Formula One is the pinnacle of motorsport, but when it comes to innovative social media it’s Formula E that takes top step. Will F1 ever catch up?
On social media, community management overlaps with customer service like Pret overlaps with lunch.
Like Pret is your go-to lunch spot, social media is where your customers go to talk to you.
And the way you talk back influences the way they feel about your brand.
And the way they feel about your brand? That is everything.
So, how do you give great social media customer service?
1) Holistic listening:
Not every customer with a problem is going to search for your social media account, and then get in touch directly. They are too busy eating lunch. Complaining is a lot of admin. So a lot of people just vent in a tweet then forget it.
But you are practising the art of holistic listening. You carefully pick up every mention of your brand on every platform where your customers are, so you can put things right even when the customer hasn’t directly asked you to.
Tip: Only engage here if you have a quick, easy solution. The venting customer doesn’t want any extra admin to get their problem sorted.
2) Ask questions:
Social posts are short, and contrary to popular opinion there is a limit to what you can express in three emojis.
That’s why complaint tweets can be as hard to unpack as a haiku.
Forget trying to work it all out. Reply with a question:
The great thing about replying with a question is that it makes people feel listened to.
Someone great at customer service once said:
When we complain, we don’t just want things put right. We want to feel listened to.
3) Make it personal:
Most people have their first name in their profile. Simply click on their account to find it, then you can address them as 'Caroline' rather than 'cheezmonster365'.
Similarly, you want to sign off customer service responses with your first name, so you and the customer know who’s talking:
4) Be SASy:
Nobody wants a lengthy excuse about what went wrong.
Just apologise, explain the next action you or the customer must take, then sign off.
Sorry > Action > Sign off
5) The formality dial:
It’s social media. It’s informal. So your response needs to be human and in plain English. Deliver it in your brand’s tone of voice - it can even be funny.
The more serious the message, though, the more formal your response becomes.
6) Don’t be a copy-paste cowboy:
Some complaints drop in regularly (like you drop into Pret). Don’t just copy and paste the same old response every time. Put a twist on things, for your own sanity as well as the public’s.
Copy. Paste. You’re dealt with!
7) Track and check back:
Track each complaint or query, make sure it’s followed through, and check back to see that everything has been resolved. Simple.
Now, go out there and give great customer service.
And get yourself a sandwich, you deserve it.
Sonja Todd is a Copywriter and Community Manager at Cubaka.
Sonja is a digital and marketing freelancer who regularly steps in on copy and community management. She combines creative and technical skills to deliver results.
Simon Rutherford, our managing director and Matthew Searle, one of our community managers, were both interviewed by Laura Stanley for CorpComms Magazine on the importance of the community manager role.
Interviewed alongside other industry experts, Rutherford and Searle explore the changing dynamics of the community manager and discuss how the role has developed to meet the needs of today’s customer. The article analyzes how moderation can now be seen as playing second fiddle to other elements, now that creative writing and use of language have come into play. With Searle explaining how language guidelines enable a brand to have a clear and consistent tone of voice when a customer communicates with any given community manager.
The article goes on to dissect how community managers who may be restricted to 140 characters don’t always appear to be creatively restricted, with many CM’s now leading creative thinking. However, the article also discusses how this open creative approach can be met with reluctancy from clients, who sometimes require a lengthy approval processes. Rutherford examines how this can limit a brand's opportunity to engage with popular culture as he reports on a successful case study for Lidl that wouldn’t have been possible with such red tape.
You can read the full article here.
Rosie Howe is a Junior Creative at Cubaka.
Rosie works across all our brands, helping create social content from the ground up, specialising in conceptualising, illustration and wearing pink boots. Before Cubaka, Rosie conceptualised a national campaign for Cadbury and was interviewed by Grayson Perry for the Guardian.
We’re honoured to announce that Cubaka have been nominated in three categories at The Drum’s Social Buzz Awards 2016!
