Utilizing Social Media for Customer Engagement

I was just interrupted during our onsite innovation sprint… “I’m sorry, but I don’t think that’s what our customers want.” We’ve been mapping our innovation roadmap all week, and something fascinating keeps happening: Our social team (who absolutely has a seat at the table) continuously brings a critical perspective: “The conversations on social are focusing elsewhere...” “Our listening tools show this is the actual pain point...” “Here’s what customers are saying in real-time...” Their insights can shift our next steps. And they are backed by data from thousands of real customer conversations flowing through social channels every day, unfiltered and honest. So the most valuable question we kept returning to during our onsite was: → Are we building what WE think matters, or what our CUSTOMERS say matters? Your social team isn’t just executing your social strategy - they’re sitting on insights that should be shaping your entire business strategy. How are you integrating social intelligence into your product roadmap? The answers might surprise you.

If more of your store sales start on TikTok lately, you might wanna read this. 𝘛𝘩𝘦 𝘴𝘢𝘭𝘦 𝘪𝘴 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘷𝘦𝘯 𝘦𝘯𝘵𝘦𝘳𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘰𝘳𝘦. The checkout happens in-store. But the sale happens everywhere else. Here's the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced. I can't emphasize this enough; here's what most brands miss—digital influence isn't just about online sales. It's about shaping every moment before the customer even walks into your store. L'Oréal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries. No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn't linear—it's layered: - They discover you on social - Research you through reviews and UGC - Try your product virtually through AR - Get retargeted with personalized content - Finally purchase in-store (feeling confident they're making the right choice) Every touchpoint matters, and every interaction influences the final decision. The brands winning today aren't just selling products—they're orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout. Digital discovery is increasingly pay-to-play and shoppers are paying attention. ++ Tactical Recommendations for CPG / FMCG Brands ++ 1. Beyond just having perfect, high SOV product pages, create discovery ecosystems. - Optimize for "zero-moment-of-truth" searches. - Activate shoppable content at scale. - Leverage user-generated content as social proof. Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases. 2. Connect digital engagement directly to retail execution. - Geo-target digital campaigns to drive foot traffic - Create "store-specific" digital content CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets. 3. Most important one; stop flying blind—measure digital influence on offline sales. - Implement unique promo codes for each digital touchpoint to track conversion paths. - Use customer surveys at point of purchase. - Partner with retailers on shared data insights Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #CPG #FMCG #AI #ecommerce Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlé Mondelēz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America

When it comes to social media my goal has always been to focus on my audience and adopt a client-centric mindset. Every post is intended to provide value to you. Every post is designed to help you while I share some stories along the way. Shifting to a client-centric mindset has been the key to my social media growth. And it’s often why others fail to grow. They make their posts all about them or they are boring and provide information that you can easily google. Adopting this mindset is important because it transforms the way you post and ensures your content provides real value to others. Here are some best practices to maintain the client-centric approach on social media: 1. Adopt a Client-Centric Mindset: Focus on what benefits your audience rather than showcasing your achievements. 2. Avoid Self-Promotion: Refrain from posting about awards or personal accolades. If you do post these, tell a story and make it about others. 3. Provide Value: Only share content that is helpful and relevant to your audience. 4. Show Rather Than Tell: Demonstrate your expertise through valuable insights and actionable advice. 5. High-Quality Content: Consistently post well-crafted and informative content. 6. Be Present: Regularly engage with your audience to remain top of mind with them. 7. Ask Key Questions: Before you post, ask yourself, “What's in it for my audience?" and "How can I provide value?" 8. Rethink and Rewrite: If a post doesn't answer these questions, reconsider its value. 9. Reinforce Expertise: Focus on content that highlights your knowledge without directly stating it. 10. Engage and Interact: Actively respond to comments and messages to build stronger relationships. Following these best practices will help you transform your social media presence and effectively engage with your audience. Let me know what you think of these tips in the comments! #linkedinexpert #linkedintips #linkedinmarketing #socialmediamarketing #personalbranding

