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Social media listening does more than look at what’s happening on your social networks and pull insights from your social data. It also plays a pivotal role in increasing your return on investment (ROI).

Don’t know how this process does the trick? Carry on reading. We’ve listed three ways social listening maximises your investment returns.

First, What Exactly Is Social Media Listening?

Social media listening involves monitoring and analysis of the social media channels for trends and direct mentions of your brand, products, services, and even competitors.

Unlike social media monitoring, the social listening process doesn’t stop on the monitoring part. It analyses social interactions and conversations to identify general sentiment around your brand, discover opportunities, and take efficient actions. 

3 Ways Social Listening Maximise Your Investment Return

1. Find & Generate New Leads

Did you know that social media sentiment exists? Yes, this attitude, thought, or emotion people have towards a situation, event, online post, or company exists in the social space.

Let’s put it into perspective. Imagine your business launched a new marketing campaign, and it unexpectedly took the Internet by storm. Everyone is talking about it on social media, giving your brand an advantage against your competitors.

Here’s the thing, is the chatter positive or negative? This is where social media sentiment comes to use. It adds context to all the mentions, comments, shares, and reactions around your business.

Sentiment analysis not only tells you how much people are talking about your brand, but it also helps you understand how they feel about your brand, posts, and campaigns. As a result, finding new leads becomes an easy job. You could easily find relevant conversations, identify a group of potential customers that may be interested in your products or services, and build personal relationships with your social fans.

2. Improve Social Media Strategy

Sentiments are indeed an integral part of the social media listening equation. Data doesn’t mean much without context, and relying on numbers alone couldn’t guarantee you to receive a return on investment.

You should look beyond the number of shares and likes and dig deeper into what they’re feeling or thinking. Monitor social sentiment to better understand how your messaging influences your followers.

For instance, your video campaign highlights only the essential features of your product and leaves out the less important ones. To your surprise, some consumers talk about the product features that you didn’t mention and ask further questions about them.

Situations like these illustrate the importance of social listening. Analysing social conversations allows you to gather feedback on your products and services, optimise your campaigns, and improve your social media marketing initiatives.

3. Increase Customer Engagement

Delivering seamless digital customer experiences across social media channels is a critical factor in improving engagement, driving loyalty, and most importantly—increasing business revenue.

If you’re not convinced about how customer experiences can influence revenue growth, let these statistics do the talking:

  • Customer-centric companies are 60% more profitable than companies that don’t focus on customers. – Deloitte and Touche
  • Brands with superior customer experience bring in 5.7 times more revenue than competitors that lag in customer experience. – Forrester
  • 84% of companies that work to improve their customer experience report an increase in their revenue. – Dimension Data

The good news is that social listening can help you create positive digital customer experiences. By analysing your brand mentions and total engagements, you can find better ways to connect with and entice your followers. You could develop fruitful relationships with your social fans, engage with your critics effectively, and produce content that will satisfy your online customer base.

The Takeaway

You can’t improve what you can’t measure and analyse. So to increase your social ROI, you should step up your social media listening efforts.

Social listening takes social media monitoring a step further and assists in lead generation, campaigns optimisation, and customer engagement, among other things.

Have you ever mistaken social media listening and social media monitoring as the same thing? The truth is, the two are not the same, the former is the action taken after the latter.

Social monitoring is simply looking at social media channels. You do this to keep tabs on your brand mentions, monitor engagement rate and check relevant hashtags or industry trends.

Social listening, on the other hand, looks beyond the data. It is the process of pulling insights from those social mentions and customer conversations to identify room for improvement and take action.

If you’re only monitoring, you’re probably missing out on crucial insight about your brand. Incorporate the human side of data into your marketing strategy to grow your company and become an industry leader.

More About Social Listening

Social media generates countless business opportunities—and social listening can help you unravel them. This process allows you to understand what people think about your brand, their problems or needs, how they compare you to the competition, and the similar information.

The main thing to remember is that social listening involves monitoring. It analyses the information gathered and the mood behind the data to help you with many different aspects of your business, including:

  • Boost customer engagement
  • Manage PR crises on social media
  • Track your competitors’ marketing activities
  • Identify influencers and brand ambassadors
  • Improve your social media sales funnel
  • Stay ahead of trends and the competition

Social Listening Glossary

As with other disciplines, social media listening is full of marketing terms and jargon that can become overwhelming, especially for new marketers. 

