Customer Engagement Series: Big BAD Book of Social Media Marketing

It’s hard to remember that businesses were still very wary of social media in the early 2010s. They knew it was becoming crucial for customer interaction — but they also realized any mistakes would have a global audience. 

This was a key insight I discovered when using design research techniques to map out Zoomph’s onboarding customer journey. I learned that  our customers inherently wanted our social media dashboard product, but were afraid to say out loud that they needed confidence in how to use social media overall.

I presented to my stakeholders a strategic content plan: to deliver a social media guide to ANYONE who entered our ecosystem, even if they weren’t a customer. And, rather than deliver vague “how tos” that could change in an instant (when social platforms were evolving fast), I recommended delivering tangible examples of what not to do. This would help keep the tone somewhat silly, and soothe fears for companies worried about doing irreparable damage online.  

Thus, my self-authored Big BAD Book of Social Media e-book series was born! 

Results:

Through SEO/SEM alone, Zoomph saw thousands of e-book downloads, improving our organic pipeline of customer leads. Better still, our Sales team reported a whopping 60% increase in customer conversions when they included the E-books as a freebie in product demos! Zoomph began using this content as a “first-touch” with big clients they wanted to woo — which caught us the Washington Capitals hockey team, the New York Giants football team, and Alex & Ani national retailer.