Update on 4/24: Here's the link to the recording of the seminar. Let us know what you think.
Update: Thanks to the hundreds of you who attended the seminar.
Please leave a comment and tell us what you thought. Or please fill out
our survey here. We'll post the link to the recording as soon as it is ready. Thanks!
This morning at 10 am Pacific we’ll host a seminar for marketers that looks at how companies can easily and quickly join their customers online in conversation. We’ll show many examples of companies that are already building their brands, nurturing relationships with customers, increasing sales and cutting costs through social media. The seminar will be led by Anil Dash, Chief Evangelist for Six Apart. If you haven’t signed up yet, you can do so here.
After the event, please check back here to get the link to the recording and to discuss the content. We’re interested in your experience with social media in marketing.
Comcast’s digital approach to customer support has certainly attracted a lot of positive media attention recently, from both mainstream and online outlets. What a contrast from a year ago, when a video of a Comcast repairman who accidentally dozed off on a customer's couch made the rounds in snickering blogs and emails. Congratulations to the Comcast team for starting to steer a very large ship away from a potentially endless negative current.
Check out the BusinessWeek article that covers a Twitter-ful afternoon with director of digital care Frank Eliason. Or the report by TechCrunch’s Michael Arrington last weekend of getting frustrated on the phone with Comcast customer’s support, only to find that a simple Tweet would deliver a solution to his problem in minutes.
Considering the company’s success on Twitter, it’s not surprising that they are augmenting their social media strategy by adding a blog to encourage longer-than-140-character conversations between Comcast customers and employees about all things Comcast.
The blog is called ComcastVoices, and it’s on Movable Type. It was launched just two weeks ago, and already the conversations are proving to be lively, informative, and respectful.
Let the folks at Comcast tell you directly what they’d like to achieve with the site:
For you marketing and customer support pros out there who might find the idea of such openness with customers a little daunting, here are a few things to note about the blog:
Comcast can set the tone and keep the conversation productive because this is their platform.
The “Rules of the Road” define expected behavior for the site. It’s very clear that comments are moderated by Comcast and that only polite, on-topic and respectful comments will be accepted.
The “About” page
tells customers what they can expect from the blog, and refers them
elsewhere for their personal support issues while encouraging them to
tell Comcast directly what’s important to them.
You can see the negative comments of some customers turning positive as they engage in conversation with employees. For customers, simply being heard goes a long way.
It’s hard to view Comcast as a monolithic, monopolistic behemoth when you see and hear from employees and executives directly.
As we mentioned, the blog is still young, so we wish Comcast as much success with it as they’ve had with their Twitter account. And we hope that other companies will be inspired to open up new conversations with their customers in the same way.