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Introduction
Over 16 years’ experience within digital marketing and advertising.
Former BDD at Auto Trader UK, responsible...
Turning customers into raving fans
• Success with social media starts with the right content, to the right
audience at the...
What type of customers do you want?
“It’s better to have 100 people [who] love you than finding a million
who just sort of...
Quiz: Which celeb follows which florist?
Join the conversation #CXEdge @jimhaysom
@TayeDiggs
429,229 Followers
@BarackObam...
Followers, Fans and Customers
• The number of followers/fans is not a standalone metric of success.
• The number of fans/f...
Use analytics for competitive advantage
• Your best content is useless if you share it at the wrong time, in the
wrong for...
How your audience define themselves
Join the conversation #CXEdge @jimhaysom
flowers
music
life
marketing
writer
food
digi...
Is your brand visible at the right time?
Join the conversation #CXEdge @jimhaysom Source: www.BirdSongAnalytics.com
Interflora UK
33,144 Followers
Serenata
Flowers
7,781 Followers
Arena
Flowers
23,231 Followers
Identify and map your socia...
Creating a brand voice
• Your content should express your
brand’s core values, and be relevant
and useful to your audience...
The PESO Model
Join the conversation #CXEdge @jimhaysom
Source: Gini Dietrich, SpinSuck.com
Creating content that resonates
Join the conversation #CXEdge @jimhaysom
Source: Twitter.comSource: Facebook.com/interflor...
Creating content that entertains
Join the conversation #CXEdge @jimhaysom
Source: Twitter.com
Content, Community & Commerce
• Our basic needs have changed as we
live in the ‘connected’ world.
• Brands need to connect...
Raving fans are great marketers
• Make the purchasing experience effortless
• Create Memorable Engaging Moments
• Measure ...
“People share, review, complain and champion brands regarding their customer
experiences across the social web for all to ...
Top 5 Tips of Community Management
• Learn how to listen
• Be the lynchpin
• Measure their value
• Community is reciprocal...
Fix, Solve And Make it Painless
Join the conversation #CXEdge @jimhaysom
Source: Facebook.com/interfloratheflowerexperts
Join the conversation #CXEdge @jimhaysom
CS
Email
Online
Form
Direct
Message
Source: Twitter.com
Turning customers into raving fans
• Engage with customers, fans and
detractors in real-time
• Create and curate compellin...
Thank You
Jim Haysom
Feel free to reach out to me if you
have any further questions
• Twitter @jimhaysom
• www.linkedin.co...
CXEdge 2015 Customer Experience & Social - Turning Customers Into Raving Fans
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CXEdge 2015 Customer Experience & Social - Turning Customers Into Raving Fans

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Customer Experience and Social. #SocialCX: Turning customers into Raving Fans. Success with social media starts with the right content, to the right audience at the right time. This presentation provides considerations, tips and examples of how brands can achieve this.

To deliver an amazing customer experience, you will need to know who your audience is, and get to know them better. You need to create a consistent brand voice across all social channels, and build brand and advocacy with a responsive strategy. By extracting insights and using social and data analytics, brands can ensure they are driving their business goals.

These slides were presented at Marketing Magazine's #CXEdge conference in London on 26 March 2015 by Jim Haysom, a digital professional with over 16 years' experience.

Follow Jim Haysom on Twitter @jimhaysom

Published in: Social Media
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CXEdge 2015 Customer Experience & Social - Turning Customers Into Raving Fans

