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Social Media to Attract & Retain Customers
@erikharbison
@erikharbison
that’s me!
Today1. Situation & Context
2. Getting Started
3. Attracting Customers
4. Low Cost Tactics
5. Retention
6. Trends
7. Q & A
The Situation
“Social media replaces nothing, but compliments everything”
- Neal Schaffer Author, Consultant, Speaker
Context67% of small businesses don’t have a written social media plan.
* CMI/MarketingProfs
* GlobalWebIndex 2015
Internet users have 5.54 social media accounts
46%
of B2B marketers say they’re not sure whether any social channels have generated revenue for their
businesses.
* Business2Community 2016
The Opportunity
67% No Plan
46% Not Sure
Opportunity for Social Media success
Which Quadrant Are You?
Experience Executing Social Programs
Measured Social Media
Success
LOW HIGH
HIGH
Some things are working! I’m killing it!
Social doesn’t work.HELP !!
3-Piece Social Media Toolkit
Swiss Army Knife
1. Video equipment
2. HD Camera
3. Social Management & Monitoring
1
Email Database
1. Develop deeper relationships
2. Catalyst to drive social media scale
3. Most valuable owned asset
2
Valuable Piece of Content1. Builds your database.
2. Establish yourself as a thought leader.
3. Builds trust with your target audience.
3
Getting Started
Messaging SpectrumEmpathy Emotion Attitude Behavior
Stages of your SM program
• Know Your Audience
• Research & Listen
• Document governance/policies
• Set Objectives, Goals, Strategies,
Tactics
• Develop Content
• Master One Social Channel
• Organic Growth & Distribution
• Respond • Integrate with other Marketing
• Make investments
• Scale
Most brands start here
Getting StartedDocument your governance / policies.
socialmediagovernance.com/policies/
Getting StartedSet your social media objectives.
Get x% more appointments per month. Generate x% more daily leads/enrollments.
Drive x% more weekly inbound calls. Generate x% more monthly referrals.
Respond to customer comments in social within 24 hours.
Select Carefully
Videos
Private Groups
Commerce / Lead Gen
Photos/Images
Brand Awareness
Customer Support
Getting StartedKnow your audience. Build a persona -
makemypersona.com Who are they?
How do they consume social media?
Which network/vehicle makes sense to test?
Getting StartedMonitor your brand, competitors, market.
google.com/Alertstweetdeck.com
Attracting Customers
Attracting CustomersUsing social to drive sales (services)
Promote your content.
Engage in conversations.
Drive to valuable content.
Collect email address.
Schedule appts / calls /
webinars. Close sale.
Attracting CustomersUsing social to drive sales (products)
Promote your social
channels.
Drive to demos, how-to’s,
community, videos,
contests.
Track purchases made via
social.
Provide great
support
Low Cost Tactics
Tight BudgetAdd Subscribe Buttons to your Facebook & Twitter Accounts.
Tight BudgetAdd URL to your Twitter Profile (bit.ly)
Link to Terms & Conditions
Link to your Content
Link to Contest
Tight Budget
High engagement -> Ask QuestionsInspiration -> Quotes Increase visibility -> related #######
Leverage visual platforms.
Tight BudgetEducational Videos
Tight BudgetDrive Targeted Leads for $5 / day.
Tight BudgetRetarget Visitors to your site / blog
Visit site. Leave site.See these ads in
Facebook feed.Directed to order page.
Retention
Customer SupportProvide Demo’s and How-To’s
How-To Video How-To Content
Customer Support
Respond to negative
AND positive
comments
Responses from real people.
Customer SupportSurprise and Delight
Hand written letter. Target Influencers.
(170k followers)
Customer SupportREAL Surprise and Delight
Peter requested a Morton’s Steak before his flight.
Morton’s met Peter after he landed with a steak.
Customer SupportPrivate Community
Focus on top customers.
Share thought leadership.
Let customers help customers.
Trends
Live Video70% of companies now say video is the most effective
tool in their online marketing belts. (FastCompany 2016)
Social AdsBy 2017, social media ads may account for a full 16% of all digital
ad spend globally. (FastCompany 2016)
Influencers84% of marketing professionals worldwide have plans to start influencer marketing in 2016. (Schlesinger Associates 2016)
AWeber & Amy Schmittauer
Influencers• Use these tools…
• Search for relevant #, people, categories
• Follow those relevant @ handles
• Tag influencer about your content : “Hey @influencer, we just posted our top 10 tips about xyz. Did we miss anything? bit.ly/yourlink”
Influencers
Think of it this way…
Dell Pyramid of Influence
RecapEmpathy Emotion Attitude Behavior1.
2. Complete your “Crawl” phase. (Governance, policies, objectives)
3. Understand your audience before launching that social account.
4. Master one social channel first.
5. Use social to delight and educate your customers.
Tool Resources
recitethis.com: Create quote boards for social posting
everypost.me: social posting and analytics
DesignMantic.com : Free templates for social profiles
Subjectline.com : grade your subject lines
Sigstr.com : Signature imaging
EmailOnAcid.com : Preview emails
Kickbox.io: email verification service
Delighted.com: NPS, one question surveys
canva.com: Create images social posting
Qualaroo.com: on site survey tool
ReferralSaasquatch.com: Referral program
platform
SumoMe.com: Sign up form platform
LeadPages.com: Landing page builder
SocialMention.com: Monitor social networks
hootsuite.com: Social media management
bufferapp.com: Social media management
later.com: Instragram schedule management
keyhole.co: Social Media competitive intelligence
Educational Resources
WordStream.com
AWeber.com/Today
KISSMetrics.com
QuickSprout.com
SocialMediaExaminer.com
