recently published Edelman Digital the "Five Digital Trends to watch for 2009" .
SATISFACTION GUARANTEED is a trend and is about the confluence of customer care and customer retention activities with the tasks of a traditional PR and continuous monitoring of customer opinions on the social web.
customer service and PR must join forces and cooperate more intensively in order to act accordingly. Consumers use social media as an additional or often the sole means to provide information on companies, products and brands get.
In the past, but it was generally the case that customer service and PR exist separately from each other - although both have similar functions. Customer relations activities were conducted mainly by email, phone or online forms. The whole thing was almost a private and intimate Matter. The customer phoned or mailed and when it went well, the problem was by the company or the responsible people solved.
The PR department, however, was designed to build relationships with consumers through the media, and increasingly by Promotionaktivitäen.
Because of the social media movement and the powerful position of "Google" the PR and customer relationship management are now dependent to get closer. Meanwhile, a generation has grown up which scarcely choose a 0800 hotline number to reach customer service call center. Today, many consumers know that it is a social media platforms by much larger voice, and thus can have their voices heard to their problems.
Wolfgang Lünenbürger, Head of Social Media / Europe designated as the "The Baby Monitor Principle" . He postulated that a baby monitor the way in which children changed behavior. The children seem to know, therefore, that if they cry, parents come and respond. It looks like with today's consumers. They expect a response from the company or at least the possibility of the information "online" immediately made available to get. The motto here is: "If I want to know something, I want to know now and not at some point, if the information not directly. can be supplied by the company, then I go somewhere else, and getting them there, "
There are some examples of companies by the " got Baby Monitor principle or by missing responses to consumer questions large image problems. This reflected immediately and, unfortunately, in the long term in the results of search queries against.
This fact business presents a great challenge. Participating as a company on Social Media Web and associated Customer Care requires activities of transparency and, all fast responses. Here is a close cooperation of sectors such as PR, customer service, Advertising demand. For smaller companies dealing in the Web 2.0 is often easier to realize. As shown by this example is therefore very secure:
The blogger Rex Hammock was looking for a business that a special iPhone case out. He succeeded, however, no such to locate near it. For this reason, he tweeted about it and asked for help. Within minutes he received a Tweet to the manufacturer's "Griffin Technologies with the information where he could get the iPhone Sikin site. Here still a discount code if he still would have "online" order.
Large companies such as Dell and Comcast fell in the past, increasingly in the crossfire of social media community. For this reason they have such so-called "digital ebassies" - built virtual / digital messages on Twitter. According to the company - it has earned them positive PR, rising sales and a good reputation.
The next step is still far-reaching step with their customers to come into contact are special idea platforms. There, the participants will develop proposals for business and communicate these.
An interesting example is SuggestionBox.com . This is an independent platform / web site on which the various Company has its own SuggestionBox can set up to communicate with their customers.
Starbucks has done with My Starbucks Idea even a website with community features. Tried the same with the project Dell IdeaStorm.
How can we as a company now to deal with this challenge:
first The entire Social Activities, keep in mind
betrachent companies usually only the numerical impact of online advertising campaigns or kalssischen online PR in the traditional media. This must, however, a deeper Verstädnis for Users Online be developed. Important to know, such as for information on the Internet is searched. In most cases, problems will be searched and scoured the Internet for information. Therefore essential to take the right key words to identify and understand how Google rankings future reviews from bloggers, customers, journalists artificial influence.
second Building relationships with digital messages (digital embassies) and ambassadors (ambassadors)
companies have to go there in the online world where people tend to build relationships and share information and communicate. It should give the right platforms are selected and Web 2.0 affinity employees are looked after. It is to find out what deal Bedrüfnisse and problems to consumers.
third Be prepared quickly intervene and respond
Many firms are already aware that they must have in the Internet age to crisis communication plans, when such in the "social media" and sign it in other episodes in the mass media. Some crises are consumer-orient other thematically. This requires monitoring the most important social media platforms constantly and passed the information on problems with the right people / departments.
Source: Edelman Digital - " Five Digital Trends to Watch for 2009 "
The other four "Digital Trends for 2009" which I will reflect in future posts:
REFORESTRATION MEDIA (media afforestation)
The media are in a state of new and re-invention.
LESS IS THE NEW MORE (Less is the new More)
information overload takes its toll. Uncontrolled media consumption is OUT. Selective selection and friends as a filter are IN.
CORPORATE ALL-STARS
Many employees use social media to their personal brand (eg as an expert on a particular topic) to build. This can range from companies for effective marketing and customer contact are used.
THE POWER OF PULL (The power of attraction)
was used to push the Markeing prevail today, it is important to produce digital content that is wanted by the people active.
