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Using Social Media to Solve Common Business Problems
The document summarizes key points from a presentation about using social media for businesses. It discusses how social media helps small companies appear bigger and big companies become more personal. Specific problems social media can help address for businesses are also outlined, such as acquiring customers, increasing loyalty, and improving communications. The presentation then reviews effective social media platforms and provides tips on listening first before engaging with customers on social platforms. Location-based services and technologies like QR codes that enhance customer experiences are also mentioned.
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Using Social Media to Solve Common Business Problems
- 1. *** ABRIDGED VERSION*** John Moore john@BrandAutopsy.com
- 2. The following slideswere presented at the National Coffee Association Centennial Convention on Friday, March 18, 2011
- 3. SOCIAL MEDIA Helps SMALLcompanies look bigger. Helps BIG companies get smaller.
- 4. Small Looking Big “It makes you seem more approachable. For us, it’s a whole new level of hospitality.” Alexandra Moskovitz Marketing Manager Epicurean Management
- 6.
- 8. BUSINESS PROBLEM: Acquiring NewCustomers
- 10. BUSINESS PROBLEM: Making CustomersMore Loyal
- 13. “The key hereis that we are connecting directly with our loyal customers who will be driving our future growth.” Howard Schultz Starbucks CEO
- 14. 27% of consumerswould pay 15% or more to receive a superior customer experience. source | RightNow & Harris Interactive, “Customer Experience Report” (Oct. 2010)
- 15.
- 17. BUSINESS PROBLEM: Developing NewProducts
- 19. BUSINESS PROBLEM: Improving EmployeeEngagement
- 20. 55% of consumersrecommend a company because of its customer service. source | RightNow & Harris Interactive, “Customer Experience Report” (Oct. 2010)
- 21. BUSINESS PROBLEM: Improving EmployeeRecruitment Participating in Social Media communicates a company’s culture to not only customers, but also to current and future employees.
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- 24. SOURCE: Advertising Age& Ipsos Observer survey (Feb. 2011)
- 25. Social networks 19% 44% SOMEWHAT AND STRONGLY LIKE SOMEWHAT AND STRONGLY DISLIKE
- 26. Which online plaCorms do consumers want to receive communicaLon from companies: 41% 18% 7.0% 6.0% SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)
- 27. Which online plaCorms do consumers want to receive communicaLon from companies: 41% 18% 7.0% 6.0% 48% SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)
- 28. What do consumers want brands to offer them online: 65% Coupons 41% BeTer Customer Service 28% Games/Entertainment 22% Company News SOURCE: Advertising Age & Ipsos Observer survey (Feb. 2011)
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- 30. Trains customers to seekout the best deal
- 31. Leaves money on thetable from “loyal customers”
- 32. Encourages competitors to respond with couponing
- 33. Reduces the abilityof a business to make a profit
- 34. Impacts the abilityto provide the best service and the best products
- 59. Integrating offline advertising withonline promotion can create greater fan participation.
- 65.
- 66.
- 68. What’s happening? “Formarketers, it’s not Twitter that matters ... but Twitterers.” Augie Ray Sr. Analyst, Forrester Research
- 69. Twitterers are 3x more likely to be “Creators” of online content Forrester Report December, 2009 photo source | http://www.flickr.com/photos/netfalls/4522176870/sizes/m/in/photostream/
- 70. What to doon Twitter? LISTEN first. LEARN second.
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- 78. What to doon Twitter? LISTEN first. LEARN second. RESPOND third. FOLLOW fourth.
- 79. “We don't considerour Twitter account to be a customer-service channel. We like to think of it as an information booth to effectively process and redirect customers to the best resources available.” Marty St. George Sr. VP Marketing source | Advertising Age article (June 21, 2010) source | Keller Fay & Yahoo! study (June 2010)
- 86. 41% 18% 7.0% 6.0%
- 87. 41% 18% 7.0% 6.0% Location-Based Services
- 88. Technology Adoption Curve Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey Moore (1991)
- 89. Technology Adoption Curve Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey Moore (1991)
- 90. Technology Adoption Curve Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey Moore (1991)
- 91. Technology Adoption Curve Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey Moore (1991)
- 92. Location-Based Services SOURCE: http://www.flickr.com/photos/crearevalore/5198151166/
- 93. Location-Based Services An informaLon and entertainment service that is accessible with a smartphone through a mobile network. The service is able to idenLfy the geographic locaLon of the smartphone.
- 94.
- 95. 4% of the adult American populaLon have used a locaLon‐based service. SOURCE: Forrester Research (2010)
- 96. 38% of locaLon‐based service users are more likely to be asked for their opinion on brands by friends before making a purchase. SOURCE: Forrester Research (2010)
- 97. Location-Based Service Users SOURCE: Forrester Research (2010)
- 99. Check-In Specials Themost basic check-in reward
- 100. Friend Specials Check-in with Friends and get a special deal
- 101. Flash Specials First10 people to check-in at a certain time get a special deal
- 102. Swarm Specials Specials are unlocked when a group of people check-in
- 103. Newbie Specials First-timers receive a special discount
- 104. Mayor Specials The personwho checks-in most gets a discount
- 105. Loyalty Specials Check-in multiple times and receive a special deal
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- 108. Technology Adoption Curve Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers Geoffrey Moore (1991)
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- 117. QR Codes Traceability |from Farm to Cup
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