Social media marketing is now mainstream and as someone said: every media becoming social. I think some brands and their attitudes to social networking, content marketing, management. It’s clear out of every angle, except from view, that most brands are overlooking the “social” in front of the social media. It’s this that sets social networking aside from other forms of media. To excel in social networking, you start with cultivating a social media mindset. Most haven’t understood what this platform offers.
All that we are currently doing is majorly titled toward social networking abuse which is dependant on advertising and shameless ego promotion. This affects corporate brands more though.
Most have concentrated mainly on mainstream traditional media. They’ve neglected or can we say they’re unaware that the only method to survive in now is just a two-way communication media which embraces not merely the standard but online media platform. As we realize, the present trend today is for brands to first find out about their brides-customers, manage to get thier attention through the usage of social networking platforms like blogging, Youtube, Xing, Facebook, Del.ici.ous, Bookmarking, RSS, Podcasting, videocasting, Wikis among a great many other available online media.
The evolution of these new media has opened up opportunity to find opinion, interact, court, date and offers irresistible proposal which will hook the bride. Today clients are no longer purchasing one mode fits all offer by the standard media. Some corporate brands here appear to hinge non-participation in online community building on such excuses that we are not even online, neither exist recognized consumer fora which have major convergence of consumers online. Also no regulatory authority here pays focus on or gives any focus on whatever they have to express can. In addition they claim that online forums here have no impacts on corporate performance. Some also claim that social networking is alien to us. My answer is that social networking isn’t alien. The actual fact remains that lots of things had been part folks only that we do not accurately labeled them until the westerners help us out.
The thought of social networking, content marketing is rooted in cultural rituals where a couple gets engaged before they may start dating. The procedure require that suitor’s intention has to be established through family contacts, integrity checked and a cogent promised is created that he is thinking about a serous relationship and not flings. Without these background checks, nobody officially allows the intending couple to start dating. If this is violated then, the bride to be could be disciplined.
Drawing a simultaneous in this ancient ritual, the customers want the brand today to exhibit that what matters is her, not money making. The customers wish to be sure that out of arrays of suitors-products, services- your brand will take the initiative of starting a conversation, the consumer wants to make sure your brand is not just flirting, taking care of short flings but an actual relationship which will enhance her lifestyle. Brand through social networking, content and social marketing setup a bate by loading the best words within their contents to convince, educate, entertain the bride they are out to create her life better even before selling anything.
Customer desires to see simply how much of your intellectual property will undoubtedly be made available without charges. The client wants to find out you are a giver. Certainly one of their love languages is gift sharing. A giver without string attached always takes the show. Social media marketing, content marketing requires plenty of commitment. It takes time before social networking and content marketing make huge impact. Any brand that will show advanced of commitment in social networking will always carry the day.
Typical case studies of brands with efficient utilization of social networking include Tony Hseih. Tony followers in Twitter today has ended one forty million. Hseih is the managing Director of Zappos.com. Tony through his ‘tweet’ has course to generally meet with customers at a club while many in his position will rather hide under the guise of busy schedule. Tony uses Twitter to build interaction with customers; he uses twitter to fix problems for clients. The strength of Tony Hseih and Zappos communities has been used to strengthen relationships with Zappo’s brand offline. Zappos client freely gives their ideas on which they want. This aids, results in co- creation of brands products, services.
As busy as Richard Branson of Virgin group is, he also maintains a twitter account. He’s used his twitter account to answer questions from angry customers as well as virgin potentials. The virgin group also has an integrated website that allows news update, blog among others. Southwest Airlines has used social networking to build strong connection that impacts on the brand’s offline interaction
An example of the usage of social networking to spread messages and connection was recently demonstrated by Michael Jackson’s personal doctor. As we’re all aware, it had been once insinuated that he killed Michael Jackson through drug overdose. About a week ago, he used YouTube video to spread his area of the case. This video spread across the internet as well as mainstream media. Popularity of virtual community has been soaring high with increased people focusing from academics and marketing communications practitioner discussing it ahead of time countries, yet Nigeria brands have assumed ‘I do not care attitude’ ;.Nations and brands aren’t considered backward just because of their location but based on attitudes, disposition to the usage of technology which will aid progress. Building emotional connection, loyalty with the brand has become a straightforward thing through social media.
