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6 Steps to Creating Relationships Using Social Media

Posted by Tom Smith on Fri, Dec, 05, 2014 @ 00:12 AM

social media is about relationships

 

 

 

 

 

 

Good white paper from Astute entitled, "Holistic Social Relationships: Breaking down social media silos and enabling a coordinated brand voice."

Lesson #1: The majority of social media conversations aren’t relevant to the business, but those that are can be incredibly valuable. Listen intensely to find relevant conversations. Those that are not relevant to business can be a good way of building relationships and putting a human face on your company.

Lesson # 2: Social isn’t something you can own, it needs to be leveraged as an integral, vital and strategic channel. Getting access to relevant information is important. Delivering it to key stakeholders is critical. Strive to create relationships in social media. Provide information of value. Answer questions before they are asked. Be a trusted, transparent source of information.

Lesson #3: It’s not enough to simply monitor social media. You must be able to find and act on critical issues in real-time. Responsiveness is key. The more timely the response the more trust you build.

Lesson #4: Consumers want to tell you more about what they like and don’t like. They’ll tell you in great detail about how they use your products and services. Make their feedback a strategic part of your organization and engage them further to understand the emotional connection they have with your products and services.

Lesson #5: Integration is important and connecting of all parts of the organization to social systems is critical. Build a common platform based upon the needs of your service origination and you’ll find more flexibility and access to the most important information.  It's critical that everyone speaking for the firm in different social media channels are delivering a consistent message that is "on brand." Consistency breeds trust. Inconsistency breeds confusion and distrust.

Lesson #6: Collecting data is terrific, but look closely for actionable feedback from consumers AND act on it! Train your firm's social media participants what is "actionable feedback" and why it's important. This is their, and you firm's, opportunity, to be "awesome," be responsive and provide an outstanding customer experience. 

By empowering your employees to engage with customers via social media, you are putting a human face on your company.

To ensure you are delivering an integrated message, make sure your employees understand the vision, mission, values and strategic positioning of the firm and are able to articulate them in the appropriate manner via social media.

Have a "go to" person for any potentially problematic situations and get everyone participating in social media together on a regular basis to share what they are seeing, hearing and learning.

How are you leveraging social media in your organization?

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Tags: customer experience, be responsive, consistent messaging, listen intensely, social media

16 Ways to Build Trust with Customers and Prospects

Posted by Tom Smith on Wed, Dec, 03, 2014 @ 12:12 PM

trust resized 600

 

 

 

 

 

 

 

Thanks to the Edelman Trust Barometer who has been performing this study for the past 14 years. This year's research includes 33,000 respondents from 27 countries.

 

The findings are the fundamentals we all need to follow to build trust with customers and prospects:

 

  1. Listen to customer needs and feedback and have a closed loop process to address them. I suggest using a three-question Net Promoter Score (NPS) survey to begin the dialogue.

  2. Treat your employees well. Your employees will only treat your customers as well as you treat your employees.

  3. Place customers ahead of profits. Do what's right for the customer and everything else will take care of itself. Do what's wrong by the customer and you'll be called out on social media and will fail faster.

  4. Communicate with integrity and honesty. Be open and transparent. Again, if you're not, you'll be called out on social media and your business will be toast.

  5. Have ethical business practices. Do unto others . . .

  6. Take responsible action to address issues or concerns in a timely manner. If you can't resolve the issue by the end of the day, let the customer know the status of the resolution and when they can expect their issue to be resolved.

  7. Have transparent and open business practices. Perhaps cell phone and cable companies would have higher NPS scores if they had this philosophy?

  8. Offer high quality products and services. Give people products and service of value. Ask customers if they feel like they're receiving good value from your products or services.

  9. Be innovative. Offer new products, services or ideas. Anything you can do to make life easier and simpler for customers will be rewarded with more business and mentions in social media.

  10. Work to protect and improve the environment. It's telling that all of the BP stations in my area of North Carolina are being rebranded.

  11. Address society's needs in every day business. This goes back to having a vision and mission that's more than about just making money.

