We recently hosted a fascinating webinar on Monitoring for Social Customer Service. Joining us on the panel was Ronan Gillen, who heads up Complaints, Community and Social Customer Service for eBay in Europe.
Ronan shared some fascinating insights into why eBay feel social customer service is so important and some of the challenges they have faced.
eBay has been offering social customer service in Europe since mid-2011. The company had been using social networks as a marketing platform for some time before then, but came to realise that staff from Marketing were not always the right people to respond to a lot of the queries they were receiving. Often they would require specific knowledge about company policies and processes, or they would need client data that they didn't have access to. The result was that many conversations were being missed.
Now that Facebook is morphing into a pay to play system, more impactful changes is expected to hit hard page admins. The latest change in edge rank seems to value negative feedback on Face book posts something which weighs heavily on social engagement. What this means is that irrelevant fan page posts can adversely destroy the reach of a business.
As Facebook combats spammy pages, a huge expectation is placed on business and entities to provide quality content for pages. If you have surveyed the posts of successful pages, then chances are high you will discover some things that are reported as drawing negative feedback.
1) Images attract negative feedback
As much as images encourage social media engagement, they also draw in negative feedback easily. Images draw the attention of followers quickly than any other content. This explains why they attract negative feedback almost instantaneously. Though edge rank encourages people to post images regularly, this does not have to be the case always. Cheap viral photos attract cheap engagement. The best way to go about it is to post images periodically and use relevant images in to add value to your posts.
There's a reason why David Verklin, former CEO of Carat North America and Co-Founder & CEO of Canoe Ventures and Operating Partner of Calera Capital, has a loud, rocky voice – he has to be heard. The 35 year advertising veteran was given 15 minutes to open sfBIG's first ginormous event, "2013: What's In Store for Digital Marketing" and – one hour later – predicted the entire future of the digital marketing and services sector. If you're not heading up an agency, Verklin shook, get together with your peers around the table at this event and start one.
Verklin's lively debate – ahem, panel - also featured Cotton Delo, San Francisco Bureau Chief at Advertising Age and Tim Peterson, Staff Writer at AdWeek. So what's to come this year for brands, marketers and agencies? Turn down the volume as we share three big changes, according to Verklin and insight from the media stars.
ONE – TV is now an experience, no longer a device. Pay attention to VIDEO (Warning: The word VIDEO may be repeated several times throughout this blog post). Its "tiny more interesting than commerce, social and search," Verklin coughed. Think about it. Ask an 11 year old what they're doing on the iPad in your house – and they'll tell you that they're watching TV. Ha!
LinkedIn has grown in leap and bounds to become a respectable network of professionals across various sectors. With a base of135 million members, LinkedIn continues to grow and change how independent professionals, employees, and employers connect. LinkedIn has the power to grow modern businesses in ways that you could never have imagined. If you are thinking of building and growing your network of partners and associates, then here are 45 things that can increase your presence and business reach.
1) Use LinkedIn Groups to Generate New Leads
Do you know that LinkedIn groups have the potential to bring up to 100 targeted leads daily? Indeed, LinkedIn group has the opportunity to create amazing leads within your group. To do this, you should make sure that the group you create satisfies the need of the customers that you are targeting. This way, new members who join your group will qualify as leads. You can get some inspiration from established groups such as Inbound Marketers, and On Start Ups.
2) Build your personal and online industry network
Start building your industry network by finding professionals associations and networks that share common goals and objectives. When building personal networks, you should check out an individual's profile to see who they have worked for or partnered with in the past, their groups, and even education background. You can use groups to track local industry events and who know? You could get prospective clients attending the events.
Gamification is no longer a tool solely for video game makers. Organizations everywhere are revolutionizing the way they do business. Top organizations are motivating, encouraging, engaging, even recruiting, not only their employees but their customers as well. These organizations use gamification – a powerful, and enjoyable, instrument – to solve difficult real world issues and achieve remarkable results.
Kevin Werbach of The Wharton School of Business and author of For the Win – How Game Thinking Can Revolutionize Your Business defines "gamification" as "the use of game elements and game design technics in a non-game context."
What that means is that we, as humans, inherently want to have fun, in whatever we do, and are drawn to activities we fundamentally enjoy. Gamification is gaining traction in the private and public sectors and it is projected that by 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes.
The world's largest corporations and governments are jumping on the gamification bandwagon – and why not? Gamification is quietly gaining huge popularity in the effective way it improves motivation, improves loyalty and is a perfect platform for crowdsourcing.
Games are attractive because they spurn our intrinsic motivation. Our intrinsic motivation is a motivation of experiencing and demonstrating desirable human traits such as competence, autonomy and relatedness. Games draw that out in our behavior. We like to compete against ourselves, and others, and appreciate the recognition and sense of self satisfaction that comes along with gaming. Why not marry that feeling with the duties of work? Many have.
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