Using social media to improve customer dialogue and generate leads
Marketing challenges
Competitive difference
We can help
All of the activities, platforms and practices that enable users to create and share knowledge, opinions and content.
A definition
Social media universe
Social media universe
Social media universe
Social media universe
Social media universe
Social media universe
Social media universe
1.6 million blog posts are written every day by over 180 million bloggers worldwide
57% of active online users have joined a social network and created a network of virtual ‘friends’
There are over 110M Facebook users
75% of companies surveyed said they were planning to maintain or increase investments in Web 2.0 technologies
81% of companies stated that in five years, they’d be spending as much on conversational marketing as traditional marketing
Consumers have replaced trust in advertising with trust in individuals - in particular friends, family and colleagues. Turning to communities and away from mass media, consumers will increasingly ignore messages, insist on involvement and resonance and prefer peers’ endorsements. Forrester Research, The Connected Agency 2008
New ways to engage audiences
To get involved in these consumer exchanges And to understand how to make these exchanges work in your favour
The challenge
People, place, points
Marketing that is not only more relevant and more targeted, but also more welcome
Social media advantage
1. High lead conversion rates 2. Protects brand reputation & improves brand
sentiment 3. Builds SEO 4. Cost effective
Social media advantage
9 Ways
social media can help
1. Facilitating customer dialogue
2. Engaging with customers
3. Creating advocates
Customer Retention
1. Customer dialogue
Bank of America: Small Business Network
2. Customer engagement
American Express: OPEN Forum
3. Creating advocates
myBarackObama.com
4. As part of an integrated campaign
5. Social media direct marketing
6. Blogger relations
7. Blog & community commenting
Customer Acquisition
4. Integrated campaign activity
7m engaged users 35k downloads 19k inbound links No.1 SERP for ‘advert’ for 2 years £0.01 cost per engagement
Sony BRAVIA
5. Direct marketing in social media
HR Block
6. Blogger Relations
Breakthrough Management Group
7. Commenting
B Sky B
8. Product development
9. Crisis management & prevention
Research & response
8. Product development
BBC Masher
9. Crisis management & prevention
UK Higher Education Institution
3 steps to happy customers
I can’t access my online account
Why are the mortgage rates going up?
What are the new small business packages?
Why is my branch opening hours changing?
My Danske Bank manager has changed What’s happening in Iceland?
I need to think about my pension
I need to find out my balance on the move
I’m thinking about changing my portfolio
1. Listen
I need to sell my house
I like the new website
I’m always on hold at the call centre
Can I put off repayments
How can I spend less money?
Why has this form changed?
I need to find a Danske Bank contact number
Talking point
2. Join the conversation
3. Keep talking‌
Iain MacMillan Ryan*MacMillan iain@ryanmacmillan.com +44 7956 997 803
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