Communication: Relevant and Meaningful to Your Customer: Appealing to only your customer's emotion isn’t sufficient anymore for a brand to be distinctive and memorable.
Due to internet, consumers have become more knowledgeable. In this context, social media facilitates social needs between people and therefore, is relevant and meaningful.
You see how your brand can participate and is relevant in these platforms, assuming you belong to this niche.
The point that I am making here, is to show you, how this thing can facilitate social needs of your target niche that match with your brand values.
How do you define relevance?
Social relevance: The most important one to drive brand value. Brands can be socially relevant for consumers, by adopting a social media marketing strategy. The focus lies in facilitating social needs.
Here are some examples:
Don't you think this will help the runners practice their sport and exchange experiences with each other and strengthen the brand value for Nike?
>> Novartis’ CFvoice
An online community, dedicated to people affected with cystic fibrosis, connecting with each other.
Do you see the power in this?
See how this platform makes Novartis a more caring and evolved brand, giving them valuable insight into the lives of people living with this illness and their medical needs.
Functional & Contextual relevance: Brands can be functionally relevant for your consumers, Providing a product/service that is useful and add value, makes a loyal customer.
This concept is also known as branded utility or brand utility.
>> Kraft’s crafty Ifood-Iphone app.
This simply enables Kraft customers, find recipes, during shopping and create a shopping list based on that.
OK. So, what’s your take home lesson?
Simply this. Brands that are relevant and meaningful, can have a sustainable relation with their target group. Now this is something really valuable.
Don't you think so?
I am sure you agree. In which way your brand wants to be relevant or on what level, really depends on your social media or marketing strategy.
Internet plays a pivotal role in facilitating relevance.
Finding and proving relevance for your brand, to your valued customer, and be compliant with your brand values, indeed requires a new set of skills and understanding. Not only communication skills are required, but, also knowledge and understanding of your target market's social needs are of equal importance.
Being relevant and meaningful for your target group, will add value, and can be highly profitable.
This will establish a sustainable relationship with your customer, and turns he/she into your loyal customer, rewarding you with repeat business and a competitive advantage in your market. OK.
Essential Social Media Resources:
- Social Matrix – The Complete Guide to Social Marketing
- Let’s Get Social – Land Your Dream Job in Social Marketing
- Social Blueprint – Step By Step Guide to Social Marketing Strategies & Techniques – FREE
- Crowd Conversion - Dominate Facebook & Social Marketing
Let's now discuss the steps involved in implementing this Marketing Strategy.
Instantly Effective Social Media Marketing Strategies!!!
Here are some of the Social Media Marketing strategies that you can implement real quick.
What is suggestion box?
This is exactly what the name suggests. You want to invite your customers to submit their ideas and suggestions for new products, services or improvements. The other members in the Community, gets to rate and vote on the submissions. The best suggestions will be voted to the top.
So, what is remaining for you to do is, to simply act upon the best suggestions, ideas or recommendations. This is a great tool for your brands that are open to product/service input.
Here are some good real life examples:
Now, here is how you are going to implement this:
Build your own site or a blog using a content management system. There are plenty of such systems available. My suggestion is to go for the ones that has a "Digg" style submission and voting system as an add-on.
> Site Building Tools <
Invest in the implementation of a few user-submitted ideas as soon as possible. Use your media team to publicize the fact that you're listening. Once people know their ideas will turn into action, it will be easy to motivate participation.
Yahoo answers is an excellent place to start with. Use this Very Effective Tool to discover the Yahoo questions relating to your niche or market. provide your answers to the user questions with a link back to your site.
Here is an excellent tool that will automate the process...
It is not a good idea to build your own submission-and-rating system from scratch. There are lots of turn-key options available.
Before even venturing into this, make sure you can reach out to your potential customers, who are already into social networking and blogs, chats or tweets about your product/service. Or engage someone (Outsource) to do this for you.
Don't worry if the term is not familiar to you. You have to create an interactive applet or some kind of a badge your customers can place on their social network applications, like, Facebook pages or blogs.
Here is an Excellent Resource for FaceBook
A widget can display your latest news, deals or contests, invite Twitter-style updates, or solicit donations. This is a great tool to Popularize and brand your product/service.
Example of a widget:
>Ask Your Law maker
This is exactly how you will do this: Use a service like SproutBuilder or WidgetBox to create a simple widget with content updates powered by your RSS feed. Or if you want to outsource this, a website/blog developer can create this for you.
Attractive and interactive widget will stand out, and appeal to your customers. Provide incentives and motivate people to install the widget on to their sites/blogs.
Now a days videos are the rage. Create Widgets that support different media formats, like, flash video, WMV format etc. that will serve as your social media marketing needs pretty well.
Video Marketing Tools
There are good tools available for video creation. I will probably discuss "Video Marketing" as a separate marketing strategy in the near future. This will be a killer strategy. So, again keep tuned in for that.
Like I said, videos are great marketing tool, and will produce viral marketing effects beyond your imagination, when they have valuable content and is presented in an appealing manner.
Alternative to doing this by yourself, is to outsource the job to a good videographer, or media development team.
One Time Offers:
Create one-time or limited time offers that instils some kind of an urgency to take action. This could be a discounted offer for your product/service that is highly limited.
This kind of a strategy, will in fact, create an online presence, that will have viral effect in the social media.
Hold such kind of offers regularly, so that, your target audience will be inclined to check back frequently. This is an excellent strategy to leverage on the social media power, and is great for companies looking to establish a web presence with new products or services.
A classic example:
Here is how you are going to implement this "Social Media" strategy:
Firstly, create a Twitter feed or a Facebook page. Announce your special limited time offers there. Update your Twitter or Facebook page regularly, say, daily, once or twice in a week, etc., with your offers.
Promote your RSS feed or page for Twitter/Facebook, to your niche customers, so they can receive your offers in real time.
Twitter is a very hot spot to be in with your marketing messages. There are tools available to manage your Social Media marketing in Twitter. You will get all the details from the "Twitter" page, including some very effective and hardly known techniques to create your targeted Twitter following.