chrisbrogan.com - Latest Comments in Does Your Social Media Experience Extend

Re: Does Your Social Media Experience Extend

yah00 — Mon, 16 Aug 2010 04:28:16 -0000

Hmmm....I like what you said. Sometimes I would like to talk to the designer herself, or the data analyst or the process analyst. These are folks who are in the back office and are not given a face, or mouth to interact directly with customers.
Everthing's filtered by customer service, or PR and feedback never gets to the back office because generally front office folks do not know the language(?)
How cool is it to bypass them.

Re: Does Your Social Media Experience Extend

flash drive — Sat, 12 Jun 2010 00:55:12 -0000

A great marketing or PR campaign or a social community works when people started having the same experience when they do not touch your brand is not. Building a community within your organization is equally important to build community outside of their organization, yet often an afterthought. For me, the door before you are fully prepared is like opening, you do not want to show you some things are going.

Re: Does Your Social Media Experience Extend

tom bond — Mon, 07 Jun 2010 13:44:36 -0000

I think there is a core difference between companies who are just trying to be relevant to those who have a goal and want to properly utilize technology to achieve their goals. I lost count of the number of companies who have a "live video chat" option that doesn't work. Adding Twitter or Facebook does not make a company customer-centric, that is a core value that has to be preached and embraced down the ladder.

Reduced time to problem resolution: Yes, adding another channel of communication can lead to this.

Reduction in customer complaints. No, customer complaints will occur for other reasons, reasons social media have no tie in.

Real-time operational flow information for non-structured data. (Companies know how the gears turn. They don’t know the human stories.) This can provide constructive data for companies.

Improved customer retention: Yes, but only if customer service is embraced. At some point in history someone came up with the idea "hey, if I set up a bank of phones, my customers can call us and be more satisfied" Well, that's not the rule... that's the opportunity. Social media will provide the opportunity.

I use social networks for business networking. Mostly www.stanfordwhoswho.com.

Re: Does Your Social Media Experience Extend

brisbane house painters — Mon, 07 Jun 2010 07:49:18 -0000

When I speak about social networking for business attendees often come up at the end to ask if I will speak to their "senior team" about it ( the answer is "of course" but I have yet to be invited in...) Having read this post next time I will suggest I work with them instead to use this approach.

Re: Does Your Social Media Experience Extend

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Re: Does Your Social Media Experience Extend

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Re: Does Your Social Media Experience Extend

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Re: Does Your Social Media Experience Extend

sikiş izle — Thu, 22 Apr 2010 04:03:57 -0000

thanks

Re: Does Your Social Media Experience Extend

neilkevin — Wed, 18 Nov 2009 06:09:32 -0000

This is very informative article.I was wondering this stuff only.Thanks for such a great post.It is very useful for me.I would like to know more in this topic.Hope for know more in it.
Thanks.

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Re: Does Your Social Media Experience Extend

scottwheaton — Wed, 28 Oct 2009 00:53:46 -0000

I completely agree with this concept - why not use the power of social media to extend further into the consumer's experience? As it is, social media is a tool very much siloed from the rest of the organization's functionalities. Social media's real-time or near real-time platforms could deliver truly remarkable value when spread across multiple facets of the organization's communications and customer service efforts. This would provide for a brand experience that is valuable & consistent across the board.

Re: Does Your Social Media Experience Extend

David Wiggs — Tue, 27 Oct 2009 18:24:31 -0000

Chris

Thanks for the shout out about by friend, Tim! More people need to understand the genius of Game Plan!

Re: Does Your Social Media Experience Extend

Social Media Explorer — Tue, 27 Oct 2009 18:03:22 -0000

I really like the thought process here. My question to you is...who is this person? A manager, an agent? How do they report on what is happening?

