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As CMO (Chief Marketing Officer) we want our clients to be close to the action - 'engaged' in the social world - not standing on the periphery.  While technology has allowed us to monitor, manage, revise and track social behavior to best serve the goals of our clients, it hasn't give us the human element of why they 'like' or 'share' or even  'take action'. 

Today's blog is all about motivation and reputation.  Look at your customer base and determine who fits best into these four motivators keeping in mind that none are based on rewards.  Remember these motivators come from engagement in websites, webinars, seminars, online communities and mobile apps. 

1. Smart -  allow your customers the opportunity to showcase their own knowledge of your product or service
2. Successful - Generally people really like to win or excel.  Create competitive dynamics to fuel competition.
3. Structured - Keep your messages and calls to action simple.  Social overload can be confusing and stifle dialogue
4. Socially valued - Remember everyone likes recognition not just the rewards that come with regular patronage.


Depending on your particular organization, you can create user panels, online community forums,  recognition blogs and other non-material rewards for liking, sharing and even writing comments.  There is a myriad of opportunities to help manage the ongoing customer engagement activity.  But the three basic analytics are:

1-onboarding new clients -  between visits to your sites and social, are you capturing new clients?
2-retention -  what is repeat business or repeat behavior look like for your customer experience?
3-conversion - is your multi-channel social strategy engaging new customer activity and repeat business?


Your business plan and marketing strategy should include the technology to manage social engagement.  Armed with the most useful tools and resources, you can understand what motivates your customer, make sense of the data and tweak your campaigns accordingly and lastly, figure out the ROI (return on investment) by assessing the value of each program.  So before you think this is not important to your business or even out of your budget...think again.  Call or email us for more information on these and other marketing strategies specifically designed for your business.

Just Sayin'...

Our thanks to badgeville.com for their intuitive white paper.





 





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