Tag Archives: Business

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.

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11 Advantages of Social Customer Service

Puente Ukiyo eWelcome back, Premium Social Customer’s friends! Thank you for reading a post on my blog which is also yours!

For offline Customer Service veterans, switching to online supposed a new way to serve customers. On the other hand, customers found a totally different way to communicate with brands.

On this post, we will list the differences between online and offline CS:

A.- FOR CLIENTS:

1.- Discretion:

Communication can be done discreetly, unlike a conversation in person or by telephone when we are surrounded by other people. We access our account on the Social Network through our private username and password.

2.- Quick and time saving:

Our input as customers in Social Networks takes the time we use to access the brand page and write the message. Meanwhile, when we go to a customer service counter, we need to go to the desk or office where we will be assisted and wait our turn. In a phone call we’ll probably have to hold the line until an operator is available. In both cases, if the agent doesn’t have all the information we request, we’ll have to wait longer for him/her to make internal consultations. In contrast, in Social Customer Service we’ll receive an answer on our account and in the meantime we will be able to do whatever we want.

3.- The customer is considered as never before:

Any client comments on the Social Networks will be read by all the community and will influence the opinion that the rest have about the brand. It is estimated that it takes 12 positive comments to counteract the effect of a negative one. Therefore, companies need to have community managers to properly manage those opinions made about the brand in the SN. In online attention only those people who are close to the client realises about the good or bad Customer Service level offered. For industrial companies there is virtually zero impact, while for the service sector although much larger, it is small compared to the scope of any claim or complaint through SN. Consequently customers have greater relevance and power nowadays.

4.- Quick and easy access to information:

We don’t even need to interact with brands through Social Media pages to have access to Q & A, offers, news, etc., because if their accounts are well designed we have all that information already there, while in the past we needed to get in touch with them by phone or personally in order to obtain these data.

5.- It can be done from anywhere in the world:

Through a wireless connection, brands can be contacted from anywhere in the world through SN without any additional cost. Contact by phone has much higher costs especially in the case of local companies from overseas. It must be said however, that today there are phone lines with local price even if the call is international and multilingual call centers that solve this inconvenience largely. These call centers can be a complement to Social Customer Service. Attention can also be done by e-mail, however, the service provided tends to be less homogeneous and sometimes not even correct, since it’s a private and not supervised communication and sometimes also people from other departments without adequate training in Customer Service reply them. Only through Social Network accounts properly managed by qualified Community Managers, customers obtain a worldwide, efficient, low cost and high quality customer experience.

B.- FOR BRANDS:

1.- New promotion channels:

Through social networks, brands have found a new way to promote their products and image.

2.- Low cost:

Advertising, Marketing and Customer Service through Social Networks is done at a lower cost than through conventional methods.

3.- Speed:

Brands can respond to changes in trends with enormous flexibility and speed to transmit messages. It also increases productivity and efficiency in Customer Service.

4.- Followers and fans:

There were no brand followers before Social Media and if their Social Networks accounts together with other aspects of marketing and product are well managed, they can become useful engaged fans who will support brands and be very helpful in their promotion and also in the event of a SM crisis.

5.- Access to new markets:

Easier through SM and Internet for a small company, which through a good strategy and digital presence is able to enter new markets. Something very costly in the past.

6.- Better customer feedback:

Not only can we better communicate who we are as a brand but we can also learn more quickly and easily what customers expect from us and adapt to it.

In conclusion, companies need to make an effort to adapt to this new way of communication. Only those that will do so are likely to succeed in this highly interconnected and globalised 21st. Century market.

8 Steps for Effective Customer Service on Facebook

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Facebook is the largest social network in the world with over one billion users worldwide. That’s the reason why it is the one most companies nowadays prefer to use to communicate with their customers. Consequently there is a growing need for community managers able to manage the increasing number of people who choose to contact brands through Facebook and it cannot be neglected in their online marketing strategy.

