Marking Your Territory

(you don’t need to pee on a tree to make your mark!)

Welcome back! If you’re new, be sure to check out my last blog post about what a CRM system is and how it can help you. Today’s content builds off it, but feel free to read all these tips first! So, today we’ll be talking about how to utilize CRM through social media and customer service. Let’s jump on into it!


Branding (not the cow kind, but sorta!)

An example of an Apple Airpod meme

Much like for cows, a “brand” is what sets you apart from your competitors. In the case of a cow, it’s the literal letters on its hip, for you it’s your personality and persona (Adams, 2018). For example, Apple’s brand revolves around being minimalist, luxury, and for the rich. 

How to build a brand:

  • Humanization: Essentially KFC and Colonel Sanders. You’re giving your faceless company a friendly, easy-to-connect-with face! This is good because people like interacting with humans. Faceless companies feel like blank walls to ignore versus open doors for open communication.
  • Personalization: What Apple did (refer to pic). You’re “allowing customers to choose and shape their own experience with your brand”. Apple fans just chose to flex with their expensive ear buds. This is good cause it generated a lot of natural allure to the Airpods, teens wanted them because it was the “it” thing
    (Adams, 2018)

Steph’s Tip: Having a clear understanding of your company’s brand currently (and where you want it to be) is integral. Your company’s “brand”/reputation are consumers first impression of your brand. If your brand surrounds cheap goods and bad service, you could be losing customers by the dozen! Make sure to use social listening (definition above) to see how the public perceives you and take actions to push it towards where you want it to be.

Engagement (“will you spend the rest of your life with me?”)

Pro Tip: Set out clear rules/standards for how to interact with customers  (Adams, 2018). These rules could surround:

  • Tone/personality. If your brand is “happy”, you don’t want those somber tweets going public
  • Set responses to certain situations. Maybe you want to use a preset response when customers ask a generic question
  • Personalized responses. How do you want your personalized responses to be written? What rules should your employees follow?
  • Announcements. What are the procedures for a company-wide announcement? You don’t want any leaks, do you?
  • Proactive responses. If there’s a problem, how will you quickly inform your customers of this? This is important because being proactive could prevent future complaints
    (Adams, 2018)

Remember: Make yourself easy to reach! If a customer has a problem, they’ll probably search for five seconds to find your customer support line before they get frustrated and tell their friends you’re terrible. Make your support info easy to find!

Don’t ignore Anjelica!

Also, try to make response times as clear as possible (Adams, 2018). If you don’t have hours of operations listed, a customer’s anger might escalate quickly if you don’t respond when they expect you to. With that being said, still respond ASAP! It “shows commitment to the customer” and “builds a positive image [of your company]” (Adams, 2018).

Customer Service Pro Tips:

  • Have a specific social media account for customer support (Adams, 2018). This is great because allows you to clearly display customer support-related info without it being lost in the sea of “regular” business activities.  
  • Add a little more humanity by adding a support agent’s initials/name at the end of a tweet.
  • Don’t be afraid to take it off social media! If someone angrily tweets about a problem you don’t want public, just say “please DM us with the info” or even “could you please DM us your email address so we can ensure your privacy regarding the issue”. This even adds more humanity because it shows you care about the customer’s privacy!
  • Don’t ignore feedback! If people tell you there’s a problem, it’s worthwhile to investigate before more customers mention it.  
  • Acknowledge loyal customers. Even if they already like you, it’s always nice to be noticed/thanked/appreciated by someone (or something) you love!
  • Every social media interaction is a PR/marketing opportunity waiting to happen! Make sure you make good use of it.
    (Adams, 2018)

The Power of Influencers

Especially in 2020, influencers and influencer culture is pretty hot for advertising. Just based off being 21 and being on social media, I see that influencers are the new-aged celebrities. People aspire to be like them, but the influencer’s (usually) humble roots make its so fans also want to support them. This means that when an influencer does something with a company, fans take notice. Again, make this attention count! If you’d be interested in a full blog post dedicated to influencers and the popularity of influencer advertising, please leave a comment or message me on LinkedIn!

But as mentioned above, influencers can (and will) drive sales. But for companies, they’re only effective if you have a relationship with their audience. For example, makeup company like Fenty pairing with a makeup-based YouTuber makes sense! But if Fenty partnered with a tech-review channel, the audience has no connection to the product so there probably won’t be any sales.

Influencers can even influence other Influencers!

Other tips for scouting influencers are:

  • Their advocacy. Do they have a strong influence over their audience?
  • Their reach. How many people will their message get to? Essentially, what’s their (active!) follower count. Some influencers buy followers to fake popularity so watch out!
  • Their action. Again, is their audience active? Is their audience likely to buy from you?
  • Their style. Does their brand image align with yours? If your brand is family values, you probably don’t want someone who gets drunk and parties every night.
    (Adams, 2018)

Pro Tip: Set Google Alerts for your company name (and other related keywords) (Adams, 2018). This way, you can see who is talking about you and how! This could be great for finding influencers to work with because they already are talking about you!

Remember: Influencers are consumers as well! It’s important to keep open communication and good customer feedback going. Deliver value that they can’t find anywhere else!

Social Media Tip: People go on social media for the social aspect. This means they want communication but not constant advertisements! Knowing when to pitch your brand and when not is important (Adams, 2018)!

Conclusion

So overall, your brand is what sets you apart from the competition. You brand is also; usually, the first impression consumers have of your company. From this, it’s key that your brand has a good reputation; be it from customer service, well thought-out engagement, or influencer work.

Personally, I see a lot of possibilities in the influencer space. As a marketer, it’s definitely a trend I’ll be watching because it’s growing; but will it pop? Additionally, working with influencers could backfire if you choose the wrong one. Take a lot of time to scout using the tips above! One of my favourite tips was Google alerts because before this I’ve never heard of this tool! So that’s something I’ll for sure check out when I’m working on campaigns.

One real world example of an influencer’s impact are the Beatles! Beatlesmania was a well documented phenomenon that has even carried into present day. Worldwide, fans went crazy for the band and would do anything for/about them. This included buying their records and anything associated with the brand. Coca-Cola working with the Beatles was a great decision because the band already held such great infleunce! It’s not to say they’re the only reason for the drinks popularity, but it didn’t hurt!

(photo credit: Jack Manning/The New York Times)

For more tips about social media content (like running campaigns!), check out my previous posts HERE!

References

Adams, M. (2018, April 11). Social Media Marketing: Social CRM. Retrieved from LinkedIn Learning: https://www.linkedin.com/learning/social-media-marketing-social-crm

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