5 Ways to Winning Customers on Social Media (ASME Digital Marketing Seminar 30 Sep 2014)

transcript

5 Ways to Winning Customers via Social Media

Lecturer, Enterprise Social BusinessInstitute of Systems Science, National University of Singapore

By Chia Han-Leon

The Institute of Systems Science was set up in 1981 to enlarge the talent pool of trained computer professionals and to educate senior executives and decision-makers on computerization.

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Digital Marketing for Sustainable Growth 30 Sep 2014

The Five Ways1. Know where your customers are.

2. The 40:40:20 rule.

3. Give customers opportunity to shine.

4. Be the expert.

5. The Customer INSIDE – your boss and colleagues.

Image Credit: deathtothestockphoto.com

1. Know where your customers are.

Five Ways to Winning Customers via Social Media

1. Know Where Your Customers Are

Image courtesy of freedigitalphotos.net / photoraidz

Which channel? The channel you want/like may or may not be appropriate for your business.

Where is your customer active?

Do they use the same social media?

So, don’t bark up the wrong tree.Review and focus your efforts on the right channel(s)

Illustration by Emily Chen http://www.thedadproject.com/?p=1557

You can also target different segments on multiple different platforms.

Photo credit: http://www.joeverasrestaurant.com/

<< ISS Facebook PageMainly targets post-grad students

ISS Twitter @ISSNUS >>Mainly targets professionals

… Be aware of Facebook’s constantly changing newsfeed algorithm.

Once you know where your customers are…

1. Facebook does not show your post to all fans.2. Facebook rewards good content with greater

reach, and lousy content with less reach.

Good content is a must, and it is also our responsibility.

(As “unfair” as it may seem).

It is important therefore that you:

1. Review your reach statistics (in Facebook Insights)

2. Review your content strategy

3. Produce good content

4. Drive engagement

5. Invest in (a little) advertising

2. The 40:40:20 Rule

On most channels, all hard sell and no “play” is a major turn off.

40% RELATED CONTENTThings of relevance to your product but no hard sell.

40% VALUE-ADD CONTENTContent that gives or creates value to the community or members.

20% HARD SELL

The RuleSocial Media Version

First 40% : Related ContentContent of relevance to your product but no hard sell.

• What relates to your product but is NOT your product?• Broaden everyone’s horizons, shows that you “know” your stuff. • Has direct value to YOU.

You sell this product (toys)

Also reference a related topic (childcare, play).

Second 40% : Value-Add ContentContent that creates or adds value to the customer.

• Useful content that everyone appreciates. (No relation to your product needed.)

• Improves the experience of using your product/service.• Has direct value to customer.

Value Content 40%: Examples1. Tips, Guides, Solutions.2. Humour and “viral” content.3. Improves the experience of using your product or

service.4. Feature your community or individual members.5. Giveaways

20% : HARD SELL

Traditional hard sell:• Promotions, discounts, sales.• Reviews, write-ups, photos of your own

products/events.• Awards/accolades that you won.

It often pays to diversify your content and think beyond brand and product.

3. Give Customers Opportunities to Shine

Let customers show off your products, your logo, your services, shop, people, etc.

Common example: sample reviews.

Entice with #hashtags

Photo Credit: http://cheowster.blogspot.sg/2014/05/celebrate-mothers-day-with-swee-heng.html

Create photo opportunities.

Photos Credit: http://comeseetoys.blogspot.sg/ Photo Credit: https://www.facebook.com/singaporenavy

Facilitate content that people want/need/must(!)share.

Photo Credit: Sony Pictures Singapore / Spiderman 2 gala premiere

Ultimately, in social media, you want the customer to help you to sell YOU.

The social paradigm is never one-sided or “alone”.This is the key to community sustainability.

4. Be the Expert

Don’t just sell your product, sell yourself as its expert.

If you sell something “ordinary” … like air-cons

You could also post about:

Aircons in CarsCooling in Buildings Haze care/global warming

Follows the 40:40:20 rule.

Science, Physics, ChemistryAircon servicemen/staff

Beautiful landscapes

This creates credibility, a vital ingredient in social media engagement and branding.

5. Mind the Customer Inside

Your boss and colleagues are also your social media

“customers”

Social media is often a challenge within the organization.

Does management question you?

Do you have (no) budget?

Do colleagues help with engagement?

1. “What is your strategy?”

Prepare answers for your aims, objectives, target audience, choice of channels, etc.

2. Management Participation

Or lack of it.

A supportive and participative management is a huge bonus. Get them involved.

Image Credit: politico.com

3. What is your ROI / KPI ?

Statistics Social Testimonials

Sustainability in Social Media

Illustration by Sacramento Design http://www.sacdesignet.com/

Winning customers’ hearts online goes beyond today’s sale; via social, you can influence future customers.

THANK YOUNICF Online Community Management for Social Media (2-day course, 17-18 Nov)

Also: Social Media Marketing / Social Media Analytics / Social Media for B2B

For more info: iss.nus.edu.sg