Category Archives: Social Media Marketing

How to Create Emotions on Social Media?

How to Create Emotions on Social Media

How to Create Emotions on Social Media

Community Managers can not limit their daily brand promotion work through social networks to just schedule posts. They also need to interact, be thankful, answer questions, generate topics for discussion and intervene when necessary. In order to generate engagement they need to convey emotion. I will give on this post a few clues on how to do this:

1.-Use punctuation:

Exclamation marks to show surprise, joy, gratitude, optimism. Question marks to generate discussion, to obtain information from your followers.

2.-Use images that convey positive feelings:

Tenderness (puppies for example), philosophical (with phrases), enthusiasm (with pictures of landscapes, travel), humour (with comics). Try to provoke feelings that make the product get associated with the values that you want to express.

3.-Be a good host of your page:

Welcome new followers and thank fidelity. Make contests and promotions. Segmentate and personalise your messages.

4.-Use emoticons:

They can help you make sense of a sentence and really convey the feeling that you want to express. Many times a phrase without emoticons can have a positive and a negative reading since you lack the advantage offered by the use of spoken language or hand and facial expressions in order to convey what you really want,  that’s why emoticons are always really useful.

5.-Be humble and sincere at all times:

Two features that perhaps because many people don’t use or don’t express well in real life, are highly valued on Social Media communication and create a great receptivity by your followers and humanises your brand.

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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.

6 Useful Customer Service Tips on Google Plus

It is my pleasure to welcome you, Premium Social Customer’s friends!

Google Plus is a social network that is gaining more and more followers and companies are rapidly including it in their SMM strategy. It has about 540 million active followers, compared to 1230 million Facebook followers, yet growing fast enough especially in the younger age groups and new technologies lovers. There’s less interactivity on its brand pages because its use is still unknown for many of its followers. Yet it is highly recommended for brands to be present on it for many reasons such as SEO positioning and an excellent virality. I’ve made a study of Google Plus presence for several American and European companies in different sectors and I’ve found that many of them need to enhance their Social Customer Service on it. I don’t mention their names for professional discretion.

These are the tips on customer service on Google Plus brands need to follow:

1.-Do not open a brand page on G+ and leave it abandoned:

With few exceptions, customers interaction is not replied by brands as quickly as it should. If a brand is really interested to be present on G+, then it has to manage that account in the same way that it does with its accounts on Facebook or Twitter. We know that there are also cases of mismanagement on these other social networks but these are even more usual on Google Plus.

2.-When dealing with different countries, assist your customers in their language:

Of course your communication with your customers has to be in their own language. Consequently you need multilingual Community Managers.

3.-Make your feedback using the same channel (Google Plus):

If a customer wishes to contact a brand via G+, the response should be through the same channel. I’ve found the case of an airline passenger who complained because they offered to help him on Facebook since they considered their G+ account as promotional only and he had no account on that social network.

4.-Promote your Google Plus account:

It shows that it is alive, that you expect people to interact on it. Publish posts, ask questions, announce events, organise hangouts, open a community. Make it known online and offline that your brand has a page on that social network and promote it also on other Social Media channels.

5.-Use the Circles:

This is an awesome G+ advantage. You can create various circles and segment your messages to each target audience.

6.-Of course, use your experience on other Social Networks:

You can follow the same recommendations about Social Customer Service that I explained on my post 8 Steps for Effective Customer Service on Facebook.

6 Useful Customer Service Tips on Google Plus

Social Customer Service vs Generic Brands

Social Customer Service vs Generic Brands

It’s a pleasure for me having you as a guest on my blog!

The reduced purchasing power of many consumers as a result of the crisis has led to a surge in sales of generic brands at the expense of top brands. It is very easy to forget our loyalty as consumers when supermarkets offer similar quality products that we can buy for even less than half the price, particularly when there’s no much spare money in our pockets.

Top brands have a great ally in the promotion through social networks in their fight against the above mentioned disadvantage. These are very low cost communication channels compared to more traditional ones and at the same time they have the ability to achieve the engagement of users and turn them into loyal customers through excellence in Social Customer Service. It is in this sense that they can make a difference to generic brands, because when consumers know that they can trust a service that helps them as they deserve with any problem or concern that may arise related to a product, they will have a greater propensity to pay more for that added value. This is why top brands need to:

1.-Promote that channel through their own social networks, websites and also offline through more traditional channels such as TV or print ads.

2.-Have a bold presence on those social networks that can best reach their target audience.

3.-Have interactive and engaging fanpages. Make promotions and contests to keep alive their interest to follow them actively.

4.-Have a team of professionals trained in Community Management with customer-oriented attitude and skills. Experience in offline Customer Care is always a plus when it comes to providing a good level of Social Customer Service.

5.-Give tools that allow their Community Managers to solve critical situations and satisfy customers. Nothing generates so much engagement as giving clients more than they expect and treating them in a personalised way.

How to Handle Difficult Customers on Social Networks? 10 Keys

How to Handle Difficult Customers on Social Networks 10 KeysBe very welcome, Premium Social Customer’s friends!

The role of a Community Manager has a promotional and technical side oriented to online marketing : the Social Media Marketing plan, content creation and curation, the measurement of your results and the analysis of your competitors. Another basic aspect is the need to be continuously updated on the different Social Networks, the various management tools and everything related to technology. Finally, it requires a great time availability, empathy, self-control and bargaining power: the Social Customer Service, the speciality of this blog. Today we will give some advice on how to handle difficult customers on Social Networks with these 10 keys:

1.- Appreciate their feedback :

Firstly you need to create receptivity. Consider that if an user has protested by no longer buying the goods or services offered by your brand or simply by not following your SM accounts, you are losing customers without knowing why. So let’s start thanking his/her involvement and showing interest in his/her complaints.

