Social media is about sparking conversation, not just online, but offline too. Done well, social media can draw us in, delight us, and even offer a glimpse into the future. Companies thatimplement this and interact with their market at every opportunity—both on the Web and face to face—get the most from their marketing campaigns. And they help to imprint their brand on the public.
Visit a Simons’ Mall, for example, where thirsty shoppers who stop at Coca-Cola’s (KO) latest touch-screen vending machines are now in for a surprise. Never mind yesterday’s technology, where consumers routinely plunked in coins, punched in numbers, and received a bottle. These new machines showcase video images of bottles that you can spin—virtually—and learn more about the product, including its pricing.
Yes, it’s a play on that old-fashioned game, Spin the Bottle. Yet it’s also a recurring theme with its smart phone app, “Spin the Coke,” prompting fans to post online about how much they enjoy the combination of Coca-Cola and the promise of kisses. In addition, Coke gives consumers a chance to build a community around its most recent beverage offerings.
Deli Directions
Such innovation foreshadows new conveniences on the horizon, making it easy to envision a day in the not-too-distant future when consumers might be able to order a Coke on their Smartphone and be directed to the nearest deli where a frosty bottle awaits. Talk about one-on-one interaction with the customer.
Coke gets it. And those who model a marketing platform after Coke’s can build a foundation where they can not only engage followers and ride the wave to the next generation of social media. Like all good marketers, these companies see the value of developing a presence where their audience already gathers—whether online or in our streets and shopping malls. And by putting themselves front and center, these companies interact with the public, finding out what people want, inspiring spontaneity—and yes, purchases. -Business Week
Still, as with traditional marketing, a successful social media program must be mindful of consumers’ interests. This mission is easy to accomplish, whether by constantly developing tools that help a company remain relevant to its audience or by conducting some research to garner customers’ thoughts about an organization’s products and services. The best part?
Businesses don’t need deep pockets to incorporate an effective social media platform. But they will need the time to engage their market share online, whether through a Facebook fan page, Twitter, or a host of other popular sites. True, not all of these sites are household names yet. Still, they enjoy solid followings.
Below are some suggestions to help jump-start a successful social media platform.
• Keep it interesting.
Run contests that generate water-cooler talk—whether for a weekend getaway, a dinner out, a new wardrobe, or a gift certificate. For instance, JCPenney, which recently mounted a major effort to build a following on Facebook, is running a contest in which its fans show off their style by posting their photos donning their favorite JCPenney outfit.
• Be consistent.
Are you fun and whimsical online? Maintain that momentum offline as well. Followers will expect that same identity in all of their interactions with your brand. Here, again, Coca-Cola leads the category—playful on the Web and when customers interact face-to-face with its products.
• Comb the Web for free market research.
Don’t overlook the importance of staying in tune with your customers. Read what they’re saying, whether on Facebook, iTunes, YouTube, or elsewhere. And know when to respond. Maybe they love your product or service—something you may want to build upon, whether through developing new offerings or spearheading a new branding initiative.
Then again, maybe their posts reveal that they are looking for a product or service that you in fact, already offer. If that’s the case, let them know as quickly as possible, before they go searching elsewhere. Or maybe they are complaining about a kink in one of your applications; you’ll want to let them know you are working on a resolution.
Stay relevant.
Avoid frequent posts that would not pertain to your base at large. Otherwise fans will lose interest, and worse, begin to consider your status updates as spam. That’s a sure way to lose your audience, no matter how great your offerings.
Identify Social Media Opportunities and Add to the Conversation
After investigating the state of social media in a specific industry, decide which social media platforms would be the most lucrative. This should include a mix of established social media as well as potential opportunities to carve a new niche in the online world. Issues to research:
* Which social media outlets are the most popular? Why?
* Which social media sites does the company’s audience currently visit? Where do they post profiles?
* Who operates the most popular industry blogs?
* Which competitors have an online presence?
* What questions are consumers posting about the industry?
* Are social media users already discussing the company? In what manners?
Add to conversations that exist and create new conversations to fill holes in coverage. If a particular blog or forum receives a significant amount of traffic, contribute to the conversation by commenting on posts and answering questions. To evaluate traffic of a specific site, enter the domain into a Web information site such as Alexa.
Companies can achieve greater influence by developing original blogs or creating groups on social networking sites that provide for online followings.
Whether adding to an existing conversation or creating a new one, it’s especially important for users to remain transparent. This means all users should state which company they represent and identify potential biases or sponsors.
Monitor Industry Blogs, Forums and Online Communities
First, find out what online content exists in the industry and among business partners and competitors. In addition to using search engines like Google, scan social networking sites that may not appear in the first few pages of a general Web search. Sign up for RSS (really simply syndication) feeds to continually monitor content on popular sites, news outlets and blogs that are updated regularly. An RSS feed alerts users to new posts through a feed reader or via e-mail.
Use various social media outlets to make yourself both available and helpful: This may be the single biggest way companies are using social media to establish personality right now. Whether it’s the president of Zappos making lunch plans with a complete stranger while he’s in town on business or someone from Comcast responding to customer frustration with a solution…big brands are using social media to communicate openly and helpfully with consumers and it’s paying off.
Stick to these steps, and your followers will stay tuned—a surefire sign that your social media campaign is working.
Social Media Campaigns– Social Media Campaign Manager- Jennifer Russell. If you need direction with your social media campaigns, want to offer online promotions, or just need help getting started; call 412-203-1996 to schedule a meeting via our Pittsburgh office or by phone.
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