Executable Game Plan for Winning Ultimate Customers with Social Media

There is nothing mystical about using social media to rally evangelists for your brand. About four months ago, I wrote an article “Using the Social Media ‘A-path’ to Capture Ultimate Customers” that highlighted how you go about it. (Thanks for some great responses to the article.)

Talk is cheap, how about some actionable execution (no charge). Today, I’ll take it one step further and give you a game plan for one possible execution scenario. (Typically, I tailor plans to specific objectives, but this is just a simple example.)

First a quick review …
The “A-path” is about moving potential customers from interest to promoter step by step:

1) Get their ATTENTION
2) ATTRACT them
3) Gain AFFINITY for you
4) Have regular engagements with you and keep them as your AUDIENCE
5) Get them to be your ADVOCATES – the greatest level to reach.

So let’s see how to move a prospect from ATTENTION > ATTRACTION > AFFINITY > your AUDIENCE > your ADVOCATES. Since I hear executives constantly say, “We need to be on Twitter,” I’ll start there. (Twitter is a very good social media tool, but it must be integrated with other social media outlets to be most effective. Twitter, alone, will not likely produce winning social media results.)

To get your potential customers’ attention, you must understand how they might capture information they desire. This means understanding the keywords and tags they may look up which happen to intersect with the content you deliver. I recommend you first come up with a list of potential keywords, and then look at the popularity of each side-by-side with the easy to use Google Trends. This gives you a feel for the vernacular commonly used for the topics you cover. Once you decide on your keyword/tag, create or use a Twitter hashtag. (See “HOW TO: Use Twitter Hashtags for Business”.) You are now set to get attention, but that is not enough … attention and attraction go hand and hand in this example.

The way you attract in business is you deliver something of value. What is it your customers value in the form of information, recommendations, subject matter expert tips, etc. – This is what you should tweet about to attract your target market. If you can do so within 140 characters (include your hashtag), go ahead, but if not, tweet a catchy headline and redirect the crowd to the full article or video/presentation/etc. Remember, insert the hashtag to make it easy for people to find you (get their attention). A good way to measure the Attraction-Factor is the number of responses provoked by your tweet. (Using the bit.ly URL shorten tool provides a count for you.)

You gain affinity by continuing to deliver value. That is, continue tweeting valuable information. Concentrate on what your potential audience wants and needs, not what you want to sell. Continue to position your brand by delivering subject matter expertise. Here is the start of a relationship. The relationship is the most important part of social media. People want to do business with those that they feel comfortable with. Use social media to establish this comfort level and relationship. A good way to measure whether you are getting Affinity-Traction is the increase in the number of “good” (not spam) followers you are getting on Twitter, and the hits to your specified URL.

If you have managed to capture a group that has affinity for you or your brand, you should now look to convert them to your audience. Examples of becoming your audience (there are many more than this) are RSS or bookmarking your site/blog, becoming a Facebook fan, connecting at LinkedIn, subscribe to your eLetter, etc. This is really systematically accomplished two ways: 1) continue to deliver value and thus your affinity group takes one “stickier” step to make sure they capture what you put out, or 2) to incentivise individuals to join. The incentivication is really a sub-program. Some have used surveys and games on Facebook (i.e. Southwest on Facebook ), some use giveaways, whitepapers, promotions, discounts, etc. Measuring your audience is fairly straight forward – but you should measure so you can see a cause-effect relationship of your activities … know what works well and what does not.

Some advocates will emerge from your audience because they genuinely like you or your brand and what you deliver and they are, well, social on social platforms. When this happens you are now extending to the reach beyond your audience – to your audience’s audience – one positive degree of separation from you. This new extended group automatically feeds into the A-Path – you already got their attraction and you have a good chance of traversing them to Affinity > Audience > new Advocate. An advocate may also simply mention your brand to friends or colleagues. I see these two scenarios as residual effects of good social media playing, but you really need a stronger, calculated strategy to capture advocates. That’s simple. Establish one-to-one relationships with the most social and vocal individuals in your audience. Zero in on their needs. Deliver to their needs. Build and increase trust. This will lead to ADVOCATES.

