From Stalled Social Media to Engaged Customers

Six Steps to Turn a
Stalled Social Media
Campaign Into Your
Customer
Engagement Strategy
November 11, 2010

The Fastest Growing
Marketing Channel
The latest research from
Forrester cites social media
as the fastest growing
marketing channel,
expected to reach $3.1
billion by 2014.
2010 Customer Insight Group, Inc. All rights reserved.

Use Social Media to Achieve Your
Business Objectives
 A majority of marketing professionals now claim social
media is “invaluable” to their business…
 …yet, many are still failing to profit from social efforts.
Increase
Profits
Customer
Loyalty
Brand
Advocates
Realize
ROI

Gain Value from Your Social
Media Investments
Companies who have profited
from social media are
twice as likely to have a
FORMAL STRATEGY.
Make the shift from just having a “social presence” to supporting
actual business objectives and engaging customers.
Companies have
GAINED REAL VALUE
from significant strategic
efforts.
Companies who have
gained value from just
“experimenting.”
52%
13%

You Can Reap Measurable
Benefits from Social Media
CUSTOMER ENGAGEMENT
BRAND AWARENESS
BRAND ADVOCACY
LEAD GENERATION
INCREASED SALES
INCREASED SEARCH ENGINE RANKINGS
What do you want your social
media strategy to achieve?

Six Steps to Harness the Power of
Your Social Media Strategy
Identify Your Objectives
Identify Your Target Audience
Find the Conversations
Integrate Into Your Existing Communications
Join the Conversations
Measure
1
2
3
4
5
6

1. Identify Your Objectives
Determine how you will
measure success.
Set objectives to “BE”
social, rather than “DO”
social.
Align social media
objectives with
business objectives.
OBJECTIVES FIRST,
TOOLS LATER

What Are Your Social Media
Objectives?
 Drive brand loyalty.
 Drive brand to customers’ “top-of-mind.”
 Engage high-vale, profitable and loyal customers.
 Foster brand advocacy.
 Strength the customer’s emotional connection with the
company.
 Create a sense of community.
 Develop opportunities for audience to engage
meaningfully with company.
 Elevate customers’ relationship beyond products and
price.
 Engage customers in the buying process.

Six Steps to Create Your Customer
Engagement Strategy
Measure
1
2
3
4
5
6

2. Identify Your Target
Audience
Who do you
want to
engage?
What do they
have in
common?
How do they
use your
products?
Your defined objectives will help determine specific audiences.

Measure
1
2
3
4
5
6
Engagement Strategy

3. Find the Conversations
WHAT are people saying about your brand?
WHO are the influencers?
WHAT are they talking about?
WHERE are your customers interacting?
When you know what your customers are
saying, you can better know what they want and
value.

Use Tools to Learn What Your
Customers Are Saying
SOURCE IDEAS.
FOSTER INNOVATION.
REALIZE PAIN POINTS.
LEARN FIRST HAND WHAT YOUR CUSTOMERS WANT.

4. Join the Conversations
 It is a simple process.
Join the two-way conversation.
Utilize appropriate networks.
Provide relevant content.
Increase brand awareness.
Foster customer loyalty.

5. Integrate Into Your Existing
Communications Plan
 Social media messaging should be integrated
across traditional customer touch points.
TRADITIONAL
MEDIA
DIRECT
MARKETING
INTERNET
MARKETING
LOYALTY
MARKETING
EMAIL
MARKETING
SOCIAL MEDIA

5. Integrate into Your Existing
Communications Plan
DON’T KNOW
RUN AS AD-HOC
PROGRAMS
RUN AS SILOED
CAMPAIGNS
RUN AS
INTEGRATED
CAMPAIGNS
41%35%
17%
7%
 Examine your current
campaigns to strategically
determine the existing touch
points where social media can
be integrated.
 Messages should be mirrored
through your social media
campaigns on a weekly basis.
 Which of your current programs is:
 Integrated?
 Siloed?
 Ad-hoc?
U.S. Companies’
Social Media Tactics
December, 2009

Identify Objectives
Identify Target Audience
Measure
1
2
3
4
5
6
Engagement Strategy

1. DEFINE 2. AUDIT 3. ASSESS 4. PRIORITIZE
6. Measure
 To measure success, first remember the
objectives you are trying to achieve.
 Four ways to determine engagement metrics
that are crucial to your business model and
customer buying processes:

Visitors,
Source of
traffic
Interaction
Virality
Network Size
[Followers, Fans,
Members]
Sales
Leads
Search
Engine
Marketing
Brand Metrics PR
Customer
Engagement
Retention
Profits
Social Media Metrics

Social Media: Your Customer
Engagement Strategy
With more than 73% of the U.S. population
engaged with social media, social media is
a tool you can use to build brand loyalty and
advocacy. With the help of Customer Insight
Group, there is still time in 2010 to transform
your stalled social media strategy into your
customer engagement strategy.
Call us today: 303.422.9758!

Sallie Burnett, President
Customer Insight Group, Inc.
Email: sallie@customerinsightgroup.com
Phone: 303.422.9758
Customer relationships—Engage. Keep. Grow.
Customer Insight Group, Inc. leads the way in the evolution of how
companies engage their customers, positively motivate them and earn their
long-term loyalty. Our extensive client is testimony to our depth of
knowledge and ability to apply strategic insight and solutions to a wide
variety of business objectives. Our client experience includes: Ashro, A&P,
The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE
Consumer Finance, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg
Diamonds, HSBC, Kohl’s, La-z-boy, MCI, Payless ShoeSource, Pier 1
Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K
Menswear, Sierra Trading Post, Spencer Gifts, Tommy Hilfiger, Ulta, as
well as various other leading companies.

From Stalled Social Media to Engaged Customers

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From Stalled Social Media to Engaged Customers

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