Customer Lifecycle

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  • 1. TM How Customer Lifecycle & Social Media Marketing can get you results 1Wednesday, January 19, 2011
  • 2. Today’s Presenters Joshua Porter Laura Fitton VP of Customer Experience CEO Contact info: Contact info: 888-268-6035 @Pistachio Joshua@performable.com laura@oneforty.com Visit us: www.performable.com Call us: 1-888-268-6035 2Wednesday, January 19, 2011
  • 3. Webinar Logistics ★ Today’s webinar will be recorded and you will receive an email link to it. ★ Please enter your questions in the Question box. We will answer as many as possible at the end of the presentation. ★ If you are have technical difficulties, try logging back in or using a different browser Visit us: www.performable.com Call us: 1-888-268-6035 3Wednesday, January 19, 2011
  • 4. Agenda ★ Webinar (30 – 40 minutes) ★ Today’s Sophisticated Customer ★ Today’s Marketing Landscape ★ Lifecycle Marketing & The Holistic Customer Experience ★ How critical Social Media is in the overall customer experience ★ Final thoughts ★ Q&A (15 minutes) Visit us: www.performable.com Call us: 1-888-268-6035 4Wednesday, January 19, 2011
  • 5. Today’s Sophisticated CustomerWednesday, January 19, 2011
  • 6. Today’s Customer is Multi-Platform Social Media Mobile & SMS Traditional Web Retail email Word of Mouth Visit us: www.performable.com Call us: 1-888-268-6035 6Wednesday, January 19, 2011
  • 7. Today’s Customer is Multi-Channel Facebook Twitter Affiliate email Display Direct Mail Search Visit us: www.performable.com Call us: 1-888-268-6035 7Wednesday, January 19, 2011
  • 8. Importance of Customer Experience ★ It costs 5 times more to acquire a new customer than it does to keep an existing one. ★ Happy customers spend more. ★ 70% of people leave because of bad service, not a bad product. ★ The most successful companies of the networked era are service-oriented (customer and self-service). Visit us: www.performable.com Call us: 1-888-268-6035 8Wednesday, January 19, 2011
  • 9. Today’s Marketing LandscapeWednesday, January 19, 2011
  • 10. Focused on Acquisition & Awareness Visit us: www.performable.com Call us: 1-888-268-6035 10Wednesday, January 19, 2011
  • 11. Stops at the sale. Nothing after Emailed Question Phone Response Purchase Product Visited Site Clicked on Ad Visit us: www.performable.com Call us: 1-888-268-6035 11Wednesday, January 19, 2011
  • 12. Suffers from additional problems ★ Ineffective sales tactics – getting new customers is the primary goal, happy customers is not. ★ Too much focus on interrupting people – At best it is unrequested advertising. At worst its annoying and hurtful. ★ Too much focus on getting found – It all ends up as hand waving… hey look at me. ★ Too much focus on the “sales funnel” – customer acquisition does not work like a conveyor belt. Visit us: www.performable.com Call us: 1-888-268-6035 12Wednesday, January 19, 2011
  • 13. Lifecycle Marketing & The Holistic Customer ExperienceWednesday, January 19, 2011
  • 14. Optimize every interaction ★ We believe in optimizing your customers experience through its entire lifecycle, from the moment they first hear about you to the moment they passionately tell others how great you are. We call this Lifecycle Marketing. Visit us: www.performable.com Call us: 1-888-268-6035 14Wednesday, January 19, 2011
  • 15. Evaluate Brand Marketing Channels ★ How did my best customers first discover my business? Visit us: www.performable.com Call us: 1-888-268-6035 15Wednesday, January 19, 2011
  • 16. Grade Acquisition Marketing ★ What was the last touch that resulted in a purchase? Visit us: www.performable.com Call us: 1-888-268-6035 16Wednesday, January 19, 2011
  • 17. Understand the Sales Cycle ★ How long does it take a visitor to purchase a plan? Visit us: www.performable.com Call us: 1-888-268-6035 17Wednesday, January 19, 2011
