10 steps togo and grow your social-2012-paige
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Social media made simple seminar-RDD Paige Cahill Constant Contact
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10 steps togo and grow your social-2012-paige
- 1. 10 Tips to Help You “Go & Grow” Your Social or Online Marketing Best Practices and Strategies for Small Businesses and Nonprofits Copyright © 2012 Constant Contact, Inc.
- 2. My Staff… Paige Cahill Regional Development Director (MO, KS, NE, AR) Charming Chaz Twitter: @SocialPaige Facebook.com/SocialPaige Linkedin.com/in/PaigeCahill Blog: www.SocialPaige.com pcahill@constantcontact.com Coach and Connect You!
- 3. Constant Contact… Helping Make Your Online Marketing Simple Coaching and Connecting You to Tools & Strategies to Help You Rev Up Your Relationships, Referrals, and Revenues. • Email Marketing • Event Marketing • Online Surveys • Social Campaigns • FREE Support • Free Webinars • Free Seminars
- 4. FREE Resources… Drop in Your Business Card for FREE Resources Recommended Books Drop in Your Card Presentation Webinars Tutorials Cool Tools, Resources, & Links
- 5. Why do we “market”? We Want More… More! Customers Clients Volunteers Donors / Members Brand Awareness Sales Website Traffic Time in the day! We Want to Rev Up Relationships, Referrals, and Revenues!
- 6. Social Media Tools Are Changing the Way We Market! Social Media Is Word of Mouth on Steroids. Tools Used to Market My Business Facebook 96% Twitter 76% LinkedIn 62% Video Sharing 53% Photo Sharing 38% Review Sites 35% Find Social Media Tool Effective* Location-Based Services 25% 86% Facebook Local / Daily deals 24% 71% Video Sharing 19% 60% Twitter MySpace 55% Linked In 45% Local / Daily Deals Source: Constant Contact Fall 2011 Small Business Attitudes & Outlook Survey; n=1972; 30%; B2B = 859, B2C = 1,113. *B to B and B to C were analyzed separately, but combined for market-level analysis; Approximately one-half of all respondents are either a sole proprietor or have 1-4 employees. Copyright © 2012 Constant Contact, Inc. 6
- 7. Five Types of People: Leverage Relationships to Inspire Engagement Raving Prospects Disinterested Fans Customers Suspects Copyright © 2012 Constant Contact, Inc. 7
- 8. Social Media Marketing Is… Building your social network of fans, followers, and connections, using Relevant and interesting content that is shared, allowing you to Reach and engage more people and Drive more business. Copyright © 2012 Constant Contact, Inc.
- 9. Concerns? You Are Not Alone Social Media Marketing looks interesting, but… I will never have a million customers or even 5,000…. Using new, inbound marketing tools sound great, but… I will never write Thought Leadership articles…. Paying attention to what’s being said on social media sounds useful, but… I’ll never have a dedicated staff to do it right… I hear about new tools and networks everyday, but… I just don’t have the time to stay current Copyright © 2012 Constant Contact, Inc. 9
- 10. What You DO Have is Powerful You can successfully market your small business or association because you have… • Loyal, happy customers • An excellent customer experience • Interesting and important things to say! Copyright © 2012 Constant Contact, Inc. 10
- 11. Doing It Well: Best Practices for Small Business Social Media Marketing Copyright © 2012 Constant Contact, Inc. 11
- 12. Set Goals 1 Keep Your Customers Improve Customer Service Encourage Repeat Business Increase Relationships Increase Referrals Get More Prospects Increase Brand Awareness Copyright © 2012 Constant Contact, Inc.
- 13. In A Pickle: Increase Sales, Build Community In A Pickle is a local favorite restaurant in Waltham, MA But, they are everywhere on the Web In A Pickle sends a weekly newsletter to update customers of special deals, new menu items, and events They use social media to experiment, push on-the-fly specials, get feedback from customers & build community They credit Email as the Hub that brings everything together
- 14. Know Your 2 Audience Ask and Receive How do they like to be communicated with? What tools are they using? When do they check their email, facebook, twitter, Link edIn What do they want from your communications Copyright © 2012 Constant Contact, Inc. How can you help them?
