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Analyze, Influence and Engage Your Customer - v1.7

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Analyze, Influence and Engage Your Customer - v1.7 Analyze, Influence and Engage Your Customer - v1.7 Presentation Transcript

  • By:Colter Bowmancolter@mojocreator.com
  •  UnderstandingThe SocialWeb Analysis ofYour CustomerThrough Research InfluencingYour Customer’s Decision Process EngagingYour Customer Head On
  •  Don’t think about the social web as a set of features to addon to your existing site.The social web is not about addinga “like” button or a “share” button to your web pages. The social web is about people. it’s important to design your business around those people.
  •  22% of companies surveyed have a strategy that ties data collectionand analysis back to business objectives, which is down from 25% lastyear. (EconsultancyOnline Measurement & Strategy Report, June 2011). 28% of 1500 companies surveyed struggle to tie analytics back to theircampaign strategy, and only 30% are reporting regularly tomanagement! (“How Engaged isYour Brand”, 2011, Alterian). 81% of survey respondents do not measure the ROI of their webanalytics efforts, which is one of the easiest ways to link efforts tooutcomes. (BtoB Magazine, “Web Analytics: Practices andTrends fromthe Field, 2011.”
  •  Who is your target audience? Where is your audience located? What do they think about your brand? What would you like your audience to thinkabout your brand? How will you attract them to your products orservices? Who else is competing for their loyalty anddevotion? Or, How much do you know aboutyour competition? Are you targeting business or consumer sectors?Or both?
  • Type Name URL CostA/B SplitTesting VisualWebsite Optimizer VisualWebsiteOptimizer.com Free/$CallTracking Call Bright/Source Callbright.com/CallSource.com PerCallCall Monitoring Twilio/Plivo Twilio.com/Plivo.com PerCallCustomer Journey GoogleAnalytics Google.com/analytics FreeCustomer Prediction SocioCast SocioCast.com $39+Ecommerce Intelligence KISSmetrics KissMetrics.com $150+Heatmap Reporting Crazy Egg CrazyEgg.com Free/$InsightAnalysis GoogleTrends/Correlate Google.com/trends/correlate FreeSurvey Intelligence Question Pro QuestionPro.com Free/$SocialTracking SalesForce (Radian6) Salesforce.com/Socialmarketing $500+Social Sentiment Trackur Trackur.com $27+Visitor Interaction ClickTale ClickTale.com Free/$
  •  Track the number of data sources and volume Viewing relevant conversations (to gain a clear sense ofwho is talking about the brand byage, gender, geography, psychographic and behaviorattributes) Determining the number of brand advocates andinfluencers and analyze what they are saying Determining satisfaction and brand advocacy scores likethe Net Promoter Score (NPS)**NPS is based on the fundamental perspective that every companyscustomers can be divided into three categories: Promoters, Passives, andDetractors based on one simple question — How likely is it that you wouldrecommend [Company X] to a friend or colleague?These groups can begrouped to get a clear measure of a companys performance through itscustomers eyes. Developed by Satmetrix, Bain & Company and FredReichheld
  •  Influence -The ability to affect outcomes based onpersonal characteristics and expertise. Influence ispart of nearly every communication. It is a process and not an event It Is Contextual It Is Often a Process RatherThan an Event It Is Cultural It Usually Requires a Mix ofTechniques InfluenceAttempts May Fail for Many Legitimate Reasons The More PowerYou Have, the More InfluentialYouWill Be
  •  Ethical – the person being influenced (influencee) hasconsented to being influenced Ethical Influence Is Consensual and Often Bilateral Unethical – when influence attempts are manipulativeor coercive Unethical Influence May Succeed, but Always at a Cost Authoritative – a group of people allow a leader of thegroup to organize efforts, make decisions, etc.(MeetUp) Connected – the strongest type of influence becausethe person doesn’t know they are being influenced.Thisinfluence is not forceful.
  •  InfluenceOutcomes do not include a simpleyes or no outcome.There is a range ofpossible outcomes for every influenceattempt.
  •  Explaining or telling (rational approach) Explain what they want or why they want it. Logicalpersuasion Finding Common Ground (social approach) Establish a similarity with the person. Find a commonassociation. Finding Inspiration (emotional approaches) Appeal to the heart of the person. Energize thememotionally Ask yourself, “Why would this person say yes orno”? Practice Empathy
  • 1. Ecairn - a paid tool that will find communities for you based on keywordsearches, ranking them as influencers, and organizing communities based on yourobjectives. It can map conversations and show your progress as you engage. Wellworth reviewing.2. Fliptop – an amazing new dashboard that accepts email lists or social identifiers (i.e. atwitter handle) and provides you with each person’s social profile.The system returnsNames, Age Range, Gender, Location, Employer,Occupation, Influence Score, and allthe Key Networks that person is on. It now finds 25-50% of people searched. Resultscan also be integrated into other dashboards via an API.3. RowFeeder – a great search system that will track keywords, hash-tags or usernamesfromTwitter or Facebook and dump all the statistics into Excel.4. Traackr – will identify influencers for you based on keyword searches, and moreimportantly, by industry type. It provides reach, resonance and relevance by topic, andhas gained a lot of respect among sophisticated social media analysts.5. www.wefollow.com andTwitter hashtags will provide you with great lists of potentialinfluencers to add to your graph for free.
  •  Engagement The act of sharing in the activities of a group Participation, involvement, involution Customer Engagement refers to the engagementof customers with one another, with a company ora brand.The initiative for engagement can beeither consumer- or company-led and/or themedium of engagement can be on or offline.
  • •Listening Grid•Engagement Plan•Classification Plan•RiskAversionTemplate•EvangelistTemplate•Graph Assignment•Customer Service•Manage Sentiment•Cohesive Campaign
  •  Interacting with your target market doesn’t stop atasking questions. Engage with your prospects in otherways. Read customers blogs and comment on them. Give them a call. Set up an appointment to go talk to them. Interact with them via other social media tools. Get involved with industry forums or networks. Make yourself known to them.You never know when asimple conversation will lead to a long-lasting, mutuallybeneficial working relationship. Send a happy birthday message or congratulate them on anew job
  • Type Name URL CostCustomer Profiling Track Social TrackSocial.com $500+Customer Engagement CrowdBooster CrowdBooster.com $9+Email Marketing ExactTarget ExactTarget.com $200Proactive Social Marketing MarketMeSuite MarketingMeSuite.com Free/$Social Intelligence Bottlenose BottleNose.com FreeSocial Media Management Sendible (HootSuite) Sendible.com $9+Social Media Marketing Argyle Socal ArgyleSocial.com $200+SocialApp Promotion WooBox (WildFireApp) WooBox.com Free/$
  •  Clarity –What single idea should someoneremember about your brand? Consistency – Brand consistency andcommunication Continuity – Build a connection between youronline efforts as well as your offlinecampaigns. Ex. CTA, Sales Materials Creativity - Stepping out of the box doesn’talways mean reinventing the wheel
  • Analysis,Tracking, Influence andEngagement increase a companiesoverall retention rate while loweringthe total acquisition cost per customer!
  • Comments or Questions?Colter Bowmancolter@mojocreator.comhttp://www.mojocreator.comhttp://www.linkedin.com/in/mojocreator/