Online all the time slideshare version
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Online engagement with customers is critical for business success today. Businesses must create a strong online presence through various social media platforms and become an online destination for customers. Maximizing online presence requires an integrated social media strategy that engages customers at different levels - from simply watching content to producing their own content for the business. The key is to encourage customers to regularly interact through commenting, sharing, and curating content in order to build loyalty and commitment to the brand. For jewelry stores, effective use of platforms like Facebook, blogs, websites, LinkedIn, and email can help create maximum customer engagement online.
Online all the time slideshare version
- 1. Online All The Time: Choosing The Right Tools For Building Your Jewelry Store Reputation With Social Media February 16, 2013 Is All This Talk About Social Media Driving You Crazy? 1
- 2. A Static Website And A Rarely Used Facebook Page Won’t Help Your Business Grow in 2013 Traditional Marketing Methods Are No Longer Enough To Warrant Your Customers Attention 2
- 3. “Hugging Your Customer” Has Changed Dramatically in 2013 Maximizing Your Online Presence Is The Key To Success; It Requires An Integrated Strategy 3
- 4. Businesses Today Must Create A Strong Online Presence And Become A Customer Destination How You Create Online Engagement Is A Critical Factor To Your Brands’ Success 4
- 5. Engaging Customers With Your Brand Is A Progression Thru A New Social Strategy Altimeter Group Watching Is The First Stage of Engagement Customers Follow What Others Are Saying: Visit Social Networking Sites, Read Blogs, Watch Videos, Or Listen To Podcasts Consumers Are Seeking Social-Created Content To Help With Making Decisions, Learn From Peers, Or Entertainment 5
- 6. Sharing Will Continue To Build Customer Engagement • Users Update Status On Social Sites Or Twitter, Upload Photos, Videos, Articles, Etc. • Users Share The Information With Peers; Two Goals: • Support Others, And Demonstrate Knowledge • Use Of Sharing Tools Maximizes Engagement Potential Commenting Means Devoted Customers Now Want To Commit Their Time To Engaging With Your Brand • Customers Regularly Respond To Others’ Content • Comment On Blogs Or News Stories, Add Review Or Rate Products • Commenters Support Brands In Public – Come To Aid of Brands If Other Participants Speak Harshly • Commenters Actively Participate, Support, Or Contribute Ideas/Opinions 6
- 7. Producing Showcases Further Growth Of Customer Commitment To Your Brand Consumers Create And Publish Their Own Content on Company Websites, Blogs, Videos Or Podcasts They Want To Express Their Identity, Deliver Own Content, Be Heard Or Be Recognized Their Voice Matters On Behalf Of Your Brand Provide Public Recognition For Most Helpful Community Members Curating Content For Your Most Engaged Users Keeps Them Coming Back Curators Moderate Or Are Heavily Involved In Online Communities Including Wikipedia, Fan Pages And Discussion Boards Curators Are Invested In The Success Of A Product Or Brand And Want To Be Recognized Curators Are Protective Of Brand Value (Think Of Themselves As Surrogate Owners Of Business) 7
- 8. What Tools Should Your Jewelry Store Use To Create Maximum Engagement? Engaging Customers With An Effective Facebook Fan Page 8
- 9. Engaging Customers With An Effective Facebook Fan Page Comment: Watch: • Enable All Comment Filters • Create A Fan Page With • Encourage Fans To Regularly Numerous Activities For Engage By Commenting Your Customers To Follow • Create New Content EVERY Produce: DAY To Insure They Return • Publish Blogs, Videos, etc. And Link On A Regular Basis To Facebook Page • Ask Customers To Produce For You Share: • Create Opportunities For Followers To Share Curate: Information, Links, Photos to • Give Public Credit To Highly Others Engaged Users and Content Curators • Showcase Curated Content Improving Facebook Engagement Keep Your Updates Short Research Shows That 100 Characters Or Fewer Seems To Be The Sweet Spot. Easy Cross-posting On Twitter Add Photos/Videos Posts That Include A Picture Or Video Generate 120% And 100% More Engagement Don’t Use URL Shorteners Engagement Rates Were 3X Higher For Facebook Posts That Use A Full-length URL Post At Times Ideal For Your Fans Optimal Time To Post Is Between 1:00 Pm And 3:00 Pm • Links Posted Between 1 And 4 Pm Get The Highest Click-through Rates ( Wednesday At 3:00 Pm Being The Best Time To Post All Week) • Engagement Rates Are 18% Higher On Thursday And Friday • If Your Goal Is Likes Saturday And Sunday Posts Get The Most Likes Buddy Media 9
- 10. Creating Customer Loyalty With Your Company Blog Creating Customer Loyalty With Your Company Blog Watch: Comment: • Share News Relevant And • Enable All Blog Comment Filters Timely Articles About The SKI/Snow Industry • Encourage Commenting Often 0 • Review Books, Websites, Produce: Blogs • Invite Industry Experts To Guest Share: Write Posts For Your Blog • Post Other Bloggers’ Posts Curate: • Post Useful Blog Resources • Recognize Subject Matter • Report Live From Trade Experts Within User Community Shows And Industry Events • Ask Them To Create Blog Content 10
