Analyze, Influence and Engage Your Customer - v1.7


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Analyze, Influence and Engage Your Customer - v1.7

  1. 1. By: Colter Bowman
  2. 2.  UnderstandingThe SocialWeb  Analysis ofYour CustomerThrough Research  InfluencingYour Customer’s Decision Process  EngagingYour Customer Head On
  3. 3.  Don’t think about the social web as a set of features to add on to your existing site.The social web is not about adding a “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.
  4. 4.  22% of companies surveyed have a strategy that ties data collection and analysis back to business objectives, which is down from 25% last year. (Econsultancy Online Measurement & Strategy Report, June 2011).  28% of 1500 companies surveyed struggle to tie analytics back to their campaign strategy, and only 30% are reporting regularly to management! (“How Engaged isYour Brand”, 2011, Alterian).  81% of survey respondents do not measure the ROI of their web analytics efforts, which is one of the easiest ways to link efforts to outcomes. (BtoB Magazine, “Web Analytics: Practices andTrends from the Field, 2011.”
  5. 5.  Who is your target audience?  Where is your audience located?  What do they think about your brand?  What would you like your audience to think about your brand?  How will you attract them to your products or services?  Who else is competing for their loyalty and devotion? Or, How much do you know about your competition?  Are you targeting business or consumer sectors? Or both?
  6. 6. Type Name URL Cost A/B SplitTesting VisualWebsite Optimizer Free/$ CallTracking Call Bright/Source Per Call Call Monitoring Twilio/Plivo Per Call Customer Journey Google Analytics Free Customer Prediction SocioCast $39+ Ecommerce Intelligence KISSmetrics $150+ Heatmap Reporting Crazy Egg Free/$ InsightAnalysis GoogleTrends/Correlate Free Survey Intelligence Question Pro Free/$ SocialTracking SalesForce (Radian6) $500+ Social Sentiment Trackur $27+ Visitor Interaction ClickTale Free/$
  7. 7.  Track the number of data sources and volume  Viewing relevant conversations (to gain a clear sense of who is talking about the brand by age, gender, geography, psychographic and behavior attributes)  Determining the number of brand advocates and influencers and analyze what they are saying  Determining satisfaction and brand advocacy scores like the Net Promoter Score (NPS)* *NPS is based on the fundamental perspective that every company's customers can be divided into three categories: Promoters, Passives, and Detractors based on one simple question — How likely is it that you would recommend [Company X] to a friend or colleague?These groups can be grouped to get a clear measure of a company's performance through its customers' eyes. Developed by Satmetrix, Bain & Company and Fred Reichheld
  8. 8.  Influence -The ability to affect outcomes based on personal characteristics and expertise. Influence is part 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  Influence Attempts May Fail for Many Legitimate Reasons  The More PowerYou Have, the More InfluentialYouWill Be
  9. 9.  Ethical – the person being influenced (influencee) has consented to being influenced  Ethical Influence Is Consensual and Often Bilateral  Unethical – when influence attempts are manipulative or coercive  Unethical Influence May Succeed, but Always at a Cost  Authoritative – a group of people allow a leader of the group to organize efforts, make decisions, etc. (MeetUp)  Connected – the strongest type of influence because the person doesn’t know they are being influenced.This influence is not forceful.
  10. 10.  InfluenceOutcomes do not include a simple yes or no outcome.There is a range of possible outcomes for every influence attempt.
  11. 11.  Explaining or telling (rational approach)  Explain what they want or why they want it. Logical persuasion  Finding Common Ground (social approach)  Establish a similarity with the person. Find a common association.  Finding Inspiration (emotional approaches)  Appeal to the heart of the person. Energize them emotionally  Ask yourself, “Why would this person say yes or no”? Practice Empathy
  12. 12. 1. Ecairn - a paid tool that will find communities for you based on keyword searches, ranking them as influencers, and organizing communities based on your objectives. It can map conversations and show your progress as you engage. Well worth reviewing. 2. Fliptop – an amazing new dashboard that accepts email lists or social identifiers (i.e. a twitter handle) and provides you with each person’s social profile.The system returns Names, Age Range, Gender, Location, Employer,Occupation, Influence Score, and all the Key Networks that person is on. It now finds 25-50% of people searched. Results can also be integrated into other dashboards via an API. 3. RowFeeder – a great search system that will track keywords, hash-tags or usernames fromTwitter or Facebook and dump all the statistics into Excel. 4. Traackr – will identify influencers for you based on keyword searches, and more importantly, by industry type. It provides reach, resonance and relevance by topic, and has gained a lot of respect among sophisticated social media analysts. 5. andTwitter hashtags will provide you with great lists of potential influencers to add to your graph for free.
  13. 13.  Engagement  The act of sharing in the activities of a group  Participation, involvement, involution  Customer Engagement refers to the engagement of customers with one another, with a company or a brand.The initiative for engagement can be either consumer- or company-led and/or the medium of engagement can be on or offline.
  14. 14. •Listening Grid •Engagement Plan •Classification Plan •Risk AversionTemplate •EvangelistTemplate •Graph Assignment •Customer Service •Manage Sentiment •Cohesive Campaign
  15. 15.  Interacting with your target market doesn’t stop at asking questions. Engage with your prospects in other ways.  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 a simple conversation will lead to a long-lasting, mutually beneficial working relationship.  Send a happy birthday message or congratulate them on a new job
  16. 16. Type Name URL Cost Customer Profiling Track Social $500+ Customer Engagement CrowdBooster $9+ Email Marketing ExactTarget $200 Proactive Social Marketing MarketMeSuite Free/$ Social Intelligence Bottlenose Free Social Media Management Sendible (HootSuite) $9+ Social Media Marketing Argyle Socal $200+ SocialApp Promotion WooBox (WildFireApp) Free/$
  17. 17.  Clarity –What single idea should someone remember about your brand?  Consistency – Brand consistency and communication  Continuity – Build a connection between your online efforts as well as your offline campaigns. Ex. CTA, Sales Materials  Creativity - Stepping out of the box doesn’t always mean reinventing the wheel
  18. 18. Analysis,Tracking, Influence and Engagement increase a companies overall retention rate while lowering the total acquisition cost per customer!
  19. 19. Comments or Questions? Colter Bowman