Using Social Media to Serve Your Customers

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Presentation transcript:

Using Social Media to Serve Your Customers Todd Van Etten @toddvanetten Caitlin Rush @crush

Listening to the conversation Speaking to different audiences Agenda Listening to the conversation Speaking to different audiences Questions, thoughts, comments Tools of the trade

Listening How to use social listening as a tool to: Discover the who, what, where, when, and why of relevant conversations Find and decide if messages are worth your time

What is online listening? Process of collecting and analyzing digital signals from all sources: Blogs message boards Forums social networks Wikis Microblogs video sites news sources Query: "payday loans" OR "pay day loans" OR "pay day lending" OR "payday lending" BETWEEN 13-Jul- 2016 AND 12-Oct-2016 IN THE UNITED STATES

Who (general)?

Who (influencers)? Authority (number of tweets AND number of followers), and Influence (just number of followers)

What?

Where?

When?

Why?

Identifying content relevant to you Geographic filter Refining search queries to add store name, number, manager/employee’s name, and/or town Advanced search on Twitter

Speaking How to use social media as a megaphone to: Talk to current customers Attract new customers Build your brand and reputation Speak about the industry at-large

of inbound social customer service requests happen on Twitter 80% of inbound social customer service requests happen on Twitter

Talk to Current Customers Customers do not differentiate customer service via phone, email, or social Don’t reinvent the wheel. Repurpose existing customer service resources for the web Empower and train customer support staff to respond on social

Attract New Customers Make it easy to find you - both in stores and online Showcase products/services people may not know about Highlight customer use cases and success stories Focus on the end results of your services

Build Your Brand and Reputation Post regularly and consistently. Use automation and scheduling to make this possible Leverage video and photos to showcase corporate social responsibility initiatives Provide general personal finance tips and advice Focus beyond the product/service. What do you make possible for your customers?

Speak About the Industry At Large Share relevant, positive media coverage of short-term and small dollar lending in general Dispel myths and misinformation about payday lending Inform consumers when there are threats to the industry and empower them to take action Remember, a rising tide lifts all boats

Questions

Tools of the Trade Listening Speaking Facebook Insights Twitter Analytics Sysomos Nuvi Mention Brandwatch Feedly Tweetdeck Speaking Facebook Business Manager Tweetdeck Buffer Sprout Social Hootsuite Piktochart Zendesk