increasing customer loyalty with social media, 2 13
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Increasing Customer Loyalty with Social Media Jackie Reau, Game Day Communications
Introductions
Why are Customers Loyal to Your Business?
Why?
Why?
Why?
How does your business define loyalty?
Conduct an audit with 30 Customer Segments
Develop an action plan for each client.
Making a Personal Connection with Customers using Social Media.
Conduct a Client Relationship Audit
Results of a Client Relationship Audit
Results of a Client Relationship Audit
Results of a Client Relationship Audit
Don’t Forget about Internal Audiences.
Employees, Board Members, Vendors.
General Social Media Questions?
Who is Your Audience and What Do They Do with their Time?
“Marketing to the Facebook Generation” Media Consumption Study for a local college
ObjectiveTo complete a media consumption study for local college to better understand how high school students and their families use media to make college decisions. The study was conducted by Game Day Communications.
Initiatives•Benchmarking research among U.S. colleges and media consumption habits•One-on-one interviews with local high school students and parents as well as local high school guidance counselors •e-survey to prospective college students and current freshmen (400+)•Two focus groups with prospective students and their parents in separate groups
“Making Connections: A Consumer Research Study” Executive Summary
Four Focal Points of InterestTo lead group discussions and to ascertain consumer insights, both the focus groups and e-survey were focused on the following areas:
1.Consumer Profile: Lifestyle & Entertainment2.Motivation to Purchase Subscriptions/Single Tickets3.Customer Service, Pricing and the Overall Theatre Experience4.Media Consumption and Word of Mouth Marketing
Media Consumption and Word of Mouth Marketing
Single Ticket Purchaser Snapshot
•More than 60% of single ticket buyers see the (client) ad on TV while 58% learn of upcoming shows via e-mail.
•Radio stations with the most listenership: WARM 98, 700 WLW and Q102
•TV viewership is about even (in order): WCPO (82%), LOCAL 12 (80%), WLWT (78%) and FOX 19 (63%)
• Cable TV station viewership: ESPN, Food, ABC Family, HGTV, History with 62% subscribing to Time Warner Cable/Insight Cable.
•Fifty-seven (57%) do not receive the Cincinnati Enquirer at home and 33% never read the print version. Twenty-five (25%) do read the paper each day. Cincinnati.com is the most visited website among the group (44%).
•And 72% of the group is using Facebook regularly followed by Linkedin (23%).
Social Engaged Adults are More Likely to Attend Live Theatre
•A dynamic social media plan with contesting, content and share-sexy visuals may increase consumer engagement.•Source: Pew Center Research, 2011
Using Social Media to Engage and Create Loyalty.
Who will be the social voice for your company?
Facebook: Personal vs. Corporate Sharing/Branding
Facebook Insights
Corporate Branding: Halo Effect with Experts
Check-in Options offer Engagement Opportunities
Reports offer analytics and customer information.
Shareable, Resourceful Content
First Financial Notepad Challenge:
Three new opportunities your company can use social media to create loyalty among audiences
Social Media as a Customer Service Tool.
Encourage Twitter for Customer Service Interaction
Monitor Social Media Conversations for Customer Service Issues #Taxes
Change the vibe with social media.
Managing Social Media.
Management Tools: SproutSocial.com
Social Media Plan and Editorial Schedule
Google Alerts
Social Media and Interaction.
http://www.dailymotion.com/video/xvn32w_gamification-from-loyalty-programs-to-brand-engagement_news
Personalization of Content for Engagement
Social Couponing
Social Couponing
Questions?Jackie Reau
Game Day [email protected]
Twitter: @gamedayjreauLinkedin: @jackiereau
Facebook: @jackiereau
700 West Pete Rose WayCincinnati, Ohio 45203
(513) 929-4263