Category Archives: Diversity Management

7 Social Media Marketing Guidelines

7 Social Media Marketing GuidelinesBeing present on social networks has become part of the promotional strategy of most brands, but it’s not enough to just have an account on Twitter, Facebook or any other SN. It’s important for them to follow some Social Media Marketing guidelines taking into account Customer Service to achieve a better followers engagement, so this will help them increase sales, which is the ultimate goal of every business.

For proper presence in Social Media a brand should follow these guidelines:

1.-Choose which social networks are suited to its target audience:

It’s not the same for a brand in the industrial sector or when they deal with a young or a much older audience or when they have products easier to sell by using pictures, videos or text. For more details you can check the following post.

2.-Use good content:

Publish posts that have to do with your business and products but at the same time are of interest to your potential customers. Don’t forget to use attractive images and comment everything in a synthetic and effective way. Convey emotion and humanise your brand.

3.-Be interactive:

It’s not enough to schedule your posts with publications tools but you must also strive to reply your fans properly in due time and form. Generate discussion through questions like “What’s your opinion about?” or “What do you think?” Intervene when necessary, always in a polite way and caring for your brand image.

4.-Be thankful and humble:

Thank your followers for their comments even if they are unfavorable. Recognise your mistakes and apologise when you have committed a mistake as a brand. Try to find a solution to any situation that may have irritated your clients and know how to deal with those most”difficult“. All this will help you to achieve “flipping” any complicated situation into favorable for your brand.

5.- “Seduce” your allies:

Locate your most loyal and influential supporters, give them your full attention so that in a social media crisis you may count on them to support you.

6.-Segmentate and personalise:

You definitely need to use a good CRM and useful tools like Google Plus Circles or Facebook segmentation options so they can help you to address your message to your target audience. It is also fundamental to communicate with your customers in their language for those products oriented to different markets. Make a good diversity management.

7.-Be always active:

If you have a page where you post once a month, you’d better close it. Therefore if you really want to keep that channel alive, it has to be managed day by day by a proactive Community Manager with a very clear orientation towards excellence both in promotional and relational marketing to make your fanpages grow in quality and followers with the ultimate goal of achieving your customers engagement.

What Does a Community Manager in the Tourism Industry Need to Know?

What Does a Community Manager in the Tourism Industry Need to Know?

The tourism industry is particularly sensitive to clients’ opinions, that’s why we need to care for so much the service we give, including of course Social Customer Service offered by customer-oriented Community Managers with experience in that sector.

A Community Manager in the tourism industry needs to:

1.-Master several languages:

It’s fundamental to handle clients of different nationalities who value assistance in their mother tongue. This is particularly true for countries where English is not widely spoken, such as Italy, France or Spain. Ortography has to be correct in each of the languages they use to communicate.

2.-Make an appropriate Diversity Management and Segmentation:

Do not publish any post or make any comment that could be perceived as discriminatory by any customer because of his/her nationality, race, gender, religion, age, sexual orientation, political preference or any other reason. Furthermore, you should always be inclusive and take advantage of the business opportunities that these diverse characteristics offer to your brand by making a right segmentation.

3.-Know how to handle difficult customers:

Be always grateful for the valuable information you receive with their complaints. Be empathetic, seek the best solution, keep your promises, offer Social Customer Service excellence in due time and form. You need to make a special effort to change any bad perception of the brand you manage and turn it favorable.

4.-Provide attractive content:

Nothing better than a blog to help us selling the destinations we want to draw our target audience attention and enthusiasm. From the blogs posts link the product you want to sell. Create communities of fans in large or specialised social networks and enliven them with daily publications with interesting content and attractive pictures.

5.-Customise to obtain engagement:

If you have a good CRM or you can create it, much better. In any case, call customers by name, identify their needs in order to give them a customised product, handle them personally from start to finish, create enthusiasm. At the same time run promotions and contests through social networks. This will surprise your followers and help you to obtain their engagement.

6.-Know and use the social networks best suited to your product:

The tourism sector has the great advantage that the visual factor is particularly powerful to attract sales. Social networks like Pinterest, You Tube, Google Plus, Facebook, Twitter, Instagram, Flickr and Vimeo are particularly suitable for touristic promotions. Regarding Social Customer Service, we recommend the use of Twitter, Facebook and Google Plus. Short response service times are particularly important for any brand in this sector.

7.-The geolocation and specialised social networks:

For hotels, restaurants and similar establishments it’s essential to have a presence on Foursquare, Google Maps, Google Places and Facebook Places. Manage the comments made through them and keep the information updated. Also control and be particularly interactive for those received through tourism specific social networks like Trip Advisor.