I really like this idea and am looking at ways to expand social media presence into other departments. But I get concerned when we talk about an individual because this still represents a limited view for the front line personnel. Is this as simple as setting agents up with read-only access on Radian 6 to listen to what is happening and giving them a view of how the social media team is responding? Or even to take it a step further and integrate right into your CRM, so when you pull up a person's accounts you can see all of the social media communications as well as other account activity. Then you could flag an account real-time with a "watch for this" obviously only if their social media presence could be connected with their account information. If not, you could still post messages of things to be on the look-out for. What do you think?

Re: Does Your Social Media Experience Extend

addytseng — Tue, 27 Oct 2009 12:18:19 -0000

Yes, I hate it when I'm asked for information they should already know over and over and again! Seamless data integration is a huge challenge, and it comes down to good data management principles.

Re: Does Your Social Media Experience Extend

addytseng — Tue, 27 Oct 2009 12:13:58 -0000

Good point. Trouble is...no one remembers smooth rides. Bumps once in a while remind us the ride could be smoother.

Re: Does Your Social Media Experience Extend

addytseng — Tue, 27 Oct 2009 12:09:32 -0000

Re: Does Your Social Media Experience Extend

cvharquail — Tue, 27 Oct 2009 09:52:00 -0000

Chris, I think your post is right on target-- and I want to encourage you to go a bit broader and deeper in considering how social media should "extend" within organizations. Well done, social media should change an organization's culture, by changing the organization's systems. This includes (and isn't limited to) using social media to gather feedback that is turned into problem diagnosis, then into solution generating, then into solution execution, then into customer followup, and finally into organizational learning.
The recent conversation about whether Twitter has changed Comcast's culture (http://www.techcrunch.com/2... is another example of what you're addressing. I for one would enjoy hearing your views on that specific example (http://authenticorganizatio....
Looking forward to more insights from you....

Re: Does Your Social Media Experience Extend

Lois Ardito — Tue, 27 Oct 2009 07:50:23 -0000

This is a huge topic and the comments that followed your opening this up to your readers is proof of that. The phrase I was using among my business partners was "standardized service". A business is built based on a philosophy, you try to convey that standard through the very way you conduct your business, you write about it, you live it and then you possibly loose control of it!
I think someone in the comments hit upon it.....a social media person relating to those who are out there in the field representing the company. Listening and interacting daily. Marketing the business model to the people who ineract with the consumer..... I'm going to start doing that today! Thanks Chris, once again.

Re: Does Your Social Media Experience Extend

whitneyhoffman — Tue, 27 Oct 2009 06:31:13 -0000

Are you essentially talking about culture change that extends top down and bottom up in flow? I think everyone owns a customer's experience. I can get all the help I need from the top when things go bad, but the gateway experience forms a mindset and attitude, it creates more barriers and challenges than if the threshold experience started out positively.
For example, Company X on twitter can solve my problems, but the fact that many of their ground employees are less than knowledgeable about what they sell or differentiating brands or making meaningful recommendations or for that matter, taking notice of me when I am at a counter, in front of them, clearly looking for help, but instead carry on the conversation about what they are planning to this weekend...yeah, that ruins the experience.
In a doctor's office, the receptionist and nurse make an initial impression that sets the tone for the doctor when he sees you. If the front office treats you well, you assume the Doctor will do likewise and vice versa- and none of that reflects how "good" the guy or gal actually is at their profession. just whether or not they can hire competent staff.
I think the threshold experiences set tone and mindset for later experiences as well as customer loyalty- what say you?

Re: Does Your Social Media Experience Extend

Guy Stephens — Tue, 27 Oct 2009 04:45:47 -0000

Great post which touches on something I have also thought about for awhile. I use Twitter (@guyatcarphone) every day at work to provide customer service/help and support. The challenge for businesses engaging with customers through the use of Twitter (or other social media platforms) is how to take the best of Twitter (ie. real time feedback loop, early warning system etc) and extend that through not only to the more traditional customer service channels, but the company as a whole.

