20150617 customer service
TRANSCRIPT
© 2015 The University of Scranton SBDC
Using Social Media
to Improve
Customer Service
Montrose, PA
Keith Yurgosky
© 2015 The University of Scranton SBDC
About the SBDC
We are part of the non-profit Pennsylvania Small Business Development Center network and an accredited affiliate of the national network of Small Business Development Centers.
© 2015 The University of Scranton SBDC
SBDC consulting is offered at no charge,
thanks to funding and support from:
• The Commonwealth of Pennsylvania, Department of Community and Economic Development
• The United States Small Business Administration• Host Colleges and Universities – in our case, The
University of Scranton
© 2015 The University of Scranton SBDC
About Me
• SBDC 20+ years• Accountant• MBA Marketing• Internet Business• … and more !
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
I’m learning how to use #SocialMedia for
#CustomerService with @KYurgo of the
#Scranton #SBDC today in #Montrose PA
© 2015 The University of Scranton SBDC
Today’s Agenda• What is Customer
Service• Examples • Discussion
• Listen• Get Local• Respond• Engage
© 2015 The University of Scranton SBDC
What is Marketing?
“Marketing is everything you do to get your product/service in the hands
of the customer.”
“Internet Marketing is any marketing activity conducted online through
the use of internet technologies (web, email, blog, and/or social media).”
So?
© 2015 The University of Scranton SBDC
What is Customer Service?
All interactions between a customer and a product (or service) provider at the time of sale, and thereafter.
Customer service adds value to a product (or service) and builds enduring relationship.
Customer Service is Marketing!!
© 2015 The University of Scranton SBDC
Old School
Give someone good service and they’ll tell a friend. Give bad customer service and
they’ll tell five friends.
Today
Give someone bad service and they tell thousands of friends.
Social Media is Word-of-Mouth on Steroids!!
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Providing an excellent customer experience is
more important today than ever before, as positive
and negative word-of-mouth spreads quickly
through the social media.
© 2015 The University of Scranton SBDC
What First?
© 2015 The University of Scranton SBDC
How to Listen
Google Alerts, Social Mention, • BrandWatch• Sprout Social• TweetDeck• HootSuite• Tagboard.com
One-stop shop to see mentions, messages, & friend/follower activity!
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
What to Monitor?
• Your business name• Your name• Unique product & service names• Names of people publicly associated
with your brand• Competition• Hashtags
© 2015 The University of Scranton SBDC
Mashable.com
Using #Hashtags
© 2015 The University of Scranton SBDC
A hashtag is a keyword or phrase preceded by the pound sign (#), that people include in their
social media posts.
It makes the content of your post accessible to all people with similar interests, even if they’re not
your followers or fans.
© 2015 The University of Scranton SBDC
TagBoard.com
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Control the Message
• Yelp• Google• Bing• Yahoo• Etc.
© 2015 The University of Scranton SBDC
• Live Chat with Customers
• Respond to questions
• Update product info
• Be “friends” with your customers
© 2015 The University of Scranton SBDC
Today most people use Social Media sites to interact
with companies.
1 Billion+ Facebook users
You need to be interacting with customers using
Facebook !
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Generate Fan Interest• Be Interactive• Listen – Don’t try to
control the conversation• Provide incentives• Engage your
customers• Have Fun!
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
TwitterTwitter is a Social Networking and Micro-Blogging service that allows its users to send and read
other users' updates (known as tweets), which are text-based posts of up to 140 characters in
length.
Our SBDC uses Twitter for:
• Sharing valuable business information
• Announcing new businesses
• Highlighting SBDC clients
• Promote SBDC training and other events
© 2015 The University of Scranton SBDC
So how can Twitter help ?
• Listen first!• Use the Twitter Search to listen for
your business, competitors, or words that relate to your industry
• Hashtag.org (#)• Participate by asking questions• Respond quickly
© 2015 The University of Scranton SBDC
TwitterCustomer Service uses include:
• Allows for direct contact with customers
• Announcing new products
• Reach a new customer base
• Answer questions in real time
• Allows for transparency
“ Twitter is instant messaging that the public can see”
© 2015 The University of Scranton SBDC
Most companies are using Twitter
for customer service!
