@YouriHollier

Friends, not followersThe Power of Two-Way Conversations

1.Creating a conversation

Speedy Response Time Westjet

@Westjet Hello, any news on the

delayed WS1208 into La

Guardia?

Okay, thanks!

We are currently showing you departing at

3:20pm.

@Westjet Any reason for the hour delay?

Would that be weather related?

No, it looks like a delay due to

minor maintenance.

Answer everyone, everywhere Lululemon

Know your audience Nike Running

Place your screenshot here

Know your audience Nike Running

Share their interests DAVIDsTEA

Speak their language Netflix

Their opinions matter Lush Cosmetics

Schedule follow up posts

Go above and beyond Tesco

““You can make more friends in two months by becoming interested in people than you can in two years by trying to get other people interested

in you.” - Dale Carnegie

2.Converting on conversation

Send reminders

Passive sale

Encourage Trial

Talk Specs

Practical Application

Acknowledging vs. Engaging

Acknowledging vs. Engaging

““A conversation is a dialogue, not a

monologue...” - Truman Capote

3.Capitalizing on conversation

Brand AdvocacyFriends talk kindly about their friends.

FeedbackCreative input or product ideas.

SupportDefense against trolls or naysayers.

Intangible ROI

ForgivenessLess frustration if things go wrong.

ContentLoyal fans produce free content.

EngagementIf you engage, they’ll reciprocate.

““The ROI of social media is that

your business will still exist in 5 years.” - Eric Qualman

Takeaway

When you treat your fans like friends, trust grows and sales follow. After all, a loyal customer is the best type of customer.

What’s your follower

philosophy?