7 c's of social media to win customer hearts 2011

The 7 C’s of Social Media to Win Customer Hearts Susan McCoy September 12, 2011

What is Social Media
New Marketing Trifecta
7 C’s of Social Media
10 Minute SM Routine
Secrets
Social Media Tour de Force

What is Social Media?
Public Relations . . .on steroids
2-way interactive dialogue
User-generated content
Consumer-generated media
Think “personally” chatting with someone
It’s WE not ME.

Social Media Delivers Results

50% of all U.S. adults now use social networks 2011 Pew Research Center

32% of baby boomers on the internet use a social network EVERY DAY Up a whopping 60% from 2010 2011 Pew Research Center

162 million Unique Visitors a Month Up 5 million in 2 months

22 Million Women 40-55 years old on Facebook

1 Billion Tweets Sent a Week

182% Increase in Twitter Mobile Users

65 Trillion IMS Sent In 2010

2.5 Million YouTube Videos Uploaded Every Minute

Over 10 Million Users 1 Billion Items Being Shared Per Day

1200% Increase QR Scanning May-Dec 2010

If you remember only one thing . . .

Social media is 90% narcissism Kyle P. Lacy

Nothing’s Changed Since Junior High
68% share content to make themselves look better.

How has this changed the way we reach people?

The Old Marketing Trifecta
Print
Broadcast
Direct Mail

The New Marketing Trifecta

7 C’s of Social Media
Create a Grand Goal
Create a Clear Path
Create a Valuable Why
Create an Engaging Personality
Create Magnetic Content
Create Community
Create the Buzz

7 C’s of Social Media #1 What Are Your Objectives
What do you want to accomplish?
What do you want your customer to say/feel about your company?
How does social media marketing integrate with your long term company goals?

Write down what you want from your social media efforts.
Break this down into smaller and smaller targets
Share that goal with your team.
Keep that goal as the gate keeper of all decisions.
“ Aim for the same target!” Chris Heiler #1 Secret: Goal

Who do you want to reach?
What do you want them to do?
What SM vehicles do you want to use?
How much time will it take?
How long is your plan?
Who will work on it?
What are your resources?
7 C’s of Social Media #2 Create a Clear Path

#2 Secret: Plan a SM Calendar
Make a quarterly “editorial calendar”
Marks specific days/times to post
Determine key words
Assign a point person

7 C’s of Social Media #3 Create the Why

Be in it for the customer, not the money.
What’s in it for your customer?
What value do you add to your customer’s life?
How can we make gardening an essential part of living?
#3 Secret: Create the Why

#3 Secret: Create the Why Give Aways & Reviews

28.1 Million Groupon Ads Sold In Q1 2011

7 C’s of Social Media #4 Create an Engaging Personality
What’s your voice?
What do you stand for?
Why buy from you?
What first impression do you want to make?

#4 Secret: Engaging Personality
Be a Thought Leader
Be the first to know news
Become an expert in something
Follow industry thought leaders
Get quoted in industry publications on- and off-line
Populate Social Media formats – Twitter, LinkedIn discussion

7 C’s of Social Media #5 Create Magnetic Content
Become a curator of information
Feed your customers what they want to know
Ask your best customers to contribute
Create how-to’s
Use video

7 C’s of Social Media #5 Why Create Magnetic Engagement

7 C’s of Social Media #5 Magnetic Engagement High Touch

#5 Secrets: Create Magnetic Content
Share highly valuable content and links
Give your fans access to information that will enable them to look good in the eyes of their friends.
Help them be seen as experts in some area(s).
Ask your fans what they would like to know.

Borrow from others
Go outside your industry
Ask questions
5 word headlines
Guess what’s coming in tomorrow?
Share & Give Credit
Create chatter
#5 Secrets: Create Magnetic Content

7 C’s of Social Media #6 Create Community
C-Generation: Content, Creative and Co-Create
Offer opportunities to collaborate, build reputation and discovery.
Give better, kinder, more sincere customer service – really
Get on the radar of your current customers
Listen and get customer feedback
Draw people around a common good

“ Co-create” with customers
Listen and feedback
The Customer Rules
Be nice and help others
Create a great reputation for listening, helping and sharing
#6 Secrets: Create Community

Great research tool
Query followers to ask their opinion
Solicit their help to co-create something
Think customer service on line
Use social fans for feedback, sounding boards and information boxes

Offer opportunities for product reviews
Offer exclusive "fans-only" sweepstakes, events, workshops and other promotions.
Use ads to micro-target customers

#6 Secrets: Create Customer Hubs
Foursquare drives customer loyalty and reward your best customers.
Reward the "mayor" with a cool experience
I know of a coffee shop who allows their "mayor" to dictate the store's music playlist.

#6 Secrets: Create Customer Hubs
Host "tweet ups" on a local level for your Twitter followers
Offer timely ‘tweeted’ offers, promotions and just in time promotions
Host “tweet ups” for garden writers in your area

Get your news up front
Positive information boosts your business to the top of search results
Make your company website the hub for blog, Twitter, LinkedIn, and other social profiles
7 C’s of Social Media #7 Create the Buzz

#7 Secrets: Create the Buzz
Actively talk up something
Seek online ops
Be a reliable source
Make connections

Your New 10 Minute Daily Diet
3 minutes
Check for Twitter chatter about your company and its competitors.
2 minutes
Scan Google News, Blogs Alerts or important news.
3 minutes
Filter and flag relevant industry-related LinkedIn and Quora questions.
2 minutes
Log in to Facebook to scan your wall and comments.

All about Being Popular
The goal of all things social is to get people to like and want to spend money on your brand.
Tell people why your brand is the best
Build brand equity
Get your brand into people’s heads
. . . and hearts!

www.GardenMediaGroup.com [email_address] 610-444-3040 Please visit our website to download the presentation. If you use any information, please give GMG a little credit. Thank you.

Secret: Resource http://www.flowtown.com/blog/top-25-social-media-blogs-for-businesses

5 Tips for Maximizing Social Media for Business

1. Divide and conquer .
List! List! List!
Segment lists and keep personal and professional contacts separate
Check your privacy settings to control who has access to what information.

2. Be a guru
Share nuggets of useful information with your business contacts
Offer advice when they ask for recommendations or ideas.

3. Give and you shall receive
Be generous with your contacts
Offer to make introductions
Sharing useful information they post with your own network.

4. Use photo features .
Images! Images! Images!
Provide easy access to your images
Create albums on Flickr or Facebook, or use Twitpic or similar photo-sharing tools
Showcase new plants or products.

5. Do Not Rant
Unless you are GardenRant
Never say anything disparaging about your current or former company, coworkers, clients or other business contacts.

www.GardenMediaGroup.com [email_address] 610-444-3040 Just Get Social

7 c's of social media to win customer hearts 2011

by Garden Media Group on Sep 12, 2011

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7 c’s of social media to win customer hearts 2011 — Presentation Transcript