From a customer perspective, whilst a company may acknowledge a complaint or issue more quickly than ever before, the actual resolution of the complaint or the implementation of an improved process may still take the same amount of time as it always did. To this end, however, the type of role you are referring to above, I believe, would truly enhance the customer experience. Whilst I believe your prescient observation will likely happen in one form or another, I do not think companies are quite ready for it yet. The implications of it are potentially far-reaching.

I would go a step further perhaps, and say that the creation of such a role requires it to have some kind of accountability from the other parts of the business it comes into contact with should change be required. Otherwise, you may simply end up with a role that has a powerful roar, but a weak bite, if that makes sense.

Re: Does Your Social Media Experience Extend

Andre Natta — Tue, 27 Oct 2009 00:16:09 -0000

I enjoyed @AZRealEstate's comment most of all, because it showed a willingness to want to see something like this work. Weirdly enough I wrote a post today about how social media could be used in hotel chains in more of a proactive, two-way conversation like what happens with Southwest and JetBlue than what happens now.

This post has me wondering if there would be some way to begin to integrate or collect any social media usernames during the log in process and if that would help make the interaction more seamless when/if it happened. It would allow for interaction before, during and after the trip - meaning that you could make it extremely personal. Not really sure if it makes sense or not, but I'm hoping that it's a possibility.

Re: Does Your Social Media Experience Extend

obilon — Mon, 26 Oct 2009 21:47:58 -0000

Absolutely. If enough evidence that this thing really works to benefit a company's relationship with customers and adds immense value to a corporation vs. of the old management fear of "what if they talk bad about us online" then more and more companies will adopt social media into the enterprise as a way of doing business and not just something the marketing department should look into and play with.

Re: Does Your Social Media Experience Extend

mia — Mon, 26 Oct 2009 19:39:50 -0000

hmmm....I'm not sure I totally understand, but being on the *receiving* end of bad customer service, I have to say, I have an opinion. I think the problem with the ticket agent or the baggage claim officer, or whatever point the customer actually interacts with any given company, is that those individuals are not empowered to make decisions. If each person were given the marching orders to 'make it so', a lot less nonsense and run-around would ensue. For sure. How many times have we been banging our heads against the wall of c/s, only to be finally connected with a manager or supervisor who can suddenly do *something* and then it's fine, everything's fixed, but you can't unring that bell of having spent half-an-hour in hell. If you really want to have those points of contact, make it not with the customer. Make it with the people who are already the points of contact with the customer. Know what I mean? The ticket agent should be able to type a message in to their terminal, explaining that there was x problem, and then the lovely Paula or fantastic Morgan can get back to them *immediately* with "no problem, here's how we handle that". Totally transparent to the customer, but think of all the aggravation that could be saved. Just my two cents.

ps Miss you! :)

Re: Does Your Social Media Experience Extend

gerardmclean — Mon, 26 Oct 2009 18:20:37 -0000

Always going to be hiccups as long as we have human beings serving other human beings. It's how you solve the problems you will have that sets the bar.

Heck, if companies had no problems to solve, Twitter have no reason to exist and Chris could retire :-)

Re: Does Your Social Media Experience Extend

Hallicious — Mon, 26 Oct 2009 17:58:23 -0000

Wouldn't it be cooler if they didn't mess up in the first place? I understand what you're saying, but I think that the effort and resources it would take to connect all of those systems could be better spent on making sure you don't have any problems to begin with...

Re: Does Your Social Media Experience Extend

Eric — Mon, 26 Oct 2009 17:41:16 -0000

Hey Chris;
Great post to get the discussion going! Your concept is in some way quite similar to something called various names by different people. We call it Reputation Analytics. Here at Gossamar, we use a tool from Sysomos to do what you are suggesting on behalf of our clients: we monitor the social media space, looking for mentions of a company or its products and rate that mention as being positive or negative using the natural language capabilities of the service. This allows people to react in real time to a potentially negative event or situation.