Social media marketing goes way beyond receiving likes, mentions, and comments on social media platforms, even though they are important for creating an enormous social media followership. Serious business owners are keen on getting concrete results from social media and they are looking for how to convert fans and followers into customers and promoters of their brands through Multi-Channel Marketing.
In the words of Michael Wrigley, the Chief Marketing Officer of EngageSciences, a U.K – based social marketing organization, “The days of experimentation are over”. He said this during a panel discussion at the just held Social Media Week Conference in New York titled “You’ve Built a Fan Base, Now What?” According to him, your fan database is like any other database and if you don’t activate it, the data will be pretty worthless.
Underlisted below are three proven strategies that you can use to convert your social media fans and followers into advocates and promoters of your brand:
- LISTEN TO THEM, THEN ENGAGE THEM
During the official unveiling for Nokia Lumia 820 and 920 smartphones, a 32 – year old systems administrator called Aaron Hall covered a 400-mile distance in seven hours from Youngstown, Ohio to New York City just to be the first person in line to herald the ceremony. This brought much excitement to the man.
On learning of this journey that Aaron had embarked on, Nokia blogged about it and made the devout customer to feel appreciated. And this sent a loud and clear message that Nokia saw her customers asking and treats them as individuals.
Even though you might not get passionate customers like Aaron every day, but listening to what your fans and followers always say about you on social media, then engaging them to highlight their love and loyalty for your brand would do some miracle. Brad Spikes, the Head of Social Media Marketing for Nokia in North America claims that the social media fans and followers are Nokia’s biggest advocates.
- CONCENTRATE ON YOUR “SOUL MATES”
According to statistics, the Humane Society of the United States has 1.6 million Facebook fans and over 180,000 Twitter followers. Michael Hutney, the Director of emerging media and strategic accounts for The Stelter Co., a Marketing firm for non-profits based in Iowa, the main challenge of the Society is to find few people amongst these thousands who will be proud ambassadors of the Society’s mission.
Hutney made a suggestion for the creation of fun social campaigns as a veritable way of separating fans who are always involved from those who are not always involved. This led the Humane Society to launch a Facebook campaign around “cruelty – free” products and included a quiz to enable users to test their cruelty – free IQ. This campaign provided relevant data about those that actually participated in the quiz, how many referrals they made and the number of their friends that took the quiz in subsequent times.
- MAKE NEW FANS WITH MULTI-PLATFORM CAMPAIGNS
There was a recent partnership between Kelloggs’ cereal and a U.K. – based television network where they promoted the firm’s new cereal called Krave to viewers aged 16 years and older. This promotion lasted for a week, TV advertisements that ran during channel4 shows popular with this demographic posed trivia questions related to the material in the show and directed viewers to Krave’s Facebook page to enter their answers. Armed with the information that 72 % of people 25 years and younger use social media platforms, Facebook and Twitter to comment on TV programs, Kelloggs’created this cross-marketing platform just to exploit this opportunity.
The result was overwhelming. Kellogs’ marketing reach had increased and the potentials of getting new customers soared very high. Out of 50,000 interactions with Krave’s Facebook page, 13,000 were found to be referrals meaning that people shared the promotion with their friends.
Richard Jones, the CEO of EngageSciences says that it is important for brands to evaluate how well they are engaging their existing fans after such campaigns. You should go beyond treating your fan base as just an undifferentiated set of numbers.