Customer Service: New Rules For A Social Media World (häftad)
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Customer Service: New Rules For A Social Media World (häftad)

Customer Service: New Rules For A Social Media World

Häftad Engelska, 2011-01-24
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Use Social and Viral Technologies to Supercharge your Customer Service!


Using social media, you can deliver amazing customer serviceand generate an army of fans wholl promote you in good times, and rescue you from disaster. Now, legendary online marketing expert Peter Shankman shows you exactly how to do all thatwithout spending a fortune! Shankman draws on his immense experience as founder of the online growth company HARO and marketing consultant to multiple Fortune500 clients. He presents straight-to-the-point solutions for building customer loyalty, trust, and credibility onlineand rebuilding it when catastrophe strikes. Companies around the world are driving enormous value from online customer service at remarkably low cost. You can, too. Peter Shankman will show you howstep-by-step, right now!


Youll learn how to:


Organize a small, powerful social media team on a tight budget

Listen to what your customers, advisors, and markets are really saying

Make prospects feel like rock stars from the moment they find you

Choose online media that make the most sense for you

Avoid wasting time with platforms that wont help you

Earn your customers loyalty, trust, and credibility

Learn from other companies viral disasters

Rebuild your credibility after youve taken a public hit online

Make sure everyone hears your customers when they compliment you

Capture all your customer knowledgeand use it in real time

Keep people talkingand not just about you

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Recensioner i media

As a major voice in the travel space, Im no stranger to poor customer serviceand how to fix it. Peter has proven multiple times that its the little things you do before the meltdown occurs that will save your company. I encourage anyone working with clients or customers to read this bookmultiple times!

Christopher Elliott

Consumer advocate


National Geographic Traveler


Ive always said the three most important things in business are customer service, customer service, and customer service. Now Ill add a fourthread this book!

Dayna Steele

Speaker, business consultant, and author of

Rock to the Top:What I Learned about Success from the Worlds Greatest Rock Stars


There is no question that customer service and, even more, customer perception can make or break your business. I am glad that social media ber-guru Peter Shankman has finally deigned to share his secrets with the rest of us. This book belongs in every businesspersons library. Its in mine!

Charles Justiz

Retired NASA pilot and author of Specific Impulse


Peters a buzzsaw of ideas. The big risk is that your head will explode before you implement this all. The beauty of a book is that you can read it slowly. Peters mind moves so fast that, were you to receive these ideas in person, you couldnt possibly write fast enough to keep up.

Chris Brogan

President, Human Business Works, and publisher


Peter Shankman gets his kicks jumping out of perfectly good airplanes. As it turns out, that avocation may be an apt analogy for the world of social media. It is rising up to meet youfastand if you dont pull the tweet chord in time, you are destined to crater. Shankman offers a compelling, engaging, humorous checklist of dos and donts for those who are still in a freefalla bit dazedwondering what happened to all the tried-and-true rules of advertising, marketing, and PR. Shankman knows the answer, and he can barely contain his enthusiasm in sharing his insights. He is a leading social networking evangelizerthat is why so many blue-chip companies seek him out. And that is why I selected him to be on the NASA Advisory Council Education and Public Outreach Committee. His advice is not rocket science, but it isnt always what you might predict. As skydivers like to say, youll be fine so long as you dont do anything stupid. Read this book and you will know how to be smartin 140 characters or less!

Miles OBrien

formerly of CNN


Ill give you my favorite piece of advice from Peter right here: dont have a goal of making something viral. Make it good, and it will go viral. Peter shares my belief: dont treat your customers well after something has gone wrong. Treat them well at every interaction.

Franco Bianchi<...

Bloggat om Customer Service: New Rules For A Social ...

