Do fans make good customers? [The role of social media in customer loyalty.]
0 likes396 views
The document discusses the evolving role of social media in marketing, noting a significant decline in organic reach on platforms like Facebook. It highlights challenges marketers face in measuring ROI and effectively engaging customers, using case studies such as SMRT's poor customer service and Kraft's successful product development through online community engagement. The text suggests that emotional and psychographic loyalty, along with effective customer service, are crucial for successful social media strategies.
1 of 18
![Listed operational hours on the official
twitter account
Utter unwillingness to respond
timely and effectively
Updates on train delays / breakdowns
took more than 1hr 20 mins to
disseminate
Tone of updates - antagonistic &
condescending
In one major breakdown where 4 trains
were stranded, trapping 1000 passengers
in train cars without ventilation or
lighting, SMRT made a broadcast to their
taxis with income opportunity
messages, while their FB page is
peppered with status updates of
promotions and competitions.
Cisplays ignorance in real world
circumstances & insensitivity
[Case Study] SMRT A failure in customer
service
SMRT only began their foray into
social media under public pressure
resulting from constant service
stoppages and ineffective early
warnings.
The results were however,
disastrous.](https://image.slidesharecdn.com/customerloyaltyconference2013-03-27share-140513002852-phpapp01/85/Do-fans-make-good-customers-The-role-of-social-media-in-customer-loyalty-14-320.jpg)
![Hosted an online community 150
opinion leaders in health & nutrition
Discovery:
Women had trouble
maintaining their diets
throughout the day
Result:
An entire line of 48 products
developed in 16 months
South Beach line boasted
$100 million in sales in its first
six months on the market
[Case Study] Kraft South Beach product
dev
Kraft Foods partnered with South
Beach Diet to introduce a new meal
and snack product line.
Source: Kraft Tallies $100M in Sales Lift By Tapping Into Online Communities by Amabda F. Batista
http://www.demandgenreport.com/industry-topics/archives/feature-articles/120-kraft-tallies-100m-in-sales-lift-by-tapping-
into-online-communities.html#.Uy6fGvmSxyw](https://image.slidesharecdn.com/customerloyaltyconference2013-03-27share-140513002852-phpapp01/85/Do-fans-make-good-customers-The-role-of-social-media-in-customer-loyalty-15-320.jpg)
![Do fans make good customers? [The role of social media in customer loyalty.]](https://image.slidesharecdn.com/customerloyaltyconference2013-03-27share-140513002852-phpapp01/85/Do-fans-make-good-customers-The-role-of-social-media-in-customer-loyalty-16-320.jpg)
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Fons油van Dyck(Branding, marketing and Communications advisor & Vrije Universiteit Brussel) besprak hoe merken en bureaus zich bewegen in een wereld vol maatschappelijke onrust, technologische versnelling, klimaatproblemen en culturele polarisatie.Decoding Guest Journey & Impact of AI on Commercial Strategy
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Consistency drives business outcomes for UK and US brands, can is drive the same for Indian brands?
Are Indian ad agencies unable to bring consistency to the game?
Also, if you keep your agency and fire your CMO, you gain more as the agencies chances of bringing freshness is higher than someone focussed solely on keeping their job!!!COTTON BEDSHEET PRESENTATION UPLOAD BY PREKSHA
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Key Takeaways:
1. A practical approach and framework for identifying and prioritizing AI opportunities that align with your business goals and deliver measurable ROI 2. Proven strategies for leading change management and driving AI adoption across traditional sales and marketing organizations 3. Real-world tactics for scaling AI initiatives while balancing innovation with practical implementationPURE COTTON COMBO SUIT SET BY JULU FABRICS
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In today's interconnected world, a robust digital presence is no longer optional; it's the cornerstone of business success. From compelling websites to intuitive mobile apps and strategic digital marketing, companies need a reliable guide to navigate the ever-evolving digital landscape. This is precisely where Easywebplans IT L.L.C Dubai UAE emerges as a beacon of innovation and expertise.Why Digital Marketing Funnel no longer works
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Unlock the full potential of your online presence with our comprehensive SEO Marketing Strategy. This pdf covers powerful techniques like keyword research, on page SEO, backlink building, technical SEO and performance analysis. Perfect for digital marketer, entrepreneur, business owner or blogger looking to grow organic traffic and boost search engine ranking. this guide provides actionable tips to help you drive consistent organic traffic. ideal for pdf submission, backlinks and content distribution.Common Mistakes That Kill Your Income Potential from Guest Posts
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Discover the most common mistakes that silently kill your income potential from guest posts. This presentation highlights issues like poor site targeting, weak SEO, missing CTAs, over-promotion, and lack of performance tracking. Learn actionable tips, smart blog management practices, and tools like SEOViser and Speed SEO to boost your guest post ROI.Bulk Voice Call Solutions to Reach Thousands Instantly
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Giep geloofde sterk dat merken vooral bestaan in het brein van de consument. Daarom vertelde Roeland Dietvorst(Strategisch consultant & Neurowetenschapper) over neurowetenschappelijke inzichten in merken en merkcommunicatie.Local SEO Audit Mastery: Boost Your Business Visibility & Dominate Local Search
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Unlock the secrets to dominating local search and driving real-world customers to your business with this comprehensive Local SEO Audit course! Whether youre a business owner, marketer, or SEO professional, this class provides a step-by-step framework to evaluate and optimize your local online presence.
