2013 ASBDC presentation given by Keith D. Yurgosky of The University of Scranton SBDC and Michael Bowers of the Ohio SBDC.

1. © 2013 The University of Scranton SBDC
Using Social Media
to Improve
Customer Service

2. © 2013 The University of Scranton SBDC
About the SBDC
We are part of the non-profit Pennsylvania
Small Business Development Center
network and an accredited affiliate of the
national network of Small Business
Development Centers.

3. © 2013 The University of Scranton SBDC
SBDC consulting is offered at no charge,
thanks to funding and support from:
• The Commonwealth of Pennsylvania, Department
of Community and Economic Development
• The United States Small Business Administration
• Host Colleges and Universities – in our case, The
University of Scranton

4. © 2013 The University of Scranton SBDC
About Keith
• SBDC 19 years
• Accountant
• MBA Marketing
• Internet Business
• … and more !

5. © 2013 The University of Scranton SBDC

6. © 2013 The University of Scranton SBDC
@asbtdc_asu Thanks Herb for
sharing your #socialmedia tools
with #SBDCs at #ASBDC2013 …
WE ARE GOING TO MISS YOU !!

7. © 2013 The University of Scranton SBDC

8. © 2013 The University of Scranton SBDC
District Center Manager for Ohio SBDC
at Columbus State since 2002
SBDC State Star for Ohio in 2007
Won the SBA Innovation and Service
Center of the Year for Ohio and SBA
Region Five in 2007
Won the State of Ohio SBDC Innovation
Award 2011
Striving to accelerate the growth of
entrepreneurship and small business
innovation. Injured Marathoner. What's
worth doing is worth doing for 26.2!
About Mike

9. © 2013 The University of Scranton SBDC
Where is the Ohio SBDC at Columbus
State

10. © 2013 The University of Scranton SBDC
www.Ideas2Deals.com

11. © 2013 The University of Scranton SBDC
Ohio Growth Summit
www.OhioGrowthSummit.com

12. © 2013 The University of Scranton SBDC
Today’s Objective
• Learn how to use Social Media to Improve
Customer Service.
• View examples from various Social Media
platforms.
• Learn about tools that can help your client’s
respond in a timely manner.

13. © 2013 The University of Scranton SBDC
Old School
Give someone good service and they’ll tell a
friend. Give bad customer service and they’ll tell
five friends.
Today
Give someone bad service and they tell
thousands of friends.
Social Media is Word-of-Mouth on Steroids !!

14. © 2013 The University of Scranton SBDC

15. © 2013 The University of Scranton SBDC
Hello
My name is Luka Apps and I am seven years old.
With all my money I got for Christmas I bought the Ninjago kit of
the Ultrasonic Raider. The number is 9449. It is really good.
My Daddy just took me to Sainsburys and told me to leave the people
at home but I took them and I lost Jay ZX at the shop as it fell out of
my coat.
I am really upset I have lost him. Daddy said to send you a email to
see if you will send me another one.
I promise I won't take him to the shop again if you can.
– Luka

16. © 2013 The University of Scranton SBDC
Luka, I told Sensei Wu that losing your Jay minifigure was purely
an accident and that you would never ever ever let it happen ever
again.
He told me to tell you, "Luka, your father seems like a very wise
man. You must always protect your Ninjago minifigures like the
dragons protect the Weapons of Spinjitzu!"
Sensei Wu also told me it was okay if I sent you a new Jay and
told me it would be okay if I included something extra for you
because anyone that saves their Christmas money to buy the
Ultrasonic Raider must be a really big Ninjago fan.
So, I hope you enjoy your Jay minifigure with all his weapons. You
will actually have the only Jay minifigure that combines 3 different
Jays into one! I am also going to send you a bad guy for him to
fight!
Just remember, what Sensei Wu said: keep your minifigures
protected like the Weapons of Spinjitzu! And of course, always

17. © 2013 The University of Scranton SBDC

18. © 2013 The University of Scranton SBDC
How to Listen
Google Alerts, Social Mention, hashtag.org
• NutshellMail (Constant Contact)
• Sprout Social
• TweetDeck
• HootSuite
• Tagboard.com
One-stop shop to see mentions, messages,
& friend/follower activity!

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Listen With Twitter Search

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Listen With A Reader ~ RSS

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Listen With Hootsuite

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Facebook
• Live Chat with
Customers
• Respond to questions
• Update product info
• Be “friends” with your
customers
Facebook.com/sbdcscranton

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Generate Fan Interest
• Be Interactive
• Listen – Don’t try to control
the conversation
• Provide incentives
• Engage your customers
• Have Fun !

