Slides cover how to engage with customers online looking at how social media as a channel allows businesses to talk to customers in a more personalised way.
Looks at current examples of businesses using social media to add value to their brand and customer experience online, the way social media is impacting the way we communicate to customers.
Also looks at the implications of social media for online PR.
25. Why do brands use social media?
•Engagement with consumers on a non-
marketing level
• Build a community
• Build brand awareness & loyalty
• Offer services and knowledge
• Customer feedback - measure, assess,
evaluate
26. ‣Establish ways to lead online
discussions about your key
topics
‣Involve customers by asking
for their feedback, advice and
ideas
27. “If you don’t like
what’s being said,
change the
conversation”
Don Draper - Mad Men
35. Qualitative
• Are we currently part of conversations about our product/
service/industry?
•How are we currently talked about compared to our
competitors?
•Build better relationships with key audiences?
• Participate in conversations where we hadn’t previously
had a voice?
• Move from a running monologue to a meaningful
dialogue with customers?
37. Google analytics
•Create a segmentation of social traffic
•Look at each site individually
•Compare increase in social visitors to
other online marketing campaigns e.g.
PPC
•Monitor site goals for social visitors
and their behaviour
45. The comparethemeerkat campaign
is a great example of customer
engagement which has seen the
site double the number of daily
visitors according to Google Trends
46. • 36,048 Twitter followers
• 705,766 Facebook fans
• 80% increase in quotes
• Cost per acquisition reduced by 73%
• comparethemarket.com traffic
increase of 100%
“Simples”
48. “Buildin g quality content
arketing ) is like
without (m
king Will iam Shak espeare
loc
rite for h imself”
in a room to w
xpert
Michael Gray, SEO e
wolf-howl.com
61. Social PR
1.Elevate the message
2.Inform not persuade
3.Write with balance
4.Include traditional and new media
5.Be informative
6.Provide resources
7.Use available social media to open-up dialogue
8.Listen
9.Converse
10.Learn
62. PR Newswire
Social media metrics:
http://www.prnewswire.com
Allows PR professionals to monitor,
analyse and measure the impact of
what is being said about an
organisation, brand or spokesperson