WOM in the Customer Contact Center
A Best Practice Guidebook
This guidebook was developed in response to the member demand for a detailed look into examples of integrating WOM principles and social media into the discipline of customer service. It contains 12 case studies from brands including AT&T, NetApp, Quicken Loans, Spiceworks, USAA & Warner Bros.
Written by volunteers of WOMMA’s Research & Measurement Council, the guidebook is a members-only benefit.
In the past week, I’ve seen no less than four posts, graphics and what-have-you discussing the idea of social business overtaking social media. The crux of the argument rests on the evolution of social from a fun and exciting side project to an integrated and critical aspect of the way business is done.
This has happened before. Websites were new then required. Same with faxes, phones, telegraphs, and…um…the Pony Express. Modern brands need is to continue to adjust to consumer behavior and expectations. And what do they expect?
1. Seamless integration between digital embassies
2. Clear privacy policies that protect personal data
3. Openness, interaction and a collaborative attitude
I’d be remiss to not include some of the great graphics I’ve found:
via Michael Brito
via Peter Kim
Read more about Social Businesses at Being Peter Kim, Social Media Club, The Social Business Book, and The Digital Influence Mapping Project
JESS3, a WOMMA member who does some darned cool graphics, sent me a map of the conversation. What struck me about this data is the fairly consistent volume on days 1-3, then a clear drop off during days 3-4. Also, check-ins dropped from 55k on day 1 to 20k on day two and bottomed out days 4-5 at 14k.
Infographic originally housed on SamsungSXSWi.com
Many of you might have seen the discussion online about the problems and benefits of social media experts. In one corner, you have Peter Shankman, founder of Help a Reporter Out (HARO), declaring the uselessness of social media experts. In the other, Rand Fishkin, CEO and founder of SEOmoz, showing love for the experts.
To be perfectly honest, both sides had some good arguments. But oddly enough, I think both were actually arguing for the exact same thing.
“Social media is not “cool.” MAKING MONEY IS COOL. Social media is simply another arrow in the quiver of marketing, and that quiver is designed to GENERATE REVENUE.” – Peter Shankman
“Product, marketing, engineering and customer service departments can all benefit from greater knowledge and understanding of social media, and very little of it is common sense.” – Rand Fishkin
I admit that there are a lot of unqualified “gurus” out there. But there are also a lot of career communications pros who saw the potential for social media early and started studying. Both Peter and Rand find value in someone who understands the entire marketing and business machine.
Nobody wants a one-trick pony. A social media expert should know social media AND be focused on integrating it into a company’s entire communications plan.
Read the full arguments from Peter Shankman and Rand Fishkin.
If you do work in the European Union, you need to examine the new end-user privacy directive. Here are the facts (via Real Business):
And here are some misconceptions (via Eloqua):
Don’t fear these rules. They are designed in a way that only betters data collection practices. It places quality over quantity, something that is becoming very important.
Read more about what these laws are and what they aren’t.
Every community manager should browse through other brand’s Facebook pages on a daily basis. Call it an inspriation break.
I ran across a post from Dave Kerpen of Likeable Media, a WOMMA governing member, that highlights some really solid Facebook communities:
1. The Pampered Chef – They launched their Facebook page at a conference in front of thousands of foodies. 10,000 Likes in 24 hours. Not too shabby.
2. Restaurant.com – They offer great deals that ALSO inspire intereaction by utilizing questions. This makes them show up on newsfeeds more often. In turn, they get more traffic.
3. Boloco – This local Boston restaurant is set up as a Place page, ideal for any brick and morter small business. Customers can check-in, read/write reviews, and use Facebook’s Deals feature.
Read about 5 other branded Facebook pages at Mashable
We’re proud to welcome our newest member:
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Tesco’s wholly owned subsidiary Dunnhumby has acquired Boston based BzzAgent for around $60 million, we’ve confirmed. The companies will not disclosing the terms of the deal.
Read more at Tech Crunch
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Likeable Media is hosting their first conference, #LikeableU, in New York on June 8-9. AND as a friend of WOMMA, you can save 40% with the discount code:WOMMAFriends40
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The Anti-Cruelty Society is one of one hundred charities that has a chance to win $500,000 through Chase Community Giving. In the first round the top charity only had 6,000 votes, so first place is VERY attainable! The direct link to voting is: http://bit.ly/k5amU7
Voting ends tonight at Midnight.
Ever since we had a TOMS Shoes event at Summit 2010, the WOMMA staff has had a bit of a soft spot for the brand. TOMS donates one pair of shoes for each one sold. The donations go to people in areas where shoes are a luxury and often necessary to obtain education and maintain health.
Their one for one mission has inspired millions of devout and creative followers. They’ve shared photos, videos and more to propel the brand. Their latest campaign, Next Chapter, is a great example of how to inspire your followers about a movement.
On their Facebook page, fans are encouraged to think of what the world needs beyond shoes. They can show their idea by making a very simple craft – a small box made of a paper towel role and a cut out of a silhouette filled with an image of a world need.
Key Ideas: This is simple, sharable, and inspiring. Followers become part of the brand by contributing to the mission.
Read more at Dot WOM
Check out their campaign on Facebook and their website
Which companies are the social ones? Best Buy, Comcast, American Express, TOMS, and many more, right? Often these answers are talking about customer service via Twitter or great Facebook campaigns. But social business is (much much much) more than that.
“Social business is the impact of new technologies and behaviors on business outcomes, business models, and the business of management across the entire enterprise.” – John Bell, Global Managing Director, Ogilvy’s 360 Digital Influence
This may not sound like as exciting a killer WOM campaign, but for a business to be truly social, upper management needs to be on board with this mindset. John included the below breakdown, which I think is good enough to print off and tape above your desk.
Read more at 360 Digital Influence
