Date post: | 12-Jan-2015 |
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Technology |
Upload: | likeable-media |
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Two Ears and One Mouth:Using Social Media to Profitably
Listen to Customers
Mallorie Rosenbluth, Managing Director Likeable Media@MallorieRose
#Likeable
• The Evolution of the Business – Customer Relationship
• How to Leverage Social Media to Improve the Customer Experience
• Great Brands Doing Great Things
Agenda
We were mad men - selling, selling, selling
In the beginning…
Do these speak to you?
In the beginning…
• 1-800 customer service lines• Email support • Website chat support
But we evolved
We even WANT the feedback
But we evolved
What does this mean?
OH NO!
We are empowering our customers to be our brand advocates
But it’s ok…
Internet and Social Media are shifting the power AWAY from
editors, publishers, the establishment, NOW it’s the
PEOPLE who are taking control.
Today…
-Rupert Murdoch
How we’ve evolved
• Social media users are more discerning– hip to gimmicks and pushy sales tactics
• Traditional media interrupts while social joins
• Strong traditional media is bought, whereas strong social media is earned
…Or: What the heck am I doing?!
Getting started
When your company got started in social media did you:
A)Publish a Facebook page and cross your fingersB)Sit down with several members of your team to discuss goals and strategyC)Uhhh… we still don’t have a social media presence
Quiz Time!
You need a strategy!
• Improve the customer experience• Drive traffic to a website or store location• Raise brand awareness
Whether your goals are to:
And only your customers can do that
It’s all about positively impacting your bottom line.
Where are my customers?What are they saying?Who are they saying it to? How influential are these people in the space?
Step 1: Listen
Ask yourself:
Tools to help you
Step 2: Join the conversation
Facebook: The Facts
Americans generate 500 billion peer influence impressions per year with 62% of those on Facebook
The average Facebook user is connected to 80 community pages,
groups, & events
The number of minutes spent on Facebook per month is 500 billion
More than 30 billion pieces of content is shared on Facebook
each month
Twitter: The Facts
49% of monthly Twitter users follow brands or companies
67% of tweeters are more likely to purchase products from brands
they follow on Twitter
The average number of “tweets” per day on Twitter is
27 million
1/3 of Twitter users are more likely to recommend a brand after becoming a follower
But remember, you can’t communicate the same way on both platforms
If you start anywhere, start with Facebook & Twitter
Would you sell your products the same way in a TV commercial as you would in a print ad?
The message needs to match the medium
• What is your brand voice? • What does your audience care about?
Facebook Content 101
Take off your marketing cap… and think like a consumer
• Post ONCE per day• Respond to EVERYTHING (yes, everything)
• Address the negative• Highlight the positive
Facebook Content 101
The 4 most important words in social media are: “Thank You” and “I’m Sorry”
• Determine why you want to be on Twitter• Discover why people are talking about you in
the space• Leverage findings to create a detailed strategy
for posting original content and retweeting others
Twitter Content 101
• Post many times per day (recommended: 5 – 7)• Retweet great information
• Respond to @mentions• Rock the search functionality
Twitter Content 101
If someone is talking to you or about you – you have the opportunity to engage them.
Customer service isn’t just about fixing problems. It’s about acknowledging your consumer.
Best Practice for Responding
Let your findings guide the evolution of your strategy
(Yes, it should be evolving!)
Learning from the Process
Great Brands Doing Great Things:
Zappos•Goal: Employees with voice on social media
• Word of mouth = customer acquisition• Good service = customer retention
•Whole Zappo staff responds & engages with customers
Tasti D-lite
• Goal: reward customers who share experiences
• The 1st social media rewards program: TastiRewards - connected with Twitter, Facebook, and Foursquare
ComCast Cares
• Goal: To come out from behind Comcast logo
• @comcastcares reaches out to hundreds on Twitter everyday
• Personalized accounts ie @comcastbill & @comcastconnie make the interaction real
Questions?
Want to know more?
Likeable Social Media: How to Delight Your Customers,
Create an Irresistible Brand, and Be Generally Amazing on
(& other social networks)
Mallorie RosenbluthManaging Director, Likeable Media
Facebook.com/MrosenbluthTwitter.com/MallorieRose
[email protected](212) 660-2458
Likeable MediaFacebook.com/LikeableMedia
Twitter.com/LikeableMedialikeable.com