From Stalled Social Media to Engaged Customers

Six Steps to Turn a Stalled Social Media Campaign Into Your Customer Engagement Strategy
November 11, 2010

The Fastest Growing Marketing Channel
The latest research from Forrester cites social media as the fastest growing marketing channel, expected to reach $3.1 billion by 2014.
2010 Customer Insight Group, Inc. All rights reserved.

Use Social Media to Achieve Your Business Objectives
A majority of marketing professionals now claim social media is “invaluable” to their business…
…yet, many are still failing to profit from social efforts.
Increase
Profits
Customer Loyalty
Brand
Advocates
Realize ROI

Gain Value from Your Social Media Investments
Make the shift from just having a “social presence” to supporting actual business objectives and engaging customers.
Companies who have profited from social media are
twice as likely to have a
formal strategy.
Companies have
GAINED REAL VALUE
from significant strategic efforts.
Companies who have gained value from just “experimenting.”
52%
13%

You Can Reap Measurable Benefits from Social Media
What do you want your social
media strategy to achieve?

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2
3
Identify Your Objectives
Identify Your Target Audience
Find the Conversations
Integrate Into Your Existing Communications
Join the Conversations
Measure
4
5
6
Six Steps to Harness the Power of Your Social Media Strategy

1. Identify Your Objectives
Objectives first,
Tools later

What Are Your Social Media Objectives?
Drive brand loyalty.
Drive brand to customers’ “top-of-mind.”
Engage high-vale, profitable and loyal customers.
Foster brand advocacy.
Strength the customer’s emotional connection with the company.
Create a sense of community.
Develop opportunities for audience to engage meaningfully with company.
Elevate customers’ relationship beyond products and price.
Engage customers in the buying process.

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Measure
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6
Six Steps to Create Your Customer Engagement Strategy

2. Identify Your Target Audience
Your defined objectives will help determine specific audiences.

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3
Measure
4
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6

3. Find the Conversations
When you know what your customers are saying, you can better know what they want and value.

Use Tools to Learn What Your Customers Are Saying
Source ideas.
Foster innovation.
Realize pain points.
Learn first hand what your customers want.

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Measure
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4. Join the Conversations
It is a simple process.

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Measure
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6

5. Integrate Into Your Existing Communications Plan
Social media messaging should be integrated across traditional customer touch points.
SOCIAL MEDIA

5. Integrate into Your Existing Communications Plan
U.S. Companies’
Social Media Tactics
December, 2009
Examine your current campaigns to strategically determine the existing touch points where social media can be integrated.
Messages should be mirrored through your social media campaigns on a weekly basis.
Which of your current programs is:
Integrated?
Siloed?
Ad-hoc?
35%
41%
Run as Siloed
Campaigns
17%
7%
Run as Integrated Campaigns
Don’t Know
Run as Ad-Hoc Programs

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2
3
Identify Objectives
Identify Target Audience
Measure
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6

6. Measure
To measure success, first remember the objectives you are trying to achieve.
Four ways to determine engagement metrics that are crucial to your business model and customer buying processes:

Social Media Metrics

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Identify Objectives
Identify Target Audience
Measure
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6

Social Media: Your Customer Engagement Strategy
With more than 73% of the U.S. population engaged with social media,social media is a tool you can use to build brand loyalty and advocacy. With the help of Customer Insight Group, there is still time in 2010 to transform your stalled social media strategy into your customer engagement strategy.
Call us today: 303.422.9758!

Sallie Burnett, President
Customer Insight Group, Inc.
Email: sallie@customerinsightgroup.com
Phone: 303.422.9758
Customer relationships—Engage. Keep. Grow.
Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our client experience includes: Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Spencer Gifts, Tommy Hilfiger, Ulta, as well as various other leading companies.

From Stalled Social Media to Engaged Customers

by Sallie Burnett on Nov 11, 2010

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