Posts tagged "social media marketing"

Conversation, not Content, is King

Michelle Gautrin, Senior Social Media Strategist, Digital Marketing, APAC, Adobe Systems @mgautrin

Image courtesy of photoraidz at FreeDigitalPhotos.net

Last week I attended a Social Media Branding event in Singapore where brands like StarHub, SingTel, Domino’s Pizza, Lenovo, Marina Bay Sands and more, talked about the ways they’re using social media to elevate their brand and reach customers. One concept really stuck with me and was the underlining theme of everyone’s presentation: Conversation is King.

Social has given brands an opportunity to listen and connect with their customers on a deeper level. Rather than focusing on pushing out content, brands need to shift, and start listening to the conversations happening about them and join the discussion with value add input. We need to start humanizing our brands. No more should we focus on B2B or B2C but consider that all brands should engage on the basis of H2H (human to human).

The way I see it, there are 3 steps to a successful social media brand strategy. First, begin by and tapping into conversations happening about your brand; second, build on those conversations; and finally, convert those conversations into conversions.

Social must really be an ART: Authentic, Responsive, & Timely. Brands that master this art will start to see the true value social can bring to their business, and one such brand is Lenovo. Nazia Hayat from Lenovo talked about the importance of humanizing your brand and treating followers as equals. A lot of the time brands like to thump their fist on their chest, shouting and demanding “we are the leaders, follow us”. What they forget is that, the initial few followers are the true leaders and are key to nurturing and gathering more followers – Derek Sivers explains it beautifully in his Ted Talk, “New followers emulate followers not the leader”. That’s why it is so critical for brands to be part of conversation; not just about their brands but about topics that are related to their brands as well.

This brings me to my second point – the importance of community marketing. Conversations about your brand are taking place whether you like it or not, so why not facilitate it? It’s actually scary how many people are now more likely to make a purchase decision based on a complete stranger’s review! Daren Choo, AVP of Social CRM at Starhub shared that 75% of Singaporeans read people’s comments online before making a purchase decision. Instead of focusing on building followers, brands should focus on building a community; a community of avid fans, advocates and influencers that will help to protect and promote your brand.

Finally, once those conversations have been created, identified, and executed, turn them into conversions. Domino’s Think Oven campaign is a great example of how an innovative social campaign can engage consumers and drive sales. Rose Lam, Marketing Manager, APAC, of Domino’s Pizza explains how Think Oven acts as a virtual suggestion box, allowing the company to engage their audience, listen to their customers, interact with them, and drive sales all at the same time. Reaching out and involving your customers, offers a personal touch that will allow them to relate to your brand on a human level and proves to them that you care.

So remember to listen and join in on the conversation. Make sure you also humanize your brand by creating a brand voice that is authentic. And lastly, don’t be afraid to take risks – as I said before, conversations are happening about your brand whether you like it or not, so why not join in! You could even turn those complainers into advocates just by giving them a little extra loving.

Customer service on Social: Time to get your act together

Umang Bedi, Managing Director – Adobe, South Asia LinkedIn

Mr Umang Bedi, Adobe Systems India (319)With more than a billion people now using social media worldwide, it’s not a question of whether brands will offer dedicated customer service options on social but a question of when. Even if brands choose not to join in the conversation on social, their customers will still be talking about them – the good, the bad and the ugly.

Recent research revealed that over 56% of customer tweets to companies are being ignored. Nearly all of the top brands (95%) are active on Twitter, yet only 23% have a dedicated customer service handle. The Realtime Report, recently conducted a study testing the response rates, prioritization and timing of 14 leading consumer brands and had startling results where only 14% of the tweets were answered!

Social media gives brands valuable customer insights and the chance to gain new insight into what the customer really needs and wants.  Brands should leverage this and realize the importance of customer service especially at a time where customer loyalty is volatile as consumers can jump on the internet, see negative comments and reviews, and find another company to fill their needs. It is not enough just to have a presence on social. Engage with your customers and the best way to do this is through excellent customer service.

Some tips on interacting with customers on social:

Listen, listen, listen

The best way to understand your customers is to go onto social platforms and search for conversations around your brand. Make sure to expand your keyword search, entering not only your brand name but products as well as words associated with your brand. Monitoring all the various social platforms manually is tedious at best and impossible at scale, so investing in a good social listening tool is necessary. Adobe Social allows you to monitor all your social communities in one aggregated platform.  Through its very cool (and extremely handy) Twitter and Facebook moderation handle, you can easily do a keyword search to discover who is talking about you,  how many followers that person has and can respond directly to the person or escalate it to someone else in the team to respond, such as a product specialist.

Take Action!

It is not enough just to identify where and what your customers are saying on social, you need to take action if necessary.  If you come across a customer tweet or Facebook comment, especially if it’s directly on your brand page, do not ignore it! There is nothing a customer hates more than being ignored. The number one rule for successful social media customer service is action. At least acknowledge you have heard their concerns and either address it directly or escalate it to the appropriate person.

Don’t just respond, do it swiftly.

News travel fast on social, so brands need to respond quickly, especially with complaints. Acting swiftly can stop the fires from spreading, and reinforce a brand’s commitment to customer care.  However, this is not an excuse for panic reactions – there should be set guideline responses, and staff need to be trained to escalate potential issues to the right person immediately if a quick response is needed.

