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DESCRIPTION
The modern customer is smart, engaged, and has already researched your product and you. They are well connected, and present on many different channels and platforms. So how do they want to be talked to? They don’t. Modern customers want you to talk with them. They want to talk with you. But as a marketer, what does this relationship look like? Is it your job to continue to engage and educate them? In this webinar, we’ll get to know the 21st century customer and how marketers need to adapt to keep them happy. Join our panel of experts to talk about: -Identifying your social strengths and weaknesses. -Integrating old-fashioned, human touch techniques with modern customer service. -Customizing engagement opportunities to your customers, brand, products, and services. -Choosing the best social channels and platforms for your company to connect with customers. -Connecting authentically with customers and prospects depending on the channel and platform.TRANSCRIPT
Who is the Modern Customer? How Do They Want You to Talk to Them?
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Our SpeakersPaige Musto is director of communications at Act-On Software. In her role she oversees analyst relations, public relations, social media, and event marketing. She brings 10 years of experience managing communication programs at high technology companies in the IT Security and SaaS industries. She holds a BA in Communication from the University of California at Davis, and an MBA from Cal State University, East Bay. @PR_Maven
Stephanie Scott is Social Media Specialist at American Airlines. Stephanie oversees community management and content strategy for the company’s social channels, including Facebook, Twitter, Google+ and Instagram. Prior to joining American Airlines, Stephanie was Senior Account Executive at Weber Shandwick and Social Media Manager at Balcom Agency. Stephanie also founded the Social Media Club of Fort Worth in July 2010 with the goal of bringing together social media enthusiasts to advance learning. @stephaniescott
Andrew Ashton is an Analyst on The Social Hive Team at Yum! Brands focusing on global social listening and insight implementation for KFC, Taco Bell and Pizza Hut. The team has trained over 500 associates worldwide on using a sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer insights and customer service. Further, The Hive provides real-time insights, analysis, engagement opportunities and content to the brands and other functions. Andrew also serves on the board of Best Buddies of Kentucky as the Communications Committee Chair. Previously, he was the Communications Manager for a non-profit organization serving Indiana. Andrew is an Indiana University School of Journalism Alumni. @AndrewLAshton
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
WHO IS THE MODERN CUSTOMER?
CUSTOMERS TODAY EXPECT CUSTOMER SERVICE OVER SOCIAL CHANNELS
SOCIAL AS A SUPPORT CHANNEL
2013 Social Media Review
04/07/2023 Social Media at American AirlinesStephanie Scott
Social Media Specialist
@stephaniescott@americanair
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About Me
• Oversee community management and content strategy across American Airlines’ nine social networks
• Worked in social media since 2009 for agencies and corporation
• Tweet me at @stephaniescott
• #SMTLive
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Our Digital FootprintAmerican Airlines Social Channels
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Our Team Structure
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Social Customer Experience Social Customer Engagement
Social Insights
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Our Social Strategy:
“Build relationships in the spirit of the new American.”
Define the social customer experience withauthentic conversation, real-time resolution, energyand inspiration.
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ANDREW ASHTONSOCIAL MEDIA ANALYST, YUM! BRANDS
GLOBAL REPUTATION MANAGEMENTMARKETINGCUSTOMER SERVICECONSUMER INSIGHTS
• LAUNCHED LAST YEAR• NETBASE SOCIAL LISTENING
PLATFORM• 42 LANGUAGES, 120 MARKETS, 500+
USERS AND A REPORT DISTRIBUTION OF OVER 600 INTERNATIONAL ASSOCIATES
WHO IS THE MODERN CUSTOMER?
HOW DO WE REACH THE MODERN CUSTOMER?• PRIORITIZED INFLUENCER ENGAGEMENT• RESPONSIVE AND RESPONSIBLE SOCIAL CUSTOMER SERVICE• MULTI-LAYERED TEAMS, THINK LOCAL / ACT GLOBAL• THE RIGHT PIECES, LIVE MAS• RELATE TO THEM SO THAT THEY CAN TRUST YOU• COLLABORATION AND TRANSPARENCY• TEMPERED EXPECTATIONS BY BRAND/PLATFORM
HOW DO WE ENGAGE?
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Our SpeakersPaige Musto is director of communications at Act-On Software. In her role she oversees analyst relations, public relations, social media, and event marketing. She brings 10 years of experience managing communication programs at high technology companies in the IT Security and SaaS industries. She holds a BA in Communication from the University of California at Davis, and an MBA from Cal State University, East Bay. @PR_Maven
Stephanie Scott is Social Media Specialist at American Airlines. Stephanie oversees community management and content strategy for the company’s social channels, including Facebook, Twitter, Google+ and Instagram. Prior to joining American Airlines, Stephanie was Senior Account Executive at Weber Shandwick and Social Media Manager at Balcom Agency. Stephanie also founded the Social Media Club of Fort Worth in July 2010 with the goal of bringing together social media enthusiasts to advance learning. @stephaniescott
Andrew Ashton is an Analyst on The Social Hive Team at Yum! Brands focusing on global social listening and insight implementation for KFC, Taco Bell and Pizza Hut. The team has trained over 500 associates worldwide on using a sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer insights and customer service. Further, The Hive provides real-time insights, analysis, engagement opportunities and content to the brands and other functions. Andrew also serves on the board of Best Buddies of Kentucky as the Communications Committee Chair. Previously, he was the Communications Manager for a non-profit organization serving Indiana. Andrew is an Indiana University School of Journalism Alumni. @AndrewLAshton
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
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