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Understanding the Social Customer
Cherylann Smith
Digital Innovator

@mylifescape
#enterprisetech
Social networks. Sean Parker – Napster. We
live on the internet. Changing the customer
experience in a meaningful way.
Welcome to the world as we knew it.
The way we share has changed. Instant
sharing. A hunger for participation.
Social media mix

h"p://www.backgroundcheckblog.com/a-­‐perfect-­‐mix-­‐social-­‐media-­‐customer-­‐service/	
  
50% of customers actively seek customer service support online
74% expect that social media will become a major channel in the
future.
43% said that a direct response to their complaint or question is
most important on social media sites
31% expect the site to be a direct channel to customer service
support.
29% of Facebook users expect a response within 2 hours
81% of Twitter users expect a same day response. 
h"p://socialmediatoday.com/parature/1621741/evoluCon-­‐customer-­‐service-­‐infographic	
  
h"p://socialmediatoday.com/parature/1621741/evoluCon-­‐customer-­‐service-­‐infographic	
  
h"p://socialmediatoday.com/parature/1621741/evoluCon-­‐customer-­‐service-­‐infographic	
  
Who is the Social Customer? Has a lot to say. Is
hyper-connected. Has a following. Influencer.
Expects super-fast response. Producer of
information. Empowered.
The social customer
Gone are the days, if they ever existed that you
could control your company reputation or
conversations. 	
  
The role of new media is all about connections.
You don’t have to put your brand online.
Social Conversations + Customer service
delivery. What do you have that differentiates
you from your competitors?
All you have, is what people are saying about
you.
#TheCustomerIsAlwaysHeard
Catch the wave. Observe. Listen. Plan.
Monitor. Engage. Record. Respond. Share.
Social media efforts should always be an
intuitive, natural extension of current brand
strategies, strengthening brand identity and
driving customer affinity.
How do you use Social Media? The platform +
technology must be used to be more human.
Response time vs. Resolution time
Listen. Mentions of the brand or products
#CompanyName. @CompanyName. Company
Name. #ProductName. ProductName. Support
related words: help, assistance, not working,
broken, #fail. Specific Facebook or Twitter.
The old way of working will continue to
produce the same old results, which no
business today can afford. We need to think,
act, and find solutions with the speed and
agility of the change that surrounds us.
Social is not a department. It’s a behaviour. It
touches all parts of your brand and needs to be
taken seriously. #nomonekybusiness
#Crisis. There’s nothing like a crisis to define
who you are. Complaining customers can be
good for business.
Listen to me. Respond to me. What’s taking so
long? Help. #BrandFail
Is this the face of your customer care?
Or is this more like it? #bleh
Have the right people on the job. Tone. Brand
voice. Brand promise. Enable. Empower. Make
sure your social media messaging is consistent
with your brand image.
Trained on how to engage with customers +
handle conversations. Fully informed about
the company, industry and competitors.
Understands social and communities.
#BrandKillers #BrandFail
Inconsistent experiences. Empty promises.
Broadcast. Slow response rate. Unprofessional.
#brandfail
#brandfail
#branplus
#BrandWins.
Informational. Supportive. Relevant.
Listen + Respond.
Use the tools out there.
Use the free tools available.

h"p://www.slideshare.net/cherylannsmith	
  
Compiled	
  by	
  @MikeWronski	
  @mylifescape	
  
@Nike @NikeSupport
“We’re listening. Seven days a week.”

h"p://socialfresh.com/twi"er-­‐customer-­‐service-­‐report/	
  
MTN: Y’ello
The social customer
KLM #integration #ashtag
In April 2010, Dutch airline KLM was thrown into the
jaws of social media head first thanks to the Icelandic
ash cloud that covered Europe and grounded flights
across the continent for nearly a week. Moving
quickly, KLM earned credit by creating a rebooking
tool for Facebook within 24 hours and created a
"multi-functional" team across customer service,
marketing, PR and operations. For the world's largest
airline, this forced integration was just what they
needed to build a highly sophisticated view that
social media belongs belongs everywhere across the
company. When they recently launched 24/7 support
on Twitter and Facebook, they did it through a highly
engaging “Live Replies” campaign in which they
responded to tweets with a small army of staff in an
airplane hanger holding up signs.
h"p://mashable.com/2011/10/28/social-­‐customer-­‐service-­‐brands/	
  
Let customers know how and when to reach
you. Set customer service expectations by
ensuring your brand's social pages display a
statement about the page's purpose,
including the hours in which the page is
actively monitored and a timeframe in which
customers can expect a reply.
Create experiences. Build trust. Be honest.
Respond timeously. Reward loyal customers.
Identify and engage with your influencers.
The ability to be human will define
success vs. failure.
The social customer
Thank you
This presentation is available on slideshare
h"p://www.slideshare.net/cherylannsmith	
  

Let’s talk.
Questions?

@mylifescape
#enterprisetech
Cherylann Smith

@mylifescape
#DigitalCrunch
cherylann@globalmouse.co.za
http://www.linkedin.com/in/
cherylannsmith

Let’s talk.
Questions?

I am a passionate, innovative
big picture thinker who can
connect digital and social to
all other aspects of the client
business to drive growth
opportunities.

@mylifescape
#enterprisetech
Disclaimer and Privacy Policy	

I believe in collaborative information sharing in order
to grow and learn.
The images used in this presentation are found from
different sources all over the Internet, and are
assumed to be in public domain and are displayed
under the fair use principle. I provide information on
the image's source and author whenever possible,
and I will link back to the owner's website wherever
applicable. Images in this presentation were mainly
sourced from Mashable and through Google Image
search.
If you are the owner of the images and you believe
that their use on this site is in violation of any
copyright law, then please contact me directly and I
will remove them.
This presentation is not used for commercial
purposes but only for knowledge sharing.

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The social customer