marketing how$brands$can$leverage$social$media$to$build ... · assigned key players, action plan...

@AnaLuciaNovak AnaSocialMarke3ng www.Socialana.com

Marketing How Brands Can Leverage Social Media to Build Loyalty and Trust

Build loyalty through an ac:vely engaged social community Attract | Engage | Retain

Presented by Ana Lucia Novak


About Ana Lucia Novak

An Introduc3on to me First Generation American and a Farm girl

ü Portuguese was my first language (sometimes I talk funny) ü First Job was keeping my home and brothers organized

20 years in High Tech Industry ü Oracle, SAP and Palm Computing:

Ø Sales and Marketing New Hire Sales Training and Events (Conference, Trade Shows)

ü Direct Marketing at Adobe Systems ü Investor Relations and Corporate Communication at EA ü Operations/HR/Recruiting at Topix and other Startup’s

2008 – Present ü Social Media Strategist/Trainer/Services ü My presentations are typically “training slides”

Ana Lucia Novak© www.socialana.com


About Us


About Us:- Marketing Support Solution We support businesses with custom online marketing consulting strategy and services: Branding, WordPress design and setup, social media strategies, setup and training, content marketing strategies and distribution


My Experience



Agenda



How are Brands/People Leveraging Social Media to Build Trust and Loyalty The Ques:ons to Ask Yourself: How Can I Get people to know-‐like and trust ME? Social media is an extension of you, your voice, persona, Leverage tech to build community trust & collabora3on Offer Value, Informa3on & Entertainment

Customer Lifecycle


Refer

Know

Like

Try

Repeat

Trust

Buy


Everyone is on social media Using mobile to conduct searches/read reviews/purchasing on social media (not just via Google results)

Using the plaGorms for different purposes Used as a tool to nurture and promo3ng your brand

But when it comes to building loyalty and trust – it helps to ü  Understand how to best leverage each channel ü  Take advantage of video, image marke3ng, promos and contests ü  Being pa3ent with the process (of building community who know, like

and trust you = loyal fans who will refer you)

According to Loyalty 360, 138.8 million people use their

mobile phones to go on Facebook.




Social Media Channels are Extensions of You/Your Brand

Branded Presence: Ensure that your online presence is consistent across all channels (so no one is confused)

Content is relevant per channel, per audience segment Mixed up (Video, Images, Polls, Ques3ons, Calls to Ac3on, Promo3ons, Contests)

Sen3ment – do people sense you care, are you approachable? Timely – are you responding to comments, ques3ons, complaints


Social Networks are the

place to be

Driving promotions -  Invite customers into a

community of like-minded others

-  Share their enthusiasm and experiences –and in the process, celebrate you brand.



Case Studies American

Express Bank on Facebook

JP Morgan Chase on Facebook

How Athleta Won Me Over

Up Next…



Case Study 1 American Express Bank on Facebook


In a social analytics case study of the American Express® LinkLikeLove campaign on Facebook, Beyond the Arc illustrated the bank’s excellent example of how collective engagement in social media could successfully

drive sales and customer acquisition.

The campaign encouraged consumers to “like” various promotions, which helped target their preferences for increased relevance going forward.

When both customers and their “friends” network chose to “like” Amex promotions, it spread awareness and drove new business.

to encourage customers to demonstrate brand loyalty, the bank has often posted provocative fill-in-the-blanks such as “This weekend I’m taking my Amex card to ______ with ______.”

As socially active customers often love to talk about themselves online, this clever tactic invites them to share experiences that make it seem “fun” to be an American Express customer.

Source: hcp://beyondthearc.com/blog/2013/customer-‐experience/leveraging-‐social-‐media-‐to-‐turn-‐loyal-‐customers-‐into-‐brand-‐influencers#sthash.013ZEXLW.dpuf


Case Study 2 JP Morgan Chase on Facebook


Chase Corporate Challenge case study highlighted how the bank used their sponsorship of an annual 5K foot race in cities worldwide to promote brand awareness on Facebook.

