Customer Acquisition in the Digital Age: Using Social Media to Connect and Convert

USING SOCIAL MEDIA TO

CONNECT AND CONVERT

CUSTOMERS

Customer Acquisition in the Digital Age

Erica Nardello, Social Media Supervisor at LevLane

Facebook followers are…

80% more likely to be brand users

than non-followersSyncapse “The Value of a Facebook Fan 2013: Revisiting

Consumer Brand Currency in Social Media”

And Twitter followers are…

64%more likely to buy products from

brands they followErin Richards-Kunkel, Yahoo! Small Business

So what do you need to know?

© Mikael Wiman

FIVE THINGS ENTREPRENEURS

NEED TO KNOW ABOUT SOCIAL

THIS ISN’T HIGHLANDERthere is not only one

In 2014, 52% of internet users were

using two or more of the five major social

networks – up from 42% in 2013.Pew Research “Social Media Update 2014”

The right platform & content mix

matters

The right platform & content mix

matters

FOLLOW THE CONVERSATIONthen join it

Online conversations are everywhere

And sometimes they’re in the

places you least expect…

In 2014, we discovered that our

Massage Envy Spa clients were

missing nearly 40% of online

reviews because they weren’t

monitoring the platforms their

customers were actually using

to share their feedback

Promoted Tweets using Twitter Cards during the Parks and Recreation

season finale helped to spur viewers to get involved with the real

National Parks Conservation Association

THINK PLATFORM FIRSTthen strategy and execution

Ben & Jerry’s found a way to put Twitter users’ unused characters to

use in promoting a cause close to their hearts on World Fair Trade Day

Jinxed promotes local vintage finds and boosts sales with exclusive

call-to-buy calls-to-action at three area locations on Instagram

Instagram:

Jinxed

Philadelphia

PURCHASES ARE

OVERRATEDadvocacy is where it’s at

Invite customers to tell their own stories

Rothman Ambassadors

shared personal triumphs in

hopes of touching someone

whose fear outweighs their

pain… and inspired more

than 100 other patients to

share their own stories.

ANALYTICS ARE YOUR

FRIENDyour “gut feeling” probably isn’t

Your social audience doesn’t fit the

mold

Our Massage Envy Spa

clients said that their

customer base is:

• Mostly white

• 50% female, 50% male

• Ages 35-54

We challenged that and

found that their social

customers are:

• Mostly African-American

• 76% female, 23% male

• Ages 25-54

(but mostly 25-34)

Knowing is half the battle, so let’s

recap:• There isn’t just one platform or content type that works

• Follow the conversation before you join

• Strategize for each social platform

• Aim for advocacy, not one-time buyers

• Use analytics to continually optimize and improve

Thank you!

If you’ve got questions,

let me know on Twitter.

I’m @ericanardello.