- 15. Where are your customers? Men Women Age Income Education Facebook 42.6% 54.3% 35-54 = 29% HS 7.8% 18-24 = 25.3% College 3.4% 25-34= 24.8% Alumni 31.4% Unknown 57.5% LinkedIn 51% 49% 35-49 = 38% $ 30K-60K = 20% HS 25% 50+ = 32% $ 60K-100K= 30% College 48% 18-34= 26% $ 100K= 39% Grad School 27% Twitter 45% 55% 18-34 = 45% $ 30K-60K = 25% HS 49% 35-49 = 24% $ 60K-100K= 28% College 38% 50+ = 14% $ 100K= 30% Grad School 13% 3-17 = 14% YouTube 53% 47% Median Age is Median income: 71% employed 33 years $74,000 15% students 69% at least college educated Social Tools are Not Just for Kids!
- 16. Monitor Your 3 Online Brand Google Yourself Can You Be Found Online? What is Being Said About… • You? • Your Association? • Your Company? • Your Competitor? Your Online Brand is Being Created With or Without You! Contact 2011 © Constant
- 17. Google Yourself Can People Find You or Your Company? Google Yourself Google Yourself, Your Company, & Competitors www.Google.com Copyright © 2012 Constant Contact, Inc.
- 18. Sites That Help You Get Found Your Website Blogging Google Places Copyright © 2012 Constant Contact, Inc. 18
- 19. Monitor Your Online Presence Search for keywords online: •News, •Blogs, Google Alerts •Web, •Discussions http://www.google.com/alerts •Video Monitor your: • Name • Company name • Competitor • Trends • Keywords • Industry Copyright © 2012 Constant Contact, Inc.
- 20. Brand Up! 4 Google Yourself Professionally Brand your Business • Be consistent • Logo • Phone • Address • Website • Social Icons Add starter content. Give it a personality Look Professional! Copyright © 2012 Constant Contact, Inc.
- 21. 5 Listen, Learn & Earn Get to Know the Neighborhood Google Yourself Constant Contact 2011 ©
- 22. Your Customers Help You!
- 23. Facebook Samples Shatto Milk 435 South Magazine The Kansas City Chiefs KMBC Wayside Waifs Spin Pizza Dave Ramsey Salina Chamber Springfield Kids Directory Dickerson Park Zoo
- 24. YouTube Samples Bad Breath=More Sales Constant Contact-Boloco Burrito www.SocialQuickStarter.com--SocialMedia Toyota-Swagger Wagon Will It Blend Ask Aunt Patti The WebTrainer Wayside Waifs
- 25. Manners Matter 6 • Sell, Sell, Sell You Will Fail • Me, Me, Me Will Part the Seas • Empower, Engage, & Educate • Give and You Shall Receive • Share, Care, and Be There • Reply, Thank, and Take Care of Negative Comments • What Happens in Vegas Stays in Vegas • First Impressions Make Lasting Impressions Constant Contact 2011 ©
- 26. Plan Ahead 7 Schedule Your Social as an Appointment • Create a Marketing Calendar • Buy a Big 12-Month Calendar • Highlighter • Post It Notes • Seasonal Promos • Themes International Holidays • Holidays www.Calendarlabs.com • Community Events • Customer testimonial • Special Olympics • United Way • Susan G. Komen Breast Cancer Foundation Constant Contact 2011 ©
- 27. CRAFT UP 8 Content Informational tips, and practical advice 70% Educational 20% Promote 10% Personal Peek Less is More Repurpose your content 10 FAQ & 10 SAQ Articles Technorati.com (blog directory) Google alerts Blogs (yours and others’)-Google Blogs Thought-provoking discussions that inspires dialogue Relevant videos, photos, podcasts Ask questions/Testimonials/Polls/Surveys Constant Contact 2011 ©
- 28. Content Reuse or Repurpose Your Content Copyright © 2010 Constant Contact, Inc. 28
- 29. Content Reuse: Krista Photography
- 30. Grow Your Your Social Grow Social! 8 with Your Personal Email Signature Copyright © 2012 Constant Contact, Inc.
- 31. Grow Your Social Create an Email Campaign • GROW Your Social Networks • Learn Where Customers Are hanging out Copyright © 2012 Constant Contact, Inc.
- 32. Grow Your Social! 1.Add interactive social icons to your Website Newsletter Templates Business Card Printed Collateral: mailers, flyers, invoices, direct mail, newspapers, magazines.
- 33. Grow Your Social Copyright © 2010 Constant Contact, Inc.
