You’ve probably heard it before—brand personality builds customer loyalty. And social media is the perfect place to let that personality shine. Social timelines are more than just a backlog of posts. Fans view social timelines like the pages of a brand diary. Within one quick scroll, customers should be able to understand the brand voice, the brand’s interests, what makes the brand tick, what the brand is most passionate about, etc.
For Milani Cosmetics, its Twitter is what transforms the brand into a person and gives it life.
Milani Cosmetics is passionate about color and affordable makeup (And not just a little makeup, but LOTS of makeup). Any zealot for cosmetics has this same guilty pleasure, and if you can’t beat the temptation- you might as well learn to laugh at it. After all, you can’t spell Twitter without “wit.”
Take a look at a few recent tweets from Milani that use wit and relatable experiences to build a contagious brand personality. #becontagious
Need more inspiration? Check out the Mashable article “25 Twitter Accounts to Make You Laugh,” and send us your funny tweets! @findingzealots
Someone you meet at a seminar might be your next employee. Elaina impressed with her questions, insight and most importantly, wit. Sarah, our Director of Online Marketing, nearly hired her on the spot. Some further due diligence, a little courtship, and Elaina joined our staff in November. She is already rocking it and making a huge contribution to our clients.
Elaina is a zealot for Mexican food, NPR and Golden Retrievers. She has served on more than one political campaign and is a self-described “9” on a scale of 1 to 10 as a risk-taker. We’ll let you reach out to her directly
to get further clarification on exactly what this means.
The Twitterverse is full of organic (and more recently, targeted
) customer interactions with brands, companies, sports teams, celebrities, spokespersons and the list goes on. People often use Twitter to give or receive a retweet of approval, to ask a question or to offer personal reviews of a service or product. The downside, however, is that negative customer experiences voiced on Twitter can result in a loss of sales and customer support, if left unresolved.
You may be thinking that Facebook should be included in this list when it comes to building optimal customer service. Although this channel is undeniably an important element of your company’s social presence, there are a few minor details that help Twitter stand out:
The key in relationship management is to provide customers the empathy or action they seek in the quickest amount of time. To be heard or comment on Twitter, just an @, #hashtag or keyword search is needed. Simple as that. And that leads us to the next point.
Twitter’s 140-character limit can be a hinderance when telling a long, drawn out story, but for customers that just want a short and sweet explanation, it is the perfect solution. When you tweet, keep it short and sweet. (Maybe throw in a rhyme or two while you’re at it. Totally kidding.)
Mobile compatibility makes almost all of our social media channels accessible wherever we go, and tweets function almost like texting. Links also push Twitter ahead of the crowd because users can access multiple links from the same home feed if they need to look up information quickly.
With Twitter, what you see is what you get. There is no need to access separate pages for company information because everything is visible on a scrolling timeline either as words or as links.
Because positive social interaction leads to increased sales and strong brand reputation, using Twitter as a customer service tool while keeping these 4 points in mind can mean big bucks for your business.
Anything you’d like to add to the list? Give us a shout! @findingzealots
It is a great time to be in the creative business. With just a digital camera and a post on a social media site, you are on your way. Of course, the holy trinity of creativity still applies: make it relevant, distinctive and interesting. Do that and you may create your own ‘media.’
This post used child labor (my niece), used markers, new poster board and about 30 minutes of time. The post generated 3,700 shares. Pew Research Center estimates the average number of friends by Facebook users is 338. Do the math – this post potentially generated 1,250,600 viewers. Compare that to CNN primetime that reaches 456,000. CNN commericals can run up to $30,000 per 30-second spot.
Still wonder why companies are running to social media?
An interesting twist in the world of “zealotry marketing.”
GRM has been handed the assignment of handling online customer service. Perhaps, not the traditional role of a marketing agency. But then again, GRM has long veered from that path.
A 5 percent increase in customer retention can generate a 75 percent increase in profitability, according to Forrester. So with the rate of online cart abandonment at 72 percent across retail, the need to identify strategies for driving customer loyalty and reducing drop-off is clear.
Why GRM? Our client requested we take on the assignment because we ‘speak the brand voice’ and respond faster than their internal channels. They correctly see that customer interaction is simply another touchpoint of brand engagement.
Want to talk customer service?
Probably not what your doctor suggests. But when it comes to marketing, isn’t that really what you want?
To see your brand go viral. Be liked. Shared.
For GRM, “be contagious” is an anthem. We desire to be contagious in the sense that we are those people, the kind sought out because they always add to the discussion. Our primary objective as an agency is to create and build zealots for our clients – create contagious content and campaigns. Just as importantly, we want to have a contagious spirit. Life is short. What we spend much of our waking hours engaged in should be fun.
GRM becomes the first agency for Melius
. Melius has a counter-intutive strategy: target those beginning their personal financial planning and offer a program to them that is simple, easy to execute and devoid of the typical financial jargon. Oh, and it’s free to consumers. Direct mail to trade and online media will play an important part of the introduction of Melius.
You expect a cosmetics company to have a great look to its site. Milani Cosmetics
is no exception – stunning visuals dominate. But it’s what’s underneath that separates this from most websites and well positions Milani against the category giants. At the end of the day, the Milani site is a combination of branding, navigational ease and commerce. Credits go to: the internal Milani team, Team Internet Marketing
, L.A. Productions,
and of course GRM
Easily the most comprehensive site we’ve developed. Some highlights:
- Clean, easy to navigate design
- Ask a Beauty Advisor feature
- Social integration throughout
- Both customer and expert reviews of products
- Italian-inspired blog
- How-to videos
- Full spanish site
- Ability to create a personalized wish list
- Always free shipping on orders over $25
- Color combination recommendations for products
- Custom vegan shopping experience
- Ability to purchase e-gift cards
Milani Cosmetics was named as one of the top 20 performing beauty brands in social media from January-June 2014 by Beauty Inc. of WWD.
Check out the new website at www.milanicosmetics.com
and let us know what you think.