Driving Social Media & Customer Acquisition Throughout the Customer Lifecycle


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http://crowdfactory.com, Customer acquisition isn’t a just a linear path through a sales funnel any more. Social engagement and sharing pportunities exist wherever content is published, interactions and brand/consumer communications occur. Realizing how to incorporate social elements to facilitate engagement and sharing helps brands extend their reach and enlist customers to advocate for them.

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Driving Social Media & Customer Acquisition Throughout the Customer Lifecycle

  1. 1. Home About Resources Archives Subscribe Consulting ContactOnline Marketing Blog search GONewsletter BIGLIST Blogs SEO Social Media Content Marketing PR Liveblogging Interviews More » Driving Social Media & Customer Acquisition SUBSCRIBE TO ONLINE MARKETING BLOG Throughout the Customer LifecycleLee Odden on Jun 29th, 2011    Online Marketing, Social Media enter your email GO TweetI received an invite to ShareCrowdFactory’s “Driving SocialMedia & Customer AcquisitionThroughout the CustomerLifecycle” webinar yesterday withJeremiah Owyang from AltimeterGroup and  Sanjay Dholakia, CEOof CrowdFactory and decided to liveblog it.Jeremiah has pioneered a lot ofthe social media thinking found in progressive companies today and his blog, WebStrategist, is known to senior business and agency marketing executives world-wide. I’vebeen reading it for many years. This webinar addressed several key issues from a social SUBSCRIBE TO TOPRANK’S TIPS NEWSLETTERengagement and commerce perspective and promised to share how marketers are using First Name Last Namesocial media to engage customers and prospects across the entire lifecycle. Email GOCustomer acquisition isn’t a just a linear path through a sales funnel any more. Social Get monthly SEO news, tips and commentary.engagement and sharing opportunities exist wherever content is published, interactions We respect your privacy.and brand/consumer communications occur. Realizing how to incorporate social elementsto facilitate engagement and sharing helps brands extend their reach and enlist Online Marketing Blog on Facebookcustomers to advocate for them. LikeSanjay opened things up stating that driving engagement is essential throughout thecustomer experience, not just at the top of the funnel. Crowd Factory provides software 9,425 people like Online Marketing Blog.that facilitates social promotion and engagement of all marketing content.Jeremiah shared that when marketers come to the table, they often apply social media Nishant Freddie Barlina Brushstrokes Devinefforts in a piecemeal way. It’s important to involve the entire customer lifecycle and tothink about the entire customer journey.Altimeter asked 140 social strategists: What 3 go to marketing social strategy objectives Rosa Nick Joel Maximilian Tusharwill you focus on most in 2011? Responses were led by Website Integration (46.7%), Facebook social plugin  followed by Ongoing Dialog with Customers (43.4%) and Listening/Learning AboutCustomers (37.7%) Recent Posts Driving Social Media & Customer Acquisition Throughout the Customer Lifecycle Optimize & Socialize: Social Media SEO Tips For Large Organizations 8 Social SEO Questions Public Relations Pros Need the Answers To Effective Use of Keywords in Content Marketing 35 Smart Social Media Business & Consumer Insights from @BrianSolis SES Toronto: Smart Mobile Marketing SES Toronto: Killer Facebook Targeting Tactics Source: Altimeter Group SES Toronto: Competitive SEO Analysis SES Toronto: SEO is Dead. No it’s Not. SES Toronto: Keyword ForensicsThe Customer Hourglass Framework PopularThe challenge is that companies continue to build tactics in solios. Public Relations, Driving Social Media & Customer Acquisition Throughout theBranding, Ecommerce and other groups might be building different social experiences for Customer Lifecyclethe same brand. These individual efforts result in an incomplete customer experience. Optimize & Socialize: Social Media SEO Tips For Large OrganizationsThe traditional purchase funnel is outdated. Think about how we can use that funnel to 22 Social Media Marketing Management Toolsbe more effective, ala “Flip the Funnel” (Joseph Jaffe). The Customer Hourglass is a modelfor this alternative thinking and looks at the entire customer experience: Awareness, Effective Use of Keywords in Content Marketing
  2. 2. Consideration, Intent, Purchase, Support, Loyalty, Advocacy. Jeremiah’s presentation Social Media Marketing Tools: 11 Best URL Shortenersexplores each of these brand and customer experiences as it relates to social media. All New Google Design 8 Social SEO Questions Public Relations Pros Need theAwareness: Customers & prospects may not know who you are, so the goal is to become Answers Totop of mind. A great example: AmEx OPEN Forum surfaces small business owner 25 Women Who Rock Social Media in 2011discussions and networking opportunities. This community enables small business owners 5 B2B Social Media Winnersto connect with each other and gain insights and expertise from thought leader 10 Ways to Create a More Engaging Facebook Pagecontributed content. TagsAwareness Key Take Aways: biglist Blogging Blog Marketing Blog l Expect paid media such as advertising to fuel the Awareness phase Optimization blog reviews blogs conference Often rely on content about lifestyle and pain points of customers l Content Marketing danny sullivan GoogleConsideration: It’s about letting customers advocate for you. Leverage your customer’s interview lee odden Link Building marketingcontent. Example: Epson has included customer reviews. Visitors who interacted with  sherpa matt cutts online marketing Onlinereviews were 67% more likely to convert. They also had a 25% higher average order PR pay per click Press Release Optimization prwebvalue. The downside of other people’s content is you lose control. Pubcon Public Relations searchConsideration Take Aways: engine optimization search l Repurpose your product inventory information an apply it to the real world engine strategies Search Insider Aggregate 3rd party reviews to your corporate website l Summit Search Marketing search l Repurpose your reviews on your corporate website to 3rd party websites and blogs: extend and repurpose marketing blogs sem blogs SEO seoIntent: Customer interactions with ecommerce content provides opportunities to share blogs ses chicago seschicago06 ses san josetheir intent with relevant networks.  