Social Media & Customer Service The Fall and Rise of a Customer Service Brand

1. Social Media & Customer ServiceThe Fall and Rise of a Customer Service Brand Josh Friedman May 9, 2012 Social Media Thought Leadership #UWSMC

2. Poll: Who is the Worst Company in America?

3. http://consumerist.com/

4. The Worst Company in America? 2012: Electronic Arts (runner-up: Bank of America) 2011: BP (runner-up: Bank of America) 2010: Comcast (runner-up: Ticketmaster) 2009: AIG (runner-up: Comcast) 2008: Countrywide (runner-up: Comcast)

5. Comcast • Brand Identity: “Comcast will deliver a superior experience to our customers every day. Our products will be the best and we will offer the most customer-friendly and reliable service in the market.” - The Comcast Credo http://www.comcast.com/corporate/About/CorporateInfo/Credo.html

6. Comcast • Brand Image: “…gigantic, blundering, greedy, arrogant corporate monstrosity.” - Bob Garfield Comcast Must Die blog http://comcastmustdie.blogspot.com/2007/10/how-to-use-this-blog.html

7. Comcast’s Social Media Spiral • June 20, 2006: “The Sleeping Tech” goes viral http://www.youtube.com/watch?v=CvVp7b5gzqU • October 4, 2007: The Hammer Lady Attacks http://www.washingtonpost.com/wp-dyn/content/article/2007/10/17/AR2007101702359.html • Comcast Must Die blog is launched http://www.comcastmustdie.com/

8. Comcast’s Social Media Spiral • http://comcastsucks.org/ • http://comcastsucksballs.blogspot.com/ • https://www.facebook.com/pages/COMCAST-SUCKS/

10. Comcast’s Social Media Turnaround • Be proactive; don’t hide from the problem • Be human • Empower individuals to engage your customers directly • Use tools like Hootsuite to listen to your customers (and everyone else) and catch problems before they escalate • Apologize, and then fix the problem!

11. Social Media Customer Service Josh Friedman @Joshua_Friedman http://joshuapfriedman.wordpress.com/