When you hear the words "social media", it's generally tied in with marketing. However, social media can be one of your biggest assets when it comes to customer care. But how should it be utilized? And should it be utilized in the same way for every company? Using these new platforms, customers and businesses can communicate like never before....and not just to obtain them or to market to them, but to listen and help.

1. Social Media
and
customer care
Alison Groves
User Experience Manager
Raven Internet Marketing Tools
@RavenAlison
linkedin.com/in/alisongroves

2. Customer Care is
EVERYTHING.

3. Customer Care is
EVERYTHING.
• Marketing is customer care.

4. Customer Care is
EVERYTHING.
• Marketing is customer care.
• Public relations is customer care.

5. Customer Care is
EVERYTHING.
• Marketing is customer care.
• Public relations is customer care.
• Product development is customer care.

6. Customer Care is
EVERYTHING.
• Marketing is customer care.
• Public relations is customer care.
• Product development is customer care.
• Sales is customer care.

8. • A developer answers a customer’s
query.

9. • A developer answers a customer’s
query.
• Your marketing staff interacts with
customers at a conference or trade
show.

10. • A developer answers a customer’s
query.
• Your marketing staff interacts with
customers at a conference or trade
show.
• Director of Public Relations sees a
customer complaint and helps assist.

11. What is right for
your business?

13. @ComcastCares

14. Employee handles
@RavenTools
@Raven Alison @RavenNate
@RavenCourts @RavenMegan
@RavenArienne @RavenIrene
@RavenJon @RavenYeargin
@RavenPratt @RavenJason

15. listen, listen, listen.
And then listen some more.

16. Listening Tools
*my personal fav.

17. Listening Tools
• Tweetdeck*
*my personal fav.

18. Listening Tools
• Tweetdeck*
• Hootsuite
*my personal fav.

19. Listening Tools
• Tweetdeck*
• Hootsuite
• Co-Tweet
*my personal fav.

20. Listening Tools
• Tweetdeck*
• Hootsuite
• Co-Tweet
• Raven Tools
*my personal fav.

21. Listening Tools
• Tweetdeck* • Radian6
• Hootsuite
• Co-Tweet
• Raven Tools
*my personal fav.

22. Listening Tools
• Tweetdeck* • Radian6
• Hootsuite • Twitter app
• Co-Tweet
• Raven Tools
*my personal fav.

23. Listening Tools
• Tweetdeck* • Radian6
• Hootsuite • Twitter app
• Co-Tweet • Monitter
• Raven Tools
*my personal fav.

30. Facebook is a
push channel.
BUT! Can you make it fit what your customer
needs are?

36. REMEMBER!!!!
it’s all about what’s right for your company.

37. BLOGS!!
The forgotten social media channel.

38. How do you want to
communicate?

39. How do you want to
communicate?
• What blogging strategy is right for your
objectives?

40. How do you want to
communicate?
• What blogging strategy is right for your
objectives?
• How many blogs do you have?

41. How do you want to
communicate?
• What blogging strategy is right for your
objectives?
• How many blogs do you have?
• One for marketing, another for
customer care? Or combined?

42. EMAIL!
The original Social Network.

43. What do we want to tell
our customers today?

44. What do we want to tell
our customers today?
• New product
launch

45. What do we want to tell
our customers today?
• New product
launch
• New/different
store hours

46. What do we want to tell
our customers today?
• New product
launch
• New/different
store hours
• What we’re up to
this month

47. What do we want to tell
our customers today?
• New product
launch
• New/different
store hours
• What we’re up to
this month
• How you doin’?

48. What do we want to tell
our customers today?
• New product • Specials/discounts
launch
• New/different
store hours
• What we’re up to
this month
• How you doin’?

49. What do we want to tell
our customers today?
• New product • Specials/discounts
launch
• Community events
• New/different
store hours
• What we’re up to
this month
• How you doin’?

50. What do we want to tell
our customers today?
• New product • Specials/discounts
launch
• Community events
• New/different
• Introduce new
store hours
employees
• What we’re up to
this month
• How you doin’?

