Social Media Customer Service: How to Maximize Customer Satisfaction | Colin Scotland | Skillshare

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Social Media Customer Service: How to Maximize Customer Satisfaction

teacher avatar Colin Scotland, Marketing Coach

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (21m)
    • 1. Introduction

      1:28
    • 2. Setting Your Objectives and Channels

      3:49
    • 3. Understanding Your Audience

      4:15
    • 4. Planning Paths of Communication

      3:46
    • 5. Putting Social to Work for You

      3:13
    • 6. Measuring Success

      3:04
    • 7. Final Thoughts

      1:52
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About This Class

Optimize your brand’s customer experience on social media with marketing coach and lifelong student of marketing Colin Scotland! 

Marketing professionals know that the value of social media lies in the immediate access it grants us to our target audiences. Great marketing professionals create everything from social media campaigns to content through the lens of the consumer. Join Colin as he delves into the art of social media communication so that you can provide amazing customer service for your company at every stage of the customer journey!

 Together with Colin, you will: 

  • Understand the important channels and appropriate measures that should be taken 
  • Gain a greater understanding of your audience
  • Plan your path of communication based on your goals
  • Put social media to work for you
  • Measure your success in order to create a dashboard for future communications 

If you are a marketing professional interested in creating dynamic, unforgettable interactions with your target audience, this is the class for you!  

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Colin’s class is designed for students of all levels.

Meet Your Teacher

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Colin Scotland

Marketing Coach

Teacher

Hello, I'm Colin.

You could say I’ve been around in the world of marketing more than most.

I’ve lectured in Marketing for the Chartered Institute of Marketing (CIM) in the UK. 

I took my own E-Commerce business from zero to £4million per year revenue (before it failed spectacularly in 2013).

I’ve since built a thriving marketing coaching business and have the privilege of sharing my experience with creative entrepreneurs from around the world.

My mission and purpose is as Seth Godin wrote to “help others become who they seek to become”.

