4 out of 5 marketers are overwhelmed and under-prepared for the challenges their business is going to face over the next 5 years. And is it any wonder when the majority of industries are set to change more rapidly than they did in the last 15 years? These were the issues to tackle at Hootsuite’s Marketing breakfast.
Jeremy Waite, Evangelist with IBM, had some interesting points at a recent HootSuite Social Breakfast. How do you maintain and build a brands online presence when 77% of consumers don’t want a relationship with a brand anymore?
If not brand, what should we focus on (or not)?
Less focus on vanity metrics
Vanity metrics (including follows, comments, shares etc.) can only tell us so much. In fact, by focusing on these metrics you are only presenting and analysing 30% of the total customer engagement. 8% of content and conversation is on Twitter, 15% on Facebook, with other social platforms taking the rest, but notably 70% of sharing and engagements occur through the rise in dark social (messaging and in-app communications).
If you’re running a brand awareness campaign on Twitter, for example, you’re looking for an increase in followers and engagements. For this to work you’ve got to ‘pay to play’ or get noticed with over 10,000 tweets a second.
“You don’t need to outspend your competitors in
order to beat them” Jeremy Waite, IBM
If you’re looking to build trust amongst interested parties, generating online conversation would most likely be your executed strategy.
Metrics shouldn’t be about gaining a like, but more about link clicks and full watches of a video.
Without vanity metrics, we face additional difficulty when trying to prove ROI to a board however you cannot measure the emotional link between a potential client and your company. Gauging your ROI is about knowing when to measure these metrics and when not to. The most value often lies in those you cannot measure and we need to help the board to understand this.
These interactions are often worth more to a company than a like or a share. After all many of us network in our daily lives (and increasing continue to do so online) sharing information, generating sales and, most importantly, creating and maintaining relationships.
Building a community
A predicted trend for 2017 sees organisations turn to connected workforces. Your employees are your biggest advocates and empowering your workforce to embrace social only works to your competitive advantage.
“Social media doesn’t live within the marketing department
anymore. It touches all aspects of communications within an enterprise.”
Amy McIlwain, Global Industry Principle at Hootsuite
Encouraging your workers to embrace social media and regularly engage can help improve interaction within your business and to your brand online. Companies are bringing in dedicated trainers to encourage social use amongst teams and teach methods to reduce the risk of online dangers. They also work to dispel the myth that you don’t have to be young to use social media.
“The difference between a community
and an audience is which way the chairs are facing.”
Chris Brogan, CEO of Owner Media Group
Take the time to talk to your customers on their level, see the things their interested in and build rapport. “Social media if often more media than social.” Ryan Vince, Social Media Manager, NFU Mutual. We are often misled to believe that telling our brands story encourages interaction however generating content around your audience’s story is often more rewarding. Again, you can’t measure the value of an emotional link to your company.
You’ve got to start small, test and pilot new things and remember – don’t tell your story, tell your audiences story. If you’re unsure of where to start, contact us.