SOCIAL ENGAGEMENT: 15 TIPS FROM THE TRENCHES

Charlie Pownall Ho Chi Minh City – November 2012

47% Of social media users raise issues or questions with companies via social platforms

Source: NM Incite, October 2012

70% Of social users likely to use social platforms if served satisfactorily

Source: NM Incite, October 2012

36% Of social customers report having had their issue solved quickly and effectively

Source: NM Incite, October 2012

35%

40%

Of online customer traffic is on Facebook

Of unresolved customer queries are placed on Twitter

Customer service

Marketing

PR

The social engagement prerogative

15 tips for social engagement

Social customer

Content

Voice

DialogueOutreach

Operations

Value70%

Dialogue20%

Company10%

The 70-20-10 rule

#1

Don’t push.Pull.

#1

#2

Show. Don’t tell.

#2

#3

Less is more.Even if less is a bore.

#3

#4

Be natural.Go off message.

#4

#5

Be professional.And approachable.

#5

#6

Listen.And adapt.

#10#6

#7

Initiate conversations.Don’t just respond.

#10#7

#8

Ask open questions. But not too open.

#10#8

#9

Always engage. Don’t run away.

#10#9

#10

Everyone’s an influencer. But some are more equal than others.

1

9

90

#7#10 The 1% rule

#11

Think small.And perfectly formed.

#11

#12

Assume nothing.Clarify expectations.

#12

Failing to re-connect with bloggers you’ve just hosted

#13

Don’t force a round peg into a square hole.

#13

#13

Source: NM Incite, October 2012

Channels customers use to comment or ask questions about a company’s product or service

#14

One voice. Many voices.

#14

#15

Enable.Don’t control.

#15

Source: Altimeter, December 2010

15 Tips

10. Focus11. Think small12. Assume nothing

1. Don’t push, pull2. Show, don’t tell3. Less is more

4. Be natural5. Be professional6. Adapt

13. Be flexible14. Be consistent15. Enable, don’t control

7. Initiate & respond8. Ask open questions9. Don’t run away

Cont

ent

Voic

eD

ialo

gue

Out

reac

hO

pera

tions

Conclusion

• Customer service is in the front-line • Opportunity to drive customer advocacy

and contain damage• Need to align PR, marketing and customer

service• Need to understand customer needs,

requirements and behaviours

Next steps

• Develop Social Media Style Guide• Develop Online Customer Manual• Develop Online Crisis Manual• Train your teams

QUESTIONS? COMMENTS? SUGGESTIONS?

CONNECT WITH ME:@cpownallcharliepownall.com