Six Steps to Turn a Stalled Social Media Campaign Into Your Customer Engagement Strategy November 11, 2010
Jan 14, 2015
Six Steps to Turn a Stalled Social Media Campaign Into Your
Customer Engagement Strategy
November 11, 2010
The Fastest Growing Marketing Channel
The latest research from Forrester cites social media
as the fastest growing marketing channel, expected to reach $3.1
billion by 2014.
2010 Customer Insight Group, Inc. All rights reserved.
Use Social Media to Achieve Your Business Objectives
A majority of marketing professionals now claim social media is “invaluable” to their business…
…yet, many are still failing to profit from social efforts.
IncreaseProfits
Customer Loyalty
Brand Advocates
Realize ROI
2010 Customer Insight Group, Inc. All rights reserved.
Gain Value from Your Social Media Investments
Companies who have profited from social media are
twice as likely to have a FORMAL STRATEGY.
Make the shift from just having a “social presence” to supporting actual business objectives and engaging customers.
Companies haveGAINED REAL VALUE from significant strategic
efforts.
Companies who have gained value from just
“experimenting.”
52%13%
2010 Customer Insight Group, Inc. All rights reserved.
You Can Reap Measurable Benefits from Social Media
CUSTOMER ENGAGEMENT
BRAND AWARENESS
BRAND ADVOCACY
LEAD GENERATION
INCREASED SALES
INCREASED SEARCH ENGINE RANKINGS
What do you want your social media strategy to achieve?
2010 Customer Insight Group, Inc. All rights reserved.
Six Steps to Harness the Power of Your Social Media Strategy
Identify Your Objectives
Identify Your Target Audience
Find the Conversations
Integrate Into Your Existing Communications
Join the Conversations
Measure
1
2
3
4
5
6
2010 Customer Insight Group, Inc. All rights reserved.
1. Identify Your Objectives
Determine how you will measure
success.
Set objectives to “BE” social, rather than “DO”
social.
Align social media objectives with business
objectives.
OBJECTIVES FIRST, TOOLS LATER
2010 Customer Insight Group, Inc. All rights reserved.
What Are Your Social Media Objectives?
Drive brand loyalty. Drive brand to customers’ “top-of-mind.” Engage high-vale, profitable and loyal customers. Foster brand advocacy. Strength the customer’s emotional connection with the
company. Create a sense of community. Develop opportunities for audience to engage
meaningfully with company. Elevate customers’ relationship beyond products and
price. Engage customers in the buying process.
2010 Customer Insight Group, Inc. All rights reserved.
Six Steps to Create Your Customer Engagement Strategy
Identify Your Objectives
Identify Your Target Audience
Find the Conversations
Join the Conversations
Measure
1
2
3
4
5
6
Integrate Into Your Existing Communications
2010 Customer Insight Group, Inc. All rights reserved.
2. Identify Your Target Audience
Who do you want to
engage?
What do they have in
common?
How do they use your
products?
Your defined objectives will help determine specific audiences.
2010 Customer Insight Group, Inc. All rights reserved.
Identify Your Objectives
Identify Your Target Audience
Find the Conversations
Integrate Into Your Existing Communications
Join the Conversations
Measure
1
2
3
4
5
6
Six Steps to Create Your Customer Engagement Strategy
2010 Customer Insight Group, Inc. All rights reserved.
3. Find the Conversations
When you know what your customers are saying, you can better know what they want and value.
2010 Customer Insight Group, Inc. All rights reserved.
Use Tools to Learn What Your Customers Are Saying
SOURCE IDEAS. FOSTER INNOVATION.
REALIZE PAIN POINTS. LEARN FIRST HAND WHAT YOUR
CUSTOMERS WANT.
2010 Customer Insight Group, Inc. All rights reserved.
Identify Your Objectives
Identify Your Target Audience
Find the Conversations
Integrate Into Your Existing Communications
Join the Conversations
Measure
1
2
3
4
5
6
Six Steps to Create Your Customer Engagement Strategy
2010 Customer Insight Group, Inc. All rights reserved.
4. Join the Conversations
It is a simple process.
Join the two-way conversation.
Utilize appropriate networks.
Provide relevant content.
Increase brand awareness.
Foster customer loyalty.
2010 Customer Insight Group, Inc. All rights reserved.
Identify Your Objectives
Identify Your Target Audience
Find the Conversations
Integrate Into Your Existing Communications
Join the Conversations
Measure
1
2
3
4
5
6
Six Steps to Create Your Customer Engagement Strategy
2010 Customer Insight Group, Inc. All rights reserved.
5. Integrate Into Your Existing Communications Plan
Social media messaging should be integrated across traditional customer touch points.
TRADITIONA
L MEDIA
DIRECT
MARKETING
INTERNET
MARKETING
LOYALTY
MARKETING
EMAIL MARKETING
SOCIAL MEDIA
2010 Customer Insight Group, Inc. All rights reserved.
5. Integrate into Your Existing Communications Plan
DON’T KNOW
RUN AS AD-HOC PROGRAMS
RUN AS SILOED CAMPAIGNS
RUN AS INTEGRATED CAMPAIGNS
41%35%
17%7%
Examine your current campaigns to strategically determine the existing touch points where social media can be integrated.
Messages should be mirrored through your social media campaigns on a weekly basis.
Which of your current programs is:
Integrated? Siloed? Ad-hoc?
U.S. Companies’ Social Media Tactics
December, 2009
2010 Customer Insight Group, Inc. All rights reserved.
Identify Objectives
Identify Target Audience
Find the Conversations
Integrate Into Your Existing Communications
Join the Conversations
Measure
1
2
3
4
5
6
Six Steps to Create Your Customer Engagement Strategy
2010 Customer Insight Group, Inc. All rights reserved.
1. DEFIN
E
2. AUDIT
3. ASSES
S
4. PRIORITIZE
6. Measure
To measure success, first remember the objectives you are trying to achieve.
Four ways to determine engagement metrics that are crucial to your business model and customer buying processes:
2010 Customer Insight Group, Inc. All rights reserved.
Visitors, Source
of traffic
Interaction
Virality
Network Size
[Followers, Fans,
Members]
Sales
Leads
Search Engine
Marketing
Brand Metrics
PR
Customer
Engagement
Retention
Profits
Social Media Metrics
2010 Customer Insight Group, Inc. All rights reserved.
Identify Objectives
Identify Target Audience
Find the Conversations
Integrate Into Your Existing Communications
Join the Conversations
Measure
1
2
3
4
5
6
Six Steps to Create Your Customer Engagement Strategy
2010 Customer Insight Group, Inc. All rights reserved.
Social Media: Your Customer Engagement Strategy
With more than 73% of the U.S. population engaged with social media, social media is a tool you can use to build brand loyalty and advocacy. With the help of Customer Insight Group, there is still time in 2010 to transform your stalled social media strategy into your customer engagement strategy.
Call us today: 303.422.9758!
2010 Customer Insight Group, Inc. All rights reserved.
Sallie Burnett, President
Customer Insight Group, Inc.
Email: [email protected]
Phone: 303.422.9758
Customer relationships—Engage. Keep. Grow.Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our client experience includes: Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Spencer Gifts, Tommy Hilfiger, Ulta, as well as various other leading companies.