SATISFACTION GUARANTEED is a trend and is about the confluence of customer care and customer retention activities with the tasks of a traditional PR and continuous monitoring of customer opinions on the social web.
customer service and PR must join forces and cooperate more intensively in order to act accordingly. Consumers use social media as an additional or often the sole means to provide information on companies, products and brands get.
In the past, but it was generally the case that customer service and PR exist separately from each other - although both have similar functions. Customer relations activities were conducted mainly by email, phone or online forms. The whole thing was almost a private and intimate Matter. The customer phoned or mailed and when it went well, the problem was by the company or the responsible people solved.
The PR department, however, was designed to build relationships with consumers through the media, and increasingly by Promotionaktivitäen.
Because of the social media movement and the powerful position of "Google" the PR and customer relationship management are now dependent to get closer. Meanwhile, a generation has grown up which scarcely choose a 0800 hotline number to reach customer service call center. Today, many consumers know that it is a social media platforms by much larger voice, and thus can have their voices heard to their problems.
Wolfgang Lünenbürger, Head of Social Media / Europe designated as the "The Baby Monitor Principle" . He postulated that a baby monitor the way in which children changed behavior. The children seem to know, therefore, that if they cry, parents come and respond. It looks like with today's consumers. They expect a response from the company or at least the possibility of the information "online" immediately made available to get. The motto here is: "If I want to know something, I want to know now and not at some point, if the information not directly. can be supplied by the company, then I go somewhere else, and getting them there, "
There are some examples of companies by the " got Baby Monitor principle or by missing responses to consumer questions large image problems. This reflected immediately and, unfortunately, in the long term in the results of search queries against.
This fact business presents a great challenge. Participating as a company on Social Media Web and associated Customer Care requires activities of transparency and, all fast responses. Here is a close cooperation of sectors such as PR, customer service, Advertising demand. For smaller companies dealing in the Web 2.0 is often easier to realize. As shown by this example is therefore very secure:
The blogger Rex Hammock was looking for a business that a special iPhone case out. He succeeded, however, no such to locate near it. For this reason, he tweeted about it and asked for help. Within minutes he received a Tweet to the manufacturer's "Griffin Technologies with the information where he could get the iPhone Sikin site. Here still a discount code if he still would have "online" order.
Large companies such as Dell and Comcast fell in the past, increasingly in the crossfire of social media community. For this reason they have such so-called "digital ebassies" - built virtual / digital messages on Twitter. According to the company - it has earned them positive PR, rising sales and a good reputation.
The next step is still far-reaching step with their customers to come into contact are special idea platforms. There, the participants will develop proposals for business and communicate these.
An interesting example is SuggestionBox.com . This is an independent platform / web site on which the various Company has its own SuggestionBox can set up to communicate with their customers.
Starbucks has done with My Starbucks Idea even a website with community features. Tried the same with the project Dell IdeaStorm.
How can we as a company now to deal with this challenge:
first The entire Social Activities, keep in mind
betrachent companies usually only the numerical impact of online advertising campaigns or kalssischen online PR in the traditional media. This must, however, a deeper Verstädnis for Users Online be developed. Important to know, such as for information on the Internet is searched. In most cases, problems will be searched and scoured the Internet for information. Therefore essential to take the right key words to identify and understand how Google rankings future reviews from bloggers, customers, journalists artificial influence.
second Building relationships with digital messages (digital embassies) and ambassadors (ambassadors)
companies have to go there in the online world where people tend to build relationships and share information and communicate. It should give the right platforms are selected and Web 2.0 affinity employees are looked after. It is to find out what deal Bedrüfnisse and problems to consumers.
third Be prepared quickly intervene and respond
Many firms are already aware that they must have in the Internet age to crisis communication plans, when such in the "social media" and sign it in other episodes in the mass media. Some crises are consumer-orient other thematically. This requires monitoring the most important social media platforms constantly and passed the information on problems with the right people / departments.
Source: Edelman Digital - " Five Digital Trends to Watch for 2009 "
The other four "Digital Trends for 2009" which I will reflect in future posts:
REFORESTRATION MEDIA (media afforestation)
The media are in a state of new and re-invention.
LESS IS THE NEW MORE (Less is the new More)
information overload takes its toll. Uncontrolled media consumption is OUT. Selective selection and friends as a filter are IN.
CORPORATE ALL-STARS
Many employees use social media to their personal brand (eg as an expert on a particular topic) to build. This can range from companies for effective marketing and customer contact are used.
THE POWER OF PULL (The power of attraction)
was used to push the Markeing prevail today, it is important to produce digital content that is wanted by the people active.
