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How to Use Social Media to Attract and Retain Customers


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Organic social media reach is declining. However, it's not over for publishers yet. Here's how to measure customer success with social media marketing.

Published in: Social Media
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How to Use Social Media to Attract and Retain Customers

  1. 1. The Secret to Using Social Media to Attract and RETAIN Customers KATY KATZ
  2. 2. Hi, I’m Katy! Director of Account Strategy, Marketing Refresh 12+ years digital marketing experience Community board member ● Houston Interactive Marketing Association ● SearchHOU Connect with me: @katykatzTX
  3. 3. Is it possible to set a measurable goal for SUCCESS? @katykatztx
  4. 4. How about HAPPINESS? @katykatztx
  5. 5. What social media goals do you focus on? Likes? Comments? Shares? Do those really measure success or customer satisfaction (happiness)? @katykatztx
  6. 6. KPI key performance indicator ‘a quantifiable measure used to evaluate the success of an organization employee, etc. in meeting objectives for performance.’ @katykatztx
  7. 7. “ The truth is, it’s hard to align your social media goals to your company’s KPI. @katykatztx
  8. 8. “ 8 @katykatztx
  9. 9. But which KPI measures HAPPINESS? @katykatztx
  10. 10. HAPPINESS The thing that gets you all those likes, comments, and shares; and keeps your customers coming back. @katykatztx
  11. 11. “ 60% of business are not able to track ROI from their social media activities. - @katykatztx
  12. 12. Maybe that doesn’t MATTER. @katykatztx
  13. 13. ON THE UTOPIA THAT SOCIAL MEDIA HAD THE POTENTIAL TO BE “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. #orgasmic” Avinash Kaushik @katykatztx
  14. 14. “ “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!!!” AVINASH KAUSHIK @katykatztx
  16. 16. “ 52% The average decline publishers are seeing from social media traffic. - Social Flow, 2016 @katykatztx
  17. 17. “ 2% The average organic reach of a brand’s Facebook posts. - Facebook, 2016 @katykatztx
  18. 18. So how do you set a KPI for social media that you can measure other than revenue? @katykatztx
  19. 19. CUSTOMER SUCCESS When customers achieve their desired outcomes through interactions with your company. Lincoln Murphy @katykatztx
  20. 20. “ No customer success = No business success! @katykatztx
  21. 21. So what do we measure? @katykatztx
  22. 22. NET PROMOTER SCORE The willingness of customers to recommend a company’s products or services to another. @katykatztx
  23. 23. Example Goals: ▫ Publish XX customer success social posts per week ▫ Receive XX positive customer reviews per month ▫ 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!) Example KPI: Increase social media customer success (NPS) by 50% in 6 months. @katykatztx
  24. 24. “ Just Some of the Tools You Can Use @katykatztx Just Be Sure to Measure!
  25. 25. “ Success on Instagram ... @katykatztx
  26. 26. “ Success on Instagram ... @katykatztx
  27. 27. “ Success on Facebook ... @katykatztx
  28. 28. “ Success on Twitter ... @katykatztx
  29. 29. “ Success is even possible during a hurricane ... @katykatztx
  30. 30. “ Success is even possible during a hurricane ... @katykatztx
  31. 31. “ But you have to read the situation. @katykatztx
  32. 32. “ Mistakes can make you appear disingenuous @katykatztx
  33. 33. “ When you think about your customers’ success, you will craft better social media posts. @katykatztx
  34. 34. Hello Likes! @katykatztx
  35. 35. “ You’ll also have more engaged customers and sell more. @katykatztx
  36. 36. “ @katykatztx
  37. 37. The percent of consumers who have had a good social media experience with a brand and are subsequently likely to recommend it to others. - Ambassador, 2017 71% @katykatztx
  38. 38. 6-8 The number of touches it takes to convert a prospect into a sale. - Salesforce @katykatztx
  39. 39. How much more expensive it is to attract a new customer instead of retain an existing one. - Hubspot 25% @katykatztx
  40. 40. A 5% increase in customer retention leads to a 25-95% increase in PROFITS. - Ian Kingwell @katykatztx
  41. 41. The secret to good great content. @katykatztx
  42. 42. Know Your Customer @katykatztx
  43. 43. A FICTIONAL REPRESENTATION OF YOUR TARGET CUSTOMER. Persona 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. @katykatztx
  44. 44. [Persona Name] Demographics ▫ Age / Gender ▫ Salary / Background / Education ▫ Location / Family ▫ Job Title / Role Details Goals & Challenges ▫ Values / Pain Points ▫ Key Metrics for Success Social Media / Online Behavior ▫ Platforms ▫ Behaviors ▫ Favorite Resources Marketing Message ▫ Keywords ▫ Elevator Pitch 44 @katykatztx
  45. 45. MAP OUT THE JOURNEY YOUR PERSONAS TAKE FROM PROSPECT TO CUSTOMER. Buyer’s Journey Awareness Consideration Decision Success Trigger Actions Goals Pain Points Keywords Message @katykatztx
  46. 46. When you understand your customer on a personal level, you can communicate. @katykatztx
  47. 47. Love, trust, and happiness make the world go round. @katykatztx
  48. 48. Thanks, millennials! @katykatztx
  49. 49. Only 1% of millennials said that a compelling advertisement would make them trust a brand more. - Forbes, 2015 @katykatztx
  50. 50. “ 62% Of millennials say that if a brand ENGAGES with them on social networks, they are more likely to become a loyal customer. - Forbes, 2015 @katykatztx
  51. 51. 2,460,000,000 Social Media Users Worldwide - Statista, 2017 @katykatztx
  52. 52. “ Let’s spread some happiness. @katykatztx
  53. 53. Questions? @katykatztx #stateofsearch