Geared towards early stage entrepreneurs, Philly Tech Week's Entrepreneur Boot Camp featured experts ready to teach the basics of starting a business, including customer acquisition. Things have changed in the digital age, so we discussed the five things entrepreneurs need to know about using social media to drive conversion.
Presented at Philly Tech Week 2015 during the Entrepreneur Boot Camp.
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Customer Acquisition in the Digital Age: Using Social Media to Connect and Convert
1. USING SOCIAL MEDIA TO
CONNECT AND CONVERT
CUSTOMERS
Customer Acquisition in the Digital Age
Erica Nardello, Social Media Supervisor at LevLane
2. Facebook followers are…
80% more likely to be brand users
than non-followers
Syncapse “The Value of a Facebook Fan 2013: Revisiting
Consumer Brand Currency in Social Media”
3. And Twitter followers are…
64% more likely to buy products from
brands they follow
Erin Richards-Kunkel, Yahoo! Small Business
7. In 2014, 52% of internet users were
using two or more of the five major social
networks – up from 42% in 2013.
Pew Research “Social Media Update 2014”
11. Online conversations are everywhere
And sometimes they’re in the
places you least expect…
In 2014, we discovered that our
Massage Envy Spa clients were
missing nearly 40% of online
reviews because they weren’t
monitoring the platforms their
customers were actually using
to share their feedback
12. Promoted Tweets using Twitter Cards during the Parks and Recreation
season finale helped to spur viewers to get involved with the real
National Parks Conservation Association
14. Ben & Jerry’s found a way to put Twitter users’ unused characters to
use in promoting a cause close to their hearts on World Fair Trade Day
15. Jinxed promotes local vintage finds and boosts sales with exclusive
call-to-buy calls-to-action at three area locations on Instagram
Instagram:
Jinxed
Philadelphia
17. Invite customers to tell their own stories
Rothman Ambassadors
shared personal triumphs in
hopes of touching someone
whose fear outweighs their
pain… and inspired more
than 100 other patients to
share their own stories.
19. Your social audience doesn’t fit the
mold
Our Massage Envy Spa
clients said that their
customer base is:
• Mostly white
• 50% female, 50% male
• Ages 35-54
We challenged that and
found that their social
customers are:
• Mostly African-American
• 76% female, 23% male
• Ages 25-54
(but mostly 25-34)
20. Knowing is half the battle, so let’s
recap:
• There isn’t just one platform or content type that works
• Follow the conversation before you join
• Strategize for each social platform
• Aim for advocacy, not one-time buyers
• Use analytics to continually optimize and improve
Awareness → Interest → Desire → Action
You may be wondering where social media fits into the mix, but actually social media has a role to play at every stage of the funnel.
Awareness → Interest → Desire → Action
You may be wondering where social media fits into the mix, but actually social media has a role to play at every stage of the funnel.
According to Pew Research’s Social Media Update 2014, 52% of internet users in the United States are using two or more of the five major social networks – Facebook, Twitter, Pinterest, Instagram, and LinkedIn. This is up 10 percentage points from 42% the previous year. As users continue to diversify their mix of social platforms, it’s important for brands to do the same, understanding that one platform isn’t enough for those trying to make an impact.