Transcript
Page 1: From Stalled Social Media to Engaged Customers

Six Steps to Turn a Stalled Social Media Campaign Into Your

Customer Engagement Strategy

November 11, 2010

Page 2: From Stalled Social Media to Engaged Customers

The Fastest Growing Marketing Channel

The latest research from Forrester cites social media

as the fastest growing marketing channel, expected to reach $3.1

billion by 2014.

2010 Customer Insight Group, Inc. All rights reserved.

Page 3: From Stalled Social Media to Engaged Customers

Use Social Media to Achieve Your Business Objectives

A majority of marketing professionals now claim social media is “invaluable” to their business…

…yet, many are still failing to profit from social efforts.

IncreaseProfits

Customer Loyalty

Brand Advocates

Realize ROI

2010 Customer Insight Group, Inc. All rights reserved.

Page 4: From Stalled Social Media to Engaged Customers

Gain Value from Your Social Media Investments

Companies who have profited from social media are

twice as likely to have a FORMAL STRATEGY.

Make the shift from just having a “social presence” to supporting actual business objectives and engaging customers.

Companies haveGAINED REAL VALUE from significant strategic

efforts.

Companies who have gained value from just

“experimenting.”

52%13%

2010 Customer Insight Group, Inc. All rights reserved.

Page 5: From Stalled Social Media to Engaged Customers

You Can Reap Measurable Benefits from Social Media

CUSTOMER ENGAGEMENT

BRAND AWARENESS

BRAND ADVOCACY

LEAD GENERATION

INCREASED SALES

INCREASED SEARCH ENGINE RANKINGS

What do you want your social media strategy to achieve?

2010 Customer Insight Group, Inc. All rights reserved.

Page 6: From Stalled Social Media to Engaged Customers

Six Steps to Harness the Power of Your Social Media Strategy

Identify Your Objectives

Identify Your Target Audience

Find the Conversations

Integrate Into Your Existing Communications

Join the Conversations

Measure

1

2

3

4

5

6

2010 Customer Insight Group, Inc. All rights reserved.

Page 7: From Stalled Social Media to Engaged Customers

1. Identify Your Objectives

Determine how you will measure

success.

Set objectives to “BE” social, rather than “DO”

social.

Align social media objectives with business

objectives.

OBJECTIVES FIRST, TOOLS LATER

2010 Customer Insight Group, Inc. All rights reserved.

Page 8: From Stalled Social Media to Engaged Customers

What Are Your Social Media Objectives?

Drive brand loyalty. Drive brand to customers’ “top-of-mind.” Engage high-vale, profitable and loyal customers. Foster brand advocacy. Strength the customer’s emotional connection with the

company. Create a sense of community. Develop opportunities for audience to engage

meaningfully with company. Elevate customers’ relationship beyond products and

price. Engage customers in the buying process.

2010 Customer Insight Group, Inc. All rights reserved.

Page 9: From Stalled Social Media to Engaged Customers

Six Steps to Create Your Customer Engagement Strategy

Identify Your Objectives

Identify Your Target Audience

Find the Conversations

Join the Conversations

Measure

1

2

3

4

5

6

Integrate Into Your Existing Communications

2010 Customer Insight Group, Inc. All rights reserved.

Page 10: From Stalled Social Media to Engaged Customers

2. Identify Your Target Audience

Who do you want to

engage?

What do they have in

common?

How do they use your

products?

Your defined objectives will help determine specific audiences.

2010 Customer Insight Group, Inc. All rights reserved.

Page 11: From Stalled Social Media to Engaged Customers

Identify Your Objectives

Identify Your Target Audience

Find the Conversations

Integrate Into Your Existing Communications

Join the Conversations

Measure

1

2

3

4

5

6

Six Steps to Create Your Customer Engagement Strategy

2010 Customer Insight Group, Inc. All rights reserved.

Page 12: From Stalled Social Media to Engaged Customers

3. Find the Conversations

When you know what your customers are saying, you can better know what they want and value.

2010 Customer Insight Group, Inc. All rights reserved.

Page 13: From Stalled Social Media to Engaged Customers

Use Tools to Learn What Your Customers Are Saying

SOURCE IDEAS. FOSTER INNOVATION.

REALIZE PAIN POINTS. LEARN FIRST HAND WHAT YOUR

CUSTOMERS WANT.

