Social Media Marketing

The journey from Social Media to Assured Sales

The journey from social media to assured sales is the one every brand would love to make.  As it not only ensures good business, but also helps brands to establish themselves as “Consumers Choice”.

Of the many aspects that are part of an online marketing campaign, there are few which are the core points that brands need to keep in mind while planning a social media marketing campaign:

Understand the consumer first -  Do your homework, research, analysis and understand the complete demographic and online social behavior of the consumers on:

• “How do they react” to specific tone of messages, words, phrases etc online.
• Each consumer (Industry centric) reacts differently online and offline.
• The idea is to have a very thin line between the two worlds and give the end users a real-time experience with rich content, feel in terms of demos, apps, videos, immediate feedback and responses too.
• In simple terms, it should result into value for connecting with your brand and a wonderful experience at the end for the users.

The consumer of today is well informed and it is to be used as an advantage by brands as their target market today interacts and engages themselves more than ever before.

So the first idea is to understand and connect with the consumer within and then with the end users.

• Don’t sell, but relate to their needs, buying patterns, customize and give them value for being a part of this online social engagement.
• Remember, every user online who speaks about you or “Likes or Mentions” you across social networking platforms, is your very own brand ambassador.
• Recognize them and reward them accordingly.Make room for immediate gratification.
• Look at what brands like Starbucks or Mountain Dew does. They take customers feedback and create products relevant to their needs.

Now comes the part of understanding what they need and the aspect of really making it happen based on organizational support and dealing with roadblocks that are inevitable (Organizational roadblocks – Rigid Policy, guidelines, in-house team support etc). Every effort towards customization for consumer, especially on an online platform, assures the Brands tremendous recognition and feedback via brand promotion and mentions by their consumers and the best part is that, its measurable.

Offer them custom designed services and products. Its wonderful when brands ask customers to design their very own “Combo products / services” It not only keeps them engaged with the brand, but also tells them that you value their opinions and doing your best to deliver.

Today e-commerce companies like Flipkart are doing really well because of many reasons, but few of those mainly owing to the fact that they have a “no-hassle return policy coupled with Cash on delivery” option which gives tremendous trust to consumers buying online today. With that, they also offer daily special offers, deals, low-price and that with great service is bound to make them popular. It shows that they have listened.

Another important aspect is, to not be on, each and every available online platform.

This is a mistake which many brands today make. Being or trying to be everywhere. Be at relevant online platforms. Understand whether your end users use blogs, forms, social networking sites, google searches, web banner ads, emailers, smartphone apps etc and establish your presence across those profiles only. Being across 4-6 such platforms to begin with is more than enough during a period of a six month to one year campaign wherein, you get a better understanding of their comfort levels with engaging online and you can then focus on may be just those 2-3 platforms, where their presence is more and for a longer duration.

Search engine optimization also is an important part of digital marketing today with feeds and comments appearing on searches. But with the pace with which social media monitoring and marketing seem to be growing, its become compulsory to integrate social media campaigns with seo. But make sure, you concentrate on on-page optimization as strong as off-age optimization too.

Customer insights and knowing your company or Brand’s social media quotient (SMQ) is the core of a social media or any digital marketing campaign. It also ensures brand monitoring for both, negative and positive mentions about your brand, product and services. Always remember, if you exist as a brand, someone out there is are already talking about you. Make sure you are a part of that amazing conversation prism.

SEO and Brand monitoring helps you to find the relevant sites when combined with social media influence strategies (SMI). It lets you study in-depth about the relevant sites, have a brief look at the profile of registered users on that site based on connect you have with the users or the apps integrated with the site. You then get to know the influencer(s) too. The idea is to gauge the quality of brand and or keyword related conversations real-time.

No campaign is complete without predetermined target to be achieved in terms of real ROI for the company or brand. Make sure your social media monitoring and brand marketing campaigns have enough strategies and process in it to help you evaluate the return on investment for your campaigns. Remember, good campaigns are those which constantly are improvised with consistent responses and feedback based on the social media quotient analysis and reports of your campaign.

Some power packed tools that always go a long way when used appropriately are:

• Blogs: It’s a powerhouse in terms of social media tool. A great way to engage your users with interesting and relevant information and at the same time, gives them an opportunity to interact with the brand too.
• Forums: Extremely efficient when it comes to users wherein the products need a lot of assistance in terms of support intermittently.
• Facebook: Wherein the end user is right in front of you
• Twitter: Users are consumption hungry and need quick information at jet speed.
• LinkedIn: For Corporate professionals. Connect and grow as a business together

So, what did your brand tell your customer today?

Share with me your views and comments here. Would love to hear from you.