You should always listen to what people are saying about you or your brand in a social media context. This is true for advocates and nay-sayers. There is no shortage of tools to do this from a simple Google search to a host of other solutions. The best aggregation of monitoring tools I have seen is “A Wiki of Social Media Monitoring Solutions.”

Just a few more pointers and then you can go off to conquer the world …
1) Validate – make sure that you are using keywords in “Headline” tweets and/or hashtags that are commonly used by your potential audience. Do not assume what you call your trinket or service is the same thing the potential audience would use to find you and your competition.
2) Respond – search for retweets of your tweets, replies to your tweets and mentions of your username. Make sure to follow up with either a thank you or appropriate response. (Note A: TweetDeck can capture “replies” and “mentions”, but only if the “@” character is present prior to your username. Thus it is useful to use Twitter search as well.)
3) Personalize – I emphasized the importance of one-to-one relationships to strengthen advocates. Therefore, do not correspond one-to-one in a generic fashion. Try to make communication specific to the individual to yield a stronger relationship.
4)Have fun!

Remember, one size does not fit all and this is just one scenario. A successful social media endeavor must be tailored to specific objectives and competitive environment. Now go kick some @$$.

Social Steve


Filed under brand communication, brand marketing, brands, marketing, marketing plan, social media, social media marketing, Social Steve, socialmedia, SocialSteve, Twitter, Uncategorized, Word of Mouth Marketing

9 responses to “Executable Game Plan for Winning Ultimate Customers with Social Media

  1. Steve,

    great post- the elements are all there and in proper order with great detail and now the kicker- you need to add the time element- it will vary with community to community but most powers to be expect results so so quickly- that relationship part is like if it happens too quickly it a fling..fun maybe… but get to the marriage/ partner stage that part where your back is covered is longer and then man you have to work on keeping it going( I know I have been married for 25yrs now). When we talk social we could be using all the same terms- attraction, seduction, etc.

    We are now at the stage of human touch thru machines… Great Post – one of your new fans..
    ps. that wiki is the best on social monitoring tools.

  2. Steve,
    Great writeup. I would be curious to exchange ideas with you on integrating with Facebook, LinkedIn and even emerging Social Networks. I think you and I can both agree that Twitter only gets you so far.

    I would also add to your Twitter strategy that frequenting message boards of topics that are what your audience deems valuable will add to the clout of your Twitter voice. I encourage people to not just use their URL shortening on Twitter. To be quite honest Twitter audiences are too frenetic to hone in on them as a primary audience.

    Marc The Social Media Geek

  3. Great stuff Steve. As an SEO consultant I find much of these 5 steps applicable with one caveat to the Attention step. In one of my blog posts I say it from an SEO perspective in Is Your Content Worthy Of A Top Ranking?

    • Tom,

      Nice addition, but one simple question … what if your target audience is large enough for a winning business model, but not large enough to drive “top ranking?” For example, small local businesses where the local audience is not large enough to drive a ranking, but clearly important to the local business.

      Social Steve

  4. Excellent article. Like the “ATTENTION > ATTRACTION > AFFINITY > your AUDIENCE > your ADVOCATES” model

  5. Erik

    Hello Steve,

    Ran across your blog recently and was pleased to see so much practical information. Thank you.

    I have a quick question about developing advocates. If I have a facebook presence with tens of thousands of “fans/likes” how do I go about identifying those fans that have advocate attributes? From what I can gather, I can’t query Facebook’s database to identify those fans that have made xx number of comments on my company page in the past xx number of days. Is this correct?

    If that’s the case, how do I identify and generate a list of advocates based on activity on my company page and other activity within Facebook as a whole?

    Any insight would be greatly appreciated.


    • Erik,

      Thanks for your kinds words. To answer your question, you need to use a monitioring tool. There is an extensive list at http://wiki.kenburbary.com/ . Some that I have used (that are free) are socialmention, google alerts, moniterr, and collecta. In my current position, I use Sysomos (not free). Hope this helps.

      Social Steve

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