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On social media, a winning strategy is not just where the business makes customers happy, but also where customers make more customers happy. In this talk, find out different approaches you can take on customer satisfaction and retention to optimize your social media engagement.
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/40©2014 except where indicated. Digital Marketing for Sustainable Growth 30 Sep 2014 1
5 Ways to Winning Customers via Social Media
Lecturer, Enterprise Social BusinessInstitute of Systems Science, National University of Singapore
By Chia Han-Leon
/40©2014 except where indicated. Digital Marketing for Sustainable Growth 30 Sep 2014 2
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.
ISS is a specialty school of the National University of Singapore (NUS)
/40©2014 except where indicated. 3
Our Programmes and ServicesInnovation & Enterprise IT
IT-Enabled Innovation and Productivity Service Innovation
Enterprise Business Analytics
Enterprise Social Business
Enterprise IT Business Analysis
Strategic IT Management
IT Project Management
IT Service Management
IT Risk Management
Software Engineering
Advanced Software Design & Development
Intelligent Systems (Knowledge Engineering)
Research Services
Consulting Services
e-Government Leadership Centre (eGL)
Graduate Programmes Graduate Diploma in Systems Analysis
Masters of Technology Software Engineering
Knowledge Engineering
Enterprise Business Analytics
For more info: www.iss.nus.edu.sg
Digital Marketing for Sustainable Growth 30 Sep 2014
/40©2014 except where indicated. Digital Marketing for Sustainable Growth 30 Sep 2014 4
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
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1. Know where your customers are.
Five Ways to Winning Customers via Social Media
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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.
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Where is your customer active?
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Do they use the same social media?
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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
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You can also target different segments on multiple different platforms.
Photo credit: http://www.joeverasrestaurant.com/
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<< ISS Facebook PageMainly targets post-grad students
ISS Twitter @ISSNUS >>Mainly targets professionals
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… Be aware of Facebook’s constantly changing newsfeed algorithm.
Once you know where your customers are…
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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).
Image Credit: deathtothestockphoto.com
/40©2014 except where indicated. Digital Marketing for Sustainable Growth 30 Sep 2014 14
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
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2. The 40:40:20 Rule
Five Ways to Winning Customers via Social Media
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On most channels, all hard sell and no “play” is a major turn off.
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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
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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).
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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.
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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
Image Credit: deathtothestockphoto.com
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20% : HARD SELL
Traditional hard sell:• Promotions, discounts, sales.• Reviews, write-ups, photos of your own
products/events.• Awards/accolades that you won.
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It often pays to diversify your content and think beyond brand and product.
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3. Give Customers Opportunities to Shine
Five Ways to Winning Customers via Social Media
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Let customers show off your products, your logo, your services, shop, people, etc.
Common example: sample reviews.
Image Credit: deathtothestockphoto.com
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Entice with #hashtags
Photo Credit: http://cheowster.blogspot.sg/2014/05/celebrate-mothers-day-with-swee-heng.html
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Create photo opportunities.
Photos Credit: http://comeseetoys.blogspot.sg/ Photo Credit: https://www.facebook.com/singaporenavy
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Facilitate content that people want/need/must(!)share.
Photo Credit: Sony Pictures Singapore / Spiderman 2 gala premiere
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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.
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4. Be the Expert
Five Ways to Winning Customers via Social Media
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Don’t just sell your product, sell yourself as its expert.
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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
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This creates credibility, a vital ingredient in social media engagement and branding.
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5. Mind the Customer Inside
Five Ways to Winning Customers via Social Media
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Your boss and colleagues are also your social media
“customers”
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Social media is often a challenge within the organization.
Does management question you?
Do you have (no) budget?
Do colleagues help with engagement?
Image Credit: deathtothestockphoto.com
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1. “What is your strategy?”
Prepare answers for your aims, objectives, target audience, choice of channels, etc.
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2. Management Participation
Or lack of it.
A supportive and participative management is a huge bonus. Get them involved.
Image Credit: politico.com
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3. What is your ROI / KPI ?
Statistics Social Testimonials
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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.
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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