Simple Steps to Social Media Effectiveness—A @Midwest presentation
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Why is social media so important? More people are using social media through their mobile phones, computers, and tablets than talking, calling, emailing and texting. Do you find this surprising? I know I don’t. Some businesses have gone to the extent of allowing 30 minutes a day for their employees to use social media. There’s a lot more to engaging in social media marketing than creating a few profiles and posting a few links. Without taking a measured approach to the situation, you’re not going to be able to make the most of what is a very powerful and influential strategy. There are thousands of other companies competing for social media users’ attention, so laying the right groundwork is crucial. Learn more about the @Midwest Social Media Conference by visiting atMidwest.com.
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Simple Steps to Social Media Effectiveness—A @Midwest presentation
- 2. BRIAN HUONKER CONSULTANT, DESIGNS BY BRIAN VICE-PRESIDENT, @MIDWEST ASSISTANT DIRECTOR, UNIVERSITY MARKETING, ILLINOIS STATE UNIVERSITY HUONKS.COM FACEBOOK.COM/BKHUONKER TWITTER.COM/BKHUONKER LINKEDIN.COM/IN/BKHUONKER
- 3. WHAT IS SOCIAL MEDIA
- 4. a fancy way to describe the zillions of conversations people are have online 24/7. Some of which are about you and your business. SOCIAL MEDIA ARE CONVERSATIONS
- 5. Social Networking. Facebook, Twitter, LinkedIN, Google+ Interact by adding friends, commenting on profiles, joining groups and having discussions. Social Bookmarking. Del.icio.us, Blinklist, Simpy Interact by tagging websites and searching through websites bookmarked by other people. Social News. Digg, Propeller, Reddit Interact by voting for articles and commenting on them. Social Photo and Video Sharing. YouTube, Pinterest, Instagram, Flickr, Interact by sharing photos or videos and commenting on user submissions. Wikis. Wikipedia, Wikia Interact by adding articles and editing existing articles. Location Games/Deals 4Square, Places, SCAVNGR Interactions through games, specials and deals A host of social media options, each tailored towards the customers communication style. SOCIAL MEDIA ARE
- 6. WHY SHOULD WE CARE?
- 7. SIMPLE STEPS TO SOCIAL MEDIA EFFECTIVENESS
- 8. STEP 1: DO YOUR HOMEWORK
- 9. Set your goals Increased sales? Develop buzz and interest around a new product Move old merchandise Generate registrations to branded events through social Increase foot traffic? Engage users in social to generate relevant and targeted traffic Customer service Gain market share by leading customer/client service through social STEP 1: DO YOUR HOMEWORK
- 10. Understand your audience Who are they Characteristic? What motivates them? What do they want from you When are they on? Where are they at? STEP 1: DO YOUR HOMEWORK
- 11. Listen Discover what people are saying about you Facebook, Twitter, Link edIN Reddit, Yelp, Places Sign up for Google Alerts Sign up for Hootsuit STEP 1: DO YOUR HOMEWORK
- 12. Outline Your Strategies Get influencers talking about you Educate people about why they you Tell stories that personalize the problems you can help solve Determine your tatics Twitter, Facebook Fan Page, LinkedIN, YouTub e. Which will help your strategies Try creating valuable content. creating blog posts, podcasts and videos that educate Incorporate your SEO keywords and phrases increase online visibility and search engine ranking STEP 1: DO YOUR HOMEWORK
- 13. Prepare your website Add a Facebook/Twitter Widget Add a Link on your content page Install Facebook Comments For blogs, add a link in the byline STEP 1: DO YOUR HOMEWORK
- 14. Set the tracking Tools Bit-ly Google Analytics Facebook/Twitter/Linke dIN analytics Measure against your goals. Remember quality is better than quantity STEP 1: DO YOUR HOMEWORK
- 15. Invite your friends (even grandma) And have your employees do the same (and grandma) When people send a friend request, encourage them to like your page STEP 2: UTILIZE EXISTING RELATIONSHIPS
- 16. Set a goal for new connections/friends hips each week Join LinkedIN Groups Join Facebook Groups Look for fellow Tweeters. STEP 3: CULTIVATE NEW RELATIONSHIPS
- 17. Write about a current event Tie it to your brand or industry. How can you help them Ask your audience to post questions, pictures or stories about your brand Milestones Involve your fans in product decisions Showcase a cause Tie it back to your industry STEP 4: CREATE CONTENT
- 18. share content / insights that will enrich their lives Raise awareness of other peoples work Occasionally a lighthearted YouTube video or image STEP 5: SHARING OUTSTANDING CONTENT
- 19. To Help Your Contacts Overcome Challenges They Are Facing STEP 6: GO THE EXTRA MILE
- 20. Once a week, review your strategy Schedule post Try different posting times Even off hours STEP 7: SCHEDULE TIME TO DEVOTE TO YOUR SOCIAL MEDIA SUCCESS