Thanks and have a wonderful connect ahead.

Ananth V

Founder & CEO

Techdivine Creative Services

You can also Connect with me here: On facebook, On LinkedIn & on Twitter

Key Branding Rules on Social Media

Brand managers have been placed at a higher sense of responsible and more accountable position than ever before.

So before one goes ahead with the power of online marketing tools, Offline solutions, Creative writing for content of your product across sites online etc  of today and leverages it for their brand, it is very much essential to know, what are the keys rules to follow.

BRAND ‘key’ rules:

Always be very clear of your organizational goals from planning a social media campaign, or using multiple platforms for implementing the same. The core needs to be always on the Brand and not the tools or techniques of implementing it. Remember, the social sites are merely tools.

Given below are few key points that every organization needs to keep in mind before implementing an online marketing campaign and reaching across the millions of prospect across the globe irrespective of the nature of your product market or service or industry.

1. Responsibly use the available platforms after properly analyzing them and understand clearly the technology available through those online social networking site platforms before placing your brand on it.
2. Today, with the massive reach across over 750 million users online, the key is also on the timing behind the appropriate use of these media.
3. Always add a face to your voice, whatever be the platform you are using.
4. Integrate your multiple platforms together and stay in sync with the content that you promise to share and make sure you deliver on it.
5. Most importantly, understand that the platform is not to “sell” but to connect.
6. Privacy, content, IP’s are to be clearly showcased across platforms. Reusing of your content, selling it for commercial and such other interests of third parties should be made very clear about.
7. Better safe than sorry. Always understand that what is once online, stays online. So make sure, the information you are showcasing online, can afford to be shared by all those you know and those you don’t, in matter of seconds.
8. As the clichéd quote across superhero movies goes, with massive power, there needs to be a sense of great responsibility too, make sure you understand and implement it in your campaign.
9. Respond: Whatever may be the conversation happening around you, about your brand or organization, respond positively. In case of any dissatisfaction expressed about your product or service respond with utmost sincerity and get to the root cause behind complains at the earliest. Address it and provide proper responses unless the feedback or comments are repetitive by an individual whose nature and online characteristic seems to be disruptive and destructive in general. Make sure, you learn to ignore and at the same time create a backend system to resolve an intentional and unwanted negative comment or feedback from a user online.
10. Do not share personal information, especially of clients and members. Always keep your member groups moderated in terms of the content being posted.
11. Have a clear Social Media Quotient analysis done of your Brand with insightful reports, analysis and feedback.

 Branding yourself in today’s era is very much essential, but make sure, the way it is done is not the way you or your team members want it to be done, but the way it is to be done. With control, Brand-Customer connect and moderation.

Do share your views on it with us here.

For Customized Social Media Marketing, Brand Monitoring, Online Marketing services – Write to us at: socialmedia@techdivine.com or for QUICK CONNECT & Customized Industry Solutions Reach us here

Happy Branding online.

 Social Media Team

Techdivine Creative Services

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Related Posts:

• Empowering BRAND You on Your Turf       
• Viral Marketing Integrating Social Media Monitoring Connect Tools
• The most Insightful Survey Social Media beyond Marketing
• Social Media Marketing Monitoring Measuring and Turbo charging Brand You
• Social Media Marketing with assured Sales Leads

Empowering BRAND YOU on Your turf, there’s nothing like it.

There is nothing more powerful than having control over your Brand especially when it comes to consumer engagement and interactions.

Now, how does that happen?

Consumers today, have empowered words like ‘LIKE’, ‘SHARE’, ‘Re-Tweet’ beyond imagination.

But this special blog post comes for a very specific reason.

Recently Cadbury & few other Brands got a clear message from social media powerhouse Facebook, that their brands were hosted on nothing more than a rented domain when the social giant took their pages off the site for certain page violations.

Now the power, reach and impact of this social networking site is well known across countries, age groups and Industries. How do we deal with the ‘fan-frenzy’ desires of  brands?

Similarly, majority of the Corporate Moghuls and their Board too these days end up asking one standard question off-late which is, “How do I get more fans?”

I have always shared a core note with them on this, which I thought is due to be shared on a global platform via our Corporate Social Media Marketing Blog from Techdivine Creative Services where we have successfully launched Brand promotions, PR Campaigns, Corporate Branding etc

This is what I have shared with them each time someone says, “I need more fans or followers”:

• How much useful is a teenager to an Industrial Organization?
• How much will “Random Fans & Followers” across sites like Twitter, Facebook etc matter when it comes to measuring your ROI on your campaigns or your Brand value?
• Does having a million fans or thousands of twitter followers cater to your business goals and brand needs?
• How much are you willing to alter your Brands language, style and tone to suit few fans or followers and are you ready for the long term repercussions?

