Be a Social Media Rockstar and Engage Your Customers!
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This document discusses how companies can use social media to build customer engagement and loyalty. It provides 4 key takeaways: 1) How social media helps companies engage customers; 2) The importance of a customer engagement strategy; 3) How to gauge current customer engagement; and 4) Examples of companies successfully engaging customers. The document then explores why social media helps connect with customers intimately, the need for a customer touchpoint analysis, using surveys to understand customers, engaging customers uniquely, and examples of companies that engage well on social media.
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Be a Social Media Rockstar and Engage Your Customers!
- 1. 800.425.9843 www.blytheco.com/bam Think.blytheco.com | twitter@blythecollc
- 2. Going Social to Build Customer Engagement and Loyalty
- 3. Apryl Hanson, Blytheco Director of Customer and Partner Strategy Editor of Bellwether Magazine Director, Blytheco Advanced Marketing @aprylhanson @blythecollc Think.blytheco.com – blog www.blytheco.com/BAM
- 4. If you are on Twitter please tweet anything you find compelling with hash-tag #blydea
- 5. What will you learn? 4 Take-a-ways 1. Why Social Media is helping companies engage with their customers? 2. The strategy being customer engagement & why it is important to your bottom line 3. How to gauge where you are with customer engagement? 4. Examples of how people are engaging with their customers
- 6. Why is Social Media Helping? Social media is helping us connect with more people than ever before in a more intimate way.
- 7. Why is Social Media Helping? •Wow – factor needed •Your customers are measuring you against everyday experiences with ALL brands •Regardless if you are BtoB or BtoC – we are all BtoP (business to people) •Treat consumers as individuals
- 8. Why is Social Media Helping? •Consumer expect that you understand them on a personal level •Only offer them products and services they are interested in •This is a transformation from mass communication to individualized communication •If you haven’t made the switch you are falling behind
- 9. Why is Social Media Helping? ● Need to have ● Know your ideal prospect ● Focus on key search words ● Develop content around these two things
- 10. Why is Social Media Helping Be Transformational and Thought Provoking
- 11. The Strategy What are the touch- points in your relationship with customers?
- 12. The Strategy ● More than documenting what your customers are saying ● Understand the touch-points you can control in the relationship ● Think of social media as a tool to gauge how well you are doing in that process ● Every area you improve in can impact the bottom line ● Use a touch-point analysis to help (example next slide) ● Brainstorm about all of the places you have to touch the customer and create a good or bad experience
- 13. How to Gauge Where You Are Suspect Lead Stage Customer On-going Customer Retention Referrals Phone Product use Satisfaction management Leads from PPC Newsletters On-site visits Newsletters Website E-mails Phone calls Customer check-in Search engines (SEO) Letters E-mails Customer satisfaction survey Marketing Social media Newsletters Customer events Social media Blog Welcome kit Social media Blog Social media Ongoing purchases
- 14. How to Gauge Where You Are ● Examine the areas to improve ● Prioritize them ● Look for most impact to customer loyalty ● Ask your customers ● Be prepared to change
- 15. Customer Survey’s Can Help ● Survey your customer to better understand touch-points ● Opportunity to improve the relationship ● Understand how to attract new customers ● Actionable data
- 16. Customer Survey’s Can Help 18 9 15 http://think.blytheco.com/blydeas/blydea-no-47-your-net- promoter-score-is-a-great-predictor-of-future-revenue/
- 17. Survey Tips ● Don’t use gaming ● NPS is cumulative ● Plan to respond ● Survey all contacts ● Fix detractors issues ● Figure out what is unique about promoters ● Always ask NPS question
- 18. Survey Tips ● Verify areas of improvement with your customers ● Rate how we are doing ● Where would you like it to be? ● What is the importance to loyalty? ● Scale of 0-10 ● Understand the gaps ● Why did you give us this score? ● What can we do to improve? ● Open box at end
- 19. Who are Your Top Customers?
