- [Instructor] How you manage, execute, and handle
your social CRM all boils down to your rules of engagement.
Laying out clearly defined rules
will set the standard for every prospect
and customer interaction your organization has.
The standards you set depend on your organization,
but typically include tone of voice,
so this is set by your organization's marketing team
and it's basically how you interact
with prospects and customers.
You'll also create set responses to specific situations.
So this may be the email auto-response
a customer receives after submitting a trouble ticket,
or this could be your escalation procedure.
Next is personalizing responses.
So this will be your process
for personalizing various situations,
so that the entirety of the customer's issue
was communicated and resolved
while treating this customer on an individual basis.
Next is guidelines for announcing company-wide issues.
So these may be standards for issuing press releases
on social media or notifying your customer base
of outages that will affect them.
Always let customers know how and when to reach you,
so make sure that all your social media bios contain
your support phone numbers and email addresses.
Not all customers wish to file complaints
or get support through a social media account.
Issues of privacy and accessibility
may limit their responses,
so make sure it's clear on your website
and social channels how they can get in touch with you,
including your email and phone numbers,
and an expected response time if applicable.
When we talk about social media support accounts
creating a dedicating support account
helps to centralize your social CRM activity.
Twitter is a social channel where you see
a dedicated account for support very often.
Some examples of this are Zappos Service and Xbox Support.
And Xbox Support boldly claims the Guinness World Record
for response speediness.
Let me show you their Xbox Support Twitter channel.
Here we are in the Xbox Support Twitter channel.
On the left under their bio you can clearly see their hours.
This is when customers can expect a response.
You can also see where you can check your service status,
follow additional news information,
and you can see the website support.xbox.com
where you can get additional information and support.
Customers here know when to expect a response,
how to contact Xbox, and where to check service status'.
And if you see on the right they're also boasting
to be the Most Responsive Brand on Twitter,
so this is really, really great CRM in action.
Always respond to users in a timely manner.
So everything on the internet happens at the speed of light
or more like real time.
So when a customer's looking for an answer
and tweets your support account
they want a response and they want a response quick.
So a quick response on your organization's part
shows your commitment to serving your customer
and resolving their problems.
And it also helps to build a positive image of your brand.
This is going to be a rule of engagement that you write
in your social CRM strategy
and it's a crucial component
to taking care of your customer.
Be proactive in your responses.
This means communicating any issues
that's going to affect your customer base
as soon as possible.
And this is about transparency and timely communication.
If your organization is going to experience an issue,
like an outage, have a process in place
that provides a timely update.
Posting about this issue
will also eliminate excess notifications from customers
and reduce the amount of messages you need to respond to.
And by explaining what the problem is
and expressing your concern and even issuing an apology
consumers won't see the need to alert you.
Providing constant updates also demonstrates
that you're on top of the issue
and that you're striving for a quick resolution.
Have a process in place for constant brand monitoring.
So this is considered a social media monitoring tool
and many social CRM tools will include that functionality.
This could include the monitoring
of sentiment towards your brand.
These also allow you to quantify your brand's popularity
and perception among your customers.
Data you might want to monitor is your brand name,
competitors names, the names of your products and services,
and terms along with positive keywords,
such as can, and negative keywords, such as doesn't.
Let me show you an example.
On keyhole.co I'm able to track by hashtag,
acount, keyword, mention, and URL.
So this enables me to take a quick look
to see what's going on
and who's discussing my brand and specific keywords.
This is a great resource
and a really easily accessible place to track
the conversations occurring about your brand.
One of the most popular ways to humanize interactions
on social channels is by adding the support agent's initials
to a tweet or Facebook post.
This shows that people are talking to a person,
not a robot,
and that's really important in humanizing your conversations
and interactions with your customers.
As long as your responses are genuine
this personal approach really does demonstrate
legitimate concern towards the consumer.
And remember that social media
isn't always the best CRM platform.
You may choose to handle certain concerns and problems
over more secure platforms.
And as customers bring up these types of issues
over social media you can always ask
for an email address or phone number.
This adds an element of safety and privacy to the situation
and helps customers feel more comfortable.
Get feedback whenever possible.
Feedback from consumers is one of the quickest ways
to improve your social CRM.
Using this information as it applies to your brand
will help you quickly address customer questions
and problems and strengthening your rapport with them.
Defining rules of engagement for your social CRM strategy
will help your organization communicate with prospects,
leads, and customers more efficiently and effectively.
It'll help you build rapport
and relationships with your customers,
and create a transparent and engaged community.