The answer, each time was a simple No, from each experienced corporate professional.

It has to be a NO. Why?

Customer engagement and brand connect has to be happen with proper planning and using appropriate marketing strategies and tools. Its not about having a page on a social site or a twitter account.

Let us take this for example, each time a telecom, credit card or ISP providers call us on our phone we get annoyed and add them to the spam or block lists. Why? because they are entering on our turf during our time schedule.

How is this related to having random fans and followers?

Now every time a user follows “BRAND YOU” just because you followed them or every time a fan joins you because you asked them to through ‘friend suggests’, it’s the same thing all over. Only this time, it would be “Brand You” sharing so called interesting posts, tweets to people who are least interested or not even remotely associated with the message, product or service.

When we say customers engage in brand conversations, the conversations do not necessarily need to be about Your Brand or Product or service, but they need to be of value, quality and depict BRAND YOU at all times.

4 Rules, never to forget:

1. Brand is only as good as the consumer it reaches.
2. If traditional media were to be avoided for new age media sites, then one has less than 50% of market reach possible especially in a country like India. Integrate and collaborate between online and offline media, always, with the right set of words.
3. It doesn’t matter where the consumers are located. The only thing we need to always keep in mind is, speak our BRANDS language and let them connect with us. Never use a Corporate language or a slang style just because you want that consumer to connect. Brands always need to stay focused on what you desire and aspire from your brand to achieve. Clear Goals.
4. Never leave all your eggs in one basket. Core being, never depend on a single platform for reaching out across to your consumers.

Thus multiple platforms, at least one for each medium is a must.

For eg.

• You can have one site that touches base with Bloggers (there are million bloggers and readers today who are looking for information, reviews, news and offers across Blog searches)
• Social Check-ins for users who are on the go (A must today for those in service industry especially Retail, Hospitality etc)
• A single platform for showcasing your creative skills or videos of your Brand messages
• A social book-marking platform wherein your followers consume the resources that you share with them using Url redirects, useful posts, creatives etc.

Your content is the key here. That’s your Corporate IPR ,your very own Intellectual property. Why restrict it to only a third party site? Use it wisely across platforms that are completely under your control, like self-hosted domains for website, Blog, Forum etc

With the power of social connect today, make sure your website has enough new age media tools like FBML, Facebook, Twitter, Blog feeds integration etc to pull the social conversations from your various online platforms to your website pages. Integrate your Facebook, Twitter and Blog conversations on your websites without fail.

Three key advantages:

• One, it becomes a powerful Search engine optimization (SEO) tool
• Two, your content is re-used and has a larger reach.
• And three, in case your social site goes off or the domain has a server crash, there is at least one platform alive and going strong for you keeping the conversations alive.

Always note, the idea is to convey the “BRAND You” message and not alter it by using the users language. Why?

The day a follower or a fan or the social site decides to go offline or communicates on a third party site with his or her own version of constructive random musings of criticism, is the day your fan numbers would too drop at an accelerating pace.

Moreover, having the right fans and followers matters rather than having a million who end up sharing competitors contents in between your comments and pages which might get lost in the social clutter and noise across your third party pages and sites. Brand monitoring here is an equally important function.

Bottom-line:

• The power to make that global “Brand You” conversation a reality is by sharing relevant content, on-time across multiple sites of which you need at least two to three sites completely under your control all the time.
• Having a self-hosted Blog or your own web domain that pulls in feeds and interactions about your brand from across multiple sites not only gives you a larger reach but also control over the message.
• Consumer insights are the most important aspect of any Brand conversation. They not only tell you what they are saying but also where and when. Make sure you make good use of it.

So, what did your Brand tell your customer today?

Share your views on this post, based on your experience across platforms and brands. Would love to hear from you.

You can also Tweet with me @ananthv9 on Twitter.

Thanks

Ananth V

Techdivine Creative Services

Connect with us:

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Related Posts:

• Viral Marketing Integrating Social Media Monitoring Connect Tools
• The most Insightful Survey Social Media beyond Marketing
• Social Media Marketing Monitoring Measuring and Turbo charging Brand You
• Social Media Marketing with assured Sales Leads

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Marketing Research

New Category Section: Creative Marketing for YOU!

What will happen in this section?

Under this section / category, we will be sharing for our dear readers, few of our creative Marketing campaigns (Online & Offline) suggested, designed, planned AND OR implemented from our end for our clients across industries.

How does this benefit YOU?

1. It benefits our Clients as we will be sharing and promoting their campaigns across our various online well established platforms too other than special social media marketing campaign platforms designed for them.

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