3 thing to do (and how to do it) if you want to become a smart social enterprise. How a brand should behave on social media. Of Futura Pagano
The Italian way to social media often made up of slowness, lots of improvisation and loving lessons taken at the sound of atomic blunders or, as they say in jargon, epic fail. If you really want to get something in the new social order of the world, you have to prepare yourself, continually update yourself and follow three basic rules
by Futura Pagano *
Let's face it frankly, social media is no longer new. From the social TV to the second screen, up to Twitter as an official information agency, now dictate the rules of communication, whether digital, analogue or offline. Wherever you are, the word of the consumer / user, the holder of conversations and the undisputed creator of social networks, huge nodes between prospects and brands, generators of influence in consumption through the sharing of experiences. In Italy we are learning our way to get used to this new status quo. That is: slowly, improvising a lot and learning to the sound of atomic blunders or, as they say in jargon, epic fail. Many brands tend to be presentational: a sort of meanwhile I enter, then I morganize that spreads powerfully between abandoned pages, lack of dialogue with users and user journeys that lead to nothing but a cosmic void like the return of the investments of certain campaigns one shot. It is perhaps pretentious to know every platform and potential very well, to innovate and to change one's identity in the service of the new rules. In reality it is not a trivial process, but is found in the agenda of those who fight the crisis with innovation. Many call it digital transformation, and social media is just a piece of an extremely interesting puzzle that imposes good practices to become smart social enterprise. Here are three:
1) Building a community: which social network would be without a brand lover? The share of voice rate in the hands of your consumers, it's up to you to decide whether to amplify their strength by making them a homogeneous group and investing them in the role of brand ambassador. Such as? Take an example from Nutella, a pioneer in the use of social campaigns based on sharing the customer's (positive) experiences with the product. These days the Nutella campaign supports Italy: take a selfie selfie with Nutella and win, with an attached jar for sale with a personalized Italian pack. If you think it is too easy (after all, who doesn't love spreadable chocolate?) Then take a look at the numbers of My Starbucks Idea, a project with which Starbucks has been using ideas shared online for free and consciously by its customers for years to improve and innovate their own service and product.
2) Making lead generation: a very common mistake? Consider likes, fans and followers as the key metrics for the success or failure of your social media business. How many potential customers have converted into profitable actions, interacting with content posted on social media, instead, few if asked. And how many of these have become customers? If you don't know, the chain stopped much earlier, probably due to a lack of links between social media, website and customer care / marketing department. Creating a social chain seems to be very complex, but just start with the basics: ask for data in exchange for something. For something the social way we mean a prize, a value of blocked value or a benefit. With the Twitter lead generation card you can insert pre-filled forms within a sponsored tweet to register for an event, or to enjoy a particularly interesting offer or editorial content. At a low price you will have many potential contacts and data. From then on, turning them into customers makes the difference, but do you want to put the competitive advantage over shooting in the pile? Minimum cost, maximum yield.
3) Social customer relationship management: if on social media there are billions of people (of which 26 million on Facebook and 9.5 million on Twitter only in Italy), probably your customers are also in the group. And it seems that at least half of them expect a response and resolution from the brand directly online within 24 hours. Ergo: your client thinks that the time is ripe to use the potential of social media (speed of connection and reduction of degrees of separation) to improve a service, but you are ready to turn this into an opportunity Ready, in Italy, the they are few. In pole position of the 2013 Blogmeter ranking we see Tim, who transferred his call center on Twitter, first, and on a specialized app, after processing more than thirty thousand requests between Twitter and Facebook in a few months. And let's imagine solving many, otherwise the negative return would have been obvious.
*Futurap Futura Pagano, salentina amante della buona cucina, della rete e del pensiero laterale. Mi occupo di comunicazione e di social collaboration, aiutando le aziende a scoprire e a cogliere tutte le opportunit del digitale e del web 2.0. Sono consulente per agenzie di social media marketing, redattrice per testate di settore hi-tech, con un passato in Egorego, Coldiretti, Wunderman - network di agenzie internazionali specializzate in digital marketing. Oggi freelance, docente e project manager di una scuola di formazione sulle discipline del digitale.