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

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

3. 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

4. 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 AND 12-Oct-2016 IN THE UNITED STATES

5. Who (general)?

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

7. What?

8. Where?

9. When?

10. Why?

11. 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

12. 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

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

14. Talk to Current Customers
Customers do not differentiate customer service via phone, , 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

15. 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

16. 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?

17. 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

18. Questions

19. 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