I will explain in this article 8 Steps for Effective Customer Service on Facebook :

1. – Respond individually to each post :

Never use “copy-paste” messages. The answer needs to be personalised with name of sender and receiver.

2. – Correction and Diplomacy :

When we write to respond to questions or complaints, we must always be cautious and correct (a message can sometimes be interpreted in different ways)

3. – Reply to messages quickly :

The maximum recommended for Facebook is 24 hours. Otherwise, the client may feel ignored.

4. – Use always the same channel if possible, Facebook in this case :

When a customer wishes to contact us through Facebook, it is because he/she expects a response through the same channel. Only in those cases where for any reason it could be unavoidable to continue communication by phone or mail, you must use them. It is important however, that the customer is handled by the same person from start to finish. That’s why Community Managers need to have some training in offline Customer Service.

5. – Create and include attention-grabbing content :

Talk about various topics who could be interesting to your Facebook fans related to the brand and products including reviews, pictures, videos, etc. It is interesting to observe and measure their responses (comments and likes) so you know what kind of content are the most attractive to them in order to keep including these topics in the future.

6. – Ask questions :

The inputs we receive through our fans and other users through our Facebook page are an invaluable feedback that allow us to know what they expect from our brand or products, so asking them questions is a way to obtain a little more of that information.

7 – Get in conversation with customers / fans :

Create conversation topics and participate in those started by customers / fans. Intervene to encourage and moderate the discussions.

8. – Use a tool to help us manage the account when there are large volume of users :

Some of the most used are: Hootsuite, Get Satisfaction, Parature, UserEcho and Assistly. They all deserve an explanation but in that case this post would be too long and anyway the best way to determine the usefulness of each of them is going into their websites and find out if you like them for your daily work.

If you follow all these steps together with other good marketing strategies online and offline, you will be closer to get the loyalty and engagement of your fans and customers to your brand.

The Importance of a Quick Response to Customers

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Hi, friends of Premium Social Customer! I’m always delighted to welcome you to my blog!

On Thursday afternoon two weeks ago I couldn’t find in any shop any parts of the model I use of a much needed product for the daily care of men image. It was the third time that the perfumery where I use to buy them had told me that since the brand had produced a defective batch, the manufacturer decided to withdraw them temporarily from the market and therefore I had to wait for new merchandise in good shape to be brought. Then I decided to try my luck in a well-known German drugstore without success, so I checked the Facebook page in Spain of the multinational that manufactures and markets the product, and I explained in a post my problem and waited to have a reply in a reasonable period of time. That happened on a Thursday at 8:00 PM or so and I finally had a response from the brand on Monday at 1:30 PM. That Monday morning I had already found the parts and purchased them at another store. The response they gave me on Facebook was that there were no problems in the supply and that I should ask the store where I use to buy their products the reason why they did not have them and that for any more questions I should get in touch with their Toll Free Customer Service phone number.Analyzing what happened, we see that the response given by the company in terms of its content is correct:

1.      I am informed that there is no supply problem.
2.      They suggested that the problem may be in the store where I usually buy the product and told me to insist with that shop (Showing respect to their distribution network and avoiding to ask me to go to an alternative POS)
3.      They facilitated me a Toll Free Customer Care number (This is very important specially for an upset customer) to get my feedback on aspects that may be interesting for them to know (eg : a way of double-checking the supply of the stores in the district where i live) or where they can give me an alternative solution if the problem persists and therefore my anger as a loyal customer to the brand grows.

On the other hand, the failure by the Community Manager is that he/she has not taken into account some characteristics that Social Media Customers expect from a brand, such as:

1.      The customer wants a quick response, maximum 24 hours in the case of Facebook.
2.      When the client gets in touch with a brand through social networks is because he/she prefers to use this communication channel. I must say that on their Facebook page next to the logo there was information about the Customer Service phone number but the consumer should have the right to get in touch through Social Media only. Do not forget that the growing trend is that social networks are becoming more and more popular for users to express their comments about brands.

Finally, I thanked and informed them that the problem was already solved. This is an interesting case of a good but not optimal Social Customer Service management.