Social Media Marketing

Courtney Spangler

About Me.

MARKETING MAJOR

PHOTOGRAPHY MINOR

I am a determined, detail-oriented person

who stays out of the spotlight but enjoys the

thrill and challenge of being behind the

scenes of something great.

Photography allows me this – and it is my

biggest passion.

In a nutshell.

Competencies

Organized.

Team Player.

Devoted.

Reliable.

Detailed.

distinctive

Envision. Observe.

Create. [Perfect.]

I’m…kind of a

perfectionist.

VS.

But in photography…maybe that’s a good thing.

Now to the

important

stuff!

3 C’s of Social Media Marketing

Customer Service

Connecting Others

Consumer Research

CUSTOMER

SERVICE IN

SOCIAL MEDIA

TRADITIONAL

WAYS TO

INTERACT

[ENTER SOCIAL MEDIA]

Almost half of

online users (18-

34) expect a

response within 12

hours on social

media.

60%

of companies still

don’t respond to

social media.

Yet somehow…

WRONG!

In social media, you can’t pull

an angry customer aside.

NOTHING is private online.

An immediate response is necessary.

The longer it takes to respond, the greater the problem becomes.

Word gets out.

When responding to a complaint:

Don’t argue back.

Try to message that customer directly (and if

possible, privately).

If not, post your direct contact information.

Companies should be responsive to

positive posts and comments as well.

Customers want to see the HUMAN

side of your company.

Work to build a relationship.

ON A

LIGHTER

NOTE!

Create conversation.

Invite feedback.

Be REAL.

Interact.

Basically, treat it like a real relationship.

Unless you’ve never had one.

CONNECTING

OTHERS IN

SOCIAL MEDIA

The days have come and gone when marketers

could just shout out information to customers….

and expect a response.

One-Way Two-Way

Not only is the conversation with customers changing…

People are talking to each other, largely through social

media sites.

But now it’s easier for

them to communicate with

each other.

78% of consumers trust each other

more than they trust advertising.

Companies should foster

these relationships by

building online

communities for like-

minded customers to

interact with the

company and each

other.

• Engaging consumers in dialogue

• Offering valuable content

• Sharing content other than their own

• Giving consumers influential power

THEY

CAN

ACCOMPLISH

THIS

BY:

CONSUMER

RESEARCH

IN SOCIAL MEDIA

With so many

customer-to-customer

conversations

happening online,

companies have the

opportunity to

listen in.

throwing money down the drain.

IGNORING THEM

WOULD BE LIKE

• Address customer complaints

• Find unfulfilled needs

• Create better products

• Understand their customers

By listening

in, companies

can:

It’s free.

BEST OF ALL…

1. Social Media

Monitoring

2. Direct Research

TW

O M

ET

HO

DS

• Use social media analyzer that alerts

you when your brand is mentioned

• Allows you to listen to

unbiased, spontaneous

conversations about your brand (or

company/CEO)

• Gives you more insight into

consumers mind

SOCIAL MEDIA MONITORING

Strength(likelihood your brand is being discussed)

Sentiment(ratio of positive to negative comments)

Passion (measure of likelihood that those talking about your brand will do so

repeatedly)

Reach (measure of range of influence)

Just like in with regular research

methods – must plan ahead before

diving in.

Set goals

Establish right questions

Decide appropriate avenue

DIRECT RESEARCH

Thanks for

your time!