How to use social media to retain customers


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A presentation by CMI Communities Manager Adi Gaskell on how you can use social media to retain customers and create evangelists to create buzz around your business.

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  • 1. Love the product and service you sell and believe it can be Remarkable.  2. Talk about what you do with excitement (drink caffeine if you have to). 3. Send surveys to make sure your product or service is staying remarkable. 4. Utilize a blog or forum to allow your customers to share the story (to remark on your story). 5. Believe in the concept of using social media as a HUGE communication tool. It is here to stay. 
  • They could be customers (past/present/prospect), analysts, partners, co-workers, enthusiasts
  • How to use social media to retain customers

    1. 1. The Business Benefits of Social Media <ul><li>Title </li></ul>
    2. 2. What does social media mean to you?
    3. 3. What is social media not about?
    4. 4. What is Social Media about? <ul><li>Being remarkable </li></ul><ul><li>Being talked about </li></ul><ul><li>Creating fans/evangelists </li></ul>
    5. 5. How can you be remarkable? <ul><li>re⋅mark (from )     /rɪˈmɑrk/ Show Spelled Pronunciation [ri-mahrk] –verb (used with object) 1. to say casually, as in making a comment: Someone remarked that tomorrow would be a warm day. 2. to note; perceive; observe: I remarked a slight accent in her speech. 3. Obsolete. to mark distinctively. </li></ul>
    6. 6. How can you generate buzz? <ul><li>Who are the 20% that will deliver 80% of your buzz? </li></ul><ul><li>How sticky is your message? </li></ul><ul><li>Is it the right time and place? </li></ul>
    7. 7. How can you create evangelists? <ul><li>Who are they? Identify the passion </li></ul><ul><li>How can you organise them? Ignite the passion </li></ul><ul><li>How can you help them to spread the word? Scale the passion </li></ul>
    8. 8. Who are they? <ul><li>Who are your best customers? </li></ul><ul><li>Who are your biggest fans? </li></ul><ul><li>Who do they talk to? </li></ul><ul><li>Who talks to them? </li></ul><ul><li>What motivates them to talk? </li></ul><ul><li>Why do we want them talking about us? </li></ul>Why do we want them talking about us? What motivates them to talk? What else do they talk about? Who talks to them? Who do they talk to? Who are our present and potential evangelists? Evangelist #3 Evangelist #2 Evangelist #1 CMI Workshop: Who are our evangelists?
    9. 9. Why will they talk? <ul><li>Do your products amaze? </li></ul><ul><li>Do your products disappoint? </li></ul><ul><li>Does talking about you improve their image? </li></ul><ul><li>Is there a shared cause? </li></ul>Our shared cause? Their own interest? Our excellent events? Our unique product? Evangelist #3 Evangelist #2 Evangelist #1 CMI Workshop: Why will our evangelists talk about us?
    10. 10. How can you organise them? <ul><li>Bring customers into the fold </li></ul><ul><li>Let them help each other </li></ul><ul><li>Let them design their own services </li></ul><ul><li>Build communities of practice </li></ul><ul><li>Provide a marketplace for ideas </li></ul>
    11. 11. Some take-aways to remember <ul><li>Word of mouth is the most trusted form of media (eMarketer) </li></ul><ul><li>Acquiring a customer costs 5 to 10 times more than retaining one (eMarketer, 2002). </li></ul><ul><li>Repeat customers spend, on average, 67 percent more (Bain and Co., 2002). </li></ul><ul><li>After 10 purchases, a customer has referred up to seven people (Bain and Co., 2002). </li></ul>
    12. 12. Pop Quiz <ul><li>The bubbly has to go! ( unless it has already gone in which case this is just for fun ) </li></ul><ul><li>What is the average number of Facebook friends? </li></ul><ul><li> </li></ul>