Article Number: 5875
Armstrong World Industries: The value of listening
By Amanda Meyers Public relations manager, Armstrong
Armstrong is the number one trusted flooring brand among consumers. How do we do it? We listen. Today Armstrong is learning the value of listening to customers in a whole new way—through social media—and we encourage retailers to do the same.
Social networks such as Facebook, microblogs like Twitter and photo sharing sites for example, Flickr, are just a few of the new social media forums consumers are frequenting. How can you use these new online and social media tools to increase your business? It might not be as hard as you think.
First, find your customers. Just as you would choose to place your advertising in a location targeting your customers, you will want to listen and monitor those social media forums your current and potential clients frequent. One of the advantages of social media is that consumer demographics are well defined so it is easy to identify where your customers are likely to be.
For example, research indicates that LinkedIn members are likely to be affluent, college-educated and join groups, while Facebook members are likely to be female, age 35 years or older, and read updates from “friends.” Spend some time exploring these sites to find your customers.
Second, monitor the social media forums in which your customers and products appear. Many social media users share their experiences regarding companies and products. In fact, up to 60% of adults online in the U.S. use social media to interact with companies. Facebook members can influence the purchase decisions of friends and family by becoming fans of products or companies they admire. Take time to find out who the influencers are among your customers online.
Lastly, create a plan for engagement. Many in the flooring industry are just beginning to realize the potential of social media to build customer trust, loyalty and confidence. The opportunity for retailers to engage consumers before they even enter the store provides a whole new avenue for communication. Plus social media offers a forum for unprecedented levels of customer service by allowing retailers to continue the conversation with their clients while they explore their flooring options and even after they select and purchase flooring.
Create a plan to engage your customers online. Start small by doing something as simple as leaving a thank you comment on a blog that mentions you or your product.
By listening to and monitoring your customers online, you will learn how to engage your customers in meaningful and relevant ways.
Armstrong is the number one trusted flooring brand among consumers. How do we do it? We listen. Today Armstrong is learning the value of listening to customers in a whole new way—through social media—and we encourage retailers to do the same.
Social networks such as Facebook, microblogs like Twitter and photo sharing sites for example, Flickr, are just a few of the new social media forums consumers are frequenting. How can you use these new online and social media tools to increase your business? It might not be as hard as you think.
First, find your customers. Just as you would choose to place your advertising in a location targeting your customers, you will want to listen and monitor those social media forums your current and potential clients frequent. One of the advantages of social media is that consumer demographics are well defined so it is easy to identify where your customers are likely to be.
For example, research indicates that LinkedIn members are likely to be affluent, college-educated and join groups, while Facebook members are likely to be female, age 35 years or older, and read updates from “friends.” Spend some time exploring these sites to find your customers.
Second, monitor the social media forums in which your customers and products appear. Many social media users share their experiences regarding companies and products. In fact, up to 60% of adults online in the U.S. use social media to interact with companies. Facebook members can influence the purchase decisions of friends and family by becoming fans of products or companies they admire. Take time to find out who the influencers are among your customers online.
Lastly, create a plan for engagement. Many in the flooring industry are just beginning to realize the potential of social media to build customer trust, loyalty and confidence. The opportunity for retailers to engage consumers before they even enter the store provides a whole new avenue for communication. Plus social media offers a forum for unprecedented levels of customer service by allowing retailers to continue the conversation with their clients while they explore their flooring options and even after they select and purchase flooring.
Create a plan to engage your customers online. Start small by doing something as simple as leaving a thank you comment on a blog that mentions you or your product.
By listening to and monitoring your customers online, you will learn how to engage your customers in meaningful and relevant ways.
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