Consumers of any product or service have always had a voice, but now they can amplify their voice tremendously by using social media. Everyday millions of conversations are occurring online about brands, products, and services. Consumers are the ones mainly driving these conversations. They take to social media to give positive and negative reviews and ask questions directly to companies. Customers have been leaving feedback on social media for years, and still majority of companies have yet to recognize the value of the consumer’s opinion. In this presentation you will learn best practices on how to handle all types of social media customer feedback, reasons to embrace customer feedback and turn it into a powerful customer experience insight.

1. THE BIGGEST SOCIAL MEDIA
MISTAKE YOU’RE MAKING;
IGNORING CUSTOMER FEEDBACK
It matters more than you think

2. ONE NEGATIVE CUSTOMER
EXPERIENCE CAN HAVE A BIG
IMPACT

3. SOCIAL MEDIA FEEDBACK ON THE
RISE
 Social media has drastically changed the way brands and
consumers interact with one another. Customers are flocking to
social media to leave feedback about their experience, express
their opinions of a company, and ask questions.
 More than ever a brand’s reputation is influenced by what
consumers are saying about the brand. It is now essential that
more time and resources are devoted to listening to and
responding to customers online.
 According to Nielsen’s latest Global Trust in Advertising report,
online consumer reviews are already the second most trusted
source of brand information and messaging, with 70 % of global
consumers indicating they trust online reviews, an increase of 15
% in four years.

4. THESE CONVERSATIONS ARE
GOING TO HAPPEN WHETHER
YOU LIKE IT OR NOT. DON’T YOU
WANT TO BE APART OF THEM?

5. WHAT IS CUSTOMER FEEDBACK
 Customer feedback is a term that describes the process of
obtaining a customer’s opinion about a business, product or
service. It can come from surveys, online forums and social
media. The vast amount of customer feedback nowadays is being
found on social media networks.

6. WHY & WHERE CUSTOMERS LEAVE
SOCIAL MEDIA FEEDABCK
 71% of the consumers who
leave complaints online do
so after being disappointed
by traditional customer
service
 The majority of social media
customer complaints are left
on Facebook
Facebook
71%
Twitter
17%
G+
6%
IG
5%
Edison Research

7. SOCIAL MEDIA FEEDBACK IS
POWERFUL

8. 86% of
consumers will
abandon a
business after
one negative
experience
Consumers are
twice as likely to
share a negative
experience than a
positive one
80% of consumers
research products
online every week
Responding to a
social media
complaint
increases
advocacy by 20%
24% of adults have
posted comments or
reviews online about
the product or service
they buy

9. LOOK AT SOCIAL MEDIA
FEEDBACK AS AN OPPORTUNITY
TO MAKE YOUR BUSINESS
BETTER & STRONGER

10. BENEFITS OF SOCIAL MEDIA
FEEDBACK
 All social media feedback, good and bad, can help you better
understand your products or services. The benefits of having
customer feedback are many.
 It informs product decisions and can help improve a product
 Helps guide business strategy
 Social media is your own focus group – insights in your hands with the click of
a mouse
 Responding to customer feedback shows that your company is listening and
cares about customer concerns
 Provides insights into what customers need and want to see in the future
 Allows you to measure customer satisfaction – which can ultimately help with
customer retention
 Can identify and create brand advocates

11. SOCIAL MEDIA FEEDBACK BAD
REACTION- CASE STUDY
 British Airways came under fire for
providing bad customer service
when a customer paid for a
promoted tweet, to voice how upset
they were when the airline lost their
father’s luggage.
 This tweet was seen by over 76,000
users
 British Airways did not respond the
customer for over 8 hours

12. SOCIAL MEDIA FEEDBACK GOOD
REACTION CASE STUDY
 Zappos is known for its
stellar 24/7 customer service
support, they even have a
dedicated Twitter support
handle, @Zappos_Service.
 They answer the majority of
the questions they receive in
a timely and friendly manner.
 Their responses are crafted
using personality and not a
canned response.

13. IGNORING IS NOT THE
ANSWER

14. BEST PRACTICES ON HOW TO HANDLE
FEEDBACK
 Establish a formal program for handling social media interactions,
and staff it appropriately
 Listen to both sides and don’t react with emotion
 Never attack the customer who made the complaint
 Be authentic and positive in all dialogue
 Train the team that handles social media interactions
 Do not ignore
 Do not send out a generic/ canned response

15. BEST PRACTICES ON HOW TO HANDLE
FEEDBACK - CONTINUED
 Have someone monitoring social media activity over the weekend
or set up automatic alerts to be sent to social media leads to
inform them of a spike in conversations around the brand
 Don’t be afraid to apologize, two of the most powerful words you
can use online are, “I’m sorry.”
 Respond in a timely manner
 Respond publicly to the customer and then direct them offline
 Make amends – ask the customer what it is you can do to make it
right

16. CONCLUSION
 Criticism is hard for any company to hear, but this type
of feedback can lead to a better and more successful
business.
 Ignoring social media feedback is a missed learning
opportunity.
 When companies listen, consumers remember.
 Social media feedback is powerful and it’s not going
anywhere.
 Embrace social feedback don’t ignore it!

17. “ENGAGING IN AN AUTHENTIC,
MEANINGFUL CONVERSATION WITH
CONSUMERS WILL BE THE KEY TO
MARKETING SUCCESS AND GROWTH,
EVEN IF THAT MEANS
ACKNOWLEDGING NEGATIVE
FEEDBACK; TRANSPARENCY IS
PARAMOUNT.” – RON BLAKE

18. THANK YOU
TWITTER: @JUST1JILLJ
#DSUM15
Q&A

19. SOURCES
 7 Takeaways From Social Media Marketing World 2015– Social
Media Examiner
 Examples Of The Good, The Bad & The Ugly Of Customer
Service On Social Media! – Get Spokal
 Does Customer Service Actually Work on Twitter? 5 Brands That
Do It Well - HubSpot
 5 Predictions About the Growing Power of Online Customer
Reviews – Entrepreneur