Building Customer Relationships    [and Fostering Loyalty]  via Online Solutions [and Interactions]  Presented By:  Franci...
Today ’s Presenter <ul><li>Named by FORBES as 1 of the Top 20 Women to follow on Twitter for Business, Marketing & Technol...
Today ’s Agenda <ul><li>The Importance of the Social Web  </li></ul><ul><li>The  “New” Customer Decision Cycle </li></ul><...
<ul><li>At the Core,  Social Media is a Dialogue.  It ’s not just about sharing information, it’s about sharing understand...
The Money Statistics <ul><li>Companies are now building their own audience – from traditional rented audiences (print, rad...
“ New” Customer Decision Cycle   Enjoy, Advocate and Bond Enjoy, Advocate Bond Presentation by Social Media Academy for Wo...
Marketing –  From Campaigns to Conversations  <ul><li>Caring and connecting = Profit </li></ul><ul><li>From Self-proclaime...
Mistakes to Avoid <ul><li>Absence of consistency /commitment </li></ul><ul><li>Tactical / Short-win </li></ul><ul><li>Lack...
Why a Strategy?  <ul><li>Gives you direction </li></ul><ul><li>Aligns your online efforts with your strategic objectives/c...
Social Media Ripple  Methodology of Influence
Real Estate Finance Business Design Décor Makeover Keywords + Strategy =  Visibility, Credibility, Access, Opportunities K...
LISTENING is Free but the Information is Priceless   <ul><li>The good, the bad and  the ugly  ( lets hope not ),  You NEED...
TALKING – in Your Own Voice   <ul><li>Use the best medium for engaging with your audience – create content that is helpful...
PARTICIPATING – Be Helpful!  Be helpful, Engaging Ask your audience for help, feedback, ideas Search comments, forums and ...
MEASURE – Everything!  Create a Social Media Dashboard Blog Metrics : # of posts per week Comments/posts (your company vs ...
Marketing to Women  <ul><li>A Target Market too big to ignore! </li></ul><ul><li>Women make or influence 85% of the purcha...
What Matters to Women?  <ul><li>Trust common experience </li></ul><ul><li>Value connection </li></ul><ul><li>Commonality g...
Engaging Women Online  <ul><li>Use Online and Social Media to Turn Your Female Customers into Evangelizers  </li></ul><ul>...
<ul><li>Spring Semester starts April 7 th </li></ul><ul><li>9 hours of intensive training  </li></ul>Value $1482 – courses...
Visit our website at  SocialMediaAcademyforWomen.com  Connect with Us Facebook.com/SocialMediaAcademyforWomen @SMA4Women [...
Your Questions
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Building Customer Relationships and Fostering Loyalty via Online Solutions and Interactions

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Practical and actionable steps for using online solutions since, by now, you know that social media /interactive mediums are here to stay and are likely to play an increasingly important role in your business – of both sides of the aisles - buyers and sellers (and some stats on marketing to women - a market too big to ignore).

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  • Another way businesses are using social media and location based marketing is to engage with their customers. Applications like Twitter allow building an intimidate relationship with customers. They act as an online mouthpiece where a store may talk of a new product launch or an art gallery may speak of a special event.
  • Cindy:
  • Building Customer Relationships and Fostering Loyalty via Online Solutions and Interactions