- 21. Fill out the About Pages, Photos, Eve nts Include links back to your site Photos. The more, the better Facebook Profile Take advantage of the space with a distinct image to appear in wall post Facebook Timeline Highlight products and services Like other Relevant Facebook pages Your image shows STEP 8: RANDOM TIPS AND TRICKS
- 22. Facebook Advertising Pay Per Click Pay per 1000 Facebook Promoted Post Appears on at the top of your customers wall feeds Appears on your customers’ Friends pages as well STEP 8: RANDOM TIPS AND TRICKS
- 23. Blogs: Great SEO traffic drivers Mention your page in your blog posts. Tell people to leave comments on your Facebook page when you close the comments STEP 8: RANDOM TIPS AND TRICKS
- 24. YouTube How to videos Product Demonstrations Industry News Review Detail description Links back to your site Branded channel Treat it as a social media channel STEP 8: RANDOM TIPS AND TRICKS
- 25. Twitter Use your own voice Share content, in your own voice Tweet with your industry members/brand advocates Thank people for following, ask them how you can help Link back to your site STEP 8: RANDOM TIPS AND TRICKS
- 26. LinkedIN Now has company pages Reach out to build network of industry professionals Participate Strategically in LinkedIn Groups STEP 8: RANDOM TIPS AND TRICKS
- 27. Flickr/Instagram/Pin terest Showcase products Installation tips Behind the scene photos Event promotion and recaps STEP 8: RANDOM TIPS AND TRICKS
- 28. 96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back A dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people. 70% of buying experiences are based on how the customer feels they are being treated 55% of customers would pay extra to guarantee a better service 80% of customers prefer to speak with a representative at the weekends CREATE A DIALOGUE
- 29. Happy customers who get their issues resolved tell an average of four to six people about their positive experiences Word of mouth testimonials broadcasted across social media channels “SMART BUSINESS”
Hinweis der Redaktion
- Before we can talk about some simple tips for social media, let’s take a step back and talk about what social media is
- The more you know. Allows you to stay on topic
- Your frequency of content delivery & response to social engagement.Your types and specific topics for content creation.Ways to increase audience engagement.Events that can drive social.Facebook:More than 955 million users. Majority between 18-25; 60 percent female. Best opportunity for community building with customers.Twitter:More than 555 million users. Majority between 26-34; 57 percent female. Best tool for interacting in real-time.Google Plus+:More than 170 million users. Majority between 26-34; 63 percent male. Platform for driving visibility around a brand.LinkedIn:More than 150 million users. Majority between 26-34, directly followed by 35-44. The number one B2B social networking tool.Pinterest: More than 12 Million Users. Majority between 26-44; 68 percent female. A viral platform for sharing stories via pictures.
- Encourages more commentsObtain a better Edge RankGet more fans
- We're fortunate that social media has given us a means of building relationships that isn't reliant on dragging yourself from meeting to meeting. A lot of the work can be done without ever leaving your desk! But just as with old style networking, effective social networking means always be looking for opportunities to strike up new relationships. So set yourself a weekly target for how many new relationships you'd like to spark each week - and then stick to it!
- If you're someone who is always sharing insights, someone who gives willingly of their knowledge and advice, someone who shares articles that have been carefully selected to be relevant to others -
- Now it should go without saying that helping someone in their hour of need is always going to be remembered; and the more grave the situation they face, the more you jumping to their side is going to be remembered. If someone's facing a challenge that's derailing their career; or finds themselves out of work; or perhaps way off hitting target this quarter... these are stressful moments in anyone's life. Come to their assistance at these moments and you'll create strong bonds for life.
- Last but not least, these activities require a consistent commitment of time. You need to be ever present in your channels to be able to jump in and support people when it's needed. Your activity needs to maintain a consistent level so that people continue to look out for your next communications. Occasionally there will be things come up in your professional life that mean this simply isn't possible; but for most of the year, it's really a question of making time for your networking activities and then sticking to that time commitment rather than letting it slip.
- Whenever you add a new friend or like a new restaurant, for example, you'll see the cover photo for that person or that business's page appear in the News Feed. According to Facebook, this change is designed to provide more context about your Page, so make sure the photo is eye-catching and visually representative of your Page.Read more: http://www.entrepreneur.com/article/226036#ixzz2O2XMdi1k
- Facts about customer experiences and referrals96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back – 1st Financial Training servicesA dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people. – White House Office of Consumer AffairsHappy customers who get their issue resolved tell about 4-6 people about their experience. – White House Office of Consumer AffairsHappy customers who get their issue resolved tell about 4-6 people about their experience. – White House Office of Consumer Affairs70% of buying experiences are based on how the customer feels they are being treated – McKinsey55% of customers would pay extra to guarantee a better service – Defaqto researchPrice is not the main reason for customer churn, it is actually due to the overall poor quality of customer service – Accenture global customer satisfaction report 200894% of customers do not want to be transferred to another representative more than once – Mobius Poll 200280% of customers prefer to speak with a representative at the weekends – Mobius Poll 200284% of customers are frustrated when a representative does not have immediate access to account information – Mobius Poll 2002Customer who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, as to if they ‘only’ gave you a score of 4.8. – TeleFaction data researchIt takes 12 positive experiences to make up for one unresolved negative experience – “Understanding Customers” by Ruby Newell-LegnerFacts about customer retention and churn factsA 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain & CompanyA 50% reduction in customer base would occur if left alone over a 5 year period – Bain & CompanyIt costs 6 – 7 times more to acquire a new customer than retain an existing one – Bain & CompanyAn average company loses between 10 – 30% of its customers annually – McKinseyA customer is 4 times more likely to defect to a competitor if the problem is service related than price or product related – Bain & Company68% of customers leave because they were upset with the treatment they received whilst speaking to customer services – US Chamber of CommerceDissatisfied customers whose complaints are taken care of are more likely to remain loyal, and even become advocates, as those that are ‘just’ customers – Strauss & SeidelThe probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing MetricsFor every customer complaint, there are 26 other unhappy customers who have remained silent – Lee Resource96% of unhappy customers don’t complain, however 91% of those will simply leave and never come back – 1st Financial Training servicesA 2% increase in customer retention has the same effect as decreasing costs by 10% – Leading on the Edge of Chaos, Emmet Murphy & Mark MurphyCustomer profitability tends to increase over the life of a retained customer – Leading on the Edge of Chaos, Emmet Murphy & Mark MurphyIn the US alone, people that switch from insurance providers represent a $7.6 billion market in annual premiums – JD Power & AssociatesFacts about customer service and contact / call centersA good customer service strategy should balance costs, quality and revenues. Companies that restructure call centers in this way can often cut their costs by up to 35% and boost the revenue they generate by as much as 35%, thereby transforming them into strategic assets providing a competitive advantage – McKinseyResearch shows that a 10% increase in customer retention levels result in a 30% increase in the value of the company – Bain & Co.76% of companies motivate employees to treat customers fairly, and 62% provide effective tools and training to gain trust with their customers – Peppers and Rogers Group, 2009 Customer Experience Maturity Monitor70% of customer experience management best in class adopters use customer feedback to make strategic decision. 50% of industry-average organizations and 29% of laggards do. – Aberdeen Group81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competitors – Peppers and Rogers, 2009 Customer Experience Maturity Monitor72% of all customers believe it takes too long to reach a live agent – Harris69% said they were on hold for too long – Harris50% of the people survey said that agents failed to answer their questions – Harris44% said the information they received was not accurate- Harris92% of all interactions happen via the phone – Gartner85% of consumers are dissatisfied with their phone experience – GartnerEven in a negative economy, customer experience is a high priority for consumers, with 60% often or always paying more for a better experience. – Harris Interactive, Customer Experience Impact ReportEmployee factsThe average recruitment cost of filling a vacancy is £4333, increasing to £7750 when organizations are also calculating the associated labour turnover costs – The Chartered Institute of Personnel and Development Annual SurveyEmployee churn in the private sector is 22.6% – The Chartered Institute of Personnel and Development Annual SurveyAn average of £1202 is spent on employee training – The Chartered Institute of Personnel and Development Annual SurveyFacts about customer strategy90% of North American firms view customer experience as important or critical to 2010 plans. 80% of firms would like to use customer experience as a form of differentiation. – Forrester’s: The State of Customer Experience 2010.85% of business leaders agree that traditional differentiators alone are no longer a sustainable business strategy – Shaw & Ivens71% of business leaders believe that customer experience is the next corporate battleground – Shaw & IvenseCommerce spending for new customers is on average $24.50, compared to $52.50 for repeat customers – McKinseyReducing time and money on explaining business procedures and costs with new customers will save overall – Marketing Management; Spiro, Rich, Stanton 200873% of marketing managers of various large companies credit “Repeat purchase behavior” as integral to the definition of successful customer engagement –Forbes MagazineA survey asking which is the most important marketing objectives, shows that 29.9% think that it should be customer acquisition, and 26.6% think that it is customer retention. However 62.2% admit that they concentrate on customer acquisition, with only 20.6% focusing on customer acquisition. –Emarketer55% of current marketing spend is on new customer acquisition – McKinsey33% of current marketing spend is on brand awareness – McKinseyOnly 12% of current marketing spend is on customer retention – McKinsey
- Happy customers who get their issues resolved tell an average of four to six people about their positive experiences, according to the White House Office of Consumer Affairs. It pays to treat your customers well, not only for the repeat business, but also to gain the positive word-of-mouth consumers now broadcast across social media. Satisfied customers can become your most influential brand ambassadors. They’ll help to answer customer service questions posted online and also tout their own positive experiences with your business.