At 2Stallions, we’re well aware that translating the marketing lingo can be tricky, so we’re here to help decipher the code so you not only understand but can learn the language for yourself. Here are some basics to get you started:

Brand Authority, also known as company reputation, refers to how the audience perceives a brand. Several factors can influence authority, including content, active online presence, and engagement over social media.

Brand Awareness describes how recognisable a business is to its customers. It involves remembering the brand’s name, its expertise in the field, customer service quality, products or services, and so on.

Brand Health takes brand authority and awareness a step further. It is a metric that determines how strong a company is and how true the brand in delivering its promises to customers.

Brand Monitoring is the process of tracking various channels to gain insights about the company, its products, brand mentions, and anything connected to the business.

Click-through rate (CTR) is the ratio of the number of users who click on a specific link or call-to-action. Businesses use this to measure the success of a social media advertising campaign.

Communication Channels refers to the platforms used to engage and reach out to potential and existing customers. It consists of the brand’s official website, blog, and social media profiles (i.e., Facebook, Twitter, Instagram, etc.).

Consumer Insights are the interpretation of customer data, behaviours, and feedback. They help businesses understand their customers’ expectations, improve customer service, and devise new marketing strategies.

Crisis Monitoring is a series of actions performed to prepare for and prevent damages when a company faces issues.

Dark Social describes the invisible social shares that happen through untraceable or private communication channels, such as messenger, email, and text messages.

Engagement refers to the activities that the audience take on social media to communicate with a brand. Examples of such are likes and favourites, comments, DMs, replies, shares and retweets, clicks, and mentions.

An influencer is a person with a large follower base on social media because of his or her authority and knowledge in a specific industry.

Keywords are the words that describe best what you want to find on social media platforms and the web.

Reach tells how many unique viewers or social media users have seen a piece of content (i.e., blog, video, etc.).

Share of Voice (SOV) is a term borrowed from traditional media, which refers to the number of times a brand is mentioned on the web and social media.

Social Media Mining is the process of extracting data from user-generated content on social media sites and mobile apps. Businesses use this to find patterns and trends that can get them a competitive advantage.

Social Mention refers to name-dropping a person or brand on social media. It can either be positive or negative and can share a public perception of a brand.

Social Selling is a strategy that uses social media platforms to establish rapport with prospective customers.

Social Sentiment describes the emotions behind social media. It is expressed through posts or comments on social networks, such as Facebook, Instagram, Twitter, Reddit, LinkedIn, and more.

Why Use Social Media Listening

Creating a solid listening strategy will help your business in many ways. It lets you connect with your audience, foresee and avoid disasters, monitor your competitors, find your tribe, discover new sales leads, and make your brand stand out.

1. Engage Customers

It is a rule of thumb for businesses to listen to what people say on social media channels. Thanks to social listening tools, tracking and gathering online mentions has become a lot easier.

By analysing brand mentions or online discussions, marketers can engage with customers and respond to queries immediately.

For example, a customer mentioned your brand on her social media post to raise an issue about your product. This instance allows you to address the concern. You can either reply directly to the post, share a tweet or FB post that clears out the misunderstanding, or do both.

Think of it as a long-term marketing strategy. If you keep your customers in the loop and interact with them, you encourage them and more people to trust your brand and take action.

2. Manage PR Crises

A positive social sentiment makes customer engagement easy to achieve. So what happens when people put your business in a negative light? Simple. The engagement also goes down.

It is good to be aware of any malicious content, spiteful social media users, and other negative mentions that could undermine your brand. And, social media listening can also help with that.

For example, you can create an alert “notify name@company.com if more than 200 negative posts circulate on social media in any given hour.”

Fake news and negative word-of-mouth can spread like wildfire on social media. With this crisis management solution, you can control potential crises and prevent a PR nightmare from happening.

3. Track Competitors

Monitoring your competitors is never a bad thing. It helps you identify the trends in your industry, check out similar products, and gain better knowledge about customer preferences, among other benefits.

And the best part? You can reveal their weaknesses and create better solutions that cater to the audience’s needs.

Such things are now easy to pull off thanks to social listening. The process lets you collect competitors’ data from social platforms and forums and find trends or useful insights.