2.- Obtain and analyse all the information :

If the client has not given us enough information to assess the reason for the claim, you need to obtain it courteously by asking questions immediately afterwards in order to exactly know what happens. Do not act defensively in any case. These are basic customer service and ettiquette standards, valid both for online and offline assistance.

3.- Be empathetic :

Put yourselves in your customer’s shoes. How would we react if we had been treated the same way? Phrases like “I understand” or “I know what you mean” can open up many doors.

4.- Note that in Social Networks other people also read the dialogue :

Normally other readers tend to side with the unhappy customer and not with the brand, so you have to take good care of your language to avoid further exacerbate that bad perception. Instead of that, you should offer an acceptable solution to that claim in order to turn something that at first was a problem into an opportunity to enhance your image.

5.- Show yourselves always courteous and don’t take anything personally :

Good manners can always help to solve a complicated situation. Moreover, in response to any aggressive customer comment do not forget that you act as brand representatives and that they don’t really know you or have anything against you.

6.- If necessary, continue by other channels :

Tactfully and always thinking about the rest of the community watching your interaction, try to continue the conversation if it turns difficult to a more private channel such as a DM on Twitter, a Facebook message, a phone call or e-mail.

7.- Fast but with caution :

“Habillez-moi lentement, je suis pressé” or in English: “Dress me slowly, I’m in a hurry” it’s said that Napoleon ordered his assistant when he had to get ready to fight a battle. What I want to emphasise is that while it’s true that in Social Networks replies have to be made in a very short period of time, they must also be cautiously reasoned. That’s in fact an advantage in relation to traditional offline customer care, either by phone or face to face, where in extreme situations there is rarely a time margin for an agent to think about the answer given and only Customer Service experts are normally able to react appropriately.

8.- Prepare standard replies in advance :

A crisis protocol allows you to have different possible solutions to difficult situations, yet the variety of complaints that you will have may tend to infinity and there will always be something new, so you must also be able to improvise and have good negotiation skills.

9.- Good relationships with other staff :

It will allow you an easier access to technical data and tools better mastered by your colleagues in other departments. To obtain this you should always treat them as your internal customers, so they will be willing to help you when needed.

10.- Meet your commitments and make a good follow-up :

When you promise something to a customer, you must keep it. Likewise, you should contact afterwards to verify his/her satisfaction. This will surprise your client and make him engage to your brand and talk other people positively about it.

10 Steps for Effective Customer Service on Twitter

10 Steps for Effective Customer Service on TwitterThanks for visiting Premium Social Customer!

Twitter is the most interactive Social Network, with the fastest flow of information, this characteristic makes it extremely viral and allows it to convey brand messages to a very high number of actual or potential customers, particularly those who visit Social Networks via mobile devices. It is also a very effective communication channel with brand users. All this makes it highly recommended to be used by different kinds of companies. On this post I will explain some steps for an effective Customer Service on Twitter:

1.-Rapidity :

There are many posts where bloggers recommend a maximum elapsed time for a customer tweet to be replied as a fixed rule. Nevertheless I would say that it depends on what’s the business about, on the urgency of each request and on how valuable that customer is for the brand. We could talk in any case of a maximum of 5 hours and that the shorter the term, the better the perception of the brand image. That period should be shorter in B2C services like banking, tourism or medical care than in manufacturers, but there can also be emergencies in this sector, consider the case of a factory that requires an urgent piece so it can continue to operate its assembly line. Similarly, the VIP customers should have priority and even an alternative channel only for them.

2.-Synthetic but effective messages :

Tweets are characterized by their brevity because we have to convey in 140 characters all the information our customers need and that we want to transmit as part of our brand strategy.

3.-Etiquette and Know-how :

Always be cautious when writing (a message can sometimes be interpreted in a different way than what you wanted it to express) Thank customers for their feedback. Whenever possible, make a follow-up to clients after some days, this is something that will positively surprise them, it will make your brand be well valued and consequently facilitate their engagement.

4.-Fix the problem if possible by the same channel (Twitter) :

If a customer contacts us through Twitter, it is because he/she expects a response through the same channel. If necessary refer the client to continue interacting via DM, provided it doesn’t generate any mistrust on him/her or the rest of your community. Only in cases where for whatever reason it becomes essential to continue the communication by phone or mail, they must be used. It is also recommended that customers are treated by the same person from start to finish of the conversation.

5.-Use a tool to help you schedule messages at specific times :

The most used are: Hootsuite and Buffer. They are very useful for you to planify when to post in your promotional marketing strategy, so once filled up you have plenty of time to be used for your relational marketing.

6.-Create a channel for Social Customer Service only :

For large companies and as far as possible it is recommended that you have different channels for SCS and for promos. Nevertheless, the Twitter account for Customer Service can insert a promotional message about service improvements to create a positive image and help reducing any negative comment that you may receive as a brand. Promote this channel everywhere and of course on your Facebook or other Social Networks fanpage.

7.-Monitor your performance :

In terms of satisfaction level obtained by clients and response times. Compare them with your competition.

8.-Information on the account :

On your brand’s Twitter profile it must be clearly indicated information such as operation hours, communication language used, links to the company website and Facebook or other Social Networks accounts. It must obviously be done in a visually attractive way with the official brand logo and slogan.

9.-Create separate accounts for different languages :

Particularly in large companies it is recommended to create separate accounts for each language you need to use to communicate with your customer. It avoids creating a perception of “Social Babel” in your readers.

10.-Do not use Twitter to ask for personal information or bank data :

Or any other Social Network. Use other more private channels such as mail, phone or fax.

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.