  12. Create programs that positively impact the local community. Give back to the community that supports your business and livelihood.

  13. Partner with NGO's, government and third parties to address society needs. We're beginning to see more public-private partnerships to address the country's crumbling infrastructure.

  14. Have highly-regarded and widely-admired top leadership. Your leaders are your brand outside your company. Are they on brand? Are they active on social media and within the industry expressing their point-of- view? Leaders don't hide, they're out front engaging customers as well as critics.

  15. Rank high on a global list of companies. Decide what you want to be known for and be the best you can be at it.

  16. Deliver consistent financial returns to investors. Companies that build trust with customers and have high NPS scores tend to perform better financially than those who don't. It's simply good business to do what's right by your customers and prospects.

To me, these 16 ways to build trust boils down to my personal mantra: "Do what you say you will do, when you say you will do it?"

 

Which of the 16 things is your company doing well?

 

Where can you improve?

 

If you don't know, ask your customers. 

Tags: transparency, trust, be responsive, integrity, customer centric, do what you say you'll do when you say you'

Guest Blog: What to Do When Your Social Media Campaign Backfires

Posted by Tom Smith on Thu, Nov, 13, 2014 @ 12:11 PM

NYPD twitter fail

 

 

 

 

 

 

 

The NYPD Effect: What to Do When Your Social Media Campaign Backfires

 

Almost everyone uses social media. More than 70% of Internet users are involved in at least one of the major social media networks – Twitter, Facebook, LinkedIn, Pinterest, Instagram – or even all of them. [http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/]

 

Using social media for branding and customer engagement often is paved with good intentions, but it doesn’t always assure that everything is going to work out well.

 

Take, for example, what happened to the New York Police Department (NYPD) in April 2014, when it tried to establish itself as a brand and engage its customers on Twitter. [http://edition.cnn.com/2014/04/22/tech/nypd-twitter-fail/]

 

NYPD is one of the major police forces in the country that have been working hard to improve community involvement. Aside from setting up its own Twitter account, it also launched a campaign early this year inviting people to upload and tag a photo with an NYPD police officer with the hashtag #mynypd. [https://twitter.com/NYPDnews]

 

Well, it didn’t really turn out as planned, where photos of NYPD officers interacting with community members in a positive light would be uploaded and tagged, because within only a few hours after the campaign’s launch, the hashtag went viral for all the wrong reasons: people started uploading a variety of pictures showing NYPD police officers in compromising situations (e.g., depicting harassment and brutality).

 

Worse, other police departments got involved as Twitter users tagged their officers in photos depicting negative circumstances, too.

 

It turns out that the NYPD effect happens far too many times, particularly on Twitter with its millions of active users all around the globe and where trends can be monitored in real time and easily go viral.

 

Similar fiascos have happened to some well-known corporate entities including McDonald’s, Amy Baking Company and even celebrities like Robin Thicke. [http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-becomes-a-bashtag/], [http://www.huffingtonpost.com/2013/05/14/amys-baking-company-kitchen-nightmares_n_3274345.html], [http://www.telegraph.co.uk/culture/music/music-news/10937764/Robin-Thickes-Twitter-disaster-the-best-of-AskThicke.html].

 

If you ever find yourself in such a situation, what should you do?

 

  1. Don’t let it run for too long. If there’s one good thing about social media failure, it’s that you can see its effect within hours. Thus, you always have the option to end it as soon as possible, which is definitely suggested.

  2. Avoid feeding on the trolls. Trolls are Internet users that love to ignite heated discussions and arguments with the brand and/or among its followers through posting offensive, hurtful, below-the-belt comments and inflammatory media such as photos or videos. Trolls are growing by astonishing numbers [http://www.bustle.com/articles/45430-online-trolling-statistics-reveal-almost-one-third-of-millennial-americans-admit-to-being-internet-trolls], so you need to be very careful in how you deal with them:

    * Don’t respond to anything offensive. That’s what trolls want you to do. Remember that. 