Whether you want to know what events your competitions held or are holding, how attendees feel about the event, what type of content appeals to most people, and the like, social media can provide you with an answer.

Get meaningful insights and data out of online conversations and brand mentions. This strategy will never fail in making your name or products more attractive than your rivals.

4. Identify Influencers

Online personalities or content creators in social media, like YouTube, Facebook, and Instagram are now influencing consumer’s choices, hence the term influencer marketing.

Because of their engaging content and the trust they built with their following base, online audiences see them as opinion leaders and value their thoughts, product recommendations, and so on.

In fact, most people found influencers more realistic, more authentic, and easier to relate to than celebrities. No wonder more and more businesses partner with influencers to increase brand awareness, boost organic traffic and engagement, and generate sales.

If you’ve not engaged with an influencer before, social media listening can help you get started. This marketing process will help you gain insights into who are the important people to connect with, so you can establish a partnership with your natural brand advocates and look for opportunities to collaborate.  

5. Discover Sales Leads

Social listening also plays a significant role in discovering new sales leads. Once your online mentions are gathered and filtered, you can find the right audience and reach out to them.

Decoding your brand mentions allows you to join discussions as they happen, address the online public’s concerns, provide timely solutions, and most importantly—develop relationships with potential customers.

As the old business saying goes, “People do not like to be sold, but love to buy.” Customers hate being sold to right away. They want to feel in control of their purchasing decisions rather than having someone else tell them what to do.

This is where social media mining comes in handy. Such a process makes social media listening more effective as it helps uncover hidden patterns and trends from social media platforms.

When you understand people’s sentiments, you can nurture customer relationships and create an effective social selling strategy.

6. Improve Brand Image

As discussed, social listening does not focus alone on metrics or data analytics. Instead, it deciphers the sentiment behind every bit of data.

The fact that social media listening is two-fold means that it can help in establishing a powerful brand identity.

It provides an unbiased evaluation of audience preferences and needs, which can help in the following:

  • drive customer engagement;
  • develop lasting relationships;
  • learning trends for improvement;
  • managing online brand reputation;
  • optimising communication activities;
  • establishing a position in the industry

How to Get Started with Social Media Listening

Now that you know how following and interpreting social media conversation help your business thrive, let us look at the steps to creating a winning social listening strategy.

1. Define Your Goals

The first step in the process is to define your goals. Be clear on what you want to get out of social media listening.

Setting a goal will help plan all of your efforts going forward. It jumpstarts the whole strategy as it lets you choose the topics, brand terms, interactions, and keywords to monitor on social media platforms.

Here are a few goals that you could build your strategy around:

  • Drive website traffic
  • Manage your brand reputation
  • Understand your consumers better
  • Increase engagement with your audience
  • Create relevant content for your target audience
  • Gain more followers and retain your existing customers

2. Determine Channels to Monitor

Once you have your goals set, determine what social media channels you like to monitor. This next step informs you whether your goals are achievable on the platforms that your audience use.

For example, your goal is to drive more website traffic. Facebook and Twitter are the best platforms for this because they allow users to post links, unlike Instagram.

It helps to audit first each social media app or site. Know where most of your audience hang out and where they interact with your brand. In this way, you can keep a laser focus on social listening initiatives.

3. Choose The Right Tools

It is crucial to pick a social media listening tool that will enable you to discover your social media mentions, regardless of your company size or level of competition.       

Below are some factors to consider when choosing a social listening tool:  

  • Business needs. Check whether the tool meets your business needs—be it PR and marketing, customer service, security and compliance, customer research.
  • Pricing models. While “free” is a popular price point, free-trial tools provide limited functionality. It is better to opt for fee-based offerings that can best accommodate your needs.
  • User management. How many people will use the tool? Can people use the platform simultaneously? These are a few user-related questions that you should keep in mind before sealing a deal with a social listening tool vendor.
  • Software/ Tool features. Look at the tool’s features and compatibility. Does it have a single dashboard? Can it analyse a whole range of metrics, such as trending themes, media exposure, social sentiment, and share of voice? Questions like these can help you decide on selecting the right social listening software for your business.
  • Flexibility. A platform that allows integration with existing tools (i.e., Google Analytics, Hootsuite, etc.) is a must-have. It enables you to incorporate social media listening seamlessly into your business strategy and allows you to share reports with everyone.

