Brands on social media outgrow their peers. The rise of adblockers shows that we are moving away from the age of broadcast and to an engagement era.
Stats show that social media has a role to play, but it does not take a seat near the boardroom. Some brands do have a Chief Community Officer.
What are we doing wrong ? It’s about money and understanding the value that social media has, having a robust ROI model.
Focusing on ONE business goal. Think about other areas of the business that can get value from social media, not just sales.
Sometimes that agenda does not match the business needs, you are building it on isolation. Talk to customer support, product development, operations, etc.
It’s an open black book about your competitors, partners and customers.
What other challenges do other departments face and how can we help them with this data?
Marriage between a brand experience and a commerce opportunity
Customer service leads to better post sale experience, better customer experience all around and quicker resolution of issues.
Giff gaff they are centred around an online community. In face of a business challenge due to the rise of nano SIMs, the community step up to help them.
Their responses on community ideas is very transparent. As a result their NPS score rivals Apple.
Social Is not just about brand awareness. People want you to stop bombarding them with ads, that’s why adblockers are on the rise.
CRO: Conversion rate optimization
Funnels don’t work, it’s now about the customer journey and that is different for every business.
An interesting example is IKEA’s use of social to drive action. They used geofenced facebook ads and matched the message to the customer journey.
Delight your customer
CRM tools can provide you with a lot of quality information, not just hard numbers. It will allow your community manager to tailor the conversation with each user.
Social recruitment using a micro influencer strategy
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