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Social Media and the Future of Customer Support

SUPPORT GETS HOW COMPANIES AND SOCIAL CUSTOMERS ARE BRINGING SUPPORT INTO SOCIAL MEDIA Social media has become a mainstay for all things business and personal. Businesses are using it for marketing and customer engagement; consumers use it for networking, entertainment, and more. But now both groups are starting to use the platform for customer support. SOCIAL MEDIA DOMINANCE How We Spend Time Online King of the Net Of all online destinations, social networking is the most popular activity by a substantial margin. Among social networking sites, Facebook dominates users' online time. Top Online Categories By Top 5 U.S. Social Networks and Share of Total Internet Time Blogs by Total Minutes (May 2011) 5 3,4 5 7,2 5 8 6 7 2 3,7 9 3 6 6 2 3,5 2 5 e 23% Social Networks and Blogs 10% Online Games 8% Email 5% Portals 4% Videos or Movies 4% Search 3% Instant Messaging 56 5,1 5 6 e 3% Software Manufacturers 3% Classifieds or Auctions 3% Current Events and Global News 32 5,6 7 9 in 35% Other 10% 20% 30% 40% 50% Due to rounding, figures may not total 100. BUSINESSES AND CONSUMERS INTERACTING ONLINE People interact with brands more often on Facebook compared to other Consumers Getting Social With Brands platforms. They seek out news and discounts and show their support. What social networks do you use to Reasons Customers interact with your favorite brands? Fan Brands on Facebook They're customers of the company in To receive discounts and promotions To show others they support the brand Other Myspace Linkedin Blog Twitter Facebook To be the first to know info about the brand 2% 1% 1% 4% 4% 34% To gain access to exclusive content Businesses Getting Social Brands have taken to social media in droves, integrating new platforms into their campaigns. Companies with more experience in social media see greater opportunity for customer service management. Objectives of Social Media Marketing Initiatives (By Length of Social Media Marketing Use) • 1 Year • +1 Year Brand Reputation Management 64% 80% Driving Promotions 47% 60% Customer Service Management 6% 58% Risk Management 24% 51% 40% 60% 80% 100% SUPPORT GETTING SOCIAL Consumers Seek Social Support A majority of consumers are already using social media channels for customer support, and many would be open to using social media for support in the future. Would you be more likely to use social media for customer service if you better understood the tools available to you? 62% 76% of consumers have used social media for NO customer service issues. 24% YES Retail Customers Prefer Social Media Support Among companies that consumers have contacted for support through social media, retail ranks highest. Nearly half of surveyed consumers say they've contacted a retail business for support through social media. Companies That Consumers Have Contacted for Support Through Social Media 45% Retail 35% 34% 33% 31% • Telephone Hospitality & Travel Cable Bank 21% Food & 13% Beverage 9% • Utility • Health Care *Percent of respondents who've contacted each company type for support through social media zendesk SOURCES: NIELSEN, CLICKFOX, SOCIAL MEDIA TODAY, MASHABLE, CONSTANT CONTACT, CHADWICK MARTIN BAILEY, BRANDON HALL GROUP, COVARIO, EMARKETER LOVE YOUR HELP DESK El

Social Media and the Future of Customer Support

shared by ColumnFive on Feb 09
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Social media has become a mainstay for all things business and personal. Businesses are using it for marketing and customer engagement: consumers use it for networking, entertainment, and more. But no...

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