Utilizing Social Media for Acquisition & Retention

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How can you use Community building and Social to earn and keep customers without paying a ton of money. My presentation at Searchlove Boston.

Utilizing Social Media for
Customer Acquisition & Retention

Jennifer Sable Lopez
Director of Community
@jennita

How To Earn Customers
via Social
Title of presentation
(without spending a shit ton of money)

Optimize Social Sharing

@jennita #SearchLove

Shareable URLs
#Win

@jennita #SearchLove

“Pay” with a Tweet/Share

@jennita #SearchLove

Connect G+ to Adwords

CTR #Win

@jennita #SearchLove

Facebook EdgeRank
181 Likes
45 Shares
11 comments
Not too
shabby!

@jennita #SearchLove

Try something new
271 Likes
91 Shares
13 comments
IMAGES
FTW!

@jennita #SearchLove

Pay For It $$$

Le sigh.

@jennita #SearchLove

KEEP ALL THE CUSTOMERS
Title of presentation

Use that info, to make it EASY

@jennita #SearchLove

Want them to contact you?

@jennita #SearchLove

Can they find you?

Phone, check.
Email, check.
Social, CHECK.

@jennita #SearchLove

Sometimes you gotta
take it off Social

@jennita #SearchLove

Save $$
No, Really.

@jennita #SearchLove

Customer Service

1st response
=
9 hours

@jennita #SearchLove

Social Media Manager
Can answer
tweets within
minutes

@jennita #SearchLove

Empower the Manager

@jennita #SearchLove

TEST All The THINGS
Title of presentation

Thank You!

Jennifer Sable Lopez
Director of Community
SEOmoz
@jennita

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Utilizing Social Media for Acquisition & Retention

1. Utilizing Social Media for Customer Acquisition & Retention Jennifer Sable Lopez Director of Community @jennita

2. Customer Acquisition = $$?

4. How To Earn Customers via Social Title of presentation (without spending a shit ton of money)

5. Optimize Social Sharing @jennita #SearchLove

6. Good, but basic.

7. In-App Sharing @jennita #SearchLove

9. Getting better!

10. Shareable URLs #Win @jennita #SearchLove

11.

12. Show some data @jennita #SearchLove

13. Now we’re on to something!

14. “Pay” with a Tweet/Share @jennita #SearchLove

15. “Pay” with a Tweet/Share @jennita #SearchLove

16. Social Proof @jennita #SearchLove

17. Connect G+ to Adwords CTR #Win @jennita #SearchLove

18. Facebook EdgeRank 181 Likes 45 Shares 11 comments Not too shabby! @jennita #SearchLove

19. Try something new 271 Likes 91 Shares 13 comments IMAGES FTW! @jennita #SearchLove

20. Pay For It $$$ Le sigh. @jennita #SearchLove

21. Uhm… Ask? @jennita #SearchLove

22. Uhm… Ask? @jennita #SearchLove

23. KEEP ALL THE CUSTOMERS Title of presentation

24. Community. ehem. @jennita #SearchLove

25. Social Sign In @jennita #SearchLove

26.

27. Super, Dumb, EASY @jennita #SearchLove

28. Social Sign In @jennita #SearchLove

29. Use that info, to make it EASY @jennita #SearchLove

30. Want them to contact you? @jennita #SearchLove

31. Can they find you? Phone, check. Email, check. Social, CHECK. @jennita #SearchLove

32. Sometimes you gotta take it off Social @jennita #SearchLove

33. Examples @jennita #SearchLove

34. Wow Them!

35. Save $$ No, Really. @jennita #SearchLove

36. Customer Service 1st response = 9 hours @jennita #SearchLove

37. Social Media Manager Can answer tweets within minutes @jennita #SearchLove

38. Empower the Manager @jennita #SearchLove

39. TEST All The THINGS Title of presentation

40.

41.

42. O RLY?

43.

44. Yours *will* be different.

45. Go forth… Acquire + Retain

46. Thank You! Jennifer Sable Lopez Director of Community SEOmoz @jennita

Notes de l'éditeur

At SEOmoz each touch with a customer costs $6 (should find out how they broke that down)What if you could cut that in half by answering questions even faster via Social Media?You can train your customers to use socialYou'll need a dedicated person
The first step to a good retention program via social is to make sure anyone managing that social channel is empowered to make decisions quicklyOr there must be a quick escalation pathExamples: This will ensure that questions get responded to quickly