Youll learn:
The essentials of a Local SEO Audit and why its critical for business growth
How to optimize your Google Business Profile for maximum visibility
Technical SEO best practices: mobile-friendliness, site speed, schema markup, and more
On-page SEO strategies, including local keyword optimization and location pages
Ensuring citation and NAP (Name, Address, Phone) consistency across the web
Effective review management to build trust and boost conversions
Competitor analysis techniques to uncover ranking opportunities
Actionable solutions for common local SEO pitfalls
A proven implementation roadmap to track, prioritize, and sustain your local SEO success
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What if Your Business Only Had One Billboard?
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Kenya Media Landscape 2025 By GeoPoll Kenya
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This presentation offers key insights into how Kenyans are consuming media in 2025, based on data collected through TuuCho GeoPolls new digital-first, real-time research platform. Covering all 47 counties with a sample of 1,471 respondents, the report provides a nationally representative view across age, gender, income, education, and urban-rural dynamics.
Key highlights include:
93% of Kenyans are online and using social media, across all demographics.
WhatsApp, Facebook, and TikTok dominate digital engagement.
TV remains relevant for mass reach and family viewing, with over 90% penetration.
Radio still resonates, especially in rural areas and among Gen X.
Mobile phones are now the primary media devices across formats.
The report captures the shift to a digital-first, mobile-centric, and multi-platform media ecosystem. From short-form video to talk radio, binge-worthy content to trusted news, Kenyans are consuming more content than ever but across fragmented channels.
While this is a preliminary dataset, with further analysis underway, it already signals critical shifts that marketers, media strategists, and policymakers must understand. The future of media in Kenya is hybrid, fast, and mobile-driven and your content and campaigns must reflect that reality.AI Marketing Master Class - Susan Westwater, Scot Westwater
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Ad
Do fans make good customers? [The role of social media in customer loyalty.]
- 1. Social media - miracle cure or panacea? Do fans make good customers? Wong Wan Ling 27 March 2014 E: wanling@gmail.com skype: joanisabellewong http://sg.linkedin.com/in/wanling http://cardmarketing.blogspot.com
- 2. "Try not. Do or do not." Yoda
- 3. Surprised? Source: iAcquire & Survey Monkey (http://www.iacquire.com/blog/social-behavior-the-big-game-a-study-with-surveymonkey)
- 4. Declining reach Source: Oglivy Social (http://www.ogilvydo.com/facebook-zero/#.Uy6P6fmSxyz) February 2014, organic reach hovered at 6 percent, a decline of 49 percent from peak levels in October. Organic reach to approach zero in the foreseeable future.
- 5. The confusion 83% of marketers indicate that social media is important for their business. (Source: Social Media Examiner) 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social marketing. (Source: Adobe) Retail is the top industry that has acquired customers through Facebook. (State of Inbound Marketing, 2012) Marketers struggle with lead generation on Facebook. (Social Media Examiner)
- 6. The changing psychograp h Source: iAcquire & Survey Monkey (http://www.iacquire.com/blog/social-behavior-the-big-game-a-study-with-surveymonkey)
- 10. The nature of loyalty Emotional Loyalty Psychographic Loyalty Transactional Loyalty
- 11. Loyalty can be lifted with the right loyalty levers Emotional Loyalty Psychogr a-phic Loyalty Transactional Loyalty Customer Service & Product Development Interact & Engage Inform & Update
- 12. Social influences on loyalty levers Product Showcase Brand Advocacy News & Updates Post-Sale Support Com- munity & Network Customer Service & Product Development Interact & Engage Inform & Update
- 13. Unexplored uses Intelligence gathering Product development Business support Customer service Product development
- 14. Listed operational hours on the official twitter account Utter unwillingness to respond timely and effectively Updates on train delays / breakdowns took more than 1hr 20 mins to disseminate Tone of updates - antagonistic & condescending In one major breakdown where 4 trains were stranded, trapping 1000 passengers in train cars without ventilation or lighting, SMRT made a broadcast to their taxis with income opportunity messages, while their FB page is peppered with status updates of promotions and competitions. Cisplays ignorance in real world circumstances & insensitivity [Case Study] SMRT A failure in customer service SMRT only began their foray into social media under public pressure resulting from constant service stoppages and ineffective early warnings. The results were however, disastrous.
- 15. Hosted an online community 150 opinion leaders in health & nutrition Discovery: Women had trouble maintaining their diets throughout the day Result: An entire line of 48 products developed in 16 months South Beach line boasted $100 million in sales in its first six months on the market [Case Study] Kraft South Beach product dev Kraft Foods partnered with South Beach Diet to introduce a new meal and snack product line. Source: Kraft Tallies $100M in Sales Lift By Tapping Into Online Communities by Amabda F. Batista http://www.demandgenreport.com/industry-topics/archives/feature-articles/120-kraft-tallies-100m-in-sales-lift-by-tapping- into-online-communities.html#.Uy6fGvmSxyw
- 17. Can you? Do you? Have you? Timely response Accurate information Appropriate channel(s) Organization ready Affordability
- 18. "Try again, fail again. Fail better." Samuel Beckett