DigitalPR With Celestine Achi: LEVERAGING ON SOCIAL MEDIA MARKETING By Celestine Achi

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LEVERAGING ON SOCIAL MEDIA MARKETING By Celestine Achi

Friday, August 16, 2013


"If someone is talking about you, then you have to be there as part of that conversation."  Phil Pearlman.

Every brand needs a voice. Right now, this very minute, an online conversation is taking place….
Your old customers are talking to your future ones, while your potential investors and prospective clients read comments posted by your former employees and make “informed” decisions about whether or not to do business with you. Are you engaged in that conversation? Should you be?

This discussion is the very essence that will make or break the growth of your online brand. By being an active participant in the conversation, you are not only providing new points of entry into your website, but also getting an opportunity to affect its outcome.

If you want to create messages that resonate with your audience, you need to know what they care about. Many of the leading companies have used private listening communities to craft their marketing messages; increasingly, we're seeing companies use data from public social media to guide their messaging as well.

With nearly 800 Million active users, Facebook is now the size of Germany, England and France put together, and adding over 1/2 Million new users per day! Everyone from the janitor on up to the CEO is online, swapping news and stories with friends. This phenomenal online growth reflects our compelling desire to connect with each other around common interests. More importantly, it presents a whole new paradigm for communicating and selling, and obtaining information online.

If you think about it, people no longer simply listen to the companies, they buy based on other people’s opinions and suggestions, and social media can put a more informal, hip and personal face on an otherwise impersonal brand.

No matter what type of company you work for -- indeed, whether you work directly with social media or not -- you should be using social data right now to:
  1. Develop your messaging. If you want to create messages that resonate with your audience, you need to know what they care about. Many of the leading companies have used private listening communities to craft their marketing messages; increasingly, we're seeing companies use data from public social media to guide their messaging as well.
  2. Source your creative. We know that consumers trust what they hear from other consumers more than any other source of information -- why not use listening platforms to identify positive social content that can be included in campaign creative? I've even seen a UK bank, First Direct, use social sentiment data in an outdoor advertising campaign.
  3. Improve your media plan. You probably already have a few staples in your online media plan -- the sites and networks that consistently perform for you. But social data can help you find new sites to add to your buy. For instance, Microsoft was surprised to find people talking about its computers in forums dedicated to fishing and cars -- but it quickly added those sites to its plan.
  4. Identify your key influencers. In Empowered, Josh Bernoff and Ted Schadler pointed out that consumers in the US created more than 500 billion peer-to-peer impressions about brands and products. Social data can help you identify (and then reach out to) the most vocal and influential of those consumers -- either one-by-one or by finding the forums where the most influence is taking place around your brand or category.
  5. React to your consumers. You can't fuel a positive conversation about your products (or get involved in a negative one) unless you find those conversations first. Listening platforms can help you quickly find both the good and the bad so that you're in a position to react.
  6. Recommended Social Media Marketing Tool:  Visit http://www.cihangroup.net or http://cihangroup.votigo.com
  7. Recommended Social Media Monitoring Tool:  Visit http://www.bit.ly/cihansocial for a 30day free trial

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