Two Ears and One Mouth: Using Social Media to Profitably Listen to Customers: From Brooklyn Business Expo April 2011

Two Ears and One Mouth: Using Social Media to Profitably Listen to Customers Mallorie Rosenbluth, Managing Director Likeable Media @MallorieRose #Likeable

• The Evolution of the Business – Customer Relationship • How to Leverage Social Media to Improve the Customer Experience • Great Brands Doing Great Things Agenda

We were mad men - selling, selling, selling In the beginning…

Do these speak to you? In the beginning…

• 1-800 customer service lines • Email support • Website chat support But we evolved

We even WANT the feedback But we evolved

What does this mean?

OH NO!

We are empowering our customers to be our brand advocates But it’s ok…

Internet and Social Media are shifting the power AWAY from editors, publishers, the establishment, NOW it’s the PEOPLE who are taking control . Today… -Rupert Murdoch

How we’ve evolved • Social media users are more discerning– hip to gimmicks and pushy sales tactics • Traditional media interrupts while social joins • Strong traditional media is bought , whereas strong social media is earned

… Or: What the heck am I doing?! Getting started

When your company got started in social media did you:
Publish a Facebook page and cross your fingers
Sit down with several members of your team to discuss goals and strategy
Uhhh… we still don’t have a social media presence
Quiz Time!

You need a strategy!

• Improve the customer experience • Drive traffic to a website or store location • Raise brand awareness Whether your goals are to:

And only your customers can do that It’s all about positively impacting your bottom line.

Where are my customers? What are they saying? Who are they saying it to? How influential are these people in the space? Step 1: Listen Ask yourself:

Tools to help you

Step 2: Join the conversation

Facebook: The Facts Americans generate 500 billion peer influence impressions per year with 62% of those on Facebook The average Facebook user is connected to 80 community pages, groups, & events The number of minutes spent on Facebook per month is 500 billion More than 30 billion pieces of content is shared on Facebook each month

Twitter: The Facts 49% of monthly Twitter users follow brands or companies 67% of tweeters are more likely to purchase products from brands they follow on Twitter The average number of “tweets” per day on Twitter is 27 million 1/3 of Twitter users are more likely to recommend a brand after becoming a follower

But remember, you can’t communicate the same way on both platforms If you start anywhere, start with Facebook & Twitter

Would you sell your products the same way in a TV commercial as you would in a print ad? The message needs to match the medium

• What is your brand voice? • What does your audience care about? Facebook Content 101 Take off your marketing cap… and think like a consumer

• Post ONCE per day • Respond to EVERYTHING (yes, everything) • Address the negative • Highlight the positive Facebook Content 101 The 4 most important words in social media are: “Thank You” and “I’m Sorry”

• Determine why you want to be on Twitter • Discover why people are talking about you in the space • Leverage findings to create a detailed strategy for posting original content and retweeting others Twitter Content 101

• Post many times per day (recommended: 5 – 7) • Retweet great information • Respond to @mentions • Rock the search functionality Twitter Content 101

If someone is talking to you or about you – you have the opportunity to engage them. Customer service isn’t just about fixing problems. It’s about acknowledging your consumer. Best Practice for Responding

Let your findings guide the evolution of your strategy (Yes, it should be evolving!) Learning from the Process

Great Brands Doing Great Things:

Zappos
Goal: Employees with voice on social media
• Word of mouth = customer acquisition
• Good service = customer retention
Whole Zappo staff responds & engages with customers

Tasti D-lite
Goal: reward customers who share experiences
• The 1 st social media rewards program: TastiRewards
- connected with Twitter, Facebook, and Foursquare

ComCast Cares • Goal: To come out from behind Comcast logo • @comcastcares reaches out to hundreds on Twitter everyday • Personalized accounts ie @comcastbill & @comcastconnie make the interaction real

Questions?

Want to know more? Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on (& other social networks)

Mallorie Rosenbluth Managing Director, Likeable Media Facebook.com/Mrosenbluth Twitter.com/MallorieRose [email_address] (212) 660-2458 Likeable Media Facebook.com/LikeableMedia Twitter.com/LikeableMedia likeable.com

Two Ears and One Mouth: Using Social Media to Profitably Listen to Customers: From Brooklyn Business Expo April 2011

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Two Ears and One Mouth: Using Social Media to Profitably Listen to Customers: From Brooklyn Business Expo April 2011 Presentation Transcript