Posts tagged "Facebook"

Customer service on Social: Time to get your act together

Umang Bedi, Managing Director – Adobe, South Asia LinkedIn

Mr Umang Bedi, Adobe Systems India (319)With more than a billion people now using social media worldwide, it’s not a question of whether brands will offer dedicated customer service options on social but a question of when. Even if brands choose not to join in the conversation on social, their customers will still be talking about them – the good, the bad and the ugly.

Recent research revealed that over 56% of customer tweets to companies are being ignored. Nearly all of the top brands (95%) are active on Twitter, yet only 23% have a dedicated customer service handle. The Realtime Report, recently conducted a study testing the response rates, prioritization and timing of 14 leading consumer brands and had startling results where only 14% of the tweets were answered!

Social media gives brands valuable customer insights and the chance to gain new insight into what the customer really needs and wants.  Brands should leverage this and realize the importance of customer service especially at a time where customer loyalty is volatile as consumers can jump on the internet, see negative comments and reviews, and find another company to fill their needs. It is not enough just to have a presence on social. Engage with your customers and the best way to do this is through excellent customer service.

Some tips on interacting with customers on social:

Listen, listen, listen

The best way to understand your customers is to go onto social platforms and search for conversations around your brand. Make sure to expand your keyword search, entering not only your brand name but products as well as words associated with your brand. Monitoring all the various social platforms manually is tedious at best and impossible at scale, so investing in a good social listening tool is necessary. Adobe Social allows you to monitor all your social communities in one aggregated platform.  Through its very cool (and extremely handy) Twitter and Facebook moderation handle, you can easily do a keyword search to discover who is talking about you,  how many followers that person has and can respond directly to the person or escalate it to someone else in the team to respond, such as a product specialist.

Take Action!

It is not enough just to identify where and what your customers are saying on social, you need to take action if necessary.  If you come across a customer tweet or Facebook comment, especially if it’s directly on your brand page, do not ignore it! There is nothing a customer hates more than being ignored. The number one rule for successful social media customer service is action. At least acknowledge you have heard their concerns and either address it directly or escalate it to the appropriate person.

Don’t just respond, do it swiftly.

News travel fast on social, so brands need to respond quickly, especially with complaints. Acting swiftly can stop the fires from spreading, and reinforce a brand’s commitment to customer care.  However, this is not an excuse for panic reactions – there should be set guideline responses, and staff need to be trained to escalate potential issues to the right person immediately if a quick response is needed.

We’d love your comments and feedback.  Do you have any tips for brands and their online customer service?

Acer gets popular on Facebook!

In this digital era, where social media is becoming an integral platform for engagement with consumers, companies around the world are looking to optimize their social presence. The challenges companies are facing is driving membership’s growth, delivering ongoing engagement and generating awareness on new products and campaigns through multiple channels. These challenges are amplified in regions like Asia, which is so richly diverse in culture and language.

With Facebook still taking the lead as the number 1 social platform in the world, Acer, like many other brands, hoped to leverage the enormous Facebook global community base to increase its mind share and market share. They succeeded: discover how Acer leveraged Adobe Social and Multi-channel Advertising Technology to increase its US Facebook fan base by 10 times! Adobe Digital Marketing Suite acts as an all-encompassing and comprehensive digital marketing solution. From content publishing and management to integrated paid media optimization and the underlying analytics to give you insights to optimize customer experience in real time.

Read on to learn how Acer used the Adobe solutions to drive awareness and participation in its sweepstakes competition while boosting follower acquisition. Just click on the link below and register with your contact details.

http://bit.ly/ODZMXb

 

What do Adobe’s First Facebook PMD Awards mean for you?

Janie Lim, Group Marketing Manager, Adobe SEA – LinkedIn

Face­book’s significance as a social mar­ket­ing plat­form just keeps growing and the demand for deeper marketing opportunities increases too. Facebook has just announc­ed its Pre­ferred Mar­ket­ing Devel­oper (PMD) pro­gram and Adobe is the first PMD mem­ber (out of an ini­tial 232) to be awarded badges for all four of Facebook’s Mar­ket­ing APIs – Pages, Ads, Apps and Insights.

What does this mean and why is this impor­tant for our digital marketing cus­tomers?

Pages API

Adobe offers highly flex­i­ble page man­age­ment with a robust roles and per­mis­sions model.  This enables global and local scale so you can man­age all of your Face­book pages within a sin­gle plat­form, while empow­er­ing regional man­agers to exe­cute cam­paigns locally. We also fea­ture deep inte­gra­tion with Adobe Site­Cat­a­lyst, enabling auto tag­ging of social media posts with cam­paign track­ing codes in the pub­lish­ing work­flow.  This means you can much more eas­ily track how your Face­book con­tent and inter­ac­tions are dri­ving behav­iours on your dig­i­tal prop­er­ties. That’s a fancy way of say­ing you can now tie social activ­ity to busi­ness results.

Apps API

In addi­tion to the flex­i­bil­ity and cus­tomis­abil­ity that the new app builder within Adobe Social pro­vides, Adobe’s inte­gra­tion between Site­Cat­a­lyst and for­mer Effi­cient Fron­tier tech­nol­ogy now enables auto tag­ging of appli­ca­tions with cam­paign track­ing codes to mea­sure users across the entire cus­tomer jour­ney from ad click to app engage­ment to web­site con­ver­sion and beyond. Through inte­gra­tion with Adobe Test&Target, mar­keters can engage in A/B test­ing of app cre­ative and copy, pro­duc­ing crit­i­cal Face­book app opti­misa­tion insights for enhanced engage­ment. Our tar­get­ing tech­nol­ogy auto­mat­i­cally per­son­al­ises the app expe­ri­ences based on social pro­file and demo­graphic data, which improves rel­e­vancy and dri­ves higher conversion.

