3 Ways To Satisfy Your Customers On Social Media

What do your customers want from you? Your initial answer will probably be something like, ” A product/service that does what it’s supposed to do and great customer service to go with.” (or some variation of that) Now, what do your customers want from you online?

STOP! The same answer does not apply. Your customers aren’t connecting with you online for the same reason they buy your product, so get that thought out of your head. Your customers are connecting with you for their own benefit, not for yours. They are looking for value, and that comes in several different forms. Here are three things your customers are looking for that they aren’t getting.

1. A Relationship: Your primary job online isn’t to sell your product, it’s to develop a relationship. Once you get that part down the sales will follow.  When your customers connect with you, whether it’s via e-mail or social media, they are opening up a channel of communication. We all know that communication is supposed to go both ways to make sure that you are listening, speaking and interacting,  just like you would in a face to face conversation. If you miss any of these elements your customers will feel like they are putting their efforts into a bad relationship, and we all know how that usually ends. Break up! Which translates in business to “Lost Customer”.

2. Information, Entertainment or Conversation: Generally speaking, when someone is browsing through their social media sites they are looking for one or all of these three things.   Your biggest goal is to become a reliable source for your customers. When they need something, even when it has nothing to do with your product or service, you want them to come to you. The first thing to do is to decide whether you’re going to have a niche or be a jack of all trades (Whether you will focus on one or provide all three). The next step is making sure that you are providing QUALITY content on a CONSISTENT basis. The final step is letting your customers know where and when they can get it, don’t ever expect them to find it on their own, at least initially. This is like the classic line from the movie Field of Dreams with one slight modification, “If you build it, and tell them about it, they will come.”

3. A Deal or An Opportunity – Going back to the initial idea of the give-and-take relationship. If your customers are giving you access to them and their connections they are going to expect a little something in return. There are two big ways to do this on social media.

Give your customers a discount - You have the ability to offer a discount to your customers right? Why not offer an exclusive discount to your customers who connect with you online? It’s not any different than running a coupon or deal on any form of ad. The people who see it might take advantage of it, and they might buy a little something else while they’re at it.

Give them a chance to win something they want or need - The fact is that you have to put some money into marketing. The good news is that social media is essentially free to use. Approach social media contests like you would running an ad. Instead of buying the space, you are buying the prize to give away. Your customers will give you their time and even tell the world about you for a chance to win something they want or need. You can run contests weekly, monthly, quarterly or even yearly depending on how much your willing to give away. On a weekly basis you might give away a $10 gift card to the local coffee shop, while once a year you might give away a flat screen. Those are just examples, but you get the point. The contest encourages your customers and their friends to interact with you on a regular basis and then to tell their friends about you. That’s what you get for running an ad right?

For more social media tips or to get answers to your social media questions connect with us on Facebook and Twitter.

Mike Bal

Mike Bal

Hi, I studied advertising, I have a passion for creativity and I love working in social media. I try to write about the combination of traditional marketing, branding, and advertising strategies that can apply and work affectively with social media. I also enjoy music, batman and life.

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Friday Clicks [Volume 6] | The Best of the Social Web

The biggest news of the week is the Kindle Fire getting into people’s hands to mixed reviews. Wired isn’t quite sold on it (click here), but social guru Chris Brogan really enjoys it because he’s not confusing it with an iPad (click here).

And the best of the rest:

  • Kate Spade hops on the Tumblr train – along with Barack Obama and the Washington Post. (Click here)
  • Foursquare is giving itself a major overhaul for your desktop and tablet devices. (Click here)
  • Much to Rob’s delight, Starbucks is launching an augmented reality holiday app. Very cool. (Click here)
  • 79% of consumers would rather get a tablet than a laptop for Christmas. This is a HUGE shift in the market – do not underestimate its significance. (Click here)
  • This giant infographic gives you all the steps you need to take your digital marketing from a 0 to a 100. Heck, I might use this myself, that’s how helpful this could be. (Click here)

Did we miss anything? Share YOUR favorite links from the week in the comments below, or over on Facebook and Twitter.

Jeremy Anderberg

Jeremy Anderberg

Jeremy is a blog-reading, report-writing project manager. In his spare time he enjoys reading a good thriller, drinking a freshly brewed cup of coffee, and spending time with his wife.

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Pinterest – The New Digital, Visual, Social Organizer

Have you heard of the new social space called Pinterest?

Pinterest is described as a virtual pinboard for users to organize visual images and video they find across the web, in online magazines, or from the pinboards of other Pinterest users. One of the greatest things about Pinterest is the fact that it is social. You are able to not just share your interests with your “friends” who also use the site, but you are able to share these products, tastes, quotes, videos etc. with your friends and followers across other social media platforms such as Twitter and Facebook.

