create a loyal following of customers
DESCRIPTION
Social Media is key to creating a loyal following of customers and a great way to engage with them regularlyTRANSCRIPT
Case Study:Create a Loyal Following of Customers
Objectives
• Increase the number of print magazine subscriptions
• Increase sales in the Ship’s Store• Increase the number of page views to the
website and magazine specifically
About the Client
• Latitudes & Attitudes Seafaring Magazine• Nationally known for sailing/cruising
magazine, seminars, reviews, parties, merchandise & advertising
• Located in Redondo, CA
About the Client
Social Media Analysis & Preparation
Challenges
• Multiple website domains on multiple servers• Needed to identify brand• Facebook & LinkedIn accounts that used their
name, but were not associated with company• Blog on community forum, with login access
Current Site
• Make sure website(s) were optimized with relevant meta data
• Worked with client to identify brand
• Redirect domains to land on one main site
• Add conversion funnels
Implementing Strategies
• Create personal page• Create business page• Contact owner of group
page to see if we could become admin
• Client populated as soon as the page was made public• Within the first day, had over 124 connections• We added branding, photos and links
Facebook Results
• Listening• Customer interaction• Professional interaction• Growth in number of website visits & subscriptions
Twitter Tactics
• Client had a small following on Twitter
• Created a branded page with custom background
• Populated page & continue to add
• Researched topics to add others
• Cross connected through Facebook & LinkedIn
• Continue to train client on Best Practices for Twitter
• Chosen because of the industry verticals– Higher income earners who would own a boat or
have an avid interest in sailing– Key distributors & manufacturers, advertisers, and
other businesses– Connect to groups of the same nature
LinkedIn Results
Current status:
• Connections increased to 129• Received 3 recommendations• Have joined existing group
Future plans:
• Creating a new group• Train client on participation in Questions & Answers• Populate with through current connections
Optimize YouTube Channel
Current Status:
• Work with TV Producer to optimize the videos with titles, descriptions & keywords• Re-direct branding• Implement channel customization• Populate through Facebook, Twitter & LinkedIn
Add a Custom Blog
Stepping It Up
• Installed a WordPress blog onto www.seafaring.com• Custom look & feel• Added custom widgets• Changed settings for optimization• Added All in One plugin to customize posts & add
analytics
YouTube
Creating a Channel on iTunes
• Collected .mp3 files• Created XML feed for website and optimized each feed with keyword-rich terms• Check for errors through feed validator• Make sure to add url to feedburner for better tracking of subscribers to the podcasts