Social media marketing has changed into a great platform to spot with, interact, communicate brand element. This often starts in online forum and result in offline beneficial relationship. Today, nearly three billion of the seven billion potentials are actually connected in social networking platforms. Agreed the ratio is still slow here but the quantity is increasing daily. Through social networking brands can ignite confidence in the hearts of the bride, build thought leadership. Your brand competitors could have better product, services but will surely lose out for you if you can build strong connection with them when you inquire further to get through massive advertisement.
If your brand can share enough information, answers to concerns and prove that you will be on the verge of seriously neglecting your own best interest, of tight schedules, in order to serve these greedy, needy brides that desire your brands be much more open, honest with them which will be the essence of social media. Social media marketing do not allow cover ups, unnecessary protection of corporate brand’s failures. I’m of the opinion that when our banking industry’s Managing Directors have already been active in social networking, there is probability of gaining public sympathy instead with this anger, tantrum they’re now receiving from various angles. Their followers could have been able to guard them and take appropriate position that may have given them soft landing in this trying period.
Since our brands have concentrated on a single type of media, mainstream, tell me why should their brides not filter their useless bragging through advertising? Tell me why is it problematic for brands n our environment to see handwriting on the wall that their brides now desire their authentic voices that are not coloured with jargons of self- serving moneybags? The brands’ brides are actually also afraid; skeptical of marketing. Why should the brides be loyal once the element of trust is shaking?
Having established that let us now examine proper way of participating in social networking which will be now being exchanged for web.2.0. For brands to actively be involved in social networking, brands need to observe, listen, find clients’ hibernating medium. In doing this, brand should first define its social networking strategy through careful evaluation of brand’s resources, analyze the target market, and identify objectives. Having done this, brand must carefully pick or access platforms that fit their goals. acheter des abonnés français This can inform the decision to operate a weblog or simply to be involved in other forums like Twitter, Facebook, discussion board, social networking bookmarking, stumbleupon among others. Make sure you understand that such platforms are employed by your niche audience. Identify the top influencers of your industry online through recognitions given with their opinions, comments, awards etc.
To achieve this effectively, brand may consider creating the position of community or social media/knowledge management manager or hire consultant who has track records in skills like community management, online reputation management, monitoring, tracking, podcast, video cast, web links etc. These skills do not require a programmer’s knowledge and in actual fact, they’re employed by customer relations, brand, and Public relations experts. The sole requirement is passion that is backed with proven results. The said manger or consultant should also understands forum rules, reputation software, understand how to distribute contents without creating offense as this may be counter productive. Great ability to create qualitative content for blogs, create profiles and claim such blogs in online directories can be essential. Social media marketing, content marketing, management is seen as collection of open-sourced, interactive and user- controlled online application used to expand the experiences, knowledge and market power of the users as participants in business and social processes, the social networking landscape is actually about conversation before any marketing campaign.
Brands must therefore consider Rajesh Setty’s suggestion that it must demonstrate your brand cares, is curious to find out what’s the concern of the customers, contribute, make certain the content may be worth their attention, clarify issues, build conversation which will result in strong relationship, make plenty of creativity, demonstrate the brand’s character and values cherished, build community, tribe, brings change, instill courage and be highly commitment to a cause its believe in.
Let me conclude this piece by highlighting how brand will start be involved in social networking and content marketing. Content marketing is a skill of understanding what your customers’ want, need to know and the science of delivering it to them in a good and compelling way. The information has to be engaging in a good and compelling way. To begin, the brand has to build trust and credibility. This really is huge work. This becomes easy if your brand can take time to listen to customers first. By that brand discovers their problems and the content is therefore tailored to provide solution.
Avoid talking an excessive amount of about your brand or your expertise as much as I actually do know the fact your brand need to ascertain the line your brand may be worth their attentions. This could make your brand’s efforts become suspect. Your visitors want educational content without initial marketing spin. The information also has to be compelling, entertaining to earn the scarcest entity on the wed- time/patience. Great content must guides, clarifies, enlightened and connect. The language of the content has to be in tune with your industry. Contents that solve problems drive traffic and increases sale rate.
