We are active with many profiles and accounts on social networks such as Twitter, Facebook, Google+, Pinterest and YouTube. And for good reason. Because OTTO customers cannot handle or try on products before ordering, they expect good and credible information. On the one hand, they get it from OTTO’s product information at the web shop - through authentic comments and ratings from the social media community.
When users rate an item themselves or praise our customer service, it creates trust, and this is becoming more and more important when selecting retailers and products. The Allensbach Computer and Technology Analysis says 60 percent of German online shoppers use reviews or other users’ comments, forums or blogs to get information online about products and services.
For us, communication with customers has long been vital above and beyond this, as it gives us unfiltered information about what customers want and expect from us. At the same time we benefit from the critical comments we receive from social networks, and also answer complaints transparently, openly and in a dialogue of equals. This is the only way we can keep improving OTTO’s service quality and performance. Our social media profiles also help us reach new customers via, to whom we can introduce our brand and product ranges in the dialogue. Because of its enormous reach, Facebook is a particularly exciting channel for OTTO at the moment.
In early 2011 OTTO launched its own YouTube brand channel so it could also post interesting videos. Users will find commercials from the latest campaigns, background videos, interviews with interesting personalities as well as innovative competitions.
The issue of sustainable consumption is also reflected in the social media engagement by OTTO. On www.utopia.de we are represented since 2007 as a founding member with an own company profile, blogging on sustainability issues. Since fall 2011, we are also involved in www.savemynature.com and www.betterplace.org.
At OTTO, all of the new dialogue formats are mostly handled by internet-savvy staff members who feel at ease interact with the community daily. This approach is authentic and has been well received by fans and followers. In addition, there is a social media team at OTTO’s largest Customer Centre, which specifically deals with inquiries and complaints on social media platforms, 24/7. It goes without saying that data protection, in terms of privacy, is a high priority here. This is why we are constantly working on new developments and pressing ahead with them.