How to Use Social Media to Attract and Retain Customers
Download as PPTX, PDF1 like772 views
Katy Katz discusses the challenges of aligning social media goals with key performance indicators (KPIs) that truly measure customer satisfaction and happiness. She emphasizes the importance of customer success and suggests measuring metrics like Net Promoter Score (NPS) alongside user engagement to drive brand loyalty. Katz also highlights the need for businesses to understand their customers deeply to create meaningful social media interactions that foster long-term relationships.
![[Persona Name]
Demographics
▫ Age / Gender
▫ Salary / Background / Education
▫ Location / Family
▫ Job Title / Role Details
Goals & Challenges
▫ Values / Pain Points
▫ Key Metrics for Success
Social Media / Online Behavior
▫ Platforms
▫ Behaviors
▫ Favorite Resources
Marketing Message
▫ Keywords
▫ Elevator Pitch
44
@katykatztx](https://image.slidesharecdn.com/sossocialmediaforretention-171010213811/85/How-to-Use-Social-Media-to-Attract-and-Retain-Customers-44-320.jpg)
How to Use Social Media to Attract and Retain Customers
- 1. The Secret to Using Social Media to Attract and RETAIN Customers KATY KATZ
- 2. Hi, I’m Katy! Director of Account Strategy, Marketing Refresh 12+ years digital marketing experience Community board member ● Houston Interactive Marketing Association ● SearchHOU Connect with me: @katykatzTX
- 3. Is it possible to set a measurable goal for SUCCESS? @katykatztx
- 5. What social media goals do you focus on? Likes? Comments? Shares? Do those really measure success or customer satisfaction (happiness)? @katykatztx
- 6. KPI key performance indicator ‘a quantifiable measure used to evaluate the success of an organization employee, etc. in meeting objectives for performance.’ @katykatztx
- 7. “ The truth is, it’s hard to align your social media goals to your company’s KPI. @katykatztx
- 9. But which KPI measures HAPPINESS? @katykatztx
- 10. HAPPINESS The thing that gets you all those likes, comments, and shares; and keeps your customers coming back. @katykatztx
- 11. “ 60% of business are not able to track ROI from their social media activities. - http://bit.ly/mktg-stats @katykatztx
- 12. Maybe that doesn’t MATTER. @katykatztx
- 13. ON THE UTOPIA THAT SOCIAL MEDIA HAD THE POTENTIAL TO BE “Excitedly, brands could have a presence (a "page") where they could contribute meaningful updates (info-snacks) in order to be a part of the organic conversations people were already having by the tens of millions. Daily meaningful brand connections would be converted into brand familiarity, shifts in brand perception, feeding brand loyalty. #orgasmic” Avinash Kaushik @katykatztx
- 14. “ “Businesses of all types, including Google (SMB, Main), got on amazing platforms like Facebook (and Weibo, Instagram, Pinterest etc.) and started pimping. All that their collective imagination could manifest in a Utopia-possible environment was: LOOK ME I AM SO PRETTY!! BUY NOW!!!” AVINASH KAUSHIK @katykatztx
- 15. MARKETERS ARE BREAKING SOCIAL MEDIA @katykatztx
- 16. “ 52% The average decline publishers are seeing from social media traffic. - Social Flow, 2016 @katykatztx
- 17. “ 2% The average organic reach of a brand’s Facebook posts. - Facebook, 2016 @katykatztx
- 18. So how do you set a KPI for social media that you can measure other than revenue? @katykatztx
- 19. CUSTOMER SUCCESS When customers achieve their desired outcomes through interactions with your company. Lincoln Murphy @katykatztx
- 20. “ No customer success = No business success! @katykatztx
- 21. So what do we measure? @katykatztx
- 22. NET PROMOTER SCORE The willingness of customers to recommend a company’s products or services to another. @katykatztx
- 23. Example Goals: ▫ Publish XX customer success social posts per week ▫ Receive XX positive customer reviews per month ▫ Respond to all social comments or questions within XX minutes Social media customer success comes down to measures of utility, presence, and engagement. (Millennials see right through overt ads!) Example KPI: Increase social media customer success (NPS) by 50% in 6 months. @katykatztx
- 24. “ Just Some of the Tools You Can Use @katykatztx Just Be Sure to Measure!
- 25. “ Success on Instagram ... @katykatztx
- 26. “ Success on Instagram ... @katykatztx
- 27. “ Success on Facebook ... @katykatztx
- 28. “ Success on Twitter ... @katykatztx
- 29. “ Success is even possible during a hurricane ... @katykatztx
- 30. “ Success is even possible during a hurricane ... @katykatztx
- 31. “ But you have to read the situation. @katykatztx
- 32. “ Mistakes can make you appear disingenuous @katykatztx
- 33. “ When you think about your customers’ success, you will craft better social media posts. @katykatztx
- 35. “ You’ll also have more engaged customers and sell more. @katykatztx
- 36. “ @katykatztx
- 37. The percent of consumers who have had a good social media experience with a brand and are subsequently likely to recommend it to others. - Ambassador, 2017 71% @katykatztx
- 38. 6-8 The number of touches it takes to convert a prospect into a sale. - Salesforce @katykatztx
- 39. How much more expensive it is to attract a new customer instead of retain an existing one. - Hubspot 25% @katykatztx
- 40. A 5% increase in customer retention leads to a 25-95% increase in PROFITS. - Ian Kingwell @katykatztx
- 41. The secret to good great content. @katykatztx
- 43. A FICTIONAL REPRESENTATION OF YOUR TARGET CUSTOMER. Persona The picture you paint based on research and interviews with actual customers. A persona goes beyond basic demographics to include the intangible elements that make a person tick. Market research can tell you some essential information about the people who are most likely to purchase your products or services. @katykatztx
- 44. [Persona Name] Demographics ▫ Age / Gender ▫ Salary / Background / Education ▫ Location / Family ▫ Job Title / Role Details Goals & Challenges ▫ Values / Pain Points ▫ Key Metrics for Success Social Media / Online Behavior ▫ Platforms ▫ Behaviors ▫ Favorite Resources Marketing Message ▫ Keywords ▫ Elevator Pitch 44 @katykatztx
- 45. MAP OUT THE JOURNEY YOUR PERSONAS TAKE FROM PROSPECT TO CUSTOMER. Buyer’s Journey Awareness Consideration Decision Success Trigger Actions Goals Pain Points Keywords Message @katykatztx
- 46. When you understand your customer on a personal level, you can communicate. @katykatztx
- 47. Love, trust, and happiness make the world go round. @katykatztx
- 49. Only 1% of millennials said that a compelling advertisement would make them trust a brand more. - Forbes, 2015 @katykatztx
- 50. “ 62% Of millennials say that if a brand ENGAGES with them on social networks, they are more likely to become a loyal customer. - Forbes, 2015 @katykatztx
- 51. 2,460,000,000 Social Media Users Worldwide - Statista, 2017 @katykatztx
- 52. “ Let’s spread some happiness. @katykatztx