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Four Ways to Leverage Social Marketing

“Everything should be made as simple as possible, but not simpler.”
— Albert Einstein

I recently asked my niece, who had just started at a new school, how things were going with the increased coursework. She just shrugged and answered: “Eh, it's not rocket surgery.” I don't know where she learned it, but I think about that gesture often when I've worked myself into a brain-tangled fit trying to find the answer to a problem. In the end, there is a simple way to approach most everything, and in my world, 9 times out of 10 it's also the best way. Things are confusing enough without my adding to the mystery.

My approach to social management is a good reflection of this theory and one that I feel pays dividends in saved time and stress over the long haul. I broke it down the other day to four key points. I hope that using them will help you simplify your approach as well.

  1. Know your customer:
  2. How? However . Post a survey; do some research; slip a couple of questions into your company's yearly review email; do whatever you can to get that little bit of knowledge that can help you steer the ship. Tools like Flowtown allow you to discover if your customers are engaging in Social Media in a public way. Simply by knowing an email address, the tool can analyze public data and tell you where else the interested parties may wish to engage your brand.

    Don't fret, we are only talking about public information here — open Twitter accounts, public Facebook groups, and LinkedIn profile pages. And lastly, expand your ability to gather information by educating your sales teams. Give them solid reasons to ask the right questions and get you the information that will help you help them.

  3. Keep records:
  4. Once you do discover the information you are searching for, make sure it is represented somewhere in your database of knowledge about your customers. I'm not talking about a tick mark on a spiral notebook here — this stuff is worth a column in your customer database. It speaks to many things. For instance, an interest in social media tells you your customer is online, open to new learning, probably embracing mobile, and probably interested in connecting with your company in more ways than he or she is currently being offered. That's important stuff to know when making major marketing decisions down the road. CRM tools are becoming social, embracing the concept of social CRM, explained here by Jacob Morgan (@jacobm) on Social Media Examiner.

  5. Target your messaging:
  6. Though this may sound easy, in the social media world the definitions are not clear cut. Those who don't use social media tend to think the distinctions are: “Uses those social media things” and “Doesn't use them.” The reality is much different, however. Within the user group you have people who gravitate to the different platforms for various reasons: Twitter people and Facebook people; LinkedIn and Google+ people. They all do what they do where they do it because they have a choice, and they prefer their messaging to come in a certain way. Do your research to know what stories, messages, and voice will fit each platform and craft your messages accordingly. Resist the urge to use the “post-to-all” feature in Hootsuite or other aggregators, and take the time to make that short bit of attention you will get from your visitor count.

  7. Measure and course-correct:
  8. In order to know if you are doing it right, you need to see the metrics. Take advantage of tools like bit.ly or ow.ly and analytics programs like Google Analytics to gather feedback on your campaigns. Solicit feedback when you can. Ask open-ended questions that encourage comments and discussion. Not getting what you want out of your time? Then try something else. Nobody said there is only one way to do this. You are unique and so are your customers. If it's old-fashioned trial and error that leads you to what works, then turn the ship as often as it takes to find the right path.

So, what steps do you take to simplify the model? What areas receive most of your focus when your time is limited? Share your thoughts below.

21 comments on “Four Ways to Leverage Social Marketing

  1. Nemos
    September 18, 2011

    She just shrugged and answered: “Eh, it's not rocket surgery.” If you know what you are doing it seems simply and easy, but if you don't know it seems the problem like a big mountain, like a fortress. I totally agree with Einstein's motto, but I don't understand why not simpler?  Specially, if you want to teach, or if you want to make the other to take a taste about what you are saying.

  2. Houngbo_Hospice
    September 19, 2011

    A good social marketing strategy should also be focussed on building a loyal community through campaigns, customers experiences or advocacy. This could be a long-term goal of any social marketer.

  3. Daniel
    September 19, 2011

    Know your customer (KYC) is an important factor. Once you know your customer and their requirement, follow up and cater their requirements are also key factors for building up a healthier business relation.

  4. FLYINGSCOT
    September 19, 2011

    I read your article with interest.  I believe using social networking is a powerful medium to improve a company's bottom line.  However I also believe many traditional companies don't know where to start tapping into the “force”.  As a result many will do nothing about it and others will dabble ineffectively.

  5. Jay_Bond
    September 19, 2011

    This was a well thought out article with four good ideas. I often find myself overanalyzing many problems or issues when the easiest one is the simplest. I think if more companies look to engage their customer base following your rules, they will great advantages where they never thought were possible.

  6. Taimoor Zubar
    September 19, 2011

    Great post, Andy. I agree with all the points you mentioned.

