The point of the webcast is to tell marketers the different ways that they can use social media to promote their brand. Some key uses of social media visited during the webcast are driving traffic, building customer excitement, immediate and more personal customer service and feedback, and lower costs in comparison to other media advertisements. Several times during the webcast, Jordan Viator brought up the importance of driving internet traffic to your facebook page or website where your customers can spend time and learn about the company. This is very important for building brand awareness and getting people involved in the company. By building excitement about your brand in your customers, you then have a source of positive word of mouth and closer connections to your customers. Going back to the previous webinar with Robbin Phillips, customer excitement helps marketers create a “movement” of loyal customers adamantly supporting your brand. Social media allows for immediate distribution of company news and updates, and response to customer concerns, comments, or questions. By using this aspect of social media, marketers can let customers (or potential customers) know about upcoming events, new products, and sales promotions instantly. Customer service can be greatly improved by using this tool as well because customer’s problems can be addressed very quickly and efficiently. Advertising using social media is available at little to no cost in comparison to other advertisement forms because your audience is more targeted so the return on investment is higher.
The webinar gives six objectives that every company should apply to their social media marketing campaign. First is building brand awareness. Social media is very important to creating brand awareness because marketers can demonstrate their expertise within the industry to build credibility, deliver the companies message, and give information about the company to massive amounts of potential customers. Jordan explained that most people who are online use at least two or three different types of social media so it is important that marketers don’t rely on only one form of social media but several. Second is making customer service personal. When a customer has a problem, social media allows for an immediate response to that problem. All customers online (in most cases) can see the problem or question and the response given to it, this helps to show other customers of the expertise of your company. Seeing a person’s name under the answer post makes customers feel like the answer was tailored for them and not a generic answer generated by a computer. It is important to provide “customer education” and show them how to work the product, social media allows for companies to post how-to videos on their website. Third is event marketing. Using social media, marketers can promote event details using real-time updates and customers/attendees can participate in the discussion. Marketers can then share content (pictures, etc.) from the event for everyone to see. Fourth is product launches/announcing new services. Social media is the most affordable way to launch a new product/service and it also gives companies a good way to have contests and giveaways that will build excitement and anticipation for the product/service. The company can post videos of product demonstrations online to show off their products new and exciting features. Fifth is it helps build a sales pipeline. There are unknown opportunities for marketers online. Marketers need to provide their customers with a “call to action” to visit their website, for example put “for more info… [company website]” on products, videos, and advertisements to enhance inbound marketing. The webinar suggests to marketers that they should ask for customer information. Sixth is community activation. Use social media to get closer connections with customers by sharing links, providing incentives, and having pre-packaged content, make it easy for people to share your company.
TOMS does a great job at using this information. TOMS puts their name and website on everything they’re affiliated with and gains huge support with its’ customers by standing for something and asking their customers to do so as well by putting one for one on their web pages, videos, ads, and product packages.. TOMS has a presence on facebook, myspace, twitter, youtube, their own blog, their website, and hundreds more social media outlets.
www.toms.com
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