Eversince Logistics giant, Maersk adopted its social media strategy in 2011, the company recorded impressive results yielding from fruitful interaction from fans. What impacted the organisation’s marketing strategy was its extended Facebook campaign that explained its method of operation to its fans. It then encouraged interaction by inviting suggestions and opinions to improve further. The strategy was a resounding success that led to Maersk discovering several options for improvement.
Maersk displayed the intelligent strategy of acquiring social media insight into its activities unlike most businesses who lack the initiative or the know how to do so. Social media itself may be the new mantra of marketing but unless you indulge in the core analytics of the fruits of your efforts, your strategy may not be all that successful. Social media insights help you discover a new perspective on your audience to vastly improve your marketing efforts.
Consider these few questions
Which social media platforms are you utilizing for your marketing? Is it Facebook, Tumblr LinkedIn, Pinterestc, Twitter or all of them?
- Who is your fan following? Who comments?
- On which account are you most likely to receive the maximum number of activity
- From which account are you achieving the most CTRs
Such questions gain high relevance when it comes to social marketing. They help you gain valuable insight into your performance on any given platform by guiding you towards correct analysis of your strategy.
Social monitoring provides a wealth of information
As a marketer on social media, no doubt you may follow most activity generated across all accounts. Consumers are constantly sharing, tweeting and commenting. Your customers love expressing a personal opinion or crating a difference of opinion. Consider how such activity can help you by focusing on discussions in general related to a specific product or brand. Follow up comments and likes or tweets to such effect could well be utilized to improve your business.
Focus on new content and strategies to gain deeper insight into consumer behavior
Without new ideas your activity or blogs may become monotonous. Focusing more on social interaction will lead to remarkable ideas for new strategies.
Take for example the Brand CoverGirl. Recognizing an audiences love for cosmetic tips and make up tutorials CoverGirl strategists indulged in conversation related to lip care products. This led to the revelation that its audience projected several concerns related to lip balm. On twitter alone, CoverGirl received comments expressing the agony of losing a lip balm.
The projected result?
Armed with such Insight CoverGirl can now create engaging content revolving around lip care and lip balm. They can create social threads centered on Lip balm with the potential of increasing such activity and in turn their own audience.
Innovative strategies develop enhanced insight: Nescafe switches from traditional websites to Tumblr
Nescafe’s strategy of switching over to Tumblr from traditional websites speaks a lot about strategic insight. In a bid to cement stronger relationships with its younger audience, Nescafe very recently featured its ‘the global Nescafe Tumblr” platform.
This enables users to upload a variety of media content in relation to coffee. Tumblr has more than 250 million blogs featured on its platform with over 110 billion posts and growing. In fact Tumblr with its cross platform for blogging cum social networking can provide a gold mine of valuable insight on consumer behavior for any brand account featured therein.
From the example of Nescafe any marketing guru can rightly deduct the obvious result. Nescafe will achieve a direct link to consumer preferences, complaints suggestions and a ton of metric data that can well benefit a considerable improvement in quality control and their marketing efforts of the brand
All said and done over and above your marketing efforts, the two examples have shown why it becomes imperative to continue the social monitoring for gaining enhanced social media insights to better your marketing efforts.