Building Customer Relationships and Fostering Loyalty via Online Solutions and Interactions

Building Customer Relationships [and Fostering Loyalty]

via Online Solutions [and Interactions]

Building Customer Relationships [and Fostering Loyalty]

via Online Solutions [and Interactions]

Presented By: Francine Allaire, Revenue Acceleration Strategist

1

Today’s PresenterToday’s Presenter

• Named by FORBES as 1 of the Top 20 Women to follow on Twitter for Business, Marketing & Technology Advice

• Award-winning sales and marketing executive working for global high tech & consulting companies (Oracle, Sun Microsystems, CSC, KPMG)

• Negotiated over $200M of business solutions & strategic alliances

• Managing Partner of Social Media Academy for Women & Red Carpet Strategies, Corporate Consultant, Speaker and Instructor

• Revenue Acceleration Strategist: Help companies develop and execute social media, business development and partnership strategies and initiatives that generate results (achieve competitive advantage, gain influence, increase sales and foster customer and partner loyalty).

2Presentation by Social Media Academy for WomenYou may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011

Today’s AgendaToday’s Agenda

• The Importance of the Social Web • The “New” Customer Decision Cycle• Mistakes to Avoid• Why a Strategy?• Social Media Ripple Methodology – Key Activities• Marketing to Women• Next Steps• Q&A


At the Core, Social Media is a Dialogue.

It’s not just about sharing information, it’s about sharing understanding.

Where are your customers “en masse”?

Presentation by Social Media Academy for WomenYou may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011

4

The Money Statistics• Companies are now building their own audience – from traditional

rented audiences (print, radio, TV…) to owned audiences (Blog, Social Media…) to match the behaviors of the businesses/consumers

• Top 25 - readership 12M people, market share 16% year

• Cost 80K for a full page ad in the NY times – finite shelf-life where the value diminishes over time, digital media has a long trail effect and the value increases over time

• 310M people in the U.S. 200M on Twitter, 100M on YouTube, 500M on Facebook newspapers

• Coke Fan Page has over 22M Fans 22% per month

• 70% of people search online prior to making a decision/purchase


“New” Customer Decision Cycle “New” Customer Decision Cycle

Evaluation Stage = Seek Input from Peers, Friends, Fans,Followers, Reviewers

BUY ~ Most powerful influence

is someone else’s advocacy

Consideration Stage = Selection of Multiple

Brands

Enjoy, Advocate and BondEnjoy, Advocate

Bond


Marketing – From Campaigns to Conversations

Caring and connecting = Profit• From Self-proclaimed marketing messages and campaigns to

Conversation marketing – transparent, two-way talk which creates an emotional attachment to your product or service

• Change the focus of your marketing efforts and where you spend your marketing dollars

• Allocate less resources building awareness through advertising and promotions and make marketing investments of time and money that help customers navigate the evaluation process, engage with them to build trust, continuously improve on your customer experience to foster loyalty - customers will reward you by spreading positive word of mouth and with their wallet


Mistakes to Avoid Mistakes to Avoid

• Absence of consistency /commitment

• Tactical / Short-win

• Lack of buy-in / close-minded

• Choosing the tools based on popularity

• Jumping without proper research / listening

• Not measuring and adapting

• Not having a strategy


Why a Strategy? Why a Strategy?

• Gives you direction• Aligns your online efforts with your strategic objectives/corporate initiatives• Keeps you focused on your goals• Saves you time• Reduces overwhelm• Enables you to spend budget more efficiently and effectively• Allows you to target primary customers• Helps you determine what works and what doesn’t work

= integrate social media into your communication strategy: branding, traditional marketing and PR


Social Media Ripple Methodology of Influence

10

Real Estate

Finance Business

Design Décor

Makeover

Keywords + Strategy = Visibility, Credibility, Access, Opportunities

Keywords are a BIG Deal

Home Stagers Design

Real Estate


LISTENING is Free but the Information is Priceless

The good, the bad and

the ugly (lets hope not),

You NEED to know.

SocialMention.comGoogleAlerts.comTweetbeep.com Search.Twitter.com


TALKING – in Your Own Voice

Use the best medium for engaging with your audience – create content that is helpful, useful and interesting. WIIFTM

13

Blog is the Hub• Tell Stories (text, audio, video)• Create Irresistible Content• Create Your Own Channels: YouTube, Blog Talk Radio, Ustream.TV


PARTICIPATING – Be Helpful!

14

Be helpful, EngagingAsk your audience for help, feedback, ideasSearch comments, forums and discussions


MEASURE – Everything! MEASURE – Everything!

Create a Social Media Dashboard

Blog Metrics: # of posts per weekComments/posts (your company vs competitors)Estimated Audience New RSS FeedsUnique visitors

Facebook Fan Page# of Wall PostsComments and LikesFan Page Comments – TuesdayDaily Likes – Tuesday/ThursdayPage Views – ThursdayImpressions versus post times – end of day…


Marketing to Women Marketing to Women A Target Market too big to ignore!

• Women make or influence 85% of the purchases in America

• U.S. women spend $4.8 Trillion annually on consumer goods and services, plus another $1.5 Trillion as purchasing agents for businesses

• 2010 for the 1st time, women have the majority of the wealth in U.S.

But 91% say that advertisers don’t understand them – hence a great

Opportunity for companies like yours to do it right!


What Matters to Women? What Matters to Women? • Trust common experience

• Value connection

• Commonality gives people credibility

• Use personal anecdotes as proof

• Relationships are more important than “experts”

• Notice when a company not only listens to her, but lets her know that she is being heard

• Details matter

• Give her enough time

• Make an emotional connection

• Nurture the relationship


Engaging Women Online

Engaging Women Online

Use Online and Social Media to Turn Your Female Customers into Evangelizers

• Encourage them to give details about the product and include details about themselves (share pictures, comments, testimonials)

• Encourage them to share thoughts and ideas on how to improve your product or service

• Use regular people rather than industry experts

• Use real people as spokespersons

• Use video – emotion creates a reaction and a bond that expedite the know, like and trust factor

• Give her deals, promotions and free products


Spring Semester starts April 7th

9 hours of intensive training

Value $1482 – courses taken separately

Special offer $397 Register now at

SocialMediaAcademyforWomen.com

Next Steps Next Steps


Visit our website at SocialMediaAcademyforWomen.com

Connect with Us

Facebook.com/SocialMediaAcademyforWomen

@SMA4Women

[email protected]


Your Questions Your Questions

21