Övrig information

Peter Shankman--PR Week Magazine has described Peter as "redefining the art of networking," and Investor's Business Daily has called him "crazy, but effective." Peter Shankman is a spectacular example of what happens when you harness the power of Attention Deficit Hyperactivity Disorder (ADHD) and make it work to your advantage. An entrepreneur, author, speaker, and worldwide connector, Peter is recognized worldwide for radically new ways of thinking about social media, PR, marketing, advertising, creativity, and customer service. Peter is perhaps best known for founding Help A Reporter Out (HARO), which in under a year has become the de-facto standard for thousands of journalists looking for sources on deadline, offering them more than 125,000 sources around the world looking to be quoted in the media. HARO is currently the largest free source repository in the world, sending out over 1,500 queries from worldwide media each week. HARO's tagline, "Everyone Is an Expert at Something," proves over and over again to be true, as thousands of new members join at each week. In addition to HARO, Peter is the founder and CEO of The Geek Factory, Inc., a boutique social media and marketing strategy firm located in New York City, with clients worldwide. His blog (, which he launched as a website in 1995, both comments on and generates news and conversation. Peter's PR and social media clients have included the Snapple Beverage Group, NASA, The U.S. Department of Defense, Walt Disney World, The Ad Council, American Express, Discovery Networks, New Frontier Media, Napster, Juno, Dream Catcher Destinations Club, Harrah's Hotels, and many others. In addition, he sits on the board of the Scott-e-Vest, the world's first technologically enabled clothing line. Peter is the author of Can We Do That?! Outrageous PR Stunts That Work and Why Your Company Needs Them (Wiley and Sons 2006) and is a frequent keynote speaker and workshop presenter at conferences and tradeshows worldwide, including The Public Relations Society of America, The International Association of Business Communicators, CTIA, CTAM, CES, PMA, OMMA, Mobile Marketing Asia, and the Direct Marketing Association. A marketing pundit for several national and international news channels, including Fox News, CNN, and MSNBC, Peter is frequently quoted in major media and trade publications, including The Wall Street Journal, Los Angeles Times, New York DailyNews, Associated Press, Reuters, CNN, and USA Today. Peter started his career in Vienna, Virginia, with America Online as a senior news editor. He helped found the AOL Newsroom and spearheaded coverage of the Democratic and Republican 1996 conventions, which marked the first time an online news service covered any major political event. Born and raised in New York City, Peter still lives there with his two psychotic cats, Karma and NASA, who consistently deny his repeated requests to relinquish the couch. In the few hours of spare time Peter has per month, he's a frequent runner, with 13 completed marathons and countless triathlons to his credit, and is a "B" licensed skydiver, specializing in free-flying.


Introduction     1

1  Putting Together a Social Media Team     11

Meet Your Team     12

The Customer Service People     13

The PR Person     13

The High-Level Exec     14

The Marketing Guys     15

The Guy from Accounting Who Has a Facebook Page     15

The Flip Side: Meet Your Audience     16

The One-time Complainer     16

The Constant Complainer     16

The Axe-to-Grind     17

The Happy Customer     17

The Prima Donna     17

End result     17

2  Examples of When It Doesnt Work (and What Happens)     19

Hope for the Best, Plan for the Worst     24

Always Be AwareIts the Thing You Dont Think of

that Can Kill You     25

Trust Your Instincts     27

Cooler Heads Prevail     28

Doing Something Is Better Than Doing Nothing     31

Your Audience Is Smarter Than You Are     33

Never Deceive Your Audience     34

3  Before the Explosion: Winning Your Customer     37

Before the Customer Is Even a Customer     38

Driving Revenue     39

Find Out Where Your Customers Are     39

Pay Attention     41

Devise a Plan to Reach Your Customers     44

Case Studies     49

Solematescom     49

HARO     50

4  Customer Service Is a Way of Life     53

Self-Promotion Versus Helping     59

Case Study: Bravo! Italian Restaurant and Bar     61

Case Study: Risdall Integration Group     61

Case Study: Law Offices of Daniel R Rosen, PC     62

Background     62

A New Approach     63

From Invisible to the First Page     63

Case Study: Grasshopper     63

Case Study: Peter Kuhns Food Truck     65

Case Study: Inclind, Inc     66

Case Study: Which Wich Superior Sandwiches     67

Summary (and a Challenge)     69

5  Social Media Damage Control: Stopping Small Problems from Becoming Big Ones     71

First Things First: Different Types of Comp...