Leading a talent acquisition turnaround | Talent Connect Anaheim
Customer Acquisition in the Digital Age: Using Social Media to Connect and Convert
-
Upload
erica-nardello -
Category
Business
-
view
316 -
download
0
Transcript of Customer Acquisition in the Digital Age: Using Social Media to Connect and Convert
USING SOCIAL MEDIA TO
CONNECT AND CONVERT
CUSTOMERS
Customer Acquisition in the Digital Age
Erica Nardello, Social Media Supervisor at LevLane
Facebook followers are…
80% more likely to be brand users
than non-followersSyncapse “The Value of a Facebook Fan 2013: Revisiting
Consumer Brand Currency in Social Media”
And Twitter followers are…
64%more likely to buy products from
brands they followErin Richards-Kunkel, Yahoo! Small Business
So what do you need to know?
© Mikael Wiman
FIVE THINGS ENTREPRENEURS
NEED TO KNOW ABOUT SOCIAL
THIS ISN’T HIGHLANDERthere is not only one
In 2014, 52% of internet users were
using two or more of the five major social
networks – up from 42% in 2013.Pew Research “Social Media Update 2014”
The right platform & content mix
matters
The right platform & content mix
matters
FOLLOW THE CONVERSATIONthen join it
Online conversations are everywhere
And sometimes they’re in the
places you least expect…
In 2014, we discovered that our
Massage Envy Spa clients were
missing nearly 40% of online
reviews because they weren’t
monitoring the platforms their
customers were actually using
to share their feedback
Promoted Tweets using Twitter Cards during the Parks and Recreation
season finale helped to spur viewers to get involved with the real
National Parks Conservation Association
THINK PLATFORM FIRSTthen strategy and execution
Ben & Jerry’s found a way to put Twitter users’ unused characters to
use in promoting a cause close to their hearts on World Fair Trade Day
Jinxed promotes local vintage finds and boosts sales with exclusive
call-to-buy calls-to-action at three area locations on Instagram
Instagram:
Jinxed
Philadelphia
PURCHASES ARE
OVERRATEDadvocacy is where it’s at
Invite customers to tell their own stories
Rothman Ambassadors
shared personal triumphs in
hopes of touching someone
whose fear outweighs their
pain… and inspired more
than 100 other patients to
share their own stories.
ANALYTICS ARE YOUR
FRIENDyour “gut feeling” probably isn’t
Your social audience doesn’t fit the
mold
Our Massage Envy Spa
clients said that their
customer base is:
• Mostly white
• 50% female, 50% male
• Ages 35-54
We challenged that and
found that their social
customers are:
• Mostly African-American
• 76% female, 23% male
• Ages 25-54
(but mostly 25-34)
Knowing is half the battle, so let’s
recap:• There isn’t just one platform or content type that works
• Follow the conversation before you join
• Strategize for each social platform
• Aim for advocacy, not one-time buyers
• Use analytics to continually optimize and improve
Thank you!
If you’ve got questions,
let me know on Twitter.
I’m @ericanardello.