Here are a few key facts we took away from the day:
- Effective social media can positively impact every stage of the buying process; people buy from people.
- Social media is a great way of personalising business; influential peer-to-peer discussion significantly shapes your brand.
- Remember that your customers are influencers as well as direct buyers.
- Make sure you build on your non-social and offline initiatives, and connect your social media strategy with other digital and offline activities. Through social media you already know what your key proposition is and who your key customers are, and what resonates with them from traditional marketing channels. By applying the same logic and benefit from the amplification effect of social media, mixed in with insight and information, you will be able to integrate social media into your brand strategy.
- Content marketing is fast becoming the only form of marketing that captures the customer’s attention. Good content thinks about the user first: what information do they need, where are they looking for it and how can they interact with it?
- Producing compelling content does take time and money but producing bad content is a waste of time and money.
- Online metrics are important but remember that the real value of social media is in engaging with your customers.
- Legal regulations around social media are still forming. It is important to play through ‘what if’ scenarios around social media use and ensure you always know who has access to your channels. Put in place clear guidelines/process around use of social media for external people who use your channels and employees directly or indirectly representing you.
The day highlighted the changing roles of social media and the importance of it for business survival in today’s world. Although traditional marketing strategies still apply, they just require a little adaption!