Marketing in 2013: The Customer Conversation Using Social Media

Marketing in 2013:
The Customer Conversation Using Social
Media
February 16, 2013

The Long and Winding Road Toward Making A
Purchase in 2013
• Consumers Now Move Along A
Complex, Nonlinear Pathway To Final
Purchase
• 83% Say Path To Purchase May
Involve A Greater Number Of "Stops,"
But It Takes Less Time Than It Used To
• Shopping Today Is A More Personal
And Emotional Experience
• 79% Of Consumers Say Their
Relationship With Brands Is Much
More Personal Than Ever Before
• 68% Say Shopping Today Is "Less
About The Brands/Products
Themselves And More About Me -
What They Are Feeling Or Needing
Creative Business Consulting Group www.cbc-group.net

1

Connecting With Consumers In 2013 Is Not
Simple; Multiple Channels Are Required
• Today’s Consumer Is Finding Out About New Products, Styles, And
Trends Online – From Friends, Brands, And Influencers
• The Shopping Experience Has Turned Into One That Is Connected
As Consumers Are Using Mobile Devices While Shopping
• 76 Percent Of Consumers Recommend Companies They Trust To A
Friend Or Colleague (Source: Edelman)
• 86 Percent Of Millennial Consumers Say That User-generated
Content Has More Influence On What They Buy
(Source: Bazaarvoice Study)
• 62 Percent Of All Online Shoppers Read Product-related
Comments From Friends On Facebook
• 75% Of These Shopper Clicking Through To The Retailers Site
(Source: Sociable Labs Social Impact Consumer Study)

Retail 2013 - New Rules Apply: Customers Will
Buy Where And How They Want To
• Even If Your Customers Can’t Get
Your Products Anywhere Else Today,
You Can Bet They’ll Find A Way
Tomorrow – With Or Without You In
The Picture
• Mono-channel Is No Longer An
Option In An Omni-channel World.
• One Way That Retailers Are Working
Towards Becoming Omni-channel Is
By More Seamlessly Integrating Web
With Brick And Mortar Capabilities
• Retailers Must Create User-friendly
Ecommerce Platforms And Social
Media Programs That Are Integrated
With Offline Sales And Merchandising
Strategies

2

Customers Often Break Up With Brands That
Ignore Them Via Social Media
• Customers May Feel The
Relationship With A Brand Is
One-sided. And No One Likes A
One-sided Relationship.
• The Feeling Of Unreciprocated
Admiration Will Often Cause
Customers To Break Up With
Brands
• On Average, A Business Loses
About 20% Of Its Customers Just
By Failing To Tend To Customer
Relationships

Getting Customers Back After A
Break Up Can Cost You Both
Time And Money

Brands Must Engage Customers Who Are
Spectators And Create Critics


3

Deeper Customer Connections Are Possible
Using Social Media; The Question Is Where?
• People Who Engage
With Brands Via
Social Media
Demonstrate A
Deeper Emotional
Commitment To
Those Brands
• They Spend
Between 20% And
40% More Than
Other Customers On
The Products And
Services Offered By
The Brands

Bain & Company Creative Business Consulting Group www.cbc-group.net

Facebook – By The Numbers
• Total Number Of Users: 1.06 Billion
• Total Number Of Pages: 50 Million
• Total Number Of Mobile Users: 680 Million
• Average Number Of Friends Per User: 141.5
• Average Daily Uploaded Photos: 350 Million
• Average Time Spent Per Visit: 20 Minutes
• Total Number Of Promoted Posts: 2.5 Million
• Total Number Of Page Offer Claims: 42
Million


4

This Jewelry Stores’ Facebook Page Was
Ranked #4 Of All Small Business Pages - 2012

WHY?
• User Friendly Link To
Online Shopping Page
• Good Fan Engagement
With Photo Usage
• Use Of Discount
Promotions To Drive
Traffic Where Appropriate
• Numerous Customer
Recommendations
• Rewards App Is A Smart
Way To Get Continual
Engagement


Improving Facebook Engagement
Keep Your Updates Short Research Shows That 100
Characters Or Fewer Seems To Be The Sweet Spot.
Easy Cross-posting On Twitter
Add Photos/Videos Posts That Include A Picture Or
Video Generate 120% And 100% More Engagement
Don’t Use URL Shorteners Engagement Rates Were
3X Higher For Facebook Posts That Use A Full-length
URL
Post At Times Ideal For Your Fans Optimal Time To
Post Is Between 1:00 Pm And 3:00 Pm
• Links Posted Between 1 And 4 Pm Get The Highest
Click-through Rates ( Wednesday At 3:00 Pm Being
The Best Time To Post All Week)
• Engagement Rates Are 18% Higher On Thursday
And Friday
• If Your Goal Is Likes Saturday And Sunday Posts Get
The Most Likes
Buddy Media

