oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketing Can Get You Files

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How Customer Lifecycle & Social Media Marketing can get you

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Visit us: www.performable.comCall us: 1-888-268-6035

Today’s Presenters

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Joshua PorterVP of Customer Experience

Contact info:[email protected]

Laura FittonCEO

Contact info:@[email protected]

http://performable.com/


Webinar Logistics

Today’s webinar will be recorded and you will receive an email link to it.

Please enter your questions in the Question box. We will answer as many as possible at the end of the presentation.

If you are have technical difficulties, try logging back in or using a different browser

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Agenda

Webinar (30 – 40 minutes)

Today’s Sophisticated Customer

Today’s Marketing Landscape

Lifecycle Marketing & The Holistic Customer Experience

How critical Social Media is in the overall customer experience

Final thoughts

Q&A (15 minutes)

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Today’s Sophisticated Customer


Today’s Customer is Multi-Platform

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Mobile&

SMS

Retail

Traditional Web

email

Social Media

Wordof

Mouth



Today’s Customer is Multi-Channel

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Twitter

Facebook

Search

email

Direct Mail

Affiliate

Display



Importance of Customer Experience

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It costs 5 times more to acquire a new customer than it does to keep an existing one.

Happy customers spend more.

70% of people leave because of bad service, not a bad product.

The most successful companies of the networked era are service-oriented (customer and self-service).


Today’s Marketing Landscape


Focused on Acquisition & Awareness

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Stops at the sale. Nothing after

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Visited Site

Emailed Question Phone Response Purchase Product

Clicked on Ad



Suffers from additional problems

Ineffective sales tactics – getting new customers is the primary goal, happy customers is not.

Too much focus on interrupting people – At best it is unrequested advertising. At worst its annoying and hurtful.

Too much focus on getting found – It all ends up as hand waving… hey look at me.

Too much focus on the “sales funnel” – customer acquisition does not work like a conveyor belt.

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Lifecycle Marketing & The Holistic Customer Experience


Optimize every interaction

We believe in optimizing your customer's experience through its entire lifecycle, from the moment they first hear about you to the moment they passionately tell others how great you are. We call this Lifecycle Marketing.

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Evaluate Brand Marketing Channels

How did my best customers first discover my business?

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Grade Acquisition Marketing

What was the last touch that resulted in a purchase?

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Understand the Sales Cycle

How long does it take a visitor to purchase a plan?

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Discover your Business’ Funnel

What content & multi-channel events lead to conversion?

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Replicate your Best Customers

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Identify your best customers

Chart their path of touch points with your company across all channels

Understand what made their customer experience exceptional and replicate it for future customers


How critical Social Media is in the overall customer experience


Why Social Media?

Prospective customers are asking their friends about your industry, your brand and the problems you solve

Your future customers are the friends and friends of friends of your current customers, if your current customers are happy.

They’re also Googling for information about you and your industry – not to read your marketing copy but to find out what real people think

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The Social Sales Funnel

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The tools you’ll need: http://14t.me/socsales



The Social Sales Funnel

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The tools you need: http://bit.ly/socsales

The tools you’ll need: http://14t.me/socsales



Be Useful! Create great content

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Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars

Cover things your prospective customer cares about and needs to know.

Tool tip: Try Disqus for blog comments:

encourage social sharing

engage prospects

organize email addresses


http://14t.me/1c2YnV


Be Useful! Curate great content

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Resist “NIH” syndrome (not invented here) don’t try to generate all the content yourself

Be a one-stop-shop resource for related customer needs

“Do what you do best and link to the rest!” -@jeffjarvis

http://14t.me/curatecontent



Brand Monitoring…

Start here: Monitor search terms for your brand + two competitors in Tweetdeck

Filter and prioritize your Google Alerts

Monitoring + Social CRM:

BlueCamroo’s “social network scout” discovers people talking about your brands and keywords

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… and Social CRM

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Get involved -- where your customers already hang out

Keep in touch throughout the Customer Lifecycle with Social CRM tools

-- save searches, track deals, manage contacts & projects

TIP: Choose a Social CRM tool with many different integrations



Find & Keep Your Influential Customers

measure influence on the social web

identify influencers by brand, product and industry

find local influencers

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Evangelism: Mobilize your Advocates Involve your community! Shine attention on

advocates with attention, warmth and a little “VIP” treatment

@replies & RT’s (retweets)

remembering their names and interests)

contests

TIP: Run a contest:

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Final Thoughts and Q&A


The Customer Lifecycle & Social Media

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Social Media plays a vital role at each stage of the customer lifecycle


Thank you… Questions?

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Joshua PorterVP of Customer ExperienceCall us: +1 888-268-6035Follow us: @Performablewww.performable.com

Laura FittonCEOFollow us: @onefortywww.oneforty.com