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From Stalled Social Media to Engaged Customers

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Six Steps to Turn a Stalled Social Media Campaign Into Your Customer Engagement Strategy

Who is Customer Insight Group?

Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client work is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our team’s client experience includes: NHFA, Thomasville Furniture, The Maxim Group Carpet Franchise, Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, Monroe and Main, Swiss Colony, Midnight Velvet, MySwingle.com, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy Furniture Franchise, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Stein Mart, Tommy Hilfiger, Ulta, as well as various other leading companies.




More Tips, Best Practices and Social Media Marketing Resources:

FREE Evaluation of Your Social Media: http://www.customerinsightgroup.com/do-you-make-social-media-grade

Social Media Blog: http://www.customerinsightgroup.com/marketinglibrary/

Social Media Infographics: http://www.customerinsightgroup.com/infographs

Social Media Workshops: http://www.customerinsightgroup.com/custom-social-media-workshops

Pinterest: http://pinterest.com/engagekeepgrow/

Published in: Business
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From Stalled Social Media to Engaged Customers

  1. 1. Six Steps to Turn a Stalled Social Media Campaign Into Your Customer Engagement Strategy November 11, 2010
  2. 2. The Fastest Growing Marketing Channel The latest research from Forrester cites social media as the fastest growing marketing channel, expected to reach $3.1 billion by 2014. 2010 Customer Insight Group, Inc. All rights reserved.
  3. 3. Use Social Media to Achieve Your Business Objectives  A majority of marketing professionals now claim social media is “invaluable” to their business…  …yet, many are still failing to profit from social efforts. Increase Profits Customer Loyalty Brand Advocates Realize ROI 2010 Customer Insight Group, Inc. All rights reserved.
  4. 4. Gain Value from Your Social Media Investments Companies who have profited from social media are twice as likely to have a FORMAL STRATEGY. Make the shift from just having a “social presence” to supporting actual business objectives and engaging customers. Companies have GAINED REAL VALUE from significant strategic efforts. Companies who have gained value from just “experimenting.” 52% 13% 2010 Customer Insight Group, Inc. All rights reserved.
  5. 5. You Can Reap Measurable Benefits from Social Media CUSTOMER ENGAGEMENT BRAND AWARENESS BRAND ADVOCACY LEAD GENERATION INCREASED SALES INCREASED SEARCH ENGINE RANKINGS What do you want your social media strategy to achieve? 2010 Customer Insight Group, Inc. All rights reserved.
  6. 6. Six Steps to Harness the Power of Your Social Media Strategy Identify Your Objectives Identify Your Target Audience Find the Conversations Integrate Into Your Existing Communications Join the Conversations Measure 1 2 3 4 5 6 2010 Customer Insight Group, Inc. All rights reserved.
  7. 7. 1. Identify Your Objectives Determine how you will measure success. Set objectives to “BE” social, rather than “DO” social. Align social media objectives with business objectives. OBJECTIVES FIRST, TOOLS LATER 2010 Customer Insight Group, Inc. All rights reserved.
  8. 8. What Are Your Social Media Objectives?  Drive brand loyalty.  Drive brand to customers’ “top-of-mind.”  Engage high-vale, profitable and loyal customers.  Foster brand advocacy.  Strength the customer’s emotional connection with the company.  Create a sense of community.  Develop opportunities for audience to engage meaningfully with company.  Elevate customers’ relationship beyond products and price.  Engage customers in the buying process. 2010 Customer Insight Group, Inc. All rights reserved.
  9. 9. Six Steps to Create Your Customer Engagement Strategy Identify Your Objectives Identify Your Target Audience Find the Conversations Join the Conversations Measure 1 2 3 4 5 6 Integrate Into Your Existing Communications 2010 Customer Insight Group, Inc. All rights reserved.
  10. 10. 2. Identify Your Target Audience Who do you want to engage? What do they have in common? How do they use your products? Your defined objectives will help determine specific audiences. 2010 Customer Insight Group, Inc. All rights reserved.
