CMT: I’m intrigued by the
idea of creating value for
your customers through
social media. What are some
means of achieving this that
you’ll be sharing?
CD: Value in social media is
often defined by the individ-
ual consumer. With so much
information available at your
fingertips, individuals naturally
develop a preferred method of
receiving what they consider
to be valuable content. Social
media allows you to create
many different types of content
and allows you to choose
which platform and medium
would best represent it. The
goal should be to speak to the
emotional and functional value
for your customers. Essentially,
creating a variety of content
– humourous, informational,
inspirational, etc. – which will
appeal to a broad spectrum of
customers.
CMT: What are one or two
of the other tips you’ll be
sharing with people on
improving their social media
presence? Are any tailored
specifically to print music
departments and products?
CD: We are keeping to the bare
essentials of best practice. We
want to share with people just
how easy it can be to use social
media for their business. One
tip we will discuss is what we
call the “golden ratio,” 30/60/10.
When posting on any social
platform, try using 30 per cent
original content, 60 per cent
curated from relevant exter-
nal sources, and 10 per cent
promotional material. In terms
of coming up with original
content, we want to encour-
age people in our industry to
personalize their amazing staff.
Get them involved with videos,
pictures, and blogs. It’s a great
way to not only boost your
social media presence in your
community, but simultaneously
boost morale and make your
company an exceptional place
to work.
HOW TO IMPROVE
THE CUSTOMER
EXPERIENCE
RIGHT AWAY
Tracy Leenman, Musical
Innovations
simple.” This philosophy allows
you to focus on your key, large
platforms such as Facebook
before venturing off into new
or on-the-rise platforms.
CMT: Starting generally,
what are one or two ways
retailers can improve the
customer experience in their
stores right away that you’ll
be sharing?
Tracy Leenman: First, let’s
go past “satisfied” customers
to “amazed” customers – as
the book says, Amaze Every
Customer Every Time. Every
interaction is an opportunity
to wow customers and create
lifetime relationships. Along
those lines, think of the lifetime
value of each customer. No one
transaction is worth losing a
customer, or having a customer
dissatisfied. Our session will