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Social media is a huge part of the lives of consumers today, and many businesses have taken to sites like Twitter and Facebook for digital marketing purposes. View this presentation here: https://www.bigmarker.com/illinois_business_community/room55 But it's important to remember that one of the most vital aspects to any successful business is customer service. In this presentation, we'll look at some easy ways to use social media networks to your advantage, and how to use them to create a positive, personal relationship with your customers.
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Using Social Media for Customer Service
Andrew Bungert Joe Yeoman Community Managers BigMarker
Consumers today are empowered • They have a voice on public forums like TwiAer and Facebook
• InformaDon can go “viral” very easily – Bad experiences more likely to be shared than good ones.
How Many People Are Using Social Media?
1.19 billion monthly users (10/30/13) 500 million users (10/3/13) 216 million monthly users (5/20/13) 150 million users (9/8/13) 40 million users (9/5/13) 300 million acDve users (1/26/13) 40 million users (8/20/13)
• 25% of enterprises used social media for customer service in 2010, expected to be 90%+ by 2020.
• Brands have improved customer service response rates on Facebook from 5% in 2011 to 62% in 2013.
When Customer Service is Good
• 71% of consumers who experience a quick response likely to recommend, compared to 19% who receive no response.
• Customers spend 20-‐40% more with company who respond to customer service requests over social media.
• Advocates drive 33% more sales and 18% more traffic.
When Customer Service is Bad
• 36% of consumers who make requests over social media report their issue solved quickly.
• 42% of consumers expect response within 1 hour.
• 17% of consumers will leave you aaer first negaDve experience, and 85% will leave aaer three strikes.
• 59% will switch to other brands if they perceive them as having beAer service.
Rising ExpectaDons • Customers didn’t always expect customer service responses online, but saw as a plus.
• No response can now be very harmful to a brand.
Unanswered Complaints
• In 2011, approximately 70% of complaints to brands on TwiAer went unanswered. – It is esDmated that this number has not significantly improved since.
“If you’re not engaging customers during the en7re product life cycle through social media, you’re missing out. Because someone else will.” -‐ Dennis Stoutenburgh President, ILD Corp.
Mind Your Tone
• Generic responses have become unacceptable.
• Responses must be personal, empatheDc. • The “right” tone may depend on your brand. – Humor is oaen appreciated, but tread lightly.
How to Go About It
1. Search for your company name or keywords for your target. – Helps stay alert of uprising issues and new leads.
2. Have another locaDon to direct customers to so you can beAer serve them.
3. Respond quickly. – All about convenience for consumers, who love brands they feel listen to them.
4. Answer every possible quesDon you can. – Consumers become brand loyal, who then become brand ambassadors.
5. Be specific. – ‘We’re sorry to hear about your experience’ probably won’t go far.
6. Fix poor service of the past. – Keep complaints from going viral.
7. Update consumers on improvements. – Take it to the next level by engaging with consumers even when they’re content.
8. Provide real, viable soluDons. – Be prepared to idenDfy the issue and offer a realisDc soluDon to that customer.
9. Show appreciaDon. – CelebraDng your customers can help build buzz.
10. Be proacDve. – Don’t wait for complaints, be thoughmul and keep the essence of the brand on the forefront.
Dell
• 2010: Opened social media command center to all employees, regardless of job.
• 2011: Trained more than 25,000 employees in “social listening.” – Who now monitor thousands of company social menDons in mulDple languages.
Domino’s
• Viral video harmed brand in 2009. • Launched campaign to analyze public opinion.
• Made company-‐wide changes (new recipes, reaching out on social media, and acknowledging mistakes.)
• Saw a 14% increase in sales immediately aaer.
American Airlines
• Turned to social media to manage the crisis of a system-‐wide near shutdown during Superstorm Sandy.
• Now have a response rate of 94%, are rated as one of the highest U.S. brands in “social devoDon.”
