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Introduction!

This is the post excerpt.

Social Media Marketing is simply the use to social platforms to promote  your business in the digital space. In simple words, it is a form of internet marketing and the company using it, has two main objectives; increase brand exposure and broaden customer reach.

A few tips to note before you plan your social media strategy!Capture

YOU CAN’T IMPROVE WHAT YOU DON’T MEASURE!

We are in a world of Digitization where companies are constantly competing to create the best or most appealing campaign, website or a sales funnel. It’s strange that they don’t invest time, in defining a purpose for running a digital campaign which eventually fails to align with their fundamental business objectives. For instance, businesses form decisions on the number of likes or view their website or campaign receives or some are constantly striving to increase their likes or views; but at the end of the quarter, when they review their financial statement, they wonder ‘Hey, my profits really didn’t change much’.

In contrast companies which use a structured methodology to track their key driving indicators and identity tools to measure them are able to make well-informed decisions on their campaigns. An immersive technology company, YouVisit used Google Analytics tool to control and track their digital communications. Google Analytics is Google’s web analytics tool which helps businesses to track the traffic on their page.

Why, What, How, Where

Accordingly to Avinash Kaushik, businesses should aim at discovering the reasoning behind their campaigns by addressing the four deeds, WHY | WHAT |HOW | Where.  YouVisit had clearly defined their vision and objective behind their campaign, of helping customers to create and engage with immersive content which is close to real life. They made sure their objective is doable, understandable, manageable and beneficial or what Kaushik calls it as ‘DUMB’.  They knew their product was in the market and was gaining the expected sales funnel, however their objective was to create that data to back up their campaign’s success, at the same time have a statistical response rate to their potential market. That’s WHY they used Google surveys 360 to understand their new potential market’s perception and at the same time, seek reviews and feedbacks from their existing customer base to substantial create case studies. They also identified their Key Performance Indicators, for instance, for them it was to get a significant percentage of the number of people buying their products, which would eventually help them to measure their success against their pre-established objectives. This tool helped them to discover that 23 million Americans had actually tried virtual reality which was far from what they had expected. This motivated them to create campaigns that can connect with the customers and create a sense of presence for them.

Therefore to monitor your business sustainability, identity tools of measurement to create the big data. Highly recommend you to undertake the Google Analytics online course which will help your future business to capture real time data of individual digital campaigns you undertake.

References

Avinash Kaushik. Digital Marketing and Measurement Model. Retrieved from https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

Google Surveys: YouVisit Case Study. Retrieved from https://www.youtube.com/watch?v=0bKApmWti-Q

 

 

And again, Yes, People do Matter!

  • Why Monash University recommended us to read the book ‘The Tipping Point’?
  • How does Coca Cola manage it’s marketing communication messages to go viral, at the same time, connect with the customers?
  • Why did it become ‘COOL’ for teenagers to post their life stories on social media?

If you want to know secrets of viral marketing, The Tipping Point is a book to read! Viral marketing is the art of getting your brand message infected into the crowd, thereby generating traffic and buzz. Malcolm Gladwell explains the concept of social dynamics through one of the examples in his book, on ‘how one sick individual in a group can bring about a flu epidemic’.  Gladwell illustrates numerous examples by using this metaphor, ‘social epidemic’ as a visualization of how ideas spread, thereby emphasizing the importance of how a small thing can make a big difference.

The best example to relate this concept, would be ‘The Ice Bucket Challenge’ which got viral all over the world. The video clearly shows how a message from Mark Zuckerberg reached Bill Gates and infected him to be a part of this ritualized social expression called social epidemic.

So the question arises, how does this kind of infection, this contagiousness work? How can you make a tipping point for your customers? The three laws stated below by Gladwell play a crucial role to design a tipping point for your business which help to increase your audience reach.

Rule 1: Law of the few

80% of your business is generated from the 20% of your current customers. With this 80/20 principle, Malcolm states that in order to gain momentum for your idea, you need to identity key people who can campaign your message, concept or product, before it can reach the boiling or tipping point. For example the 20% of the beer drinkers, drink 80% of the beer in the world.

Gladwell classifies three categories of people who can help your business reach a Tipping Point.2

1. Connectors | Networkers

A classic example of this category can be Lady Gaga, the American singer, songwriter, and actress who has an appropriate social standing in the industry and a huge fan following. She is one of the celebrities, who have the highest number of followers on twitter.  Tiffany & Co features Lady Gaga to be their Legendary Style ambassador. As a person, Lady Gaga is a true New Yorker and style icon who fiercely supports feminism and this aligns well with the tipping point message Tiffany & Co wishes to reach.

     2. Mavens | The Influencers

These are people who believe in sharing valuable information with others and it is because of their this attitude, that their information is highly trusted and bookmarked by their followers. One such YouTube tech blogger is ‘DailyTekk’s YouTube Channel’ who shares his reviews and perception about the technology market with his visitors.