4. Create Action Plans

The last step to creating a social media listening strategy is taking action. Use the insights you gathered in mapping out a series of activities that can help you achieve your goals.

For example, your primary aim is to improve your brand image. There are two things that you must do. First, make sure to respond to complaints and questions quickly. Second, take time to acknowledge and reply to positive mentions.

Bonus: The Best Tools for Social Listening

Keeping tabs across social media channels requires a great deal of time and effort. Thankfully, several tools can make social media monitoring more manageable.

Here is a list of social listening tools that you can use as reference:

  1. Awario
  2. BrandWatch
  3. BuzzSumo
  4. Falcon.io
  5. Hootsuite
  6. Keyhole
  7. Mention
  8. Oktopost
  9. Sprout Social
  10. Tailwind

The Takeaway

As more people turn to social media for product information and business research, the need for monitoring your social media channels increases.

It is indeed impossible to read the minds of your followers or customers. Thanks to social listening, you can now understand the mood behind their social activities. This process gives you access to what people are saying about your brand, industry, or even your competitors.

So, if you have not tried incorporating social media listening into your business strategy, now is the time to jump on the bandwagon.

2Stallions can help you get started, establish a better relationship with your target audience, and never miss a relevant conversation about your brand. Contact us today to learn more.

Welcome back to another edition of #2Steamstories! We’re glad that you’ve been enjoying this series of short interview articles where we get to know more about the 2S family members. 

From internships, UI/UX design to content marketing, #2Steamstories aims to help everyone understand more about life at an agency. We also hope to provide insights into the each specialisation and encourage aspiring marketers to join this dynamic and exciting industry.

In this edition, we have with us John Tan, who’d be sharing with us his journey as a content and social media marketer. In 6 questions, let’s uncover what it’s like to work with social media and learn what it takes to connect and engage customers in this digital age. 

Connect with John!

Hi John! Tell us a little bit about yourself.

Hello everyone! I’m John, also known as the unofficial bro in our team. It all started with a casual remark from one of our clients and this title has been conferred to me since then. 

I’ve spent most of my life living overseas in China, Hong Kong and the US. I completed my degree in Sports Management from Drexel University in the US back in 2015. Many think that it’s a coaching-related degree, but it’s really a business degree with an emphasis in the sports industry.

Since moving back to Singapore, I’ve worked with several global brands such as Oakley and Lenovo on social media management, content creation/strategy, and paid media planning.
It’s been 5 years since I started working in and around social media, covering all aspects of social media from content creation, channel management, and paid media. 

I am passionate about social media because it’s at the forefront of how consumers’ are exposed to content. What particularly interests me is how brands (particularly in industries of my interests – sports, gaming) portray themselves on social media to meet their needs.

What made you decide on a content marketing/social media marketing career? 

Initially, I always wanted a career in sports (or sports-related field), with a particular interest in marketing. My first gig in social media marketing was for an events company, branding a zombie themed marathon online. I then moved on to the agency side, crafting my trade in content creation from copywriting to even doing some design work. Be it on the brand or agency side, what interests me the most about the role is fusing the creative/strategic processes and seeing it come to life in a campaign visual/content. 

What attracted you to 2Stallions? 

In my opinion, 2Stallions’ greatest strength as an agency is our technical prowess across digital platforms. When I was looking for a new role, this was one skillset I felt needed improving. Through proper mentoring and opportunities, I’ve been able to develop my technical skills tenfold to a point where I am confident to impart my knowledge to others as well.

What excites you the most about the industry?

The industry, especially social media, is ever changing. Although the basics will more or less stay the same, it’s important to keep up with trends/technical updates and see what other brands and other agencies are doing. Even when I’m casually browsing social media in my free time, it’s something I keep my eyes out for. People are on social media in their free time anyway, so this is the best time to learn what can work and what doesn’t. If these ads work on me, who knows who else they could work on.

Learn more about social media marketing on our blog

What did you learn about yourself and the industry over the years?

Aside from constantly learning about new technical updates and trends of social media, I’ve come to learn that the real joy comes from the collaboration with my teams and our clients. Oftentimes, the reason why clients look for an agency is because they need assistance in navigating the digital landscape. Being able to guide them and teach them how social media weaves into their grand plans can be very rewarding.  

