Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Success in social media is based on audience


Published on

Success in social media is plain and simple, success in social media is based on audience. Social media is all about transparent conversations which can even lead to
business partnerships, collaborations and even employment. So get to know your audience and understand their psychology. Then you don't need to find influencers to amplify the effect of your messages, because every single one of your audience is an influencer. This is the social media culture.

Published in: Marketing, Business, Technology
  • Be the first to comment

Success in social media is based on audience

  1. 1. Success in social media is based on audience not influence By: Ehsan Khodarahmi Twitter: @eksays June 2012
  2. 2. Introduction Social media was once seen as “chatter” by major brands not so long ago; but now everyone is talking about it! There weren’t job titles like “Social Media Director” or “Social Media Account Director” up until late 2010. Today, there are countless individuals claiming to be social media “expert”, “guru”, “ninja” and “architect”.
  3. 3. The social media culture Social media is as old as the earth; there is nothing new about it. Brands need to acknowledge this and apply necessary changes to their overall corporate culture; including reviewing attitude and behaviour. If used effectively and consistently, social media can help brands build trusted relationships, develop personality and manage reputation. Remember, it is your personality that gives personality to your brand. Pic by:
  4. 4. The truth of social media It is rather difficult to believe the number of social media experts and gurus out there. There is no doubt that some people know a bit more about the medium but, this does not make them a guru; does it? Social media has changed the old one way avenue of communication; and to some extent handover the controlling power from PR and CSR hands to people. Communication is now a high way with dozens of lanes; where people (customers and prospects) lead and respect and attention to details rule. If some drivers ignore the signs in the high road, they will be avoided by others; as no one wants to waste time in an accident scene.
  5. 5. Nature of social media Before our modern days: • Cavemen stories? • Engraving images and symbols on the walls of caves? • Making sounds to communicate? • Alerting each other through fire and smoke? Today, with the presence of technology and innovation: • Residential and holiday homes? • Graffiti as well as creative graphics and illustration? • Languages and psychological analysis? • E-mail alert systems and news sources?
  6. 6. Social media communication Brands started using social media since they spotted an opportunity to sell more. But, social media is not a sales machine; hence most of struggling with being “convinced” about the value of social media and its ROI. Brands tend to sell around the clock, but reluctant to dedicate enough resources to their Social Media customer service; customer service is the new PR. When people trust and feel comfortable communicating with the brand in real time, they would buy from them. If brands aggressively push sales and marketing messages, they are unlikely to win “hearts and minds” of their audience.
  7. 7. But how to sell on social media As soon as brands start talking about selling; they cannot listen to what their audience have to say. Therefore, people switch off! Brands are coming up with online competitions to attract fans and followers but, as soon as the competition is over, the buzz fades away and engagement drops. Building relationship with Twitter and Facebook audience is important; that is what Establishes trust and earns loyalty and advocacy; which will lead to sales. Remember, buying loyalty lasts as long as long as a PR campaign or a competition lifecycle. People value transparency and ethical business practices. Jay Baer, President of Convince and Convert, says: advocacy is conditional; which is sadly underrated by some brands.
  8. 8. Success in social media Success in social media is plain and simple; success in social media is based on audience not influence. Social media is all about transparent conversations which can lead to business partnerships, collaborations and even employment. LCD model is a very simple demonstration of how success can be achieved on social media channels.
  9. 9. Social media audience Real people interact with each other on social media channels. They do not pay attention to one another’s Twitter followers and Facebook fans; they only care about the each other’s quality of conversation, personality and decency.
  10. 10. Put people first, social scores last Social media is people media; regardless of their influence score, number of followers and number of retweets they get. There are certain tools and specific hash-tags that can automatically retweets anything – but so what?! Oliver Blanchard has written on his blog that “my barista actually might have more influence on me than Justin Bieber, even on Twitter.” He is right in saying that; how many celebrities do you know who endorse a product that they genuinely believe in and consume? Buying followers on Twitter and likes on Facebook by some brands is similar to the way brands used to buy email lists for their CRM. This may not be an expensive exercise but it is for sure inefficient; since purpose is missing and communication may not be as targeted and relevant as it has to be.
  11. 11. Practice social media responsibly Brands have to commit to act and behave responsibly on social media. It is obvious that businesses would like to drive more revenue though any channel they invest time and money in; but it is vital to acknowledge and respect the culture and attributes of each channel. British Airways and the Arsenal Football Club are among very few good examples of social media best practice; simply due to the level of consistency and transparency in their communication and tone of voice.
  12. 12. Engagement is key People want to see the human side of brands, they want to be valued and seen as individuals; not numbers and another opportunity for brands to make money out of. Share what your audience like to see and you don’t have look for “influencers”; simply because every single one of your audience is an influencer and you need to recognise this fact; a culture @SMXChat is trying to promote through gathering a great network of contributors every week from all over the world on Twitter. This image published by British Airways on their Facebook page generated over 940 likes and 140 shares within just few hours; what do you think that this means?
  13. 13. Consistency in brand voice Likes: 380,721 Talking bout this: 45,945 Tone of voice is incredibly important in driving engagement; British Airways have done this by making sure all their messages and graphics are all in line with their brand objectives and business strategy.
  14. 14. Integrated social media approach British Airways is amongst very few brands in the UK to get the purpose of social media right. The airliner has strategically adopted the new media to communicate with their audience and creatively exercise modern marketing and advertising.
  15. 15. Social media brand positioning Likes: 10,649,895 Talking bout this: 221,537 The Arsenal has an active and effective presence in social media. The football club create engaging content within right context and environment. So, it is not all about content ; context is even more important.
  16. 16. Listen to your audience The Arsenal is a very good example when it comes to protecting their brand through listening to what is being said about them and responding to fans accordingly. Impressive 75% of sentiments on Twitter about the Arsenal and 83% about the British Airways are positive. Brands cannot be popular if they do not listen to their audience. The Arsenal posted this image on their Facebook page on 31 May 2012; it generated 11,836 likes, 409 shares and impressive 607 comments just in couple of days. What does this mean to you?
  17. 17. Create context in social media The Arsenal is one of the most popular football clubs on social media, simply due to their creative yet simple approach. The Arsenal create the right context through engaging and interactive content. The football club very well understand the significance of social media brand positioning and its impact on brand equity and business reputation.
  18. 18. Social media is not rocket science Social media is fun, cool, prestigious, rewarding and a necessity in business and customer service. It is however, a heavily responsible commitment; exactly like a captain’s job for a passenger plane! Picture is courtesy of British Airways
  19. 19. Please feel free to share your thoughts and comments. Did you like it? Why not share it with others, they may like it too! Ehsan Khodarahmi @eksays