Customer Service and Reviews with Social Media. Week 13 for PRL 408 at Utica College. Spring 2014.

1. Week #13
April 23, 2014
UticaCollege
PRL 408: Social Media
ThomasArmitage

2.  Importance of customer service
 Who's responsible
 Tips for a good experience
 Brands doing it right
 Your experiences
 Online reviews
 Why are reviews important?
 Where can someone leave a review?
 How can you get reviews?
 Tips

3.  “Customer service is a fundamental activity
for businesses participating in social media.
Any time a business comes in contact with
someone in social media, then there is an
opportunity to raise interest, create desire
and influence actions.” – Stuart Davidson

4. (Smith, 2013)

5. (Fell, 2013)

6.  62% of brands are replying to questions and
comments on social
 57% of customers think a brand’s customer
service should be the same on weekends
 72% of customers said that they expect a
response from a brand within an hour
 24 hours average Facebook response time
 11 hours averageTwitter response time
(Mendenhall, 2014)

8.  Answer quickly
 Use the right tools (CRM?)
 Have a separate account?
 30% of top brands now have dedicated
customer serviceTwitter accounts
 Aim for single-contact resolution
 Train your staff and have a plan in place
 Be generous
(Belosic, 2014)

9.  Best Buy
 Subway
 Target
 Walgreens
 J.C. Penney
(Stampler, 2012)

10.  Supervalu
 Cablevision
 Publix
 A&P
 Shoprite
(Stampler, 2012)

11.  Throughout the semester, which brands
responded and reacted to your tweets?
 What are some brands you’ve seen who
have done a good job at using social media
as a customer service tool?

13. (XXX, 2013)

14.  2008: $21.4 million profit
 2009: $6.9 million profit
 2010: $900,000 profit
 2011: $3.5 million loss
(Romenesko, 2013)

15. (Gesenhues, 2013)

17.  90% of respondents said that positive
online reviews influenced buying decisions
 86% said buying decisions were influenced
by negative online reviews
 Word of mouth = trust
 Short term: Sales
 Long term: Reputation
 Higher search rankings
(Gesenhues, 2013)

18.  Retailer website/e-commerce website
 Google+ (formerly Google Local, Places)
 Yelp
 Facebook
 LinkedIn
 Angie’s List
 Yahoo Local Listings
(Eridon, 2012)

19.  Local search is
the easiest way
to access reviews
of local co

21.  Why does the social team often get sucked
into managing this?
 How can you obtain reviews?

22.  Create pages/profiles and/or built
functionality into your ecommerce system
 Good products/service
 ASK!
 Traditional
 Email newsletter
 Social media

23.  Don’t offer incentives
 Don’t create fake reviews
 Make it easy for customers. Provide links.
 Do it promptly since people are most likely
to give you feedback right away
 Reminder emails
(Shotland, 2011)

24.  Managing a Personal Brand, Job Searching via
Social Media
 To do:
 Work on final paper
 Read chapter 8 in the text
 Read articles from #UticaCollegeSM and comment
 Imgur presenter should be ready to present

25.  Belosic, J. (2014, February 17). 5 ways to offer social customer service with Facebook. Social Media Examiner.
Retrieved onApril 19, 2014 from http://www.socialmediaexaminer.com/social-customer-service-facebook/
 Davidson, S. (2014, February 7). Using social media for customer service. stuartjdavidson.com. Retrieved on April
19, 2014 from http://stuartjdavidson.com/social-media-customer-service/
 Eridon,C. (2012, October 23). 12 places businesses should be collecting online reviews. HubSpot Blog. Retrieved
onApril 19, 2014 from http://blog.hubspot.com/blog/tabid/6307/bid/33741/12-Places-Businesses-Should-Be-
Collecting-Online-Reviews.aspx
 Fell, J. (2013, February 22). 4 quick tips for using social media for customer service. Retrieved on April 19, 2014
from http://www.entrepreneur.com/article/225912
 Gesenhues, A. (2013, April 9). Survey: 90% of customers say buying decisions are influenced by online reviews.
Marketing Land. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-
a-customer-service-issue-than-the-resolution-38756
 Mendenhall, N. (2014, February 11). 10 reasons why you need to improve your social media customer service.
Social MediaToday. Retrieved on April 19, 2014 from http://socialmediatoday.com/nate-mendenhall/2161881/10-
reasons-why-you-need-improve-your-social-media-customer-service
 Mouw, S. (2013, September 5). 4 steps to leveraging customer reviews online. Brand Driven Digital. Retrieved on
April 19, 2014 from http://www.branddrivendigital.com/customer-reviews/
 Romenesko, J. (2013, October 30). ‘Change is hard:’ Consumer Reports restructures to survive in the digital era.
jimromenesko.com. Retrieved on April 19, 2014 from http://jimromenesko.com/2013/10/30/change-is-hard-
consumer-reports-restructures-to-survive-in-the-digital-era/
 Smith, B. (2013, May 9). Using social media as a customer service tool. Social MediaToday. Retrieved onApril
19, 2014 from http://socialmediatoday.com/brianna5mith/1373121/using-social-media-customer-service-tool-
infographic
 Shotland,A. (2011, September 12). 5 tips to get more online customer reviews. SearchEngineLand. Retrieved on
April 19, 2014 from http://searchengineland.com/5-tips-to-get-more-online-customer-reviews-92311
 Stampler, L. (2012, June 12).These are the bets (and worst) brands in social media for customer service. Business
Insider. Retrieved on April 19, 2014 from http://www.businessinsider.com/these-companies-are-major-brands-
that-are-the-best-and-worst-at-using-social-media-for-customer-service-2012-6