    * Block them immediately from your social media account. This way, your other followers won’t see their remarks, and they have no other means of communicating with you unless they create a new account. 

    * Take legal action. If you feel that their comments are untrue and are hurting the brand, do know that you can always take an appropriate legal action, but be discreet about it.


  3. Take control of the situation. Apologize if you have offended users with your campaign or strategy, even if that wasn’t your intention. You can never fault other people’s feelings or perceptions about an issue. Deal with the trolls, but respond to certain serious concerns and questions. Pick one social media person to maintain consistent feedback to your followers.

     
  4. Use it to your advantage. As they say, when life gives you lemons, make lemonade. Tell your followers that you appreciate all feedback, whether good or bad, and that all feedback can be used to improve your product or service. Then follow through with action on that feedback so that your followers can see that you have put your words into practice. This builds trust.

 

Social media teaches brands a very painful and hard lesson: you can’t please everyone. There will be hundreds or even thousands who will taunt and say something bad about your brand on a daily basis. The keys to surviving any kind of social media backfire are to be objective, maintain a positive, calm mind and act upon the lessons you learn.

 

About the Author
This article was provided by our friends at Fluid Review. As a leader in the cloud-based application management sphere, hundreds of organizations use FluidReview to make better decisions in their scholarship, grant and fellowship programs.

Tags: trust, be reliable, be responsive, be real, authenticity, social media

Be Responsive to Feedback

Posted by Tom Smith on Fri, Sep, 26, 2014 @ 10:09 AM

dialogue with customer

 

 

 

 

 

 

Whethers it's a customer, a prospect or influencer.

 

Over the past week I’ve had four situations where I’ve reached out to product and service providers I use, or might use, and haven’t heard back from one.

 

I’ve been eating Clif Bars (www.clifbar.com) for about 10 years after finding out I was allergic to wheat, milk and sugar. I eat them for breakfast or dinner when I cannot find a healthy alternative. Last week I opened one that had cobwebs(?) in it. After eating more than 1,000 Clif Bars I knew this was an anomaly and wrote the company, told them where I bought the product and the code number on the package. A week later, I’ve heard nothing.

 

I’ve hosted my personal website at GoDaddy (www.godaddy.com) for six years. After writing a blog and having a decent number of followers for nine months, I decided to try to get my blog on the home page of my website. Apparently that is not an option according to the CSR. Then I wrote an e-mail to complain and asked for a work around. A week later, I’ve heard nothing.

 

I’ve been banking at Wachovia, quickly becoming Wells Fargo (www.wellsfargo.com), for 30 years. I received an e-mail asking me to be kind to the planet and switch to electronic statements. I’m open to doing so but I would like them to stop charging me a $5 fee for something trivial in return. I responding to their e-mail with the quid pro quo. A month later, I’ve heard nothing.

 

I work in Greensboro, NC and my daily trips to Chipotle and the gym take me by a D.H. Griffin (www.dhgriffin.com) metal reclamation facility three or four times a day. The entrance to the facility happens to be adjacent to two sets of railroad tracks so all of the trucks going in and out of the reclamation facility get jostled. This past Tuesday on my way back from Chipotle, my tire was punctured by a metal shard just after crossing the railroad tracks. I wrote the owner of D.H. Griffin and the manager of the Greensboro operation. After a week, I’ve heard nothing. However, when I went by there for lunch on Wednesday, they did have someone in an orange vest picking up all of the loose metal near their entrance and the railroad tracks.

 

In every case, I’m trying to help these companies out or let them know what they can do to improve their product, service or image in the community.

 

When someone care enough to reach out to you with a thought, a suggestion or question, the least you can do is acknowledge their efforts and thank them.

 

Engagement them in a dialogue to better understand their needs and wants. Odds are they're saying what others are thinking.

 

If you don’t, someone who is listening will.

 

If you’re going to give customers an opportunity to provide feedback, at least acknowledge the effort they’ve made to correspond to you.