What do you think is the most challenging/fulfilling part of your job?

I’d say the most challenging part is also the most fulfilling part of my job. To sum it up, it’s about keeping clients happy. What it means to be happy is not limited to the results we produce for their campaigns, but it also means that our clients are happy with working with us day to day. Over the course of my career (so far), I’ve been fortunate to build solid connections with many great people from various brands and backgrounds. These connections have been a result of developing good relationships both work wise and casually. 

Wrapping Up 

Get to know our #2Stallionsfamily with the #2Steamstories tag.  Discover the works done by our diverse team of digital marketing professionals. Browse and download our case studies now! 

If you’re looking for a content marketing or social media marketing expert, don’t hesitate to contact us

Have you been making social media campaigns, but your business still isn’t generating many impressions? If yes, then it’s time to do some social media tweaks.

Social networking platforms offer a wealth of benefits, from increasing brand awareness to generating leads, boosting sales, and more. However, it’s hard to reap any of these benefits without a vital element—audience engagement.

The word “social” in social media relates to interaction with other people, meaning social media without engagement is just media. Unlike traditional media such as TV ads and print ads, social networks are a two-way street that creates a connection between two or more parties.

This connection plays a pivotal role in increasing organic reach on Facebook and other social media platforms. Facebook posts, for example, that spark meaningful conversations appear high up in the newsfeed.

Here’s why the social media giant sees engagement as a crucial metric in getting more reach:

“Interacting with people is associated with a greater sense of well-being… On the other hand, just scrolling through your Facebook feed, passively reading or watching without interacting with others, tends to make people feel worse.” – Facebook

How to Tweak Your Social Media Campaigns for Better Engagement

1. Create Viral-Ready & Value-Adding Content

Companies should ride the wave of social media marketing and inject a little creativity into their campaigns. And, guess what? Your business isn’t exempt from this.

The reason behind this is because the number of social media users grows each year. Facebook, in particular, has reached roughly 2.8 billion monthly active users in 2020, up from 1.35 in 2014.

Since more people spend their time on social networks, it’s crucial to up your social media game and make some social media tweaks.

Update your old blog posts and re-promote them on your social media platforms. Revamp the content (i.e., update the statistics, discuss timely news, etc.) to retain your blogs’ usefulness.

It’s also a great idea to plan a full-blown viral marketing campaign. Viral posts have the highest likelihood of boosting engagement levels. Here are a few things that make a content viral-ready:

  • emotional triggers
  • relatable theme or story
  • displaying uncommon talent
  • provide a unique experience

Learn from companies that gained massive support from the online public and increased their social media following base.

Scoot Tigerair Pte Ltd or Scoot, the budget carrier of Singapore Airlines Group, is one example. The low-cost airline launched its “Minute to Wing It” campaign in 2016 to celebrate its second year in business.

The campaign included one-minute Q & A videos, and participants who answered quickly received SGD2,000 in travel vouchers daily. Those who won in all their short video campaigns received the grand prize of two airline tickets.

The “Minute to Wing It” campaign won the Singaporean Marketing Magazine’s “Agency of the Year Award 2017” for having the best digital campaign idea and best social media content during the time.

2. Discuss Current Trends, News, or Events

Engaging your customers in social media can sometimes happen naturally. When audiences relate to or like a post you share, it’s easy to engage in stimulating conversations and turn those conversations into followers and customers.

The term “engagement” covers a range of actions across all social platforms, including:

  • likes and favourites
  • comments, DMs, replies
  • shares and retweets
  • saves
  • clicks
  • mentions

These metrics measure the effectiveness of your posts. They gauge the level of engagement generated from your social media campaigns.

To ensure you get more likes, comments, shares or clicks, create content that resonates well with your audience. One way to that is by discussing or following a current trend, news or event.

If that’s not clear to you, then let these two brands/campaigns do the explaining:

Coca-Cola: Socially Distanced  Logo

coca-cola, social distancing logo, staying apart is the best way to stay united, coke, times square, billboard

Credit: The Coca-Cola Company

The beverage giant ran a billboard in New York’s Time Square, which showed each letter in its brand name separated. This logo tweak encourages people to maintain social distancing amid the COVID-19 crisis.

