This article is the second part of the entire story of "How to succeed social media marketing plan (1)". For those who have not read yet, please read "How to Make Social Media Marketing Plan Succeed (1)" in order to separate it.
table of contents
Build a community
But even if you look at it, your social media page will together with your followers and influencers constitute an online community. Your job is to nurture that community and grow it into a valuable tool that represents your organization's image and vision.
Building a social media community is a good goal if you want to improve the efficiency of customer service, enhance brand engagement, build relationships of trust, or provide great value to viewers.
Tracking community building metrics
When considering measuring the outcome of community building efforts, keep in mind that it is very difficult (if not impossible) to measure direct income generated from the community. In that way, the community can help you gain valuable insight about who your customers are, what they like.
When considering measuring the outcome of community building efforts, keep in mind that it is very difficult (if not impossible) to measure direct income generated from the community. In that way, the community can help you gain valuable insight about who your customers are, what they like.
Although we can not directly measure the contribution of revenue, these metrics will help us confirm whether your efforts are successful.
- Engagement (clicks, favorite numbers, comments, shares)
- Brand reference
- Post linked to your content
- Follower growth rate
- In response to the questionnaire, "How did you find our brand" (in case of answer is social media)
Simply put, building a strong social media community is to promote engagement all. The more relevant within the community, the more valuable it is for the user. Also, carefully note which topics and content types (video, meme, quotes, etc.) are doing the best, you need to use that information to shape that community building in the future.
reference:pixabayBuilding a thriving community on your social media channel is about promoting engagement.
How to build a community
The brand community can provide enterprises with a strong competitive advantage, which is very difficult to reproduce. The community is virtually unparalleled in terms of building trust with your audience. A simple act of ownership is an authority.
First of all, it is necessary to encourage conversation and keep communication line open. Make the relationship with the brand as simple and attractive as possible. To do this, please contribute consistently to the community. Because valuable communities may require huge amounts of time and effort to develop, there is a willingness to commit to that work before starting.
Share passion with the community and inform people about future plans. They appreciate transparency and you will increase the opportunity for positive involvement. To further promote engagement, consider combining your discussion with pop culture, current affairs issues, (probably) topics with discussion. But please be careful not to run away from ignorance and discomfort.
You can complement these efforts by giving your fans a voice. A feature article reflecting your brand and making fans share opinions. User generated content is considered more reliable. For example, DesignSponge prompts followers to contribute to the Instagram feed based on a constantly changing hash tag defining the theme.
reference:DesignSpongeEncourages Instagram followers to post photos based on constantly changing hashtags that define themes.
Also focus on customer service and problem solving. Please change the community to dynamic resources that experts can find solutions to industry related problems.
Finally, I know that the community has a very concrete value and usually has value on trust and transparency. Make sure you understand these unwritten rules (like fraud and excessive promotion) so that you avoid breaking them and avoid directing your community to you.
Regional adhesion campaign by Marc Jacobs
When the Marc Jacobs brand wanted to hit a new line, the company created a #castmemarc campaign to promote a rebellious new collection, encouraging community involvement.
For campaigns run concurrently on Twitter and Instagram, the company's fan-based model posted her photos with the hashtag #castmemarc. This idea was that campaign participants essentially spread brand awareness to their social networks, especially those with disposable income earnestly in fashion.
reference:Marc JacobsIs building a community through the #castmemarc campaign.
Marc Jacobs is building a community through # castmemarc campaign.
In the #castmemarc campaign, the following excellent results were obtained.
- The first #castmemarc campaign won over 1 million participants in 7 weeks.
- Marc By Marc Jacobs accounts for 2014% of Marc Jacobs's earnings in 70 year.
- More than 102,000 mention of Instagram's #castmemarc
- I posted more than 4,000 campaigns on Twitter.
- The employed model was much more affordable than the experts.
Listen to your audience to listen to your interests
Social media gives us great opportunities to learn brands from the audience through social listening (social listening). The essence of social media is to share information publicly. This is ideal for marketers to conduct research. By monitoring conversations, emotions, and remarks, you can see how viewers feel about a particular topic.
Social media is a good social media goal when you want to promote new products, no market, or want to concentrate on a specific niche. However, in fact, you should always use social listening. What you constantly learn about your audience is something you should not turn off.
Research and development indicators
It may be difficult to measure how much you know about your audience. Metrics does not directly address social success. Fortunately for you, some numbers have a direct relationship providing a decent indicator.
- Brand description (This indicator should increase during social campaign campaign run)
- Emotional analysis (to determine positive or negative social recognition)
- Audience demographics (age, place, interest)
- Influence (measured by social media user's authority, overall reach)
Because of these qualitative indicators, we need more complex analysis to extract insights from the data. This analysis probably requires more investment time than traditional data analysis processes, but the ability to understand viewers is valuable.
How to study your readers
Looking for a specific hash tag and seeing the result can be considered social listening. But social listening can be a job on its own. We will respond to as many interactions as possible to promote social listening, conversation referring to the brand, brand related conversation.
This is rationalization of social work using social media tools like Mention and Hootsuite. You also need to create branding notifications and arrange them for each campaign.
After completing the listening campaign, put the collected information in the report. Please confirm that your socialization report is valid. For example, if you find a problem of emotion, the next step is to focus on social media PR. It's easy to catch up with social media reports, so keeping the balance between actual listening and reporting. We always prioritize actual listening and act based on insight.
Conclusion
Before you know the strategy to adopt, you need to properly define the goals of social media. A systematic process for setting goals will help you track appropriate indicators and know how successful your efforts to achieve your specific goal.
1 It is not limited to one goal, but because the indicators are different for each goal, we need to cover more base. People who just started social media marketing, let's start with at most 1 ~ 2 goals.
I am Nguyen Me Fuen. . I am a Vietnamese student in Japan. Pacific Northwest University · International Education Department 4 is a graduate student. I am interning at 123Server Co., Ltd. now. We will investigate the world information and the Vietnamese market by SNS marketing method.