With the bank’s frequent social media posts amping up excitement as race days grew nearer, participating runners (both customers and non-customers) enjoyed engaging in the online community. While their connection may have been more to the event than the bank, people expressed appreciation for Chase’s sponsorship.

Proceeds from race registration and winnings are given to local charities; this social media promotion has increased the bank’s image as a socially responsible company, which has helped strengthen perceptions about the brand to encourage new business.

Source: hcp://beyondthearc.com/blog/2013/customer-‐experience/leveraging-‐social-‐media-‐to-‐turn-‐loyal-‐customers-‐into-‐brand-‐influencers#sthash.013ZEXLW.dpuf


Case Study 3 How Athleta Won Me Over


Email Marketing Campaigns: Trust / Loyalty - Earn my Trust= Built my loyalty

Platform :Email Marketing Timely/Relevant - Each week the email displays – Styles yoga, hiking, hanging out - inspirational - who i am and want to be - Once a month discount / sale

Personal - feel like a special friend / caring -Visual -SF Bay Area

Excellent Customer Service - helped me connect with East Coast Store to find a jacket and ship to Utah - free shipping - one - two day shipping if order is placed before 3pm EST - Consistently helpful and courteous


Defining Loyalty Program

“A customer loyalty program is a structured and long-term marketing effort which provides incentives to repeat customers who demonstrate loyal buying behavior. Successful programs are designed to motivate customers in a business's target market to return often, make frequent purchases, and shun competitors. In retailing, these programs generally reward loyal customers with discounts, special offers, rebates, points, or prizes.”

Ø  Each year the average company loses 10-15% of it’s customer base (Bain & Company)

Ø  84% of customers who leave do so because of

poor service (Forum Corp) Ø  A typical business only hears from 4% of its

dissatisfied customers – the other 96% leave, 91% for good. (Jim Barnes, Secrets of CRM)

Source: hcp://retailindustry.about.com/od/glossary/g/customerloyalty.htm



Loyalty Predic:ons 2016

“Personalization” is an of-the-moment buzz word because it works—and will continue to work in the future. Still, we recommend personalization only to

companies ready to take the time to mine the data required to get it right. Loyal customers are your most valuable audience. And you could risk driving them away

if you don’t engage loyal customers with a program that feels like it was created just for them.

Source: hcp://loyalty360.org/loyalty-‐today/ar3cle/what-‐will-‐loyalty-‐look-‐like-‐in-‐2016#sthash.3UHZT7Ax.dpuf




Four Basic Principles of Customer Reten:on Psychological / Experien3al

Understand your customer ü  analyze your customers’

demographics, buying behaviours, support needs

ü  analyze data from every planorm, ie. ecommerce store, email marke3ng,

ü  Segment your audience for personalized messages and posts

ü  Create a great experience with your company.

ü  Your brand is how your customers experience their interac3on with you

ü  Touch points from beginning to purchase

ü  Provide 3mely customer service

ü  Athleta example

Create A Great Experience

With Your Company

ü  Email marketing provides one-to-one connection with customers, personalize your messaging.

ü  create unique customer segments and create an offering based on the customer you’re emailing

ü  Motivate customers with discounts and promo codes

Encourage them to make repeat

purchases (incen3ves)

ü  Make it easy for them to share your offers via social media & write reviews

Turn them into referrals / fans


Before Beginning

Your Loyalty Strategies

ü Define your loyalty program objectives by goal setting: Ø Are you looking to increase engagement? Ø  Foster retention? Ø  Increase frequency?