  11. 11. Identify Your Objectives Identify Your Target Audience Find the Conversations Integrate Into Your Existing Communications Join the Conversations Measure 1 2 3 4 5 6 Six Steps to Create Your Customer Engagement Strategy 2010 Customer Insight Group, Inc. All rights reserved.
  12. 12. 3. Find the Conversations WHAT are people saying about your brand? WHO are the influencers? WHAT are they talking about? WHERE are your customers interacting? When you know what your customers are saying, you can better know what they want and value. 2010 Customer Insight Group, Inc. All rights reserved.
  13. 13. Use Tools to Learn What Your Customers Are Saying SOURCE IDEAS. FOSTER INNOVATION. REALIZE PAIN POINTS. LEARN FIRST HAND WHAT YOUR CUSTOMERS WANT. 2010 Customer Insight Group, Inc. All rights reserved.
  14. 14. Identify Your Objectives Identify Your Target Audience Find the Conversations Integrate Into Your Existing Communications Join the Conversations Measure 1 2 3 4 5 6 Six Steps to Create Your Customer Engagement Strategy 2010 Customer Insight Group, Inc. All rights reserved.
  15. 15. 4. Join the Conversations  It is a simple process. Join the two-way conversation. Utilize appropriate networks. Provide relevant content. Increase brand awareness. Foster customer loyalty. 2010 Customer Insight Group, Inc. All rights reserved.
  16. 16. Identify Your Objectives Identify Your Target Audience Find the Conversations Integrate Into Your Existing Communications Join the Conversations Measure 1 2 3 4 5 6 Six Steps to Create Your Customer Engagement Strategy 2010 Customer Insight Group, Inc. All rights reserved.
  17. 17. 5. Integrate Into Your Existing Communications Plan  Social media messaging should be integrated across traditional customer touch points. TRADITIONAL MEDIA DIRECT MARKETING INTERNET MARKETING LOYALTY MARKETING EMAIL MARKETING SOCIAL MEDIA 2010 Customer Insight Group, Inc. All rights reserved.
  18. 18. 5. Integrate into Your Existing Communications Plan DON’T KNOW RUN AS AD-HOC PROGRAMS RUN AS SILOED CAMPAIGNS RUN AS INTEGRATED CAMPAIGNS 41%35% 17% 7%  Examine your current campaigns to strategically determine the existing touch points where social media can be integrated.  Messages should be mirrored through your social media campaigns on a weekly basis.  Which of your current programs is:  Integrated?  Siloed?  Ad-hoc? U.S. Companies’ Social Media Tactics December, 2009 2010 Customer Insight Group, Inc. All rights reserved.
  19. 19. Identify Objectives Identify Target Audience Find the Conversations Integrate Into Your Existing Communications Join the Conversations Measure 1 2 3 4 5 6 Six Steps to Create Your Customer Engagement Strategy 2010 Customer Insight Group, Inc. All rights reserved.
  20. 20. 1. DEFINE 2. AUDIT 3. ASSESS 4. PRIORITIZE 6. Measure  To measure success, first remember the objectives you are trying to achieve.  Four ways to determine engagement metrics that are crucial to your business model and customer buying processes: 2010 Customer Insight Group, Inc. All rights reserved.
  21. 21. Visitors, Source of traffic Interaction Virality Network Size [Followers, Fans, Members] Sales Leads Search Engine Marketing Brand Metrics PR Customer Engagement Retention Profits Social Media Metrics 2010 Customer Insight Group, Inc. All rights reserved.
  22. 22. Identify Objectives Identify Target Audience Find the Conversations Integrate Into Your Existing Communications Join the Conversations Measure 1 2 3 4 5 6 Six Steps to Create Your Customer Engagement Strategy 2010 Customer Insight Group, Inc. All rights reserved.
  23. 23. Social Media: Your Customer Engagement Strategy With more than 73% of the U.S. population engaged with social media, social media is a tool you can use to build brand loyalty and advocacy. With the help of Customer Insight Group, there is still time in 2010 to transform your stalled social media strategy into your customer engagement strategy. Call us today: 303.422.9758! 2010 Customer Insight Group, Inc. All rights reserved.
  24. 24. Sallie Burnett, President Customer Insight Group, Inc. Email: sallie@customerinsightgroup.com Phone: 303.422.9758 Customer relationships—Engage. Keep. Grow. Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our client experience includes: Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Spencer Gifts, Tommy Hilfiger, Ulta, as well as various other leading companies.

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