 

And, as I learned a long time ago, the first thing you say to someone who provides you feedback is “thank you.”

 

Do you thank your customers for the feedback they provide?

 

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Tags: dialogue, be responsive, be real, connecting emotionally with customers

5 Steps to Omnichannel Marketing and Customer Service

Posted by Tom Smith on Fri, Sep, 05, 2014 @ 10:09 AM

omnichannel marketing

 

 

 

 

 

 

 

 

Great article by Perry Simpson in a recent edition of Direct Marketing News entitled "5 Ways to Evolve Your Marketing to Omnichannel."

 

 

I wanted to share the five steps and comment on them as well as share several points made in the article:

  • According to the Rightnow Customer Experience Impact Report, 89% of customers say they have stiopped doing business with a company after one poor customer experience.

  • Omnichannel marketing, and customer service, is the fundamental practice of providing a seamless marketing experience across multiple channels.

  • Marketers need to ask themselves, what can we do to simplify the lives of our customers and make them more loyal.
The more you can do to save your customers time and simplify their lives, the more loyalty you will earn.
We all know the frustration of having to repeat our information to different service reps on the same call or reenter data when we are dealing with online forms or chat.
What are you doing to make the lives of your customers and clients easier?
Here are the five steps:
  1. Think holistically. Think about the entire customer experience. Map it. Identify the gaps in service that exist between the silos of your organization. It's becoming more common for customers to complete a single transaction acrosss multiple channels. If you don't have a 360-degree view of the customer, you will not be able to provide a seamless, simple, transaction.

  2. Build collaboration. Silos exist in all organizations. It's important to collaborate across silos to identify what a seamless customer experience is and to make the commitment to everyone in the organization having a single view of the customer.

    While silos can still exist within the organization, data silos on customers cannot if you are committed to providing a seamless, omnichannel experience.

    You have to ensure all of the segments of the organizations can work together and share information for the good of the customer.

  3. Map the experience. Know how your customers went about becoming your customers. Sales and marketing need to sit in a room together and map the customer's buying journey and then share their findings with a few customers to ensure they haven't missed any steps or made incorrect assumptions about what the customers actually did and what they were thinking at the time.

    Do this by having one-on-one interviews with the customer about their buying process. They're more likely to provide personal insights in a one-on-one conversation versus a focus group.

    Ultimately, marketers need to define what experience they want their customers to have and then move them through the marketing and sales process in a way that's makes it easy for the customer to buy the product or service you are selling with confidence and trust.

  4. Explore low-tech solutions. Marketing automation and analytics have made omnichannel marketing more attainable. However, don't forget to engage your customers in a dialog about what works for them and what they consider to be an acceptable, as well as, an exceptional, customer experience.

    Providing an exceptional omnichannel customer experience is the best way to turn satisfied customers into "raving fans" that share their experience with friends, family, colleagues as well as all their social media "followers."
     
  5. Embrace transparency. Be real, be realiable, be responsive. Companies that provide an inconsistent customer experience acrosss channels confuse their prospects and customers.

    Consistency breeds trust. Inconsistency breeds distrust and causes your to lose leads, prospects and customers as evidenced by the opening statistic from Rightnow. 
 
What steps can you, and your firm, take to provide a seamless omnichannel experience for your customers?
The more you are able to do now, the more it will benefit your firm, and differentiate your firm from competitors, now.
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Tags: transparency, trust, be reliable, be responsive, be real, consistent messaging, omnichannel marketing and customer service

Top 10 Tips for Compelling Updates on LinkedIn to Accelerate Sales

Posted by Tom Smith on Fri, Aug, 29, 2014 @ 10:08 AM

Accelerate sales with LinkedIn

 

 

 

 

 

Thanks to Jamie Phan of LinkedIn for sharing LinkedIn Content Marketing Best Practices.

 

I’ve been a LinkedIn user for a number of years. I have used it to build brands, introduce new products and services and solve business problems.

 

Jamie’s 10 Tips for Compelling Updates are good for every marketer to remember whether their using LinkedIn, or some other social media platform, to promote their business.