The biggest marketing arbitrage for brands right now? Building a cross-channel creator community. If you're on TikTok Shop, this means launching a DTC creator affiliate community and pushing those affiliates to repurpose their content across all channels. Here's how to do it, even if you're not planning to scale big from the start: Base level - Protect your investment + boost performance: 1. Set up with Superfiliate or Social Snowball if you're a Shopify brand on TikTok Shop. 2. Create a Discord channel for all creators to protect against platform disruptions. 3. Give affiliates unique discount codes or links. 4. Coach them to share TikTok content on IG Reels, YouTube Shorts, and Meta Reels. This multiplies impressions, engagement, and sales without additional product seeding. But that's just the beginning... Advanced - Scaling your cross-channel community: 1. Build monthly influencer lists of 4k+ creators on Instagram and YouTube. 2. Use tools like Saral and Onsocial for sourcing. 3. Filter for followers (2k-100k) and engagement rate (2%+). 4. Use cold email software for outreach at scale. 5. Set up a 3-step email sequence with an auto-reply for interested influencers. 6. Seed product to new influencers. 7. Create an onboarding flow with Klaviyo, including a welcome challenge. 8. Invite active creators to your Discord. 9. Push Instagram and YouTube affiliates to create TikTok Shop content / and vise versa 10. Use your community as a content engine for UGC and partnership ads. This strategy onboards 100+ new opt-ins monthly to your DTC affiliate program with minimal friction. It's the direction we're pushing our clients to increase affiliate performance while protecting against potential platform disruptions. Remember, it's all about maximizing your reach and minimizing risk. Cross-channel is the future.

In Progress LinkedIn Lessons Learned (that I hope help you too): As I delve a bit deeper into content creation here, (including recently "earning" a "Top Voice Badge"), I've noticed some patterns over the past few months that resulted in more engagement and a growing audience: ⬇⬇ **𝐃𝐨'𝐬 𝐟𝐨𝐫 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐒𝐮𝐜𝐜𝐞𝐬𝐬** ✅ Share Your Passion: Post content that resonates with your lived and professional expertise and passion. Authenticity attracts engagement and this means the wins and the "pies in your face" moments alike. ✅ Timing Matters: Morning posts often outperform evening ones. Start your audience's day with your insights. ✅ Structure is Key: Use bullet points, arrows, numbered lists for clarity. Easy-to-digest posts get more attention. No text walls please. ✅ Consistency Wins: Post regularly at similar times. Experiment to find the sweet spot for your audience. ✅ Take Hints. If a bunch (say 20) posts on particular topic or style gets less engagement, try another topic. ✅ Engage Actively: Don’t just post; interact! Thoughtfully commenting on others' posts builds community. This includes responding to folks who care enough to comment on your stuff. It's called SOCIAL media for a reason. ✅ Recycle Your Hits: Don’t be afraid to repost successful content. Most of your followers everyone sees your post the first time. ✅ Notification Nudge:** Encourage followers to 'ring the bell' for notifications and never miss your updates. ✅ Ask and Offer: Pose thought-provoking questions and offer genuine value in your posts that people can take action on. ✅ Aim for 'Top Voice': Post useful stuff frequently, contribute to collective articles and discussions. It boosts your chances of recognition including Top Voice. It'll also grow your followers. ✅ Integrate video - People love to click on videos that emphasize the points in your post. The better the video quality, the more engagement. **𝐃𝐨𝐧'𝐭𝐬 𝐭𝐨 𝐀𝐯𝐨𝐢𝐝:** ❌ Quick Editing No-No: Avoid editing posts within the first 15 minutes of making a post. It can stifle your post's reach. I don't know why, but it seems to be a pattern. ❌ Over-using external links: Refrain from linking external articles directly in your posts. LinkedIn favors content that keeps users on-site. If you want to link to an article, do it in comments. ❌ Caution with company pages: I'm not saying don't post from a company page, but leader led comms are much more valuable and get more engagement than company pages that tend to be less personal and more salesy. ❌ Cut and Pasting Recent Very Recent Stuff: Will result in suppression. ❌ Scheduled Posts: For some reason, they always perform worse for me. **𝙍𝙚𝙢𝙚𝙢𝙗𝙚𝙧:** The landscape is ever-evolving. Algorithms and trends change, so keep exploring and adapting. The journey to becoming a LinkedIn pro is ongoing, and there’s always more to learn. I’d love to hear your thoughts and strategies for LinkedIn success. Let’s grow together please!!

