sociallifecycle 141029142644-conversion-gate02
TRANSCRIPT
THE SOCIAL LIFECYCLE
New consumer insights on using social media to improve your marketing, sales, and service
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WHAT PLATFORMS DO YOU EXPECT BRANDS TO HAVE A PRESENCE ON?
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WHAT PLATFORMS DO YOU EXPECT BRANDS TODAY TO HAVE PRESENCES ON?
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HOW MANY DIFFERENT PLATFORMS DO YOU EXPECT BRANDS TO HAVE A PRESENCE ON?
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WHAT SOCIAL MEDIA PLATFORMS DO YOU FOLLOW YOUR FAVORITE BRANDS ON?
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Over 60% of consumers expect brands to be on Twitter, but only 30% follow their favorite brands there.
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Those who follow a brand on at least one platform
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HOW MANY DIFFERENT PLATFORMS DO YOU USE TO FOLLOW BRANDS?
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On average, consumers follow brands on only half as many platforms as they expect them to be active on.
MARKETING TAKEAWAY #1
Don’t just exist on social media: be relevant, engaging, and helpful.
It’s not always easy, but there’s help ➤
MARKETING TAKEAWAY #2
Be where your fans want you to be (and if you do a good job with #1, they’ll show up too).
There’s something to help you be three places at once too ➤
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VIA WHICH CHANNEL DO YOU GET THE MOST UNSOLICITED SALES MESSAGES FROM COMPANIES?
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Email Mail Through a mutual connection Facebook LinkedIn Phone Twitter
IF SOMEONE IS SELLING YOU A PRODUCT THAT COULD BE GENUINELY USEFUL TO YOU, HOW DO YOU PREFER THAT THEY REACH OUT?
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So while social isn’t a good place for cold pitches, it’s a great way to enrich your selling process.
And you’ll need that enrichment when you’re competing with every other sales rep on earth for your email to stand out in crowded inboxes.
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HOW MANY TIMES CAN A SALES REPRESENTATIVE REACH OUT TO YOU BEFORE IT GETS ANNOYING?
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HOW OFTEN DO YOU LET A SALESPERSON KNOW YOU’RE NOT INTERESTED IN AN UNSOLICITED PITCH?
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31%
SALES TAKEAWAY #1
People don’t like being bothered (no duh), but won’t always speak up.
You need a tool to see who’s actually interested.
Luckily, there’s a free one ➤
SALES TAKEAWAY #2
Social media is a bad place for cold selling but a good place to find out who you’re selling to.
Enrich your CRM with social context.
Need a CRM too? HubSpot’s is free ➤
Compliment a brand Compliment an employee Complain about a brand Request support None0
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WHICH OF THE FOLLOWING ACTIVITIES HAVE YOU USED SOCIAL MEDIA FOR IN THE LAST MONTH?
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If you’re not actively monitoring, you’re missing out on almost 50% of warm fuzzy feelings.
(That’s a lot of warm fuzzy feelings)
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WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLIMENT A BRAND?
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WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLAIN ABOUT A BRAND?
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WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO COMPLIMENT AN INDIVIDUAL EMPLOYEE AT A BRAND?
TwitterFacebookGoogle+LinkedInEmailPhoneMailNone
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WHAT MEDIUM ARE YOU MOST LIKELY TO USE TO REQUEST SUPPORT FROM A BRAND?
TwitterFacebookGoogle+LinkedInEmailPhoneMailNone
Respondent age
61%
23%
16%
Not as bad
Same
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WHEN A BRAND DOESN’T REPLY TO YOUR QUESTION OR CONCERN ON SOCIAL MEDIA, HOW DOES IT
COMPARE TO NOT REPLYING VIA EMAIL?
Whether it’s on the phone or on Twitter, you’re dealing with another person.
Failing to listen on social is bad business (not to mention just not very nice).
24% of people don’t even expect a response when they complain directly about a brand.
Prove them wrong.
11%
40%
23%
2%
24%
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IF YOU COMPLAIN DIRECTLY ABOUT A BRAND ON SOCIAL MEDIA, WHAT DO YOU EXPECT THEIR RESPONSE TIME TO BE?
No response expected
SERVICE TAKEAWAY #1
If you’re not active on social, you’re really missing out.
The conversations are happening with or without you.
You should probably get your CEO on social too ➤
SERVICE TAKEAWAY #2
Don’t just actively monitor. Truly listen and respond.
Everyone deserves a response, even if they’re not expecting one.
It’s not easy (but it’s right)! There’s another tool to help ➤
“People will never respond to you more positively than when you seek to make your impact felt at the human level.”
CENDRINE MARROUAT @cendrinemedia