    1. 1. Building Customer Relationships [and Fostering Loyalty] via Online Solutions [and Interactions] Presented By: Francine Allaire, Revenue Acceleration Strategist
    2. 2. Today ’s Presenter <ul><li>Named by FORBES as 1 of the Top 20 Women to follow on Twitter for Business, Marketing & Technology Advice </li></ul><ul><li>Award-winning sales and marketing executive working for global high tech & consulting companies (Oracle, Sun Microsystems, CSC, KPMG) </li></ul><ul><li>Negotiated over $200M of business solutions & strategic alliances </li></ul><ul><li>Managing Partner of Social Media Academy for Women & Red Carpet Strategies, Corporate Consultant, Speaker and Instructor </li></ul><ul><li>Revenue Acceleration Strategist: Help companies develop and execute social media, business development and partnership strategies and initiatives that generate results (achieve competitive advantage, gain influence, increase sales and foster customer and partner loyalty). </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    3. 3. Today ’s Agenda <ul><li>The Importance of the Social Web </li></ul><ul><li>The “New” Customer Decision Cycle </li></ul><ul><li>Mistakes to Avoid </li></ul><ul><li>Why a Strategy? </li></ul><ul><li>Social Media Ripple Methodology – Key Activities </li></ul><ul><li>Marketing to Women </li></ul><ul><li>Next Steps </li></ul><ul><li>Q&A </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    4. 4. <ul><li>At the Core, Social Media is a Dialogue. It ’s not just about sharing information, it’s about sharing understanding. </li></ul><ul><li>Where are your customers “en masse”? </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    5. 5. The Money Statistics <ul><li>Companies are now building their own audience – from traditional rented audiences (print, radio, TV…) to owned audiences (Blog, Social Media…) to match the behaviors of the businesses/consumers </li></ul><ul><li>Top 25 - readership 12M people, market share 16% year </li></ul><ul><li>Cost 80K for a full page ad in the NY times – finite shelf-life where the value diminishes over time, digital media has a long trail effect and the value increases over time </li></ul><ul><li>310M people in the U.S. 200M on Twitter, 100M on YouTube, 500M on Facebook newspapers </li></ul><ul><li>Coke Fan Page has over 22M Fans 22% per month </li></ul><ul><li>70% of people search online prior to making a decision/purchase </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    6. 6. “ New” Customer Decision Cycle Enjoy, Advocate and Bond Enjoy, Advocate Bond Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011 Evaluation Stage = Seek Input from Peers, Friends, Fans, Followers, Reviewers BUY ~ Most powerful influence is someone else ’s advocacy Consideration Stage = Selection of Multiple Brands
    7. 7. Marketing – From Campaigns to Conversations <ul><li>Caring and connecting = Profit </li></ul><ul><li>From Self-proclaimed marketing messages and campaigns to Conversation marketing – transparent, two-way talk which creates an emotional attachment to your product or service </li></ul><ul><li>Change the focus of your marketing efforts and where you spend your marketing dollars </li></ul><ul><li>Allocate less resources building awareness through advertising and promotions and make marketing investments of time and money that help customers navigate the evaluation process, engage with them to build trust, continuously improve on your customer experience to foster loyalty - customers will reward you by spreading positive word of mouth and with their wallet </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    8. 8. Mistakes to Avoid <ul><li>Absence of consistency /commitment </li></ul><ul><li>Tactical / Short-win </li></ul><ul><li>Lack of buy-in / close-minded </li></ul><ul><li>Choosing the tools based on popularity </li></ul><ul><li>Jumping without proper research / listening </li></ul><ul><li>Not measuring and adapting </li></ul><ul><li>Not having a strategy </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    9. 9. Why a Strategy? <ul><li>Gives you direction </li></ul><ul><li>Aligns your online efforts with your strategic objectives/corporate initiatives </li></ul><ul><li>Keeps you focused on your goals </li></ul><ul><li>Saves you time </li></ul><ul><li>Reduces overwhelm </li></ul><ul><li>Enables you to spend budget more efficiently and effectively </li></ul><ul><li>Allows you to target primary customers </li></ul><ul><li>Helps you determine what works and what doesn ’t work </li></ul><ul><li>= integrate social media into your communication strategy: branding, traditional marketing and PR </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    10. 10. Social Media Ripple Methodology of Influence
    11. 11. Real Estate Finance Business Design Décor Makeover Keywords + Strategy = Visibility, Credibility, Access, Opportunities Keywords are a BIG Deal Home Stagers Design Real Estate Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    12. 12. LISTENING is Free but the Information is Priceless <ul><li>The good, the bad and the ugly ( lets hope not ), You NEED to know . </li></ul>SocialMention.com GoogleAlerts.com Tweetbeep.com Search.Twitter.com Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    13. 13. TALKING – in Your Own Voice <ul><li>Use the best medium for engaging with your audience – create content that is helpful, useful and interesting. WIIFTM </li></ul><ul><li>Blog is the Hub </li></ul><ul><li>Tell Stories (text, audio, video) </li></ul><ul><li>Create Irresistible Content </li></ul><ul><li>Create Your Own Channels: YouTube, Blog Talk Radio, Ustream.TV </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    14. 14. PARTICIPATING – Be Helpful! Be helpful, Engaging Ask your audience for help, feedback, ideas Search comments, forums and discussions Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    15. 15. MEASURE – Everything! Create a Social Media Dashboard Blog Metrics : # of posts per week Comments/posts (your company vs competitors) Estimated Audience New RSS Feeds Unique visitors Facebook Fan Page # of Wall Posts Comments and Likes Fan Page Comments – Tuesday Daily Likes – Tuesday/Thursday Page Views – Thursday Impressions versus post times – end of day … Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    16. 16. Marketing to Women <ul><li>A Target Market too big to ignore! </li></ul><ul><li>Women make or influence 85% of the purchases in America </li></ul><ul><li>U.S. women spend $4.8 Trillion annually on consumer goods and services, plus another $1.5 Trillion as purchasing agents for businesses </li></ul><ul><li>2010 for the 1 st time, women have the majority of the wealth in U.S. </li></ul><ul><li>But 91% say that advertisers don ’t understand them – hence a great </li></ul><ul><li>Opportunity for companies like yours to do it right! </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    17. 17. What Matters to Women? <ul><li>Trust common experience </li></ul><ul><li>Value connection </li></ul><ul><li>Commonality gives people credibility </li></ul><ul><li>Use personal anecdotes as proof </li></ul><ul><li>Relationships are more important than “experts” </li></ul><ul><li>Notice when a company not only listens to her, but lets her know that she is being heard </li></ul><ul><li>Details matter </li></ul><ul><li>Give her enough time </li></ul><ul><li>Make an emotional connection </li></ul><ul><li>Nurture the relationship </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    18. 18. Engaging Women Online <ul><li>Use Online and Social Media to Turn Your Female Customers into Evangelizers </li></ul><ul><li>Encourage them to give details about the product and include details about themselves (share pictures, comments, testimonials) </li></ul><ul><li>Encourage them to share thoughts and ideas on how to improve your product or service </li></ul><ul><li>Use regular people rather than industry experts </li></ul><ul><li>Use real people as spokespersons </li></ul><ul><li>Use video – emotion creates a reaction and a bond that expedite the know, like and trust factor </li></ul><ul><li>Give her deals, promotions and free products </li></ul>Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    19. 19. <ul><li>Spring Semester starts April 7 th </li></ul><ul><li>9 hours of intensive training </li></ul>Value $1482 – courses taken separately Special offer $397 Register now at SocialMediaAcademyforWomen.com Next Steps Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    20. 20. Visit our website at SocialMediaAcademyforWomen.com Connect with Us Facebook.com/SocialMediaAcademyforWomen @SMA4Women [email_address] Presentation by Social Media Academy for Women You may not reproduce or resell the content in any manner. All Rights Reserved. Copyright © 2011
    21. 21. Your Questions

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