5 Social ways to Build Brand Relationships with Customers

All Brands kick starts with relationships

The Good The Bad The Expected

Lost

customers

Recall/Call

back/Advocate

s

Purchases

To find these relationships, you have to take your brand to

SOCIAL level

Social Media is where people shout out everything about your brand loudly and digitally…

Brand Relationships – The Social Way!

Demands

Complaints

Performance

Referrals

Experiences

Competitors

Most mentions

Regrets

Brand Relationships – Social Ways To Build

Not just insights, you need deeper insights…

Filter them out!

Unique &

repeated

visitors

Engaged

visitors

One-time

Passiona

te

visitors

Influentia

l visitors Ignorant

visitors

Consiste

nt

visitors

Casual

visitors

Time Period Interest levels Results

1. Deeper Insights!

Brand Identity – An Analysis

Conversations doesn’t mean that they will always match to original search terms;

sometimes you need to export all conversations or activities from all digital

platforms and analyze the content qualitatively.

Quality of

the

message

Expressions of

interest

Common

characteristics

Open

interactions

Methodology

• Curate tweets

• Social media

mentions

• Consistent

participation

• Determine

tweet volumes

across set

quarters

Brand Identity – An Analysis

Consiste

nt

visitors Value to brand

How did we find it? Lets analyze…

The consistently engaged are a better way to find the

relationships you are trying to create in social. All you need is a

deeper analysis of their choices or preferences across time

periods. The result is better insight!

Brand Identity – An Analysis

How did we find it? Lets analyze…

Most of all consistent engaged visitors identify themselves as

amateur/professional photographers. Most owning Nikon brand. Out of them, 1

out of 20 self-identified as professional photographers, while 14 out of 20 stated

that they own Nikon gadgets.

Brand Relationships – Social Ways

Their other interests? Lets analyze…

Consistent

ly

engaged

(Nikon)

Starbucks

TimHortons

Coffee

Mentions

• 87.5% of photographers cites their preferences

to be Starbucks over the time period

• Tim Hortons users reported their experience to

be wither neutral or negative in nature

THEIR RELATIONSHIP WITH

COFFEE

2. Find Relationships

Brand Relationships – Social Ways 3. Find “speed” in customer interaction

Need for Speed!

Brand Relationships – Social Ways 4. Influence prospects and encourage them to convert

• Enable customer to find you

• Encourage core-brand conversations

• React & improve

Brand Relationships – Social Ways 5. Personify , but don’t control your users

• Give users the control to link you freely

• Share information and appreciate good ideas of others

• Honor your commitments

• Offer insight and focus on substance, not polish

Brand Relationships – Stats that Matters!

92% of

people trusts

recommendations

from individuals

(even if they don’t

know them)

74% of

customers use

social media to

make purchasing

decisions

51% of

marketers believe

that they get better

customers via

influential

marketing

64% of

consumers cite

shared brand

values as the main

reason of their

relationships with

brands

And that's not all!

There are more

Social Ways to build

business

relationships!

You can’t turn your

customers into

enthusiastic

advocates in one day,

but mastering the

ways can bring a lot

of businesses on

table. Try them out! To know about more about Social Marketing

tactics, please visit my blog Subhakar Rao

Surapaneni marketing insight