How & Why to make impactful presence in Social Media? Which channels to focus on first ? How to react if someone Complaints or provides –ve feedback ? What goals to target ? All these are answered through Social Media Marketing .
Some Social Stas: 2.7B monthly active FB users , LinkedIn 260 M monthly active professionals, YouTube 2B logged in Viewers etc provide a rich platform for company growth to tap into.
MAIN DRIVING FACTOR: Social Media is the only key Platform where individual customers openly & freely talk about brands, products, likes, dislikes, interests, needs and provide good or bad feedback and thereby users trust those more than any BRAND championing from their podium . That’s why SOCIAL CONVERSATIONS are extremely critical for PRODUCT & COMPANY SUCCESS.
SUCCESS MANTRA: is to provide SOCIAL FIRST CUSTOMER SERVICE - Listen, respond, guide , assist & take convincing action to help customers & prospects - on the right social media platform regularly through entertaining , educational, thought leadership & minimal promotional content in an extremely innovative way like embedding CONTENT SERIES, PRIVATE CONVERSATION, MESSAGING APPS to get exponential Social success.
Successful Companies innovatively leverage 1st party data from CRM, MDM, EDW to join the social conversation with real users to guide , assist, convert and thereby acquire the LARGEST PIE from the overall TAM.
KEY GOALS:
Improving customer engagements,
Generating More Leads,
Sales Growth,
Increasing Traffic,
Expanding reach,
Enhancing Brand Perception
APPROACH:
Define Goals
Identify Audience ,
Message
Offer
Clear Roadmap of activities ( for each Channel ) with real time Metrics
Success
KEY SOCIAL PLATFORMS:
MOST WIDELY USED SOCIAL NETWORKS:
Facebook, Instagram, LinkedIn, Twitter , YouTube
Used primarily to target large user base
Facebook : 2.5 B users, Share text , video, image, live video, stories
Instagram: Suitable for sharing visual content , Image, Short & Long Video : Online MALL OF TODAY’S GENERATION : Around 60% of users say they find product there
Twitter: Referred as Society’s MEGAPHONE, Social Messaging Service limited to 280 chars, Suitable for WORLD’S CURRENT EVENTS and join trending business conversations, one – on – one customer conversation
LinkedIn : Professional network for Users, BUSINESS FOCUSSED PLATFORM for recruiting & championing company culture, showcasing their expertise , improving professional skills
YouTube: Video platform for watching videos from business & influencers. Suitable for business to launch youtube channels to promote their offerings with ads – before , during or after a popular video is played on platform
OTHER SOCIAL NETWORKS:
Tik Tok, Google, Yelp, Trip Advisor, Open Table, Pinterest, Quora, Tumblr, Medium, Giphy, Reddit
Used to target specific customer base & less NOISE.
MESSAGING & CHAT NETWORKS:
Facebook Messenger, WhatsApp, Snapchat
Used to provide Customer Service Support at Scale
HOW TO IDENTIFY:
Based on Audience Size,
Features Provided,
Content Supported,
Psychology of User base,
Key Business / Pleasure / Entertainment / Professional Purpose
SOURCES OF RESEARCH :
eMarketer
Pew Research
Business Insider Intelligence
Social Media Examiner
Research Channel’s audience à Review Research studies à Discover How Channels are different à Select Channel to target
CONTENT TO PUBLISH :
Engaging, Relevant & Complementary messaging that entice customers & drives business outcomes
ORGANIC POST: Has the ability to reach about 2-5% of user base through company, friend, family, networks & connections sharing, commenting & liking.
PAID SOCIAL: Purchasing exposure to specific segment OR Preferred placement of our messages on Social Media. It has the potential to reach extremely high customer base & exponential revenue growth. Keep in Mind : AUDIENCE à MESSAGE à OFFER à BUDGET for exponential growth .
INTERACTION WITH CUSTOMER:
Providing Social first Customer Service .
Listen, respond, guide , assist & take convincing action to help customers & prospects.
+VE FEEDBACK : Fosters stronger bond between customers & brand.
-VE FEEDBACK : Difficult but extremely important for publicly demonstrating Empathy & ability to solve customer issues
COMPLAINT : Publicly acknowledge the message & if possible moving the all the conversation to a private forum to resolve
MOST IMPORTANT FACTOR about Social First Customer Service is that we are making it Clear to Customers that we NOT ONLY listen & respond but also take ACTION as well.
SOCIAL SELLING:
Direct Sale when Social Platforms directly helps in conversion as the LAST TOUCH ,
Assisted Sale when Social platforms helps in nurturing process in the middle funnel to finally convert through other Channels like Email or Sales Call ,
Sale through Influencers through various approaches
INFLUENCER MARKETING :
DIRECT PARTNERSHIP BY PAYING,
PROVIDING A FREE PRODUCT FOR EVALUATION,
CREATING CO-BRANDED PRODUCT WITH INFLUENCER
AREAS INFLUENCERS HELP:
Encouraging signups for petition,
Pushing products on behalf of companies sponsoring them,
Perform sale,
Influencers have an ability to make an impact & that’s why Companies partner with them
Some METRICS & MEASUREMENT to track are:
# of Impressions,
CTR ( Click through rate ),
Pipeline Metrics,
Cost per Lead,
Cost per Customer Acquisition,
Cost per Impression,
ROI
THIRD PARTY TOOLS USED:
Google Analytics,
Mixpanel,
Matomo
SOCIAL MEDIA TOOLS:
Quintly,
Keyhole,
Sprout Social,
Agora Pulse,
BuzzSumo,
Mention
NATIVE ANALYTICS TOOLS:
Instgram,
Youtube,
LinkedIn,
Twitter
INNOVATION AREAS:
Developing Content Series for various types of content suiting customer personas
Private conversation with family, friends & communicating with audience in smaller community social groups
Targeted advertising on messaging apps
Primary focus should always be to serve the Customers with right messaging at the right place & at the right time
SOCIAL MEDIA SUBSCRIPTIONS
DigiDay
Marketing Dive
Social Media Today
Social Media Examiner
The success of Social Media marketing lies in Personalizing messages & offer catering to customers shifting preference to enhance conversion, revenue , customer experience & support in an extremely simplified & innovative way
With Innovative Social Media Strategies, Companies have the potential to capture unimaginable Look alike audiences from various Social platforms . SKY IS THE LIMIT OF PRODUCT & COMPANY SUCCESS when done right..
More in next post !!!
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