FROM

FOLLOWERS TO

LOYAL CUSTOMERS

CLEMENTINE BERLIOZ-ARTHAUD

Sr Social Media Manager, HelloFresh

@HelloFresh

HOW TO INCREASE BRAND LOYALTY WITH SOCIAL MEDIA

VILFREDO PARETO PARETO'S PEAS PARETO'S RULE

The probability of selling to a new customer is 5-20%

but the probability of selling to a prior customer is 60-70%.

The average attention span

has become lower than 7 seconds

Most brands admit it is

5 to 7 times more expensiveto sell to new customers than to existing ones.

27% of businesses say that

social media has been their most effective channel for customer retention.

Sources: invesp & loyalty369

#1 BE EASY TO FIND

#1 BE EASY TO FIND

+ 73K %

#2 EDUCATE PEOPLE ABOUT YOUR BRAND

#3 EDUCATE PEOPLE ABOUT YOUR PRODUCT

How is your product improving people’s lives?

How do you make them happy?

What problem are you solving?

#3 EDUCATE PEOPLE ABOUT YOUR PRODUCT

#4 APPLY 80/20 RULE TO YOUR CONTENT

Engagement = brand support80% Content = Safe choices

20% Content = Innovations

SAFE NEW

#5 SPEAK TO THE RIGHT PEOPLE

Prospects Customers

#6 REWARD ENGAGEMENT

39%of Americans

have posted about

their brand experience

on social media

(55% of Millennials)

82% say they consult

reviews when

buying something

for the first time.

People are

x2 as likely to take advice

from a peer

on social media

than from a brand.

Source: Pew Research Center 2016

#6 REWARD ENGAGEMENT

#HelloFreshPics Contest Customer Regrams

#7 DELIVER SUPERB CUSTOMER SERVICE

12positive experiences

make up for

1issue.

70%of people

expect a response

within the hour

People are more

likely to purchase

from a brand that is:

• Honest (86%)

• Helpful (78%)

• Friendly (83%)

Sources: Help Scout, Adweek, Sprout Social

#8 LISTEN TO YOUR COMMUNITY

Customers aren’t part of the problem

They are part of the solution

#9 LOVE DATA

Community Growth

Engagement Rate

Answer Time

Conversions

Lifetime Value

KEY METRICS

#10 TOOLS TO SAVE TONS OF TIME

SUPERMETRICS

FALCON SOCIAL

CHATFUEL

GOOGLE ANALYTICS

& TABLEAU

Automated Reports Facebook Messenger Bot

Scheduling, Listening, Engaging Traffic, Sales, LTV

CHEAT SHEET

#1 Be easy to find

#2 Educate about your brand

#3 Educate about your product

#4 Apply the 80/20 rule to content

#5 Speak to the right people

#6 Reward engagement

#7 Deliver superb customer service

#8 Listen to your community

#9 Keep calm and love data

#10 Use tools to save tons of time

SOCIAL MEDIA

HELPS BUILDING

A COMMUNITY

OF ADVOCATES