Tag Archives: Marketing

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.

CRM in the Age of Social Networks

CRM in the Age of Social Networks

Welcome, Premium Social Customer’s readers!

CRM or Customer Relationship Management is fundamental for Customer Service nowadays, in its two meanings: as a model of customer-oriented management through Relationship Marketing strategies and actions and as a software that helps us to carry out these functions. Furthermore, with social networks virality, it is even more important to have an updated database, which will allow the customisation so necessary for competitive markets in order to achieve brand engagement.

It is said that every loyal customer can make through WOM that other six people follow a brand on social networks and buy its products. So it is essential to know as much information as possible from each customer, not just their personal data, but also their tastes and preferences.This is not always easy because many individuals are very jealous of their privacy and there are laws to protect personal information that we are obliged to respect. There are several types of CRM software, free and paid, the latter being the most complete and reliable. You can also create your own brand CRM by obtaining information from your followers and customers through contests and promotions so they would fill forms with the information you need. A precise observation of their tastes by Community Managers through accessible data and interaction on social networks is also really useful, but this option means a very long and laborious process and since “time is money” and there is always an opportunity cost of not using it in some alternative and more profitable action, the best choice would be using this procedure only for VIP customers or to supplement the information we have on the software we have purchased. Then it is our “savoir être” and “savoir faire” as customer-oriented Community Managers what will make the difference, without this attitude no CRM software, no matter how good and complete it is would be able to help us achieve our objectives. Human capital professionalism above all!

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 Networks According to Type of Target Customer

Social Networks According to Type of Target Customer

It’s a pleasure for me to have you here again, Premium Social Customer’s friends!

The wide variety of SN give brands the opportunity to choose which are best suited to address to their target audience. Consequently, we can classify as follows without being exhaustive the best known Social Networks according to type of target customer:

  • FACEBOOK: the main social network, with nearly one thousand million followers on a global level. For that reason all brands whatever their niche market must be present on it.
  • GOOGLE PLUS: with nearly 250 million followers worldwide and becoming increasingly popular, especially for those already on Facebook and looking for something new and different. It grows like wildfire and it’s an interesting choice to address “techies”. The majority of their users are men and also with an economic and cultural level higher than Facebook’s average, so it’s especially interesting for these targets. Furthermore, the fact of belonging to the world’s largest search engine is definitely its strongest point, particularly regarding SEO, so little by little it’s being increasingly used by brands.
  • TWITTER: the most interactive social network, caracterised by the speed of shared short messages called tweets. Brands must be concious that its users expect much more rapidity in replies on it than on the other networks, so it’s necessary for companies that their Twitter profile have a very clear and visible information with their business hours and they do not exceed in any case more than 4 or 5 hours to answer customer tweets. The fastest the response, the better for the brand image. It is especially indicated for the service sector, for example in banking, airlines or telephone companies.
  • PINTEREST, FLICKR, INSTAGRAM: for companies where it’s particularly interesting the use of images to sell the product such as fashion, automotive or travel. The most used is Pinterest, with over 11 million users worldwide of which 80% are women, that’s why brands with female oriented products should always include it in their strategies, although it’s being increasingly followed also by males. Flickr is the least popular of them. As for Instagram, it is only available on iPhone and Android, but do not forget that the future is SoLoMo and the trend is to increasingly access the Internet through smartphones, consequently the most advanced users in that sense use to be very loyal to it.
  • YOU TUBE, VIMEO: Social Networks used to promote brands through videos, with all that it means in terms of virality and SEO positioning. Vimeo has a much higher quality than YouTube but has far fewer followers. Consequently at the present time, most brands use You Tube in order to reach more users. Vimeo is indicated to target an audience more demanding with image quality.
  • LINKED IN: initially oriented to people of high professional level, this is changing rapidly and it’s becoming increasingly popular. For brands it is often used to strengthen the company’s corporate image.
  • FOURSQUARE: Geotagging and geolocation Social Network. Used by businesses of all sizes to be located and allow opinions of their customers. Perfect for shops, bars and restaurants. Its competition are Google Places and Facebook Places.
  • TRIP ADVISOR: excellent travel guide used to promote destinations, hotels, restaurants, museums and sightseeings in general. Its users comment and give their score of those places they have visited. Interesting for tourism and gastronomy. Its audience are travel enthusiasts that are classified at different levels by Trip Advisor depending on the amount of comments received.

As we have seen, there is a wide range of Social Networks and we haven’t mentioned all of them. Many are generalists and others for very specific niche markets. There will be even more in the coming years according to estimates. Those brands that will not be present on those more suited to their marketing strategy, image and target customers will fall behind so they have to do it as soon as possible since there is no other choice. However, it is not enough to have accounts on them but they must do it right and not only in the sense of promotional marketing but they must also offer an excellent Social Customer Service in order to obtain the engagement of their community and this can only be achieved with properly trained customer oriented Community Managers.

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.