Key steps to boosting retention and stopping the cycle of reacquisition
The economics of social audience engagement has undergone another seismic change. The absence of meaningful audience insights, and falling organic reach has put the onus on brands to adapt.
However the opportunities to respond are plentiful. Through operating live social business models, controlled by the brands themselves and synchronised with social networks, brands will be provided with vital live audience insights making real retention strategies viable and avoiding the continuous cycle of reacquisition as the value of organic posts continue to fall.
How to achieve success?
- Understand who you are talking to
The first step towards having an effective social retention strategy should be authenticating your audience. Bots currently make up between 9%-15% of active users on a social platform, damaging metric’s veracity and wasting budgets.
- Make mobile|social the focus
Authenticating via mobile provides brands with an added layer of validity, instantly adding security to payments and increasing the value of the collected data.
- Live insights
Static data represents today’s benchmark, offering a snapshot of a consumer lifestyle with brands having to infer future behaviour.
However live data provides a real-time stream of insights, including location, weather, nearest store location. These data points can then be combined with purchase data to create an in-depth, live customer profiles.
- Control your own social business model
Live audiences are dynamic and brands hoping to take advantage must have flexible social business models able adapt to this shifting behaviour.
- Automated campaigns have arrived
Through building complex, live audience profiles and having flexible social business models, brands will begin to really understand and adapt to audience behaviour. Leading to more precise, predictive analytics, allowing brands to truly begin automating campaigns.
- Getting personal
Tailoring content to each targeted individual is key for conversions, increasing the positive connection between customer and brand, with 60% saying that personal relevance of content created a stronger connection.
ESPN Cricinfo found that app users were the strongest brand advocates, accounting for 5 times the number of page views per visit as non-app users. The key reason associated to this was the high level of home screen personalisation for users. Which has helped draw advertisers such as Bet365 and BT Sport on to the site due to increased understanding of their audience.
Crafting data driven content and opening that conversation with the individual will drive future purchases, providing between 2x and 14x more incremental revenue per visitor.
If you remember one thing – a retained audience is a valuable audience
By stepping through this process of authentication, gaining live audience insights and personalisation of content, brands can begin to really deepen relationships with their customers.
Not only will relations improve with customers, but also with advertisers and partners alike. A retained audience is a valuable audience, but there has to be desire to change first.
Luke Newsum is a marketing executive at GLOBALDRUM
We like exploring commercially led best practice, and solving social business problems without precedent. We are pleased to exchange challenges and solutions.
 Entrepreneur, 2017
 Digiday, 2017
 eConsultancy, 2017