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Jared Hamilton
From: Jared Hamilton
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Dennis Galbraith

Dennis Galbraith Chief Marketing Officer

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Social Media Alignment Is A Good Start

 

Borrowing from a Seth Godin article on alignment, the relationship between a customer and your business only works if you and the customer both want the same thing. I adapted Mr. Godin's thinking to social media.

Social Media Alignment

  • Your customer wants a place they can shop with confidence, as though they had a friend in the business hooking them up to a fair deal with no hassles. If this is why you are engaged in social media, to provide a relationship your customers can feel protected by, then your social media effort is aligned with this shopper, and you know which shoppers you are primarily aiming to reach, engage, and nurture.
  • Your customer wants a place they can easily pull information from and give it to a friend. You want to make it easy for them to find and distribute useful auto shopping and/or ownership information.
  • Your customer wants a website or page they can proudly refer friends to. You want to provide online content shoppers can confidently send their friends and family to.
  • Your customer or prospective customer wants to find the lowest prices or highest values possible. You want to sell cars at the lowest price possible or provide the best values possible and are willing to spend money and work hard to demonstrate that.

Social Media Misalignment

  • Your customer wants a place they can shop with confidence, as though they had a friend in the business hooking them up to a fair deal with no hassles. You want to bombard customers with sales messages until they surrender.
  • Your customer wants a place they can easily pull information and give it to a friend. You want to get to their friends directly.
  • Your customer wants a website or page they can proudly refer friends to. You want a website that converts shoppers to tracked leads, regardless of whether shoppers find the information they are looking for.
  • Your customer or prospective customer wants to find the cheapest deal possible. You want shoppers to come in believing your deals are fair, then fleece them for all they've got.

I'll be presenting on Hard Social Media Data: Analytics That Prove Your Return or Wasteful Investment at Driving Sales Executive Summit on October 10.

Bryan Armstrong
Love it! The Golden rule still applies especially in on-line/SM. If you'd block it in your feed, why wouldn't your customers? Great post and look forward to seeing you at DSES!

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