 

  1. Think like a journalist. Don’t bury the lead. Have a concise title of 90 to 140 characters. They are more likely to result in higher engagement. Customize your headline for the audience you are targeting and for the social media channel you are using.
     
  2. Always include a clear call to action. What steps do you want the reader to take next? Share, call, respond with their thoughts or questions. Include links with a call to action. Updates with links typically result in double the engagement of updates with no links.
     
  3. Drive engagement with an image or rich media. Stand out with an eye-catching image or some or of rich media. An image can double engagement rates.
     
  4. Post YouTube/Vimeo videos to encourage sharing. Links to these videos play directly in the LinkedIn feed and typically result in a 75% higher share rate. SlideShare is also a great way to share information of value.
     
  5. Avoid hypertargeting. Don’t add so many targeting filters that you exclude potential audiences.
     
  6. Engage with members through comments. Keep the conversation going. Monitor discussions and remove inappropriate comments. Develop a plan to proactively handle any customer service issues that may surface. Be real, be responsive, be reliable, or be gone.
     
  7. Monitor, analyze and refine your content. Track all available analytics. Pay attention to the audience targeting types of content, time of day and frequency that drive the most interactions. A/B test headlines and images. Engagement rates do not drop on the weekends; however, traffic does.
     
  8. The more exclusive the information, the more interest you’ll generate. People like to get “inside information.” Your followers will appreciate sneak peeks inside your company, new products, new uses for products, even new office space. Make sure you give people things that are a bit special or exclusive. Let them see behind the curtain. They’ll develop a stronger emotional connection to your brand and your employees.
     
  9. Variety is key to making people hungry for more. Post one to two times a day to maximize organic reach and think about sharing a variety of images, links, video, SlideShare presentations, information or value, as well as commercial messages.
     
  10. Optimize your landing page for mobile and tablet engagement. More than 70% of sponsored update engagement comes from mobile devices. Don’t pay money to drive people to a bad browsing experience. You may never get them to visit you again.

What other suggestions do you have for creating compelling updates on LinkedIn?

 

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Tags: trust, be reliable, be responsive, be real, information of value, accelerate sales, be relevant

Limiting Online Reviews Inhibits Transparency, Integrity and Insights

Posted by Tom Smith on Thu, Jul, 31, 2014 @ 11:07 AM

Lack of transparency

 

 

 

 

My sister in-law is a frequent traveler who booked a three-day trip to New York to shop and visit museums with a friend of her's from Chicago.

 

She used Expedia to book the six-star Pierre, a Taj Property, and was disappointed and embarrassed by the service she and her friend received.

 

When she tried to post a less than stellar review on Expedia, she was told, "Your hotel review needs revision."

 

This is the gist of what she said:

 

  • The staff was polite but they didn't know what time their restaurants opened.  My friend and I were sent back and forth between the restaurants at the hotel because neither were open with staff telling us they were open when, in fact, they weren't.
     
  • My tea arrived on a pretty tablecloth but the waiter brought French toast which I didn't order.
      
  • The tea pot burned my hand because the handle was metal and had no cover.
     
  • The hair dryer was cheap and burned my hair,
     
  • When I checked out, we asked the porter for our 5 pieces of baggage.   he said "okay", then turned around and started talking to the other staff members.  when we reminded him we had a flight to catch, he went to get the bags, which we could see in the hallway.   It took three staff members to count our bags. How many staff members does it take . . .
     
  • All in all, I chose the hotel expecting first rate service and got just an above averge hotel stay.  I was so disappointed because I thought so highly of the hotel's reputation.
     
  • The location is superb; can't ask for better.

 

"When I told my friends at work about my experience, they said........"maybe that's why you can find that hotel on Expedia."

 

Expedia is not doing themselves, their customers or the Pierre any favors.

 

I saw recently where Four Seasons had just surpassed Ritz Carlton in terms of customer service.

 

If Taj Hotels don't get feedback from disgruntled customers, how are they going to improve.

