From the From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.. SESSION: 24/7 Social Media & The Growth of Customer Advocates. PRESENTATION: Mobilize! 24/7 Social Media & The Growth of Customer Advocates - Given by Scotty Greenburg, @scottygreenburg - Tango Card, Marketing Lead. #SocialPro #22A3

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Scotty Greenburg, Tango Card
MOBILIZE!
24/7 Social Media & The Growth Of
Customer Advocates

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Here’s the agenda for the next 20 minutes:
 Customer Strategy
 Social Media Strategy
 Customer Advocates
 Automation
 Make it Human!
About the Session

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We make rewards easy to send
and awesome to receive.
 eGift Cards, Digital Prepaid Cards,
Donations
 Delivery Technology
 Absolute dedication to customer service
About Tango Card

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Customer Strategy
“We don’t think of Tango as a rewards
vendor; we consider Tango our rewards
partner.”

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Support:
 Customers
 Their customers
 24/7 service – 9/5
hours
Customer Strategy

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While our technology runs 24/7…
We can’t actually be available 24/7 – but our
brand can be present.
24/7 Service?

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Increase brand
footprint while
maintaining brand
voice and presence.
Social Media Mission

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 We are in the office 7-5 PST
 On call tech support + alerts
 FAQs, Best Practices and Auto-response
 Social Media
 Advocates
Presence

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 Create personality
(brand voice)
 Mobilize the
customer’s voice
(advocates)
 Automate
 Maintain personality
What to do?

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 Sum of the people
 Use brand aspects
and company
stories to create a
persona
 Know your audience
 Stick to it and evolve
Create Personality

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Advocate Marketing:
Your customers are the most effective and
engaging marketers you have.
Identify Advocates

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 Organize them (We
use Influitive)
 Challenge them
 Incentivize them
 Recognize them
 Repeat
Mobilize Advocates

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#1 piece of feedback – more challenges!
Identify and Mobilize Advocates

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Advocates become comfortable with brand
voice:
 Prompts to write
 Sharing Tango Card thoughts
 Their shares are our presence
Push Brand Presence with Advocates

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Automate where possible

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 Challenges
 Scheduling
 Automated responses
But remember…
Automate where possible

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There’s no reason to
do any of this if there
isn’t ultimately a
person to talk to.
It’s people helping people

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A genuine, helpful
response goes the
furthest – even if it’s
not instantaneous.
Presence to Availability

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The results…
 A wall of customer
praise
 Our customers don’t
leave
 They talk about us
all the time!

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THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!