Are you still relying only on the static web site that was updated 5 years ago, a few printed marketing materials like flyers, and an external agency that handles your email marketing? These alone may not work anymore for the benefit of your business. No matter how large or small, old or new your organisation is, social business has proved to be the order of the day. The good old ways of marketing using the traditional media planning and advertising in conventional channels and the emerging newer ways of using social media are not the same. In the same way, optimising your content and applications for the customary search engines is not enough, as increasingly they need to be optimised for social media as well. However, being a social business does not refer to tweeting a few times per week and collecting Likes on your Facebook page, though these are good starting points. In this post, we will look at what it takes for a business to become a successful social business.
1. Go beyond a single web presence
Having a web presence with a web site, which rarely gets updated is not a great step towards becoming a social business. You must increase your channels and distribute the effort, time and cost. Large organisations today have dedicated departments catering to social media and managing the campaigns around these networks. Increasingly these companies have people with the titles such as ‘Community Manager’, and ‘Social Scientist’. However, it might be an overkill for some smaller organisations to spend their resources on the social media marketing, at the cost of their core business. Bear in mind that there is no one-size-fits-all solution that works the same way for all businesses in the same way. To decide what you should have in your arsenal, you need to think about the following:
- What is your core business?
- What is the size of your organisation?
- Who are your target customers?
- Where do you operate?
- What resources do you have?
2. Conversations could be positive or negative
The focal point of the social and professional networks is enabling people to connect and indulge in conversations. Often these conversations could be negative as well, which is quite expected considering that people do have different experiences with brands. Although, the motive behind these interactions could be not just the brands, but also people’s encounters with products, services, solutions or most importantly other people representing any of these . Don’t expect people to always talk positively about you or your brand. Often they are influenced by their previous experiences with the which were not-so positive. Natural Language Programming and Sentiment analysis are a few of the tools that you can use to unravel the moods from among numerous conversations.
3. Conversion is the holy grail
Make no mistake, all that matters to a business in any industry of any size large or small, local or global, is conversion. Businesses since ages have been focusing on converting a prorspect to a customer and a customer to a loyal customer and then to a lifetime customer. The web came in and along with helping businesses achieve the above aspiration, also added another dimension. That of converting visitors to registered users and then to the customers. With the advent of Social media, the fundamentals and business models did not change. These social networks enabled visitors who follow your organisation or brand, to become friends and fans. The conversion from visitors to friends and then to customers has become an easier and quicker process, though the numbers are low.
4. Cut out your noise, care for people’s voice
Companies have been promoting their products and services vociferously as a ‘push mechanism’, using advertisements and branding campaigns. For these, they were using the traditional media such as Newspapers, Television, Radio and other print media. However, increasingly people are getting frustrated with the noise generated by these brands. The trust on these companies and brands and customers’ belief in what they say is dwindling. One of the key factors why social media have become popular is this decreasing trust in brands and increased confidence in what other people say and do. This is what I call the ‘Pull mechanism’. In order to make your social initiative a success, the pull has to be given an equal, if not more, importance than the push channels. Focus on listening to the voices of the customers and those people who matter to your business. Observe, respond and resolve the complaints, problems and service requests from the people on these social media. large organisations like British Gas, AT & T and Apple already are actively using social media like Twitter and Facebook to listen, respond and resolve customer complaints and issues.
5. Deliver congruent “experiences” consistently
The key to success for any business is to deliver delightful experiences to their customers. Whether you have products or services, instead of focusing too much on features and functionality, focus on the experience offered by them to your customers and users. These experiences too have to be consistent and unified across different channels, media, platforms and devices that you use to reach your customers. Inconsistent experiences lead to customers feeling dissonance and they are left confused with too may messages in too many forms. To offer this unified experience to your customers, you must balance the various channels such as traditional, digital,online, mobile and social media. Read this post on how you could achieve this integrated, congruent experience across multiple channels and platforms.
Hope you find this post helpful. As always, do drop in with your feedback, suggestions and critiques to help improve the quality of our blogposts. Until next post, Ciao!