There's no interest in building a Social Strategy if you don't know your customers! Look for professional help to do it - don't make only a pallid appearance because that's the new SPAM species and you'll put your brand in bad sheets! Social Networks or other digital marketing strategies only represent some ROI if you really understand your customers' needs and wishes. You must study closely their behavior and you need to measure constantly the impacts of each campaign! There are 5 step stones to do it. I can't go deep inside each one because there is a lot to talk and work around each:
1. Profile your target and start with a very small sub-group that have a strong brand awareness - study their consuming behaviors and other consumption preferences : they are your brand ambassadors - they will do the buzz you need to attract followers. If you don't have none, "fabricate"!
2. The BEST FIT: Align your strategy with your public - question your ambassadors what do they like or find unique in your brand, product or service. Try to understand what you could do even better to surprise them, exceed their expectations - build the App or Campaign based on this! This is the motive nr.1 for WOM.
3. Delivery a life time Experience: The social Apps must engage the consumer trough an emotional event or other kind of active behavior with the brand, product or service. Can they make money with it? Can they create something? Can they have fun? Be unique? Motive nr.2 for WOM.
4. Response control: you must have someone to supervise or have enough time to do it yourself - You really can't predict consumer behavior and the action impacts in social networks but if you manage closely the movements, you can act quick!
5. Measure: You must use the analytic tools you can to measure and adapt constantly the Campaign or App. You must define some KPIs! If you don't use any analytic backoffice you won't be able to see numbers, present results and react. This is particularly important if your social strategy is an e-commerce page on Facebook or an affiliate selling App where there are % on revenue.
1. Profile your target and start with a very small sub-group that have a strong brand awareness - study their consuming behaviors and other consumption preferences : they are your brand ambassadors - they will do the buzz you need to attract followers. If you don't have none, "fabricate"!
2. The BEST FIT: Align your strategy with your public - question your ambassadors what do they like or find unique in your brand, product or service. Try to understand what you could do even better to surprise them, exceed their expectations - build the App or Campaign based on this! This is the motive nr.1 for WOM.
3. Delivery a life time Experience: The social Apps must engage the consumer trough an emotional event or other kind of active behavior with the brand, product or service. Can they make money with it? Can they create something? Can they have fun? Be unique? Motive nr.2 for WOM.
4. Response control: you must have someone to supervise or have enough time to do it yourself - You really can't predict consumer behavior and the action impacts in social networks but if you manage closely the movements, you can act quick!
5. Measure: You must use the analytic tools you can to measure and adapt constantly the Campaign or App. You must define some KPIs! If you don't use any analytic backoffice you won't be able to see numbers, present results and react. This is particularly important if your social strategy is an e-commerce page on Facebook or an affiliate selling App where there are % on revenue.
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