The document provides tips on attracting and retaining customers. It discusses having a marketing plan, understanding the 4 Ps and 4 Cs of marketing, knowing your customers and what they want, engaging with customers through social media, leveraging networks and word-of-mouth, and saying thank you. Social media is positioned as an important way to have two-way conversations with customers and engage them through various online channels.
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How to Attract and Keep Customers with Social Media Marketing
1. How
to
attract
-‐
and
keep
-‐
customers
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Thursday, 26 April 2012
2. Doing what you
have always done
will no longer get
you what you have
always got
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3. Tip
#1
Have
a
marketing
plan
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4. 4 P’s of Marketing
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5. 4 P’s of Marketing
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6. 4 C’s of marketing
and social media...
1. Customers
2. Content
3. Channel
4. Community
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7. Customers
• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them
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9. AND know what they want
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10. Content
• Content is king - words, video, photos
• Provide information that is valuable to
your customers
• Be consistent with content
• It’s not all white papers...
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11. Channel
• Which communication channels are right for
you? Web, brochures, social media,
advertising, events...?
• Go where your customers go - know your
target market
• Facebook is not for everyone
• Time and money considerations
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12. Community
• Engage with customers
• Encourage and provide tools for them
to engage with each other
• People WANT to interact
• Customer generated content - for
customers by customers in the way
customers want to receive information
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19. Measure what you do
• Quality vs quantity
• How often you engage
• Number and nature of comments
• Visits from links to your sites
• Sales or new opportunities or other
business benefits
• Increased word of mouth
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20. Tip
#2
Use
your
networks
and
contacts
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21. Networking
is
an
investment
in
your
future
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22. Your database is one of
the most important
marketing tools
you have.
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23. The
average
person
knows
200
people
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24. Who
knows
YOU?
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26. Expand
your
circle
of
influence
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27. Networking
happens
ALL
THE
TIME
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28. Build
your
network
now.
Before
you
need
it.
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29. Don’t
forget
your
current
clients
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30. Tip
#3
Word
of
mouth
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31. “By 2011 90% of
your sales will
come from word
of mouth or
digital promotion”
Seth Godin, 2009
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32. 78%
of
people
trust
peer
recommendations
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33. 14%
trust
advertising
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34. Excel
at
customer
service...
give
them
more
than
they
expect
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35. People
buy
on
emotion.
Not
logic.
Stop
selling.
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36. It
is
8-‐10
times
more
expensive
to
gain
a
new
client
than
to
retain
a
current
client
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46. In Australia
• 10.6 million on facebook
• >1 million on LinkedIn
• 1.9 million on twitter
• 8 million bloggers
• Facebook - 19.3% pages viewed in Sept 2010. Compared to
7.4% Google
• Average user spent 28 minutes and 58 seconds on facebook
• 77% watched video content in Oct 2010 - 26% on mobile
• 36% access internet via mobile phone in 2010
• 9% use their mobile phone to purchase
• 5% total retail sales online in 2010, increasing by 12% on 2009
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47. Not only for kids...
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48. Brand facts
• Facebook: 40% follow a brand. 51% of these will
purchase brand
• Twitter: 25% follow a brand, 67% will purchase
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52. Mobile phone is the greatest piece of
persuasive technology of all time.
Location-specific
Contextual
Timely
Immediate
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53. By 2012
As many connected
mobile phones,
as there are people.
(PhoneCount)
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54. Mobile
• >250m facebook users access via mobile
• Mobile facebook users are twice as
active
• 15 billion downloads from Apple’s App
Store
• Geotagging - FourSquare, Facebook
Places
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