Relevancy is key when developing and maintaining brand relationships via social media

When developing a social marketing plan, it is important to not only be engaging and relevant in order to attract fans initially, but also to maintain relevance to keep fans engaged.

Guide them on a journey

Image courtesy of graur razvan ionut

Social marketing, like any other marketing is about taking people on a journey and influencing them along the way.  According to Jason Breed, Global Social Media Practice Lead for Accenture, in order to determine what to focus on, it is essential to have a deep understanding of the target market to not just make the initial connection, but to continue to remain relevant to each individual consumer.  Marketers must tap into data to uncover consumer insights.  They must behave like an online sales person and maintain the consumers attention by looking for data and signals.

It is essential to remember that a buying decision process occurs online in a similar fashion to offline.  With consumers at varying stages of the buying cycle, social media messaging must be relevant to all stages so that it appears to be in context.  Social marketing must appeal to not only those that aspire to a brand but also the frequent purchaser so that one segment isn’t alienated at the expense of the other.

Followers and fans need to be treated as potential and current customers - persuading them through each and every touchpoint by being relevant, engaging and understanding their interests, motivations and needs.

The ultimate goal: Relevant, personalised communications within social media

In order to be even more relevant, brands must create an engaging “human experience” within social networks in realtime.  The beauty of social marketing is two-way interaction between the community members and the brand, therefore marketers should use customer insights to ensure they are interesting and relevant to ensure community members continue to engage and develop a deeper relationship with the brand.

How can we take it to the next level?

Facebook is already providing functionality for brands to tailor status updates, messages, videos and photos based on location (based on IP address) and language to ensure their offer is relevant geographically.  The ideal scenario for marketers will be when we can also talk to audiences with even more relevance by tailoring messages and content according to interest, previous likes, friends, other brands they are associated with, age, gender and product preference.  Not doubt, it is only a matter of time before we will be able to do this.

References

Breed, J, 2012, Social Media Relevancy And Today's CMO, CMO.com, viewed on 25th April 2012, http://www.cmo.com/social-media/social-media-relevancy-todays-cmo

Chaffey, D, Ellis-Chadwick, F, Mayer, R, Johnston, K, 2009, Internet Marketing: Strategy, Implementation, and Practice, Pearson Education, England.

Kretchmer, J, 2011, Content vs. Community: How Online Publishers Can Nurture Both, Mashable.com,  viewed on 25th April 2012,  http://mashable.com/2011/08/19/community-content-publishers/

Engaging with modern consumers

Only a short time ago, brands were fighting the mass media war.  A large advertising and media budget was the solution for most companies wanting to generate brand awareness.

Fast forward to 2012 and consumers are more distracted than ever before.  They are spoiled with never-ending entertainment options thanks to modern technology.  Entertainment options now include traditional websites, YouTube, blogs, social media, itunes, smartphones, iPod and iPad apps, playstations, interactive TV, DVD recorders, Apple TV and the list goes on....   

In 2012, it certainly wouldn’t be unusual for a couple to sit together on a couch watching TV each with a tablet or phone in their hands. According to a Q4 2011 Nielsen survey of connected device owners in the U.S. , U.K., Germany and Italy, it is now common occurrence for people to be connected online whilst watching TV (both during the show and in the ad breaks).

Videos of people on their phones falling into fountains and walking into doors are plastered all over YouTube.  If consumers are accessing their smartphones and tablets whilst on the go and while sitting at home, how are they going to notice our billboards or TV ads?  

They probably won't....

Source: Hubspot.com (2011)

Skepticism is everywhere

A growing number of people have become skeptical.  Instead relying on the advice of sales staff and believing the over-promises made by brands in their advertising campaigns, many consumers are turning to advice from “friends” in their social networks, bloggers and independent review sites.

Fundamentally, consumers now have a choice. Technology has changed the landscape and the ball is now in the customers court. It is now even easier for customers to either find you or chose to ignore you. It’s getting harder and harder to reach them.

If we are interesting, believable, trustworthy and engaging they will find us.

In the words of Craig Davis, Chief Creative Officer, Worldwide.  J. Walter Thompson, “We need to stop interrupting what people are interested in & be what people are interested in.”

Whilst it can be a difficult task to “know” what our target markets are interested in,  technology now provides businesses with the ability to engage in two way dialogue. Online communities behave similarly to offline communities in that organisations who are able to demonstrate they are trustworthy, relevant and are engaging tend to have a more intimate relationship with customers which fosters loyalty and word of mouth recommendations.

We need to engage with individuals rather than on mass

Online communities allow us to gauge whether we are being “interesting” and resonating with our target market.  Where mass media allowed a scattergun approach when trying to  resonate with target audiences, online communities allow us to communicate with markets the way thy want to be communicated with.  Another benefit is that marketers now have the opportunity to adjust their approach if they find they are not attracting and engaging online community members.

According to Hubspot (2011),  Inbound Marketing costs 62% less per lead than traditional, outbound marketing.  

If it all makes sense, what is stopping some marketers?

Developing an online community allows businesses the opportunity to form longer term relationships and engage with customers in two way dialogue and is cheaper than traditional marketing. Why is it still that some marketers are resisting the transition?   Could it be that although many marketers are starting to realise that traditional marketing is less effective than inbound marketing, convincing traditional stakeholders can be rather challenging?  I've found that when the going gets tough, it's often suggested to do a quick, low budget short term "tactical" traditional advertising campaign to stimulate sales.  In my own experience this tactic hasn't proven to be effective over the last couple of years unless the campaign is based on some form of a discount.  Whilst driving brand awareness through traditional channels is still a necessity, short term advertising is rarely an efficient use of funds unless of course large budgets are attached or the offer is extremely compelling and unique.  Personally I'd rather leave the discounting to the low budget retailers and get back to creating compelling propositions and fostering brand loyal customers who are willing to pay the price tag.

References

Chaffey, D, Ellis-Chadwick, F, Mayer, R, Johnston, K, 2009, Internet Marketing: Strategy, Implementation, and Practice, Pearson Education, England.

Hubspot, 2011, 100 Awesome Marketing Stats, Charts and Graphs for You!, viewed on 7th April 2012, http://www.hubspot.com/download-100-awesome-marketing-stats-charts-and-graphs/

Miller, M, 2010, The ultimate web marketing guide, Pearson Education, USA.

Neilsen, 2012, Double Vision - Global Trends in Tablet and Smartphone Use while watching TV, viewed on 7th April 2012, http://blog.nielsen.com/nielsenwire/online_mobile/double-vision-global-trends-in-tablet-and-smartphone-use-while-watching-tv/

Reed, J, 2011, Get up to sped with online marketing, Pearson Education, England.

Vaczi, D, 2011, Is your marketing strategy annoying your customers? viewed on 7th April 2012, http://www.adherecreative.com/blog/bid/95662/Is-Your-Marketing-Strategy-Annoying-Your-Customers