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Twitter
Our SBDC uses Twitter for:
• Sharing valuable business information
• Announcing new businesses
• Highlighting SBDC clients
• Promote SBDC training and other events

34. © 2013 The University of Scranton SBDC
So how can Twitter help ?
• Use the Twitter Search to listen for your
business, competitors, or words that relate
to your industry
• #Hashtag
• Participate by asking questions
• Respond quickly

35. © 2013 The University of Scranton SBDC
Twitter
Customer Service uses include:
• Allows for direct contact with customers
• Announcing new products
• Reach a new customer base
• Answer questions in real time
• Allows for transparency
“Twitter allows you to respond quickly!“

36. © 2013 The University of Scranton SBDC
Encourage all complaints to go to a
separate Customer Service Account.
Clear them from your active
advertising messages.

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Why Use YouTube?
• Assembly Instructions
• Tutorial Videos
• Customer Testimonials
• Video Response to Questions or Complaints
• Online Commercials

40. © 2013 The University of Scranton SBDC
Customer Testimonials

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How To Videos

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Assembly Instructions

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Crisis Management

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YouTube Examples
• Tell a story ( Kid President )
• Make a tutorial video ( Bob Davies )
• Have Fun ! ( Will It Blend )
• Videos about Yourself ( King Crab Chicago )
• Testimonial Videos ( Dancers Shape )

46. © 2013 The University of Scranton SBDC
YouTube
• Create short (1 minute) small business tips
and/or How to Videos.
• Video response to Customer Questions.
• Personalize your customer service!

47. © 2013 The University of Scranton SBDC
YouTube Rules for Business
• Keep it Short and Simple
• Don’t try to be Perfect (We love amateurs)
Not everything works for every business!!

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49. © 2013 The University of Scranton SBDC
Why Blog ?
• Share expertise
• Highlight your
accomplishments
• Be known as an expert
in your field
• Provide explanations

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Great Blogs
• http://thriftydecorchick.blogspot.com
• http://blog.johntunger.com
• http://robertsparrowjones.blogspot.com

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Respond

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OOPS 

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How to Respond ?

58. © 2013 The University of Scranton SBDC
Tips for Responding
• Learn to say “I’m sorry”
• How can I help you?
• Show other’s you are engaged and trying to
make things right.
• You can not please everyone !

59. © 2013 The University of Scranton SBDC
Tips for Responding to
Negative Comments
• Apologize Publicly
• Move client to private message to deal with
problem personally
• Be open & honest (transparency)
• Turn a Negative into a Positive
(Learn from your mistake)

60. © 2013 The University of Scranton SBDC
Mary’s Rule
Treat people the way you want to be treated !!

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• Listen
• Have a Plan
• Procedures in place
• Who’s responsible?
• Take action
• Get to source
• Don’t fight back
• Reassess

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Have Fun with Your Clients !!

63. © 2013 The University of Scranton SBDC
Engage Your Customers
• Show your human side
• Don’t always be trying
to sell
• Ask questions
• Stay informed

64. © 2013 The University of Scranton SBDC
Rules of Engagement
• #mdstories
• Get boss
involved
• Encourage
employees

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Other Sites
• LinkedIn.com
• Vine
• SnapChat
• Flickr.com
• Pinterest.com
• Instagr.am

68. © 2013 The University of Scranton SBDC
Moving Forward
• Develop a Plan
• Monitor
• Respond
• Engage Your Customers
• Think Mobile
• Don’t try to it all at once
• Don’t be afraid to ask for help!!

69. © 2013 The University of Scranton SBDC
Social Media should not be
your only means of
Customer Service.
When your audience believes
the only way they’ll get good
customer service is by airing
their grievances in public,
they’re only going to air them
publicly in the future.

70. © 2013 The University of Scranton SBDC
www.ScrantonSBDC.com/CustomerServic
e

71. © 2013 The University of Scranton SBDC
Questions?

72. © 2013 The University of Scranton SBDC
Thank you!
800 Linden Street
Scranton, Pennsylvania 18510
Phone: (570) 941-7588
Fax: (570) 941-4053
E-mail: sbdc@scranton.edu
www.scrantonsbdc.com
http://scrantonsbdc.wordpress.com/
facebook.com/sbdcscranton
@scrantonsbdc