1 Introduction
1.1 Problem Definition
The relevance of web 2.0 will increase enormously until 2012. This view is
shared by 83 % of the 110 companies that were interviewed within the scope of
a study carried out by the agency creative360 in cooperation with the International
School of Management.
Considering the economic circumstances companies face with respect to the
buyer’s market more and more effort has to be made to maintain competitiveness.
Supply exceeds demand, thus forcing companies to extend their marketing
activities in order to receive the consumer’s attention for both itself and its
products on the one hand. On the other hand, adequate customer service has
to be provided, which is inevitable for obtaining customer loyalty.
Especially in the field of marketing, traditional techniques of advertising seem to
have lost importance. According to the survey of the Monitor Economic Communication
in 2010 television is solely used by 20 %, whereas print media is
also used by only 60 % of the respondents.
Actually, these are considered as mass advertising, appearing rather annoying
to the consumers, likewise referred to as interruption marketing.
In addition, call centers or email support as point of contact in case of problems
are regarded as insufficiently available and requiring long hold time.
Due to the rapid progress of the internet a new communication platform has
been spooned – social media, the web 2.0. While there were 45 million of internet
users in 1997, the number is predicted to exceed 2 billion until the end of
the year 2010. Accordingly, what does social media explicitly mean, how can it
be used and which benefit can be generated?
1.2 Objectives
This seminar paper aims at giving an insight into the wide spectrum of social
media, proposing to demonstrate its remarkable influence these days.
With reference to best practices this seminar paper has the intention to verify
the necessity of integrating social media in business communication.
Table of Contents
1 Introduction
1.1 Problem Definition
1.2 Objectives
1.3 Structure
2 Social Media
2.1 Definition of Social Media
2.2 Selected forms of Social Media
2.2.1 Wikis
2.2.2 Weblogs
2.2.3 Microblogs
2.2.4 Podcasts
2.2.5 Social Bookmarking
2.2.6 Social Networks
3 Providing Customer Service by use of Social Media
3.1 Corporate Blogs – best practice by Daimler
3.2 Twitter Representatives – best practice by Zappos
3.3 Facebook Profiles – best practice by Starbucks
4 Best practice by Dell
4.1 Dell Hell
4.2 Direct2Dell
4.3 Dell’s activities‘ efficiency
4.4 Dell’s prospects
5 Conclusion
Objectives and Themes
This paper examines the integration of social media channels into corporate customer service strategies. It aims to demonstrate how modern communication platforms can replace outdated, ineffective traditional marketing and support models, fostering better relationships through interactive dialogue rather than one-way advertising.
- The transition from traditional mass marketing to interactive social media engagement.
- The strategic use of various social platforms like blogs, Twitter, and Facebook for customer service.
- Analysis of best practices from leading global companies such as Daimler, Zappos, and Starbucks.
- The case study of Dell's journey from overcoming public criticism to social media success.
- Measuring the efficiency and business value of social media engagement.
Excerpt from the Book
3.1 Corporate Blogs – best practice by Daimler
Public blogs of companies, also referred to as corporate blogs, offer them the opportunity for customer service as well as customer care. However, without the personality of the authors posting corporate blogs usually do not work as they ought to. Transmitting personality contributes to the company appealing more lively, contemporaneously providing it additional credibility and authenticity. Since latter is expected by the customer, a blog is ordinarily administered by the company’s own employees. Apart from general information about the products, product progresses and news are offered, which can either be annotated or even linked by the customer.
As corporate blogs frequently serve as portal for requests concerning products, problems or defects the established service hotlines or FAQ-Chats are best replaced. Thus the customers achieve support rapidly, being able to comment and participate in the solution process also. Hence, the former one-side support has evolved to a kind of customer integrated support.
Summary of Chapters
1 Introduction: Discusses the shifting marketing landscape and the growing necessity of utilizing Web 2.0 and social media to maintain customer loyalty.
2 Social Media: Defines the core concepts of social media and details various forms, including wikis, blogs, and social networks.
3 Providing Customer Service by use of Social Media: Evaluates how companies like Daimler, Zappos, and Starbucks successfully integrate social tools to engage with customers.
4 Best practice by Dell: Examines Dell's transformation from suffering under negative sentiment ("Dell Hell") to leveraging social media for service recovery and business growth.
5 Conclusion: Summarizes the shift from monologue to dialogue and stresses the importance of active listening to remain competitive.
Keywords
Social Media, Web 2.0, Customer Service, Customer Loyalty, Corporate Blogs, Twitter, Facebook, Best Practice, Dell, Direct2Dell, Customer Integrated Support, Online Interaction, Marketing Strategy, Brand Communication, Digital Dialogue.
Frequently Asked Questions
What is the core focus of this publication?
The paper focuses on the necessity for companies to shift from traditional marketing to integrating social media channels to improve customer service and brand engagement.
Which thematic areas are covered in the work?
Key themes include the definition and spectrum of social media, the evolution of customer support, and strategic case studies involving major corporations.
What is the primary objective of the research?
The aim is to verify the necessity of integrating social media into business communication and to demonstrate its influence on modern corporate strategies.
Which methodology is utilized?
The author uses a qualitative approach, analyzing existing literature and specific corporate best practices to illustrate the effectiveness of social media in customer service.
What topics are discussed in the main body?
The main body covers the various forms of social media, followed by detailed case studies of how companies like Daimler, Zappos, Starbucks, and Dell use these tools.
Which keywords best characterize this work?
The work is characterized by terms such as Web 2.0, Customer Service, Social Media, Best Practice, and Brand Communication.
What led to the term "Dell Hell"?
It refers to a period around 2005-2006 when Dell suffered from severe customer dissatisfaction due to off-shoring support to India and rising service costs, which was amplified by negative sentiment on public blogs.
How did Dell improve its customer relations?
Dell launched the blog "Direct2Dell" and later platforms like "IdeaStorm," allowing for direct interaction with customers, acknowledging feedback, and eventually turning negative sentiment into positive outcomes.
- Arbeit zitieren
- Linda Nguyen (Autor:in), 2010, Providing Customer Service by use of Social Media Channels (best practices), München, GRIN Verlag, https://www.hausarbeiten.de/document/183360
