Customers “Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg For communities, read customers. The opportunity lies where ‘new media’ meets traditional. But we’ve been calling it ‘new media’ for 10 years. What are you doing now and where will your customers be next week?
The stats Recent research from Forbes demonstrates exactly how valuable Facebook Fans are to a brand:
They are 41% more likely to recommend a company.
28% more likely to continue using them in the future.
Fans are worth on average $136.38 to a business and spend $71.84 more per year.
Search + Social Media increases CTR by 94 percent. (GroupM and comScore)
The way we were It’s all about search, paid and natural. And conversion. And maybe a follow-up email. Done. ‘traditional’ media = + +
The way we should be now Now social influence during the search and research phase is more important than ever... = + +
Remember the basics Remember the basics: the digital landscape is ever-changing, the key is to not get distracted by the latest shiny route-to-market, but integrate it with your existing digital activity. ‘Traditional’ approach:
Traffic – keyword to landing page
User experience – from calls-to-action to form usability
Mobile Mobile shouldn’t remove the opportunity to consultatively sell. There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services. Mobile should
Anyspacedirect.co.uk New technology Brand building New sales channel
The point Engaging your customers via the most effective means.
Social change Social commerce – e-commerce through social networks Social change: social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there) Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation it is amplified.
Open social discovery Facebook Connect Share on Twitter Then aggregate...
Social curation Buzz monitoring combined with reviews Quant plus Qual Trusted / respected source of opinion
What next? By 2014, more people will be accessing the internet on their mobile phones than laptop / desktop computers* Web 2.0 was when the consumer started creating instead of just consuming. Now we can influence brands; we have (some) control.. Next step: "sensor-driven collective intelligence“** The final disappearance of the boundary between "life online" and "real life", between the physical and the virtual. Oh, and Twitter advertising is coming to the UK. *Professor Manuel Castells – Digital Obama Architect **Tim O-Reilly “We fear change.”