Adam and Katie from The Drum provided us with plenty of entertainment as they released the nominations for the best social media campaigns from the past 12 months, during a Facebook live stream. We received nominations for best use of social media advertising for our work for Savills, best low budget campaign for Dyno and best charity/ not for profit social media campaign for Tracks4Change.
Watch the full nominations here.
We've been nominated for a BIMA Award for our work with Dyno.
We are delighted to announce that Cubaka has won two 2016 Digi Awards for The Most Innovative use of Twitter for our work with Dyno, and for Delivering Outstanding customer service through social media for our work with Toyota GB.
Georgie Cutten, Assistant Marketing Manager at Dyno said;
'After intensive analysis of the Twittersphere, Cubaka shared their results and recommendations on how best to connect with customers and prospects in their time of need….with a simple yet engaging idea of Vines to answer the most common questions – how to unblock a sink, shower and toilet. At Dyno we now use the vines to connect with and help nearly one hundred people each month which is fantastic. '
In an article celebrating our win, Helen Dunne, editor of CorpComms Magazine explores how our work for Dyno has impacted upon their reputation and established their ‘social media platform as a new sales platform’. Dunne breaks down the methodology behind the campaign, showcasing Dyno’s progression that lead them to an 86 per cent increase of mentions, 20 per cent increase in share of voice and saved 8,000 people in their time of need with our six second saviour videos.
The article concludes with a summary from the judges acknowledging the success of our work for Dyno, adding that Cubaka ‘have clearly done their research and found their audience, creating innovative shareable content that can be re-used.’
Read the full article here.
Originally published in Wallblog on March 10, 2016
TechCrunch recently published a potentially damaging leak around Facebook’s rumoured plan to introduce ads to Messenger, the platform’s instant messaging text and voice service that lets users chat with friends on both mobile and the main site.
The leak detailed how, as early as Q2 this year, brands would be able to message customers who had previously contacted the brand through the app with ads.
No doubt this is was Facebook’s cautious first step towards monetising the platform.
And no doubt this service would be initially available to only a select handful of large brand players in order to test ROI.
But as cautious as the intentions may have been, it’s a move that’s likely to damage trust and leave a bad taste in consumers’ mouths. At a time when ad blockers are on the rise, it’s easy to see how the revelation could throw a spanner in Zuckerburgs’ plans for Messenger.
According to Global Web Index, after Facebook itself, Facebook Messenger is the platform with the highest percentage active users across the board in most demographics. This makes it a potential marketer’s dream.
But the ambition for Messenger doesn’t stop there. Far from it. In fact it’s fair to say that Zuckerburg, having hired PayPal star David Marcus, has some seriously grand plans for Messenger.
The vision is to make Messenger the ubiquitous channel through which customers communicate with brands throughout the web. It’s not an exaggeration to say that the ambition for messenger is to replace the 1-800 number.
Until now, users have enjoyed ad free access to Messenger, using it largely for it’s closed group functionality, to communicate privately with friends and family, either individually or as groups.
It’s not the first time Facebook will have had to deal with concerns about monetizing their portfolio of social spaces with advertising. When Facebook bought WhatsApp in 2014, Zuckerberg promised users: “I don’t personally think ads are the right way to monetize messaging.”
And despite claims that no unsolicited ads will be distributed through messenger and only customers who have already messaged brands will be eligible for targeted ads, it seems too much too soon if Zuck wants to retain trust and respect.
So I can’t help but think that it’s not only the leak that’s premature, but the overall plan for advertising as well. The app is only just getting started on its grand quest, so introducing ads to the platform as early as this year is far too soon.
For most people, communicating with brands through Messenger is far from the norm. The last thing Facebook wants to do is bombard people with ads through Messenger before the behaviour of brand contact through social becomes normalised.
For Facebook’s grand plans for Messenger to become reality, customers need to see Messenger as something that makes their lives easier. Or better than that, the social behemoth needs to develop the app until people see Messenger as an essential way to interact with brands. Only then can Facebook begin to phase in advertising very, very cautiously and very, very cleverly.
Read more here.