Think Like a Rockstar: How to Build Fans and Community Around Your Social Media Efforts
The Influence of Mobile on Social Marketing’s Future – eMarketer
Mobile platforms and location-based networks could take social marketing to the next level
As the increase in smart device ownership helps put the mobile web in the pocket of more and more Americans, mobile will play a greater role in all forms of content consumption—including social media.
US marketers surveyed in June 2010 by PRWeek andMS&L Group believed mobile social would have important consequences for their brand. Asked which social media efforts would have the greatest effect on their company, 17% said more usage of social media on mobile platforms and a further 12% cited uptake of mobile location-based social networking.
Another 4% said investing more in Twitter would be their most important effort. While a majority of users access Twitter from their desktop, the microblogging service is a major example of greater use of social media from mobile platforms. According to the company’s blog, mobile usage of the site rose 62% in about four months, and mobile sign-ups increased from 5% of the total earlier in 2010 to 16%.
Currently, PRWeek and MS&L Group found that few US marketers were using specifically mobile-based social media tools, but the sophistication of smart devices has narrowed the distance between the desktop and mobile for many users.
Much of the marketing opportunity in going mobile lies with theability to use location data to bring consumers timely messageswhen they are already nearby and possibly considering a purchase. Social media could prove a smart avenue for such efforts; while pure location-based services like foursquare remain relatively niche, Facebook has picked up location-based check-in services, and social networking has been the single biggest driver of mobile app usage and browsing over the past year.
360 marketing and Social media: How can they work together? | Easy Online Jobs Review
The importance of social media for each and every brand is today a fact. It is a bit more difficult to move some companies to see what it could mean for them.
One of the key question should be: Do my clients or potential consumers use social media?…rather than I need to be on Facebook because my competitors are there. This chart from insidefacebook.com illustrates the profile of Facebook users per age groups. Is it relevant for a brand with a consumer franchise from 40 to 55 years old to focus on Facebook?
I came to the conclusion that there are 3 types of companies :
“We need to control”
These companies or brands are used to communicate in one direction (top=>down). They approach interactions with their consumers as they are doing advertising. Consistency of the brand’s communication is sometimes more important than the consumer experience. Typically, they would try to start from scratch their community, on their website with their content that they can control. As a consequence, individual initiatives from clients or employees could play against their communication strategy.
Some luxury brands could fall into this category. Frank Muller is a very exclusive watchmaking brand with very attractive (and expensive) watches. However, they have decided that on-line interactions with potential clients was not a priority. As an example, their website is more than basic and could create a gap between the unique experience in their store and actual behavior of luxury clients who are using Internet more than the average.
The banking industry could be on the podium. As they have a lot of regulatory constraints for communicating on their products and services, it is not natural for them to interact directly with their customers through social medias. Credit Agricole may be a good illustration as the top groups ranked on Facebook are initiatives from Belgium and Egypt.
Capital One is another interesting example. The bank became a case study in business schools for their outstanding customer service level. However, most of the groups on Facebook ranked first were set-up by very angry customers calling for a boycott! A step by step and very transparent approach is most probably the best way to advice them to move into a customer centric approach.
“What could we do?”
Nutella enjoys an amazing awareness, level of preference and became an icon of the childhood in several countries (at least in Europe). They invest massively in advertising, sales force (one of the biggest in France with 400 sales reps) and quality of product. However, they have not (yet) integrated social media actively in their strategy. Nevertheless, they contemplate +4.0 mio fans on Facebook (only first page of search), 17.5 mio search results on Google and even Twitter is spreading the word…without a massive participation of the brand! Fans organize even each year the Nutella day!
Nutella would try probably to work on interacting with those fans to support further the development of the brand value and/or turning them into more active ambassadors. However, the risk for the brand is perhaps to start being involved if it is not well understood by the fans.
Ford is another interesting example. They have recruited in the US Scott Monty to head-up their social media strategy. Scott Monty is a very popular opinion leader within the community of marketing professionals with his blog The social media marketing blog. It works very well for the time being. What would be the impact of Scott Monty deciding to leave Ford and to join a competitor?
“What do you need?”
Innocent drink is a good illustration of a growing brand for which part of core values comes from its community (on top of excellent products). The nature of the brand is to be opened on what is happening “outside”. As a result a competitor may copy their products but could not acquire from scratch the momentum they have built with their clients. They engage with their consumers through various means: packaging, website, YouTube channel, blog, podcasts, Twitter. Each of them has a specific function but consistency of tone and messages is clear and simple. They have established a lifestyle beyond a brand.
An established and international brand such as Starbucks has reached this critical step and is still able to interact with its clients through videos, discussion or instant messaging. They go even further in terms of community engagement with product development or a platform for local actions to support a cause. They have launched an interesting initiative in the US while they try to generate in-store traffic via Facebook. The promotion is called: Share a pint of new Starbucks ice cream (free daily coupons to be redeemed at the store).