This past fall, I was invited to speak on a panel about content marketing at the MarketingProfs Digital Marketing Mixer. While there, I spent a lot of time talking to my fellow speakers, as well as the attendees hailing from companies large and small, about what social media means to customer loyalty. If we think about the “4 Ps of marketing” (product, price, place, and promotion), they are all still applicable to the new media world we are working in today. What some are calling the 5th P, participation, seems to fit very nicely with a social media model.
However, I believe that participation applies to much more than just social media! If we get our customers to participate with us on an ongoing basis, we learn so much more about them than we could in any other arena. This will lead to (on the customer’s part) trust, better engagement, preference, word of mouth, and ultimately brand loyalty.
I also had the opportunity to talk about this subject to Chris Brogan at the MarketingProfs event. We discussed why those who want to build a relationship with their customers should consider using social media. And not using it just to talk; using it to finally, truly listen to customers. Chris recently wrote about the difference between having an audience and having a community on his blog. I think an audience is something that you talk at; a community is something that you talk with and participate in. Chris was nice enough to put his thoughts on video for me as I asked him to talk about social media and customer loyalty. (Note: the conference was in Arizona, hence the cacti – and the slight wind noise)
Here at Customers Rock!, I endeavor to have a place where we talk together about taking care of customers. I realize I have not been carrying on my side of the conversation a lot lately as I have been heads-down working on my new book. I will hold up my side of the bargain and be here to talk with you more frequently – now it is your turn to join in! Thank you all so much for being part of this, and many thanks to you, Chris, for your valuable time.
(Image credit: Paha_L)