This has now become a well-grounded fact that social media is steering the entire online marketing, promotions and e-commerce strategies for businesses worldwide. No matter if you have an attractive, yet utilitarian website, on-point promotions and a compelling content strategy, all your efforts would conveniently go down the drain if you did not uplift your social media presence.
Social media has turned out to be a promising virtual marketplace that lets you identify and locate your specific customer niche and plunge into the pool to establish a virtual one-on-one engagement. A business without a social media presence loses out flat on many competitive levels and so does a brand with a lousy social profile. Here are some interesting social media practices learned from world’s top brands that are completely rocking their social media game.
On-Point and Timely Customer Service
The instant and real-time networking capacity of social media has compelled many businesses to use it for establishing a direct interaction with the customer. This is also because social media has empowered the customers to voice their feedback openly to masses, influence their opinion or trigger a debate. Hence, timely customer service has become more of a compulsion than a choice for the brands. Check out how the Royal Dutch Airlines is cleverly utilizing its twitter handle for timely customer service and feedbacks.
Whether it is a query or a complaint, all one needs is to tweet it with @KLM tag and the company responds to it within minutes. The clever tactic is not just ‘customer-service-done-right’, but so much more. Hundreds and thousands of tweets per day, bearing the @KLM tag is also enhancing the reach and exposure of the airline on social media.
Storytelling method is a fresh trend and it is pleasing to note that many brands are opting for this approach to achieve their marketing objectives. The storytelling technique is a smart and more effective alternative to the informative promotions that primarily focuses on highlighting (and bragging, in the truest sense) about the product features. A brand story is a subtle approach to invoke and establish an emotional connectivity with the customer and is also a great method for an on-point brand positioning.
Dove might have adhered to the conventional approach of selling beauty and manipulating the customer by making them feel inferior to the stereotypic standards of beauty. However, the brand came up with a unique and groundbreaking campaign titled ‘Real Beauty’ that was aimed at celebrating the relativity and diversity of the idea of beauty and how everyone is their own version of beautiful.
The campaign was heavily punctuated with posts, endorsements, documentaries and commercials that were floated on social media as well as other marketing media. Social media made it convenient for the brand to assess and evaluate the success of the campaign, establish a direct interaction with the masses and engage them into the communication loop.
Brand Recognition and Customer Engagement
Sometimes, a non-salesy post brings more benefits than a post straight away shouting a CTA. Every status update does not essentially have to be a sales call. You can also use social media to increase brand recognition, and recall and make subtle reminders of your presence through thematic posts and festive campaigns.
For instance, while other brands were bombarding the newsfeeds with Christmas discounts and end-of-the-year sales, Calvin Klein, the fashion apparel giant came up with a thematic campaign to celebrate the season’s festivities. One special post per day, with a smart use of minimalist text and still and motion graphics, punctuated with strong celebrity presence caught the attention of the masses and eventually triggered demand.