The document outlines 5 ways for businesses to win customers via social media. It discusses: 1) Knowing where customers are active on social media and targeting the appropriate channels. 2) Following the 40:40:20 rule - allocating 40% of content to related topics, 40% to value-added content, and 20% to direct promotions. 3) Giving customers opportunities to engage by encouraging user-generated content through contests and reviews. 4) Establishing expertise by posting diverse content that demonstrates knowledge beyond just products. 5) Managing internal stakeholders like management and colleagues who are also "customers" of the social media efforts.

1. 5Ways to Winning
Customers via
Social Media
By Chia Han-Leon
Lecturer, Enterprise Social Business
Institute of Systems Science, National University of Singapore
©2014 except where indicated. /40
Digital Marketing for Sustainable Growth 30 Sep 2014 1

2. The Institute of Systems Science was set
up in 1981 to enlarge the talent pool of
trained computer professionals and to
educate senior executives and decision-makers
on computerization.
ISS is a specialty
school of the National
University of
Singapore (NUS)
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3. Our Programmes and Services
Innovation & Enterprise IT
IT-Enabled Innovation and Productivity
 Service Innovation
 Enterprise Business Analytics
 Enterprise Social Business
Enterprise IT
 Business Analysis
 Strategic IT Management
 IT Project Management
 IT Service Management
 IT Risk Management
 Software Engineering
 Advanced Software Design & Development
 Intelligent Systems (Knowledge Engineering)
Research Services
Consulting Services
e-Government Leadership Centre
(eGL)
Graduate Programmes
 Graduate Diploma in Systems Analysis
 Masters of Technology
 Software Engineering
 Knowledge Engineering
 Enterprise Business Analytics
For more info: www.iss.nus.edu.sg
©2014 except where indicated. /40
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4. The Five Ways
1. Know where your customers are.
2. The 40:40:20 rule.
3. Give customers opportunity to shine.
4. Be the expert.
5. The Customer INSIDE – your boss and
colleagues.
Image Credit: deathtothestockphoto.com
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5. Five Ways to Winning Customers via Social
Media
1. Know where your
customers are.
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6. 1. Know Where Your Customers Are
Image courtesy of freedigitalphotos.net / photoraidz
Which channel?
The channel you want/like may or may not
be appropriate for your business.
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7. Where is your customer active?
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8. Do they use the same social media?
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9. Illustration by Emily Chen http://www.thedadproject.com/?p=1557
So, don’t bark up the wrong tree.
Review and focus your efforts on the right channel(s)
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10. You can also target different segments
on multiple different platforms.
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Photo credit: http://www.joeverasrestaurant.com/

11. << ISS Facebook Page
Mainly targets post-grad students
ISS Twitter @ISSNUS >>
Mainly targets professionals
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12. Once you know where your customers are…
… Be aware of Facebook’s constantly
changing newsfeed algorithm.
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13. 1. Facebook does not show your post to all fans.
2. Facebook rewards good content with greater
reach, and lousy content with less reach.
Good content is a must, and
it is also our responsibility.
(As “unfair” as it may seem).
©2014 except where indicated. /40
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Image Credit: deathtothestockphoto.com

14. It is important therefore that you:
1. Review your reach statistics (in Facebook Insights)
2. Review your
content strategy
3. Produce good content
4. Drive engagement
5. Invest in (a little) advertising
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15. Five Ways to Winning Customers via Social
Media
2. The 40:40:20 Rule
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16. On most channels, all hard sell and
no “play” is a major turn off.
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18. The Rule
Social Media Version
40% RELATED CONTENT
Things of relevance to your product but no hard sell.
40% VALUE-ADD CONTENT
Content that gives or creates value to the community or members.
20% HARD SELL
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19. First 40% : Related Content
Content of relevance to your product but no hard sell.
• What relates to your product but is NOT your product?
• Broaden everyone’s horizons, shows that you “know” your stuff.
• Has direct value to YOU.
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You sell this product (toys)
Also reference a related
topic (childcare, play).

20. Second 40% : Value-Add Content
Content that creates or adds value to the
customer.
• Useful content that everyone appreciates. (No relation
to your product needed.)
• Improves the experience of using your product/service.
• Has direct value to customer.
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21. Value Content 40%: Examples
1. Tips, Guides, Solutions.
2. Humour and “viral” content.
3. Improves the experience of using your product or
service.
4. Feature your community or individual members.
5. Giveaways
Image Credit: deathtothestockphoto.com
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22. 20% : HARD SELL
Traditional hard sell:
• Promotions, discounts, sales.
• Reviews, write-ups, photos of your own
products/events.
• Awards/accolades that you won.
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23. It often pays to diversify your content and think
beyond brand and product.
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24. Five Ways to Winning Customers via Social
Media
3. Give Customers
Opportunities to
Shine
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25. Let customers show off your
products, your logo, your
services, shop, people, etc.
Common example: sample reviews.
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Image Credit: deathtothestockphoto.com

26. Entice with #hashtags
Photo Credit: http://cheowster.blogspot.sg/2014/05/celebrate-mothers-day-with-swee-heng.html
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27. Create photo opportunities.
Photos Credit: http://comeseetoys.blogspot.sg/ Photo Credit: https://www.facebook.com/singaporenavy
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28. Facilitate content that people want/need/must(!)share.
Photo Credit: Sony Pictures Singapore / Spiderman 2 gala premiere
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29. Ultimately, in social media, you want the
customer to help you to sell YOU.
The social paradigm is never one-sided or “alone”.
This is the key to community sustainability.
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30. Five Ways to Winning Customers via Social
Media
4. Be the Expert
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31. Don’t just sell your
product, sell yourself
as its expert.
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32. If you sell something
“ordinary” … like air-cons
You could also post about:
Aircons in Cars
Cooling in Buildings Haze care/global warming
Science, Physics, Chemistry
Follows the 40:40:20 rule.
Aircon servicemen/staff
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Beautiful landscapes

33. This creates credibility, a vital ingredient in
social media engagement and branding.
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34. Five Ways to Winning Customers via Social
Media
5. Mind the
Customer Inside
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35. Your boss and colleagues
are also your social media
“customers”
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36. Social media is often a challenge within
the organization.
Does management
question you?
Do you have (no) budget?
Do colleagues help with
engagement?
Image Credit: deathtothestockphoto.com
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37. 1. “What is your strategy?”
Prepare answers for your aims, objectives, target
audience, choice of channels, etc.
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38. 2. Management Participation
Or lack of it.
A supportive and
participative
management is a
huge bonus.
Get them involved.
Image Credit: politico.com
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39. 3. What is your ROI / KPI ?
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Statistics
Social Testimonials

40. Sustainability in Social Media
Illustration by Sacramento Design
http://www.sacdesignet.com/
Winning customers’ hearts online goes beyond today’s
sale; via social, you can influence future customers.
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41. THANK YOU
NICF Online Community Management for Social Media (2-day course, 17-18 Nov)
Also: Social Media Marketing / Social Media Analytics / Social Media for B2B
For more info: iss.nus.edu.sg
©2014 except where indicated. /40
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