5

You Tube - How To Use It For Your Jewelry Store
800 Million Users And 4 Billion Views Per Day
Add Product Videos To Your Website Raise Your SEO
Profile (Google Algorithm Shows Preference For Videos In
Search Rankings
Create Videos Worth Watching. Youtube Ranks Video Based
On "Watch Time," Giving Prominence To Videos That Are
Watched For A Longer Stretch Of Time
Extend Video Usage. Use Videos Beyond Website Product
Pages: Embed Videos In Email Newsletters, Post Frequently
To Social Networks. Build Out Youtube Or Vimeo Channels
Go Mobile Use Videos To Engage Mobile Users. Video Can
Include All The Details That A Mobile Shopper Needs To Make
A Buying Decision (Options, Price and Availability)
Have Customers Create Videos (Contests, Etc.)
Videos Created By Customers Can Be More Powerful Than
Videos Created By A Business, Since Consumers Place A Lot
Of Faith In What Their Fellow Shoppers Have To Say.
Capture App- Lets Users Share Videos Directly From Their
IPhone Screen


Pinterest – Pinning Your Way To Customer
Loyalty And Retail Sales
Allows Users To "Curate"
Collections Of Images
Based On Their Passions
(November 2012 Offered
Business Accounts)
• Pinterest Users Have
Highest Average
Incomes Of All Social
Media Sites (44% Earn
More Than $60K)
• Use Pinterst This Year To
Create Pinterest
Pinboards For Their
Brands And Businesses


6

Pinterest Case Study: 143 Boards; 14,054 Pins


How Will You Get Result A Return On
Investment From Your Social Media Strategy?
• Growth In Audience Members, Such
As Facebook Fans And Twitter
Followers
• Higher Engagement Of Fan Base
With Your Digital Presence
(Comments, RT’s, Shares And Other
Interactions)
• Generation Of Sales Leads, Allows
For Permission-based
Communications
• An Increase In Traffic
• Sales Through Coupon Redemption
At Traditional Stores And Links To E-
commerce Sites


7

Focus Your Social Media Strategy On
Delivering Maximum Results For Your Business
Businesses Get
Results In Three
Steps:

• By Growing Their
Fan Base
• Engaging Fans
With Their Brand
• Monetizing On
Their Fan Pages

How To Drive Customer Engagement With Your
Social Media Content
Ask Questions. Questions Are A Powerful
Brain Stimulator. Ask Skillfully Crafted
Questions That Heighten A Buyer's Need
To Consider Your Product
Tell Stories. People Love A Good Story.
They Add Emotion To Situations And They
Help People Remember Complex Details
And Content. Stories Allow Listeners To
Jump Into A Situation And Imagine
Themselves There
Make Comparisons Why Would
Someone's Life Be Better With Your
Products/Services? Point Out Key
Differences And The Advantages Of
Shopping At Your Store -- Doing So Makes
It Easier For Customers To Choose You


8

How To Drive Customer Engagement With Your
Social Media Content
Paint Pictures. Images Are An Extremely
Powerful Way Of Capturing Attention And
Engaging Someone's Mind. What Pictures
Can You Use To Highlight The Need For
Your Products?
Mirror Customers. When Customers Feel
That You “Mirror” Their Own Ideals, You Can
Establish Rapport Quickly. Mirror Your
Prospects; Show Them Others Who Are
Like Them In Realistic Product Situations.
That Establishes Rapport And Builds Trust
Add WIIFM. Convert Every "We" Or "I" Into
"You." That Shifts The Sense Of The
Message From Being All About You To
Being All About Your Reader Or Listener.
People Really Care About Themselves


Your Social Media Strategy Must Be Built To
Engage Followers and Build A Community
Using Social Media For Your Small Business Requires A Blend Of Business
And Personal Information
- Suggested Blend -
Personal 40% • Share Your Personality
• Publish Information That Will Help Establish You
And Your Brand With Your Followers
• Have Fun And Express Yourself (Use Humor)
Share Relevant • Forward Blog Posts (Yours Or Others) That Are Of
Information Interest To Your Followers
30% • Share Articles That Will Be Interesting To Your Fans
• Make Yourself The Expert By The Information You
Share
Business 30% • Publish Promotions Or Store Events
• Publish Specials/Deals For Followers With Links To
Appropriate Webpages And/Or Locations
• Host Special Events For FB Fans Only


