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


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

  1. 1. The 7 C’s of Social Media to Win Customer Hearts Susan McCoy September 12, 2011
  2. 2. <ul><li>What is Social Media </li></ul><ul><li>New Marketing Trifecta </li></ul><ul><li>7 C’s of Social Media </li></ul><ul><li>10 Minute SM Routine </li></ul><ul><li>Secrets </li></ul>Social Media Tour de Force
  3. 3. What is Social Media? <ul><li>Public Relations . . .on steroids </li></ul><ul><li>2-way interactive dialogue </li></ul><ul><li>User-generated content </li></ul><ul><li>Consumer-generated media </li></ul><ul><li>Think “personally” chatting with someone </li></ul><ul><li>It’s WE not ME. </li></ul>
  4. 10. Social Media Delivers Results
  5. 11. 50% of all U.S. adults now use social networks 2011 Pew Research Center
  6. 12. 32% of baby boomers on the internet use a social network EVERY DAY Up a whopping 60% from 2010 2011 Pew Research Center
  7. 13. 162 million Unique Visitors a Month Up 5 million in 2 months
  8. 14. 22 Million Women 40-55 years old on Facebook
  9. 15. 1 Billion Tweets Sent a Week
  10. 16. 182% Increase in Twitter Mobile Users
  11. 17. 65 Trillion IMS Sent In 2010
  12. 18. 2.5 Million YouTube Videos Uploaded Every Minute
  13. 19. Over 10 Million Users 1 Billion Items Being Shared Per Day
  14. 20. 1200% Increase QR Scanning May-Dec 2010
  15. 21. If you remember only one thing . . .
  16. 22. Social media is 90% narcissism Kyle P. Lacy
  17. 23. Nothing’s Changed Since Junior High <ul><li>68% share content to make themselves look better. </li></ul>
  18. 24. How has this changed the way we reach people?
  19. 25. The Old Marketing Trifecta <ul><li>Print </li></ul><ul><li>Broadcast </li></ul><ul><li>Direct Mail </li></ul>
  20. 26. The New Marketing Trifecta
  21. 27. 7 C’s of Social Media <ul><li>Create a Grand Goal </li></ul><ul><li>Create a Clear Path </li></ul><ul><li>Create a Valuable Why </li></ul><ul><li>Create an Engaging Personality </li></ul><ul><li>Create Magnetic Content </li></ul><ul><li>Create Community </li></ul><ul><li>Create the Buzz </li></ul>
  22. 28. 7 C’s of Social Media #1 What Are Your Objectives <ul><li>What do you want to accomplish? </li></ul><ul><li>What do you want your customer to say/feel about your company? </li></ul><ul><li>How does social media marketing integrate with your long term company goals? </li></ul>
  23. 31. <ul><li>Write down what you want from your social media efforts. </li></ul><ul><li>Break this down into smaller and smaller targets </li></ul><ul><li>Share that goal with your team. </li></ul><ul><li>Keep that goal as the gate keeper of all decisions. </li></ul>“ Aim for the same target!” Chris Heiler #1 Secret: Goal
  24. 32. <ul><li>Who do you want to reach? </li></ul><ul><li>What do you want them to do? </li></ul><ul><li>What SM vehicles do you want to use? </li></ul><ul><li>How much time will it take? </li></ul><ul><li>How long is your plan? </li></ul><ul><li>Who will work on it? </li></ul><ul><li>What are your resources? </li></ul>7 C’s of Social Media #2 Create a Clear Path
  25. 34. #2 Secret: Plan a SM Calendar <ul><li>Make a quarterly “editorial calendar” </li></ul><ul><li>Marks specific days/times to post </li></ul><ul><li>Determine key words </li></ul><ul><li>Assign a point person </li></ul>
  26. 35. 7 C’s of Social Media #3 Create the Why
  27. 36. <ul><li>Be in it for the customer, not the money. </li></ul><ul><li>What’s in it for your customer? </li></ul><ul><li>What value do you add to your customer’s life? </li></ul><ul><li>How can we make gardening an essential part of living? </li></ul>#3 Secret: Create the Why
  28. 37. #3 Secret: Create the Why Give Aways & Reviews
  29. 39. 28.1 Million Groupon Ads Sold In Q1 2011
  30. 40. 7 C’s of Social Media #4 Create an Engaging Personality <ul><li>What’s your voice? </li></ul><ul><li>What do you stand for? </li></ul><ul><li>Why buy from you? </li></ul><ul><li>What first impression do you want to make? </li></ul>
  31. 41. #4 Secret: Engaging Personality <ul><li>Be a Thought Leader </li></ul><ul><li>Be the first to know news </li></ul><ul><li>Become an expert in something </li></ul><ul><li>Follow industry thought leaders </li></ul><ul><li>Get quoted in industry publications on- and off-line </li></ul><ul><li>Populate Social Media formats – Twitter, LinkedIn discussion </li></ul>
  32. 42. 7 C’s of Social Media #5 Create Magnetic Content <ul><li>Become a curator of information </li></ul><ul><li>Feed your customers what they want to know </li></ul><ul><li>Ask your best customers to contribute </li></ul><ul><li>Create how-to’s </li></ul><ul><li>Use video </li></ul>
  33. 43. 7 C’s of Social Media #5 Why Create Magnetic Engagement
  34. 44. 7 C’s of Social Media #5 Magnetic Engagement High Touch
  35. 45. #5 Secrets: Create Magnetic Content <ul><li>Share highly valuable content and links </li></ul><ul><li>Give your fans access to information that will enable them to look good in the eyes of their friends. </li></ul><ul><li>Help them be seen as experts in some area(s). </li></ul><ul><li>Ask your fans what they would like to know. </li></ul>
