This March, our social media department attended the 2015 EyeforTravel’s Social Media & Mobile Conference in San Francisco, where leading experts and innovators from around the world came to share their expertise.
Along with the delicious food and beauty San Francisco has to offer, we walked out with these key takeaways.
Using Social Media to Reduce Friction
As marketers, one of the best things we can do for our clientele is to recognize who our customers are and know what they want. 67 percent of consumers have used a company’s social media site for customer service issues, compared with 33 percent visiting the site for social marketing. It’s vital for someone to monitor and respond to both happy and unhappy customers via social media platforms. And, statistics show that when companies engage and respond to customer service requests, customers will spend 20-40 percent more.
Keep in mind that 31 percent of tweets containing company names don’t include the proper brand Twitter handle. In fact, only 9 percent of tweets mentioning companies include their handle. 91 percent of people are talking about you, not to you. Make sure you’re checking misspellings, etc. so you’re capturing all discussions.
Mobile Matters, BIG TIME
Just a few short years ago, mobile marketing was viewed as a “last-minute transaction.” Today, one in four transactions are now made via mobile devices, meaning it is no longer a same-day booking tool; but part of a consumer research that sometimes begins with one device and has the potential to transfer between devices. Thus, if you’re not on the mobile marketing train, you should be! With mobile on a steady rise in our society, it’s vital for marketers to ensure their sites are mobile-friendly and ready to assist current and potential customers.
Data, data, DATA!
Analyze data that matters. Did you know that four in ten social media users have purchased an item in-store or online after sharing it on Facebook? Keep in mind it’s not always about purchases, return on investment (ROI) comes in many forms, but generally, you’ll want to use it to accomplish one of these three goals: to make money, to save money and/or to keep customers happy. Tools such as Google Analytics can help you measure how much you made/saved for every dollar you invested. This will also give you insights as to what’s really working and how, versus what needs to be tweaked.