mkt380 showcase
TRANSCRIPT
I am a determined, detail-oriented person
who stays out of the spotlight but enjoys the
thrill and challenge of being behind the
scenes of something great.
Photography allows me this – and it is my
biggest passion.
In a nutshell.
[ENTER SOCIAL MEDIA]
Almost half of
online users (18-
34) expect a
response within 12
hours on social
media.
An immediate response is necessary.
The longer it takes to respond, the greater the problem becomes.
When responding to a complaint:
Don’t argue back.
Try to message that customer directly (and if
possible, privately).
If not, post your direct contact information.
Companies should be responsive to
positive posts and comments as well.
Customers want to see the HUMAN
side of your company.
Work to build a relationship.
ON A
LIGHTER
NOTE!
Create conversation.
Invite feedback.
Be REAL.
Interact.
Basically, treat it like a real relationship.
The days have come and gone when marketers
could just shout out information to customers….
and expect a response.
People are talking to each other, largely through social
media sites.
But now it’s easier for
them to communicate with
each other.
Companies should foster
these relationships by
building online
communities for like-
minded customers to
interact with the
company and each
other.
• Engaging consumers in dialogue
• Offering valuable content
• Sharing content other than their own
• Giving consumers influential power
THEY
CAN
ACCOMPLISH
THIS
BY:
With so many
customer-to-customer
conversations
happening online,
companies have the
opportunity to
listen in.
• Address customer complaints
• Find unfulfilled needs
• Create better products
• Understand their customers
By listening
in, companies
can:
• Use social media analyzer that alerts
you when your brand is mentioned
• Allows you to listen to
unbiased, spontaneous
conversations about your brand (or
company/CEO)
• Gives you more insight into
consumers mind
SOCIAL MEDIA MONITORING
Strength(likelihood your brand is being discussed)
Sentiment(ratio of positive to negative comments)
Passion (measure of likelihood that those talking about your brand will do so
repeatedly)
Reach (measure of range of influence)
Just like in with regular research
methods – must plan ahead before
diving in.
Set goals
Establish right questions
Decide appropriate avenue
DIRECT RESEARCH