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Customer Service: New Rules for a Social Media World
     

Customer Service: New Rules for a Social Media World

by Peter Shankman
 

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ISBN-10: 078974709X

ISBN-13: 2900789747098

Pub. Date: 12/30/2010

Publisher: Que

Use Social and Viral Technologies to Supercharge your Customer Service!

Using social media, you can deliver amazing customer service–and generate an army of fans who’ll promote you in good times, and rescue you from disaster. Now, legendary online marketing expert Peter Shankman shows you exactly how to do all

Overview

Use Social and Viral Technologies to Supercharge your Customer Service!

Using social media, you can deliver amazing customer service–and generate an army of fans who’ll promote you in good times, and rescue you from disaster. Now, legendary online marketing expert Peter Shankman shows you exactly how to do all that–without spending a fortune! Shankman draws on his immense experience as founder of the online growth company HARO and marketing consultant to multiple Fortune 500 clients. He presents straight-to-the-point solutions for building customer loyalty, trust, and credibility online–and rebuilding it when catastrophe strikes. Companies around the world are driving enormous value from online customer service at remarkably low cost. You can, too. Peter Shankman will show you how–step-by-step, right now!

You’ll learn how to:

• Organize a small, powerful social media team on a tight budget

• Listen to what your customers, advisors, and markets are really saying

• Make prospects feel like rock stars from the moment they find you

• Choose online media that make the most sense for you

• Avoid wasting time with platforms that won’t help you

• Earn your customer’s loyalty, trust, and credibility

• Learn from other companies’ viral “disasters”

• Rebuild your credibility after you’ve taken a public “hit” online

• Make sure everyone hears your customers when they compliment you

• Capture all your customer knowledge–and use it in real time

• Keep people talking–and not just about you

Product Details

ISBN-13:
2900789747098
Publisher:
Que
Publication date:
12/30/2010
Series:
Que Biz-Tech Series
Edition description:
NE
Pages:
189

Table of Contents

Introduction 1

1 Putting Together a Social Media Team 11

Meet Your Team 12

The Customer Service People 13

The PR Person 13

The High-Level Exec 14

The Marketing Guys 15

The Guy from Accounting Who Has a Facebook Page 15

The Flip Side: Meet Your Audience 16

The One-time Complainer 16

The Constant Complainer 16

The Axe-to-Grind 17

The Happy Customer 17

The Prima Donna 17

End result 17

2 Examples of When It Doesn’t Work (and What Happens) 19

Hope for the Best, Plan for the Worst 24

Always Be Aware–It’s the Thing You Don’t Think of

that Can Kill You 25

Trust Your Instincts 27

Cooler Heads Prevail 28

Doing Something Is Better Than Doing Nothing 31

Your Audience Is Smarter Than You Are 33

Never Deceive Your Audience 34

3 Before the Explosion: Winning Your Customer 37

Before the Customer Is Even a Customer 38

Driving Revenue 39

Find Out Where Your Customers Are 39

Pay Attention 41

Devise a Plan to Reach Your Customers 44

Case Studies 49

Solematescom 49

HARO 50

4 Customer Service Is a Way of Life 53

Self-Promotion Versus Helping 59

Case Study: Bravo! Italian Restaurant and Bar 61

Case Study: Risdall Integration Group 61

Case Study: Law Offices of Daniel R Rosen, PC 62

Background 62

A New Approach 63

From Invisible to the First Page 63

Case Study: Grasshopper 63

Case Study: Peter Kuhn’s Food Truck 65

Case Study: Inclind, Inc 66

Case Study: Which Wich Superior Sandwiches 67

Summary (and a Challenge) 69

5 Social Media Damage Control: Stopping Small Problems from Becoming Big Ones 71

First Things First: Different Types of Complainers 73

Overarching Rules for Handling any Complaint 75

Handling Different Kinds of Complainers 76

The Never-Complained-Before Complainer 77

The Multi-Complainer Complainer 79

The I-Can’t-Believe-He’s-Complaining Complainer 80

The One-with-Photos-and-Videos-and-Multiple-Camera-Angles Complainer 84

Dealing with Complaints That Are Personal 86

The @cnnbreakingnews Complainer 90

Wrap-up 91

6 Making Customer Addicts Online: Best Practices That Work! 93

A Few Rules of the Road 95

So, How Do You Do It? 96

So You Have a Physical Presence 97

Make Them Feel Welcome 100

Make Them Feel Appreciated 103

Make Them Want to Return 105

Make Them Want to Share 107

Loyalty Codes 108

Recap 112

7 Keeping the Addiction Going 113

Ten Rules to Live By 115

You Want to Hook Your Customers 116

Poor Quality = Fewer Returning Customers 117

Yours Better Be Better 119

Breed Loyal Customers 120

Offer New Value 122

Make It Easy for the Customer 124

Refine, Refine, Refine 124

Know How Customers Want to Receive Information 126

Keep an Eye on the Competition 128

Freebies = Loyalty 131

Supply and Demand, Baby 132

Summary 133

8 Monitoring Your Successes and Failures 135

Google Tools 137

Google News Alerts 138

Google News (http://newsgooglecom) 141

Google Blogsearch 141

Twitter 141

Facebook 145

Email Marketing 148

An Example of Email Marketing Done Right 151

Finding the Time to Monitor Social Media 152

9 Putting It All Together: What Did We Learn? 157

The World of One Screen 160

Be “That Guy” 163

Saddling Up 164

Recovering from Social Media Face-plants 166

Paying It Forward Pays Off at Crisis Time 167

Learn It Know It Live It 169

Head ’em Off at the Pass 171

Creating Customers for Life 172

Thinking Like a Drug Dealer 174

The Right Tool for the Job 175

A Few Final Words 175

Index 179

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