Social Marketing: Trick or treat?
Ajit Narayan, Chief Strategy Officer, 141Sercon
If you're reading this, you're probably influenced by the jargonosphere and have a boss or friends who use it or similar phrases to make it sound like they know the marketing handbook of social media. Well to go beyond just the phrase and the list of portals and the number of so called connections that one has made, one needs to step back. From a consumer context to a marketeer context (Social is one of the rare instances where one does that because in traditional marketing it's quite the opposite). Quite simply, social media or network media is the place where people scratch backs...You scratch my back and I'll scratch yours. Putting a darn ad in that place is no solution because you and tons of others are busy scratching! To score in the social media ratings engine, one must practice, perform and perfect the art of continuous scratching. The expectation obviously is a scratch or a pat back. It's that one little kudos or a gem of a compliment that you can blow out of proportion. By the way if you want to sell, I mean really create transaction opportunity you're searching in the wrong place buddy. You're better off focusing on your store. It's like saying you released a couple of ads. But then, why aren't people buying? Social networking gives you just that, a bit of awareness, a bit of trial and adds on to your generic marketing initiatives.
But hey, it's not easy work. It's tough and repetitive and on the verge of becoming boring at times.
So I gave it a thought and here are 10 pointers on social media usage.
1.
The product rules: If you're not convinced about what you’re vending. Forget it. You'll become insignificant before you know it. So it's important that you are convinced yourself. So play the devils advocate and dissect what you're selling, rip it apart. If it stands the test, then it's good to go.
2.
Always say good things: Nastiness is not welcome. If you're one of those like me whose wits are bordering on sarcasmic proportions. Laugh it off but don't show it on the keyboard. Try to find a good thing in everything and say it. Takes a bit of effort to cultivate this thought. But then, you want the other person to check out your wares - don't you?
3.
Courtesy makes you king: It's not the brash suave smart talk. It's the basic human decency and courtesy that takes you to the top. If someone's commented on your blog, be sure to visit back, read that person's content and of course use rule 2.
4.
Understand the rating system of your chosen social media engine: If it's blogs, you should know technorati, blog buzz and your own blog interface by the back of your hand (close to at least). If it's Facebook, understand the application environment and its scoring engine (there are dos and don'ts which rate you, also things that give you positive and connective scores. Know them, use them). Unless you aim towards that high score of the engine you're not going to get any of your money's or efforts' worth.
5.
Submit your proposition in as many places as possible: Have you figured where all? There's a humongous web of opportunity in spotting the right places. No one is yet the established expert. Most of those who say it are probably the biggest amateurs. Identifying the right places for YOUR proposition is by itself a huge task and it does not come free. So if you're on a budget. Do it yourself.
6.
Keep it fresh and active: Content and action drives social media. If you're a day behind you might've lost it before it began for the day. You have to be in the action to understand the cheat codes others are using to propel themselves. Simply put, there are many ways to get to the same destination. Have you discovered them and added them to your arsenal of weapons? Is it about ratings, or is it about visits, or is it about downloads or what else?
7.
Tell em, tell em again, tell em that you told them: This is obviously not an original quip. But then, it means developing a rhino hide. Don't be afraid of self promotion. After all, we all want our bit of fame. So add your own, your colleagues and any other socially active person's address book and strike.
8.
It's one to one: It's never about your brand or company. It's about you. Using this media is like using it to sell yourself. How would you go about it? How can you make what you're selling into a concept? How can you make it gel with the kind of people to whom it’s meant for? Remember the stakes lie with you not with anyone else.
9.
Have you used your reviews yet? Over a bit of time you'll start getting scratched back. Have you started promoting those quips, those kind words? Suddenly this takes on a whole new meaning. It's not you who's saying these great things, it's someone else. And if that someone else has more credibility than you to start with in the media vehicle you're most likely to get noticed.
10.
When was the last time you tracked? Every vehicle can be tracked. If you need to pay, it's well worth paying to get the data. Understand who's coming to your page, which is the exit page, what all is happening to the clicks. Where are they coming from...etc etc. All the best! In times of recession, do it yourself.
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