 

Companies like Expedia are wasting the value of voice of the customer (VOC) feedback by trying to supress less than perfect ratings.

 

I've seen car dealers do this and they're just hurting themselves.

 

Be real, be reliable, and be responsive -- or be gone.

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Tags: consumer insights, transparency, be reliable, be responsive, integrity, be real, VoC, voice of the customer

How to Deliver Smart Customer Service for a Great Customer Experience

Posted by Tom Smith on Thu, Jul, 10, 2014 @ 10:07 AM

customer experience = customer engagement

 

 

 

 

 

 

 

 

 

Thanks to Scott Hays of Kana, Ann Ruckstuhl (#annruck), Kai Petzalt of SAP and Tim Pickard of New Voice Media for sharing their thoughts on delivering smart customer service.

 

Smart customer engagement leads to better customer service and a better customer experience.

 

An experience is something you have. Engaged is something you, or your customers, are.

 

To optimize customer engagement, you need to:

  1. enrich customer interactions;

  2. improve processes; and,

  3. optimize and empower your workforce to provide great experiences that will result in an engaged customer.

 

Customers expect personalized treatment. Personalization requires context -- "know me, work with me."

 

Customers are constantly connected via smart phones, tablets and PCs. This has resulted in a fragmented customer journey.

 

Touchpoints are neither integrated, nor leveraged. Each customer interaction lacks the context of an entire journey. There's tremendous dependency on historical data.

 

26% of a CSR's time is spent looking for relevant data. This results in an inferior customer experience.

 

The solution is customer journey management whereby you collect, detect and engage with the customer in real time. 

 

A better CSR experience leads to a better customer experience, which, in turn, leads to greater lifetime value of the customer.

 

Smart business insights are gained by having actionable insight while engaged with the customer on the phone, via online chat, via email, on social channels. You must integrate all of these channels to provide an outstanding customer experience.

 

Today's customers have more choices and they are more open to making changes if the level of service is inferior.

 

Social media is driving awareness of customer service levels and the "wow" customer experiences people are having.

 

Going forward, we can expect companies to be more proactive and better informed in order to improve the customer experience.

 

This is especially true for millennials who have grown up with technology and smart phones.

 

Companies must recognize that for millennials, the customer experience is part of the product/service, as well as the brand.

 

Key Takeaway: Provide customers with choice and make it simple and easy for them to do business with you digitally. 

 

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Tags: trust, customer experience, customer satisfaction, be reliable, be responsive, VoC, voice of the customer, empower employees, CRM, customer service

Empower Influencers and Raving Fans to Grow Your Business

Posted by Tom Smith on Thu, Jul, 03, 2014 @ 10:07 AM

influencers and raving fans

 

 

 

 

 

 

Great webinar by David Amerland (@davidamerland), Linda West of Act-On, and Carly Tatum (@carlyjeane) at Dell entitled, "Influencers 2.0: ROI of the Influencer" presented by Social Media Today (#smtlive).

 

The key takeaway from the webinar -- provide a great customer experience (#cx) to engage your influencers (a.k.a., raving fans).

 

We live in an age of advocacy. Word-of-mouth and referral marketing grows more powerful as social media grows.

 

An increase in brand advocacy is one of the most important benefits of social media. Content is shared, comments are made and awareness and attention is gained. You just want to ensure that what's being said about you, and your brand, is positive not negative.

 

Do this by being relevant, being reliable, being responsive and being real.

 

Fail to do any of the four and you'll be called out in social media and lose the trust of influencers, customers and prospects.

 

Marketing induced customer-to-customer word-of-mouth generates more than two times the sales of paid advertising.

 

Why do consumers write about brands online?

 

  • 64% offer advice

  • 61% praise a brand

  • 52% criticize a brand

  • 51% share contents produced by a brand

 

Influencers and raving fans can seriously drive a brand message.

 

Influencers and raving fans are gatekeepers for information of value.

 

They help increase visibility in social media and search thereby saving time, effort and directing the attention of prospective customers.

