Trying to acquire new customers is more costly than keeping the ones you already have. Relationship marketing is geared towards customers that are the most valuable for your business. These customers expect great customer service and want to feel like they have some kind of relationship with the company in hopes that the company will make them feel like a valued customer. In turn, these customers are usually the most loyal and will spread the word about your business. Let us hope you do not disappoint them.
The way to execute a customer relationship program has changed in the last few years. Most businesses like to hand out discounts or special customer appreciation promotions as well as personalized customer service. Today, social media is helping corporations get closer to their customers in a way that is less expensive and more effective.
Social Media marketing has many considerations. First, you must identify what social networks your audience will most likely be a part of. The most popular social sites include Twitter and Facebook. Keep an eye out for company TV commercials and radio advertisements that include call-to-actions and contact information for company pages on these sites. These sites usually have mobile phone applications that will also increase the reach of your social network page through access via a mobile internet service that is becoming more increasingly available to the masses. For instance, do a search on iPhone for an app that is specific to the company and customer service issues.
As I usually do, I wanted to give some good examples of companies that are using social media to develop and encourage relationships with their customers:
- Best Buy has set up Twelp Force, a dedicated Twitter page at http://twitter.com/twelpforce that is used to answer tech-related questions to current and potential customers about their products. This page is separate from their general Twitter page and I think this is a great idea to be there for customers.
- Progressive Insurance has one of my favorite marketing campaigns going. Other than having both a Twitter and a Facebook page, they have a blog site at http://www.progressive.com/progressive-blogs.aspx with lots of great information. Even better, they have a YouTube page with their great commercials supplying people yet another channel of communication.
- Pepsi has long been a rival of Coca-Cola and has tried to make its image to be more youthful; a cooler corporation than Coca-Cola’s all American image. They want to be the soda of a generation. In this case, Pepsi has taken to the internet and taken advantage of the social sites that younger people frequent. They have developed a multi-channel campaign that includes a very attractive Twitter Page, an official Facebook Page, and a Refresh Blog where they are currently running a campaign where they give away grants to people with “refreshing ideas”. They even have a very hip-looking YouTube page.
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3 Comments
It’s true, Social Media, or SM is long past the gimmick stage and companies that are gearing up for growth, involving the younger generations in their sales force or volume will have to be savvy in Social Media to sustain long term growth.
More than ever, consumers are checking prices/ services online.
Social media facilitates relationship marketing like no other venue has with comparatively minimal advertising budget .
Hi Pat! It’s true…A great example is Pepsi Co.
I am noticing, like you are, that many large companies are getting the message and doing more in the way of social media marketing to relate to the customer. I hope that over time we will see much better service at the store level, not just online support chat.
It’s a good thing!