Archive for the ‘bill gerth’ tag
Comcast and service are two words that have been closely aligned and analyzed since Frank Eliason initiated the @ComcastCares program on Twitter. Eliason built a new channel for engaging customers to solve their problems. More importantly, he also developed a new infrastructure at Comcast to learn from their experiences. Frank has since joined CITI, but before his departure, he solidified the future of @ComcastCares by placing it in the hands of Bill Gerth and Kip Wetzel. Under the direction of Gerth and Wetzel, Comcast’s social customer service program continues to develop a culture of customer-centricity. At the same time, the team is leading internal efforts to transform products, processes, and services to not just respond to negative experiences, but also improve them to eliminate problems in the future.
Kip Wetzel, Sr. Director Social Media Servicing & Strategy, Comcast joins (R)evolution to share Comcast’s vision for service and why customer service becomes a key that unlocks a new generation of customer relationships.
This episode was recorded during the SalesForce Social Advisory Board meeting in San Francisco. Participants included brand managers from the likes of Disney, Livingsocial, P&G, Nissan, SunTrust, Dunkin Donuts, Get Satisfaction, and VW, we address the need for businesses to not only react to conversations but also lead them.
Please take some time to watch the episode and share your thoughts with us…
Season 2 – Episode 10
S2E1: How Mercedes Benz Successfully Uses Social Media to Engage
S2E2: Technorati’s Richard Jalichandra on the State and Future of Social Media
S2E3: Guy Kawasaki on the Art of Enchantment
S2E4: Adly CEO Arnie Gullov-Singh on the Social Era of Celebrity Endorsements
S2E5: Filmmaker and Webby Awards Founder Tiffany Shlain
S2E6: Jim Louderback, Revision3 CEO on the Future of Broadcast and Web Television – Part 1 of 2
S2E7: Jim Louderback, Revision3 CEO on the Future of Broadcast and Web Television – Part 2 of 2
S2E8: Marcel LeBrun of Salesforce Radian6 on the Future of Social Media Monitoring
S2E9: Our Digital Society in the Next 30 Years: An Interview with John Battelle
Watch Season One on YouTube
Now on iTunes!
I have become a believer in taking care to draft the role and voice of a brand in social media. Even the best examples of actual real people behind brands – Frank Eliason when at Comcast Cares and Jenny Cisney at Kodak play some type of role consciously or unconsciously for the brands they represent(ed).
Frank was (and is at Citi) a 'customer champion.' His interventions online in the name of customer service for Comcast went beyond just reactive service. Now Bill Gerth follows in his footsteps. Jenny is more like a cheerleader (she is more than a cheerleader, too) where she celebrates what others do and say about Kodak and routinely gives them something to cheer about.
As part of the discipline of defining the social brand (described in this previous post), we can use the discipline of branding to understand and articulate how the brand can participate in social media – platforms like Facebook, YouTube, Instagram, FourSquare, Twitter and more. This is the role that brand plays that serves both customers/stakeholders and the brand itself.
Choose from the list below (1-2 choices only but they can vary per platform). Are you:
A friend – few brands can pull this equal-footing role. Brands with real human personalities like many small businesses might make it work
An enabler – service brands who want to help customers reach their potential
A steward (for a community) – many software companies pull this off by helping steward a community vs. drive a conversation
A brand concierge – also good for service brands yet more about matching needs with services (vs. the enabler)
A cheerleader – enthusiastic support for customers and customer evangelists
An entertainer – showing folks a good time
A customer champion – relentlessly in support of the customer
A coach – helping people learn new skills or behaviors
A club host – welcoming people into an 'insider' experience
A deal distributor – many price brands prefer to just deliver "values" without much personality
I am certain there are others as well as variations within each. The point is not to be slavish to one single choice but rather to be conscious and mindful of the role you play. Take a look at two examples from retail: H&M and Victoria's Secret Pink. Each has a big following on Facebook about 7M to 10M. When you look at their posts something is clear:
The Social Team at H&M also give our deals but do it without much of the insider or host sensibility. If they are not careful, they may simply be the deal distributor reducing the wall to deals and photos only.
What role will your brand play?