Berger Paints India: Dalgona Coffee

Dalgona Coffee, Berger Paints India, Cream Allure, Paint Your Imagination

Credit: Berger Paints India

Dalgona coffee has gone viral during the pandemic. The coffee recipe became popular on social media globally, and brands like Berger Paints were clever to incorporate the Dalgona trend into its campaign.

2. Livestream Your Most Important Events

Live streaming on social media platforms, such as Facebook and Instagram, is blowing up the scene. But what is live streaming anyway?

Image Source: Wikimedia

At its simplest, live streaming is a practice that lets people stream digital data, such as audio and video, simultaneously. The streamed data is broadcasted in real-time for viewers over the Internet.

If you haven’t discovered yet the potential of going live on social media, that’s enough reason to include it in your social media tweaks list. Start live streaming your events to enjoy a wide range of business benefits, including:

  • Diminish marketing costs. Facebook Live costs little-to-zero dollars. All you need is to show up on your live video and engage in a real-time discussion with your target audience.
  • Generate a bigger audience. Live streams have no geographical and physical restrictions and are accessible to a worldwide audience.
  • Develop direct engagement. Live streaming creates a direct connection to each viewer. When a social media user views your content, that person may see it as if he/she is interacting with your brand personally.
  • Create new business opportunities. A live-streamed event can provide new business opportunities. Integrating promotional offers into the live stream video, for example, can generate large numbers of sales.

Here are some live stream event ideas to consider:

  • Host a contest or Q&A
  • Raise money for a cause
  • Announce a new product
  • Do a live consulting session
  • Stream an inclusive interview
  • Take a virtual tour of your space

4. Write Personal & Intriguing Captions

Sharing your company blog posts or other relevant industry news across your social media profiles is a widely used marketing technique nowadays. When done right, it can help you get a positive return on investment (ROI) from your content marketing efforts.

So, how do you get more traffic and reach a wider audience from this tactic? Here’s a tip: make your captions more personal and intriguing.

Avoid simply putting the title and URL of your blog article. Your readers can already see your article headline, and doing it will appear like you’re putting less effort into creating social media captions.

Here are a few tips on writing engaging captions on social media:

  • Write the important stuff first and within the character length limit
  • Pull inspiring quotes or statistics from the content you share
  • Ask open-ended questions to prompt interaction
  • Include a call-to-action (CTA) in your caption

5. Use Hashtags Effectively

Social media presence and engagement are intertwined. Having a solid social media presence can drive better audience engagement. While driving a lot of engagement on social media can get your business in front of more followers or customers.

For this reason, it’s crucial to make your content or business discoverable for other people via hashtags. This tactic is one of those social media tweaks that you should prioritize, especially if you’re struggling with creating interactions around your brand.

Hashtags are an essential part of social media marketing. They’re a metadata tag prefaced by the hash symbol (#), which allow users to label content and find relevant topics, events, or conversations.

Since hashtags aggregate all content with that same hashtag, it makes great sense to incorporate them into your social media posts. Doing so helps improve your searchability and encourage people to connect with your business and other social media users.

Below are some tips for a successful hashtag marketing campaign:

  • Keep the hashtag relevant. Use a hashtag that is relevant to your content and company.
  • Make the hashtag brief. Avoid using too many words in a hashtag. Instead, use the most simple keywords or phrases possible.
  • Find the right hashtags. Find hashtags on Twitter, Instagram, and Facebook and see if other people are using them and if they fit your content.
  • Include trending hashtags. Adding a trending hashtag to your social media post can get your message seen by a larger audience.
  • Limit the number of hashtags you use. Don’t overuse hashtags. Here are the hashtag restrictions per social media channel:
    • Twitter: 2 hashtags per tweet is ideal because of the character count limit
    • Instagram: 11 hashtags offers the highest level of engagement
    • Facebook: 1 to 2 hashtags with 10+ characters work best

6. Respond to Comments

Have you ever sent someone a text and got no reply? If yes, how does that make you feel? Do you feel ignored or mistreated? Or do you regret the idea of trying to interact?

The same thing applies to how your followers or social media users feel when they leave a comment on your Twitter, Facebook, or Instagram post. Their impression of you is put at stake when they had a negative customer experience while engaging with your business.

