Download - 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 HesseldenHead of Member Communication
Viadeo
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Social Media in Customer Service
1. Social Media… and why you should be interested
2. Using Social Media for Customer Service
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About Viadeo
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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
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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…
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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
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Social Network
Business Tool
CareerManagement
What is Viadeo For?
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Social Media …and why you should be interested…
…Because your customers are
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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…
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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
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And it’s growing
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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.
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But it’s not just Facebook & TwitterUsers use different networks for different activities
Socialising Business and CareerPhoto & Video Thematic
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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
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CONTENT is no longer king
The web is about
sharing & engaging
The INDIVIDUAL is!
Their differences
make the difference
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Companies need
to
• 93% of social media users
believe
a company should have a
presence
on Social Networks (Source: Cone Inc.)
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Using Social Media for Customer Service
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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
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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
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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?
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Community Self Service
• Our own Viadeo Forums and Facebook pages• Bloggers• Social Media Gurus• Accreditation
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Who does it well
• Manchester Airport (@manairport)• Seesmic (@askseesmic)
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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
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Your brands…
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Here’s what they said…
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How to do it really, really badly
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BP
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Nestlé – Give the Orangutans a Break
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And when poor customer service comes back to bite you…
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United Airlines Breaks Guitars