Why Community Managers Need to Offer Excellent Customer Service?

Why Community Managers Need to Offer Excellent Customer ServiceWelcome again, Premium Social Customer’s friends!

Customer Service in today’s changing and competitive world is becoming an increasingly powerful tool that strengthens differentiation for those brands that realise how crucial it is to invest resources and efforts in the selection and training of customer-oriented staff for both online and offline positions. In times of economic crisis, only those companies that offer an excellent CS level, segmenting, personalising and making a proper diversity management will prevail in the struggle to maintain and increase their customer engagement and as a result of this, obtain a better economic turnover.

The idea that every week I try to convey through this blog is that Community Managers must not only think in terms of promotional marketing, or become geeks who schedule by using the different tools their posts in the various Social Networks but without interacting and humanising their brands presence on them, or being only obsessed with monitoring the competition and their own KPIs without seeking the reasons why things go wrong. Yes, we do need to devote time to the above mentioned subjects, which are very important but what it is even more fundamental is to offer an excellent Social Customer Service to become the customer voice for the brand and the brand voice for customers. We must assist them in the response times required by the current market, highly active on Social Networks, with increasing presence and use of mobile terminals and respecting at the same time the good manners, enthusiasm and personalisation who have always been key success factors in traditional telephone and “face to face” Customer Service. The CS veterans realise that the newcomer Community Management is part of a larger whole, which is the overall satisfaction of customers across all channels through which we are pleased to be in contact with them, both online and offline. In my point of view, a good training and/or experience in offline Customer Service is an important asset for Community Managers because it facilitates the adoption of attitudes oriented to achieve excellence in Social Customer Service.

The Multilingual Social Customer Service

The Multilingual Social Customer ServiceIt’s a great pleasure to welcome you once again to Premium Social Customer!

There is an ever increasing number of Multicultural and Multilingual Social Customer Service Centres. In the same way that the existence of free flat telephone rates regardless of the point of the planet from where you call from has led to the creation of macro call centers, there is also an online version for Social Networks. The advantage for large companies is to unify in one place previously dispersed desks, allowing multilingual staff flexibility in addressing various countries and ability to meet different peak demands in each market more effectively. On the other hand, offices use to be established where costs of human and physical capital are lower. For medium and small companies in addition to the above, they allow an easier internationalisation because they no longer need to have a physical office in every country where they want to sell their goods or services.

We need to consider the following factors in an international Social Customer Service Centre, which are also valid for any Community Manager dealing with other markets in different languages:

The Multilingual Social Customer Service

1.-Multilingual personnel available:

It is better to have personnel with a high level of several languages than people fluent in only one of them. This will allow greater flexibility to adapt to the moments when there is a higher demand for communication in a country and lower in another. Imagine for example a holiday in France that is a working day in Italy, in which case we will need that some of the people that serve the French market help in the Italian market and therefore they should also have a good Italian level.

2.-Good ortography:

It is basic for any Community Manager since it is an important factor for the brand image in Social Networks. This is also valid of course for all the languages that you need to use to communicate.

3.-Make a good Diversity Management:

Communicate respecting the different customs of each country. It is not the same to target Mediterranean consumers than Nordic or Muslims or Asians. The role of the company in this sense is to instruct and educate staff to be respectful and sensitive to cultures and needs of different kinds of people.

4.-Do not post about controversial issues:

It is important when working only within a domestic market and even more when dealing with other countries. Avoid sports rivalries or political, religious, social or moral issues. If it is the customer who starts writing on your brand account about any of these points, quickly and politely deflect the conversation to commercial aspects that are in your interest or at least to another neutral and non-confrontational dialogue.

5.-Consider the time differences:

Take into account the different time zones and customs in areas such as working hours and meal times when you post.

6.-Segmentation by language:

Languages should rather not be mixed in the same account in a social network because it may confuse and/or irritate some users and create an image of “Social Babel” not positive for the brand. In that case you have 2 options, either you create separate accounts for each language ( e.g. on Twitter ) or segmentate on those social networks that allow it, such as Facebook or Google Plus.

7.-Consider local holidays for promotions:

For example in France on July 14 or in Italy on “Befana” day. These are great opportunities to reach the target audience in each country, improving the image of the company and making it seem more local.

8.-Know and comply with the laws of each country:

Regarding tax matters, consumer rights and copyrights as well as other legal issues.

Without pretending to be exhaustive, all the factors mentioned above must be taken into account for Community Management when you need to interact with other markets, which is increasingly usual in this global world.

