“World of mouth” not “word of mouth”:
OK, so I know it is a very glib saying and I hold my hands up and admit it is not one of my own. It was actually first seen in a very famous video on social media that you can watch below from 2009:
Eric Qualman was the brains behind the video, he is the owner of a website called Socionomics.net that offers insights, news and great looking infographics on social media with a dash of statistics and quotes to add weight and splendour to his highly persuasive point(s) of view.
The main essence of which is this:
“We dont have a choice of whether we do social media, the question is how well we do it”
Eric has been around the technology and social media world for 16+ years and has helped shape the online presence of many large American firms.
So where do you start?
It is very difficult for most business owners to get out of the mindset that you pay 10 pounds and get 15 back in return, this type of ROI is used in traditional advertising sales pitches and if all goes accordingly then great, you keep pumping the beast full until the ROI is at a level you are happy with and your company can service the new leads it has gained.
This is not what social media is about:
What happens if people are wanting to give your company feedback? They rarely pick up the phone to discuss small issues but they would be inclined to discuss with friends and this is where social networks offer a platform to the worlds mouths.
A strategy is needed:
With so much to gain from taking an active interest in social media, it pays to work out a strategy with a company or consultant who really understands how to go about effectively obtaining and analysing data related to your firm (this does not mean tweets that have your company mentioned in them, that is pretty simple to do). Then working with a variety of mediums and technologies that are in constant flux make sure that objectives are met and goals achieved.
Well let me pose you this thought for a minute:
Lets take an upmarket farm shop that is expanding as an example:
Essentially Aim Social provides high quality social media management services to clients we know will benefit from this activity and that we can get passionate about.
We work as a marketing, sales, PR, content creation and research department for your company, using online social media analytics and software as our means of achieving this.
The way we start a campaign is to identify a number of desirable goals (2-3) that will back up a businesses main objectives.
This may include:
Obtaining a set number of new visitors from another town/area in 4 months (specific) (measurable) (timed) (realistic)
By listening to relevant conversations that are occurring on blogs, facebook, twitter we would look to target these people and make them aware of your business, offering new visitors a deal, in exchange for their email addresses and physical address ideally (measurable).
Creating a great looking website with a news/blog section and writing regular articles related to activities of interest that go on at the business, this will include video where appropriate.
Obtaining a set number of facebook/twitter fans over 3 months (specific) (measurable) (timed) (realistic)
Creating a microsite to allow offers and deals to be placed and that also encourages people to visit and like your brand on social networks, other areas may tie in with the above objective/actions.
Obtaining a set number of feedback forms related to the new building and ideas that people would like to see implemented (specific) (measurable) (timed) (realistic)
Use software to create online forms and encourage people to take part in the survey, use social networks to effectively open discussion and report back all findings.
Some of the things we do to achieve targets and outcomes include:
- Web design
- Microsite design
- Video production
- Copy writing
- Email marketing
- PPC paid advertising
- News aggregation/syndication – bit like a PR arm
- High End Analytics
SMART works for social media services:
OK here goes for a cheesy abbreviation but one that also works a treat: “SMART” actually works very well for our services as it lets clients know where things stand during campaigns.
This stands for specific, measurable, actionable, realistic and timed.
The above points are obviously just examples and would usually be determined by meetings and budgets, but I hope you see the point of a social media service when it is done well.
Social media is fun for all involved, we like to work closely with our clients and in this, learn a lot about your business and put our skills to good use getting you more clients and better insights into your company.
In truth it is not all about telling people about you, a lot of what we do is listen to discussions online before getting involved, we then find out ways of targeting people based on our findings.
So as you can see, delivering effective social media is quite involved, but definitely worth it.