social engagement. 15 tips from the trenches
DESCRIPTION
Organisations must place customer service alongside marketing and PR at the social media table. Some basic tips on online customer service and community management.TRANSCRIPT
SOCIAL ENGAGEMENT: 15 TIPS FROM THE TRENCHES
Charlie Pownall Ho Chi Minh City – November 2012
47% Of social media users raise issues or questions with companies via social platforms
Source: NM Incite, October 2012
70% Of social users likely to use social platforms if served satisfactorily
Source: NM Incite, October 2012
36% Of social customers report having had their issue solved quickly and effectively
Source: NM Incite, October 2012
35%
40%
Of online customer traffic is on Facebook
Of unresolved customer queries are placed on Twitter
Customer service
Marketing
PR
The social engagement prerogative
15 tips for social engagement
Social customer
Content
Voice
DialogueOutreach
Operations
Value70%
Dialogue20%
Company10%
The 70-20-10 rule
#1
Don’t push.Pull.
#2
Show. Don’t tell.
#2
#3
Less is more.Even if less is a bore.
#3
#4
Be natural.Go off message.
#5
Be professional.And approachable.
#6
Listen.And adapt.
#10#6
#7
Initiate conversations.Don’t just respond.
#8
Ask open questions. But not too open.
#10#8
#9
Always engage. Don’t run away.
#10#9
#10
Everyone’s an influencer. But some are more equal than others.
1
9
90
#7#10 The 1% rule
#11
Think small.And perfectly formed.
#11
#12
Assume nothing.Clarify expectations.
#12
Failing to re-connect with bloggers you’ve just hosted
#13
Don’t force a round peg into a square hole.
#13
#13
Source: NM Incite, October 2012
Channels customers use to comment or ask questions about a company’s product or service
#14
One voice. Many voices.
#15
Enable.Don’t control.
#15
Source: Altimeter, December 2010
15 Tips
10. Focus11. Think small12. Assume nothing
1. Don’t push, pull2. Show, don’t tell3. Less is more
4. Be natural5. Be professional6. Adapt
13. Be flexible14. Be consistent15. Enable, don’t control
7. Initiate & respond8. Ask open questions9. Don’t run away
Cont
ent
Voic
eD
ialo
gue
Out
reac
hO
pera
tions
Conclusion
• Customer service is in the front-line • Opportunity to drive customer advocacy
and contain damage• Need to align PR, marketing and customer
service• Need to understand customer needs,
requirements and behaviours
Next steps
• Develop Social Media Style Guide• Develop Online Customer Manual• Develop Online Crisis Manual• Train your teams
QUESTIONS? COMMENTS? SUGGESTIONS?
CONNECT WITH ME:@cpownallcharliepownall.com