© 2015 The University of Scranton SBDC
Encourage all complaints to go to a separate Customer Service
Account. Clear them from your active
advertising messages.
© 2015 The University of Scranton SBDC
Social Media should not be your only means of
Customer Service.
When your audience believes the only way they’ll get
good customer service is by airing their grievances in
public, they’re only going to air them publicly in the
future.
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Why Use YouTube?
• Assembly Instructions• Tutorial Videos• Customer Testimonials• Video Response to Questions or
Complaints• Online Commercials
© 2015 The University of Scranton SBDC
YouTube Examples
• Tell a story ( Kid President )• Make a tutorial video ( Bob Davies )• Have Fun ! ( Will It Blend )• Videos about Yourself (
King Crab Chicago )• Testimonial Videos ( Dancers Shape )
© 2015 The University of Scranton SBDC
YouTube
• Create short (1 minute) small business tips and/or How to Videos.
• Video response to Customer Questions.
• Personalize your customer service!
© 2015 The University of Scranton SBDC
Customer Testimonials
© 2015 The University of Scranton SBDC
How To Videos
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Assembly Instructions
© 2015 The University of Scranton SBDC
Crisis Management
© 2015 The University of Scranton SBDC
Commercials
© 2015 The University of Scranton SBDC
YouTube Rules for Business
• Keep it Short and Simple• Don’t try to be Perfect (We love
amateurs)
Not everything works for every business!!
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Why Blog ?
• Share expertise• Highlight your
accomplishments• Be known as an
expert in your field• Provide explanations
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Great Blogs
• http://thriftydecorchick.blogspot.com• http://blog.johntunger.com• http://stonecarvingdust.blogspot.com
© 2015 The University of Scranton SBDC
What’s New
• SnapChat• Crowdfundin
g• Google
Helpouts
© 2015 The University of Scranton SBDC
Crowd Funding
• Kickstarter.com
• GoFundMe.com
• indiegogo.com
JumpingCreekPottery.com
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Rules for Crowd Funding
• Have a plan
• Solicit support before you go live
• Make it personal
• Stay engaged with backers• Consider your $ target
• Consider taking it offline
• Excel at follow-up
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Skype Support
© 2015 The University of Scranton SBDC
Respond
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
OOPS
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
How to Respond ?
© 2015 The University of Scranton SBDC
Tips for Responding
• Learn to say “I’m sorry”• How can I help you?• Show other’s you are engaged and
trying to make things right.• You can not please everyone!
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Responding to Negative Comments
• Apologize Publicly• Move client to private message to
deal with problem personally• Be open & honest (transparency)• Turn a Negative into a Positive
(Learn from your mistake)
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
© 2015 The University of Scranton SBDC
Mary’s Rule
Treat people the way you want to be treated!
© 2015 The University of Scranton SBDC
How Do I Get Started ?• Google Alerts• TagBoard.com• Facebook• Twitter• YouTube• Instagram• Video Chat – Skype – FaceTime -
Hangouts
© 2015 The University of Scranton SBDC
Engage Your Customers
• Show your human side• Don’t always be trying to sell• Ask questions • Stay informed (notifications)
© 2015 The University of Scranton SBDC
Rules of Engagement
• #mdstories• #AskEmmer
t• Get boss
involved• Encourage
employees
© 2015 The University of Scranton SBDC
Getting the Boss Involved
© 2015 The University of Scranton SBDC
Other Sites
• LinkedIn.com
• Vine
• SnapChat
• Pinterest.com
© 2015 The University of Scranton SBDC
Moving Forward
• Develop a Plan
• Monitor
• Respond
• Engage Your Customers
• Think Mobile
• Don’t try to it all at once
• Don’t be afraid to ask for help!
© 2015 The University of Scranton SBDC
Questions?www.ScrantonSBDC.com/CustomerService
© 2015 The University of Scranton SBDC
Thank you!
Keith Yurgosky
Phone: (570) 941-7588
www.scrantonsbdc.com
http://scrantonsbdc.wordpress.com/
facebook.com/sbdcscranton
@scrantonsbdc