How can you use social media to track customer journeys?

✅ Map touchpoints: Identify where customers interact with your brand (posts, stories, DMs). ✅ Define goals & metrics: Set specific goals for each journey stage (awareness, decision, loyalty). ✅ Leverage analytics: Use tools to track interactions and measure performance across platforms. ✅ Listen & engage: Monitor conversations, answer questions, and build trust. ✅ Gather feedback: Run surveys and polls to understand customer experience and preferences

The customer journey refers to the series of steps or stages that a customer goes through when interacting with a brand, from the initial awareness of a product or service to the final purchase and beyond. These stages typically include awareness, consideration, decision, and post-purchase evaluation. Understanding the customer journey helps businesses better tailor their marketing strategies and customer experiences to meet the needs and expectations of their target audience at each stage.

Imagine a rollercoaster made entirely of digital touchpoints. Your customers start with a gentle social media ad (the climb). Then they explore your website (the first drop), compare your products (the loop-de-loops), and finally make a purchase (the peak), ideally leading to loyalty (the cooldown). Every step of the journey can make or break their experience, so it's your job to be the master engineer, carefully designing each touchpoint to keep them engaged, informed, and excited, ensuring their ride ends with a smile and a desire to come back for more. Buckle up, it's going to be a wild ride! 💪🏽

Here are some thought starters , Monitor interactions, track mentions/tags, analyze engagement patterns, and use analytics to map paths from discovery to purchase. The best is to mimic like a consumer and go all the way from how to discover the product , learn more about what the product offers , steps in buying the product and finally how to drive usage and engagement post-purchase to create an emotional connection

Understanding customer journeys is essentially understanding consumer behavioral psychology. Both show how individuals progress from initial awareness to final purchase and beyond. These journeys encompass a series of interactions consumers have with a brand, starting with the recognition of a ''need'' and rolling through discrete stages of awareness, consideration, conversion, and post-purchase evaluation. At Procter & Gamble, where I worked in marketing, we used both qualitative & quantitative groups to explore these habits & practices of consumers. We'd spend hundreds of hours analyzing interactions across various touch points. This analysis was crucial and the only way for brands to truly connect with their target audience.

Data is king. The platforms they’re on map, track, store and sell their data as do third party vendors. The organic and more ethical and desired (from the customer) approach is to build community, engage with them, lift them up and really play where they play and in the same way. Build a “know like trust” relationship / rapport.

Primeramente para trazar el Journey de tu cliente debes de tener en un inicio bien claros los objetivos con la finalidad de poder medir correctamente, nada más peligroso que no medir correctamente, es decir, si tienes un eCommerce y estás iniciando no recomiendo mucho te vayas directo a la venta en las primeras etapas debes deleitar y generar un vínculo donde tal vez tus primeras métricas sean alcance y sugiero si generar call to action con UTM para medir el Journey en tú eCommerce.

1. Identify Key Touchpoints: Determine which social media platforms your customers use most frequently. This could be Facebook, Twitter, Instagram, LinkedIn, etc. 2. Set Up Tracking Tools: Use social media analytics tools provided by the platforms themselves (e.g., Facebook Insights, Twitter Analytics) 3. Monitor Interactions: Regularly monitor interactions on your social media channels, including comments, likes, shares, and direct messages. 4. Segment Your Audience: Segment your social media audience based on demographics, interests, and behaviors. 5. Track Conversions: Set up conversion tracking to monitor specific actions taken by customers as a result of your social media efforts, such as website visits, sign-ups, or purchases.

Identify key touchpoints: Determine where and how customers interact with your brand on social media. Define stages: Map out the different stages of the customer journey and align them with social media interactions. Analyse behaviour: Understand how customers engage with your brand at each stage and the actions they take. Refine the map: Continuously update and refine the customer journey map based on new insights and changes in customer behavior.

On social media, each like, comment, and share is a breadcrumb on the customer journey trail. Use analytics tools to visually map out these interactions across platforms. Plot the moments of discovery, engagement, conversion, and loyalty-building to gain insights into customer behavior patterns.

I'll tell you how I use FB analytic tools (Facebook still the king of the socials). 1. Setup: Connect Data Sources / Install Facebook Pixel 2. Define Events: Standard Events: ("Add to Cart" and "Purchase") / Custom Events: ("Video Watched" or "Form Submission"). 3. Use Journey Reports: Navigate to "Activity" > "Journeys." Select the conversion event / Analyze the journey 4. Analyze Engagement Metrics: Page Insights: (track likes, comments, shares, and reach of your Facebook posts to understand content engagement) / Website & App Analytics: (analyze metrics like page views, time spent, and bounce rate to identify user behavior on your website or app). 5. Leverage Attribution Models: (to understand which touchpoints).