- 11. Wowing And Winning Customers With Your Company Website Wowing And Winning Customers With Your Company Website Watch: Comment: • Update SM Content On Your • Enable All Web Comment Website Regularly Features 0 • Include Produced And Curated Produce: Content On Your Website • Update Website With Newly Share: Produced Customer Content • Highlight Links To Your Social • Publish Articles and/or EBooks Media Sites On Your Website • Share SM Content Via Your Curate: Website • Link Curated Content On • Drive SM Traffic To Relevant Website Web Pages • Recognize Subject Matter Experts Within User Community 11
- 12. Linked In Has Powerful Networking Opportunities Linked In Has Powerful Networking Opportunities Comment: Watch: • Reply To Questions And On • Read Weekly Linked In Discussions In Targeted Business Updates For Changes In Community- Groups 0 • Link Appropriate Social Produce: Media Content Via Groups • Start Your Own Linked In Group To Share Expertise And Build Share: Community • Share Content From Industry Media To Establish Curate: Expert Status Within • Regularly Curate Content To Your Community Personal Page And Your Groups • Recognize Curators For Their Efforts 12
- 13. Encourage Email Customers To Transition To Social Media Via Attachments And Links Encourage Email Customers To Transition To Social Media Via Attachments And Links Watch: Comment: • Link Email Content to Social • Ask For/Encourage Media Sites Comments on Email Content • Regularly Remind Email • Drive To Social Media Customers About Social For Reply Media Activities Produce: Share: • Demo Videos And Publish Via Email, Blogs And Social • Create Opportunities For Media- Offer Sharing Tools Followers To Share On Posts Information, Links, Photos to Others Curate: • Offer Rewards For • Ask For Readers To Create Doing So Content – Run Contests 13
- 14. Ten Ways To Maximize Your Online Presence 1. Use The Online Marketing Programs We Discussed – Share Content EVERY DAY Including Your Company Blog, Facebook, Linked In, Twitter, Email Marketing 2. Get Listed In Google Places Google Searches Prioritizes Local Results. Enter Your Businesses Details In Google Places And Index Your Business And Provide These Details In Searches Improving Your Ranking And Providing Increased Traffic To Your Website 3. Start Following ‘Twitter’ Trend In Recent Time, Businesses Have Taken To Twitter As A Means Of Driving Traffic To Websites And Blogs. Add Links To Photos, Websites, Products, Offers Etc. To Drive Traffic From Your Twitter Site Creative Business Consulting Group www.cbc-group.net Ten Ways To Maximize Your Online Presence 4. Maximize Your Reviews And Make Them Visible Peer Reviews And Referrals From Friends Has A Much Greater Effect On The Purchasing Decision Than Anything Else Obtain Testimonials, Case Studies And Third Party Reviews Which Will Help Customers With Their Buying Decisions. Use Organizations Like TripAdvisor And Yelp 5. Work On Improving Customers Trust Include Details Of Corporate Or Personal Membership Of Trade Bodies Or Institutes As Well As Copies Of Certificates Of Achievements And Awards On Your Website. This Will Help Improve Trust Between The Company And Is Potential Customers. Creative Business Consulting Group www.cbc-group.net 14
- 15. Ten Ways To Maximize Your Online Presence 6. Get Your Articles Published In Article Directories Develop Company Position As A Thought Leader And To Expose Your Brand To A Wider Audience Via Article Writing Articles Will Be Picked Up By Other Sites Or Bloggers And Published With By-line And Website Details. Google Indexes Articles Which Helps With SEO And Increased Traffic To Your Site 7. Have An Email Signature Email Signatures Are A Great Way To Promote Your Website, Blog Or Other On Line Presence. The Inclusion Of Hyperlinks To Your Website Makes It Easy For Potential Viewers To Connect. Creative Business Consulting Group www.cbc-group.net Ten Ways To Maximize Your Online Presence 8. Fill Out Title Tags Title Tags Are Embedded In The Coding For Each Page Of Your Site. Typically, People Don’t Search By Company Name. Using Keywords And Phrases In The Title Tags Will Help In Search Engine Rankings 9. Enter Your Meta Tag Description This Is The Part Of The Search Engine Listing That Appears Below The Main Title Use This Space To Describe The Main Benefits That You Offer Customers For Your Business Google Will Default To The First Line Of A Company Website If A Meta Tag Description Is Not Found Creative Business Consulting Group www.cbc-group.net 15
- 16. Ten Ways To Maximize Your Online Presence 10. Benefit From Google Tools Google Offer A Number Of FREE Tools To Help You Maximize Your Web Presence. Use Them. Google Analytics. Google Analytics Reports Help You To Understand How People Interact With Your Website, Where The Enter And Exit The Site, How Long They Stay, What Keywords Or Search Terms They Use, Etc. Use This Information To Improve Performance And Content Of Your Site Google Alerts Get Notified To Keep You Abreast Of What Is Happening In Your Industry, Any Breaking News And Information On Competition Google Maps Embedding Maps Into Your Website Will Help Customers Find Your Physical Presence; Ensures Better Rankings For Your Site. Creative Business Consulting Group www.cbc-group.net Creative Business Consulting Group www.cbc-group.net 16