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In my blog post last week I highlighted how we organisations increasingly need to be interacting in a dialogue with our customers and supporters. Twitter and social networks are ideal for achieving this, breaking down the walls between you and your audience.
From monologue to dialogue
In essence, marketing in social networks should be seen as an extension of this customer service, but not in the traditional sense of ‘push’ marketing. Now more than ever marketing needs to create a dialogue with the audience you are trying to connect with - and not just for when we are on twitter and social networks.
Is it because our customers and supporters feel more empowered to be part of the dialogue on social networks that this has become the mantra on these channels? Because it is easier; quicker; more open; more transparent and less formal than all other channels, you are almost laid bare to your supporters. Customers can see how you are interacting with others (or not as the case may be) and this helps shape their image of your brand and their expectations also.
From dialogue to trialogue
(One-to-one communications to many-to-many communications)
How many times have you sent out an email, asking for feedback, but have got none?
Look to engage with your audience on social networks and empower them with the tools to spread your message, or better still get them involved at the outset of your campaign or service development. It won’t happen overnight, but search for and connect with your brand ambassadors - the advocates that are already spreading the word about you. Treat them as an extension of your internal family and involve them from the onset.
Your customers are connected to each other
Do you segment your customers? Tailor different messages and offers to each of them? Well now they are connected. They are talking to each other and mostly not involving you. On social networks, everybody is a communicator and distributor of information, and your organisation is just one part of this network.
Look to be a facilitator of this network. Listen, monitor and respond. Don’t worry about losing control of the message and for negative feedback. It is how you respond that is the important thing. This is customer service marketing on social networks and it is important that we participate.
Your customers have access to other information
During the recent Haiti appeal, I got an email and a direct mail piece from ActionAidUk who I donate to regularly. But I also got a plethora of updates from other charities I follow on twitter, asking me to donate or to spread their fundraising messages. My awareness of what other charities are doing has never been greater and as a result ActionAidUk may not be the sole recipient of my donation for future appeals like this. Now more than ever, your supporters can switch to other charities that help the same beneficiaries or other brands that provide the same product. How are you going to be different and provide extra value or create that emotional connection we all strive for in our marketing messages?
Your customers ‘pull’ information
When we have a need to be met, we open up Google and search – receiving hundreds of results, with your tweets included in this. Your tweets are now being indexed by Google, so all comments (positive and negative) about your organisation could be propelled to the front page of searched results – word of mouth marketing money just can’t buy. You just need to work hard to ensure these comments are positive. As the CMO of Ford has recently said:“You can’t just say it. You have to get people to say it to each other”
Today there are so many other sources and channels of information that our messages are competing with. As consumers, are we getting harder to engage with and as a result harder to satisfy? How can your organisation and charity be heard and seen above the noise?
Be different - stand out. Be personable; be responsive and engage in a true dialogue with your supporters. This is where twitter and social networks really come into their own. We shouldn’t be looking for the ROI from being on twitter or even use it as a direct response medium. It is the return on engagement we should be striving for, getting closer to our customers and supporters. This is what will separate you out from the rest ensuring your messages cut through the clutter.
What do you think?
ps join me on twitter at http://twitter.com/ClaireRollo
Related blog posts
Twitter and social media - Marketing or customer service?
Discover how earning trust and building your reputation is the new 'online' currency.
How can we measure Return on Investment’ (ROI) on our participation in social media?
Is participating in social media of value to organisations?
How to get the most out of online communities and social networks