Engaging your Customers Across the Social Web

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This is my 2/18 presentation to the Social Media Club of Dallas on ways to engage customers across the social web (including 4 key steps and 3 customer case studies). On the last page, you'll find my contact information. If you'd like more color commentary, feel free to reach out to me in your channel of preference.

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Engaging your Customers Across the Social Web

  1. 1. Engaging Your Customers Across the Social Web<br />
  2. 2. A Little Bit About Where I Work<br />Powered is a full-service social media agency with scale helping brands and their agencies fully capitalize on the benefits of their social initiatives<br /><ul><li>Established in 1999
  3. 3. Headquartered in Austin, TX with offices in New York, NY and Portland, OR
  4. 4. Expertise:
  5. 5. Strategy
  6. 6. Earned media
  7. 7. Social network engagement
  8. 8. Mobile
  9. 9. Branded online communities
  10. 10. Supporting 60+ global brands with their social media initiatives
  11. 11. Connecting millions of consumers daily with their favorite brands</li></li></ul><li>We’ve Learned a Thing Along the Way…<br />
  12. 12. Engaging Your Customers Across the Social Web<br />Strategy<br />
  13. 13. Be Careful of Being too “Tools” focused<br />Most companies’ social media efforts these days are merely tactics in search of a strategy.<br />- Greg Verdino, Author of Micromarketing<br />
  14. 14. Engaging Your Customers Across the Social Web<br />The Two Killer Apps<br />
  15. 15. Content<br />Learning<br />expertise<br />Connections<br />Inspiration<br />Loyalty<br />advocacy<br />Engagement<br />Insight<br />Opt-in<br />Revenue<br />
  16. 16. Conversation<br />Learning<br />expertise<br />Connections<br />Inspiration<br />Loyalty<br />advocacy<br />Engagement<br />Insight<br />Opt-in<br />Revenue<br />
  17. 17. Engaging Your Customers Across the Social Web<br />Context<br />
  18. 18. Understanding the Landscape<br />Who You Know<br />What You Know<br />
  19. 19. Understanding the Landscape<br />Who You Know<br />What You Know<br />
  20. 20. Understanding the Landscape<br />Who You Know<br />What You Know<br />
  21. 21. Engaging Your Customers Across the Social Web<br />Executional Exellence<br />
  22. 22. Saucony: Offline, Meet Online<br />GOAL: Increase sales of Saucony Originals by supporting creative indie offices and cultural events<br />“I love that Saucony Originals introduced our office team to obscure sports, it wasn’t the same old softball night. Kube and Field Crumpets and beer. What could be better.” –Saucony Originals Office Team Member<br />
  23. 23. Southwest Airlines: Bags Fly Free FB App<br />Dramatic Fan Growth<br />SWA grew from 100,000to750,000 fans in under three weeks<br />Customer List Acquisition<br />Over 50% opted-in to get SWA’s email newsletter<br />Turn-key Contest<br />Included rapid Design, Development, Launch& Management<br />Coordinated closely with Facebook for media & program execution<br />
  24. 24. Atkins Community<br />Atkins community<br />Goal:<br /><ul><li>Audience acquisition & opt-in to Atkins database
  25. 25. Engagement to drive product consideration
  26. 26. Brand loyalty & retention</li></ul>Solution:<br /><ul><li>Community where visitors access advice, tools, resources & support from other members
  27. 27. Opportunity to rate/review Atkins products, chart progress & interact with a licensed nutritionist</li></ul>Impact: <br /><ul><li>Explosive growth in registrations since ‘08 launch
  28. 28. Registrations for the first year of the community increased by over 400%
  29. 29. Provides a way for Atkins to stay in touch with it’s hundreds of thousands of members</li></ul>Custom interactive tools<br />
  30. 30. Key Take Aways<br />Start with strategy<br />Remember the two killer apps: content and conversation<br />Be mindful of context (who vs. what)<br />Focus on executional excellence<br />
  31. 31. Questions?<br />Aaron Strout - CMO, Powered<br />aaron.strout@powered.com<br />@aaronstrout<br />blog.stroutmeister.com<br />powered.com/blog<br />512.682.3262<br />

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