Engage and Sustain
Observe (Listen and analyze)
In order to engage in positive conversations with your target group through social media, it is important to know what the statements and opinions of your target group are. As the ' Conversation Prism' by Solis & Thomas (2009) describes, the process of online conversations via social media starts with observing your target group. Searching for social networks or channels that discuss the brand is important to drive customer interaction. What is the social media image of your organization? Is your target group located in certain communities? Who are the Key Brand Influencers of your organization and/or target group?
Respond (Customer Service)
Participate in existing conversations on social media. The conversations about the brand can be followed and by responding to these conversations you build qualitative relationships with the target group. In addition, make contact with your Key Brand Influencers.
Send (Influence)
In successful social media campaigns of the past, a principle of reciprocity applies, in other words; Deliver relevant content and add value in this way. Seek dialogue with your target group and intensify the connection with your target group.
Measure results (ROI)
To see if the objectives have been achieved, you can use tools to monitor the above points. A monitoring system can consist of automated searches, for example. In addition, continue to refine your strategy.
Conclusions
A relevant fact from the research report is that the majority of respondents would click on an advertisement more india phone number list quickly if it corresponds to personal interests. In other words, if the approach to the consumer is personalized. This fact is also supported by the 'Social Media Engagement' report from research agency Fleishman & Hillard. The research shows that consumers generally attach little value to the traditional 'sending' of messages by companies via microblogs such as Twitter. The content only becomes relevant to consumers if companies enter into a direct conversation with them. Then the use of such microblogs is highly valued. Many companies still seem to underestimate the power and possibilities of this personal approach to the target group. This is an opportunity that I have used in the 'Social Media Long Term Advertising model'.
Three tips
Check me up! During the execution of phase 3 it is important to keep a close eye on your budget & planning. This allows you to adjust unexpected situations in a timely manner. Monitor your campaign and compare your results with the set objectives. Adjust where necessary.
Stay Flexible! Keep refining your strategy. Respond to current topics and involve your stakeholders.
Be Interesting! Function as a Key Brand Influencer, provide besides customer action for the distribution of valuable content for the target group. Only share content, that fits well with the needs of your target group.
In designing the 'Social Media Long Term Advertising Model', lessons were learned from the strategic model of independent entrepreneur Mischa Coster. The model is part of my thesis 'Social Media for advertisers, a long-term strategy'. Are you interested in my entire thesis? Send me an e-mail. My contact details can be found here .