The 1st Social Media Marketing sharing was awesome!
It was held at Starbucks e-Gate, Penang in conjunction with Global Entreprenuership Week 2009.
Over the nearly 3hour session we’ve managed to cover a few important topics about how to start and manage as well as monetize social media marketing campaigns. We’ve got good sharings from the crowd about their own experiences, achievements, challenges and case studies.
Here’s a few points to take home summarized from the session.
1. Set your Engagement Strategy right
One phrase I’ve coined many times during the discussion as I think a business/brand must have what they want to do in mind for long term before jumping in. Be it customer service, knowledge sharing, PR or purely marketing; you must have a strategy in mind on what you want to aggregate to your followers, how do you want to communicate and most importantly, if negative feedbacks kicks in, what can you do?
(Tips: don’t delete comments, use Google searches, social search on Facebook, Twitter and Bing to identify those who’s talking about you and participate in their conversation)
2. Be a friend, don’t sell
Social networks is like a huge party where everyone wants to come in for fun and make some friends. Think from this perspective would you want to have a friend who keeps selling you what he has to offer? Why not get loose a bit and mix around, have a drink and tell me when I ask you?
(Tips: write your page description right, choose the best page name and vanity URL, link your Twitter and your website/blog too.)
3. Make a promise and deliver
When people join your network as fan/follower, they’re giving you permission to talk to them. Remember everyone is now a media themselves and they’re aware of the power they have. If you’re not living up to what you have promised, there ends our relationship and I will tell my friends too. Marketers are now aggregators, organizers and story tellers and authentic and remarkable stories last longer now. It is not advisable to go into social media marketing wearing a salesperson’s hat.
(Tips: Giveaways, contests and the story on how a business started and made it is inspiring and people love it. Identify early adopters too.)
Super short attention span, swarmed by information, immune to advertisements, you name it. Consumers now are so self-centric and usually don’t have time to choose. We believe that advertising is no longer king and marketing has gone back to the era of word-of-mouth where we ask our friends for references. So now, what you’ve got to offer again?
(Tips: Privilege is a reason for brand loyalty but long term engagement that enriches their life is more appealing. Speedy customer service using social networks anyone? Or maybe you can soft launch your new product to your Facebook fans only, just thinking out loud.)
5. Know your fans/followers well, listen!
Online organizing is the second step after your engagement strategy, and it is so important that you must understand the behavior of your fans/followers by keep testing different organizing strategies. Dive into the social media sphere and listen, engage and nurture conversations, feed them information to talk about, give them inside scoop and share what you have by giving them what they want.
(Tips: analyze your Facebook Page analytics, Google Analytics is another good tool or maybe you can try Radian6 if you want to.)
6. Social Media ROI
Social media marketing is not only about selling, it also involves PR, brand building, customer service and many other metrics. It is not always about money, just like you’re advertising your website using Google Adwords, the traffic is your ROI with lower bounce rate and higher conversion rate. But you must set your goal right and clear, let’s start with social mentions around social networks, then traffic and then number of leads you got from social media campaigns or maybe the cost saved by cutting down your call center by actively assist your clients using Twitter.
(Tips: Monetization may not be directly from your fans/followers, how about leveraging on other brands? Let say you do events, get your sponsors to giveaway some freebies exclusive to your Facebook fans by sending them a special code via updates and ask them to redeem the freebies at the event venue. If it is petrol voucher of RM10, may I know if anyone of you spend only RM10 each time you refill?)
What I can say is, it was really an awesome meeting and we’re glad to see more businesses/brands are taking notice about the importance of social media marketing and the impact it brings.
A self-taught marketer who gained reputation thru trial-and-errors in the industry. Believes that great brands come from great leaders, and great leaders are those who understand the purpose of whatever they’re doing, and always hold strong to the core values. A marketer who believes that great marketing strategies can be found in life, in stories around us.