51. What do we want to tell
our customers today?
• New product • Specials/discounts
launch
• Community events
• New/different
• Introduce new
store hours
employees
• What we’re up to
• Offer education
this month
• How you doin’?

52. What do we want to tell
our customers today?
• New product • Specials/discounts
launch
• Community events
• New/different
• Introduce new
store hours
employees
• What we’re up to
• Offer education
this month
• Solicit feedback
• How you doin’?

53. Email options
• Campaign Monitor • Vertical Response
• Constant Contact • Benchmark Email
• Emma • GetResponse
• MailChimp • AWeber
• Exact Target • JangoMail
• iContact • Easy to Send

54. Measure that
crap!

55. (and the local brigade!)

56. “Local” Businesses

57. “Local” Businesses
• Is it possible for someone to leave a review
there? Then someone probably did.

58. “Local” Businesses
• Is it possible for someone to leave a review
there? Then someone probably did.
• Monitor tips for your venue, reach out
personally to anyone who had a bad
experience

59. “Local” Businesses
• Is it possible for someone to leave a review
there? Then someone probably did.
• Monitor tips for your venue, reach out
personally to anyone who had a bad
experience
• Companies pay other companies to write
positive reviews about them on the
internet. (Please don’t do this.)

60. The usual local
suspects
• foursquare • Angie’s List
• Yelp • Judy’s Book
• Trip Advisor • Bing Local
• Urban Spoon • City Search
• Google Places • Insider Pages
• Yahoo! Local • Local.com

61. REMEMBER!!!!
it’s all about what’s right for your company.

62. FORUMS!
Remember those?

63. Forums for
customer care

64. Forums for
customer care
• Onsite vs. offsite

65. Forums for
customer care
• Onsite vs. offsite
• What platform?

66. Forums for
customer care
• Onsite vs. offsite
• What platform?
• What’s the best way to go about it?

67. Custom
Social networks!
Should I?

69. Would my Customers benefit from
interacting with each other?

70. Would my Customers benefit from
interacting with each other?
• Can you crowd-source customer care?

71. Would my Customers benefit from
interacting with each other?
• Can you crowd-source customer care?
• Would a dedicated social network be
hard for your company to monitor?

72. Would my Customers benefit from
interacting with each other?
• Can you crowd-source customer care?
• Would a dedicated social network be
hard for your company to monitor?
• Is it really needed?

73. REMEMBER!!!!
it’s all about what’s right for your company.

74. question
and
Answer sites
disgruntled customers will talk about you
anywhere.

76. Marketing? Or a channel for
a customer to leave
feedback?

77. Crisis management

78. Customer is not happy.
Now what?

79. Customer is not happy.
Now what?
• Create a “party line” with PR and management. How
will we handle things?

80. Customer is not happy.
Now what?
• Create a “party line” with PR and management. How
will we handle things?
• While the customer may not always be right, we can
still do right by the customer.

81. Customer is not happy.
Now what?
• Create a “party line” with PR and management. How
will we handle things?
• While the customer may not always be right, we can
still do right by the customer.
• Just because the customer sounds unhappy doesn’t
mean they are unhappy. Culture plays into things for
global companies.

82. Customer is not happy.
Now what?
• Create a “party line” with PR and management. How
will we handle things?
• While the customer may not always be right, we can
still do right by the customer.
• Just because the customer sounds unhappy doesn’t
mean they are unhappy. Culture plays into things for
global companies.
• Ensure that everyone is ready for crisis should it
occur.

83. CRISIS
MANAGEMENT!
A case study.

84. Takeaways

85. Takeaways
• Evaluate what YOUR needs are, and build
a social media customer care plan around
them.

86. Takeaways
• Evaluate what YOUR needs are, and build
a social media customer care plan around
them.
• Listen, listen, and then listen some more.

87. Takeaways
• Evaluate what YOUR needs are, and build
a social media customer care plan around
them.
• Listen, listen, and then listen some more.
• Measure what your customers want, and
by all means give it to them.

88. REMEMBER!!!!
it’s all about what’s right for your company.

89. Alison Groves
User Experience Manager
Raven Internet Marketing Tools
alison@raventools.com
@RavenAlison
linkedin.com/in/alisongroves