✅Primeramente lo que sugiero es con base a tus buyer persona define tus objetivos, (mayor % de Awareness, Alcance, Visitas, etc) ✅ Utiliza herramientas como: Metricool, Hubspot, Fan page karma, donde ayudarán con el análisis de monitoreo de contenido para revisar las publicaciones orgánicas con mejor engagement. ✅ Si el objetivo es venta, a través de UTM, Pixel o Código UA puedes medir la eficacia de cada canal para revisar aquellos que trajeron mejores ventas. ✅ Debes tener muy presente la KPI de LTV (La vida de un cliente) ya que este parámetro te ayudará a poder generar estrategias para la fidelización de marca.

No existe nada más peligroso en medir incorrectamente ya que tomarás decisiones erróneas. Primeramente identifica en qué tipo de etapa del funnel te encuentras para seleccionar el tipo de métricas, es decir si tu empresa se encuentra en periodo de descubrimiento, tu métrica será impresiones awareness, en cambio si estás en etapa de conversión tu métrica sería desde porcentaje de conversión a ROI.

- Monitor engagement metrics: Track likes, shares, comments, and other engagement metrics to gauge customer interest and interaction at different stages of the journey. - Analyze audience demographics: Use social media analytics tools to understand the demographics of your audience and how they evolve throughout the customer journey. - Measure conversion rates: Track the conversion of social media interactions into desired actions, such as website visits, sign-ups, or purchases.

Pay attention to customer feedback and sentiment expressed on social media channels. Analyze comments, reviews, and direct messages to gain insights into customer satisfaction, preferences, and pain points.

Social listening tools are the most under leverage tools when it comes to competitor analysis and customer journey tracking. Insights that you can get include: 1. Top competitor keywords 2. Brand sentiment 3. Most used hashtags 4. Highest engagement content 5. Deep consumer insights 6. Consumer opinions on certain topics And more. Most brands invest in a large social listening infrastructure, but fail to deploy a team that understands how to use it.

It’s important to know what your audience talks about other competitors and learn how your bar and can deliver a better experience.

- Monitor conversations: Use social media listening tools to track mentions of your brand, products, or industry keywords across social media platforms. - Identify pain points: Listen to customer feedback and conversations to identify pain points, challenges, or opportunities at different stages of the customer journey. - Respond and engage: Actively engage with customers who are discussing your brand or products on social media, providing support, answering questions, and addressing concerns.

Social Media Listening is today's consumer research - live and instant. No need to find focus groups that represent the supposed customer demographics. There's a constant stream of live data pouring in directly from the actual customer or ex-customer or to-be-customer. So the story that this live data tells can not be ignored. And if more brands can start listening to this data very intently, a lot of their product , retention, service issues can be identified rather quickly and solved.

Do not listen for the purpose of listening because it’s easy to get lost. make sure that your listening project has a clear objective. Why are you collecting data and insights? producing a report made of insights without proposing any action is a common risk. Be clear on the goal of your analysis from Very beginning also specifying for whom or for which purpose you are listening the audiences.

- Design targeted surveys: Create surveys specifically tailored to gather feedback on different stages of the customer journey on social media. - Distribute surveys: Share surveys through social media channels, email, or other customer touchpoints to gather insights from your audience. - Analyze responses: Review survey responses to identify trends, preferences, and areas for improvement in the customer journey.

One of the beauties of running (paid) social campaigns on LinkedIn is the qualitative feedback you get all along to way to understand how individuals in your audience segment are responding to different messaging. For example, we could develop a hypothesis that Plant Managers at food manufacturing facilities care most about downtime and throughput. We'd create a variety of campaign content on those topics, deploy them and immediately start looking for signals like: Are people watching our 90-second video for 6 seconds and then dropping off? Or are they watching it all the way through? Observing these signals not only acts as market research about what your audience ACTUALLY cares about, but also how to refine that messaging as you go.

Peek into your customers' minds! Ask questions on social media to understand their journey with your brand, from discovery to becoming loyal fans. Learn what they like, dislike, and dream of, helping you improve and connect better.

