Thought Leadership

Loyalty Marketing 101: Going Social on Social Media

Jun 11, 2018
In today’s interconnected world, tapping into social media to communicate with your customers is no longer an option – it is a requirement. 67 million Filipinos are Facebook users and we are spending an average of 3 hours and 57 minutes a day on social media sites. It would be a crime to not leverage that for growing your business.

Getting Powered by RUSH

But beyond simply being present on your customers’ radar, you have to position yourself as a part of their daily lives by creating relationships that will reel them back in—converting them to loyal customers in the process.

Here are the ways to integrate social media marketing in your customer loyalty journey:

Conduct social media listening

Image source

One great way to show your customers that you value them is by engaging them based on their latest interests, concerns, or motivations. With social listening, you can find out which of your products and services are being most talked about along with positive feedback and complaints you need to address. Similarly, social listening also allows you to identify which of your content are resonating most on your network.

You can use these data points to actively participate in discussions they are in or draw content ideas where social outreach play a crucial role after they made a purchase.

In a nutshell, this is how to go about creating your social listening strategy:

Identify your goals. As with most business strategies, it’s important to know why you’re diving into social listening. It could be brand monitoring, competitive analysis, influencer marketing, crisis management, or most importantly, customer service. Establishing what you want to achieve will help guide you in nit-picking information that is relevant to that specific goal.

Know your target. Social listening doesn’t mean listening to every conversation out there. The same way your products or services have a specific audience they cater to, participants in your social listening efforts should be narrowed down too. Use buyer personas to focus on a specific target audience based on who they are, which products they use, and where they buy.

Be ready to respond and engage. Gather your men and form a social media team that will always be ready to engage and react to conversations as need. These people should also be dedicated enough to take note of important data points out there.

Invest in the right social listening technology. Whether it’s free tools or a social media command center, make sure and put in place the social listening technology that makes the most sense for your brand.

Find your voice

It’s one thing to be engaging, entertaining or informative on social media but it’s another to present your business in a way that is faithful to your brand voice. Identify a voice that is aligned with your brand and how they want people to perceive you. social media voice should echo in all of your communications online and offline and stick by it consistently so your customers will have a clearer picture of your identity. Being true and consistent to your brand voice will establish your trustability that is essential to customer loyalty.

Develop an Engagement Plan

Knowing what your audience care about is just half the battle. Using that information to deepen your relationship with them is another. To keep your customers involved with your brand on social media, keep these in mind:

Create a content calendar. This will ensure that you will have an continuous communication with your audience. Make it consistent and present varied content types. Angkas, formerly a motorcycle ride booking service turned on-demand roadside courier service, has been consistently winning netizens—one hilariously witty post at a time.

Image source

Identify the type of content, offers, and rewards you'll provide. With the information you have gathered in your social listening efforts, encourage positive behavior by rewarding them with content and rewards that are relevant to your customers.

Start conversion activities that are easy to participate in. Contests are the best way to go about this. It can be as simple as a photo-sharing contest where you encourage them to have their friends like and share to garner points. You can also do simple polls related to the current trends happening in your social environment.

Have a dedicated person or team do community management. Have a team of people who can respond and engage with customers and fans when they have questions, concerns, or are providing feedback. Nike is one of the most responsive accounts on Twitter. Their customer service on the platform is so strong that they respond to tweets seven days a week with Twitter accounts dedicated to seven different languages.Image source

Even if you do have a negative customer, a positive customer service experience, a quick and efficient community manager can completely turn that around.

Engage with your most active advocates.

No two customers are completely alike. Your customers show varying attitudes but their overall positive behavior towards your brand will decrease your customer acquisition expenditures significantly. To do this on social, constantly engage with your loyal social fans so they can be advocates of your brand.

To identify and engage with your most active social fans, consider these steps:

Ask them to self-identify in exchange for a reward such as an inclusion in a social VIP club where members are rewarded on for their participation.

Use the feedback from your VIP base to develop those rewards.

Send an email to targeted people from your CRM. The email should come with a social trigger that will encourage them to participate in your social network.

Rewarding your most active social media followers will not only improve your brand image, but it will also help foster positive attitudes that will make them more loyal to your brand in the long run.

Offer benefits and other rewards.

Once you have identified your social advocates and laid out your engagement plan, the next step to do is to ensure your provide value perceived as a fair trade on a constant cadence. Lancôme, a French cosmetics and luxury perfumes brand, is granting loyalty points to fans who share reviews of their products. This means the brand is rewarding people who may not be the biggest spenders, but are huge brand advocates on social media. These loyal advocates get access to exclusive experiential perks.

Image source

To get started, here are some reward ideas that can work well with your social media advocates:

Provide free access to your premium content.

Invite them to preview special events or products that are limited to this group.

Offer them early access or upgrade to your newest product or service.

Allow them to early loyalty program points through social interaction.

Re-share your best content.

New-comers in your social media network will first scour through your content and decide right then and there if you are worth following. To ensure your chances on being on their good side, you can start by occasionally sharing your best content. These are the ones that received the highest interaction and favorable responses from your audience and has the potential to receive the same level of traction with newer audience.

Once you have captured them, you can perform the rest of the steps to ensure that you have their attention all the time. Only then will you be able to count on them to support your brand.

Buzzfeed is the perfect case study of the power of re-sharing for which they get massive traffic and engagement from new readers the same way they originally did.