Ready to create 🌟 GREAT content with LinkedIn posts in 2025 ⁉️ 🤔 Writing a great LinkedIn post involves crafting engaging, informative, and relevant content for your audience. Here are some tips and examples for various scenarios, along with explanations of how each strategy can help you stand out: 1️⃣ Sharing Industry Insights 💡Tip: Provide valuable information or insights about your industry. Use data, trends, or personal observations to add value. 💗 Example: "🚀 The future of cloud computing is here! According to recent studies, the global cloud market is expected to reach $832.1 billion by 2025. As cloud professionals, it's crucial to stay ahead of the curve by embracing new technologies and continuous learning. What trends are you most excited about? #CloudComputing #TechTrends" 🎯 Strategy: Sharing industry insights positions you as a leader and keeps your audience informed about important trends. Asking a question at the end encourages engagement and interaction. 😉 2️⃣  Celebrating Achievements 💡Tip: Highlight personal or team achievements. Be specific about what was accomplished and express gratitude. 💗 Example: "🎉 Excited to share that our team at T-Rex Solutions, LLC successfully migrated our customer infrastructure to Azure! This project was a massive undertaking, and I'm incredibly proud of the dedication and hard work of everyone involved. Special thanks to my team members for their exceptional contributions. #TeamWork #CloudMigration" 🎯 Strategy: Celebrating achievements showcases your accomplishments and acknowledges the efforts of your team. It also demonstrates your ability to lead and execute significant projects. 3️⃣  Offering Professional Advice 💡Tip: Share tips or advice based on your expertise. Make it actionable and relevant to your audience. 💗 Example: "🔑 Key to successful project management: Clear communication. Here are three tips to improve communication within your team: - Regular check-ins to ensure everyone is on the same page. - Use collaborative tools like Microsoft Teams for seamless interaction. - Encourage open feedback to address issues promptly. What communication strategies work best for you? #ProjectManagement #Leadership" 🎯 Strategy: Offering professional advice helps establish your credibility and provides practical value to your audience. Encouraging feedback fosters a sense of community and engagement. By following these tips and tailoring your posts to your audience, you can create engaging and impactful LinkedIn content that stands out and fosters meaningful connections. ⁉️ What are the various scenarios and strategies that work best for you, please share in the comments below ⏬ ⏬ ⏬ #Strategy #Leadership #SharingIsCaring Subscribe to the #CloudMarathoner LinkedIn #tag 👏👀 Stay tuned for more Azure, Automation & Security-related posts. Fᴏʟʟᴏᴡ ᴍᴇ 🎯 ᴀɴᴅ become ᴀ #CloudMarathoner ⛅🏃♂️🏃♀️ - 𝐋𝐄𝐓'𝐒 𝐂𝐎𝐍𝐍𝐄𝐂𝐓 👍 #alwayslearning #linkedinfamily #cloudfamily

The magic isn't just in HAVING warm audiences—it's in knowing HOW to enrich and activate them strategically across platforms. Here are some interesting examples you might not have considered. 1. Companies Engaging with Your Ads • Capture companies clicking on your LinkedIn ads • Enrich with prospect data • Expand targeting to the entire buying committee 2. ABM List Enhancement • Start with your account-based marketing list • Enrich with decision-maker data • Target full buying committees, not just primary contacts 3. Leverage Profile Engagement • Identify good-fit personal profile viewers & company page followers • Enrich with complete contact data • Expand to reach multiple stakeholders at each company 4. Web Visitor Identification • Use web identification tools to capture visiting companies • Enrich with prospect intelligence • Expand outreach to all relevant decision-makers 4. Pipeline Acceleration • Focus on companies already in your sales pipeline • Enrich with additional prospect data • Surround the buying committee with consistent messaging CROSS-CHANNEL ACTIVATION: The real power comes when you OWN these enriched audiences and activate them consistently across: A. LinkedIn ads B. Programmatic display, native image, native video, CTV, Audio C. Facebook/Meta ads D. LinkedIn connection campaigns E. Personalized email sequences This orchestrated approach creates a "surround sound" effect that significantly shortens sales cycles and increases conversion rates. What's working in your B2B audience strategy? Are you leveraging enrichment across all your warm audience segments? More resources + frameworks here - https://lnkd.in/gB-WQ82f #B2BMarketing #AudienceStrategy #ABM #MarTech #RevenueTech

