With so many sources of information available to communicate with consumers, compelling content and a good social strategy will ensure your brand reaches consumers more effectively and precisely.
Today’s world is now more globally integrated and social than ever. Online innovation and an exponential rise in social media usage have reduced traditional communicative barriers, whilst increasing transparency in communications. Subsequently, consumers have ever increasing expectations of brands, demanding more innovative and unique product/ service offerings to suit this new, overly social outlook. In order to be successful across numerous devices and social platforms, brand content needs to be device neutral and completely ‘frictionless’. But what does it actually mean to be social?
Often, the term ‘social’ is automatically coupled with social media. However, brands being social and brands being in social media are two different things. Most brands use social media as a means to deliver content, enabling them to reach a diverse and international audience, whilst also helping to host two-way conversations between consumers and brands. But social media is only one method of socialising with consumers. Therefore, it is important to consider the following: what makes your brand social?
First of all, it’s all about content. Social media is a great platform for content sharing, and therefore brands should consider these online communities as a platform to engage two-way conversations, and not as a means to push their message across. Secondly, brands need to demonstrate a willingness to actively listen and respond to consumer comments. You can develop genuine relationships with consumers by starting conversations and creating engaging content that will challenge consumers to think differently about your brand. It is also imperative for you to recognise and appreciate the vast spectrum of social platforms available, and develop a consistent social strategy for content sharing across multiple-platforms.
Social media users will always seek valuable content. As people prioritise things that deliver a high level of perceived value, brands need to understand what makes consumers want to share things. If you want your brand to be social, you need to work hard to deliver relevant content and experiences that your consumers will find useful, in order to achieve a good level of social engagement.
Sharing content across diverse social platforms
With the increasing use of mobile devices, including Android phones, iPhones and tablets, online information should be accessible across various mobile platforms, making social information sharing on the go a realistic and enjoyable experience. As discussed in our blog article The future is in innovation (http://www.hotcow.co.uk/Buzz-Blog/the-future-is-in-innovation.htm), recent cutting edge technologies have provided endless opportunities to simplify the information sharing process for consumers. From mobile apps to QR codes and RFID technology, new technologies have enable unique, multiple platform integration.
Recent examples of successful brand interactions have relied upon the socially viral powers of the internet, to great effect. Carlsberg exemplifies this perfectly, integrating elements of surprise and humour into their latest ‘That calls for a Carlsberg’ viral video. Challenging unsuspecting cinema-goers to take a seat in a screen packed with intimidating looking ‘bad boys’, those brave enough to sit down were rewarded with cheers, applause and bottles of Carlsberg. When posted online, the video received a fantastic consumer response, spreading exponentially around the net through social media sharing.
Experiential marketing provides an excellent platform to socialise with your consumers. From live events to free givaways, PR stunts, interactive games, and brand challenges to name a few, experiential allows truly social interactions, whilst delivering content and experiences that consumers will want to share with their social networks, thus advocating your brand for free.
When providing your consumers with great social content, you increase the number of opportunities for engagement and information sharing, surprising them with something worth shouting about. Socialising with consumers translates fantastically onto an online platform, with consumable information accessible via various access points and devices.
Rather than trying to socialise across every channel, focusing upon two-way communications, technological incorporation, and appropriate platform targeting, you can successfully integrate off-line face-to-face experiential activities with online social media interaction. The opportunities to perfect your social interaction with consumers are endless.