We’d love your comments and feedback.  Do you have any tips for brands and their online customer service?

Adobe Digital Marketing Symposium Singapore: Opportunities for Southeast Asian Digital Marketers

Customers, partners & delegates at Adobe Digital Marketing Symposium Singapore share their thoughts on the opportunities for Southeast Asian digital marketers.

What consumers want: relevant content, community & context

Paul Robson, Managing Director, Adobe Australia & New ZealandLinkedIn

The immense volume and variety of information on the Internet makes it easier than ever for consumers to form opinions about brands and make purchasing decisions. In such a heavily saturated media environment, marketers need to know what the most powerful factors in the purchasing process are, which methods are most valuable, and what Australian consumers want. New research suggests that the answers are: highly-relevant and personalised content, a strong community of peers and a unique social context that binds the community, content and company.

Marketing Myth Busters, a study conducted by Edelman Berland, in partnership with Adobe, shows most Australians are comfortable with online products and services that have been customised for them, but they don’t want to sacrifice their privacy to get it. The study also shows that most Australians prefer to look at traditional ads in magazines or on TV, rather than online. So does this mean digital marketers are failing consumers?

Relevancy and personalization are key to delivering successful digital marketing campaigns. Digital marketers are getting access to more information than ever before but unless they can use that data more effectively they will miss opportunities. At the same time, consumers need to consider how much of their personal information they are willing to share in order to receive products and services that are more relevant to them.

The Myth Busters research has also found that consumers believe the two most effective ways to encourage consideration of a product or brand is through recommendations from someone they trust (69%) and recommendations from consumer reviews (45%). This suggests that through social media, peers have become an influential factor in purchasing decisions.

Consumers are actively using social media to seek out information and reviews of products from peers, but they want content from brands to tell unique stories rather than simply ‘sell’. Their motivations for engaging with brands and products, as well as the types of content they wish to see, are very specific and this means advertisers need to re-consider how they construct their messages and content for social media. Simply mirroring the content or methods used in other media won’t produce results.

The Marketing Myth Busters study also found that:

  • Checking updates from friends is the primary function of social media for both consumers (32%) and marketers (40%)
  • 63% of consumers feel positive or neutral when a company customizes its products or services for them
  • 84% of consumers agree that companies collect too much information on consumers
  • 49% of consumers said they ‘like’ brands on social media that they buy regularly
  • 51% of consumers see the action of ‘liking’ a product or brand on social media equal to communicating tastes or interests, while 41% see it as recommending that product to friends or family
  • 51% of consumers answered “Yes, very much” when asked if they wished there was a ‘dislike’ button on social media sites
  • 75% of consumers believe advertisements should tell a unique story, and not sell.
  • Consumers and marketers prefer to look at ads in their favourite print magazine (consumers: 33%, marketers: 27%) or favourite TV show (marketers: 39%, consumers: 31%), compared to online media.

The consumer perception of marketing’s ineffectiveness may seem concerning, but the fact that consumers prefer to look at ads in printed magazines and on TV suggests they’re still receptive to advertising. Marketers should be more concerned with the context created by the messaging and positioning of content.

To create successful campaigns for the social and digital world, marketing content needs to be created and positioned in a context that is unique and relevant to the social community. But this can only be achieved by abandoning standardised messaging and direct calls to action in favor of content that; fosters community discussion about relevant topics between peers, provides unique brand or product-oriented experiences and leverages in-direct social calls to action.

Consumers want to be social. They want to be a part of a community, and they also want to be involved with brands and products that engage them with their peers in a bigger social context. Is your company creating this context for its consumers yet?

Adobe_consumer_marketing_infographic_final

To read the full findings of the Marketing Myth Busters report, click here.

Discover more about social marketing and business impact at the Adobe Digital Marketing Symposium in Sydney this July 16th. Click here to register now!

Lenovo Selects Adobe Digital and the Adobe Marketing Cloud to Optimise its Digital Marketing

Adam Goodman, Strategy Director, Adobe Digital – LinkedIn, @goodmanan

http://www.techrific.com.au/images/lenovo_thinkpad_10.1_d.jpg

Lenovo Australia, a leading global PC manufacturer, boosted the return of its online ad spend and tripled search engine marketing growth after introducing a new process based on Adobe Digital and the Adobe Marketing Cloud.

Lenovo’s goal is to engage with customers as they are making purchase decisions online, either via a laptop, tablet or mobile.

Adobe Media Optimiser along with Adobe Digital helped Lenovo Australia to manage search engine marketing campaigns, improve display advertising investment and maximize the reach of social campaigns all through one fully automated system. Adobe SiteCatalyst delivers real-time, detailed analytics and reporting that helps Lenovo measure, analyse and optimize their digital marketing spending. The combination of these solutions coupled with Adobe Digital’s consulting expertise, has helped Lenovo Australia to achieve impressive efficiency gains and increase ecommerce sales.

Below is an infographic on the results of Lenovo’s ad spend since partnering with Adobe Digital and Adobe Media Optimiser:

Lenovo-Case-Study_Adobe-Digital_A4

Adobe is excited to be working with Lenovo Australia to help deliver the right tools for its social media and marketing team, and equipping this iconic brand with cutting edge capabilities to improve business outcomes and deliver better experience for customers.

Read the full press release here.

For more information about Adobe Digital visit: http://www.adobe.com/au/products/adlens/services-for-adlens.html