 

Reach out to influencers to gain their trust, ensure alignment of values, goals and aspirations.

 

This is part of the personalization of business. Social media is about establishing mutually beneficial relationships with people. Use it to establish a relationship with influencers and raving fans.

 

Reach out to build trust through dialog.

 

Encourage and empower your employees to engage with influencers and raving fans. The more people within your firm that an influencer or raving fan has positive connections with, the more trust is gained.

 

Social influencers help attract visitors to your website.

 

You can track revenue by looking at referred social traffic and then seeing which ones convert to leads and sales.

 

Dell identifies an influencer as an individual, trendsetter or tastemaker with a signficant following among their target. Someone who's often quoted in the media. Someone who's statements result in action. A thought-leader in an industry vertical.

 

Dell works to:

 

  1. Identify influencers

  2. Engage with them at events so they have an in-person connection.

  3. Give them early access to products ("product seeding") as well as access to company executives.

  4. Maintain an ongoing relationship.

  5. Track the amount of advocacy the influencer provides over the course of the relationship.

 

Dell strives to have sufficient transparency for a customer to interact with the company on a personal versus corporate level by identifying the people within Dell who will be able to provide the most value to the customer.

 

Carly recommends engaging influencers from the outside in using customer feedback and from the inside out using influencer dialog.

 

The key is empowering employees to engage with influencers, customers and raving fans as real people rather than corporate spokespersons.

 

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Tags: be reliable, be responsive, be real, authenticity, be relevant, raving fans, referrals

Use Social Media to Enhance Customer Experience (#cx)

Posted by Tom Smith on Thu, May, 29, 2014 @ 10:05 AM

Use social media to enhance customer experiences

 

 

 

 

 

 

 

Thanks to John Jantsch, author of Duct Tape Marketing, for the webinar, "How To Social Surround Your Prospects and Customers."

 

Marketing and sales have an hourglass relationship:

 

  • Marketing = Know --> Like --> Trust

 

  • Sales = Try --> Buy

 

  • Service = Repeat -- > Refer

 

The future of marketing is less about demand creation and more about organizing behavior around the seven steps.

 

The social surround principles of organizing behavior around the seven steps are:

 

  • Listening = prospecting

  • Teaching = presenting

  • Insights = information sharing

  • Storybuilding = nurturing

  • Network building = closing

 

Content X Connection = Perfect Customer Journey

 

Map the entire customer journey: markeitng, sales, enrollment, service, education, follow-up, billing/finance, resell/upsell to understand what content you need to provide in order to connect with the customer at each step.

 

Your content must be relevant to the prospect and provide information of value.

 

Identify content for every stage of the process:

  • Content powers connections: awareness, trust, education, engagement, conversion

  • Content builds awareness: blog posts, events, advertising, videos, ebooks, press releases

  • Content builds trust: answers to FAQs, how to's, reviews, testimonials, articles

  • Content builds engagement: referrals, reviews, video success stories, video testimonials

  • Content creates referrals: invites, co-branding, sponsored, curated, incented

  • You can also use other people's content: custom RSS feeds, republishing, sharing, retweeting, storify  and scoop.it

John provided the elements of his content creation toolbox:

  • Visual.ly/Piktochart -- infographics

  • Screenflow/Camtasia -- screencasts

  • GoToWebinar/MeetingBurner -- webcasts

  • Skype/Call Recorder -- recorded interviews

  • Canva/Wordswag -- image editing

  • Wufoo/Survey Monkey -- custom surveys

  • Rev.com -- transription

There are a number of tools to use during your social journey:

  • Collect: Hootsuite, Feedly, Talkwalker, Signals, Diigo

  • Curate: Pulse, Feedly, Sccop.it, Newsle

  • Create: Wordswag, Canva, List.ly, Visual.ly

  • Share: Hootsuite, Feedly, Buffer, Republist 

  • Engage: CRM, groups, Rapportive

Build a total content system around the keywords you are using to optimize and improve your SEO, traffic and leads.

 

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