today its all about shoes, customer shoes
TRANSCRIPT
Today, it’s all about shoesThe APSS Speech, by Andrea Edwards
@AndreaTEdwards /CommunicatingAsiaPacific/AndreaEdwardsAsia
@AndreaTEdwards
Social media and content marketing is…
All About Putting Yourself in the Shoes of Your customer
@AndreaTEdwards
Let’s put ourselves in the shoes of a CEOThey want to…• Be recognized as a great leader, leave a legacy • Build a digital business, stay ahead with IT• Protect brand reputation• Employee satisfaction, recruitment & safety • Deliver customer delight• Ensure shareholder value• Cost control & profitability• Build a strong leadership team• Ensure they are prepared in case of an economic crisis • Growth into emerging markets• Environmental concerns • OR if there’s a crisis possibility - the 20 second PR plan
Just a few examples, there are many more
@AndreaTEdwards
So who is your customer?
@AndreaTEdwards
What do they care about?
@AndreaTEdwards
Now define your voice in relation to your customer
@AndreaTEdwards
Share stories relevant to your customer
Create and curate these stories
@AndreaTEdwards
Curate content supporting your customer story
@AndreaTEdwards
Best way to track? LinkedIn company pages
@AndreaTEdwards
80 / 20 ruleOther content Vs your own
80 / 20 ruleSharing value Vs selling
@AndreaTEdwards
@AndreaTEdwards
Some take-aways• Put yourself in your customers shoes always• Flip from marketing mindset to content marketing• Define your story in relation to customer pain points• Select your social channels based on where
customers are• Spend $ - pay to play today• Focus on building a community• Reduce sales/self promotion to a minimum • Support and celebrate your community• Be patient• Be authentic
@AndreaTEdwards
@AndreaTEdwards
See you on social media
Communicating Asia Pacificandreatedwards.com
AndreaEdwardsAsia@AndreaTEdwards