Read my story here.See full profile

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Transcripts

1. Introduction: Social media gives us such a powerful opportunity as marketers. We have our fingertips immediate access to our audiences. They, in turn, can also have immediate access to us. In this class I'm going to share with you the art of meaningful communication to ensure that we're delivering amazing customer service at every point. [MUSIC] Good day. I'm Colin. I'm a marketing coach. Today's class is about boxing communications, social media, and how they interact to help you to deliver unforgettable experiences for your clients, for your customers. We will be looking at ways to create social media campaigns and objectives and content to create, but we'll be looking at it through a different lens. We're going to be looking at it through the lens of our target audience. This class is for marketing professionals, marketing teams, anybody that wants to create real-time interaction with their audience. My goal is that with the skills I'm going to teach you in this class, you can then apply this to create wonderfully dynamic and rich interactions with your audiences. [MUSIC] 2. Setting Your Objectives and Channels: Social media brings with it an intimacy that didn't exist before. If you think about the way that we used to do business, organizations and brands with distance, far away thing, that we couldn't really interact with. There's a revolution happening in the way that we communicate. We expect that immediacy of response. As a marketer, sometimes that can make you feel a little overwhelmed. It's quite challenging. How do we get a handle on it? Well, that's what we're going to go into in this class. I'm going to help and guide you to identify the channels that are important, the measures that we need to take, and the types of things that we want to be doing and saying and how we want to show up as a brand. There is a really powerful tool that we can use, a template that we can fill in to consider the channels that we're going to use and the goals that we want to achieve on each of those channels from different perspectives. It's called the Bagger Lumley Hansel wheel. It's really powerful because it's broken into segments and it's also broken into layers. At the very core, we have the consumer layer, and then outside of that we have our brand. Then outside of that we have the channel. Then outside of that, we have our internal organization. These are the people that our team interacts with. Each of those layers are broken into segments of objectives. What does success look like for the consumer, for the brand, for the channel, for the internal organization? Most brands have two types of objectives; engagement objectives and financial objectives. Engagement objectives are likes and shares and reach and clicks and followers and all of those kinds of things. Financial objectives are leads, conversions, sales, revenue, profitability. Then we can follow the wheel around and look at where are we right now in each of these layers, in each of these areas. What do we need to do to drive that objective for the consumer? What do we need to do to drive the objective for the brand? Where do we need to show up? What channels do we need to play on? Where are our audience hanging around? How will we go about implementing this? Because we're not acting on our own for the most part, we interact with our colleagues, with different departments, with different teams, with different locations, how will we actually make it work across each of these layers? A really important question that is often overlooked. How did we do? Did we get there? How successful were we? We have to be able to measure those objectives. Armed with that knowledge, we can then feed back into the cycle of our objectives and where are we now and then we follow on a process. This becomes a cycle of planning for you to bring consistency but most of all to make everything that you do so much more powerful, so much more impactful. Your action from this class is to set some objectives around what it is that you're looking to achieve with your social media efforts and choose the channels that you're going to focus on. It's important that you focus on the channels where your target audience is most active. This is about meaningful relationships and being consistent and showing up where your clients are so that when they have that need to immediately hear from you, you're there. You don't have to be there everywhere, but you have to be there on the channels that matter. Decide what those channels are and then you have the starting point for success. 3. Understanding Your Audience : It's interesting when we look at how as marketers, we communicate with our target audiences. If we look back to the original approach to marketing communications, it was very much we create messages based on what we understand to be our target audiences. We push those messages out, but the voice of the customer often was left unheard. There was no dynamic interaction outside of maybe focus groups and research and questionnaires and surveys, etc. Now because of this seismic shift in how we communicate, there is a wonderful opportunity that presents itself to all marketers, to actually give voice to our audience and allow them to shape the messages and to shape the products and services that we offer. Let's start by looking at that process of communication. We have a sender of information and we have a receiver and the message is passed between the sender and the receiver. The message passes in between, but the sender encodes the message and the receiver decodes that very same message. Now, if we were in a perfect scenario, everything that was said would be interpreted the right way. But you and I know that that is not the case because we all have limitations, we all have beliefs, we all have bias, and we also have limited levels of understanding. What can happen often is the message that we think we're sending out is decoded or encoded in a way that causes confusion, that alters how our message is received, so if we carry on in the old paradigm, making messages, encoding them and shipping them out into the world, guess what? We're going to alienate our customers, we're going to alienate the people that we are sending those messages to, whether it's internal teams, stakeholders, community, customers, or any of the above. Giving voice to our customers in this process and allowing this to be a back and forth to and fro of communication really is the key to unlocking the amazing potential that is offered to you with social media. The challenge we have as marketers is to really allow that voice to be heard, but also to utilize that voice to the benefit of our brand and to the benefit of everybody involved. How do we do it? How do we do that? Think about reactive and proactive. Reactive is the negative review that pops up on Facebook and we have to do something about it, we have to react to manage the reputation of our brand. What would proactive look like? What would it look like if we were to Canvas up front and have a forum and have an open discussion about areas for improvement. I want you to think about these questions just to prompt you in the right direction so that you can make some useful and actionable decisions as to how you go about showing up on social and how we can actively manage our reputation, actively manage the engagement, if we can preempt and be proactive, that's the best approach. But there does need to be an element of social listening, there needs to be an element of understanding what's going on so that we can be active and an integral part of those discussions. What I would love for you to do is to look and consider the areas where you are active, where your clients are active, like we mentioned earlier. Once you've got a list of channels, I'd love for you to brainstorm some questions, some polls, some types of content that you could create to push out into social to be proactive in your approach to customer service. Take out a pen and paper and start to map out some proactive approaches to this whole realm of social media. 