Social media engagement is a two-street. That’s why you must respond to comments, whether they’re questions, praises, criticisms, or negative feedback.

Here are some ways to do just that:

  • Establish a consistent tone. Always use your brand voice and be consistent across social channels.
  • Make personal responses. Avoid copy-pasted responses. Whenever possible, include the name of the commenter to make it more personal.
  • Remain professional. Maintain a professional stance, especially when replying to negative comments.
  • Respond quickly. A quick response shows that you care about your customers and their concerns.

Final Thoughts

Social media is a powerful tool for business marketing. With millions of active social media users, your marketing and advertising efforts have a strong chance of succeeding.

By taking note of these six social media tweaks, you can create a compelling campaign that can help you generate leads and improve your conversion rates.

2Stallions can help you boost your social media marketing efforts and establish a better relationship with your target audience. Contact us today to learn more.

The growth of the Internet has provided companies with a wealth of online marketing options, including social media campaigns. Now, businesses can promote their brands on social media to increase visibility, revenue, and customer reach.

According to We Are Social’s Digital 2020 Global Overview Report, there are 3.8 billion social media users worldwide. The report also found that smartphones account for more than half of the time spent online.

This means businesses, big or small, should be taking advantage of social media platforms. It also means that it time to transition from traditional marketing (i.e. TV ads, print ads, etc.) to social media marketing.

Unlike traditional media, social media fosters a conversation between the brand and the consumer. The audience can comment, like, tweet, share posts, and more. Not to mention that social media posts can be edited or deleted when necessary.

Keep on reading to learn more about how you can harness social media’s marketing potential.

More About Social Media Marketing

Social media marketing uses platforms to establish brand awareness. It also increases customer reach, monitors customer feedback, and a variety of other things.

It involves running campaigns and sharing content to drive audience engagement and conversion. The major social networking services today are Facebook, Instagram and Twitter.

Each platform engages audiences in different ways. Here are the metrics used to measure engagement across the three platforms:

  • Facebook: shares, likes and followers
  • Twitter: re-tweets and followers
  • Instagram: likes and followers

What Is A Social Media Campaign

Social media campaigns are a planned marketing effort executed on one or more social media platforms. Campaigns come in different forms such as polls, contests and giveaways, events, or podcasts, to name a few.

These social media marketing initiatives focus on a business goal. The common goals include:

  • driving direct sales
  • generating new leads
  • getting direct customer feedback
  • boosting web traffic and brand recognition
  • building a strong, engaged and loyal community
  • creating an email marketing list of engaged customers

Inspiring Social Media Campaigns You Can Learn From

Starbucks, Dove and IHOP are a few top brands that have launched successful social media marketing campaigns. Let’s take a closer look at why their campaigns worked.

1. Starbucks: Unicorn Frappuccino

As part of its 2017 Frappuccino Happy Hour, Starbucks rolled out its one-week-only, pastel-hued beverage: the “Unicorn Frappuccino”.

starbucks, unicorn, frapuccino,

Image by: Starbucks

With its limited offer period and  ‘Instagrammable’ appearance,  the drink and its hashtag #UnicornFrappuccino generated nearly 155,000 Instagram posts.

2. Dove: #SpeakBeautiful

Dove promises to deliver body confidence and self-esteem through its campaigns. In its #SpeakBeautiful campaign, the brand partnered with Twitter to show the effect of insults on people’s images.

Video by: Dove

Twitter’s technology identified negative tweets about beauty and body image. The Dove account then sent responses about confidence, optimism and self-love.

3. IHOP: IHOb

IHOP, the International House of Pancakes, flipped the last letter of its acronym upside down and temporarily became IHOb. The brand asked its Twitter followers to guess what “B” stood for—and more than 70,000 users reacted and responded to the tweet.

Tweet from: IHOP

While the name change lasted only for a short time, this gimmick increased burger sales.

Key Components Of Successful Social Media Campaigns

1. A Well-Thought Plan

Your campaigns’ successes depend on your social media strategy. Review your social media goals and identify the ‘who,’ ‘what,’ ‘why,’ and ‘how.’

Who. Identify who your target audience is. Determine ideal customer characteristics and demographics that your business can best cater to.

Shaping your audience personas will craft the right message and brand voice for your social media campaigns.