- 34. Grow Your Social Use a variety of ways to expand your network: Business Card Printed Collateral: mailers, flyers, invoices, etc. • Put a sign in your storefront window • Add a message to your voicemail • Include a note on point-of- sale receipts and house coupons Copyright © 2010 Constant Contact, Inc. 34
- 35. Let Your Customers Grow Your Social-Go Viral Share Bar Email Marketing Helps You “GO and GROW” Your Social or Online Marketing Channels Even if you are not doing social yet! Copyright © 2012 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
- 36. Email Helps You Go and Grow Your Social Share Bar
- 37. Tweet on Twitter Example of a Newsletter Tweet from Constant Contact Link to Your E-Newsletter
- 38. Email Goes Viral
- 39. Measuring Effectiveness: The Swinery The Swinery is a specialty butcher shop in Seattle They sent an email newsletter to 3,765 subscribers Received 816 opens (22%) But it was viewed an additional 485 times & ”liked” by 181 readers Represents a 60% increase in reach
- 40. Repurpose Your Content CONFIDENTIAL Copyright © 2010 Constant Tweet Your Email on Twitter or Share on Your Social Sites Contact, Inc. 40
- 41. Simple Share
- 42. More Reach Social Stats Report
- 43. Manage 9 Your Social Track your Page Insights www.NutshellMail.com Social Media DVR Save Time Read Fan comments Manage Activity On Social Media Sites with One Email Reply from your Inbox Copyright © 2012 Constant Contact, Inc.
- 44. HootSuite.com Monitor, Manage, & Schedule Able to have multiple accounts Copyright © 2010 Constant Contact, Inc. Copyright © 2012 Constant Contact, Inc.
- 45. HootSuite.com Monitor, Manage, & Schedule Copyright © 2010 Constant Contact, Inc. Able to have multiple accounts
- 46. 10 Measure Success Test to learn what works! Reports from Email Website activity –Google Analytics Sales/Phone/Traffic Clicks Connections Fans Followers Likes Retweets Impressions Comments Email Subscribers Constant Contact 2011 ©
- 48. A True Story: “I love nails!”
- 49. Glamour Nails Say “I Love Dom” to get 20% of your next manicure Say “I Love Glamour Nails” to get 20% of your next manicure Say “I Love Getting My Nails Done” to get 20% of your next manicure
- 50. Glamour Nails: Results of Their Test Your Contacts Want To Keep In Touch, but on their terms Email Facebook Twitter
- 51. Dingo Dingo had 330 Likes on Facebook & 8,934 Email subscribers GOAL: They wanted to get to 5,000 Likes & add more email Subscribers
- 52. Dingo Dingo sent an Email Campaign to 8,934 subscribers
- 53. Dingo Dingo shared the offer on Facebook and Twitter
- 54. Dingo Then… Dingo had its’ fans join their email list through Add the CTCT Facebook App facebook Join my list Facebook SEARCH For Constant Contact Labs
- 55. Dingo Dingo kept their fans up to date on their progress
- 56. Dingo Dingo had 330 Likes on Facebook and Email subscribers 8,934 Dingo now has 6,329 Likes and 14,140 Subscribers It took them 3 days!
- 57. Dingo: The Important Results Monthly Sales Grew 22% New Customers Account for 45% of that Growth 85% of new customers have continued to buy Dingo products
- 58. Steps to Help You 10 “Go & Grow” Your Online Marketing 1. Set Goals 2. Know Your Audience 3. Monitor Your Online Brand 4. Brand Up 5. Listen, Learn, & Earn 6. Manners Matter 7. Plan Ahead 8. CRAFT Up Content 9. Grow Your Social 10. Manage Your Social 11. Measure Your Success Copyright © 2012 Constant Contact, Inc.
- 59. What Next? Copyright © 2010 Constant Contact, Inc. 59
- 60. FREE Resources… Drop in Your Business Card for FREE Resources Recommended Books Drop in Your Card Presentation Webinars Tutorials Cool Tools, Resources, & Links
- 61. FREE Resources Go to: www.ConstantContact.com Click the Learning Center Tab 61
- 62. 4 To SCORE 1 Free Webinars, Tutorials, Hints and Tips, www.ConstantContact.com Click LEARNING TAB 2 60-Day Free Trial for Email Marketing www.ConstantContact.com Click EMAIL Tab 3 Free Communication Coach & Support 1.866.289.2101 4 Social Media Help Online www.socialquickstarter.com
- 63. Take the Next Step Email + Social = Success, Guaranteed. FREE 60-Day Email Marketing Trial. Satisfaction guaranteed. Sign Up TODAY! www.ConstantContact.com Call toll-free: 866-876-8464 Attend a Free Webinar Need Help with Social • ConstantContact.com Media? Check Out… • Click Learning Tab •SocialQuickStarter.com
Hinweis der Redaktion
- Seminar description:This seminar will review the essential strategies and best practices a business or organization should understand in order to successfully get started with social media marketing. We will talk about: What social media marketing really is and why it’s important;Various social media networks and tools: how they interact, ways to leverage their strengths, and how to evaluate them for best use for your business or organization;How other businesses are using these low-cost tools to gain visibility, develop relationships, and drive sales and engagement;How to incorporate it into your business life without losing productivity.
