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Customer Acquisition in the Digital Age: Using Social Media to Connect and Convert


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Geared towards early stage entrepreneurs, Philly Tech Week's Entrepreneur Boot Camp featured experts ready to teach the basics of starting a business, including customer acquisition. Things have changed in the digital age, so we discussed the five things entrepreneurs need to know about using social media to drive conversion.

Presented at Philly Tech Week 2015 during the Entrepreneur Boot Camp.

Published in: Business
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Customer Acquisition in the Digital Age: Using Social Media to Connect and Convert

  1. 1. USING SOCIAL MEDIA TO CONNECT AND CONVERT CUSTOMERS Customer Acquisition in the Digital Age Erica Nardello, Social Media Supervisor at LevLane
  2. 2. Facebook followers are… 80% more likely to be brand users than non-followers Syncapse “The Value of a Facebook Fan 2013: Revisiting Consumer Brand Currency in Social Media”
  3. 3. And Twitter followers are… 64% more likely to buy products from brands they follow Erin Richards-Kunkel, Yahoo! Small Business
  4. 4. So what do you need to know?
  6. 6. THIS ISN’T HIGHLANDER there is not only one
  7. 7. In 2014, 52% of internet users were using two or more of the five major social networks – up from 42% in 2013. Pew Research “Social Media Update 2014”
  8. 8. The right platform & content mix matters
  9. 9. The right platform & content mix matters
  10. 10. FOLLOW THE CONVERSATION then join it
  11. 11. Online conversations are everywhere And sometimes they’re in the places you least expect… In 2014, we discovered that our Massage Envy Spa clients were missing nearly 40% of online reviews because they weren’t monitoring the platforms their customers were actually using to share their feedback
  12. 12. Promoted Tweets using Twitter Cards during the Parks and Recreation season finale helped to spur viewers to get involved with the real National Parks Conservation Association
  13. 13. THINK PLATFORM FIRST then strategy and execution
  14. 14. Ben & Jerry’s found a way to put Twitter users’ unused characters to use in promoting a cause close to their hearts on World Fair Trade Day
  15. 15. Jinxed promotes local vintage finds and boosts sales with exclusive call-to-buy calls-to-action at three area locations on Instagram Instagram: Jinxed Philadelphia
  16. 16. PURCHASES ARE OVERRATED advocacy is where it’s at
  17. 17. Invite customers to tell their own stories Rothman Ambassadors shared personal triumphs in hopes of touching someone whose fear outweighs their pain… and inspired more than 100 other patients to share their own stories.
  18. 18. ANALYTICS ARE YOUR FRIEND your “gut feeling” probably isn’t
  19. 19. Your social audience doesn’t fit the mold Our Massage Envy Spa clients said that their customer base is: • Mostly white • 50% female, 50% male • Ages 35-54 We challenged that and found that their social customers are: • Mostly African-American • 76% female, 23% male • Ages 25-54 (but mostly 25-34)
  20. 20. Knowing is half the battle, so let’s recap: • There isn’t just one platform or content type that works • Follow the conversation before you join • Strategize for each social platform • Aim for advocacy, not one-time buyers • Use analytics to continually optimize and improve
  21. 21. Thank you! If you’ve got questions, let me know on Twitter. I’m @ericanardello.