Digiday Marketing Summit

1. FROM
FOLLOWERS
TO
LOYAL CUSTOMERS
CLEMENTINE BERLIOZ-ARTHAUD
Sr Social Media Manager, HelloFresh
@HelloFresh
HOW TO INCREASE BRAND LOYALTY WITH SOCIAL MEDIA

2. VILFREDO PARETO PARETO'S PEAS PARETO'S RULE

3. The probability of selling to a new customer is 5-20%
but the probability of selling to a prior customer is 60-70%.
The average attention span
has become lower than 7 seconds
Most brands admit it is
5 to 7 times more expensive
to sell to new customers than to existing ones.
27% of businesses say that
social media
has been their most effective channel for customer retention.
Sources: invesp & loyalty369

5. #1 BE EASY TO FIND

6. #1 BE EASY TO FIND
+ 73K %

7. #2 EDUCATE PEOPLE ABOUT YOUR BRAND

8. #3 EDUCATE PEOPLE ABOUT YOUR PRODUCT
How is your product improving people’s lives?
How do you make them happy?
What problem are you solving?

9. #3 EDUCATE PEOPLE ABOUT YOUR PRODUCT

10. #4 APPLY 80/20 RULE TO YOUR CONTENT
Engagement = brand support
80% Content = Safe choices
20% Content = Innovations
SAFE NEW

11. #5 SPEAK TO THE RIGHT PEOPLE
Prospects Customers

12. #6 REWARD ENGAGEMENT
39%
of Americans
have posted about
their brand experience
on social media
(55% of Millennials)
82%
say they consult
reviews when
buying something
for the first time.
People are
x2 as likely
to take advice
from a peer
on social media
than from a brand.
Source: Pew Research Center 2016

13. #6 REWARD ENGAGEMENT
#HelloFreshPics Contest Customer Regrams

14. #7 DELIVER SUPERB CUSTOMER SERVICE
12
positive experiences
make up for
1
issue.
70%
of people
expect a response
within the hour
People are more
likely to purchase
from a brand that is:
• Honest (86%)
• Helpful (78%)
• Friendly (83%)
Sources: Help Scout, Adweek, Sprout Social

15. #8 LISTEN TO YOUR COMMUNITY
Customers aren’t part of the problem
They are part of the solution

16. #9 LOVE DATA
Community Growth
Engagement Rate
Answer Time
Conversions
Lifetime Value
KEY METRICS

17. #10 TOOLS TO SAVE TONS OF TIME
SUPERMETRICS
FALCON SOCIAL
CHATFUEL
GOOGLE ANALYTICS
& TABLEAU
Automated Reports Facebook Messenger Bot
Scheduling, Listening, Engaging Traffic, Sales, LTV

18. CHEAT SHEET
#1 Be easy to find
#2 Educate about your brand
#3 Educate about your product
#4 Apply the 80/20 rule to content
#5 Speak to the right people
#6 Reward engagement
#7 Deliver superb customer service
#8 Listen to your community
#9 Keep calm and love data
#10 Use tools to save tons of time

19. SOCIAL MEDIA
HELPS BUILDING
A COMMUNITY
OF ADVOCATES