Trends, tactics and tips on how to use social media to gain and retain customers. Take a peek...

1. Social Media to Attract & Retain Customers
@erikharbison

2. @erikharbison
that’s
me!

3. Today
1. Situation & Context
2. Getting Started
3. Attracting Customers
4. Low Cost Tactics
5. Retention
6. Trends
7. Q & A

4. The Situation

5. “Social media replaces nothing,
but compliments everything”
- Neal Schaffer
Author, Consultant, Speaker

6. Context
67% of small businesses don’t have a
written social media plan.
* CMI/MarketingProfs

7. * GlobalWebIndex 2015
Internet users have
5.54 social media accounts

8. 46%
of B2B marketers say they’re not sure whether any
social channels have generated revenue for their
businesses.
* Business2Community 2016

9. The Opportunity
67%
No Plan
46%
Not Sure
Opportunity for Social Media success

10. Which Quadrant Are You?
Experience Executing Social Programs
Measured
Social Media
Success
LOW HIGH
HIGH
Some things are working! I’m killing it!
Social doesn’t work.HELP !!

11. 3-Piece Social Media Toolkit

12. Swiss Army Knife
1. Video equipment
2. HD Camera
3. Social Management & Monitoring
1

13. Email Database
1. Develop deeper relationships
2. Catalyst to drive social media scale
3. Most valuable owned asset
2

14. Valuable Piece of Content
1. Builds your database.
2. Establish yourself as a thought leader.
3. Builds trust with your target audience.
3

15. Getting Started

16. Messaging Spectrum
Empathy Emotion Attitude Behavior

17. Stages of your SM program
• Know Your Audience
• Research & Listen
• Document governance/policies
• Set Objectives, Goals, Strategies,
Tactics
• Develop Content
• Master One Social Channel
• Organic Growth & Distribution
• Respond
• Integrate with other Marketing
• Make investments
• Scale
Most brands start here

18. Getting Started
Document your governance / policies.
socialmediagovernance.com/policies/

19. Getting Started
Set your social media objectives.
Get x% more appointments per month.
Generate x% more daily leads/enrollments.
Drive x% more weekly inbound calls.
Generate x% more monthly referrals.
Respond to customer comments in social within 24 hours.

20. Select Carefully
Videos
Private Groups
Commerce / Lead Gen
Photos/Images
Brand Awareness
Customer Support

21. Getting Started
Know your audience. Build a persona -
makemypersona.com
Who are they?
How do they consume social media?
Which network/vehicle makes sense to test?

22. Getting Started
Monitor your brand, competitors, market.
google.com/Alertstweetdeck.com

23. Attracting Customers

24. Attracting Customers
Using social to drive sales (services)
Promote your content.
Engage in conversations.
Drive to valuable content.
Collect email address.
Schedule appts / calls /
webinars.
Close sale.

25. Attracting Customers
Using social to drive sales (products)
Promote your social
channels.
Drive to demos, how-to’s,
community, videos,
contests.
Track purchases made via
social.
Provide great
support

26. Low Cost Tactics

27. Tight Budget
Add Subscribe Buttons to your Facebook & Twitter Accounts.

28. Tight Budget
Add URL to your Twitter Profile (bit.ly)
Link to Terms & Conditions
Link to your Content
Link to Contest

29. Tight Budget
High engagement -> Ask Questions
Inspiration -> Quotes
Increase visibility -> related #######
Leverage visual platforms.

30. Tight Budget
Educational Videos

31. Tight Budget
Drive Targeted Leads for $5 / day.

32. Tight Budget
Retarget Visitors to your site / blog
Visit site. Leave site.
See these ads in
Facebook feed.
Directed to order page.

33. Retention

34. Customer Support
Provide Demo’s and How-To’s
How-To Video How-To Content

35. Customer Support
Respond to negative
AND positive
comments
Responses from real people.

36. Customer Support
Surprise and Delight
Hand written letter. Target Influencers.
(170k followers)

37. Customer Support
REAL Surprise and Delight
Peter requested a Morton’s Steak before his
flight.
Morton’s met Peter after he landed with
a steak.

38. Customer Support
Private Community
Focus on top customers.
Share thought leadership.
Let customers help customers.

39. Trends

40. Live Video
70% of companies now say
video is the most effective
tool in their online marketing
belts. (FastCompany 2016)

41. Social Ads
By 2017, social media
ads may account for a
full 16% of all digital
ad spend globally.
(FastCompany 2016)

42. Influencers
84% of marketing
professionals worldwide
have plans to start
influencer marketing in
2016.
(Schlesinger Associates 2016)
AWeber & Amy Schmittauer

43. Influencers
• Use these tools…
• Search for relevant #, people, categories
• Follow those relevant @ handles
• Tag influencer about your content : “Hey @influencer, we just posted
our top 10 tips about xyz. Did we miss anything? bit.ly/yourlink”

44. Influencers
Think of it this way…
Dell Pyramid of Influence

45. Recap
Empathy Emotion Attitude Behavior1.
2. Complete your “Crawl” phase. (Governance, policies, objectives)
3. Understand your audience before launching that social account.
4. Master one social channel first.
5. Use social to delight and educate your customers.

46. Tool Resources
recitethis.com: Create quote boards for social posting
everypost.me: social posting and analytics
DesignMantic.com : Free templates for social profiles
Subjectline.com : grade your subject lines
Sigstr.com : Signature imaging
EmailOnAcid.com : Preview emails
Kickbox.io: email verification service
Delighted.com: NPS, one question surveys
canva.com: Create images social posting
Qualaroo.com: on site survey tool
ReferralSaasquatch.com: Referral program
platform
SumoMe.com: Sign up form platform
LeadPages.com: Landing page builder
SocialMention.com: Monitor social networks
hootsuite.com: Social media management
bufferapp.com: Social media management
later.com: Instragram schedule management
keyhole.co: Social Media competitive intelligence

47. Educational Resources
WordStream.com
AWeber.com/Today
KISSMetrics.com
QuickSprout.com
SocialMediaExaminer.com

48. Questions?
erikh@aweber.com

49. THANK YOU !
erikh@aweber.com
@erikharbison