Monthly Archives: August 2012

Facebook Update – To Release a New Audience Targeting Feature

Expect a new audience targeting feature from Facebook next week. Looking at the update from the social networking giant, it looks it will allow advertisers to target users based on their contact information (currently email ids, phone number and UIDs) and will be made available through Power editor in the form of a list. 

Very much similar to how other targeting on Facebook works, with this new feature the advertiser gets the audience size of that matched audience group, like he does when he uses the ‘ads create tool’ currently.  Although the advertiser gets no new information about who sees their campaign and he does not get information from Facebook about which specific contact may have acted on one of his ads. Facebook will not collect any new information from the advertiser about his contacts. 

As per Facebook, this new audience targeting feature will be an effective new tool for advertisers to reach their customers on Facebook and will lead to more relevant ads for people who already have relationships with advertisers.

How are you going to use this new feature? Stay tuned for more from Facebook. Get in touch @ajaxjoshi

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Social Media KPI [Series] [#2]– Quantitative

Here comes the 2nd one in the series. Going on to the next step after you have decided and started measuring for Awareness and Engagement both on the Home Base and the Out Posts – The Digital Touch Points.

It’s not about what you do on your outposts (social community/accelerator networks) but also the touch points that lead your users/followers/consumers to it. The Digital Touch Points!

Digital Touch Points

 

List down KPIs for all the touch points and get them into your measurement and analysis grid. These with the earlier ones, together will provide tremendous insights. You might have offline also in your outreach program, if so, add them too. How people are interacting with you is what you had covered, now this one lets you know on where they are interacting and if they are hoping on from one to another – and in the process taking the conversations across touch points.

Thoughts? Looking forward to your comments… reach me @ajaxjoshi

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Customer Service in 140 Characters

ImageTwitter is good… but how can you make it Great for yourself is up to you. In this post I would list out why we should use Twitter and its mechanics to provide customer service. All in real time, in the moment – we can receive responses and resolutions without holding on listening to music or keying in numbers in response to the IVR. Here why we should adopt it:

  1. Reduce the size of the support team and control costs. For long we have been trying to put our customers to use the IVR, dissuading them from talking to our phone executives. A Twitter listening station would not only help us respond to customers but also identify and reach out to issues, problems or delight that are not directed at us while on phone.
  2. Learn from customers’ repetitive questions to improve our product and service offerings. Repetitive questions on the phone versus the same coming on Twitter, you take your pick – a source of tremendous insights across for teams to make our offerings better.
  3. Replace FAQs with interactive software. All integrated to Twitter, helping us get back faster and with objective resolutions. Take away the dullness for our people and have our customers know that they can help themselves which as humans we all do first before we reach out for help.
  4. Provide support throughout the sales process. Very important that we are able to handhold, guide or just be their to help make out prospects make that buying decision in our favor, particularly for the ones who navigate away before they might complete a transaction.
  5. Focus on high-value customers and questions. With the right system in place the team can concentrate on the most valuable and influential customers who are asking questions and are most like to lead to add-ons, up-sells, cross-sells, accessories sales, service contracts and training offers.

Thoughts? Feedback? Looking to hear from you in comments or @ajaxjoshi

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