A Clear View: The Clearpoint Agency Blog

Social Marketing is About Making the Customer Feel Something

Posted on August 31, 2013

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A Recap of Social Fresh West 2013, San Diego, CA

Attending the Social Fresh West conference in San Diego last week confirmed for me that as much as the social and digital space focuses on technology, it takes a backseat to emotional connections. The conference featuring various au courant speakers, emphasized the need to get through all the noise, find the right place, the right time, to say the right thing in the right format AND make your customer FEEL something. At the heart of this media technology frenzy, are the hearts of people.

 

It’s all about great content.

Sarah Evans of @journchat fame said great content makes people want to share, care or swear. As far back as 2009, media scholar Henry Jenkins brilliantly noted: If it doesn’t spread, it’s dead.

Brian Solis, social space thought leader, made clear that businesses now compete for attention and relevance. Social is no longer a business tactic but rather a philosophy and lifestyle. Psychographics trump demographics. Solis introduced the concept of Generation-C (connected), defined by behavior, not age. Empowered by information, these individuals are demanding, sophisticated and vocal.

Closing out the celebration of Clearpoint Agency’s 10 year anniversary, the following are 10 take-aways from Social Fresh West 2013 that relate to great content, being relevant and creating an emotional connection in the social space.

 

  1. Know your customer. This requires knowing how and where they will engage with you based on their current behaviors and understanding their current relationship with your brand and with your other customers.
  2. Know yourself, your organization, your products and your goals. This requires knowing how you can improve your customer’s life; knowing how you can change the relationship between you and your customers, and amongst your customers; and finally clearly defining what you are trying to accomplish for your organization. In “Groundswell,” Li and Bernoff list what organizations can accomplish in social including listening which serves a researching function and support which can serve as customer support or help. Knowing your organization includes understanding your limits and capacity: can you be accountable? Intuit’s Global Head of Social, Adrian Parker, shared that in order to maintain a healthy relationship with your customer you need to be able to provide 3 positive experiences to your customer for any negative one.
  3. Manage the “Brand Divide”. This is Solis’ term for the gap between the brand promise and the customer experience. Sometimes what you do will make your customers feel anger or frustration. This will also be shared. It will take a lot more effort to right a wrong, rather than making the effort to keeping your customers happy in the first place.
  4. Content must be mobile optimized. Marketing Strategist and Consultant Tim Hayden shared that more than 70 percent of social activity occurs on mobile devices. Consuming and sharing content should be effortless with minimal clicking, tapping or delay! Solis suggests having content “born digital” where experiences and services align with Generation-C’s expectations, consistently across all devices.
  5. Master the #hashtag. Bryan Srabian, director of social media for the San Francisco Giants (who have the most Instagramed MLB stadium), advocates simple, consistent and easy-to-remember hashtags. Tim Hayden emphasized the importance of knowing popular, no-brand hashtags (e.g. #nofilter #instagood #fail), and capitalizing on trending hashtags as discussed in Ryan’s Clearpoint Agency blog post earlier.
  6. Visuals are the new headlines. The importance of visuals was emphasized by almost all the speakers. Generation-C’s notorious short attention spans, allow you only seconds to grab them: visuals are more engaging and sharing inducing. Sarah Evans introduced the term the “Pintristification & Instagramization” of content.  Ask yourself – is this image pin-worthy and sharable? Great content is generally great looking. She strongly recommends investing in great design when budget and bandwidth allows.
  7. Quality and quantity matter. Surprisingly, research has shown that more is more. Morton’s and Billboard tweet anywhere from 30 to 60 times a day. Dan Zarrella, author of “Science of Lead Generation,” shared that unsubscribe rates are higher for campaigns that email less frequently. Also, he explained that it is important to email on a customers’ schedule, not yours. Clickthroughs are highest with new subscribers. You need to be in constant contact with your consumers or you will be forgotten.
  8. Social trumps SEO. If it doesn’t spread, it’s dead. Sharing helps index content and contributes to the leveraging of organic search. Again, emphasizing that creating great, compelling, sharable content is essential. Also, when thinking about SEO, it is equally important to consider key phrases as well as keywords. Generation-C searches questions and phrases.
  9. B2Bs marketing should go mainstream. B2Bs can benefit from B2C best practices. In B2C scenarios, brands have suffered by ignoring the relationship building benefits of social and ignoring that they are dealing with people. In the B2B world, although in theory it is a business servicing another business, the transactions happen via people who are also consumers having social experiences. B2Bs should be thinking about great content and great visuals too.
  10. Repurpose and then repurpose again. LinkedIn’s Jason Miller, noted the importance of repurposing content. He identified B2Bs as having enormous potential to create valuable content through repurposing. B2Bs generally have tons of “pre-loved” content available. This content is prime material to be reimagined into blogs, slide presentations, infographics, webinars, videos and more!

 

Whether it’s pre-loved or fresh, in the end you have to find a way to make the love connections just to give your content a pulse. If it doesn’t spread, it’s dead.

This post was contributed by Erika Couric, Assistant Account Executive at Clearpoint Agency.

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