Ads API

Adobe is cur­rently the only provider to inte­grate “spon­sored story cre­ation” within the Face­book pub­lish­ing work­flow.  Essen­tially, this capa­bil­ity can sig­nif­i­cantly expand the influ­ence of con­tent by max­i­mising reach – get­ting your con­tent in front of a lot more eye­balls – and ampli­fy­ing mes­sages. This inno­va­tion enables com­mu­nity man­agers to col­lab­o­rate closely with ad man­agers dur­ing the plan­ning process to coor­di­nate paid and owned reach at cam­paign launch instead of spon­sor­ing a story after the post has gone live.

Adobe also enables cross-channel attri­bu­tion of social against other dig­i­tal adver­tis­ing chan­nels – search and dis­play – because our tech­nol­ogy man­ages all bid­d­a­ble dig­i­tal ad for­mats.

Insights API

Adobe can tie Face­book activ­ity directly to busi­ness results like rev­enue or other con­ver­sion met­rics. Addi­tion­ally, Adobe can inte­grate lis­ten­ing (earned) data with owned data, paid media (ads) data, and mean­ing­ful ana­lyt­ics (i.e. let’s look beyond “likes” and “fans” to rev­enue and con­ver­sions) within one dataset. This gives you a much more com­plete pic­ture of per­for­mance across chan­nels and insights to opti­mise invest­ments across those chan­nels for the great­est ROI.

The social world gets both richer and more easily accessible for digital marketers with tools such as these. As Face­book con­tin­ues to inno­vate and enhance their plat­form, we will work closely with them to con­tinue pro­vid­ing the most com­pre­hen­sive and sen­si­ble sup­port solu­tions possible

Facebook and The Huffington Post Headline Day 1 of the Adobe Digital Marketing Summit 2012

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC – LinkedIn @IERiley

 

What a great start to the Adobe Digital Marketing Summit in Salt Lake City this week. Over 4000 Digital Marketers, Advertisers and Publishers from around the world, including 90 delegates from Asia Pac representing China, Korea, Taiwan, Hong Kong, Singapore, India, Australia and New Zealand – up from just 5 customers attending 2 years ago, which to me signifies a massive shift and focus on digital in APAC.

This is my 3rd year attending Adobe Digital Marketing Summit and every year it’s been a quantum leap in terms of the content and the incredible new solutions delivered to drive ease, efficiency and effectiveness for digital marketers.  Two major highlights for me today were the new Adobe Predictive Marketing and the new Adobe Social Marketing solutions. The comment I overheard most, “when can I get it?”  If you were one of those people, you’ll find much more here

Social is a major focus at this year’s summit, and this resonated in two of today’s keynotes. Facebook VP, Grady Burnett, shared best practices for businesses embracing Facebook, with key advice that ads can become stories and several examples of key companies leveraging Facebook really well – Starbucks and American Express.  You can read more about how Amex are doing it here

Ariana Huffington, President and Editor in Chief of The Huffington Post, closed out Day 1 discussing how social has changed the world of publishing and provided guidance on how to engage responsibly.  Social brought the great conversations from the offline world online and extended the conversation through active engagement and commentary. It can change the world, as seen in Tunisia and Egypt, but it can equally distract us or be negative.  We need to engage responsibly, and the key to success here is ensuring our core values as a brand and an individual are in the DNA of our social engagement and commentary.

We have been in a period of adolescence with social – staying up too late, consuming too much “junk food” content.  Now in our grown up social lives we are embracing a more curated approach.

Ariana’s parting advice – take the time to unplug, disconnect and re-charge.  People who are sleep deprived may still be smart but not so wise.  Take the time to re-connect with your wisdom and thrive.

For more detail on the keynotes, see my colleague Anne Russell’s blog post and www.CMO.com. You can also follow us on twitter #Adobesummit

Signing off now to head to the Summit concert with Foster the People!

Voices from the floor: Day 1 of Adobe Digital Marketing Summit 2012

Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn

What an exciting first morning at the Adobe Digital Marketing Summit 2012 in Salt Lake City. I am thrilled to have been able to attend the introductory keynote, led by Brad Rencher, Senior VP and General Manager of Digital Marketing, Adobe, and other great speakers, including our CEO, Shantanu Narayen, our CTO, Kevin Lynch, and Facebook’s VP Global Solutions, Grady Burnett. There was lots of engaging discussion today, but main themes focused on the concept of “your digital self”, as well as content personalisation and predictive marketing.

Everyone has a “Digital Self” out there in the online space, and each of us potentially represents a highly valuable customer to businesses with an online presence. When I go online, I much prefer to see relevant ads that engage me as a consumer, rather than generic ones that aren’t tailored to my needs. Brad Rencher reinforced the concept that ‘personalisation matters’. This has been a recurring topic recently so it was interesting to explore how this is evolving.

Dynamic, personalised and engaging content drives today’s consumers to take action, and marketers must be able to deliver and optimise this in real-time. However, for this to be effective you must be able to understand the core data and analytics across personalised experiences, advertising, publishing and social marketing. Shantanu’s view is that technology is most powerful when it is used as an enabler, and today we definitely have access to marketing technologies that enable this understanding.

If there is one thought I can leave you with from today, it is that based on this morning’s exciting announcement about the new releases of the Adobe Predictive Marketing Solutions, CQ5.5 and Discover 3, I think marketers are in for a treat when it comes to enabling them to take control of their data and drive the most relevant content as well as analyse the data that will help them make better marketing investments.

I don’t know about you, but I’m highly excited to be a marketer in today’s digital world!

See you tomorrow morning for a second day of exciting information sessions!