9

Remember The Basics, Follow Posting “Rules”
• Align Posts With Your Overall Strategy –
Remember To Ask: What Are My Goals?
• Good Posts Build Rapport, Evoke Trust
And Engage Customers To Buy
• Twitter Allows 140 Characters – Good
Tweets Leave 15-20 Spaces For RT
Activity.
• Facebook Posts Should Be About 200
Characters- Attach Visuals
• Quality – Not Quantity When It Comes
To Blog Posts
• Use Video Links, Pictures Often
• Remember The 40/30/30 Rule When
Determining What To Say
• Set Google Alerts To Listen To Your
Customers Talking


Use Humor To Engage Your Fans and Followers
Do You Like To Laugh? So Do Your Customers!
1. Tap Into Pop Culture – Getting Your
Fans Into A Fun Pop Culture Meme Is
Enough To Them Smile.
2. Lampoon With Cartoons - Cartoons
Are Often The Most-read And
Remembered Part Of Magazines And
Newspapers, And They Can Also Be An
Effective Mechanism For Promoting Your
Brand
3. Get Animated – Use Apps To Create
Animated Videos –Quickly And Easily.
Apps To Try: Xtranormal Or Goanimate
4. Solicit Humor From Your Fans - Why
Not Try Crowdsourcing Your Funny
Business?

10

Use In Store Experiences In Your Post Content
Deliver A View Of Your Daily Business Via Posts. Help Your Customers
Follow What Is Going On With Your Business- Even If They Can’t Be There

• In-Store Events
• Marketing Activities
• Links To Emails, Blog Posts, etc.
• Trade Show Experiences
• Share Your Market Experiences
• Ask For Customer Feedback
• Share Customer Experiences
• Testimonials, Product Reviews
• Share Employee Experiences
Behind The Scenes


Communicate How Knowledgeable Your
Employees Are
• Create Industry Expertise For Your
Store/Brand By Sharing Posts (Written
or Videotaped) By Your Employees
• Give Them A Place To Showcase Their
Extensive Product Knowledge
• Have Employees Showcase Via Posts
Features/Benefits Of ALL Products –
Better Than Consumers
• Provide Links To Information About
Online Review Sites For Specific
Products
• Be Able To Discuss Benefits From
Buying In-Store Vs. Online if Necessary
(Be Versed With Pricing Information From
Competitive Sites)

11

Use Tools To Grow Your Fan Base With Social
Media Campaigns
Wildfire Interactive. Offers Constant Contact. Offers
Online Tools That Enable A Social-media
Businesses To Design, Deliver Component Among Its
And Manage Campaigns. Services. Allows Small
Capabilities Include Analytics Businesses To Run
That Allow You To Assess Campaigns That Attract
Campaign Performance, Fans And Followers.
Evaluate Social Behavior Of Crossover Tools Equip
Fans And Gather Market You To Promote Facebook
Intelligence. Pages To E-mail
Note: You Can Tweak Subscribers And Facilitate
Campaigns In Progress To Get Customer Sharing Of E-
Better Results And Create More mails Through Social
Relevant Messages Media.

Businesses Get Results In Three Steps: By Growing Their Fan Base,
Engaging Fans With Their Brand, And Monetizing On Their Fan Pages

Use Tools To Grow Your Fan Base With Social
Media Campaigns
Snapapp-The Company Facilitates Marketing
Campaigns And Sharing Through Social Media As Well
As Websites, Blogs, And E-mail. Content Can Be
Optimized For Mobile Delivery.
Offerpop - Social-marketing Platform That Has
Facebook And Twitter Apps That Help Run Campaigns.
Uses Contests And Deals To Attract Fans And
Followers, Capture E-mail Addresses, Generate Leads,
And Drive Sales. Has Measurement Tools.
Local Agencies - A Local Agency Can Design And Run
Campaigns For Your Business Using Its Own Suite Of
Tools Or Using The Technology Mentioned Previously
Before Launching A Campaign Or A Series Of
Campaigns, Businesses Should Have A Content
Strategy In Place And Set Specific Goals To Get
Returns On Money—and Time!

12

Measuring Your Return On Investment (Effort)
Will Help Insure Your Message Is Effective

• Growth In Audience Members?
• Retail Fan Engagement With
Customers In Conversations?
(Increase In Likes, Shares, RT’s)
• Did We Reach Our Target Market?
• Did We Achieve Our Campaign
Goals? (Sales, Customer
Acquisition?)
• What Is Our ROI For Our Marketing
Spend?
• ROI Measurement Formula
• ROI =Benefits- Cost/Cost



13

Marketing in 2013: The Customer Conversation Using Social Media

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