Becky Carroll, Director of Social Media Strategy at PwC Consulting, joins the Social Pros Podcast this week to discuss the impact of trust (or lack of trust) on consumer behavior, how social can improve a customer’s experience of a brand, and social media’s newest maturity level.
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- From ExactTarget, a free study called the 2014 Mobile Behavior Report.
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- From Janrain, a free consumer research report on social login and personalization.
- And from Expion, a free report on the top 50 retail brands’ social media use in 2013.
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On April 1st, join Jay Baer and Janrain for a webinar entitled Eureka! 7 Ways to Mine the Hidden Gold in your Customer Data. The more you know about your customers, the better experience you can provide for them.
Social Improves the Customer Experience
Becky Carroll’s team helps the companies that consult with PwC to take the next step on their social media journey, taking them from one-way broadcasting, through experimenting with different platforms and techniques, all the way to engaging fully with current and potential customers.
Study after study has proven that customers spend money with companies they trust, but trust isn’t built at only one touchpoint; it’s built 3-dimensionally across all of a customer’s interactions with a brand. People use social as an integral part of their decision-making process, from search to research to purchase.
If social is the air around us rather than separate from the rest of life, though, that makes it more difficult to measure and plan. This is really the point where brands need to experiment and get comfortable with their own voice.
As social becomes increasingly pervasive in every day life, the metrics, tools, and strategies are maturing. It’s important not to get stuck in a rut of our old social ways in the midst of the new ways to measure ROI, find customers, and engage in conversation.
Social Media Number of the Week: 25%
Jeff is surprised. 33% of adult women in the United States are using Pinterest these days, as opposed to only 8% of their male counterparts. That gender gap of 25% is the biggest of any of the major social media platforms. This is according to a new infographic from MediaBistro entitled Women Dominate Social Media.
Pinterest has long been preferred by women, but Jeff expected the usage to even out a little more by now. There are plenty more numbers to dig into in the rest of the infographic, too.
A few weeks ago, Amtrak announced a writer residency program that offers free space, in the form of a roundtrip ticket on their trains, for writers to write. The original idea was in response to tweets asking for a writing residency. But Amtrak continued to take listening on Twitter to a next level by creating a sponsored Amtrak trip to SXSW. The “Holy Social!” from that link? 90% of Amtrak’s daily tweets are @ replies.
Amtrak’s Twitter page is getting a great response to all their listening and conversing. Will appealing to a younger and more creative demographic through social media cause a train revolution in the United States? Only time will tell.
The Big Two
What’s your one tip for becoming a social pro?
“Be where your customers are.” It doesn’t matter what the “next big thing” is in social. All that matters is that you meet your customers where they are.
If you could do a Skype call with any living person, who would it be?
Arnold Schwarzenegger. Listen to the podcast for Zena’s awful impression of the Governator.
See you next week!