Integrated Marketing Communication

Facebook  Customer  Support:    Swiss  Interna6onal  Air  lines

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

• Be on Facebook because the conversation is going on there!

• It’s about conversation not communication

• Enable the conversation and listen!

• Engage and personalize your answers.

• Be authentic and true.

• Allow comments and relinquish control!

• Share stuff! Share other information than your products or services.

• Use a variety of medias - images, video, text.

• Be social connect your , channel and links to your business website

Social Media Rules Things to remember on Facebook

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

Social Media Rules Things NOT to forget on Facebook

• Don’t spam!

• Don’t broadcast, use it as conversational tool.

• And don’t stalk people!

• It’s not a CRM tool it’s a social media platform.

• You don’t have the full customer contact information when you give feedback.

• And it’s not integrated to your other systems -

• However you can find dedicated customer care tools integrating social media like:

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

• Set-up a multi-functional team across departments.

• Train you staff, issue guidelines and have a COMA.

• Try to solve the problem without redirecting if possible.

• However, if the conversation with a customer is engaged try to move it off the Facebook wall.

• Negative feedback is an opportunity to confound expectations and over deliver.

• Ask questions - observe the answer and respond.

• Rapidity of response is key - but well thought answers are a must.

• Define your ROI formula and have metrics to justify your presence

Social Media Rules Costumer Care Specific Rules

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

• Know the 4 types of interactions: Complaints, Questions, Positive Feedback, Crowdsourcing.

• Use standard Customer Care strategies - Apologize, Acknowledge, Atone, Affirm.

• Create helpful reputation.

• Consider and leverage employees’ personal passions about the company’s products or services.

• Set up email alerts to be notified when something is posted!

• Never delete post with negative comments! Respond, and show that you are truly interested in finding a solution.

• Ignore the trolls! Have a customer-centric reason approach for responding to comments online.

Social Media Rules More Costumer Care Specific Rules

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

• Companies should use “Facebook Pages” as opposed to Profiles or Groups.

• They are more professional and offers more possibilities like:

Discussion Boards, Events, Info, Notes, Photos, Videos, Reviews

• The new Pages are Timelines and allow to engage in a whole new way for companies

Image centric and storytelling

• Facebook Pages have an Administration Panel which offers interesting metrics called Insights.

• Customers can now send private email to Pages.

Facebook Pages What companies should know

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

The Swiss Facebook Page www.facebook.com/flyswiss

• Swiss is Switzerland’s airline and is a synonym for traditional Swiss values and highest possible quality.

• Swiss is quite active in social media with a Facebook Page, a Twitter account, a Flicker page, a company blog, a YouTube channel and a corporate website.

• Swiss’s Facebook Page has 120,207

• It really started in 2010 after Iceland’s volcano eruption.

• They use a “Facebook Page” for their company presence on Facebook.

• The Page is linked to the Twitter account, the YouTube channel and has a Photo gallery.

• They offer the possibility to look for flights, take part in sweepstakes, link to their frequent flyer program and use Events for recruitment.

• They clearly focus on Customer Service but with product and service centric posts

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

• Answers are in 5 languages during the day and 2 languages (German, English) during night.

• Sometimes the agent sign with the names.

• Usually respond very fast within the hour.

• They answer most of the complaints.

• Lack of authenticity in some cases - See next slide.

• Queries are treated directly by Customer Care Agents.

• Their agents took a training and use a manual & guidelines, more info...

• They have a team in Cape Town an one in Basel in charge of Facebook.

The Swiss Facebook Page Key facts and observations

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

The Swiss Facebook Page Some examples

Standardized Answer

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

The Swiss Facebook Page Some examples

NO Answer, although there

are some criticism about co2 emissions!

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

KLM Facebook Page A comparison

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

SENSE OF HUMORalthough this is not

representative of all the conversations going on on KLM’s FP it shows a

more human and natural side.

Monday, July 9, 12

KLM Facebook Page Another example with more engagement

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12

Resources Links to Articles

• http://mashable.com/2011/10/28/social-customer-service-brands/

• http://socialmediaweek.org/blog/2011/05/04/facebook-for-customer-service/

• http://www.mymagneticblog.com/using-facebook-for-branding-and-customer-service/

• http://www.billingworld.com/news/2010/06/att-turns-to-twitter-facebook-for-customer-care.aspx

• http://newsblogs.chicagotribune.com/the-problem-solver/2010/04/social-media-as-a-consumercomplaint-avenue.html

• http://smallbusiness.chron.com/use-facebook-customer-care-45228.html

• http://www.ecommerce-guide.com/solutions/advertising/article.php/3939666/7-Tips-to-Manage-Customer-Service-on-Facebook.htm

• http://simonemccallum.com/2012/02/23/does-customer-service-belong-on-facebook/

• http://www.slideshare.net/TaiTran/how-to-use-facebook-as-a-social-customer-relationship-management-tool-for-free-presentation

© 2012 Group B: Joana | Lola | Miranda | Markus | Sean | Marc IE Business School - MDMK

Monday, July 9, 12