This seem to be a simple question, but many customer, even director or marketing manager can’t answer it. The more people talk social media, the more business fail in deploying social media campaign. The failure is foretold but the business didn’t understand the way that their enterprise attend Social Media. There’s a nature progress of maturity as bellow model
1. Expose: Create product and brand awareness.
This is initial step and also core foundation for any business to come to market. During the period, what you need to consider is content strategy. What do you hope to achieve with the content (audio, video and text) that you are producing for your own web properties?
“Traffic” is a nebulous goal, and often not directly tied to the things you really need to achieve (i.e., getting paid), so a content strategy that attacks specific goals is more likely to meet with success. The specific goals help your website collect “potential customers” who actually take care your product. Every action related to branding such as logo, slogan, user experience, etc.. have to spin around the goals, that bring outstanding for your website.
2. Engage: Use targeted conversation with customers and prospects to drive ongoing dialog and make relevant offer.
It’s the way you listen to requirement as well as complain of target customer to propose suitable justification. However, a lot of businesses think a little of the problem. Some enterprises provide customer with what they have, not what customer need. Others realize the need of listening but don’t know how to perform it effectively. It’s time to use “social technology” like facebook, myspace, email feedback, survey…
3. Entertain: Use news and humor to deepen the relationship and distinguish your brand.
Collecting customer is a difficult task, but maintaining them beside yours is absolutely big challenge. The task not only provide customer with the good product, but also show the respect and care to them. News, humor, gift… are the simple way to drive them to remember product as well as to impress on culture of enterprise.
4. Educate: Help customer and prospects understand products, how to they work, how to buy them and how to get support:
When you keep customers by different ways, it’s time to gain revenue. Clearly, customers come to enterprise by numerous ways, they are not likely to understand deeply about products. Please bring simple and comfortable feeling to customer. By providing customer with simple guide, whole-hearted care, enterprise not only satisfy customer but also obtain feedback from them to improve their own products. That creates a cycle from product – customer – product.
There appear a lot of classical example use the model to pursuit success with social media.
For instance, J.C. Penney offers its Facebook fans—now over half a million strong—unique deals and discounts, clearly leveraging the social media channel to Engage a younger demographic of apparel customers. Earlier this year the retailer leaked its Oscar ads on Facebook before the show aired, mixing a little Entertain with a lot of Expose.
Indeed, many on-line retailers remind shoppers about shipping rates and return policies on their websites and through their blogs. But web strategistJeremiah Owyang wrote this week about how Levi uses social media to Educate shoppers to “like” a product and to tell their friends about it.
Del Monte has leveraged the power of social networking with its “I Love My Dog” community, in which dog lovers can interact with the company and with each other. Del Monte gets 40 percent of its revenues through pet products (Snausages, anyone?). Who knew?
Over time your company’s social media strategy can incorporate each of the 4 Es, but there is usually a single prevailing need that will likely justify the initial effort, and provide the foundational platform and skill sets for subsequent social media activities. The key is to avoid making social media a “research project” or, as a Chief Marketing Officer pronounced it recently, “an intellectual exercise with no tangible benefits.” In a word, Ouch!