Customers love having the opportunity to influence the direction of companies, but they’re unlikely to provide valuable ideas without being prompted first. Companies need to start by proactively posting or tweeting questions that ask for customers’ thoughts on specific product ideas, marketing strategies, or anything else relevant. And when people answer you, dig deeper! Turn any initial feedback you get into a conversation, and try to create something real from the dialogue.
Since it’s usually the marketing department that controls a company’s social media activity, it’s not surprising that the majority of information companies share over social media is about their own products or services. The problem is that promotional tweets and Facebook posts don’t generate useful conversations with fans. It’s not all about you! Instead, companies should post fun contests, polls, and questions to let their customers know they value their opinion, and that they have a personality.
Most companies believe they’d be better at social media conversations with customers if they had more people or time to work on it. While this is probably true, the misstep in this situation is neglecting to realize that effective social media engagement doesn’t have to take a lot of time to be effective. In most cases, those managing social channels just need a bit of direction and focus. Often, just getting together with the marketing, product development or customer service departments can help you set a course that’s both manageable and worth the time and effort.
When I speak with companies about the feedback they get from customers over social media, most are overjoyed by the amount of positive comments they receive. Sure, knowing what you’re doing right can be helpful, but companies need more than positive feedback to help drive progress. For more useful feedback, companies should post and tweet questions that are relevant to specific areas the business explores. Feedback in response to the question “What new watch designs should we offer?” will be more valuable than compliments on how sweet your watch bands and face designs already are
Usually the people who monitor social media channels within a company aren’t the same people who make decisions about the direction of the company. This means that many valuable ideas that come in through social channels are never even considered. To fully take advantage of social media as a tool for progress, a system needs to be put in place to make sure the ideas coming from customers over Facebook and Twitter are passed along to the appropriate decision-makers. Communication is essential in order that feedback can actually cause change. Also, once customers realize their ideas are being turned into reality, they’ll be more likely to contribute new ideas again.The good news about social media is that it’s prime real estate for trying out new things and talking to your customers all at once in a way that’s never been possible before.Ever find yourself violating any of these social media faux pas? What have you done to make your communities more vibrant channels for capturing ideas?
SOCIAL MEDIAMARKETINGPrepared by: Aurore Jabbour, MariamChammas, Nadim Sayegh
Outline Glossary What is Social Media? What is Social Media Marketing? History of social media marketing Facts and Numbers 12 social media principles Why using social media marketing Social media Mis-usage Examples References
Glossary Social media, social media marketing, facebook twitter, linkedIn, Outbound marketing, Inbound marketing
What is social media Social Instrument of communication Instrument of communication like a newspaper and a radio Social Social Media
What is social media Media Social Media Web and mobile Interactive technologies dialogue
What is social media marketing The way to use technology to build relationships, drive repeat business and attract new customers through friends sharing with friends By utilizing the social aspect of the web, social media marketing is able to connect and interact on a much more personalized and dynamic level than through traditional marketing. Example:
History of marketing New technologies continues to emerge Earning the attention of and become adopted by 1400-1900: making yourself prospects, 1929-1949: The wide audience 1950-1972:printed advertising easy to be found and emergence of Mobile phone gains Marketing grows up drawing customers to your new mediums appears popularity website by producing Internet became a content customers value viable tool for commerce opening the door for an explosion in marketing2003 +: age of 1995- 2002: The 1973-1994: The digital age INBOUD Bubble emerges MARKETING
History of marketing 1400-1900: 1929-1949: The 1950-1972:printed advertising emergence of Marketing grows up appears new mediums2003 +: age of 1995- 2002: The 1973-1994: The digital age INBOUD Dot-com Bubble emerges MARKETING
1973-1994 Print advertising 1981-1984: became easier 1973 - Ibm personalMotorolla computer mobile - Apple macintosh phone TV displaces newspapers as 2G mobile the largest ad phones allowing medium sms messaging XIT
History of marketing 1400-1900: 1929-1949: The 1950-1972:printed advertising emergence of Marketing grows up appears new mediums OUTBOUND INBOUND MARKETING MARKETING2003 +: age of 1995- 2002: The 1973-1994: The digital age INBOUD Dot-com Bubble emerges MARKETING
Facts and numbers Facebook Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues
Facts and numbers Twitter Social networking and microblogging service that allows you answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers."
