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Use Social and Viral Technologies to Supercharge your Customer Service!Using social media, you can deliver amazing customer service-and generate an army of fans who'll promote you in good times, and rescue you from disaster. Now, legendary online marketing expert Peter Shankman shows you exactly how to do all that-without spending a fortune! Shankman draws on his immense experience as founder of the online growth company HARO and marketing consultant to multiple Fortune500 clients. He presents straight-to-the-point solutions for building customer loyalty, trust, and credibility online-and rebuilding it when catastrophe strikes. Companies around the world are driving enormous value from online customer service at remarkably low cost. You can, too. Peter Shankman will show you how-step-by-step, right now!You'll learn how to:* Organize a small, powerful social media team on a tight budget* Listen to what your customers, advisors, and markets are really saying* Make prospects feel like rock stars from the moment they find you* Choose online media that make the most sense for you* Avoid wasting time with platforms that won't help you* Earn your customer's loyalty, trust, and credibility * Learn from other companies' viral "disasters"* Rebuild your credibility after you've taken a public "hit" online * Make sure everyone hears your customers when they compliment you * Capture all your customer knowledge-and use it in real time * Keep people talking-and not just about you
Contents
Introduction 11 Putting Together a Social Media Team 11Meet Your Team 12The Customer Service People 13The PR Person 13The High-Level Exec 14The Marketing Guys 15The Guy from Accounting Who Has a Facebook Page 15The Flip Side: Meet Your Audience 16The One-time Complainer 16The Constant Complainer 16The Axe-to-Grind 17The Happy Customer 17The Prima Donna 17End result 172 Examples of When It Doesn't Work (and What Happens) 19Hope for the Best, Plan for the Worst 24Always Be Aware-It's the Thing You Don't Think ofthat Can Kill You 25Trust Your Instincts 27Cooler Heads Prevail 28Doing Something Is Better Than Doing Nothing 31Your Audience Is Smarter Than You Are 33Never Deceive Your Audience 343 Before the Explosion: Winning Your Customer 37Before the Customer Is Even a Customer 38Driving Revenue 39Find Out Where Your Customers Are 39Pay Attention 41Devise a Plan to Reach Your Customers 44Case Studies 49Solematescom 49HARO 504 Customer Service Is a Way of Life 53Self-Promotion Versus Helping 59Case Study: Bravo! Italian Restaurant and Bar 61Case Study: Risdall Integration Group 61Case Study: Law Offices of Daniel R Rosen, PC 62Background 62A New Approach 63From Invisible to the First Page 63Case Study: Grasshopper 63Case Study: Peter Kuhn's Food Truck 65Case Study: Inclind, Inc 66Case Study: Which Wich Superior Sandwiches 67Summary (and a Challenge) 695 Social Media Damage Control: Stopping Small Problems from Becoming Big Ones 71First Things First: Different Types of Complainers 73Overarching Rules for Handling any Complaint 75Handling Different Kinds of Complainers 76The Never-Complained-Before Complainer 77The Multi-Complainer Complainer 79The I-Can't-Believe-He's-Complaining Complainer 80The One-with-Photos-and-Videos-and-Multiple-Camera-Angles Complainer 84Dealing with Complaints That Are Personal 86The @cnnbreakingnews Complainer 90Wrap-up 916 Making Customer Addicts Online: Best Practices That Work! 93A Few Rules of the Road 95So, How Do You Do It? 96So You Have a Physical Presence 97Make Them Feel Welcome 100Make Them Feel Appreciated 103Make Them Want to Return 105Make Them Want to Share 107Loyalty Codes 108Recap 1127 Keeping the Addiction Going 113Ten Rules to Live By 115You Want to Hook Your Customers 116Poor Quality = Fewer Returning Customers 117Yours Better Be Better 119Breed Loyal Customers 120Offer New Value 122Make It Easy for the Customer 124Refine, Refine, Refine 124Know How Customers Want to Receive Information 126Keep an Eye on the Competition 128Freebies = Loyalty 131Supply and Demand, Baby 132Summary 1338 Monitoring Your Successes and Failures 135Google Tools 137Google News Alerts 138Google News (http://newsgooglecom) 141Google Blogsearch 141Twitter 141Facebook 145Email Marketing 148An Example of Email Marketing Done Right 151Finding the Time to Monitor Social Media 1529 Putting It All Together: What Did We Learn? 157The World of One Screen 160Be "That Guy" 163Saddling Up 164Recovering from Social Media Face-plants 166Paying It Forward Pays Off at Crisis Time 167Learn It Know It Live It 169Head 'em Off at the Pass 171Creating Customers for Life 172Thinking Like a Drug Dealer 174The Right Tool for the Job 175A Few Final Words 175Index 179