- 20. 6 Box Model Tips ● Add layers for revenue by customer ● Look at promoters with high profitability ● Look at promoters that aren’t profitable and understand why ● Look at neutrals that have potential ● Focus on neutrals with low profitability
- 21. Unique Ways to Engage ● Customer testimonials ● Video’s ● White papers ● Understand needs ● Personal stories
- 22. Unique Ways to Engage ●Regular check points ●Triggers to reach out ●Online campaigns ●Build social engagement
- 23. Examples of Companies that Engage
- 24. Examples of Companies that Engage
- 25. Examples of Companies That Engage
- 26. Make Your Brand Human •Brainstorm with your teams •Get people to follow you •Engage with your customers •Share your ideas via Twitter using hastag #BlyDea
- 27. What Have You Learned? 1. How social media is helping 2. Why customer strategy is important 3. How to know where you are with your customers 4. Examples of others, with tips to follow
- 28. Customer Loyalty Strategy ● Don’t know where to start? ● We can help www.blytheco.com/BAM
- 29. ● Thank you for joining me ahanson@blytheco.com @AprylHanson @blythecoLLC 949-583-9500 X 1180
Editor's Notes
- Why is social media helping companies engage with their customers?Social media is helping us connect with more people that we have been able to before – in a more intimate way.
- The challenge is - - - Customers today aren’t just measuring us against our competitors. In fact, we are measured against great customer experiences everyday – not just those that are in our industry or our direct competitors but those company’s out there that are consistently delivering a customer experience that is a WOW factor. This is what consumers have come to expect, regardless if you are a BtoB (business to business) company or a BtoC (business to consumer). We believe that everyone is in the position of selling BtoP (business to people) and we should treat our consumers as individuals in the process not as a mass “type” of customer.
- This means that consumer’s expectations are that you understand them more on a personal level and because of that offer them only the products and services that they are individually interested in. This is an evolution that is happening in real-time for marketers as we have to switch from mass communication to individualized communication. It is the transition from outbound communication to inbound communication – and if you haven’t made that switch, you are quickly falling behind.
- Consumers no longer want to be found, they want to find you when the time is right and they are ready. This means that you have to be exceptional at organizing your expertise and displaying it in a way that can be easily found.
- What will set your organization apart from others in a sea of information? The only way, is to be transformational and thought provoking in the information you provide as well as making the experience as personalized as can be. This is where social media kicks in. It is our way of making that personal connection and handshake without being everywhere, all the time.
- Customer engagement is more than documenting what your customers are saying about you. Is about examining the processes and procedures you have at an organizational level and understanding how each of those touch points impact your relationship with customers. Social media is one of the only touch-points that fits in each category of customer engagement and should be used as a tool to gauge how well you are doing in that process. Think of social media as a way to have a more personal conversation to engage a customer. Every area you improve in customer loyalty is a direct improvement to your bottom line. This has been documented in a strategic way to go about looking at your customer engagement through the use of touch-point analysis, customer surveys and customer modeling. We will briefly go through each of these areas so that you understand how it can contribute to your bottom line.
- A touch-point process is reversing your thought processes and seeing your business through the eyes of the customer. You’ll be looking at major touch-points and how smaller touch-points can either make or break a relationship with a customer. Here is an example of a customer touch point process. It is great to brainstorm with your internal teams on this, but if you really want input ask a few customers what they think your major touch-points are to make sure you are on the right track.In this example, touch-point examination, you’ll see that the major points are across the top and the smaller touch-points are listed under each major touch-point. You can use this as an example to create your own touch-point analysis. This is a great exercise to do at a staff retreat. You can dive down into each of the experiences and write about what the customer experiences in each one of these stages. Is it a positive or negative experience that you are creating? By going through this process you will be able to pinpoint important areas to improve your customer’s experience. Since you have learned how to set effective goals, you will now want to go through the process of setting goals for the major areas you want to improve.
- You may have several areas that you want to improve, but you can’t do them all at once. You will want to prioritize each of them so you know what to start on first and what will create the most impact on the customers’ experience. If you aren’t sure which item will most improve customer experience, don’t be afraid to ask your customers. If you spend the time to ask your customers, be prepared to make changes. If you don’t make changes, it could cause a negative impact because you solicited their feedback and did nothing.