2010 Customer Insight Group, Inc. All rights reserved.

Page 14: From Stalled Social Media to Engaged Customers

Identify Your Objectives

Identify Your Target Audience

Find the Conversations

Integrate Into Your Existing Communications

Join the Conversations

Measure

1

2

3

4

5

6

Six Steps to Create Your Customer Engagement Strategy

2010 Customer Insight Group, Inc. All rights reserved.

Page 15: From Stalled Social Media to Engaged Customers

4. Join the Conversations

It is a simple process.

Join the two-way conversation.

Utilize appropriate networks.

Provide relevant content.

Increase brand awareness.

Foster customer loyalty.

2010 Customer Insight Group, Inc. All rights reserved.

Page 16: From Stalled Social Media to Engaged Customers

Identify Your Objectives

Identify Your Target Audience

Find the Conversations

Integrate Into Your Existing Communications

Join the Conversations

Measure

1

2

3

4

5

6

Six Steps to Create Your Customer Engagement Strategy

2010 Customer Insight Group, Inc. All rights reserved.

Page 17: From Stalled Social Media to Engaged Customers

5. Integrate Into Your Existing Communications Plan

Social media messaging should be integrated across traditional customer touch points.

TRADITIONA

L MEDIA

DIRECT

MARKETING

INTERNET

MARKETING

LOYALTY

MARKETING

EMAIL MARKETING

SOCIAL MEDIA

2010 Customer Insight Group, Inc. All rights reserved.

Page 18: From Stalled Social Media to Engaged Customers

5. Integrate into Your Existing Communications Plan

DON’T KNOW

RUN AS AD-HOC PROGRAMS

RUN AS SILOED CAMPAIGNS

RUN AS INTEGRATED CAMPAIGNS

41%35%

17%7%

Examine your current campaigns to strategically determine the existing touch points where social media can be integrated.

Messages should be mirrored through your social media campaigns on a weekly basis.

Which of your current programs is:

Integrated? Siloed? Ad-hoc?

U.S. Companies’ Social Media Tactics

December, 2009

2010 Customer Insight Group, Inc. All rights reserved.

Page 19: From Stalled Social Media to Engaged Customers

Identify Objectives

Identify Target Audience

Find the Conversations

Integrate Into Your Existing Communications

Join the Conversations

Measure

1

2

3

4

5

6

Six Steps to Create Your Customer Engagement Strategy

2010 Customer Insight Group, Inc. All rights reserved.

Page 20: From Stalled Social Media to Engaged Customers

1. DEFIN

E

2. AUDIT

3. ASSES

S

4. PRIORITIZE

6. Measure

To measure success, first remember the objectives you are trying to achieve.

Four ways to determine engagement metrics that are crucial to your business model and customer buying processes:

2010 Customer Insight Group, Inc. All rights reserved.

Page 21: From Stalled Social Media to Engaged Customers

Visitors, Source

of traffic

Interaction

Virality

Network Size

[Followers, Fans,

Members]

Sales

Leads

Search Engine

Marketing

Brand Metrics

PR

Customer

Engagement

Retention

Profits

Social Media Metrics

2010 Customer Insight Group, Inc. All rights reserved.

Page 22: From Stalled Social Media to Engaged Customers

Identify Objectives

Identify Target Audience

Find the Conversations

Integrate Into Your Existing Communications

Join the Conversations

Measure

1

2

3

4

5

6

Six Steps to Create Your Customer Engagement Strategy

2010 Customer Insight Group, Inc. All rights reserved.

Page 23: From Stalled Social Media to Engaged Customers

Social Media: Your Customer Engagement Strategy

With more than 73% of the U.S. population engaged with social media, social media is a tool you can use to build brand loyalty and advocacy. With the help of Customer Insight Group, there is still time in 2010 to transform your stalled social media strategy into your customer engagement strategy.

Call us today: 303.422.9758!

2010 Customer Insight Group, Inc. All rights reserved.

Page 24: From Stalled Social Media to Engaged Customers

Sallie Burnett, President

Customer Insight Group, Inc.

Email: [email protected]

Phone: 303.422.9758

Customer relationships—Engage. Keep. Grow.Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our client experience includes: Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Spencer Gifts, Tommy Hilfiger, Ulta, as well as various other leading companies.


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