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Customer Service New Rules for a Social Media World

ISBN-10: 078974709X
ISBN-13: 9780789747099
Edition: 2011 (Revised)
Authors: Peter Shankman
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Description: How to use social and viral technologies to supercharge customer service - and avoid disasters along the way The breakthrough guide to leveraging social and viral media - by Peter Shankman, the legendary founder of HARO, one of today's hottest  More...

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Book details

List price: $19.99
Copyright year: 2011
Publisher: Pearson Education
Publication date: 12/16/2010
Binding: Paperback
Pages: 208
Size: 6.25" wide x 9.00" long x 0.50" tall
Weight: 0.638
Language: English

How to use social and viral technologies to supercharge customer service - and avoid disasters along the way The breakthrough guide to leveraging social and viral media - by Peter Shankman, the legendary founder of HARO, one of today's hottest Internet growth companies Actionable insights based on what's really happening right now - not yesterday's news or academic theory How to build customer loyalty, trust, and credibility online - and rebuild it after a customer service catastrophe In this book, legendary online marketer Peter Shankman reveals how to make the most of social and viral media in customer service. Shankman is founder of Help a Reporter Online (HARO), one of the world's fastest-growing online businesses. This book shares everything he learned in founding HARO and other online startups and through his extraordinary 25-year career online. Shankman covers all this, and more: " Getting smarter about social networking every day " Choosing which online media make sense for you - and which you can " Learning from other companies'viral "disasters" " Gaining customer loyalty, trust, and credibility on the web " Rebuilding your credibility after you've taken a public "hit" online " Making sure everyone hears your customers when they compliment you " Capturing all your customer knowledge and using it in real time " Keeping people talking - and not just about you This practical, relentlessly realistic tutorial is designed to engage readers with simple, straight-to-the-point facts and techniques they can understand and immediately apply. As Shankman puts it: "You don't need an army - or a team of 300 social media junkies. Southwest Airlines does it with a few people. Same thing with Comcast. And yes, same thing with HARO." You can, too - and this book will show you how.

Introduction
Putting Together a Social Media Team
Meet Your Team
The Customer Service People
The PR Person
The High-Level Exec
The Marketing Guys
The Guy from Accounting Who Has a Facebook Page
The Flip Side: Meet Your Audience
The One-time Complainer
The Constant Complainer
The Axe-to-Grind
The Happy Customer
The Prima Donna
End result
Examples of When It Doesn't Work (and What Happens)
Hope for the Best, Plan for the Worst
Always Be Aware-It's the Thing You Don't Think of that Can Kill You
Trust Your Instincts
Cooler Heads Prevail
Doing Something Is Better Than Doing Nothing
Your Audience Is Smarter Than You Are
Never Deceive Your Audience
Before the Explosion: Winning Your Customer
Before the Customer Is Even a Customer
Driving Revenue
Find Out Where Your Customers Are
Pay Attention
Devise a Plan to Reach Your Customers
Case Studies
Solemates.com
HARO
Customer Service Is a Way of Life
Self-Promotion Versus Helping
Case Study: Bravo! Italian Restaurant and Bar
Case Study: Risdall Integration Group
Case Study: Law Offices of Daniel R. Rosen, PC
Background
A New Approach
From Invisible to the First Page
Case Study: Grasshopper
Case Study: Peter Kuhn's Food Truck
Case Study: Inclind, Inc.
Case Study: Which Wich Superior Sandwiches
Summary (and a Challenge)
Social Media Damage Control: Stopping Small Problems from Becoming Big Ones
First Things First: Different Types of Complainers
Overarching Rules for Handling any Complaint
Handling Different Kinds of Complainers
The Never-Complained-Before Complainer
The Multi-Complainer Complainer
The I-Can't-Believe-He's-Complaining Complainer
The One-with-Photos-and-Videos-and-Multiple-Camera-Angles Complainer
Dealing with Complaints That Are Personal
The @cnnbreakingnews Complainer
Wrap-up
Making Customer Addicts Online: Best Practices That Work!
A Few Rules of the Road
So, How Do You Do It?
So You Have a Physical Presence
Make Them Feel Welcome
Make Them Feel Appreciated
Make Them Want to Return
Make Them Want to Share
Loyalty Codes
Recap
Keeping the Addiction Going
Ten Rules to Live By
You Want to Hook Your Customers
Poor Quality = Fewer Returning Customers
Yours Better Be Better
Breed Loyal Customers
Offer New Value
Make It Easy for the Customer
Refine, Refine, Refine
Know How Customers Want to Receive Information
Keep an Eye on the Competition
Freebies = Loyalty
Supply and Demand, Baby...
Summary
Monitoring Your Successes and Failures
Google Tools
Google News Alerts
Google News (http://news.google.com)
Google Blogsearch
Twitter
Facebook
Email Marketing
An Example of Email Marketing Done Right
Finding the Time to Monitor Social Media
Putting It All Together: What Did We Learn?
The World of One Screen
Be "That Guy"
Saddling Up
Recovering from Social Media Face-plants
Paying It Forward Pays Off at Crisis Time
Learn It. Know It. Live It.
Head'em Off at the Pass
Creating Customers for Life
Thinking Like a Drug Dealer
The Right Tool for the Job
A Few Final Words
Index

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