how to create social media customer experience strategies that improve engagement

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A bit about us… The main functions of our team Social media analytics SCRM Community management Integrated planning Content creation

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A bit about us…

The main functions of our team

Social media analytics SCRMCommunity management Integrated planningContent creation

How to create social media customer experience strategies that improve engagement

Why is this important? Ways we can increase engagementWhat to do from today

Consumers have a

(very, very big)voice on social

It doesn’t matter where the experience

happens, you’ll hear about it online

Word can spread fast

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…

Why is this important?Ways we can increase engagementWhat to do from today

Listen Engage

Add valueLearn

Repeat

Framework for an effective strategy

Audience

Platform

InfluencersCompetitors

Trends

Listen Engage

Add valueLearn

Repeat

Social listening – insight led strategyListen

Engage Add value

Learn Repeat

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

Once clear on purpose, think toolsListen

Engage Add value

Learn Repeat

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

Entertainment, relevant for me today

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

What’s in it for me? Listen

Engage Add value

Learn Repeat

Surprise & delight – give something back

What’s in it for me? Listen Engage

Add valueLearn

Repeat

Surprise & delight – give something back

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

Why is this important?Ways we can increase engagementWhat to do from today

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

Questions?

Find me @LewisSteele (occasionally)