Social Media: The Practical Social Media
These days, companies excel at live chat when they:
- respond quickly;
- cut the drama — i.e., CSRs know how to cut to the chase; and
- communicate well when no CSRs are available, so customers don’t keep holding on forever.
If you’ve mastered the art of live chat, consider instigated chat. In live chat, the user initiates the conversation. With instigated chat, you start the conversation. Useful places to try instigated chat are in your shopping cart or after the user has searched — either successfully or not.
Try Trigger E-Mails
By far, this is one of the best ways to learn about social marketing, because you have real, one-to-one conversations with people. Trigger e-mails — aka “good dog” e-mails — are very different from thrust e-mails because they’re sent to individuals based on actions. Thrust e-mails are deployed to everyone and their brother based on your whim/fancy/schedule.
Trigger e-mail actions can be positive, such as thanking the customer for an order, or not so good, like an abandoned cart or search form. They also can be indifferent, such as confirming a vote in a poll. But they always react to happenings, events or other situations. They work because they typically have higher response rates, better deliverability and improved lifetime profit.
Distinguish Your Blog
A lot of companies have added blogs to their repertoires, but about 99.9 percent of them really suck. How can your blog be better? For starters, don’t confuse a personal blog with a business blog. If you’re going to start a business blog, use it for selling and search engine optimization purposes. But whatever you do, don’t use it to pontificate your navel.
Keep It in Site
Make sure you can go back and forth to your Web site without any hassle. The biggest mistake a lot of companies make is they promote their blogs and then take customers through to it, but once there, customers are taken to a separate site where they can’t easily return.