HOW TO: Use Social Media to Create Better Customer Experiences

Maria Ogneva is the director of social media at Nimble, a social relationship management solution that transforms your entire community into business opportunity by leveraging the best of customer relationship management, social media and communication tools. You can follow her on Twitter at @themaria or @nimble, or find her musings on the company blog and her personal blog.

It’s no secret that customer experience is one of the cornerstones of an effective business strategy. In all honesty, it should have been all along, but many companies chose to hide behind corporate walls and only talk to customers when it was convenient for them instead of when the customer needed them. There’s no need to belabor the point that social media has put customers in the driver’s seat. However, companies don’t need to live in fear of the next Kevin Smith or Nestle Fanpage episode. They just need to fix their customer experience to ensure that products and services actually do what they’re supposed to do and the company’s support and service are actually helpful.


Maria Ogneva
http://mashable.com/2011/01/02/social-media-customer-experience/

Maria Ogneva is the director of social media at Nimble, a social relationship management solution that transforms your entire community into business opportunity by leveraging the best of customer relationship management, social media and communication tools. You can follow her on Twitter at @themaria or @nimble, or find her musings on the company blog and her personal blog.

It’s no secret that customer experience is one of the cornerstones of an effective business strategy. In all honesty, it should have been all along, but many companies chose to hide behind corporate walls and only talk to customers when it was convenient for them instead of when the customer needed them. There’s no need to belabor the point that social media has put customers in the driver’s seat. However, companies don’t need to live in fear of the next Kevin Smith or Nestle Fanpage episode. They just need to fix their customer experience to ensure that products and services actually do what they’re supposed to do and the company’s support and service are actually helpful. Leer más “HOW TO: Use Social Media to Create Better Customer Experiences”

Business Intelligence Tools for Marketing Your Services

Ever wonder how those savvy though somewhat annoying know-it-all’s can always quote the latest statistics or tell you exactly which color converts a sale and why your email newsletter template simply won’t do?

Well I won’t tell you to join the ranks of the snobby-but-accurate, but I will share with you some business intelligence tools to get the inside scoop on what works when marketing your services, not to mention a great method for reverse engineering the competition and showing your client how what you do will help them dominate their industry.
Websites for Spying on the Competition

Whether you’re researching what leaders in your (or your client’s) industry are doing to win market share or you’re interested in felling the guards at their gates to gain insider knowledge on their marketing strategy, these business intelligence solutions will help you spy on the competition and gain priceless knowledge on how to do them one better, or at least get a solid foothold in the game.
SpyFu

I love this site for digging into a website’s pay-per-click strategy. Imagine what it would be worth to your client (regardless of the services you’re offering) to know how much money his top competitor spends each day on paid search traffic, or the other top competitors in the space he may not have been aware of that spyfu ingeniously reveals. Find out what top PPC advertisers are bidding on – because those keywords are obviously making them money if they’ve been bidding on them for four months or longer (and top bidders are usually paying close attention and analyzing their campaigns – they don’t just let them run and hope it’s working).

What if you offer graphics design? How would this be useful to you? Well if I were you, I’d use this site to study my prospect’s competition, then see what their PPC landing pages look like, what types of graphics they use, where they’re placed, how they fit in to the overall strategy. If they’re good, you can get some great ideas to present to your prospect. If they’re bad you can now tell your prospect that their formidable opponent has a clear kink in their armor and like Achilles’ heel, you’ll help your prospect laser-focus their own graphics strategy to strike right at the heel and take over.


Ever wonder how those savvy though somewhat annoying know-it-all’s can always quote the latest statistics or tell you exactly which color converts a sale and why your email newsletter template simply won’t do?

Well I won’t tell you to join the ranks of the snobby-but-accurate, but I will share with you some business intelligence tools to get the inside scoop on what works when marketing your services, not to mention a great method for reverse engineering the competition and showing your client how what you do will help them dominate their industry.

Websites for Spying on the Competition

Whether you’re researching what leaders in your (or your client’s) industry are doing to win market share or you’re interested in felling the guards at their gates to gain insider knowledge on their marketing strategy, these business intelligence solutions will help you spy on the competition and gain priceless knowledge on how to do them one better, or at least get a solid foothold in the game.

SpyFu

I love this site for digging into a website’s pay-per-click strategy. Imagine what it would be worth to your client (regardless of the services you’re offering) to know how much money his top competitor spends each day on paid search traffic, or the other top competitors in the space he may not have been aware of that spyfu ingeniously reveals. Find out what top PPC advertisers are bidding on – because those keywords are obviously making them money if they’ve been bidding on them for four months or longer (and top bidders are usually paying close attention and analyzing their campaigns – they don’t just let them run and hope it’s working).

What if you offer graphics design? How would this be useful to you? Well if I were you, I’d use this site to study my prospect’s competition, then see what their PPC landing pages look like, what types of graphics they use, where they’re placed, how they fit in to the overall strategy. If they’re good, you can get some great ideas to present to your prospect. If they’re bad you can now tell your prospect that their formidable opponent has a clear kink in their armor and like Achilles’ heel, you’ll help your prospect laser-focus their own graphics strategy to strike right at the heel and take over. Leer más “Business Intelligence Tools for Marketing Your Services”

Why Tech Nerds Love Flying Virgin America

Last month, Virgin America teamed up with the online influence measurement company Klout to promote their new routes between San Francisco, Los Angeles, and Toronto. The campaign offered free tickets to select influencers–with no strings attached. I spoke with Virgin America’s social media manager Jill Fletcher about managing an airborne viral campaign, how Virgin became the airline of choice for the nerd set, and the customer service challenges presented when everyone on board is connected.

How did the idea of giving influencers free flights for the new Virgin America Toronto leg come about?

We have a network of influencers who are very supportive of our brand. We have a close relationship with Jeff Pulver and Guy Kawasaki and Xeni Jardin who fly constantly and are always tweeting about us.

We saw the influencer program as a way to extend that network. We thought of it as an experiment to see what kind of reach we could get working with people outside of our existing relationships.

In addition to the flights being free, there was no demand for coverage, right?

Exactly. It was a new route and our first international destination so we wanted to spur trial and give people an opportunity to take a flight on Virgin America.


BY Mark Borden

This interview is part of our ongoing series related to The Influence Project.

Last month, Virgin America teamed up with the online influence measurement company Klout to promote their new routes between San Francisco, Los Angeles, and Toronto. The campaign offered free tickets to select influencers–with no strings attached. I spoke with Virgin America’s social media manager Jill Fletcher about managing an airborne viral campaign, how Virgin became the airline of choice for the nerd set, and the customer service challenges presented when everyone on board is connected.

How did the idea of giving influencers free flights for the new Virgin America Toronto leg come about?

We have a network of influencers who are very supportive of our brand. We have a close relationship with Jeff Pulver and Guy Kawasaki and Xeni Jardin who fly constantly and are always tweeting about us.

We saw the influencer program as a way to extend that network. We thought of it as an experiment to see what kind of reach we could get working with people outside of our existing relationships.

In addition to the flights being free, there was no demand for coverage, right?

Exactly. It was a new route and our first international destination so we wanted to spur trial and give people an opportunity to take a flight on Virgin America.

Leer más “Why Tech Nerds Love Flying Virgin America”