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Digiday Marketing Summit. Clementine Berlioz. Hello Fresh

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Digiday Marketing Summit. Clementine Berlioz. Hello Fresh

  1. 1. FROM FOLLOWERS TO LOYAL CUSTOMERS CLEMENTINE BERLIOZ-ARTHAUD Sr Social Media Manager, HelloFresh @HelloFresh HOW TO INCREASE BRAND LOYALTY WITH SOCIAL MEDIA
  2. 2. VILFREDO PARETO PARETO'S PEAS PARETO'S RULE
  3. 3. The probability of selling to a new customer is 5-20% but the probability of selling to a prior customer is 60-70%. The average attention span has become lower than 7 seconds Most brands admit it is 5 to 7 times more expensive to sell to new customers than to existing ones. 27% of businesses say that social media has been their most effective channel for customer retention. Sources: invesp & loyalty369
  4. 4. #1 BE EASY TO FIND
  5. 5. #1 BE EASY TO FIND + 73K %
  6. 6. #2 EDUCATE PEOPLE ABOUT YOUR BRAND
  7. 7. #3 EDUCATE PEOPLE ABOUT YOUR PRODUCT How is your product improving people’s lives? How do you make them happy? What problem are you solving?
  8. 8. #3 EDUCATE PEOPLE ABOUT YOUR PRODUCT
  9. 9. #4 APPLY 80/20 RULE TO YOUR CONTENT Engagement = brand support 80% Content = Safe choices 20% Content = Innovations SAFE NEW
  10. 10. #5 SPEAK TO THE RIGHT PEOPLE Prospects Customers
  11. 11. #6 REWARD ENGAGEMENT 39% of Americans have posted about their brand experience on social media (55% of Millennials) 82% say they consult reviews when buying something for the first time. People are x2 as likely to take advice from a peer on social media than from a brand. Source: Pew Research Center 2016
  12. 12. #6 REWARD ENGAGEMENT #HelloFreshPics Contest Customer Regrams
  13. 13. #7 DELIVER SUPERB CUSTOMER SERVICE 12 positive experiences make up for 1 issue. 70% of people expect a response within the hour People are more likely to purchase from a brand that is: • Honest (86%) • Helpful (78%) • Friendly (83%) Sources: Help Scout, Adweek, Sprout Social
  14. 14. #8 LISTEN TO YOUR COMMUNITY Customers aren’t part of the problem They are part of the solution
  15. 15. #9 LOVE DATA Community Growth Engagement Rate Answer Time Conversions Lifetime Value KEY METRICS
  16. 16. #10 TOOLS TO SAVE TONS OF TIME SUPERMETRICS FALCON SOCIAL CHATFUEL GOOGLE ANALYTICS & TABLEAU Automated Reports Facebook Messenger Bot Scheduling, Listening, Engaging Traffic, Sales, LTV
  17. 17. CHEAT SHEET #1 Be easy to find #2 Educate about your brand #3 Educate about your product #4 Apply the 80/20 rule to content #5 Speak to the right people #6 Reward engagement #7 Deliver superb customer service #8 Listen to your community #9 Keep calm and love data #10 Use tools to save tons of time
  18. 18. SOCIAL MEDIA HELPS BUILDING A COMMUNITY OF ADVOCATES

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