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The Social Customer
1.
2.
3.
4.
Is hyper-connected
5.
Via phone, email,
SMS, Facebook, Twitter, blogs, forums
6.
Is creative
7.
Is collaborative
8.
Expects to customize
products
9.
Critical of claims
by brands
10.
11.
12.
13.
Efficient at curating
information
14.
“Like me” filter
15.
78% trust recommendations
from social graph (E. Qualman)
16.
90% of B2B
buyers trust peer reviews & 70% trust online reviews
17.
18.
19.
She is an
active participant
20.
Happy customer =
powerful marketing vehicle
21.
Amplified by influence
and trust
22.
You need to:
23.
Focus on providing
positive and memorable experiences
24.
25.
26.
Solve pain point
at the point of pain
27.
Mobile browser +111%
(Comscore)
28.
App use up
+112% (Comscore
29.
30.
31.
32.
Demonstrate that you
value her opinion
33.
Her input will
improve:
34.
Product
35.
Messaging
36.
Micro-targeting
37.
Advertising & promotions
38.
Co-creation gives higher
stake in product
39.
Builds collaborative relationship
40.
41.
42.
Supportive
43.
Non-intrusive
44.
Relevant
45.
No one-way broadcast
or SPAM
46.
Expects you to
listen and respond
47.
Be reliable
48.
Meaningful & engaging
conversation
49.
50.
51.
Empty promises with
no follow-through
52.
53.
54.
55.
56.
Personalization
57.
Collaborative relationship
58.
Prompt dispute resolution
59.
Trust / peace
of min
60.
Choice
61.
Two-way communication
62.
Feeling of importance
63.
Transparency
64.
Accountability
65.
Marketing relevance
66.
67.
68.
69.
You need to:
70.
Identify customer issue
71.
Respond
72.
Solve problem quickly
73.
Strong relationships help
avoid escalations / confrontations
74.
Be proactive before
problems become deal-breakers
75.
76.
77.
Emergent trends
78.
Desired features
79.
(Dis) Satisfaction with
product / competitive products
80.
Need deep analysis
to help you glean actionable insights
81.
Need to open
feedback loop, collaborative setting
82.
Community-based innovation
83.
84.
85.
Many amass followers
to blast them with promotional messages
86.
Mass delivery of
broadcast messages doesn’t work in social media
87.
It can hurt
more than it helps
88.
89.
90.
Collaborative relationship first
91.
Grow loyal base
92.
Only then(1)- distribute
special offers
93.
DO NOT use
promotions to build relationships
94.
95.
96.
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