4. Planning Paths of Communication: There are multiple forms of communication. There are three that we need to concern ourselves with. The first communication is one-way communication. We may create content that tells the story of our brand. We may share success stories from clients, share how their experience has been amazing with our brand, creating content and pushing that content out into the world. Then we have two-way communication where we are beginning the process of interacting with starting to give the voice to our audience. This is where that begins to be a dialogue between two parties, so we share content, they respond. In social, it can be engagement, it can be commenting, it can be all manner of things, but also it can be them beginning the conversation. It's not just a one-way thing, remember. They can start the conversation. This is where it becomes really important for us to have mechanisms in place so that we can listen to those conversations. People are nine times more likely and probably more to vocalize a negative than they are to vocalize a positive. Imagine we get complaints about a product and we have a system of responses and processes for actually dealing with that. Now version 2.2 of our products no longer has those issues. You could set up a TweetDeck, for example, that monitors and listens for every time that your brand is mentioned. You can use sentiment trackers and online tools to keep an ear to the ground for mentions of your brand. Remember, we talked about proactive and reactive. We always want to try and be proactive where we can. That's how you're going to get the best results from your efforts, from your energy, from your attention. Then the third form of communication is real-time on live streams. For example, our job as marketers is to accommodate any and all forms of communication, good and bad because it's by fully embracing all forms that we're able to make the most. When it comes to communicating on social media, we really want to be thinking about behavioral change. Think about the think, feel, do framework. When we're creating content, what do we want people to think? How do we want people to feel? What do we want people to do? Think and feel are two streams. We've got the rational, the think. I think this product will work for me because, and then we have the feel, the emotional. I really feel like this is the best solution for me because and then the do is where they can't converge. What do we want them to actually do? What's the action? This is where as marketers, we are critically aware of the CTA, the call to action. We're always looking to drive action. What next? I want you to ask the question of all the content that you put out. So what next? That's critical in all of this. Our job as marketers is to accommodate the whole spectrum here, from one-way communication being intentional, covering all of the basis of how we want to elicit that behavioral change, crafting messages that really convey the values of our brand, accommodating the problem side, the two-way communication. This can be positive and negative, having a consistent approach and a thoughtful approach to how we deal with that really will pay dividends for you. 5. Putting Social to Work for You : When we know who our target audience is, and we understand how we want them to think, feel, and do, our behavioral action is in our content, we need a framework that we can implement across all of the social channels that we operate on. It's a simple model that talks about acquiring attention, encouraging participation, whether in the channel or outside of the channel or in different channels, and driving, sharing, and engagement. How are we going to acquire that attention? What are we going to use to drive participation? What mechanisms are we going to put in place to encourage engagement? Also, what content would create that shareability, that virality? Consider also the brand voice. What's appropriate for your brand? All of these things need to be thought through and be congruent. I encourage you to feed these back into the planning circle that we shared at the very beginning, so that you can build a holistic and complete plan of action, and how you're going to potentially embrace new technologies, new ways of engaging. Will you consider these newer formats? Will you consider live, for example? Lives give you such great potential to engage in a very meaningful and real way. It has an energy to it that gives you such great opportunity to truly connect with the audience. How will you deal with comments and questions? Will you be available 24/7? Will you have office hours? Is there a department? Is there routing for specific types of inquiries, specific types of engagement, and who will be responsible for that? Also if you're responding to negativity, it's important that you have a plan for that. Don't be afraid to be open and transparent as far as possibly you can be to win that customer, to win that conversation, to win that heart, to win that relationship back, because it's your integrity in the way that you show up that goes such a long way. Even in the face of mistakes, even in the face of failures, we all make mistakes. The key for you is in owning those mistakes and going every step of the way that it takes in order to put things right. Who will manage this activity? Will it be you? Will it fall on your shoulders? Will it be team members and colleagues? Will it be other departments? Will you outsource the whole thing altogether? How will you make sure that everything is on brand? The best thing that you can do is make a plan and stick to the plan, be consistent in how you show up, and that is what will yield the best results possible for you. These are considerations that I'd love you to ponder and fill out the question prompts, and then feed in those answers to the planning wheel. This way, you have a complete approach to making this work for you. 6. Measuring Success: Measurement is crucial. If we don't measure what we're doing, then we have no way of being able to demonstrate the efficacy, the efficiency, how well it's doing. It's super important that you take this planning and this preparation and all of this stuff that we've been talking about so far. That you take those objectives, those measures of success, and you create a dashboard. You can use tools like analytics. Most social channels have their own in built insights and dashboards and analytics. You can monitor engagement, you can monitor views, you can monitor clicks, you can monitor comments. It's the objective remember that determine what you need to measure. Because if we're going to increase the traffic to our website, what are we going to measure? We're going to measure traffic. Traffic is a generic ones, so we want to measure traffic. I just want to give you that as an example so that you appreciate the objectives of what drive the measures. The measures are answering the question, have we arrived? Your measures need to reflect the objectives. They need to show us that we're making progress towards achieving our goals. What I'm inviting you to do here is to consider the methods of measurement. You've got analytics, you've got on platform analytics, you've got external dashboards that you can setup. There are things like sentiment trackers. You can create monitors and Google Alerts for mentions of your brand or a whole host of ways that you can set up monitoring and listening. If we are promoting a specific offer, we can use UTM links inside of that campaign so that when we drive traffic from that campaign, it's directly attributable to that campaign. I use a beautiful software called Funnelytics. Funnelytics allows you to see traffic flowing from specific campaigns, from certain pages, from certain channels, and taking those milestone steps so that we can measure conversions, traffic engagement. Consider the questions of the channels that you're going to be active on, the methods of communication that you use in across those channels, and then the measurements of that. How will you measure? Will you have a unified dashboard? Do you have software to do this? Will it be a spreadsheet? Will it be something like Funnelytics? Will it be a combination? If it's a combination of on channel insights and analytics and your own analytics, etc, then it may make sense that you collect these into a single dashboard. This way you're able to communicate quickly across the department upwards and downwards and in every direction in the organization, but the most important thing in all of this is to have measures that are going to answer the question, have we arrived? 7. Final Thoughts: [MUSIC] We started our journey together looking at your objectives and goals for social media. For the channels that you would show upon, for the things that you're looking to achieve. We played with a beautiful diagram, that allows you to map out your plan. Who is our target audience? Where are they hanging out and how are we going to show up in those places to meet them, where they are at? We looked at the all important part of this, which is about eliciting a motivation to change behavior. We looked at ways of driving engagement and sharing, considered customer service and how we may be both proactive and reactive. Who we're going to set up to be responsible for these things. Then finally, how are we going to measure? How are we going to know that we've arrived? This completes the entire cycle of plan, do, evaluate, and redo. Take these prompts, implement the things that we've talked about in your circumstance across your organization. Then measure the results and proactively adapt and amend what you do moving forward so that you are continually improving. You're continually improving your skill as a marketer. You continually improving the communications of your organization, both inside and out. You are giving voice to your audience, whether that's the customer or whether that's an internal customer, really doesn't matter. Remember, the principles are universal here. You are creating an environment where everybody gets to elevate, and not where you are truly utilizing marketing communications and social media, a maximum customer satisfaction. Thank you for watching the class.