Customer Experience and Social. #SocialCX: Turning customers into Raving Fans. Success with social media starts with the right content, to the right audience at the right time. This presentation provides considerations, tips and examples of how brands can achieve this. To deliver an amazing customer experience, you will need to know who your audience is, and get to know them better. You need to create a consistent brand voice across all social channels, and build brand and advocacy with a responsive strategy. By extracting insights and using social and data analytics, brands can ensure they are driving their business goals. These slides were presented at Marketing Magazine's #CXEdge conference in London on 26 March 2015 by Jim Haysom, a digital professional with over 16 years' experience. Follow Jim Haysom on Twitter @jimhaysom

2. Introduction
Over 16 years’ experience within digital marketing and advertising.
Former BDD at Auto Trader UK, responsible for developing inbound
marketing strategies that enabled clients to engage with customers
with relevant content, in the right place at the right time.
Previously worked at eBay UK building integrated partnerships with
brands and retailers increasing value, trust and selection to the eBay
community.
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3. Turning customers into raving fans
• Success with social media starts with the right content, to the right
audience at the right time.
• To deliver an amazing customer experience, you will need to;
• Get to know your customers better
• Create a consistent brand ‘voice’ across all channels
• Build brand and advocacy with a responsive strategy
• Extract insights to drive your business goals
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4. What type of customers do you want?
“It’s better to have 100 people [who] love you than finding a million
who just sort of like you.”
- Paul Graham, Y-Combinator
This was the advice given from Paul Graham to Brian Chesky, one
of Airbnb’s co-founders in 2009.
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5. Quiz: Which celeb follows which florist?
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@TayeDiggs
429,229 Followers
@BarackObama
53,567,088 Followers
@Charlottegshore
2,144,316 Followers
@SerenataFlowers
7,781 Followers
@ArenaFlowers
23,231 Followers
@InterfloraUK
33,144 Followers
Source: Twitter.com 22-Mar-15

6. Followers, Fans and Customers
• The number of followers/fans is not a standalone metric of success.
• The number of fans/followers is not truly insightful without context.
• Fan size can be influenced by ads, organic growth and signposting.
• Difference between your recent fans vs legacy fans?
• Does fan size reflect the ‘in-market’ opportunity or market share?
• Does churn reflect consumer behaviour or content you are posting?
• What is your net audience following across all social channels?
• Ask your customers for their social profiles.
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7. Use analytics for competitive advantage
• Your best content is useless if you share it at the wrong time, in the
wrong format or to the wrong audience.
• It’s good to understand your competitors’ activity to identify new
opportunities and gaps you can fill.
• Implement social interaction tracking; GA, social platform analytics &
various 3rd party tools can provide meaningful insights.
• Analyse your customer and prospect database to identify social
profile and segment customer database with these new insights.
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8. How your audience define themselves
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flowers
music
life
marketing
writer
food
digital
design
student
family
professional
designer
geek
football
mum
mum
family
mummy
wife
music
florist
married
children
kids
travel
blogger
beauty
food
mother
competitions
Common words in Follower Biographies
Source: www.BirdSongAnalytics.com

9. Is your brand visible at the right time?
Join the conversation #CXEdge @jimhaysom Source: www.BirdSongAnalytics.com

10. Interflora UK
33,144 Followers
Serenata
Flowers
7,781 Followers
Arena
Flowers
23,231 Followers
Identify and map your social audience
Twitter Followers as of 22-Mar-15
% Unique Followers
• Interflora UK – 78%
• Arena Flowers – 87%
• Serenata Flowers – 37%
• 13% of the audience follow 2 or
3 accounts (7,419 profiles)
• Are Followers for Serenata
Flowers more receptive for rival
competitor messages?
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11. Creating a brand voice
• Your content should express your
brand’s core values, and be relevant
and useful to your audience.
• Your style should suit your audience,
whether that be in the written form,
imagery and video. Content length,
format and language are important.
• Consider the tone of your content.
Humour has got big brands in trouble,
but it can also create standout for your
business.
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Source: Google Images

12. The PESO Model
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Source: Gini Dietrich, SpinSuck.com

13. Creating content that resonates
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Source: Twitter.comSource: Facebook.com/interfloratheflowerexperts

14. Creating content that entertains
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Source: Twitter.com

15. Content, Community & Commerce
• Our basic needs have changed as we
live in the ‘connected’ world.
• Brands need to connect on a deeper
level with their customers, developing
stronger relationships.
• Profit in business comes from repeat
customers, customers that boast about
your product and service, and bring
friends with them.
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Source: Google Images

16. Raving fans are great marketers
• Make the purchasing experience effortless
• Create Memorable Engaging Moments
• Measure CLV for your advocates
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Source: Twitter.com

17. “People share, review, complain and champion brands regarding their customer
experiences across the social web for all to see. That’s why at Fitbit we spend a lot
of time listening & responding to our users in a timely fashion, with passion,
humour & useful information. We also have localised EMEA Facebook & Twitter
pages, rather than one blanket approach.
Our social platforms are more than just marketing channels for new products, we
learn from social about what our Fitbit family really thinks, and how best to make
them truly happy with us as a fitness brand, motivating them to make positive
lifestyle changes.”
- Rae Lovejoy, Digital Marketing Manager EMEA, Fitbit, Inc.
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18. Top 5 Tips of Community Management
• Learn how to listen
• Be the lynchpin
• Measure their value
• Community is reciprocal
• Take it offline
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Community
Members are
connected,
knowledgeable,
and inspired
Community and the
Organisation rely on one
another and are Successful
Together
A Foundation of
Trust is built
between the
Organisation and
the Community
Source: We Are Perfect Circle
http://www.weareperfectcircle.co.uk

19. Fix, Solve And Make it Painless
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Source: Facebook.com/interfloratheflowerexperts

20. Join the conversation #CXEdge @jimhaysom
CS
Email
Online
Form
Direct
Message
Source: Twitter.com

21. Turning customers into raving fans
• Engage with customers, fans and
detractors in real-time
• Create and curate compelling, useful
and relevant content with purpose
• Make customers feel like valued
individuals and turn them into fans
• Extract audience insights for content
strategy and driving business goals
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Source: Content Marketing Institute/Marketing Profs - B2C Marketing
Report: 2015 Benchmarks, Budgets, and Trends— North America

22. Thank You
Jim Haysom
Feel free to reach out to me if you
have any further questions
• Twitter @jimhaysom
• www.linkedin.com/in/jimhaysom
• www.jimhaysom.uk
This presentation will be available
at www.slideshare.net/jimhaysom
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