As social media use is on the rise, most Millennials expect their first customer service point of contact to be online. Further, social spending is estimated to be 10% of a campaign for the year 2012.
Social 2011 the Radian 6 conference in Boston concentrated on social planning for campaigns.
The time is now to create a social plan for your business’ social media campaign.
Use these tips to help you start:
Social media teaches consumers to scream loudly about brand issues.
What does this mean for a business?
- In the past we only knew brand perceptions from focus group; now we listen & respond real-time
- Do not just listen to consumers
- Read into insights & react to the culture of the moment
- Focusing on the long tail is another way to reach your intended audience
Social media planning tips
- Integrate social early in the campaign-planning process
- Social media is NOT just about how many, but who!
- Your brand should impact customers during several different touch points of the decision journey, not just the action
- Good marketing practice is to remind people where to find you all the time
- If your ad campaign doesn’t include a social/digital call-to-action, it’s a missed opportunity!
- Integrate your branded Facebook page onto everything!
Emerging trends
- Smartphone adoption
- Gaming
- Geolocation
- Mobile couponing
- Comparison shopping
Should companies measure earned media?
- Don’t isolate: Think about where earned, paid, and owned media intersect
- Know your audience, culture, and client to build insights and campaigns
The take-away from the social plans panel: When building a campaign, focus first on giving your audience what they are after. Then build a strong relationship with your targeted audience, for that will be a crucial move as social media becomes a key strategy in every marketing campaign.