Many companies are developing social media marketing plans on all of the large social networking platforms like Facebook, Twitter, and Google+. One of the largest problems that seems to be overlooked is the integration of relationship marketing with social media. Social networks can be great for businesses and their brands, but if engagement is not up to par, then savvy consumers will simply move on to the next brand. As the use of social media in marketing plans continues to grow, companies need to develop new and engaging ideas that keep their brand fresh in consumers’ minds. Guy Kawasaki, a prominent leader in Silicon Valley and co-founder of Alltop.com, and Mari Smith, a Social Media Thought Leader, Relationship Marketing Specialist, and often referred to as “the Queen of Facebook”, hosted a Webinar on Wednesday, March 28th 2012 on the “7 Hottest Social Media Business Trends Impacting Your Profits Today.” The following is their advice for major focal points of social interaction:
- Big Brand Bypass
- Companies need to use a small village approach where buyers can go directly to the end user
- Companies must be at the top of consumers’ minds when they are ready to buy
- It is okay to promote your product or service as long as it is not your primary focus on social media
- Humanize to Monetize
- Personality means profit; brands need to establish an engaging personality
- Engaging with customers and fans can help bring in business
- People crave that human connection, whether a brand is large or small
- Caused-Based Consumers
- Gain consumers’ trust; meet their expectations in terms of environmental and ethical business practices
- Companies and their brands should be vocal about the causes they support
- Integrate more transparency and value to your brand
- Super Social Status
- Status includes a brands’ skills, generosity, environmental awareness, etc
- The level of your “connectedness” to customers (engagement on twitter, Facebook, foursquare, and blogging) trumps monetary position or material status
- Establish credibility and social status by becoming a ‘mass’ influencer
- Companies should showcase their top tweeters, Facebook fans, foursquare check-in’s, and Google+ ripples because they can help influence many others
- Awesome Vs. “Flawsome”
- Embrace the flaws that occur. Customers are accepting of flaws because it gives your brand a humanized quality; flaws show how a brand is improving over time
- Companies should handle negative comments; don’t delete them.
- Being open with fans can lead to a spike in brand trustworthiness
- Mad for Mobile
- Mobile device usage now outnumbers computers 5 to 1
- Buying decisions are influenced by their connections; consumers can now scan a code via their mobile device, in-store, and be directed to a website with other products, reviews, etc
- Mobile customers are your ambassadors
- Mobile opportunities are rising; companies should integrate mobile marketing strategies into their plans
- Privacy Paranoia
- Companies should make sure employees and customers feel safe and worry-free
- Create a policy to eliminate open and misused web access information
Business are using “shotgun” approaches to utilize all social media platforms. However, pulling out profit and finding a strategy that sticks is still the number one challenge for all companies using social media marketing. What strategies or trends will you use to connect with your consumers, friends, and fans?
Bradley Parcella is an Account Executive at Response Marketing.