What. Find out what social media channel your business will use. Choose the ones that best support your strategic goals.

Explore the big four social media channels—Facebook, Twitter, LinkedIn and Instagram. You could also look into other platforms such as YouTube, Pinterest, TikTok, or Snapchat.

Why. Understand the motivations behind your prospect’s goals, reasons for their challenges, and the issues they face.

Once know the answers to your strategy’s whys, it would be easier for you to proceed with the how.

How. Learn how your brand, products, and services can best address your customer’s pain points.

List your audience’s choices and responses along your customer journey. Then, map out a plan that will entice them to take part in your campaign.

2. Compelling Content

Build social media campaigns around compelling content. A campaign with impressive storytelling and accessible information has a greater audience engagement.

To impress your audience, your content should be:

Optimized for viewing. Social media optimization and search engine optimization are two different things but they support each other. Here are two of the best practices that SMO can borrow from SEO:

  • Keyword Research. This technique identifies phrases and topics your target audience searches for. This way, you can create relevant content for them.

It also helps determine hashtags and phrases to use in your social media posts. Hashtags make it easier to find your content, even for people who are not following you.

  • Profile Optimization. Website optimization is a crucial step to SEO. Optimize your website and its content so search engines know what your website is about.

The same thing applies to social media optimization. Your company’s social media profile contents—profile phone, username, bio, etc.—should be complete and consistent to get the attention they deserve.

Fun and informative. People love sharing useful things on social media. These could be tips, suggestions, fun facts, and quirky stories that tackle difficult topics like science or math for example.

Make your content easily shareable to increase the chances of drawing your audience’s attention. For example, create videos that tell relatable stories or tug at your customer’s heartstrings (like Dove’s #SpeakBeautiful campaign).

Craft memorable content to boost your social media shares. Incorporate the element of surprise into your strategy, like what IHOP did with its IHOb campaign.

Short but sweet. Writing long-form content in today’s time-starved world is not always the best option. Squeeze your content into something that is easily consumed. Focus on a single topic, include a graphic or visual, and feature an enticing headline.

3. Rewarding Promotions

In website marketing, creating an email list is simple if you can offer something in exchange for customer information.

For instance, Netflix and Spotify give a “Welcome Bonus” to new registrants that let them try out the paid service for 30 days. After the promotion period, customers can decide whether to stop or continue.

spotify-rewards

You can use social media to advertise your ‘free’ product. Anything free and compelling has a high chance of going viral. Contests for high-end or high-value products are also great for promotion.

4. Thorough Analysis

Like with SEO, you must measure your social media campaigns performance through their analytics:

  • Are you reaching qualified people?
  • Are you engaging with qualified people?
  • How many of your social media fans inquired about your product or service?
  • How many of them actually become customers?

The things you can measure vary in every social media platform, but tend include:

Engagement. This measures how many people have engaged with your social media posts. It also plays an important role in how far your posts travel (aka social media reach).

Engagement metrics include clicks, likes, shares, comments, brand mentions, profiles visits, and active followers.

Reach. Social media reach is the number of users who viewed or watched a particular content on a social media channel. Unlike engagement, this metric has no definite amount as it is only an estimate.

You can measure reach by tracking the number of followers or fans, impressions, and traffic.

Leads. A lead refers to any information that you can use to follow up with your fans or followers. It could be a name, a phone number, or an email address. This valuable item value could develop into hard leads—qualified prospects or customers.

Customers. The main objective of social media campaigns is to attract new customers. If you have found the right leads and kept them engaged, they will be more likely to buy your product or service.

By tracking customer acquisition and conversion rates, you will know how many fans made it to the finish line. Built-in analytics tools such as Facebook Insights, LinkedIn Company Page Insights, and Pinterest Web Analytics, come in handy when measuring social media performance.

Switch to Social Media

Social media is a gold mine for followers, leads, and customers. It allows businesses to increase exposure, boost traffic, and gain market insights.

If your brand is not making the transition from traditional to social media, now is the time to make the switch. Take advantage of ever-increasing social media users: launch social media campaigns to generate qualified leads and increase your conversion rates.

Need help with your social media marketing efforts? We got you covered! 2Stallions can assist you throughout the entire process. We perform social media audits to optimize profiles and help with content strategy, execution, quarterly review and tweaking.

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