- RDDs: please include:Your photoYour email addressYour URLYour social media handle information. Feel free to include/delete those tools you are not actively using
- [Click] New tools have changed the way marketers find new customers. Social marketing tools create an opportunity to both find new customers, but also keep nurturing your relationships with your current customers – those that generate repeat revenue and ultimately grow your bottom line.[RDD Note: Introduce these statistics by asking: “How many people have ever looked at a website like TripAdvisor to see what people are saying about hotel or destination prior to planning a vacation?” Or, “How many people have read through customer testimonials on Amazon.com before buying an item?” ][Click] We have come to a point where only 14% of people trust ads, but 78% of people trust consumer recommendations (Nielson).As you can see from this graph, 96% of small business owners are using Facebook. Likers of content on social media like Facebook and Twitter become your brand ambassadors, endorsing you and building long-lasting positive buzz. You can shape the dialogue by reaching and influencing your next purchaser or donor. Think of Facebook is the new website. Facebook is the most relevant SMM channel to small businesses today, some studies have said it is 2-3x more relevant than Twitter. Your Facebook fan page is evolving to have the same functionality as your website but with the added benefit of two-way conversations with your customers. Source: Constant Contact Fall 2011 Small Business Attitudes & Outlook Survey; n=1972; 30%; B2B = 859, B2C = 1,113. *B to B and B to C were analyzed separately, but combined for market-level analysis; Approximately one-half of all respondents are either a sole proprietor or have 1-4 employees.
- There are 5 stages in a relationship, or 5 types of people:(Click) Raving Fans: Customers with a high level of loyalty, trust, & engagement. They willingly refer others to you and your business.(Click) Customers: Those buying from you already. These are people who have engaged as a customer at some point in the past. May be willing to try alternatives if encountered.(Click) Prospects – those that have a connection to you via a person, product, or service, but may not know of you yet. A connection exists for you either directly or indirectly through a Raving Fan or a Prospect. Is likely to need the services you provide in the future.(Click) Suspects – These folks are inclined to do business with you someday, but no connection exists. No direct or indirect connections exist. Is likely to want or need the services you provide in the future.(Click) Disinterested – those that have no interest and who will never buy a product or service from you. It’s better to build credibility here and direct them to what they’re interested inIt makes sense to use your marketing resources wisely… with the people who count!Now you can resourcefully apply new tools to acquire, connect, engage, and grow new customer relationships. (Click) Social media marketing uses your Raving Fans to acquire and engage new customers, [Click] connect with prospects, and begin fostering deeper relationships
- If you have concerns, you’re not alone. Many small businesses think:(Click) Social Media Marketing looks interesting, but… I will never have a million customers or even 5,000….(Click) Using new, inbound marketing tools sound great, but… I will never write Thought Leadership articles….(Click) Paying close attention to what’s being said on social media sounds useful, but… I’ll never have a dedicated staff to do it right…(Click) I hear about new networks everyday, but… I just don’t have the time to stay current
- What you do have is powerful! You can successfully market your small business or association because you have…Loyal, happy customersAn excellent customer experienceInteresting and important things to say!
- Topic: Doing it Well – Best Practices for Social Media MarketingBasically, it boils down into 3 “C”s –Connections, Content, and ConversationsConnections: Kick start your following, and use content that inspires engagementEngaging Content: Creating a presenceConversations: Practical monitoring and measurement
- Set reasonable goals and expectations.As a small business owner, set reasonable goals that match expectations and investments of resources and time. The more time and resources you devote to Social Media Marketing, the greater your yield! Realistically, accept that Social Media Marketing is not instantaneous. You do need to invest some time and resources before you reap rewards, and not all of your customers will engage. However, you can:Drive engagement (action/commentary/feedback/sharing) with your base of passionate customersEncourage repeat businessEncourage referralsGet online endorsementsReach new customers through online, word-of-mouth marketing.
