Versimpelde Social Media Marketing toegelicht in model

Social Media Marketing kan complex worden gemaakt maar daar zijn dan weer modellen voor die het versimpelen. Via de blog PR Squared komen wij tot dit versimpeld model van de werkelijkheid. Sterk in dit model (wat natuurlijk Engange, Measure en Report als standaard onderdelen kent) is de nadruk op Content creatie.  Ook het ‘engagen’ op een gerichte en wervende manier is iets dat zeker op marketing lijkt. Een model met acht onderdelen die de moeite waard zijn om nader te bekijken:

1. Benchmark: Know what needles need to move, and before you do  anything else, establish a baseline.  If your program needs to result in more  website visits, you need to establish systems to track that in advance.
2. Monitor: What are people saying about your brand, products,  industry, competition? Who are the influencers in your market?  What content or  conversations move them to action?
3. Content Creation: Once you know more about your community,  you can create compelling content that they’ll want to share. Don’t be daunted.   “Content” can be as simple as a tweet, a blog post, etc.
4. Engage @ Scale: If you are working for a large brand, it’s  unlikely you’ll be able to engage with every single consumer.  “Engage at scale”  is a simple way of suggesting you figure out how much you can do.  With that
   figured out, you can publish some easy ground rules for content creation,  content sharing, and monitoring (e.g., “We’ll be monitoring from 9–5 EST and  will respond to as many queries as possible, but if you need immediate
   attention, please call 1–800…”)
5. Call-Out: Remember, everyone wears an invisible sign that  reads, “Make me feel important!”  When a brand marketer calls out a consumer, a
   blogger, a tweeter, etc., in a positive way, that person notices. You’ve opened the door to a new and/or reinvigorated dialogue with that  person.
6. Call-Back: Everyone forgets to do this.  Let’s say you  helped out a customer on Twitter, two weeks ago.  They complained, you fixed,  they applauded, you moved on.  Would it be so hard to tuck their name into your
   Social CRM dbase (which can even be an Excel doc) with a note to ping them a  couple weeks later? “Hey, Joe, everything still working with your xyz? Need  anything else?” or, “Hey, Suzanne, we tweeted that blog post of yours last week
   re: xyz; thought you’d like to know we’re still talking about it over here!”   That’s how you make a fan into an ambassador.
7. Measure: Refer to your benchmarks. How you doin’?  Needles  moving?  If not, time to adjust the approach.  If so…
8. Report: Make sure the all-high muckymucks in the  organization are aware of the needles’ movement.  Use pretty  charts.  Just as important, report to your community members.   Remember, you’re in a dialogue with them; presumably they are becoming invested  in your brand’s success.  Find a way to talk about how their support in social  channels is helping the company to thrive.  Brands who “give credit back” to  Social Media tend to reap outsized  benefits.