Interesting things for customer-obsessed brands #1

Interesting things for customer-obsessed brands #1

Caz Yetman

Because I’m not very good at blogging or #workingoutloud on a regular basis, I thought I’d try something new.

Here’s a curation of stuff I’ve read and been thinking about this week, for customer-obsessed brands wanting to thrive in a digital world.

As this is the first one, I’m very keen to hear back from you – does this work for you? Is there something interesting / useful here? What would you like to see more / less of next time?

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What’s new in social…?

Two big stories from Facebook this week…

Facebook takes a major step closer to becoming a news portal, by allowing media outlets such as the New York Times to display whole articles within Facebook. Just a swipe of a a simple swipe of a finger, without leaving Facebook. This means consumers don’t need to wait to load a new web page after clicking a link on Facebook, and they can also share the article outside of Facebook, on Twitter or Pinterest. Read more about Facebook Instant Articles.

Facebook’s new algorithm means brands are going to have to work harder than ever if they want users to see their content. The biggest impact for brands will be on the ability to drive organic growth – now, rather than seeing when people ‘like’ or ‘comment’ on a post, it will only be consumers who enjoy seeing your posts that will be able to. Read more about Facebook’s new algorithm here.

What have I been thinking about…?

How can social media compliment the customer journey? I’ve mapped a very simplified user journey to demonstrate how brands use of social at different stages can optimise the customer experience and increase customer loyalty.

Take an example of a holiday company:

1. A decision is made
Action: Customer decides that he/she needs to book a holiday.
Opportunity for social media: Brand awareness through status updates (friends/fans/followers sharing your content) and paid ads.

2. Customer shops around
Action: Customer researches different locations and brands to book their holiday with.
Opportunity for social media: Reviews and testimonials on your page/profiles are crucial to  encourage conversion. (Hint: Ensure they’re genuine reviews. Customers will be able to tell!).

3. Customer makes a purchase
Action: Customer decides to book a holiday with your organisation.
Opportunity for social media: Highest risk of buyer’s remorse occurs here. Need to keep looking out for servicing issues and community manage your social media spaces.

4. Customer experiences product / service
Action: Customer goes on holiday
Opportunity for social media: Add value to the experience (top holiday tips / apps etc.) and incentivise customers to share their experience with your community.

5. Experience ends, or customer returns
Action: Customer returns from holiday
Opportunity for social media: Convert customer into a loyal customer by adding value and keeping front of mind with good regular content and promotions. Loyal customers (i.e. customers who share their experience of you with others and repeatedly do business with you) should be praised and recognised.

What new tips or tools have I picked up…?

I’ve been talking to a lot of people recently about personal branding this week, and found a very handy ‘personal branding action sheet’ from Catriona Pollard – author of ‘From Unknown to Expert’. Download yours here.

I also love Helpful Technology’s ‘digital engagement game’ which I saw come to life in a training session last week. The idea is to help teams think strategically and tactically about their digital campaigns. You can view instructions and download a pack here.

What have I been reading…?

‘The Truth About What Customers Really Want’Michael Solomon. This is a relatively old book (2008), but has lots of little enjoyable nuggets of information, facts and stories.

Here’s an abstract I particularly enjoyed about neuromarketing:

“Is there a ‘buy button’ in your brain? Some corporations are teaming up with neuroscientists to find out. This work in neuromarketing uses functional magnetic resonance imaging, a brain scanning device that tracks blood flow as we perform mental tasks….Scientists know that specific regions of the brain light up in these scans to show increased blood flow when a person recognises a face, hears a song, makes a decision or senses deception. Now they are trying to harness this technology to measure consumers’ reactions to film trailers, choices about cars, the appeal of a pretty face and loyalty to specific brands….DaimlerChrysler took brain scans of men whilst they looked at photos of cars and confirmed that sports cars activated their reward centres. The company’s scientists found that the most popular vehicles – the porsche and ferrari – triggered activity in a section of the brain called the fusiform face area, which governs facial recognition. Apparently, the cars reminded the men of faces with two lit eyes.”