Here’s a recent video our team posted on our thoughts about how it can be used for personal use and also for businesses. This is an exciting time for such a young, social website. Stay tuned for where it goes next!

Are you on Pinterest? How are you using it?

Not on Pinterest yet? Take a look around and let us know what you think!

Kelsey Jones

Kelsey Jones

Social Media enthusiast who loves reading about and experimenting with the newest forms of communication. I'm a news and political junkie who loves advocacy work, the Green Bay Packers and working in this fast-paced environment.

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Friday Clicks [Volume 5] | The Best of the Social Web

It was a fairly big week in the world of social media and Internet marketing for two main reasons:

1) Google+ launched pages for business – with a litany of entities hopping on right away. You’ll not yet notice a One Social Media page. We are of the belief that you don’t need to be on something just because it’s there – and we want to make sure there’s thought and strategy behind it before we dive in.

2) Another Google related note: The largest part of their “Panda” search updates was released, affecting over 1/3 of all searches and websites. We’ll have a blog post specifically on this point next week.

And onto the best of the rest:

  • The difference between search and discovery. Good article on the potential future of SEO. (Click here)
  • Do you tumble? The rise of the web’s easiest-to-use blogging platform. (Click here)
  • How does your business use Google+? Time Magazine uses it to give a voice to their readers. (Click here)
  • What’s missing from ebooks? This article says it’s support for the printed word. (Click here)
  • iPads are helping disabled folks in Oregon with the voting process. Very cool story. (Click here)

We’ve kept it to just five so you don’t feel overwhelmed with reading for your week/weekend. If there is anything you think we’ve missed, let us know in the comments, or over on Facebook and Twitter!

P.S. We’ve updated our sharing buttons – take a look at the floating bar to the left of this post and give it a share!

Jeremy Anderberg

Jeremy Anderberg

Jeremy is a blog-reading, report-writing project manager. In his spare time he enjoys reading a good thriller, drinking a freshly brewed cup of coffee, and spending time with his wife.

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How Print Magazines Should Be Using QR Codes

I have a confession to make, and it may surprise you. Despite the fact that I am a self-proclaimed social/mobile/online/digital/tech enthusiast, I still like getting print magazines sent to me in the mail. There, I said it. I’m sure you’ve heard it before, but I have to say that there’s still something nostalgic about getting a new issue of my favorite magazine sent to me in the mail, and having the ability to actually flip through its crisp pages as I scan from page to page.

That all being said, I believe there are some real opportunities being missed by almost all of today’s mainstream print publications. Here’s the problem I see: magazines like Entrepreneur, Inc, and Fast Company have all invested heavily in the development and execution of both their online content strategy (the website), and their offline content strategy (the magazine). As a result, their online product (the content on the website) has become more social. It’s more sharable, more socially-integrated, and more consumer-focused. At the same time, their offline product (the content in the print magazine) despite a few examples of social media site icons and article links, has remained relatively static. In other words, I read the article in the magazine and when I’m done, I put it back on my bookshelf.

Why is this the trend I’m seeing with print magazines?

With the exception of a few examples pointed out to me by coworkers in the last few days, most print magazines are doing little to nothing to change the reader’s perception of how they think they can use and benefit from their product (static to social).

I’d like to share an example with you that I know will illustrate an opportunity that most magazines are not thinking about when developing or redeveloping their offline product strategy.

The QR code that should have been in Esquire

I recently started getting Esquire Magazine sent to me in the mail every month. It’s just one of a number of magazines I like to actually have the chance to look through in my free time. In the last few issues, I’ve paid close attention to one particular detail that has been sparking my interest: how many QR codes I can find throughout the magazine. If my count is right, I found a total of seven QR codes scattered throughout this month’s issue. Pretty cool, right? Maybe. Guess how many of the seven QR codes appeared in advertisements within the magazine? Now guess how many were placed within actual Esquire content. 7-0 is the answer. There’s something seriously wrong with that!

In the November issue, the magazine named Rihanna as this year’s Sexiest Woman Alive. It was a nine-page feature.  How many QR codes were placed within those pages that sent readers to her YouTube channel? Zero. How many sent readers to a Esquire-sponsered Twitter hashtag stream about how sexy Rihanna is? None. How many sent readers to a behind-the-scenes video of how the photo shoot was setup? Don’t ask.

Oh don’t worry though, I was able to eventually find a link in the feature that invited me to do something online after reading it. I just had to take out my magnifying glass:

Terrible. Problem A: too hard to find. Problem B: not interesting enough. Problem C: I’m too lazy to remember that link long enough to go to my laptop, open my browser, and actually type it in.