10 Keys for Personalisation in Social Customer Service

Nice to see you again, Premium Social Customer’s followers!Your Name

Getting loyal customers to our product and our brand in a market where there is fierce competition is becoming increasingly difficult, particularly in times of crisis. That’s the reason why the concept of Personalisation is becoming essential. The customer has to feel that he/she is important for the brand and since in this Social Media Era a positive or a negative opinion spreads like an oil slick across the network quickly influencing our image in any sense, we have to manage in a very commercial and creative way that Personalisation.

I will enumerate several keys to be followed to ensure that clients receive the personalised service that can even surprise and make him/her a loyal brand follower and even recommend it to other potential customers:

1.-Let’s call the customer by his/her name:

It is perhaps more important in a social network that in offline Customer Service. When you call the customer by name, that makes him/her feel important. At that moment he/she has the perception of being A PREMIUM CLIENT.

2.-We must thank them for their participation:

At the same time we must thank them for their participation even when the comment is negative. It’s always a feedback that will allow us to improve, which is what the customer intended because basically he/she wants to continue being our client, otherwise he/she wouldn’t have even bother to let us know his/her opinion.

3.-Personalise by using the Community Manager’s name: It’s important that the client feel cared for by someone with a name and not just by someone who speaks on behalf of the brand without knowing who he/she is. This humanises the relationship.

4.-Right selection and proper training for CMs:

They must share the same values that the brand wants to reflect and have the attitudes and skills to communicate properly. They must know how to behave and have the internal support needed to face everyday situations and contingencies.

5.-Existence of offline communication channels:

If you need to continue the conversation on the phone, you must provide your online customer that communication channel, it must also be no cost for the client and allow him/her to keep communicating offline with the same person that has been assisting him in the social network.

6.-Allow other online followers interaction:

Do not intervene if the advice is correct. In this era of Communication 3.0, the client sometimes relies better an independent opinion of other customers than that of the brand itself. Intervene to correct any inappropiate comment when necessary but always courteously and complementing the information. In every case, thank third party interventions.

7.-Avoid overdo the brand promotion:

For instance with excessive mailing, tweets or posts that may lead them to stop following you.

8.-Help them in their online buying experience:

Assist, advise, have a Q & A on the website to answer the questions of each product, prices and if further clarification needed, make it easy for them to contact you through the Social Networks or other online and offline channels. If necessary assume a role linked to the product (eg: A man who uses a feminine identity as a Community Manager ir order to assist clients of products aimed at women) On the other hand, the brand must have a website also adapted to mobile and tablets.

9.-Create a performant Social CRM database:

By getting information from the web or directly from the client, tactfully and without making him/her feel overwhelmed. This will help us to succeed in meeting the specific needs of each client.

10.-Make a good Diversity Management:

The clients should not feel discriminated against in any way but at the same time we must meet their specific needs. There are niche markets by sex, nationality, religion, sexual orientation, age, etc. and they greatly appreciate that we offer those products and care they expect for their specific condition. Many times you get this information from the photos and profiles description in Social Networks and this can help us to make a good segmentation.

All these tips will make it easier for us to achieve the loyalty and engagement of our customers in Social Media.

Online Customer Service and Diversity Management

263.-Puesta de sol desde el catamarán de Isla MujeresHere we are again, Premium Social Customer’s followers!

For Customer Service experts, Diversity Management is not something new. A professional who serves customers both offline and online must always keep in mind that he/she deals with people who buy or plan to buy our product and also use WOM to talk about it to others, who will hopefully be prospects.

From the customer’s point of view, the staff responsible for serving public assumes the identity of the company they represent. When those employees talk, gesture or make a face, the image of the company where they work is affected by their attitude. Their prejudices and opinions about the people they assist, if any, can not affect in any way how they treat them. Customer Service has to be basically homogeneous, even though customisation is increasingly necessary nowadays. The same applies to a call regarding our voice. In the case of a Community Manager it’s even easier, since in Social Media Customer Service we don’t need to care about our facial expression and intonation when communicating. Although this is certainly an advantage, we must manage Social Networks with care, measuring and thinking every sentence and word we write in order to prevent them from being misinterpreted by receivers, ir order to avoid disturbing them or offending their sensibilities. In the age of Communication 360º it is not only important where and how our products are made but also that the way we advertise them and how we communicate that information don’t damage the image we want to nurture and promote to obtain customer engagement. It is therefore important not to convey any message on Social Networks that could be perceived as discriminatory in any way such as a negative comment about gender, nationality, race, age, religion, sexual orientation, politics, etc. Moreover, treating customers by adapting our message to their peculiarities when we know them (hence the importance of a good CRM) and orienting our strategy to the demands of these niche markets will lead us to thankful clients who will be particularly loyal to our brand.