Facts and numbers LinkedIn: LinkedInis the world’s largest professional network with over 120 million members and growing rapidly. LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.
Social Media Marketingprinciples Social media marketing is changing the marketing landscape so fast that companies are struggling to adapt their strategies and tactics So what are some key elements you need to keep in mind to market on a social
Share Go Real Engage Time Educate Listen – Don’t Sell Social media Entertai Show Marketing n– Your Don’tPassion principles Market Target Your Go Niche Multicha nnel Think Give Like a Infos Publishe Away r Think For Free Multime dia
Why using social mediaSocial media extends you, your brand, and your relationship with your customers. Social media marketing sites are popular and users are active Social media provides instant feedback. Social media marketing sites are free Social media is everywhere.
Why using social media Social media encourages two-way communication.
Social media Mis-usage Here are the biggest missteps when it comes to using social media as a tool for progress, plus some advice on how to overcome them.
Social media Mis-usage1 - Companies Don’t Ask for New Ideas Over SocialMedia.
Social media Mis-usage2 - Companies Use Social Media for Self-ServingInformation.
Social media Mis-usage3 - Companies Are Strapped for Time and Labor.
Social media Mis-usage4 - Companies Receive Overwhelmingly PositiveFeedback on Social Media.
Social media Mis-usage5 - Companies Receive Feedback, Then NothingHappens.
Examples Zaatar w Zeit Zaatar W Zeit is a hip Lebanese baked wrap concept. Launched in May of 1999 their first branch in Sodeco Beirut, to offer a new spin on this Lebanese favorite to mankousheh lovers all over Lebanon in a comfortable and cozy environment, with a friendly service and a smile. The concept rapidly witnessed a huge success and expanded massively, opening in
Examples Zaatar w Zeit social media marketing Zaatar w Zeit turned to Eastline Marketing to create a Social Media Strategy for new menu items that would trigger a demand and build an online presence for the brand. Eastline Marketing: they deliver accurate and comprehensive services in the domain of Social Media Marketing, Search Engine Optimization, Paid Search Marketing, Online Advertising, e-PR will allow you to attain your set sales and communication objectives.
Examples Zaatar w Zeit social media marketing goal: Increase brand awareness Remain top of mind Build an online community that engage consumers with brand Familiarize consumers to new products Launch new products
Examples Zaatar w Zeit social media marketing solution Eastline Marketing launched promotional campaigns for each of the newly added items, along with a continuous brand awareness campaign. Creation of the Facebook FanPage Eastline Marketing also developed a fun contest to engage consumers and familiarize them with the newly launched products.
Examples Zaatar w Zeit social media marketing solution Maintaining a robust brand presence in social spaces, such as on Facebook, giving consumers a platform to interact with Zaatar w Zeit Starting conversations with online influencers
ZwZ social media marketingsuccess keys Right timing when making facebook fanpage people were all over facebook, uploading pictures, changing status… Having an ad on Facebook People can see it and like the page Increased the fan numbers Launching the new menus and new campaigns : They always have something new to talk about ; something that interest their clients and keep them loyal -> Facebook Fans are never bored
ZwZ social media marketingsuccess keys Zaatar w Zeit Fanpage interacts a lot with its fans complains and critics about the restaurant they don’t delete the comments from the fanpage, but they answer their fans they are very open to any critic or suggestion, they discuss it with the fans, they try to get as much information as they can, to improve their service. Always online, changing statues, and responding immediately to all the wall posts and messages; this shows their care towards their clients; and people love this!!
ZwZ social media marketingsuccess keys The fanpage of Zaatar w Zeit gave them the chance to be in a one on one relationship with their clients and potential ones of course; they know what they want and they give it to them, people feel that they are dealing with a friend that really cares about them.
ZwZ social media marketing results Increased fans by 400% Recruited substantial participants / database marketing in the contest