tools?
Eg Radian6
Your brands…
Here’s what they said…
How to do it really, really badly
BP
Nestlé – Give the Orangutans a Break
And when poor customer service comes back to bite you…
United Airlines Breaks Guitars
