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From Monitoring to Impact to Loyalty: The Total Life Cycle of the Social Customer
Posted on March 30th 2012
How can social media serve your brand? Interaction with consumers is being made social across the business world, with both huge opportunity and substantial risk involved. An intelligent social business that makes effective use of social platforms to listen to its marketplace can then present itself to the customer in ways that facilitate conversions, in the form of sales or brand loyalty.
That simple process is in reality a complex life cycle, requiring great internal coordination, often among multiple departments, agility to keep up with changing technology and customer preferences, and social media-savvy staff to engage the customer in a long-term dialogue. Each of the three stages - listening, delivering impact and establishing loyalty - can be sensitive, with risk of offending rather than befriending the individual customer always present. This webinar will examine these issues and questions, as well as take questions from the audience:
- How to listen and what to listen for as the business monitor’s its market and customers
- What constitutes “impact” and how is it best achieved through social media
- How social media has changed this marketing cycle
- The skills that must be learned and developed in the social business marketing department
About the Panel:
Virginia MiracleVirginia Miracle leads Professional Services for Spredfast - a Social CRM Software Platform company headquartered in Austin, TX. Prior to Spredfast, Virginia led Ogilvy PR Worldwide’s North American footprint of their social media and word of mouth marketing practice – 360° Digital Influence. She has over a decade of experience in providing social media and marketing strategy and services to leading enterprise brands including Ford Motor Company and Time Warner Cable. Earlier in her career, Virginia held positions in corporate strategy, consumer marketing and word of mouth marketing at Dell, Inc., Brains on Fire and Trilogy Software. Virginia is currently the Chairman-elect of the Word of Mouth Marketing Association (WOMMA) Board of Directors.
Natanya Anderson is the Sr. Social Media Program Manager at Whole Foods Market and the President of the Austin Food Blogger Alliance, a non-profit organization established to promote blogger philanthropy and education. Ms. Anderson has been working with new media for over a decade with a focus on both strategy and execution, helping organizations change the way they engage and communicate with customers. Through her non-profit work, Ms. Anderson is helping shape the future of social content creation as well as brand/blogger relations. Ms. Anderson blogs about cooking and entertaining at Fete & Feast (feteandfeast.com), being an epicurean in Austin at the Austin Food Lovers’ Companion (austinfoodlovers.com), and the intersection of social media and food at Social Feasting (socialfeasting.tumblr.com). Follow her on twitter at @natanyap.
Aileen Dreibelbis serves as the Marketing Manager for Social Media for ARAMARK’s Higher Education division. She has been with the company for four years and is responsible for developing the social strategy and management process for the 500+ colleges and universities ARAMARK serves across North America. Under Aileen’s direction, each ARAMARK partner university has established and cultivated a Facebook page to communicate directly with their customers and plans are in place to launch into other social channels this fall. She has been working with Spredfast since December to manage social for ARAMARK Higher Education. Aileen also serves as a social media delegate for the ARAMARK enterprise.
Chuck Hemann, moderator
Chuck Hemann is currently Director of Analytics for WCG. Over the last seven years, Chuck has provided strategic counsel to clients on a variety of topics including digital analytics, measurement, online reputation and social media. Before joining WCG, Chuck was VP of Digital Analytics for Edelman Digital and prior to that VP of Digital Strategy and Analytics for Ogilvy Public Relations. Chuck started his career working for Dix & Eaton, a full-service communications firm based in Cleveland, Ohio, where he was responsible for supplying research for all of the firm's practice areasincluding media relations, marketing communications and investor relations. He's also frequent speaker on the topics of influence, measurement and digital analytics.