5 Ways to Measure Social Media Customer Service

As with any marketing and/or social media effort, it’s critical to set your objectives and create related metrics to assess your success. Here are five metrics to help you monitor integrating social media into your customer service delivery.

  1. Number of interactions. Track the number of fans and followers. Bear in mind you may need to entice consumers with special deals and bonuses. Additionally, understand how each platform works and how to be part of the community, or your actions will backfire.
  2. Number of issues identified and responded to. In addition to participating in the conversation on your website and tailored company outposts like Twitter and Facebook, use brand monitoring tools to find and reply to consumer issues.
  3. Content creation. Track the amount of content that users contribute in terms of ratings and reviews, social media interactions, photographs, videos, and other formats.
  4. Sales. Measure sales related to your social media customer service efforts. Have they contributed to your overall sales? Are these efforts helping customers decide what to purchase and do they contribute in a positive way to your brand association and company revenues?
  5. Customer service resources. Consider these three important elements. Are you reducing customer service inquiries via other channels? Social media translates to a lower cost channel in many cases. Are you allocating customer service headcount appropriately? Do you have enough people assigned to each channel? Also, monitor for increased usage as this channel becomes more efficient. People who didn’t want to deal with customer service may do so on social media.

A good CRM solution can enable you to track these metrics by allowing you to:

  1. Create  custom fields in your customer’s profile to capture their usernames/profile  in Linkedin Facebook, Twitter etc.  You can then update  and keep track of interactions with your customers in your CRM system.
  2. You may also set up a link within your CRM system to a social media monitoring tool such as Social Mention to monitor your brand name, product or service.
  3. By creating a Marketing Campaign linked to your Linkedin, Facebook or Twitter page, you can track how many Potentials Sales/Opportunities came  from these Social Media tools.

Social media has changed how consumers and companies view customer service. Now, customer service fulfills a variety of different functions including enhancing your marketing. Is your firm ready to meet these new opportunities?

Reference: http://www.clickz.com/clickz/column/2027223/integrate-customer-service-social-media-marketing


10 Tips To Improve Your B2B Email Marketing

Business to Business (B2B) email marketing should be approached differently than Business to Consumer (B2C) email. However, many B2B marketers find difficulty in creating successful B2B campaigns. We find the problems are mostly due to two misconceptions: First, many of us assume that a Business-to-Business email needs to be full of corporate speak and approached with a business-like mentality. Second, most of us, even marketers, see more B2C messages than B2B ones, so we unsuccessfully try to implement B2C style tactics in our approach (design, layout, copy, etc.).

So, to get back on track with your B2B email campaigns, here are ten tips:

1. Be a human. Consider writing your B2B email in the same way you’d approach a personal communication. Show some personality. Write it like it’s a conversation. Be upbeat. A lively writing style from a person and not a brand can be a game-changer. At worst you’ll be remembered for being unique.

2. Have a goal. Too many messages are sent simply because someone is covering their ass. The sender’s only goal is to make sure they don’t get blamed for not sending the email. If that’s you- stop it. Have a reason for sending your email. If you don’t know what it is, don’t send it.

3. Consider the recipient’s goals. Most likely, your B2B email isn’t about branding or a special offer. It’s there to help recipients with a vital function of their job. Put yourself in the recipient’s shoes and create a communication that benefits the recipient by providing valuable information, saving time or saving money.

4. Segment. If you’re trying to reach multiple audiences, you may want to do it with multiple iterations of the email, allowing each to be short, focused and goal-oriented.

5. Not everything needs to be a newsletter. You don’t need to send a newsletter-style email with 5 articles and 50 links just because you’re a business. Try testing different amounts of content- maybe its better to send 1 article at a time, 3 days a week than one monthly newsletter with 12 articles. Mix it up. Try to be different. Stand out.

6. Tell a story. Yes, it’s okay to include real-world stories in your emails. The recipient is a person. People like stories. Give your readers something they’ll like. Story-telling is a great way to engage and earn your reader’s attention.

7. Be consistent with delivery. When recipients see your emails arriving consistently at the same time each day, week or month you’ll get a higher open rate. Why? Because it makes you look like you know what you’re doing. And if you give off that impression people will notice and react.

8. Offer solutions. Business professionals are presented with challenges on a daily basis. If you can help solve them, you become valuable. In your emails, show you your product or service can solve common business problems.

9. Include social content. If you have quality content from your social media channels, highlight your most commented post, most watched video or most re-tweeted Tweet in your email. If your social contacts find it interesting, your email audience probably will too.

10. Encourage feedback. If all else fails, ask the recipients what they want or allow them to select it themselves. Surveys are also a good idea. Ask users how much content they want and when they want it. Just be prepared to implement or act upon the feedback you receive. B2B email marketing isn’t rocket science- if anything the audience is more consistent than B2C recipients. So take the initiative to adjust your B2B approach- you’ll likely see the effort in your improved campaign results.

Reference: Adam Q. Holden-Bache – Mass Transmit