Decoding Digital Week 7: Customer Engagement

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Decoding Digital

Week Seven: How to engage customers and create loyal advocates

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How to engage with us

• Chat box

• Polls

• Twitter

– We will be answering questions during the session on Twitter. Contact us directly at @Symphony3Think and/or use the hashtag #DigitalVic

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Webinar Schedule

Week One: Digital Leadership (May 7)

Week Two: Building the right digital foundations (May 14)

Week Three: Understanding your customer (May 21)

Week Four: How to generate brand awareness and position your products and

services evaluation (May 28)

Week Five: Ecommerce – making it easy for your customers to buy online (June 4)

Week Six: How to support your customers online (June 11)

Week Seven: How to engage your customers and create loyal advocates (June 18)

Week Eight: Tying it all together – Developing your digital strategy(June 25)

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Today’s Session: Engagement & Advocates

• The last step on the customer journey!

• Reviews revisited

• Why it’s so important to engage customers

• What gets shared?

• Case Study: Round She Goes

• Co-creation

• A quick look at Twitter and Facebook

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Customer Journey

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This is where social media can be very powerful

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Remember our customers

• What makes them loyal?

• How can we use digital technology to help them recommend us?

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Reviews Revisited - Dyson

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Why Engage?

• Engaged customers are your best salespeople

– They will share your content

– They will refer you to others through online word of mouth (referral)

• They will tell you how to improve your products and services

• They will increase profitability

– Less customer churn

– More sales per customer

– Increase profitability

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Content: Virality and the brain

• A study published in the journal Psychological Science used MRI machines to test which parts of the brain decided whether people share information with each other

• Certain parts of the brain light up before individuals are even aware they will share a piece of content

• The associated area of the brain is the part whose job is to connect us to the thoughts and beliefs of others, “the kind of empathy we get when watching a movie or reading a novel”.

• “It successfully predicted not only whether they would pitch a given show, but how persuasive they were when making that pitch later on. The psychologists behind the study called this "the salesperson effect."

http://mashable.com/2013/07/08/brain-science-social-media/





The science of emotion

http://blog.bufferapp.com/science-of-emotion-in-marketing

• Jonah Berger, professor of marketing at the University of

Pennsylvania’s Wharton School and author of Contagious: Why

Things Catch On, studied nearly 7,000 articles in The New York

Times to determine what was special about those on the most-

emailed list. He found that an article was

more likely to become viral the more positive it was.

• Google’s Abigail Posner describes this urge as an “energy

exchange:”

“When we see or create an image that enlivens us, we send it to

others to give them a bit of energy and effervescence. Every gift

holds the spirit of the gifter. Also, every image reminds us and

others that we’re alive, happy and full of energy (even if we may

not always feel that way). And when we ‘like’ or comment on a

picture or video sent to us, we’re sending a gift of sorts back to

the sender. We’re affirming them. But, most profoundly, this ‘gift’

of sharing contributes to an energy exchange that amplifies our

own pleasure – and is something we’re hardwired to do.”




http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1528077

https://ssl.gstatic.com/think/docs/memes-with-meaning_articles.pdf


How do we give our customers “the salesperson effect”?

• Why would customers want to share your content?

• How can you make your audience look good, impress their peers, resonate with their friends?

• What stories can you tell?

• What media are available to you? (Text, imagery, video, stats)

POLL: What platforms do you use to engage?


DSLR Gear, No Idea

Sony were able to make their content relatable, asking their audience whether their personas reminded them of their own friends and to share it with them


Dumb Ways to Die

Entertaining and shareable, why?

www.dumbwaystodie.com.au

http://www.dumbwaystodie.com.au/


#HomeSafely

Worksafe invited the public to send messages to their loved ones through the home safely website and provide details of when and where the message should be displayed. Messages were posted to Twitter using the #HomeSafely hashtag, and sent to their required destination for the intended recipient.


Spread the Warmth

• Auckland City Mission allowed residents to directly track their contributions by measuring the ‘warmest’ area of Auckland i.e. the area providing the most Winter donations.

• A form of gamification to get their audience directly involved in their cause.


It can be simple!

Sign outside store everyday


Incentives - Round She Goes


Business Victoria Case Study: Round She Goes

Emma Morris

http://www.business.vic.gov.au/case-studies/online-business-and-marketing-on-a-budget

www.roundshegoes.com.au





Co - Creation

• Engaged customers will help you improve your products.

• This can save you money

• This can ensure your business gets access to more innovative ideas

• This can further increase loyalty


Co-creation

• Can you get your customers to co-create?


Co-Create


Co-Creation


UserVoice

https://decodingdigital.uservoice.com/


Twitter and Hashtags

• What is a hashtag?

• Misconceptions about hashtags

• How to use hashtags– Special interest/Subject matter experts #socialmedia– Branding hashtag #digitalvic– Trending hashtags


Facebook Insights

Which content engages your audience?


Weekly Q&A

Every Friday 12:30 – 1pm

YouTube? Google Hangout Q&A session

Send us your questions before Friday to have them answered!

Tweet your questions with the hashtag: #DigitalVic

Tweet us: @Symphony3Think

Facebook us: https://www.facebook.com/Symphony3

Snapchat us at: Symphony3Think

Email us : [email protected]

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