- Now that you have completed the touch-point analysis, you will have the option to start surveying your customers about their experience with you. Why would you want to do a customer survey? First of all, this can give you an insight into how your customers are really feeling about you. This will give you the opportunity to improve your relationship with existing customers as well as attract new customers.
- Secondly, there is a methodology that has been developed by Fred Reichheld and Bain and Company and documented in the book, The Ultimate Question. The question that can be asked on your survey is “Would you recommend OUR COMPANY to a friend or a colleague?” The response to this question, when put in an eleven point scale (0-10), will allow you to not only determine a promoter status amongst your customers, but also how profitable your business will be in the future. When Fred Reichheld and Bain and Company joined forces with Satmetrix, they found a way to take this eleven point scale and determine future profitability. This is a scale to show you how it works:Let’s assume you had 18 people who responded and were “Promoters” (9 or 10) of your business, and 9 people that were considered “Neutral” (7 or 8) and you had 15 that responded as “Detractors” (0-6). To determine your “Net Promoter” score and your potential for future profitability, you would take the % of responses from the “Promoters” and subtract them from the “Detractors” and this would give you your “Net Promoter” score. So in this case the 18 “Promoters” represented 43% of the responses and the “Detractors” represented 36% of the responses. This would give the company a “Net Promoter” score of +7%. This would mean that the company has a positive score, but could use some improvement in particular areas. So how would you determine what areas would need most improvement?You can also have a negative “Net Promoter” score. What Fred Reichheld says about companies with a negative “Net Promoter” score is that they are slowly going out of business. Don’t be alarmed! Now that you know, you can work to get things back on course quickly.
- Don’t use gaming. What is gaming? Gaming is what car dealerships do when they say, “If there is any reason why you won’t give me all 5’s on this survey, tell me now so I can fix it”. When you game, you adjust your score up higher than it actually is and you cannot use that measurement to link to profitability. If you use gaming, you may think you are doing better than you actually are. Don’t force higher scores for the sake of higher scores!Net Promoter Scores are cumulative. What does that mean? By cumulative, it means that if you decide to fire your Detractors, it doesn’t instantly improve your score. When you think about the information that is out there about your company, does it make a difference if the customer talking about you is a current customer, or if they have stopped doing business with you? It doesn’t in fact. Fired customers will most likely talk bad about you and they will continue to be Net Detractors. So how do you ever improve your score? If you focus on getting more Promoters which will automatically reduce the percentage of Detractors in comparison to the overall score – this will drive your score up.Make a plan to respond to those who have taken the time to give you feedback. Tell them what you are doing with their feedback. This instantly starts to drive your score up (for when you survey them next time).Survey all contacts. You do this because bad and good press comes from everyone that has had interaction with your company. You may find that you work better with certain positions over others in an organization. This learning could help you pay more attention to how you work with certain individuals differently. You need to have raving fans on all levels to increase your promoter score.Contact your Detractors especially if you can fix their issue. Most detractors are just giving you an opportunity to fix their issue. Be glad that they told you.Figure out what is unique about your Promoters.Remember that new customers or leads are either a potential Promoter or potential Detractor. If you know they are going to be a future Detractor, don’t sell to them. They will just suck your energy and time and make your business less profitable.Always ask the follow-up question to the Net Promoter question, “Can you describe why you ranked us the way you did?”, so you know what experience caused them to rank you either negatively or positively.
