Experts from some of the world’s biggest brands talked about how to get the most out of social marketing at Engage Prague 2016. And here's a hint: it has a lot to do with connecting with your audience.
Veronica McGregor knows her audience, and helped NASA's Twitter accounts blast off - growing to millions of Followers completely organically. Her secret? McGregor emphasizes that you should first understand your audience. It’s all about finding what resonates with them and building content they want to engage with.
Case in point: NASA’s Curiosity Rover found the way by tweeting with a human voice, and fans LOVED it. It's not everyday that you get updates from a robot in space!
Social media platforms provide incredible insight about Followers - from their interests and personalities to what they want - and social media has allowed brands to be social with their customers (even if the content producer is a rover on Mars!). Remember, you want to craft content that will get people talking. To achieve this, it’s important to communicate with your audience on a personable level, while staying consistent with your brand’s tone of voice.
KLM Royal Dutch Airlines provides exceptional customer care across Facebook and Twitter. The airliner is highly Socially Devoted(our metric for measuring brand response rates and times) and continues to maintain their place at the top. In Q1 of 2016, KLM responded to 98% of customer questions on Facebook within 2 hours, and in 14 languages in real-time 24/7.
They are taking customer care to new heights in 2016, connecting with their customers regionally using instant messaging apps such as Facebook Messenger. Every market is unique and it’s important to think about where your customers are so you can actually reach them.
Many brands have developed their own apps to reach their customers or help ease their experience. While this is great, the reality is that most customers are only using a handful of apps every single day, where they spend the majority of their time. So what do you do when your customers spend most of their time on messaging apps? If you’re like KLM, you reach them exactly where they are.
What if we told you that the four P's of marketing are becoming extinct? According to Olivier Robert-Murphy, the marketing mix is getting turned upside down - the four “P's” (Product, Price, Place, Promotion) are out, while the four "E's" are in:
Engagement – Must be frequent and in tune with your fans' lives
Experiences – Connecting with your fans, creating memories and enhancing moments
Exclusivity – Giving fans select access to something desireable
Emotion – Telling stories that your fans can directly relate to
In order to apply these aspects to your social media marketing, it’s important to develop a sense of Intimacy with your audience. That’s what they’ve come to expect on social platforms. One of the biggest challenges marketers face is learning how to develop personal relationships with thousands of fans.
Make your content personal and get to the heart of what your Fans crave. Keep your audience in mind when devising your content strategy first, and then think about why you are selling (for a desire, feeling, or experience) rather than simply what you are selling (the actual product or service). Shift your mindset from being sales-driven to people-driven, and ask yourself:
What is the value that my brand is adding to the world?
What makes my customers unique?
What is special about my brand, and how does it differ from its competitors?
What emotions are associated with my brand, and how can we make our fans experience what we do?
Put yourself in the shoes of your customer and start walking!
The Australian Open has mastered social content. They boiled creation and distribution down to a science, creating simple internal guidelines that took their content strategy to the next level by targeting particular audiences with specific content. And these insights can be applied to a variety of industries.
Core audiences are your most loyal fans. They may be small in comparison to the wider general audience, but they are more likely to engage with and share your content. This group is highly motivated and are likely already frequent users of your own websites and apps. As we said in 2015, Fans click on Facebook ads nearly 3 times as much as non-Fans. So how can you connect your core audience and the wider market?
Simple: by giving them content they’ll want to share! For instance, industry enthusiasts (in this case sports fans) make up a larger group. Since they are semi-loyal to your brand - but highly interested in the field - it's extremely beneficial to give them a combination of branded and sports-related content.
Expecting that you will reach the masses with your app-related content is a wasted effort. Since they are less likely to interact with all of your content, keep them happy by keeping them entertained. And before posting anything, it's important you ask, "would I be interested in watching this?" Remember - it's quality over quantity, so don't post content for the sake of posting. The ball is in your court!
While it’s important to adapt to the ever-changing environment, it’s just as important (if not more) to keep your audience front of mind at all times. By putting empathy at the core, you can connect with your audiences on a deeper level and build relationships that enhance loyalty. Social marketing success is more simple than it may appear - keep it human.