While the conference theme was #LikesToProfits, and there definitely needs to be more focus on ROI; the starting point is always that we should treat social media as a ‘social’ experience. So, the latest changes to Facebook News Feed which mean you’ll see more from your friends and less from brands seemed like a good place to start the day.
I think the latest update is actually a good thing because it (i) protects the user experience and (ii) forces brands to be less spammy and consider the #1 question: why should anyone want to follow us? However, relying heavily on Facebook will also mean spending more on ADS, but we’ll come to that later…
Every organisation is doing social media and measuring growth, or engagement, but are we measuring its contributing to the bottom line? Conley Salmon from Jamaica Broilers presented later in the day about his organization’s tracking real ROI via mobile web and SMS-driven purchase redemption in animal feeds and chicken in the supermarkets. They don’t have millions of Likes and Followers, but they do make money from mobile!
Facebook continually updates News Feed with customer experience in mind. So, like Facebook we should consider the customer experience we offer. This goes for all the social networks that over time have to turn a profit – and so won’t let brands treat them as a free resource.
A past client refused to listen to the warnings Facebook gave with successive News Feed updates and continued to over-post. They lost 33% reach and engagement in one quarter, and never got it back. Pretty disastrous by any metric of measurement.
Much like hosting an event, organizations need to consider the social experience they offer customers. Think of it like being a social occasion in real life, and figure out you can be a good host. Google’s Primer offers some useful tips to help you navigate this.
Social media is how you meet new customers, and nurture them through the sales funnel. But it’s only one of several mobile/digital touch points. Together, because of the convergence caused by digital, they’re why 86% senior marketers in the USA expect to own end-to-end CXP by 2020.
Adidas is a good case study of a company that is dealing with digital transformation by aligning their departments and messaging (social vs commercial). From my experience companies that do this are better organized, have a clear strategy and inevitably get ROI. What’s contained in a client brief is very telling about the organization behind it: and a poor or disjointed brief can only lead to similar results!
“It’s not what we say, but how we say it.” Brands don’t have to be a clapback king or a talking mattress (@Casper). Just remember that social media was made for people, so personality helps. Also, video content can help you with the 55%. Developing a tone of voice chart for your brand gives people who run your accounts – whether staff or agencies – a simple tool that helps them speak consistently as you…not as themselves, or sound like a boring mission statement! Another option is to create an internal persona for the brand.
You can then take this Tone of Voice and use in all communication from social media to above-the-line. Mail Chimp does this and went as far as to make the entire thing public online. A local example of a brand doing it right came a couple months ago when Supreme Ventures defended their customers against a tweet criticizing the dress sense of everyday racegoers. They weren’t defending their own content/message, but rather knowing and standing behind their customers and telling their story. That’s bigger.
Whatever the platform each piece of content starts a conversation *plus* people love messaging! There are increasing range of options for brands who want to take advantage. WhatsApp Business is now available on Android. Meanwhile Unicef Jamaica is launching its U-Report social messaging tool in ’18.
We talked already about what customers might want. So, here’s some of what they don’t want!
Influencers can play a key role, but so can everyday people i.e. your day-to-day customers! In some other countries they *are* the business model e.g. instead of having a call centre mobile network giffgaff incentives customers to answer one another online. Winners of a recent JN Bank campaign referred 1,000s of new users, towards a total of 42,000!
So, on a scale of trust & effectiveness, maybe: friends > influencers > brands.
Almost forgot…user-generated content will only become more important as Facebook, and others, continue to prioritise real people. Influencers too.
You don’t own your Facebook ‘fan’ data. Facebook does; you ‘rent’ from it. Yes, engage customers where they are but have a strong enough value proposition so that they would want to opt-in to share contact details for you to re-market directly (you can of course use that data to retarget on social e.g. Facebook custom audiences). This approach is already working well in Jamaica e.g. Jamaica Broilers mentioned previously.
Last but not least: what doesn’t get measured…doesn’t get done! Going back to the example of Adidas, engage your colleagues and other departments to build a measurement plan and measure and report regularly. Don’t measure just vanity metrics such as likes, but real ROI: leads, earned media, purchase redemptions etc.
Message us if you’d like to chat some more 🙂