Social media is a necessary component to the shifting digital landscape. Beyond listening, engagement, or shares, what we need is to understand is that social media is only as good as the road map we create for it. In my latest presentation I detail some important components of customer personas as they pertain to social activity, and what to do when it comes to planning, mapping, and measuring. For more information on what I do, visit: http://marianmendenhall.com

1. SOCIAL MEDIA BEST
PRACTICES
LISTEN . ENGAGE . SHARE

2. Your customers are on social
- For Work
- For Leisure
- With Friends
- To Stay Connected

5. And guess what…
People are talking. Talking about
your business, your brand. Whether
you like it or not.

6. So what does it all
mean?

8. It’s time for businesses and brands to connect
with consumers. To create meaningful
interactions. To provide meaningful content.
To ensure meaningful customer service.

9. It’s time for our focus to shift towards customer loyalty

13. Listen – your customers are out there
…but WHO are they?

14. Personas
Millennial Marissa Jet Setting Sheila Baby Boomer Brenda

15. Stats
Age: 27-34
Income: 60-75k
Location: New York
(and other metro cities)
Hair: Extensions
Products: Professional
Time in salon: Every 4-6 weeks
(scheduled)
Most used social network:
Facebook
Spending on Hair Services:
7-10k a yearJet Setting Shelia

16. Building personas are critical to the
success of any business at any
level. They help to identify key
elements of customers. Their
personalities, purchasing cycle,
and challenge businesses to make
the customer experience better.
Keeping you in the
know, keeping
them happy….

17. Creating your next survey
- Think about your business goals
- Bucket business goals ( customer service, marketing, sales, etc.)
- Get your team on board! Ask for participation.
- If your having challenges, don’t hesitate to ask for feedback from
customers
- There will always be a need to create another survey ( persona
building, list building, loyalty building)
- Once survey is developed, have customers fill out in person, share
through email, share on social.
- You CAN and SHOULD incentivize responses.
Resources for creating surveys: www.SurveyMonkey.com

18. Once you’ve laid a frame work for
personas, then….

19. Engage
The art of communication and activation

20. Ask Questions
Incentivize
Customer Support
Educate
Provide Relevant Content
ACTIVATE

21. Different channels,
mean different forms
of communication
And because there are so
many, learn more about your
customers before you decide
which to use….

22. Tweetup Contributors Promo Deals
- Enabled users to ask questions - Contributors provide education -Promos provide incentivization

23. Things to keep in mind when engaging
- Business goals should help to determine what is published
- Customer personas should help to determine where
content is published and dictates the voice of
messaging.
- Collaborate with your team for what to publish ( videos,
how-tos, tutorials, candid videos or photos, educational
pieces, deals)
- Resources for publishing: www.istock.com and
www.picmonkey.com

24. Share
The art and science of navigating the digital
ecosystem

25. -Content Planning
-Scheduling
-Automating
-Analyzing

26. “A strategy is only
as good as it’s
roadmap. If there’s
no roadmap,
there’s nothing.
Make sure there’s a
roadmap.” –
anonymous

27. Content planning will be
dependent on business
goals and personas.
Quarterly and seasonally
goals may help to
determine what your map
will look like.

28. Rules for scheduling
- Pick designated times to post
- Pick designated times to respond
- Pick designated times to re-share content

29. Scheduling,
Responding,
Automation,
Measuring
Can be managed
with tools like
Hootsuite

30. Take the time to learn who your customers are.
This knowledge will give you power that will
enable you to better understand your customers
needs and how to make their experience better
through social. Only then will social media give
you a comparative advantage.
In Summary

31. Thank you!
Marian Mendenhall
Social Media Analyst
McBride Research Labs
mmendenhall@mcbrideresearchlabs.
com