  • 18. Discover your Business’ Funnel ★ What content & multi-channel events lead to conversion? Visit us: www.performable.com Call us: 1-888-268-6035 18Wednesday, January 19, 2011
  • 19. Replicate your Best Customers ★ Identify your best customers ★ Chart their path of touch points with your company across all channels ★ Understand what made their customer experience exceptional and replicate it for future customers Visit us: www.performable.com Call us: 1-888-268-6035 19Wednesday, January 19, 2011
  • 20. How critical Social Media is in the overall customer experienceWednesday, January 19, 2011
  • 21. Why Social Media? ★ Prospective customers are asking their friends about your industry, your brand and the problems you solve ★ Your future customers are the friends and friends of friends of your current customers, if your current customers are happy. ★ They’re also Googling for information about you and your industry – not to read your marketing copy but to find out what real people think Visit us: www.performable.com Call us: 1-888-268-6035 21Wednesday, January 19, 2011
  • 22. The Social Sales Funnel The tools you’ll need: http://14t.me/socsales Visit us: www.performable.com Call us: 1-888-268-6035 22Wednesday, January 19, 2011
  • 23. The Social Sales Funnel The tools you’ll need: http://14t.me/socsales The tools you need: http://bit.ly/ socsales Visit us: www.performable.com Call us: 1-888-268-6035 23Wednesday, January 19, 2011
  • 24. Be Useful! Create great content ★ Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars ★ Cover things your prospective customer cares about and needs to know. ★ Tool tip: Try Disqus for blog comments: ★ encourage social sharing ★ engage prospects ★ organize email addresses Visit us: www.performable.com Call us: 1-888-268-6035 24Wednesday, January 19, 2011
  • 25. Be Useful! Curate great content http://14t.me/curatecontent ★ Resist “NIH” syndrome (not invented here) don’t try to generate all the content yourself ★ Be a one-stop-shop resource for related customer needs ★ “Do what you do best and link to the rest!” -@jeffjarvis Visit us: www.performable.com Call us: 1-888-268-6035 25Wednesday, January 19, 2011
  • 26. Brand Monitoring… ★ Start here: Monitor search terms for your brand + two competitors in Tweetdeck ★ Filter and prioritize your Google Alerts ★ Monitoring + Social CRM: ★ BlueCamroo’s “social network scout” discovers people talking about your brands and keywords Visit us: www.performable.com Call us: 1-888-268-6035 26Wednesday, January 19, 2011
  • 27. … and Social CRM ★ Get involved -- where your customers already hang out ★ Keep in touch throughout the Customer Lifecycle with Social CRM tools -- save searches, track deals, manage contacts & projects ★ TIP: Choose a Social CRM tool with many different integrations Visit us: www.performable.com Call us: 1-888-268-6035 27Wednesday, January 19, 2011
  • 28. Find & Keep Your Influential Customers ★ measure influence on the social web ★ identify influencers by brand, product and industry ★ find local influencers Visit us: www.performable.com Call us: 1-888-268-6035 28Wednesday, January 19, 2011
  • 29. Evangelism: Mobilize your Advocates ★ Involve your community! Shine attention on advocates with attention, warmth and a little “VIP” treatment ★ @replies & RT’s (retweets) ★ remembering their names and interests) ★ contests ★ TIP: Run a contest: Visit us: www.performable.com Call us: 1-888-268-6035 29Wednesday, January 19, 2011
  • 30. Final Thoughts and Q&AWednesday, January 19, 2011
  • 31. The Customer Lifecycle & Social Media ★ Social Media plays a vital role at each stage of the customer lifecycle Visit us: www.performable.com Call us: 1-888-268-6035 31Wednesday, January 19, 2011
  • 32. Thank you… Questions? Joshua Porter Laura Fitton VP of Customer Experience CEO Call us: +1 888-268-6035 Follow us: @oneforty Follow us: @Performable www.oneforty.com www.performable.com Visit us: www.performable.com Call us: 1-888-268-6035 32Wednesday, January 19, 2011