Likeable social media how to delight your customer dave kerpen

[...]... time in our history, now, through social media, companies can listen at scale to conversations about them and their competitors You have a front seat to spontaneous chatter of interest to your business You have the ability to check in on prospective customers or prospects discussing problems your company solves or listen to existing customers talk about unrelated issues just to get to know them better... control, or both At worst, you’re causing your customers and prospects to turn to your competitors, those who are listening and will respond to customer needs You’re also allowing your brand reputation to be significantly hurt because by the time you get around to learning what people are saying, it’s too late to respond efficiently and make necessary changes to keep your company growing Even if you’re in... benefits to listening A better understanding of how your customers use your products (or don’t use them) can help you make critical changes to your offerings and to how you communicate about them You can also uncover new opportunities you hadn’t thought of or determine features you thought would be big hits that have ended up not mattering to customers, or being failures Knowing what’s important to your customers... Parature.com Listen to and route customer comments to appropriate departments Radian6 Radian6.com Listen, measure, and engage with your customers across the entire social Web Sysomos Sysomos.com Instant and unlimited access to all social media conversations Vocus Vocus.com On-demand software for public relations management Such products allow you to tap into large volumes of conversations across the social Web... influenced since So, one tweet led to one like on Facebook and, in fact, thousands of dollars worth of business It used to be said that happy customers tell three people about their good experiences and unhappy customers tell ten about their bad ones But as my experiences with the Aria and Rio hotels demonstrate, today thanks to social media, happy customers and unhappy customers can tell thousands of people... your vendors, partners, or even your competitors’ customers has never been easier The amount of data you can gather and the number of conversations you can tap into through social media is nothing short of mind-boggling As tempting as it may be to “join the conversation” on social networks, Facebook and Twitter simply aren’t broadcast media They’re engagement media, or listening networks Besides, how. .. your computer, go to Google.com, and enter “back doctor” and your town’s name You see a list of 10 chiropractors who have paid Google to be listed there and dozens of others who come up in organic search results But do you really want to trust your throbbing back to a complete stranger in an emergency? Then you think of another idea, and you head to Facebook and again search “back doctor.” At the top... got? How do you get people talking about you without being so disruptive, and, well, unlikeable? The good news is, people are already talking about brands like yours more than ever before, and thanks to social media, word can spread faster than ever before—so all you have to do is listen, respond, and harness that word to allow consumers to drive the action THE SOCIAL MEDIA AND LIKE REVOLUTIONS The social. .. tools to instantly turn on the social media revenue engine and watch the money pour in I can’t, of course I’ll demonstrate the return on investment of likeable social media in lots of case studies, but no matter what, social media is not an instant win We’re talking about building relationships with people, and that invariably takes time 3 Social media is not free It will take time and/or money to. .. words that your customers would use For instance, if you’re a real estate broker, sure, you can search social networks for the name of your agency But wouldn’t it be more helpful to search for the phrase “want to buy a house” in conversations on social networks in your town so you can find real people in real time sharing their needs with others? If you’re an attorney, you can search for your firm’s . 12 Share Stories (They’re Your Social Currency!) CHAPTER 13 Inspire Your Customers to Share Stories CHAPTER 14 Integrate Social Media into the Entire Customer Experience CHAPTER 15 Use Social Network. and CEO of social media and word-ofmouth marketing firm Likeable Media, I’ve had the privilege of being an early adopter of social media technology and an eyewitness to the social media and like. company solves or listen to existing customers talk about unrelated issues just to get to know them better. Checking in on your vendors, partners, or even your competitors’ customers has never been