Big brands and retailers know that you should use social media – and often times, these companies have massive followings numbering in the millions. But how do you put a dollar sign to tweets, likes, and clicks? Statistics show that while brands take the time to build a social audience, it’s done without an end goal in mind. 83% of marketers indicate that social media is important for their business, (Source: Social Media Examiner) but only 47% of social media marketers measure their success. And while 96% of social media markets track fans and followers, only 51% track sentiment – a truer indicator of success and consumer outreach. (Source: Awareness, Inc.)
Although the value of a Follower or a Like continues to be an abstract concept, there are steps you can take to drive conversion from your social media traffic. Here we examine examples taken from various Brandlive events to create a campaign lifecycle:
Email call-to-actions are ideal for events that are still a week or more away. Because an inbox feed is slower than a Twitter feed, it can take time for people to see your email. While using email marketing requires planning, the upside is that it can be used multiple times up to the day of the event. Email also allows you to create longer form content and more customized promotional material than Facebook or Twitter allows.
Facebook is the middle ground between longer form emails and ultra short Tweets. Facebook should be used to promote your event in the days leading up to an event, and once or twice the day of. Facebook is very visual focused, so make sure to use images to capture viewer attention. Studies show that 56% of customers say they are more likely to recommend a business or brand after becoming a fan, and 90% of people trust peer recommendations via social media (Social Media Today). Use this to your advantage: make posts that your fans would want to share with their friends and family by offering compelling, authentic content.
Twitter holds a unique place in the toolkit of brand communications because it gives fans a way to easily talk with brands, and thus should be thought of primarily as a way to network with your best fans and build brand loyalty.
Twitter can and should be used up to the minute before an event – and ideally, should be used during your live broadcast as well. Twitter’s short messaging and quick stream of information means that you should Tweet, and Tweet often.
Know your customer.
There is no one tried and true method to attract fans to your campaign. For certain industries and brands, Pinterest is the strongest social media account; for others, Twitter resonates strongly. Identify your key assets and utilize them to the fullest. There’s no Internet requirement that companies must have and maintain every social media account in existence.
Offer something to the user.
So often companies want to take, take, take. They fight for attention spans and advertising space, and if they happen to attract attention, they have the audacity to offer nothing and ask for contact information.
Offering a compelling piece of content to enjoy, valuable information or exclusive deals can be a rewarding way for the end user to feel that they are using their time wisely and partaking in something special and worthwhile.
Have an end point.
Although companies know they should use social media, too often social media success is measured in likes and left at that. For many, the end game in social media is left uncertain – and the value of a fan unknown.
A valuable aspect of Brandlive is that it allows you to take advantage of your gathered social media following and offer a gathering place for your biggest fans and brand advocates to communicate directly with your brand. Whether the fans have found the event through an email newsletter, Facebook post, Tweet, or Pinterest page, having a single end point allows you to convert fans acquired through social media.