Many marketers have embraced social media. Some are measuring and acting upon the results of their social marketing campaigns. But the majority is dabbling with social media without any strategy leading them. Trying things out to see if anything moves the dial, kicking tires, tossing an intern at the problem. Does this sound like you? Best practices in digital marketing constantly evolve and it can be difficult to keep up — especially if you are already behind the curve. This presentation takes you through five easy steps to help you catch up. It’s imperative to plan now if you want to stay ahead of the competition. Customer Insight Group shares the secrets of brand monitoring and show how successful companies are using social media marketing to build relationships with their customers, enhance their brands and experience positive return on their social media investments. Key takeaways for your social media marketing include: − Clearly define what social media success looks like and quantify your key performance indicators. − Discover how to use your social media initiatives as a competitive differentiator − Learn how to successfully integrate social media into your multi-channel strategy for the most highly targeted impact and revenue growth. − Deliver relevant content at the optimal time. − Accurately track the reach and results of your social marketing efforts.

1. What Today’s Marketers Must
Know to Maximize Results
of Social Media
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

2. Sallie Burnett
Strategist. Leader. Innovator.
• President of Customer Insight Group, Inc., a leading strategic
relationship-marketing firm
– Customer insight Group is a leading strategic marketing firm that helps
companies engage, retain and grow profitable customers relationships.
We help companies assess and improve customer strategy to achieve
measurable business objectives through loyalty audits, social media
customer engagement programs and innovative loyalty programs.
• Digital marketing professor at prestigious Daniels College of
Business
• Contact Information
– Email: sallie@customerinsightgroup.com
– Website: www.customerinsightgroup.com
– Twitter: @sallieburnett
– LinkedIn Group: Customer Relationships — Engage.Keep.Grow.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

3. 6C’s of Social Media
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

4. CONTENT
• Focus on your unique selling proposition
– Translate your “brand positioning” into a
compelling message
– Objective is connect with the customer beyond
obvious product features to a memorable,
shareable customer experience
– Be flexible and responsive
– Create a content calendar
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

5. •When will content be published?
•Who will create the content?
•Where will it be distributed?
•What type of content will be used?
•Is the content supporting IMC?
•What is the start and end date of IMC
•Will their be an image?
•What link will be using?
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

6. Apply the 6 C’s.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

7. CONSISTENCY
59% of marketers are dedicating 6 hours or more to
social media and 33% for 11 or more hours weekly.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

8. Source: 2012 Social Media Marketing Industry Report. Social Media Examiner
Generate Sales Leads
Companies spending 6 hours per week, 61% of marketers see
lead generation benefits
Increased Brand Exposure
Even with a minimal time investment, 85% of marketers
indicated that their social media efforts created increased
brand exposure
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

9. Consistency Builds Trust
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

10. Apply the 6 C’s.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

11. Only CONVERSATION
28% of
marketers
track the
number of
people who
contribute
to a
brand’s
social
community

12. 90 9 1 Rule
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

13. Apply the 6 C’s.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

14. Promote Your Social Media Presence
• Your blog
• Your web site
– Share to social
• On other social media accounts
• Offline
• Mobile
• Email

15. COMMUNITY
Use email to boost your social media presence.

16. Provoke a Discussion
– Ask opened questions
– Reward and recognize customers
– Put new active members in the spotlight
– Don’t be too strict and censor
– Acknowledge and react positively to good content

17. Apply the 6 C’s.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

18. COLLABORATION
• Registered users can give ideas to improve
the coffee experience
• Users can vote and popular ones get
implemented
• Feedback is given on progress

19. Apply the 6 C’s.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

20. CONVERSION
Clear goals and multiple KPI’s
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

21. LET’S CONNECT ONLINE.
Website
http://www.customerinsightgroup.com
LinkedIn
http://www.linkedin.com/in/sallieburnett
Follow Me On Twitter
http://twitter.com/sallieburnett
Social Media Library
http://www.customerinsightgroup.com/marketinglibrary/
Infographs
http://www.customerinsightgroup.com/infographs

22. Successful social media takes strategy, not luck.
Being wishy-washy about social media is so 2010. Now it’s time to have a social
media strategy that connects with your business goals and ultimately delivers
results. Customer engagement, quality content and constant monitoring of your
brand’s social media presence are all now a part of marketing’s daily vernacular.
So, if you’re not sure where to start, or you need help fine-tuning your strategy,
the experts at Customer Insight Group have got your back.
We can help:
• Monitor your social media presence.
• Design a social media strategy.
• Create an editorial content calendar.
• Craft editorial content.
• Schedule and manage updates, tweets, etc.
Maybe it’s destiny that you found us. Call us
today at 303.422.9758 and avoid leaving
anything else up to fate.
© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758