Tag Archives: Personalisation

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.

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!

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.

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.

10 Keys for Personalisation in Social Customer Service

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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.