- Let’s look some examples:(B2C) In a Pickle’s objective was to increase sales, get customer feedback, and build community.In A Pickle is a local favorite restaurant in Waltham, MAThey are everywhere on the social web: Facebook, Yelp, Twitter, YouTube, etc.In A Pickle sends a weekly email newsletter to update customers of special deals, new menu items, and eventsThey use social media to experiment, push on-the-fly specials, get feedback from customers & build communityThey credit email as the hub that brings everything together
- Ask customers when they are at your store to learn how you can better serve them content, connect with them and help them.Find out what they like to use onlineWhen they check the online communicationsWhat do they hope to receive from youEven ask them what you can do better.You can also do an online survey to learn from your customers if you do not see them face-to-face
- Sell, Sell, Sell You Will FailDon’t always be selling. Have you been at a networking event and every time you see fred he is always trying to sell you his insurance…what do you do the next time you see him…you run away fast—80% educate and 20% sell or better yet how about 70% educate, 20% promote, 10% share a personal peek on you and your employees..people like to connect with others…I say I am a mother or two boyz, was an entreprenuer , speaker, have a dog, love to ride my bike…I try to share something so folks can learn about me personally and connect with me if they are a mother, pet lover, love to exercise.Me, Me, Me Will Part the SeasHave you ever had a friend that all they do is talk about themselves..do you enjoy those coversations…heck no the next time you see them you just want to run and hideEmpower, engage, and educate…People want you to be social with them or engage with them, empower with great information that will protect them, help them, save them money, protect their kids, keep their car longer, know what to ask before they purchase. The more you empower and educate them the more they will know, like, and TRUST YOU.Give and You Shall ReceivePeople say I don’t want to give them too many of my tricks or expert advice then they won’t want to use me or just take the info and go somewhere else. Really I find that the more I give the more I get because people look at you as an expert, start to trust you, and then they think if she can give me that much information in an email what do you think I can learn from her/him in an hour one-on-one.Share, Care, and Be ThereSo share your tips, tricks, strategies, and expert advice. Care about your customers, be transparent, be real, don’t be a robot. And best of listen to them make sure you reply to their comments or likes. Tell them thank you. STORY…Have you ever called an office or place of business and the phone just kept ringing…pretty frustrating and it leaves you with a bad impression you start thinking the business does not care or they are out of business. You need to answer that phone which is the same thing as you need to reply to their comments and likes…show them you care- No comment means you don’t care ..people will think you are only pushing out information and don’t care. Reply, Thank, and Take Care of Negative CommentsPeople often ask can I just delete the negative comments. I say hmmm…social is customer service on steriods. We use to have to pay big money to agencies to find out what customers thought and now we can just let our customers share their thoughts. You need to say I am sorry about your experience, or how can we make it better. Sometimes you need to take it off line …use the telephone if needed or email. But you need to show that you care. You will learn from this experience.STORYSo a auto mechanic saw on his wall a customer said that he was frustrated with his hours. The mechanic said what could I do to better meet your needs. The customer said well I work from Monday –Friday and don’t get off work until 7pm and you close your place Monday-Friday at 6:30. So being open on Saturday would help the customers that work early or late. So he opened on Saturday and his revenues went up and so did the customer count!Auto mechanic…looked on his wall and a customer said I am so upset that I no longer can come to your shop. The owner said why can’t you come to my shop. The lady said because the road is so tore up and it takes me forever to get there with the traffic and orange barrels. He said what can I do to make it better. She said it would be great if you can just drive to my house drop me off a loaner and then take my car to the shop. Guess what that is what he does and he has many happy customers and increased his revenues again. Use social to engage, listen, tweak, and learn from your customers. Social is customer service on steroids and many folks are watching how you interact with your customers, take care of your customers, and respond to your customers.What Happens in Vegas Stays in VegasIt may stay in vegas but what happens on the internet will be seen by your great, great, great, great grand babies.First Impressions Make Lasting Impressions—the nose picture storyI had a lady that wanted to work with me or be a partner and consult/speak with me…I said well send me your social media profiles. Because she wanted to help people with the online brand and social sites.So this is what I got…thank go their were no bats in the cave!So first impressions matter if the UPS trucks were dirty, dented, and the drives looked shabby what type of impression would that leave on you…how will they really care for your packages.