  1. 1. Introduction Over 16 years’ experience within digital marketing and advertising. Former BDD at Auto Trader UK, responsible for developing inbound marketing strategies that enabled clients to engage with customers with relevant content, in the right place at the right time. Previously worked at eBay UK building integrated partnerships with brands and retailers increasing value, trust and selection to the eBay community. Join the conversation #CXEdge @jimhaysom
  2. 2. Turning customers into raving fans • Success with social media starts with the right content, to the right audience at the right time. • To deliver an amazing customer experience, you will need to; • Get to know your customers better • Create a consistent brand ‘voice’ across all channels • Build brand and advocacy with a responsive strategy • Extract insights to drive your business goals Join the conversation #CXEdge @jimhaysom
  3. 3. What type of customers do you want? “It’s better to have 100 people [who] love you than finding a million who just sort of like you.” - Paul Graham, Y-Combinator This was the advice given from Paul Graham to Brian Chesky, one of Airbnb’s co-founders in 2009. Join the conversation #CXEdge @jimhaysom
  4. 4. Quiz: Which celeb follows which florist? Join the conversation #CXEdge @jimhaysom @TayeDiggs 429,229 Followers @BarackObama 53,567,088 Followers @Charlottegshore 2,144,316 Followers @SerenataFlowers 7,781 Followers @ArenaFlowers 23,231 Followers @InterfloraUK 33,144 Followers Source: Twitter.com 22-Mar-15
  5. 5. Followers, Fans and Customers • The number of followers/fans is not a standalone metric of success. • The number of fans/followers is not truly insightful without context. • Fan size can be influenced by ads, organic growth and signposting. • Difference between your recent fans vs legacy fans? • Does fan size reflect the ‘in-market’ opportunity or market share? • Does churn reflect consumer behaviour or content you are posting? • What is your net audience following across all social channels? • Ask your customers for their social profiles. Join the conversation #CXEdge @jimhaysom
  6. 6. Use analytics for competitive advantage • Your best content is useless if you share it at the wrong time, in the wrong format or to the wrong audience. • It’s good to understand your competitors’ activity to identify new opportunities and gaps you can fill. • Implement social interaction tracking; GA, social platform analytics & various 3rd party tools can provide meaningful insights. • Analyse your customer and prospect database to identify social profile and segment customer database with these new insights. Join the conversation #CXEdge @jimhaysom
  7. 7. How your audience define themselves Join the conversation #CXEdge @jimhaysom flowers music life marketing writer food digital design student family professional designer geek football mum mum family mummy wife music florist married children kids travel blogger beauty food mother competitions Common words in Follower Biographies Source: www.BirdSongAnalytics.com
  8. 8. Is your brand visible at the right time? Join the conversation #CXEdge @jimhaysom Source: www.BirdSongAnalytics.com
  9. 9. Interflora UK 33,144 Followers Serenata Flowers 7,781 Followers Arena Flowers 23,231 Followers Identify and map your social audience Twitter Followers as of 22-Mar-15 % Unique Followers • Interflora UK – 78% • Arena Flowers – 87% • Serenata Flowers – 37% • 13% of the audience follow 2 or 3 accounts (7,419 profiles) • Are Followers for Serenata Flowers more receptive for rival competitor messages? Join the conversation #CXEdge @jimhaysom
  10. 10. Creating a brand voice • Your content should express your brand’s core values, and be relevant and useful to your audience. • Your style should suit your audience, whether that be in the written form, imagery and video. Content length, format and language are important. • Consider the tone of your content. Humour has got big brands in trouble, but it can also create standout for your business. Join the conversation #CXEdge @jimhaysom Source: Google Images
  11. 11. The PESO Model Join the conversation #CXEdge @jimhaysom Source: Gini Dietrich, SpinSuck.com
  12. 12. Creating content that resonates Join the conversation #CXEdge @jimhaysom Source: Twitter.comSource: Facebook.com/interfloratheflowerexperts
  13. 13. Creating content that entertains Join the conversation #CXEdge @jimhaysom Source: Twitter.com
  14. 14. Content, Community & Commerce • Our basic needs have changed as we live in the ‘connected’ world. • Brands need to connect on a deeper level with their customers, developing stronger relationships. • Profit in business comes from repeat customers, customers that boast about your product and service, and bring friends with them. Join the conversation #CXEdge @jimhaysom Source: Google Images
  15. 15. Raving fans are great marketers • Make the purchasing experience effortless • Create Memorable Engaging Moments • Measure CLV for your advocates Join the conversation #CXEdge @jimhaysom Source: Twitter.com
  16. 16. “People share, review, complain and champion brands regarding their customer experiences across the social web for all to see. That’s why at Fitbit we spend a lot of time listening & responding to our users in a timely fashion, with passion, humour & useful information. We also have localised EMEA Facebook & Twitter pages, rather than one blanket approach. Our social platforms are more than just marketing channels for new products, we learn from social about what our Fitbit family really thinks, and how best to make them truly happy with us as a fitness brand, motivating them to make positive lifestyle changes.” - Rae Lovejoy, Digital Marketing Manager EMEA, Fitbit, Inc. Join the conversation #CXEdge @jimhaysom
  17. 17. Top 5 Tips of Community Management • Learn how to listen • Be the lynchpin • Measure their value • Community is reciprocal • Take it offline Join the conversation #CXEdge @jimhaysom Community Members are connected, knowledgeable, and inspired Community and the Organisation rely on one another and are Successful Together A Foundation of Trust is built between the Organisation and the Community Source: We Are Perfect Circle http://www.weareperfectcircle.co.uk
  18. 18. Fix, Solve And Make it Painless Join the conversation #CXEdge @jimhaysom Source: Facebook.com/interfloratheflowerexperts
  19. 19. Join the conversation #CXEdge @jimhaysom CS Email Online Form Direct Message Source: Twitter.com
  20. 20. Turning customers into raving fans • Engage with customers, fans and detractors in real-time • Create and curate compelling, useful and relevant content with purpose • Make customers feel like valued individuals and turn them into fans • Extract audience insights for content strategy and driving business goals Join the conversation #CXEdge @jimhaysom Source: Content Marketing Institute/Marketing Profs - B2C Marketing Report: 2015 Benchmarks, Budgets, and Trends— North America
  21. 21. Thank You Jim Haysom Feel free to reach out to me if you have any further questions • Twitter @jimhaysom • www.linkedin.com/in/jimhaysom • www.jimhaysom.uk This presentation will be available at www.slideshare.net/jimhaysom Join the conversation #CXEdge @jimhaysom

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