   3. Salespeople

While we can define connectors as the social savvy people and mavens as the data storage and providers; salespeople are those categories of people who posses the power to convince people to act.  Consider an example of Steve Jobs; his product presentations deliver a message across millions of people who believe in this dream and service offering. They believe in his innovation and technology which infects them to be a part of the social epidemic crowd.

Rule 2: The Stickiness Factor

This concept is defined as an art businesses use for packaging their communication message using emotional jargon or taglines which stick in the mind of their customers. For example, when I think of MacDonald the only think which comes to my mind is their logo and tagline, ‘I’m Lovin’ It’.

Stickiness factor is the power of the brand to build a sustainable impact on the audience which is irresistible. Businesses must wisely focus on choosing certain sticky factors while designing their communication strategy, which will increase the likelihood of their target audience remembering it for a longer period of time. Sesame Street, a children TV show is one example used by Gladwell, who use a combination of educational and entertainment component in their communication message.

Rule 3: The Power of Context

The Broken Window Theory is similar to the concept of the power of context. It emphasizes that science of disorder will lead to more disorder and people form judgement on the physical appearance of product or service. Imagine you drive through a suburb which has broken cars or windows, what thoughts would be going in your head? I should not stop here as this area looks a bit shady? Isn’t it! If your friend tells you next day that she is planning to buy a house in that suburb, what would be your reaction? Therefore the power of Word of mouth makes a big difference.

Gladwell states that in order to spread your idea, identify one crucial messenger who can help you to build and nurture strong communities and ingrain certain beliefs in them. United Airlines in 2008 failed to respond to the Canadian musician, Dave Carroll’s claim for his damaged guitar during the transit. When United Airlines decided not to respond to his complaint, he wrote a song called ‘United Breaks Guitars,’ which went viral on YouTube. NEGATIVE content is prone to virality! Look how one man like Dave Carroll could make a big difference for United Airlines.

To conclude, off course I have missed a lot of concepts from the book. But the aim was to set a ground, to make you read this book. Highly recommend this book to a person who is interested in building a strong social network for their business and who wants to know the secrets of viral marketing.

References

Gladwell, Malcolm. (1963). The tipping point : how little things can make a big difference. London Abacus; London : Abacus.

 

 

Social Media Consumers

When companies plan their social media strategy, segmentation is the first step, they must focus on! This helps them to efficiently scale their marketing communication operations and establish a position for their brand in the digital domain. According to journal studies, authors’ emphasis that for developing and maintaining a sustainable social media strategy, companies should focus on segmenting the platforms, rather than users.

So before we go ahead we need to understand with what intentions people actively participate in social media. If one is able to discover the factors that trigger these people, you can intensify these factors which in turn will help you to increase the level of the user participation.

The following table will help you to understand the four categories of people who use social media and their individual motives.

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Now that we have identified the four categories of users and their intentions behind using social media, we can now identify the strategies to address their respective needs and desires.

  1. RECRUIT & EMPOWER

Companies must focus to recruit and empower Attention Seekers and Devotees, as these are the people who are likely to maximize the reach of your content. If you convince and reach them, they will influence their followers. Companies must segment these categories, make them brand ambassadors of their campaign by providing them with the necessary tools and resources to promote the initiative accordingly.

Deepika Padukone, an Indian actress is positioned in the Bollywood industry as a confident and empowered woman. Vogue India marked their seventh anniversary in India with an initiative, Vogue Empowerment. They roped Deepika Padukone to be the voice of this initiative. Have a look at this video

     2. SERVE & NURTURE 

On the other hand companies should emphasis on providing relevant content to the Entertainment chasers and Connection seeker communities. These users can be converted into loyal customers if we serve them with relevant content during the initial adoption period of the product. Companies can lure this group by keeping online contests and quizzes, creating videos or inviting them to brand events. The goal is to keep them connected, as these segments use social media as a means to get entertained.

Buzzfeed is the best example! They allure this segment with their exciting articles, short quizzes and contests and extraordinarily titled videos, which in turn gets active participation from these viewers.

Another example is the ‘Happy Id’ campaign by Coca Cola in Peru to spread happiness. They approached every common man in this nation by encouraging them to smile in their photo ids. Have a look at this video

Conclusion

I personally believe, companies should aim at creating content which appeals to more than one of the four segments, as all these categories of people are interlinked. Entertainment chasers and Connection seekers are the potential audience for Attention seekers and Devotees.

References

Monica Alexandra Hodis, Rajendran Sriramachandramurthy & Hemant C. Sashittal (2015): Interact with me on my terms: a four segment Facebook engagement framework for marketers, Journal of Marketing Management, DOI: 10.1080/0267257X.2015.1012535