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Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
I love you. I hate you. Customer Feedback in a Social World.
Social Media Club North Jersey
Houlihan’s Secaucus
May 25, 2010
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Introductions
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Christine B. Whittemore
• Chief Simplifier, Simple Marketing Now– Twitter: @cbwhittemore– Flooring The Consumer weblog
• Launched June 2006– AdAge Power 150 Marketing Blog
– Simple Marketing Blog• Launched March 2009
– Junta42 Top Content Marketing Blog
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Devon Valenti
• Marketing Manager North America, ALK Technologies, CoPilot Live– Twitter: @CoPilotLive_US– CoPilot Live on Facebook– CoPilot Live North America Blog
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
The Plan
• What is social media?
What does it enable?
• What do you do about feedback?
Customer feedback takeaways
Image courtesy of BBC NI Will & Testament
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
What is Social Media?
John Jantsch/Duct Tape Marketing
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Conversations
• Take place between PEOPLE
• Markets are conversations
Image courtesy of Jacob Morgan Social Media Globetrotter
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Digital Social Tools and Platforms
Easy to useMostly freeEnable sharingMeans to an endFacilitate conversation and build trust with people
Using…
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Digital Visibility is Critical!
• The paradox of existence– If you have a physical presence, but can’t
be found online, do you exist?
– If you can be found, will you interact, offer value, be transparent and authentically act with potential customers?
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
The Breakup http://www.youtube.com/watch?v=RZDXfB0Rd4Q The Breakup http://www.youtube.com/watch?v=RZDXfB0Rd4Q
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
The Business Landscape Has Changed!
• Consumer access to information– Era of frugality simplify– Lack of trust
• Open vs. closed organizations
– Community rules!• http://www.askapatient.com/ or http://
www.medhelp.org/ or http://www.patientslikeme.com/ or http://exchanges.webmd.com/default.htm?
– Expectations re: responsiveness
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Question?
• What are your expectations about responsiveness?– As consumers– As marketers
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Enter Social Media Tools:
• Unprecedented opportunities for interaction with readers, visitors, potential customers, existing customers…– Long lasting relationships– Feedback
• Relevance and value
– Trust– Responsibility!
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Social Media Enables:
Love. Hate.
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
On the Love side.
• Interaction
• Collaboration
• Rich relationships
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Positive Interaction
• Online & lots of offline conversation– Flooring The Consumer – since 6/2006– The Carpetology Blog – since 12/2007– Simple Marketing Blog – since 3/2009– Social Flooring Index – since 10/2009
• The Wear-Dated website – Product reviews
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
CoPilot Live
• Award-winning, full-featured GPS navigation app for – Smartphones
• Android & iPhone
– iPad
• Social elements
• Global brand
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Communicating With Customers
• Welcome email upon product registration
• MapSure™ communications
• Customer support– Email & Twitter
• Software & map updates through device
• Quarterly information newsletter– Tips, news
• Social media
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Social Media Plays Huge Role!
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
We’ve Learned Along The Way!
• From passive to actively engaged
• The importance of moderating conversations
• Social media guidelines– Internal– External
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
On the Hate side.
• “Sorry Pumpkin”
Image courtesy of Rotten Pumpkins
Nestlé & Facebook
• How not to moderate
• “It’s our page, we set the rules”
Image courtesy of ThoughtPick
Nestlé & Facebook: Chris Kieff
Image courtesy of ThoughtPick
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Boeing
• One is many
• Engage immediately
• Be honest & take responsibility
• Lose the corporate-speak
• Put a face on it
• Let the fans talk
• Learn from it
Reference: AdAge “The Right Way to Make Your Social Media Mea Culpa” 5/10/10
Viking – Thanks, Janet Sullivan!
• From traditional channels to Facebook for customer service– Email– Facebook again
• Note: the customer service paradox
Image courtesy of Best Viking Repair
United Breaks Guitars http://www.youtube.com/watch?v=5YGc4zOqozo
• United told Dave Carroll “it’s not our problem”– Dave told the story in a
way he was comfortable with as a songwriter.
• “No customer is statistically insignificant any more.”
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
The Main House – B&B
• Encourages visitors to read through guest feedback on TripAdvisor
• One person left bad reviews
• The Community stepped in
Hat tip to Modenus for this example.
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
HIMSS: LinkedIn Groups
• Actively managed community– Robust community of 27K+ members
• Guidelines critical– Consistent behavior– No self-promotion
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
CoPilot Live
• Customer interactions– “False advertising”– Dealing with Facebook
• Love: Fans come to defense• Hate: Passionate personalities
– Offline feedback
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
What To Do?
• Ignore?
• Disable comments?
• Interact?
• Acknowledge?
• Delete comments?
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Question
• What are some of key pieces of the CoPilot Live: – Internal policy– External policy
• Note: Suzanne Brock, Gibbons PC– Employees & privacy
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Question
• How do you decide whether comments are unacceptable and should be deleted?– Do you respond to the person?
Question
• What about situations where you are wrong?– What would you do differently?
Question
• Have you considered an outside resource such as Get Satisfaction or User voice?
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Reality Check
• Positive and negative are more credible than all positive
• Builds Trust!– How do you feel if a company asks you to
remove your negative comment in exchange for…
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
The Benefits of Guidelines
• The set expectations– Internal policy
• Get team on board, be consistent, authentic, respectful
– External• Code of behavior for social networks
– Transparency
Social reputation management
Urban Outfitters
• Be consistent across ALL your customer interaction channels
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Customer Feedback in a Social World - Takeaways:
• Have guidelines– See How Do I? Start With Social Media Guidelines– What if you receive negative feedback?
• Be prepared!• See How Do I? Deal With Negative Comments
• Actively monitor, manage, respond to feedback• Say Thank You!
• Enjoy this amazing source of customer interaction.
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Questions?
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Contact Information:
• Devon Valenti, marketing manager– ALK Technologies, CoPilot Live North America– Email: [email protected]
• Tel: 609.252.8117 • Fax: 609.430.3263 • Mobile: 609.937.0532 • @CoPilotLive_us
– http://blog.us.copilotlive.net
Contact Information:
• Christine B. Whittemore, Chief Simplifier– Simple Marketing Now LLC– [email protected]
• Tel: 973-283-2424• @cbwhittemore
– http://SimpleMarketingNow.com & http://SimpleMarketingBlog.com
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Will You Assess This Seminar?
• Was this valuable?– What did you like most?
• Would you recommend it to a friend?– What would you say?
• What is most important idea you learned?– What will you put into action immediately?
• What do you want to know more about?– Your email address for more information.
Save the Date: June 22
• Next Social Media Club North Jersey event: June 22, “Real Estate & Social Media”– 4walls.net – ApartmentGuide.com
• 2 prominent national web marketing directories.
– In-house marketing director• Creates and manages social media
pages