    I think the most difficult part in this approach is to correctly measure the impact of your social media campaigns. While you may certainly have a large number of 'fans' on your Facebook page or 'followers' on Twitter and several 'likes' and 're-tweets' about your messages, at the end of the day, it's difficult to actually assess the impact that may have had on your overall sales. Tools like Google Analytics may tell you who your visitors are and how often they visit you, but do they actually get influenced enough through your social media campaigns to become loyal customers, that's really difficult to asses.

  7. alawson
    September 19, 2011

    @TaimoorZ – That's a good point that needs to be clarified. It's not the power of the tools within the system that work for you in the end, but instead how you string together an integrated model that reaches from your customer to you and gives you metrics and confidence in the steps you are taking.  Thanks for commenting.

  8. Mr. Roques
    September 19, 2011

    Great post, we live in the information era and what you talk about is precisely that, gather info, process info, targeting based on that and gather feedback.

    Thanks again for the info.

  9. prabhakar_deosthali
    September 20, 2011

    In my opinion , instead of analysing how many 'likes' or 're-tweets' you received for your messages , it may be a better idea to get the end customer feedback after he bought a product from your company, to know whether his buying decision was infienced by the advertising on any of the social media.

  10. saranyatil
    September 20, 2011

    Intersting article. The best part in today's generation is social networking has become more mightier than media and news papers. Indeed its a right way for companies to promote their products and also can analyse their reach to customers. I feel with the number of likes and re tweets we should be able to judge the customers ecosystem.

  11. alawson
    September 20, 2011

    @Mr. Roques Thanks for the comment. I laugh on the inside whenever I hear someone describe Social managers and jobs as being 'fun' and 'soft, and even 'juvenile'. The Truth is that it's mainly a numbers job. Not the number of retweets, followers, etc, but the true metrics behind engagement that answer the question: 'Are you in tune with your customer?'

  12. alawson
    September 20, 2011

    Thanks Jay_Bond. Although I know that more complex systems CAN deliver better, I think the majority of companies and marketers have to prove they can make the simple model work before getting fancy. I really do apply this concept to many things I do.

  13. alawson
    September 20, 2011

    Thanks for the comment, Jacob. Very well put and concise. Really, does anything succeed without KYC?

  14. Tim Votapka
    September 21, 2011

    Two points to add on the social media line:

    1. Keep it business; keep it professional; keep it under control! There's a reason it's called “social” media and not trade media. Anyone is free to open an account and go to town with Facebook, Linked In and so on. Just remember, if you're using these channels to promote your company, be mindful of any corporate marketing communications guidelines or standards. If you're not the spokesman for the organization, don't communicate like one. If you're a staff member (sales, admin or otherwise), remain loyal to the name on your paycheck.

    2. Ply the Linked In waters for special groups you can join or even start up. This way you own a more receptive audience, but again, use the admin priviledges wisely. The more “social” we get, the less control we have over who owns the rights to contacts and data pulled from within the public domain.

  15. stochastic excursion
    September 21, 2011

    I tried to get the on-line article, but it looks like this link is no longer up.  http://www.socialmediaexaminer.com/what-is-social-crm/FirefoxHTML%5CShell%5COpen%5CCommand

    Are there alternative resources to find out more?

  16. alawson
    September 21, 2011

    @Stochastic Excursion – It looks like that link is incorrect. The correct link is: http://www.socialmediaexaminer.com/what-is-social-crm Hope that helps. If it is wrong in the document, then I will submit to have it corrected. Thanks.

  17. Ms. Daisy
    September 21, 2011

    Great post and good advice. I will add mainting good boundaries between social and business. Lack of clear boundaries when engaging customers will eventually erode the trust built in the course of conducting business and may prove costly later.

  18. t.alex
    September 25, 2011

    In the social networking, a good customer feedback (e.g. On facebook) can have compounding positive effect. On the other hand, a bad one can be equally damaging.

  19. JADEN
    September 26, 2011

    Social media is full of potential if used correctly. The secret to success using these popular sites is to concentrate on building a community of like minded people. People who will have some interest in what you have to offer.

  20. Mr. Roques
    October 28, 2011

    Well, ideally, that would be the best way but most of the time the customer's not into answering questions (unless you offer them a discount or special offer … “free shipping if you fill this quick survey”).

  21. Mr. Roques
    October 28, 2011

    So Twitter is not successful? How do you go mainstream? You need to open the gates to anyone… you might be able to say Twitter is for “like minded people” that want ot share their life but that includes many more people than twitter has.

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