Tag 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.

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.

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.

Keys to Obtaining and Measuring Engagement

Mariage à la mode William Hogarth

The job of a Community Manager aims to achieve brand engagement and an always growing community. To obtain this you need to consider some issues that are essential in this era of Communication 3.0 :

1. Be results-oriented : It is not enough to communicate with the client on the web and Social Networks but we must always keep in mind that we are there to reach our goal, which is achieving their support and loyalty to our brand.

2. The way to obtain engagement : We need to listen to customers through offline and online channels. When we talk about Social Networks, which is the topic at hand, we need to establish a relationship of trust and build a good relationship with them. We must communicate with them by sharing positive experiences and be receptive to new ideas, answer their questions, solve their problems. It is our role to facilitate the creation of online communities in social networks around our brand and/or product.

3.- It is a symbiotic relationship : Mutual respect should prevail. It is a relationship of interdependence. We must listen to our customers in order to improve our products, this leads to loyal customers and at the same time allows us to know the products they exactly need and want so they’ll recommend us and attract more customers to our brand.

4. Loyalty at all times and using all means : Take every moment and opportunity to do so before the competition does. Use online and offline channels.

5. Customer orientation : In the online world they decide when and how they communicate with us. It is the Community Manager function to make available to customers those online tools to make this communication fluid and satisfactory for both parties. We must give them the opportunity to ask, suggest and participate. We must also inform them about the origin and the manufacturing process of our products. This will make them feel that the company cares about them and that they are important to us, which will result in facilitating their loyalty. It is also increasingly important to preserve the image of a socially responsible company.

On the other hand, it is necessary for the Community Manager to measure customer engagement. We must use mathematics to quantify this fidelity. I want to share with you on this post two useful ratios to measure engagement in any period of time on Twitter and Facebook :

ERTw = {(Nbr of Retweets + Number of Mentions) / Active Followers} x 100

ERFb = {(Nbr of Comments + Number of Likes + Shared Posts) / Active Fans } x 100

Where ERFb is engagement rate for Facebook and ERTw is the same for Twitter. Thus we have a way to measure the ROI of the engagement to our brand which is a consequence of our actions in these Social Networks, as well as that of our competitors and carry out the appropriate actions to improve it.