- Other Survey QuestionsBesides the “Net Promoter” question, you may want to ask other questions about areas of your business you are looking to change or improve. In order to select which questions would be best you will want to look at your touch-point analysis that you completed. If you are looking for verification that you are working well in certain areas, or if there are areas you want to work on to improve, you will want to ask questions about those. If you want to work on particular areas, you must verify if it will help you improve your relationship with your customer. So there are actually two parts to every question. First part will be, “How important is XX to your loyalty with our company?” Second part will be, “Please rank how we are doing in this area?”This will give you a gap score between the two. Items that are ranked below a seven in terms of importance to loyalty will not be as important to work on as items ranked above a seven. You will want to look at the gap between importance to loyalty and how you are doing in that area, and work on making action plans for improving those areas. As mentioned with the Net Promoter question, it will also be important to add a third question, which is “Why did you give us this score?” or “What could we do to improve this score?”You want to limit your survey to just a few items, so you need to narrow your questions down to those things you are committed to change in your business. Don’t ask a question about a process or touch-point you have no intentions of changing.To close up the survey, you can just ask for any other written feedback. This way you will catch any areas that need immediate attention.
- Deciding who you have as “top customers”Once you have completed your first survey and you have your results, you will want to model your customer base to understand what types of customers you have. In the book, “The Ultimate Question”, Reichheld explains a six box model that will help you organize the responses to your survey in a way that will assist you in determining what types of customers you have and how to attract more customers like them.Reichheld’s Six Box Model (pg. 120, The Ultimate Question)By putting your customers into this model, you can begin to cluster groups of customers together and understand which characteristics may be keeping them in their box.
- 47% of companies surveyed are putting more $$'s into inbound marketing. - So if you aren't doing it your competition will be and as we learned above (earlier) those that begin to increase their content will rise faster and will be hard to reach. Don't let your competition out smart you by developing content faster and better than you.
- So while all of this background information has been very useful, how does it relate to social media, and how to you engage with your customers in unique ways to get real conversations started and to better understand where you are in the process? As mentioned earlier social media is one of the only touch-points that is spread across all of the categories of customer engagement. If you aren’t using social media through-out each stage in your touch-point analysis – you are quickly falling behind. When someone is looking at your products and services, but isn’t purchasing yet, a great way to connect with them and share helpful information is via social media. It is the handshake that should show a more personal side to your organization and help them understand what it is like to do business with you. This is a great time in the process to show:
- As someone moves beyond the buying process and into a customer relationship it will be critical for you to have check points set-up to regularly check in with them. This is where a CRM system is very helpful in the process so that you can have these triggers set-up to notify you when the time may be right to reach out. Running campaigns online, socially to engage your customers allows you to have constant feedback with your customer base. Contests, campaigns and sharing tools are just a few of the ways to engage.
- http://www.facebook.com/#!/farmfreshtoyouFarm Fresh to You is a great example of a company that is engaging with their customers. Farm Fresh to You is using its Facebook page for customers to share recipes but also to promote events that they are having on site to engage their population. Anytime there is an issue and someone posts it on their page, they respond quickly and take care of the issue publically so that everyone can see how they handle any customer concerns. This builds trust and rapport with their community.
- http://www.facebook.com/#!/USAAUSAA is an insurance company that serves many of those that have been in the forces. They have one of the highest ever recorded Net Promoter Scores around 88%. If you look at their Facebook page and the way they are engaging their public by asking great questions which give them more insight, yet also share insight, you can see how this is a great example of how to be engaging. Questions around preparing for a hurricane or human stories around our troops – they are making their brand seem very personal.
- http://www.facebook.com/#!/SouthwestIf you aren’t familiar with Southwest Airlines, you might want to check them out. They have created a cult-like culture among their employees and that infatuation is spreading to its customers. Their Net Promoter Score is said to be in the 80 percentile and they are also making their brand human. If you visit their Facebook page, which is an extension of all of their other social media, like blogging and tweeting – you will see give-a-ways like “Where would you take your dad if you had $1000.00 gift card from Southwest” or “Southwest tattoo’s on their employees”. For their 41st birthday they are asking people to bake a cake and post it on Pinterest and they will select a winner who will earn a free trip on them. One of the best ways to start engagement is by holding contests.
- These are just a few examples of how some companies are engaging with the public and making their brand a little more human. Brainstorm with your team on how to make a big splash socially and get people not only following you but engaging with you. We look forward to hearing your ideas at #blydea. When you share your business thoughts with us using this hashtag on twitter we will help promote your thoughts.