Two Ears and One Mouth: Using Social Media to Profitably Listen to Customers Mallorie Rosenbluth, Managing Director Likeab...
 
•  The Evolution of the Business – Customer Relationship •  How to Leverage Social Media to Improve the Customer Experienc...
We were mad men - selling, selling, selling In the beginning…
Do these speak  to  you? In the beginning…
•  1-800 customer service lines •  Email support  •  Website chat support But we evolved
We even WANT the feedback But we evolved
What does this mean?
OH NO!
We are  empowering  our customers to be our brand advocates But it’s ok…
Internet and Social Media are shifting the power  AWAY  from editors, publishers, the establishment,  NOW it’s the PEOPLE ...
How we’ve evolved •  Social media users are more discerning– hip to gimmicks and pushy sales tactics •  Traditional media ...
… Or: What the heck am I doing?! Getting started
<ul><li>When your company got started in social media did you: </li></ul><ul><li>Publish a Facebook page and cross your fi...
You need a strategy!
•  Improve the customer experience •  Drive traffic to a website or store location •  Raise brand awareness Whether your g...
And only your  customers  can do that It’s all about positively impacting your bottom line.
Where are my customers? What are they saying? Who are they saying it to?  How influential are these people in the space? S...
Tools to help you
Step 2: Join the conversation
Facebook: The Facts Americans generate  500 billion  peer influence impressions per year with  62% of those on Facebook Th...
Twitter: The Facts 49%  of monthly Twitter users follow brands or companies 67%  of tweeters are more likely to purchase p...
But remember, you can’t communicate the same way on both platforms If you start anywhere, start with Facebook & Twitter
Would you sell your products the same way in a TV commercial as you would in a print ad? The message needs to match the me...
•  What is your brand voice?  •  What does your audience care about? Facebook Content 101 Take off your marketing cap… and...
•  Post ONCE per day •  Respond to EVERYTHING (yes, everything) •  Address the negative •  Highlight the positive Facebook...
•  Determine why you want to be on Twitter •  Discover why people are talking about you in the space •  Leverage findings ...
•  Post many times per day (recommended: 5 – 7) •  Retweet great information •  Respond to @mentions •  Rock the search fu...
If someone is talking  to  you or  about  you – you have the opportunity to engage them.  Customer service isn’t just abou...
Let your findings guide the evolution of your strategy (Yes, it should be evolving!) Learning from the Process
Great Brands Doing Great Things:
Zappos <ul><li>Goal: Employees with voice on social media </li></ul><ul><li>•  Word of mouth = customer acquisition </li><...
Tasti D-lite <ul><li>Goal: reward customers who share experiences </li></ul><ul><li>•  The 1 st  social media rewards prog...
ComCast Cares •  Goal: To come out from behind Comcast logo •  @comcastcares reaches out to hundreds on Twitter everyday •...
 
Questions?
Want to know more? Likeable Social Media:  How to Delight Your Customers,  Create an Irresistible Brand,  and Be Generally...
Mallorie Rosenbluth Managing Director, Likeable Media Facebook.com/Mrosenbluth Twitter.com/MallorieRose [email_address] (2...
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Two Ears and One Mouth: Using Social Media to Profitably Listen to Customers: From Brooklyn Business Expo April 2011

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  • The Zappos goal is to have as many employees be a voice on social media as possible Zappos acquired customers by word of mouth and retained them with good service Currently have a staff of 400+ employees (including their CEO) on Twitter responding &amp; engaging with customers • The Las Vegas shoe retailer was founded in 1999 selling shoes online. In ten years it has expanded to include other products like handbags and sunglasses, and it has grown to be a $1 billion per year business. • micro-interactions and the emphasis on customer service have had real word of mouth benefits for the brand
  • Tasti D-lite wanted to reward customers with loyalty points for sharing their experience related to the brand The 1 st kind of social media rewards program was created with TastiRewards -Could be connected to Twitter, Facebook, and Foursquare in order to earn points • enterprise-wide program • first class in technology • robust reporting • affordable viral marketing • mutually beneficially • company branding • positive engagement • easy integration http://www.slideshare.net/werkshop/case-study-tasti-dlite
  • • Comcast’s goal is to come out from behind their logo • @comcastcares reaches out to 600 – 1,000 tweeters in a day and has conversations with about 200 – 300 people on Twitter per day • Each Comcast employee that tweets has a personalized account ie @comcastbill &amp; @comcastconnie
  • Two Ears and One Mouth: Using Social Media to Profitably Listen to Customers: From Brooklyn Business Expo April 2011

