mobilize! 24/7 social media & the growth of customer advocates by scotty greenburg

#SocialPro #22A3 @ScottyGreenburg

Scotty Greenburg, Tango Card

MOBILIZE!24/7 Social Media & The Growth Of Customer Advocates

#SocialPro #22A3 @ScottyGreenburg

Here’s the agenda for the next 20 minutes:

Customer Strategy Social Media Strategy Customer Advocates Automation Make it Human!

About the Session

#SocialPro #22A3 @ScottyGreenburg

We make rewards easy to send and awesome to receive.

eGift Cards, Digital Prepaid Cards, Donations

Delivery Technology Absolute dedication to customer service

About Tango Card

#SocialPro #22A3 @ScottyGreenburg

Customer Strategy

“We don’t think of Tango as a rewards vendor; we consider Tango our rewards partner.”

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Support: Customers Their customers 24/7 service – 9/5

hours

Customer Strategy

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While our technology runs 24/7…

We can’t actually be available 24/7 – but our brand can be present.

24/7 Service?

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Increase brand footprint while maintaining brand voice and presence.

Social Media Mission

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We are in the office 7-5 PST On call tech support + alerts FAQs, Best Practices and Auto-response Social Media Advocates

Presence

#SocialPro #22A3 @ScottyGreenburg

Create personality (brand voice)

Mobilize the customer’s voice (advocates)

Automate Maintain personality

What to do?

#SocialPro #22A3 @ScottyGreenburg

Sum of the people Use brand aspects

and company stories to create a persona

Know your audience Stick to it and evolve

Create Personality

#SocialPro #22A3 @ScottyGreenburg

Advocate Marketing:

Your customers are the most effective and engaging marketers you have.

Identify Advocates

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Organize them (We use Influitive)

Challenge them Incentivize them Recognize them Repeat

Mobilize Advocates

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#1 piece of feedback – more challenges!

Identify and Mobilize Advocates

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Advocates become comfortable with brand voice: Prompts to write Sharing Tango Card thoughts Their shares are our presence

Push Brand Presence with Advocates

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Automate where possible

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Challenges Scheduling Automated responsesBut remember…

Automate where possible

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There’s no reason to do any of this if there isn’t ultimately a person to talk to.

It’s people helping people

#SocialPro #22A3 @ScottyGreenburg

A genuine, helpful response goes the furthest – even if it’s not instantaneous.

Presence to Availability

#SocialPro #22A3 @ScottyGreenburg

The results… A wall of customer

praise Our customers don’t

leave They talk about us

all the time!

#SocialPro #22A3 @ScottyGreenburg

THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!