eMarketing & Commerce (eM+C)

You will be automatically redirected to emarketingandcommerce in 20 seconds.
Skip this advertisement.

Advertisement
Connect
Follow us on
Advertisement
 

Design Social Media Conversations to Solve Customers' Problems

June 9, 2011 By Jeff Molander
Get the Flash Player to see this rotator.
 

The simple fact is that the gurus are wrong: Social media marketing isn't a revolution, it's a chance at evolution.

Social media challenges marketers to design conversations in ways that solve customers’ problems, not reinvent themselves, their businesses or marketing itself. Social media success depends on planning and executing ways to solve customers’ problems. The answer to selling more with social tools is founded in sparking conversations worth having — interactions that solve customers’ problems and prompt more questions.

“This idea that conversation has an innate value is simply incorrect," says author, speaker and leading branding consultant Jonathan Salem Baskin. "It doesn't. It never did.”

Baskin claims being relevant matters now more than ever. He also says staying relevant is the big opportunity social media presents. But Baskin warns that too many marketers are looking at customer conversations in a vacuum and not as an ongoing experience. That's an important point, because when your business is relevant to consumers, it's better equipped to help them understand their problems more clearly.

Think about your traditional marketing successes. It's likely many of them help consumers become better equipped to find the right solutions. They're more likely to return to your store, branch or website for more answers, products and services.

Social Media is Old School
Pioneers like Anchor Bank, Avaya and Jones Lang LaSalle are following customers, not trends. Their customers signal the “when, where, why and how” that powers technology decision making. These businesses are translating customers’ needs and responding by scratching their itches — and in the process earning more transactions. They're helping customers navigate themselves toward needed answers. Yes, with new tools, but in old ways.

Brainstorm gestures for your company that help solve your customers’ problems and make products more relevant. Start in areas of strength. For instance, AnchorBank focuses on helping customers get out of debt, learn about appropriate sources of financing, and prepare their “money lives” for divorces or marriages.

Use social tools like Facebook to solve problems and lead customers toward answers. Begin by asking yourself, “What are customers demonstrating a need for in social spaces right now?” That includes your storefront, if you have one. Ask yourself, “What questions do customers have that we can answer in the form of a blog post or Facebook response?”

 

SPONSORED CONTENT

MORE ON SOCIAL MEDIA >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: