Podcast: How to Use Your Social Media Strategy to Create Brand Advocates
Building a trusted online community of brand advocates is fast becoming a top priority for today’s CMOs. Why? Because while $500 billion is spent globally each year on advertising, less than 15% of consumers report that they trust ads. Today’s consumers are online, and nearly half of all purchases begin with an online interaction. What does this mean? Building your online customer brand experience is crucial to garnering and retaining a loyal customer base.
Lithium CMO Katy Keim @KatyK spoke with Moneyball for Marketing in a podcast to provide insight into how to use your social media strategy to build online customer brand experiences. In the podcast she discusses:
Game changers: how metrics and marketing analytics of customer experience and service expectations from mobile and online interactions are changing customers’ expectations of brands, and why Skype and Google are changing the service environment for traditional businesses.
Motivators: community members are motivated to contribute by three unique psychological factors. CMOs can incorporate these motivators into their social media strategy to increase community and buyer engagement.
Success stories: there are companies out there whose social media strategy is driving successful communities. These include:
Barclays’ UK campaign that tied online and in-branch engagement to collect more than 4,000 improvement tips from customers.
How Verizon created 100 super advocates through early engagement to promote a new product launch.
How Aruba Networks promoted the benefits of its wireless technology by creating a 30,000 member community of ‘Airheads.’
Why Sephora’s “beauty Wikipedia” drives customer trust and connection with their brand.
Shared-value experience: brands are a negotiated result of brand attributes and buyer experiences, based on communication and feedback between brands and consumers. Building trust through social media strategy is a key to success.