  36. 46. <ul><li>Borrow from others </li></ul><ul><li>Go outside your industry </li></ul><ul><li>Ask questions </li></ul><ul><li>5 word headlines </li></ul><ul><ul><li>Guess what’s coming in tomorrow? </li></ul></ul><ul><li>Share & Give Credit </li></ul><ul><li>Create chatter </li></ul>#5 Secrets: Create Magnetic Content
  37. 47. 7 C’s of Social Media #6 Create Community <ul><li>C-Generation: Content, Creative and Co-Create </li></ul><ul><li>Offer opportunities to collaborate, build reputation and discovery. </li></ul><ul><li>Give better, kinder, more sincere customer service – really </li></ul><ul><li>Get on the radar of your current customers </li></ul><ul><li>Listen and get customer feedback </li></ul><ul><li>Draw people around a common good </li></ul>
  38. 48. <ul><li>“ Co-create” with customers </li></ul><ul><li>Listen and feedback </li></ul><ul><li>The Customer Rules </li></ul><ul><li>Be nice and help others </li></ul><ul><li>Create a great reputation for listening, helping and sharing </li></ul>#6 Secrets: Create Community
  39. 49. <ul><li>Great research tool </li></ul><ul><li>Query followers to ask their opinion </li></ul><ul><li>Solicit their help to co-create something </li></ul><ul><li>Think customer service on line </li></ul><ul><li>Use social fans for feedback, sounding boards and information boxes </li></ul>#6 Secrets: Create Community
  40. 50. #6 Secrets: Create Community <ul><li>Offer opportunities for product reviews </li></ul><ul><li>Offer exclusive &quot;fans-only&quot; sweepstakes, events, workshops and other promotions. </li></ul><ul><li>  Use ads to micro-target customers </li></ul>
  41. 51. #6 Secrets: Create Customer Hubs <ul><li>Foursquare drives customer loyalty and reward your best customers.   </li></ul><ul><li>Reward the &quot;mayor&quot; with a cool experience </li></ul><ul><li>I know of a coffee shop who allows their &quot;mayor&quot; to dictate the store's music playlist.   </li></ul>
  42. 52. #6 Secrets: Create Customer Hubs <ul><li>Host &quot;tweet ups&quot; on a local level for your Twitter followers </li></ul><ul><li>Offer timely ‘tweeted’ offers, promotions and just in time promotions </li></ul><ul><li>Host “tweet ups” for garden writers in your area </li></ul>
  43. 53. <ul><li>Get your news up front </li></ul><ul><li>Positive information boosts your business to the top of search results </li></ul><ul><li>Make your company website the hub for blog, Twitter, LinkedIn, and other social profiles </li></ul>7 C’s of Social Media #7 Create the Buzz
  44. 54. #7 Secrets: Create the Buzz <ul><li>Actively talk up something </li></ul><ul><li>Seek online ops </li></ul><ul><li>Be a reliable source </li></ul><ul><li>Make connections </li></ul>
  45. 55. Your New 10 Minute Daily Diet <ul><li>3 minutes </li></ul><ul><li>Check for Twitter chatter about your company and its competitors. </li></ul><ul><li>2 minutes </li></ul><ul><li>Scan Google News, Blogs Alerts or important news. </li></ul><ul><li>  3 minutes </li></ul><ul><li>Filter and flag relevant industry-related LinkedIn and Quora questions. </li></ul><ul><li>  2 minutes </li></ul><ul><li>Log in to Facebook to scan your wall and comments. </li></ul>
  46. 56. All about Being Popular <ul><li>The goal of all things social is to get people to like and want to spend money on your brand. </li></ul><ul><li>Tell people why your brand is the best </li></ul><ul><li>Build brand equity </li></ul><ul><li>Get your brand into people’s heads </li></ul><ul><li>. . . and hearts! </li></ul>
  47. 57. [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.
  48. 58. Secret: Resource
  49. 59. 5 Tips for Maximizing Social Media for Business
  50. 60. 1. Divide and conquer . <ul><li>List! List! List! </li></ul><ul><li>Segment lists and keep personal and professional contacts separate </li></ul><ul><li>Check your privacy settings to control who has access to what information. </li></ul>
  51. 61. 2. Be a guru <ul><li>Share nuggets of useful information with your business contacts </li></ul><ul><li>Offer advice when they ask for recommendations or ideas. </li></ul>
  52. 62. 3. Give and you shall receive <ul><li>Be generous with your contacts </li></ul><ul><li>Offer to make introductions </li></ul><ul><li>Sharing useful information they post with your own network. </li></ul>
  53. 63. 4. Use photo features . <ul><li>Images! Images! Images! </li></ul><ul><li>Provide easy access to your images </li></ul><ul><li>Create albums on Flickr or Facebook, or use Twitpic or similar photo-sharing tools </li></ul><ul><li>Showcase new plants or products. </li></ul>
  54. 64. 5. Do Not Rant <ul><li>Unless you are GardenRant </li></ul><ul><li>Never say anything disparaging about your current or former company, coworkers, clients or other business contacts. </li></ul>
  55. 65. [email_address] 610-444-3040 Just Get Social