Activating data and user journeys

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Steering on conversion or retention
In the case of ILVA, a customer who shows interest in the brand is shown a link with an invitation to a web page. Based on the click behavior, specific campaigns are then shown, which are directed at conversion or retention. Of course, only the latest data from the last stream of the user journey is used.

top player on social media

ILVA automates its campaigns by using various tools that connect all customer data.

In order to constantly show relevant content to your different target groups, we need to work with distribution and customer journeys, respond to customers based on previous engagement and measure the effects of this. Organizing and structuring this flow of information using a tool is how you can be successful on social media. – Casper Noreen Frid, consultant social media ROI, Komfo

By working with these principles, you know that you are always investing your budget in the users that are most likely to convert to your objectives. For example, your objectives could be:

More engagement (based on best performing posts and audience)
More clicks (become more relevant)
Engage in dialogue more often (retention and new customers)
3. Sustainable ROI
Data activation and distribution strategy are the most discussed topics in my work, where I help many companies set up social media workflows. When it comes to creating long-term ROI for larger organizations on social media, there is one aspect that I cannot emphasize enough, the effect of communication based on customer lifetime value over one-way conversations.

The value of a returning customer, membership extension or additional registration for a newsletter is buy phone number list significant. That is why these workflows are also constantly evolving. – Casper Noreen Frid, consultant social media ROI, Komfo

Once the work structure has been set up using the above tips, it is important to keep it active. No customer journey is the same, so it will be necessary to constantly adjust. Test what works for you and what doesn't, and adjust the structure and content accordingly. By constantly keeping this in motion and continuing to measure the results, you will see that the ROI increases. This in turn offers opportunities to grow towards a more professional approach on social media.

In conclusion, you can say that there is a lot of low-hanging fruit for organizations on social media, which can be captured by starting to activate data and user journeys. The structure that you are going to set up for this, always starts with the following principles:

What are the objectives?
Which KPIs can be linked to this?
Into which segments is the target group divided?
Because you are touching different layers in the organization, it is wise to have the data checked by social media managers, among others. Provide direct reporting to the ultimate responsible persons or the management team. Set up this structure in such a way that it is understandable for everyone internally and works well. Then you can discover opportunities more easily, communicate the right content to the right target group at the right time, measure the effects and respond to them.