- FAQ are frequently asked questions…questions you get often from your customers.SAQ’s are suggested asked questions…for example you may be selling carpets and you want to teach folks what to look for when buying a carpet especially if they have animals, or kiddos…what type of carpet is best for them and what the want to make sure they are getting in the warranty.Google alerts search for content and then share with your clients…story I have a landscaping that does the sales, calls, proposals, bids, landscaping plans, and the planting….when does he have time to create content. But he could use google alerts to search for “Best low-Maintenance Shrubs” or “10 Ways to create better curb appeal” “best shady plants” “Tips on fertilizing your lawn” Seasons and steps for great lawn…Technorati is a directory of blogs that can show you the top trends, conversations, topics, or help you point your customers to helpful resources, tips, strategies, and articles.Wondering what kind of starter content you can use to populate your profiles, today?Information, tips, and practical adviceQuestions asked by your customersOr links to:Archived Email Marketing newslettersPolls and SurveysEvent Homepages and registration pagesBlogs (yours and others)Websites (yours, and others in your area of expertise)Product or service reviewsThought-provoking discussions that inspires debate and dialogueRich media: relevant videos, photos, podcasts
- This slide shows an example of Focus HR’s content reuse across multiple platforms: Website, Twitter, Facebook, and Email Marketing. The key takeaway? A little content can go a long way! Create content “sound bytes” for easier content reuse.
- You can build your social network in a variety of ways – both online and offline. In short: be creative and visible everywhere your customers are!Send an invitation to your Email ListAdd interactive Social Icons to YourWebsiteEmail Campaigns (in a sidebar, in the footer)Outgoing Email SignatureBusiness CardPrinted Collateral: mailers, flyers, invoices, etc.Put a sign in your storefront windowAdd a message to your voicemailInclude a note on Point of Sale receipts and house coupons
- Be loud and proud
- You can build your social network in a variety of ways – both online and offline. In short: be creative and visible everywhere your customers are!Send an invitation to your Email ListAdd interactive Social Icons to YourWebsiteEmail Campaigns (in a sidebar, in the footer)Outgoing Email SignatureBusiness CardPrinted Collateral: mailers, flyers, invoices, etc.Put a sign in your storefront windowAdd a message to your voicemailInclude a note on Point of Sale receipts and house coupons
- Speaking of starter content, one of the best ways to reuse content is by repurposing email marketing newsletter content. Most Email Service Providers such as Constant Contact provide a Share Bar at the top of emails which will allow both you – and your recipients – to share your content across social networks. Whenever possible, add Social-sharing capabilities to your content to provide customers and prospects alike an effortless way to share it within their networks.
- Let’s look at a case study of how one small business measures the overall effectiveness of their social media efforts. The Swinery, a specialty butcher shop in Seattle, measures effectiveness by “Reach”. They:Sent an email newsletter to 3,765 subscribersReceived 816 opens (22%)BUT it was viewed an additional 485 times, and Liked by 181 readers, representing a 60% increase in reach compared to normal email marketing efforts. This was due to the inclusion of a share bar in the header of their email campaign.
- The following is a true story, and a great example of applying technology in a very low tech way in order to monitor what social media channels are most popular withy your customers, while also creating an excellent customer experience in the process:“In an Austin, TX nail salon, the gentleman doing my nails told me that he had just bought the salon from his sister, and that he was hoping to grow the failing business. He asked what I do for a living, so I told him about Constant Contact. Flash forward to the recent past, I was getting my nails done again. This day at the salon, every station was full, he had hired to staff to manage the load, the waiting area was buzzing with people, and each time someone walked in, they were walking over to him and exclaiming "I Love Nails!" or "I Love Dominic" or some other catchphrase. Each time a customer made a remark, the gentleman would make a little mark on a pad of paper he had at his desk. The paper had three columns: T, FB and CC: Twitter, Facebook, and Constant Contact (Email Marketing). He had sent out a special offer across multiple social media channels and people were told to come in and say a “key phrase” to get the discount. Depending on the remark each customer said, he was able to quantify the number of customers engaging with each social media channel. The business owner knew everyone's name as soon as they entered the salon. If he didn't, he started talking to them and getting to know them (engaging them!). This all ties back to the fact that relationships remain the key element of a positive customer experience. Furthermore, the tools we use in order to market using social media can help nurture those relationships, but no matter what, it will always come back to an excellent customer experience.
- Section Break: Next StepsWhat should I do now?