Social Media Best Practices
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Social media is a necessary component to the shifting digital landscape. Beyond listening, engagement, or shares, what we need is to understand is that social media is only as good as the road map we create for it. In my latest presentation I detail some important components of customer personas as they pertain to social activity, and what to do when it comes to planning, mapping, and measuring. For more information on what I do, visit: http://marianmendenhall.com
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Social Media Best Practices
- 1. SOCIAL MEDIA BEST PRACTICES LISTEN . ENGAGE . SHARE
- 2. Your customers are on social - For Work - For Leisure - With Friends - To Stay Connected
- 5. And guess what… People are talking. Talking about your business, your brand. Whether you like it or not.
- 6. So what does it all mean?
- 8. It’s time for businesses and brands to connect with consumers. To create meaningful interactions. To provide meaningful content. To ensure meaningful customer service.
- 9. It’s time for our focus to shift towards customer loyalty
- 13. Listen – your customers are out there …but WHO are they?
- 14. Personas Millennial Marissa Jet Setting Sheila Baby Boomer Brenda
- 15. Stats Age: 27-34 Income: 60-75k Location: New York (and other metro cities) Hair: Extensions Products: Professional Time in salon: Every 4-6 weeks (scheduled) Most used social network: Facebook Spending on Hair Services: 7-10k a yearJet Setting Shelia
- 16. Building personas are critical to the success of any business at any level. They help to identify key elements of customers. Their personalities, purchasing cycle, and challenge businesses to make the customer experience better. Keeping you in the know, keeping them happy….
- 17. Creating your next survey - Think about your business goals - Bucket business goals ( customer service, marketing, sales, etc.) - Get your team on board! Ask for participation. - If your having challenges, don’t hesitate to ask for feedback from customers - There will always be a need to create another survey ( persona building, list building, loyalty building) - Once survey is developed, have customers fill out in person, share through email, share on social. - You CAN and SHOULD incentivize responses. Resources for creating surveys: www.SurveyMonkey.com
- 18. Once you’ve laid a frame work for personas, then….
- 19. Engage The art of communication and activation
- 20. Ask Questions Incentivize Customer Support Educate Provide Relevant Content ACTIVATE
- 21. Different channels, mean different forms of communication And because there are so many, learn more about your customers before you decide which to use….
- 22. Tweetup Contributors Promo Deals - Enabled users to ask questions - Contributors provide education -Promos provide incentivization
- 23. Things to keep in mind when engaging - Business goals should help to determine what is published - Customer personas should help to determine where content is published and dictates the voice of messaging. - Collaborate with your team for what to publish ( videos, how-tos, tutorials, candid videos or photos, educational pieces, deals) - Resources for publishing: www.istock.com and www.picmonkey.com
- 24. Share The art and science of navigating the digital ecosystem
- 26. “A strategy is only as good as it’s roadmap. If there’s no roadmap, there’s nothing. Make sure there’s a roadmap.” – anonymous
- 27. Content planning will be dependent on business goals and personas. Quarterly and seasonally goals may help to determine what your map will look like.
- 28. Rules for scheduling - Pick designated times to post - Pick designated times to respond - Pick designated times to re-share content
- 29. Scheduling, Responding, Automation, Measuring Can be managed with tools like Hootsuite
- 30. Take the time to learn who your customers are. This knowledge will give you power that will enable you to better understand your customers needs and how to make their experience better through social. Only then will social media give you a comparative advantage. In Summary
- 31. Thank you! Marian Mendenhall Social Media Analyst McBride Research Labs mmendenhall@mcbrideresearchlabs. com