how to create social media customer experience strategies that improve engagement
TRANSCRIPT
A bit about us…
The main functions of our team
Social media analytics SCRMCommunity management Integrated planningContent creation
WOM recommendations primary factor behind 30-50% of purchasing
behaviour (McKinsey)30-50%
90%
90% of internet users consider consumer recommendations to be the most credible form of advertising (Zuberance)
Increase awarenessMaximise opportunities Mitigate risks / protect brandAcquire new customersRetain them & increase CLV
Level of importance depends on your business and its goals,but generally, an effective strategy can help to…
Social listening – influencers Listen
Engage Add value
Learn Repeat
Identify influencers – via reach, resonance, relevance View network Conversation themes – inform content strategy Analytics / ROI
Social listening – influencers Listen
Engage Add value
Learn Repeat
Identify influencers – via reach, resonance, relevance View network Conversation themes – inform content strategy Analytics / ROI
A few last comments on listening
FacebookContext Weight Sentiment
Listen Engage
Add valueLearn
Repeat
Listening into action
Consumer expectations have changed
1. React, quickly 2. Be consistent, but not repetitive3. Be proactive 4. Ask questions, drive conversation 5. Be real 6. Go above & beyond
Listen Engage
Add valueLearn
Repeat
What’s in it for me?
Attention from a brand is valued.
Think about what value your content & connections strategy delivers. Entertain, inform, help, educate, excite, inspire, comfort, distract, support, assist, recognise…
And information from peers is trusted even more.
Listen Engage
Add valueLearn
Repeat
What’s in it for me? Listen
Engage Add value
Learn Repeat
Banter, connection with a brand I love
54%Favourited
40%Retweeted
What’s in it for me? Listen
Engage Add value
Learn Repeat
Personalisation – an experience unique to me
How do we improve?
• Benchmark – against yourself, against your competitors, against those doing the best
• Test & learn • Track progress • Run A/B tests
Listen Engage
Add valueLearn
Repeat
Listen Engage
Add valueLearn
Repeat
Putting it into action
• Do a social media audit – of your brand and your competitors
• Set social media objectives that link to wider business goals
• Create or review your game plan – ensure you have great customer service + relevant content
• Test & learn