Mar 04
Think of all the ways that companies use branding to build
awareness of themselves or to promote their social awareness and customer
service values. A few things come to mind such as greeters at the entrance of your my favorite store, go-green awareness issues,
charity drives that “give back” to the community for every purchase
made, TV screens playing music videos or news as you wait in line, and the list
goes on.
None of these things lead directly to conversions but they
do lead to higher company awareness and the good old fashioned fuzzy-feelings
we get when we know that that we are valued as a customer. Most times we are
probably not even be aware of these things on a conscious level. But the effect
shows as we have a tendency to patron these companies more frequently than the
other alternatives.
Branding
is a viable marketing strategy
Businesses worldwide invest millions of dollars in branding
campaigns each year. In fact, let’s put aside pure branding campaigns. If you
think about it, providing good customer service is branding too. The quality of
customer service a company provides (good or bad), causes an image of that
company to be branded into the consumers mind. Over time, a little here and a
little there builds up into a solid perception of that company. Whether they
like it or not they have established a recognizable brand by doing little more
than going about their business.
When it comes to realizing the benefits of branding, most
companies will tell you that it is valuable. But increases in sales can rarely
be traced back to a single customer service or branding event. But that doesn’t
negate the value or stop companies from investing their money into these types
of campaigns. The lack of trackable ROI on a per-sale level doesn’t make
branding (or good customer service) an unnecessary expense. In fact I don’t
think any consumer would argue against the necessity of excellent customer
service.
So what’s all this have to do with social media?
Social
media is
branding
Over time Target may see an increase in brand awareness and
overall sales due to their clever TV commercials that do little more than show
people dancing around a red target symbol, but I doubt they can trace any sales
increase to a single commercial spot. I’m sure Wal-Mart can’t track a single
purchase to the addition of the elderly employee standing at the entrance
greeting customers. But when we walk through those doors, we feel that Wal-Mart
cares just a little bit more about me, the customer. So goes social media.
When we engage in social media and online social networking,
we similarly don’t see any immediate, trackable results. But, like branding and
customer service, we don’t need to in order to understand that it’s valuable.
When companies engage in social media they can’t think of it as a traditional
marketing expense with a return on investment that can be shown on paper.
Results won’t be seen immediately and usually only after a very long period of
time, and you’ll not likely be able to pinpoint a single new sale or customer
on a particular branding campaign.
But social media is still important. It provides a way for
companies to get out there and get noticed. It’s an opportunity to go where the
consumers are and create a presence. Like a TV ad, you don’t have to wait for
consumers to find you, you go where they are. But instead of forcing yourself
on them while they are watching their favorite TV show, social media let’s you
actually hang out with them. You’re not the ad on the wall, you’re the guy
holding the drink telling stories that your audience finds fascinating.
Social
media is better than branding and
customer service
Because of the direct interaction social media affords the
client with their customers, it truly is better than any branding campaign,
including one-on-one customer service.
Customer service means that the target consumer has to become a customer
first (or at least be very close to becoming a customer) before you can make a
good impression.
Social media, however allows you to brand yourself long
before anyone becomes your customer. And it can often be the catalyst that
brings them over. And why wouldn’t they? You’ve already become a part of the
group. In fact, if you’ve done your social marketing right, you’ve already
become their friend. This is interactive branding at work.
So don’t be afraid to participate in social media just
because you don’t see the ROI. You’re not likely to, at least not immediately
and not in a way you can pinpoint one event causing another. But over time, you
can build your social reputation. This leads to credibility. And over time that
credibility and awareness will very likely lead to an increase in your customer
base.
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