Here's how I got my client to listen to her community instead of just her business My client, an owner of a local coffee shop, was puzzled. Despite active social posts, her coffee shop stayed quiet. She was shouting into the digital void. One day, she overheard customers: "I wish there was a quiet place to work with good Wi-Fi and late hours."  Lightbulb moment! She shared with me over the discovery call that she'd forgotten to listen to her community. I changed her approach. 1. Tuned In: Followed local hashtags, joined community groups. 2. Read Between Lines: Noticed discussions about study spaces and late-night coffee needs. 3. Adapted: Extended hours, upgraded Wi-Fi, created quiet zones. 4. Engaged: Joined conversations, shared tips beyond just promotions. 5. Measured: Tracked mentions and sentiments. Result? Her shop became the go-to spot. Revenue doubled, engagement soared – all from posting smarter, not more. Most businesses focus on sales rather than social listening, so here's why social listening matters to all brands: 1. Uncover needs 2. Improve offerings 3. Manage crises 4. Gain competitive edge 5. Build authentic connections For those of you who are missing that vibe in your business, I would like to set a challenge: 1. Observe your niche for a week without self-promotion. 2. Find three surprising audience insights. 3. Plan strategy adjustments based on these. Share your biggest revelation! How will you transform your approach? #SocialListening #DigitalMarketing #BrandStory

Grateful to be featured in the "Shoptalk Hot Takes" interview by Blenheim Chalcot and ClickZ.com alongside George Looker to unpack omnichannel commerce. 5 key takeaways and tactics from my conversation: 1. Design for Customer Continuity, Not Just Channel Expansion 💡 71% of customers expect brands to personalize interactions across every touchpoint. Tactical: Map out customer journey across channels, then design experiences that recognize and reward continuity—cart persistence, loyalty rewards, browsing history sync, etc. 2. Build the Infrastructure: Unify Data Streams Across All Touchpoints 🧠 Data fragmentation = missed opportunity Tactical: Integrate POS, e-commerce, mobile, social, and marketplace data into a centralized data lake or unified commerce platform. 3. Establish a Single Source of Truth for Customer Profiles 🔍 Brands with unified profiles see up to 2x better campaign performance. Tactical: Implement Customer Data Platforms (CDPs) to consolidate behavioral, transactional, and engagement data into unified customer profiles. 4. Partner Strategically for Scale, Not Just Stack ⚙️ A bloated tech stack doesn’t equal agility As I noted, Retailers are getting sharper about which partners can scale with them. Ecosystem efficiency matters more than ever. Tactical Step: Audit your tech stack and partnerships consistently. Prioritize partners that offer extensibility, future-proofing, and proven omnichannel success. 5. Measure What Matters: Unified KPIs Across Commerce 📈 You can’t optimize what you don’t measure holistically Tactical: Align your analytics stack to report holistically across channels—tie marketing to merchandising, CX to LTV, and inventory to revenue. 🧠 Bottom line: think holistically, move strategically, and build ecosystems that scale experience with agility, not just transactions. Complete list in comment 👇 #ecommerce #omnichannel #unifiedcommerce

Feeling stuck? 😩 Growth on social doesn’t have to be scary or complicated. Oftentimes, it’s about tweaking a few basics: 1️⃣ You’re Posting… But Not Strategically Posting frequently is important, but if your content doesn’t align with your audience’s needs, it won’t get traction. Think quality over quantity—each post should offer value and speak directly to your audience’s pain points. 2️⃣ Your Profile Isn’t Fully Optimized A vague or cluttered bio is a missed opportunity. Make sure your bio clearly states who you serve, the problem you solve, and a call to action. Don’t forget to use searchable keywords! 3️⃣ You’re Not Speaking Their Language If your posts don’t sound like how your audience speaks or thinks, they won’t feel connected. Research the terms, slang, and tone your audience uses, and mirror it in your content. 4️⃣ No Clear Next Step (CTA) Every post should guide your audience to a clear next action—whether it’s engaging, following, or downloading a resource. Without a clear call-to-action, you’re leaving potential engagement on the table. 5️⃣ You’re Ignoring What’s Working Review your analytics to see what content resonates most. Double down on what’s working and stop wasting time on posts that don’t generate interest. Track engagement patterns and adjust accordingly. 🌟 Little-Known Insights 🔵 Use Alt Text for SEO: When posting images, utilize the Alt Text field to insert keywords relevant to your niche. This helps with discoverability on platforms like Instagram. 🔵 Maximize Your Name Field: On Instagram, the name field is searchable! Instead of just your name, add a keyword that describes your services (e.g., “Content Strategist”). 🔵 Pin Your Best Content: Keep high-performing, value-packed posts pinned so they’re always visible when new people check out your profile. With a few confidence-building changes, you’ll start to see growth right where it matters. It could be visibility, engagement, and/or lead generation. Did I miss anything? What’s another underrated tip to make growing on social feel less overwhelming? #GrowthOnSocialMedia #SocialMedia #ProfileOptimization #SocialMediaStrategy