    1. 1. Two Ears and One Mouth: Using Social Media to Profitably Listen to Customers Mallorie Rosenbluth, Managing Director Likeable Media @MallorieRose #Likeable
    2. 3. • The Evolution of the Business – Customer Relationship • How to Leverage Social Media to Improve the Customer Experience • Great Brands Doing Great Things Agenda
    3. 4. We were mad men - selling, selling, selling In the beginning…
    4. 5. Do these speak to you? In the beginning…
    5. 6. • 1-800 customer service lines • Email support • Website chat support But we evolved
    6. 7. We even WANT the feedback But we evolved
    7. 8. What does this mean?
    8. 9. OH NO!
    9. 10. We are empowering our customers to be our brand advocates But it’s ok…
    10. 11. Internet and Social Media are shifting the power AWAY from editors, publishers, the establishment, NOW it’s the PEOPLE who are taking control . Today… -Rupert Murdoch
    11. 12. How we’ve evolved • Social media users are more discerning– hip to gimmicks and pushy sales tactics • Traditional media interrupts while social joins • Strong traditional media is bought , whereas strong social media is earned
    12. 13. … Or: What the heck am I doing?! Getting started
    13. 14. <ul><li>When your company got started in social media did you: </li></ul><ul><li>Publish a Facebook page and cross your fingers </li></ul><ul><li>Sit down with several members of your team to discuss goals and strategy </li></ul><ul><li>Uhhh… we still don’t have a social media presence </li></ul>Quiz Time!
    14. 15. You need a strategy!
    15. 16. • Improve the customer experience • Drive traffic to a website or store location • Raise brand awareness Whether your goals are to:
    16. 17. And only your customers can do that It’s all about positively impacting your bottom line.
    17. 18. Where are my customers? What are they saying? Who are they saying it to? How influential are these people in the space? Step 1: Listen Ask yourself:
    18. 19. Tools to help you
    19. 20. Step 2: Join the conversation
    20. 21. Facebook: The Facts Americans generate 500 billion peer influence impressions per year with 62% of those on Facebook The average Facebook user is connected to 80 community pages, groups, & events The number of minutes spent on Facebook per month is 500 billion More than 30 billion pieces of content is shared on Facebook each month
    21. 22. Twitter: The Facts 49% of monthly Twitter users follow brands or companies 67% of tweeters are more likely to purchase products from brands they follow on Twitter The average number of “tweets” per day on Twitter is 27 million 1/3 of Twitter users are more likely to recommend a brand after becoming a follower
    22. 23. But remember, you can’t communicate the same way on both platforms If you start anywhere, start with Facebook & Twitter
    23. 24. Would you sell your products the same way in a TV commercial as you would in a print ad? The message needs to match the medium
    24. 25. • What is your brand voice? • What does your audience care about? Facebook Content 101 Take off your marketing cap… and think like a consumer
    25. 26. • Post ONCE per day • Respond to EVERYTHING (yes, everything) • Address the negative • Highlight the positive Facebook Content 101 The 4 most important words in social media are: “Thank You” and “I’m Sorry”
    26. 27. • Determine why you want to be on Twitter • Discover why people are talking about you in the space • Leverage findings to create a detailed strategy for posting original content and retweeting others Twitter Content 101
    27. 28. • Post many times per day (recommended: 5 – 7) • Retweet great information • Respond to @mentions • Rock the search functionality Twitter Content 101
    28. 29. If someone is talking to you or about you – you have the opportunity to engage them. Customer service isn’t just about fixing problems. It’s about acknowledging your consumer. Best Practice for Responding
    29. 30. Let your findings guide the evolution of your strategy (Yes, it should be evolving!) Learning from the Process
    30. 31. Great Brands Doing Great Things:
    31. 32. Zappos <ul><li>Goal: Employees with voice on social media </li></ul><ul><li>• Word of mouth = customer acquisition </li></ul><ul><li>• Good service = customer retention </li></ul><ul><li>Whole Zappo staff responds & engages with customers </li></ul>
    32. 33. Tasti D-lite <ul><li>Goal: reward customers who share experiences </li></ul><ul><li>• The 1 st social media rewards program: TastiRewards </li></ul><ul><li>- connected with Twitter, Facebook, and Foursquare </li></ul>
    33. 34. ComCast Cares • Goal: To come out from behind Comcast logo • @comcastcares reaches out to hundreds on Twitter everyday • Personalized accounts ie @comcastbill & @comcastconnie make the interaction real
    34. 36. Questions?
    35. 37. Want to know more? Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on (& other social networks)
    36. 38. Mallorie Rosenbluth Managing Director, Likeable Media Facebook.com/Mrosenbluth Twitter.com/MallorieRose [email_address] (212) 660-2458 Likeable Media Facebook.com/LikeableMedia Twitter.com/LikeableMedia likeable.com

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