ü  Extensive analysis of member behavior, social influence

and potential ambassador opportunities ü Develop a strategy and establish KPI’s that will help you

measure performance down the road


“ ”

Seven out of ten consumers are more likely to use a local business if it has information available on a social media site

(comScore Networks/TMP Direc3onal Marke3ng)



Opportunity to increase Know-‐Like-‐Trust & Influence

Incorporate Human Element to Your Marke:ng Consumers want to see the people that are behind the brand, associate the brand with a personality ü  Social Media Policy – train employees that are the face and voice to your company to convey care, warmth,

willingness to solve their issues and not to retaliate or retort ü  Real 3me Conversa3ons on Blab.im or Periscope

Ø  Host once per week Ø  Par3cipate with likeminded individuals

ü  Acend local networking events ü  Feature your team (in blogs, videos, Blab.im’s, etc.) that makes you look approachable ü  Respond quickly to comments, complaints, customer emails

Ø  Set up alerts using Talkwalker, social men3on to catch real 3me reviews, comments about you, staff, your company, brand, products

ü  Make it easy for people to find you (email, phone, social media, local search results

Best Prac:ces



Make Every

Moment Count


Final Words

PCP Method: Persistency, Consistency, Pa3ence… Key to long term trust


Social Media is inten:onal and purposeful and requires a :me commitment, Organized Systems & Tools

Upda3ng profiles for relevance to marke3ng campaign (i.e.banners,CTA)

Content crea3on / Content Cura3on

Scheduling/Daily monitoring and engagement

Weekly Maintenance

Reviewing/Analy3c Reports to tweak strategies and tac3cs


Final Words: PCP Method: Persistency|Consistency|Pa:ence

Key to Long Term Trust

Persistence: if you are persistent in sharing great informa3on, specials, and value, then over 3me (Pa3ence), rela3onships are forged, super fans (advocates) are created, and you begin to see all your efforts pay off such as people automa3cally sharing your content, word of mouth referrals, increased growth in your communi3es, and web traffic spikes.

Consistency: showing up daily develops an expecta3on from your audience that you are approachable and available




Thanks to mobile, micro-‐moments can happen any3me, anywhere. In those moments, consumers expect brands to address their needs with real-‐.me relevance. Here's a complete guide with strategies, insights, and customer examples for mastering micro-‐moments. hcps://www.thinkwithgoogle.com/research-‐studies/micromoments-‐guide-‐pdf-‐download.html

Aha Moments


Engagement Prac:ces

Be Authentic Transparent Kind Timely and Appropriate responses Thorough Training for Staff Members

Establish social media policies Best and worse case scenarios: proper response, assigned key players, action plan On-boarding and ongoing employee education/training Include Overview over company history, mission, values, and social media best practices and expectations online and offline behavior




Set up systems that allow you to manage and maintain online presence and catch real :me comments and reviews of your business

ü  Social media daily mmgt tools: Ideal Tools: Hootsuite, Social Made Simple, SproutSocial, Salesforce Social Studio

ü  Customer Service Social Media Tool-SparkCentral

ü  Social Mention tools: SocialMentions, TalkWalker

ü  Email Marketing Tools Aweber, Mailchimp; GetResponse Ø  Email B2B tools: Silverpop, Sendgrid, Pardo, Marketo

ü  Customer service tools FreshDesk, Zendesk

ü  Monitor weekly reports with Sumall, QuillEngage and Google Analytics


Social Media Day To Day


Twitter re-tweet, mention, share content, participate in Tweetchats, Blab.im’s.

Pinterest engagement: Acknowledging people who re-pin your Pins and follow other boards and re-pin their stuff

G+ - skim feeds or specific circles and acknowledge & comment; continue to grow a targeted circle so you can send specific relevant messages & engage

LinkedIn Groups: liking and commenting, publishing relevant article or posting questions to start conversations

Facebook page, checking for comments and acknowledging likes; set up contests, increase engagement

YouTube – subscribe to video channels, share videos across social channels, check in-box


Thank you!


Website – www.socialana.com Telephone – 650-771-0777 Email – [email protected]

Twitter - @AnaLuciaNovak Facebook - AnaSocialMarketing Linkedin - AnaLuciaNovak

marketing how$brands$can$leverage$social$media$to$build ... · assigned key players, action plan...

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