Example: Levi’s incorporates the “Like” button. sessanjose08 sessanjose2007 smx SocialShoppers can “Like” and post comments about produccts straight to their Facebookwall. Customers see an instant shopping cart based on previous friend’s “Likes”. The Media social media marketingcaveat is that the data isn’t always correct, but is improving. Levi’s isn’t sharing social media optimization social SEO tips toprankperformance numbers but they’re continuing this activity, so something is happening forthem to warrant continued investment. twitter web analytics YahooIntent Takeaways: Categories Select Category 6 l While still emerging, social features are fueling sales efforts by adding richer context to the customer experience SEE TOPRANK SPEAK l Expect next gen apps to re-poullate wish lists and shoppint cartsPurchase - Tapping into friends at POP (point of purchase). This is where to connect with customers at the point of decision in the ecommerce experience. An example is Facebook launching group buying deals.  Another is Sony using group buying incentives to promote an album launch (Britney Spears). If a visitor got 5 friends to pre-order they all get 20%off.  Sony reports a 50% traffic bump at launch.Purchase Takeaways: l Social features allow friends to share point of purchase with others RECOMMENDED RESOURCES l WOM (word of mouth) can be measured and attributed to individuals l Expect in the future that virtual currency or virtual goods will offer consumers discounts or exclusive dealsSupport: Using these technologies to encouragte customers to have a greatexperience. Example: Wells Fargo – @askwellsfargo is used to listen to customers andoffer assistance. In the regulated space there are important concerns around privacy, soconversations are often taken to private chat or channels. Q/A tools, forums and similar applications can be used to encourage customers to support each other.Support Takeaways: l Reduce support costs by giving information to consumers on hand l Use a tiered approach” load up FAQ first. Follow up providing the ability for them to conduct peer to peer support. Provide them with direct to company support when RECOGNITION the first 2 avenues have been exhaustedLoyalty: The social application to this phase extends to multiple areas. Example: Hilton develped a mobile application “Top Guests”, which is basically a whitelabel version ofFoursquare for the hospitality industry. HHonors members can give a Facebook friend25% off Doubletree B&B reservation once they check in.Loyalty Takeawyas:
  3. 3. l Loyalty programs of the past are based on long term commitment and total potential spending value l In the future, companies will factor in game mechanics, badgingAdvocacy: Another phase that extends to multiple areas, involves enabling customers toserve as brand ambassadors.  Example: TurboTax Inner Circul uses a community management tool.Another Advocacy example is Microsoft MVP – Most Valuable Professional. Every year 4,000 MVPs are nominated by peers, employees, and other MVPs then selected by aninternal panel. Term of service is 1 year. It gets customers to do the work of evangelizingthe brand.Advocacy Takeaway: l The holy grail of marketing, this is the lowest cost of acquisition, most effective marketingSummary: Remember that customers are behaving in new ways, in new places and havenew expectations. Think beyond the silos.Sanjay asks:  Where do customers spend their time?There are a number of social applications and tactics social media marketers use toengage customers online including: l Sweepstakes l Special Offers l Social Shopping l Viral Video l Media Boost l Share Stories l Wishlists l Ratings & Reviews l BadgingChannels used to deploy these applications and tactics include: Website, Facebook, Display Ads, Mobile, Landing, Email. These tactics and channels extend across the customer lifecycle.
  4. 4. Marketers can create the ability during the ecommerce experience, to engage with socialnetwork friends (Facebook) for opinions. An example is the Rachel Ray website wherecustomers can tap into their Facebook network during the purchase experience foradvice.Tips on engaging customers throughout the lifecycle: l Fuel the top of the funnel (awareness) with paid media l Identify intent through social action l Offer the option to share your purchase event on the ecommerce thank you page – give them an incentive l When customers rate your content, encourage them to share that activity with their social networks l Drive loyalty with earned prizes and status l Call to arms – encourage fans to come together to reach a particular goal – game, recognition l Drive advocacy through story telling – encourage customers to tell & share their storiesSocial data across the lifecycle is critical to success. Think about social as an “Add-in” orextension to what you are already doing at each stage – not a separate thing. (I wouldrecommend SEO and Social Media Optimization in the same way).Use the right social engagement for the right touch point – all from a single place so youhave a common set of data about your customers. Use analytics and real-time feedbackto determine what works and what doesn’t. Like Tweet SUBSCRIBE TO TOPRANK’S TIPS NEWSLETTER First Name Last Name Email GO Get Online Marketing news, tips & expert insight. We respect your privacy. Comments »Rate this Post: (2 votes, average: 4.50 out of 5)Related Posts You May Enjoy Reading: l Marketing Content During the Customer Life Cycle l Social Media for SEO vs. Customer Engagement l Customer & Influencer Research in Social Media l 5 Social Media Tips for Ecommerce Marketing l How Social Media & Email Marketing Boost Customer Reach Please read the Online Marketing Blog comment policy. Hosting sponsor: Hosted in a VISI Data Center | ©2011 TopRank Online Marketing | Top