Using social media analytics to track customer journeys is like using a GPS to follow someone's travel route. By checking the analytics, you can see where people first notice your brand, how they interact with your posts or ads, and what actions they take next, like visiting your website or buying a product. It's a way to understand which parts of your social media are working well (like a smooth road) and which parts might need improvement (like a road with potholes). This helps you make better decisions about where to focus your efforts to guide more customers along the journey from discovering your brand to becoming loyal fans.

Use targeted ads, organic posts, or direct messages to promote the survey to your social media followers. Encourage participation by highlighting the value of their feedback and offering incentives if appropriate.

Algunas herramientas que sugiero mucho donde ayudarán a tener un gran panorama y poder tomar desiciones y generar estrategias son: ✅ klipfolio.com puedes medir todo el Journey, desde métricas de tráfico y conversiones, hasta ROI, ROAS. Puedes también medir las redes sociales, donde en un solo Canva podrás visualizar el canal que mejor te conviene. ✅ dashgoo.com puedes medir el Journey de igual manera y esto ayuda en ahorrar tiempo y menos cesto o error al medir datos ya que gracias a la IA da análisis en segundos. ✅ retention.com es una herramienta de marketing optimitation donde te ayudará a elevar tus conversiones.

Tracking customer journeys on social media involves using various tools and analytics platforms to monitor and analyze customer interactions, behaviors, and preferences across different stages of their journey such as Facebook Insights, Twitter Analytics, and Google Analytics. These platforms offer insights into user interactions, engagement metrics, and demographics. Utilize tracking pixels, UTM parameters, and custom URLs to monitor user behavior across different touchpoints. Regularly analyze data to optimize content and improve the overall customer journey on social media platforms.

Leverage social media management and tracking tools to monitor customer interactions and touchpoints across various social media platforms. These tools provide insights into audience demographics, engagement metrics, and content performance. Use the data collected to optimize your social media strategies and enhance the customer journey.

It's important to have a good CRM/Customer tool that integrates with every touch point that you may have with a customer. Socials is one part and there are many Omni-Channel solutions that include email, calls. texts, socials, WhatsApp and more. This way, you have one point of view of the client at all times.

When approaching the counterpart, don't push him to hard. "Hay I just saw that you have been reading our case study for 17 minutes" may be an example of beeing too specific.

Don't forget the power of storytelling on social media. Sharing customer success stories or testimonials can provide valuable insights into their journey with your brand. Additionally, leveraging user-generated content can showcase authentic experiences and build trust with your audience. Keep experimenting with different tactics and tools to continuously improve your understanding of the customer journey on social media.

Using social media to track customer journeys involves monitoring and analyzing user interactions at various touchpoints 1. Social media monitoring tools to track brand mentions, keywords, and relevant conversations. 2. Monitor engagement metrics such as likes, comments, and shares to gauge customer interactions with your content. 3. Implement tracking pixels to monitor social media-driven conversions on your website. Analyze conversion paths such as purchases or sign-ups. 4. Segment your social media audience based on demographics, interests, and behaviors. Track how different segments engage with your content allowing you to personalize messaging. 5.Integrate social media data with your customer relationship management (CRM) system.

The easiest way to improve your social media campaign on the perspective of customer journeys is to directly ask your existing customers about their own journeys. They are the ones that's been on the journey and reach the destination: you. You can greatly improve your campaign by learning from theirs.

Social Media is a powerful medium to understand your target customers and thier behaviours in the journey. Understanding key points like thier interests, buying patterns, engagement with different posts, topics, videos etc can provide fresh perspective to Target accordingly. The content that we are posting should be accordingly created and targeted. We can always use analytical tools to understand thier responsiveness to our different contents and accordingly optimize the same. Social listening with sentiment analysis can provide actual picture and also can help us to be emphatic towards the needs and demands of general public.

Selecione suas narrativas para ter mais sua conexão com seus clientes. Primeiro, narrativas são elementos que mais atuam nas emoções da sua audiência. O storytelling conecta absurdamente com a audiência e quando contamos histórias estrategicamente dando ênfase nos pontos que precisam de destaque, geramos emoções no nosso público. Quando se gera essa emoção com o público, ele se conecta com você, ou seja, ele compra sua idéia, compra sua marca e experiência. Quando for narrar uma história, traga os resultados, traga a transformação, não tenha medo de expor seus resultados e nem de parecer arrogante. As pessoas compram seus resultados Transformar momentos do seu dia a dia em narrativas da sua marca irá gerar encantamento no seu cliente.