What you will learn:
Retailers have long known that understanding and catering to the interests of their customers is the key to a successful business. And nowadays you'd have to be particularly short-sighted not to be listening and learning from the conversations taking place on Twitter, Facebook, YouTube and blogs - to name just a few of the new mediums your customers choose to communicate.

But listening is just the first step and, increasingly, retailers realise they need to talk with their customers if they are going to retain and increase online sales. In this workshop, Matthew Yeomans, co-founder of Social Media Influence and director of Custom Communication, will explain how social media can create an ongoing customer relationship through editorially-led content that attracts people to retail sites and gives them a reason to stay.