So you’re a social media marketing agency and you are managing account for your clients, and you are wanting to take the results to the next level. You have set up the accounts, are regularly and frequently sharing valuable content in the various streams and are of course engaging and building relationships. Now you may even be asking yourself a few important questions like;
How do I implement it once I know?
Sound familiar? We thought so. We have been there. Previously to becoming a social media software company, we were a social media agency. We dealt with this question frequently and discovered that as it relates to retail client’s, there is one specific thing you can do to make a clients social media marketing more effective, more quickly. What is it?
Teach the client’s staff to understand and leverage their face-to-face contact with customers around social media.
Today’s consumers are incredibly connected online through social media, and an ever-increasing part of that connectivity is through mobile. Ensuring your client’s staff understands this and teaching them to recognize and utilize “in store” opportunities that further the overall social media marketing effort is essential. Using the staff to magnify and multiply the social media exposure is important for a comprehensive strategy that delivers.
Here are some key points to follow for best results:
1) Group Training – If at all possible do a group training that brings all the staff that has consumer contact together in one place at one time. Be careful to only explain the basics of social media marketing, and not get into the deep details. You just want the group to have a decent understanding of it.
Going too deep into social media marketing will often cause the team to lose interest, get bored and take way too long. Keep it simple and short.
If your client location is not local to you, schedule a Google Hangout or Skype call with the client when they can have their staff together in a room for you to train all at once. Recording the training for use with new staff members can also be very helpful.
2) What You’re Doing – Be sure that the staff understands what the general strategy of the social media program is all about. They should know what you are doing for the client so they can answer basic questions when in a conversation with a visiting customer.
3) Spotting Customers – Teach the staff what to watch for when customers are in the store. Train them to keep an eye out for customers using or carrying smart phones and tablets, etc. If someone has a smart phone or tablet, they are likely a social media user.
Be sure that you cover the things likely to be asked of them about the client’s social media and give them some opening comments or questions they can use to bring it up. Things like:
– Are you guys on Facebook?
– Have you checked in on Foursquare?
– Are you following us on Twitter for our specials?
Prior to doing the staff training, work with the client to establish some kind of discount program for likes and follows, enabling the staff to incent customers to like the company page, follow and mention on Twitter, check in on Foursquare, etc. If the client is agreeable to the incentive program, be sure to have the details for the staff when you do the training.
4) Client SM Accounts – One of the most important things the staff must know off the top of their heads is what the client social media account names are. Make sure to go over all of the networks the client is on and the exact account names customers can use to find them.
Adding signs on the doors and at check out counters with the social media account names will not only aid staff in remembering, but also remind customers that the client is there.
5) Handouts – Prepare handouts with the bullet points that you covered in the meeting so they have something to reference once you leave.
6) Make It Personal for the Staff **MOST Important**- If there was one thing we learned as an agency going through these steps with a client, was that making it personal and beneficial for the employees to do these things is imperative. In other words, have an answer for “what’s in it for them”.
Example: If the client is a restaurant, help the staff understand how they can make bigger tips by talking about social media with their customers. Give them examples of how they get bigger tips when they connect with customers about sports teams and how social media users are often even more fanatic than sports fans. Making the human connection with a customer about social media can result in bigger tips. If the client is some other kind of business, work with the client to create contests for the staff that enables them to win small bonuses or store credits, etc.
The point is, make it personal and beneficial for the staff to get on the social media marketing program.
Getting staff involved in the right ways with on site customers will make a significant impact on the overall social media marketing effort you are managing for them. If you do it properly, it will make your agency’s job much easier and the community growth, engagement and revenue results considerably larger and faster.