CTAM EUROSUMMIT ’10 – BUDAPEST. Social media can be a good source of marketing, but it can also be a good customer care tool, according to Ola Eriksson, Com Hem’s social media editor.
Eriksson said cablecos could be proactive, by monitoring not just the high profile sites such as Twitter and Facebook but also those frequented by often-vocal early adopters and technical enthusiasts. “We don’t always solve the problem right away, we can often make a positive impact just being there and telling them we’re working on the problem.”
Kevin van der Straeten, online TV manager, Telenet explained how the Flemish cableco’s online customer service agent ‘Charlotte’ proactively responds to comments posted on Facebook. Detailing the launch of the operator’s new remote recording programme over Twitter, van der Straeten said that 10,000 registrations came from a Twitter-based marketing campaign. “When I went into pub that evening in Antwerp I heard people already talking about it. The product we were launching was targeting early adopters and we know that the audience was on Twitter.
David Noone, director of strategy solutions at Convergys, introduced the concept of the ‘social media multiplyer’ in that that 45 people will typically read a comment or Tweet. “Just reading about it is not too important, but comments you made two years ago are still available if you do a search on Google.”
