1. Boost Customer Service with Social Media Give your audience a better online experience. 1

3. Oversee online communications to prospective students

4. Manage social media channels for Emerson College with Office of Marketing and Communications2

5. Customer Relationship Cycle 3

6. University Spending 4

7. Customer Cycle Disconnect 5

8. Stop Treating New Customers like One-Night Stands! 6

9. Our Grandparents Had It Right Close, personal relationships with stores Small communities that shared product information and recommendations Niche stores that sold specific goods Develop life-long partnerships with brands 1920’s – 1950’s 7

10. Brands Become Global Broad, impersonal relationships Large communities with little interaction Customers develop life-long partnerships with brands because of constant advertising 1960’s – 1980’s 8

11. The Internet and e-Commerce Make Things Even Worse Automation of call centers and customer services Less in-person interaction leads to more impersonal relationships Customers develop short-term relationships with brands because of infinite choice Brands care less about local customers because of true global reach of their brand 1990’s – 2000’s 9

12. Social Media Changes Everything? Not Really… Close, personal relationships with brands Small communities that share product information and recommendations Niche stores that sold specific goods Develop life-long partnerships with brands because of quality customer service and interactions mid-late 2000’s 10

13. Social Relationship Cycle Social Social Social Social 11

15. Find employees that are passionate about your brand

16. Exceed expectations and give your customers what they need before they ask for it12

17. Web Tools to Improve Engagement and Customer Service Chat Video Social Listening Surveys 13

19. Hootsuiteor Tweetdeck

20. Facebookhttp://youropenbook.org/

21. Radian6 and other paid services http://bit.ly/SMlistening14

23. Track industry trends and know your competitors

24. Create daily or weekly reporting strategy and update staff about online chatter and trends15

26. StudentsReview.com

27. Unigo.com

28. Yahoo Answers16

30. Academics

31. Directions

32. Events17

34. Meebo account required

35. Embedded using a HTML + Flash widget

36. Size, colors and text customizable18 http://www.meebo.com/meebome/

38. Initiate chat with your visitors

39. Monthly cost (free trial)

40. Install requires a few lines of JavaScript

41. Example:http://www.fhu.edu/admissions/apply19 http://www.olark.com

45. Find inefficiencies and correct them earlier

46. Connect surveys at the end of any process (events, application cycle, etc.)

47. How to Use Online Tools for Customer Surveys: http://bit.ly/SurveyHelp

48. Examples: SurveyMonkey, Zoomerang, Wufoo, Google Docs21

50. Short surveys are more likely to be completed by a customer

51. Find out more about inbound traffic or customer experience

52. Monthly cost22 http://www.kissinsights.com/

54. Allow brands to answer single questions but reach a wide audience

55. Everyone knows about Facebook and Twitter

56. Others include GetSatisfaction and Formspring23

58. Respect all users (you can’t assume that they have little or no influence)

59. Need to respond? There’s a workflow for that:http://bit.ly/SM-response-guide24

61. Example: Tech Help at Biola University: http://techcommunity.biola.edu/biola_it25 http://getsatisfaction.com/

63. Allows companies to ask questions and get customer feedback

64. Example: Formspring embedded on St. Michael’s College blogs website: http://www.smcvt.edu/blogs/26 http://www.formspring.me/

65. Examples of Customer Engagement Using Social Media @ComcastCareshttp://rww.to/comcast-cares Old Spice Guy on YouTubehttp://rww.to/old-spice-guy-videos Zappos culturehttp://mashable.com/2009/04/26/zappos/http://twitter.zappos.com/ 27

66. - Gary Vaynerchuk Thank You Economy “Learn how to implement a culture of caring and communication into your business, scale your one-to-one relationships, and watch your customers reward your efforts by using their new and massively powerful word of mouth to market your business and your brand for you.” 28

67. Questions?

68. Thank you! For more information: Twitter: @mikepetroff Email: mikepetroff@gmail.com Web: http://mikepetroff.com Blog: http://www.doteduguru.com 30