I can already hear the arguments that most professionals working in the print industry will make after reading this: “we only have so much space!” Or “Space is limited. We can’t take the risk of using that much for something we can’t see the return on.”

My response? Too bad. You can’t afford NOT to take that risk at this point. If your publication or company actually cares about it’s customers, supporters, and future readers, you need to make accommodating changes to both your online and offline strategies in order to harness the power and influence of consumers.

Esquire and magazines like it should have QR codes splashed across at least fifty percent of the actual editorial content in the magazine. 85% of mobile devices will be web enabled by next yearEighty-five percent! There are too many opportunities that exist that are not being taken advantage of. Photo galleries of clothing, YouTube videos from staff writers, Twitter streams, user-generated contests, live Q&A’s, the list goes on and on.

The print publication industry isn’t dying. But the print publications that are too stubborn to innovate are. Every publication that wants to still be around in five years needs to go back to the drawing board and develop a strategy for moving away from static and toward social. It isn’t beneficial to have an online strategy that embraces social media and consumer influence and and offline strategy that doesn’t. ONE strategy across the board: encourage social participation, interaction, and influence.

Questions or comments? Let’s talk on Twitter. I’m @robwormley.

Rob Wormley

Rob Wormley

As a social media specialist, Rob thrives in situations that require constant creativity. On days when Rob isn’t working hard to create, maintain, and strengthen relationships online, you might find him spending time with family, browsing through his nearest bookstore, or sipping on a cup of coffee at his local Starbucks.

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Friday Clicks [Volume 4] | The Best of the Social Web

After a short hiatus, Friday Clicks is back in action. It’s been a relatively low-key couple weeks in the social world. Apple rumors are flying off the shelves like hot cakes (Apple TV, revamped product line in 2012), per usual. Barnes & Noble is rumored to be announcing a tablet next week to compete with Amazon’s Fire. That’s the big stuff. Let’s get to the things you may have missed:

  • The true value behind the Facebook “Like”. You might be surprised. (Click here)
  • A dual-screen touchscreen phone. Really? Yes, really. (Click here)
  • Do you love Dropbox? So do we. The story of how it started will fascinate you – including turning down a buyout offer from Apple. (Click here)
  • A competitor to the iPod Touch, running on Android. Interesting. And a little surprising we didn’t see something like this sooner. (Click here)
  • An interesting take on Apple’s iMessage. It may not be the end of texting after all (as I said a couple weeks ago…just sayin). (Click here)
  • Copy-and-paste is still the preferred method of sharing links. (Click here)
  • Talk about a last-second desperation heave…Blackberry has announced a newly revamped operating system. (Click here)
  • Speaking of Blackberry – they teamed up with Porsche to make a $2,000 phone. Yeah, you read that right. (Click here)
  • The extinction of downtime in a social world. (Click here)
  • The news gets worse and worse for Groupon – even as their IPO launches. The business model is unsustainable, and small businesses are reporting huge losses after using the service. (Click here)
  • Siri (the iPhone 4S assistant) may not be all she’s cracked up to be… (Click here)
  • Mark Zuckerberg opens up about Facebook’s beginnings. This is a fascinating article – especially as I recently finished “The Accidental Billionaires“, the book that “The Social Network” is based on. (Click here)
  • Are you on Pinterest yet? You should be. As a bonus, the creator is a Des Moines native. Cool! (Click here)

That’s all for this week. Have you come across any articles we need to see? Let us know in the comments, or over on Facebook and Twitter!

P.S. I can’t take credit for finding all these links. My team gives me some awesome stuff during the week, so props to you guys! I only curate what’s already been given to me.

Jeremy Anderberg

Jeremy Anderberg

Jeremy is a blog-reading, report-writing project manager. In his spare time he enjoys reading a good thriller, drinking a freshly brewed cup of coffee, and spending time with his wife.

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The Only MBA You’ll Ever Need

Every once a while a new book comes out that is an instant classic the moment it’s released. In 1988, Harvey Mackay wrote the runaway bestseller business book, Swim With the Sharks Without Being Eaten Alive.  Twenty three years later he’s done it again. Already a bestseller, Harvey’s new book, The Mackay MBA of Selling in the Real World, is truly  meant for anyone in business – not just sales people.

As an entrepreneur, a CEO and lifelong learner I know I’ll be forever referring to this book as a resource and guide to take my business and my team to the next level. Jam packed with lessons and inspiration, Harvey’s book follows the same anecdotal formula that has made his previous books so successful.

To learn some of my favorite parts of the book, and the key takeaways, watch my video review below.

Joe Soto

Joe Soto

Joe Soto is the CEO of One Social Media. A leading expert in social media marketing, Joe has over 16 years of experience in all aspects of sales, marketing, online lead generation, and Internet marketing.

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