How to Use Social Media to Attract and Retain Customers
The Secret to
to Attract and
Hi, I’m Katy!
Director of Account Strategy, Marketing Refresh
12+ years digital marketing experience
Community board member
● Houston Interactive Marketing Association
Connect with me: @katykatzTX
Is it possible to set a measurable goal for SUCCESS?
ON THE UTOPIA THAT SOCIAL
MEDIA HAD THE POTENTIAL TO
“Excitedly, brands could have a presence (a
"page") where they could contribute
meaningful updates (info-snacks) in order to
be a part of the organic conversations people
were already having by the tens of millions.
Daily meaningful brand connections would be
converted into brand familiarity, shifts in
brand perception, feeding brand loyalty.
“Businesses of all types, including Google (SMB, Main), got
on amazing platforms like Facebook (and Weibo, Instagram,
Pinterest etc.) and started pimping. All that their collective
imagination could manifest in a Utopia-possible environment
was: LOOK ME I AM SO PRETTY!! BUY NOW!!!”
MARKETERS ARE BREAKING SOCIAL MEDIA
The average decline publishers are seeing from
social media traffic.
- Social Flow, 2016
The average organic reach of a brand’s Facebook
- Facebook, 2016
So how do you set a KPI for social media that you can
measure other than revenue?
When customers achieve their desired outcomes through
interactions with your company.
No customer success = No business success!
NET PROMOTER SCORE
The willingness of customers to recommend a company’s products
or services to another.
▫ Publish XX customer success social posts
▫ Receive XX positive customer reviews per
▫ Respond to all social comments or
questions within XX minutes
Social media customer success
comes down to measures of
utility, presence, and engagement.
(Millennials see right through overt ads!)
success (NPS) by
50% in 6 months.
Just Some of the Tools You Can
Just Be Sure to Measure!
REPRESENTATION OF YOUR
The picture you paint based on
research and interviews with actual
customers. A persona goes beyond
basic demographics to include the
intangible elements that make a
person tick. Market research can tell
you some essential information about
the people who are most likely to
purchase your products or services.
▫ Age / Gender
▫ Salary / Background / Education
▫ Location / Family
▫ Job Title / Role Details
Goals & Challenges
▫ Values / Pain Points
▫ Key Metrics for Success
Social Media / Online Behavior
▫ Favorite Resources
▫ Elevator Pitch
MAP OUT THE JOURNEY YOUR
PERSONAS TAKE FROM
PROSPECT TO CUSTOMER.
Awareness Consideration Decision Success
When you understand your customer on a
personal level, you can communicate.
Love, trust, and happiness
make the world go round.