Experts say that we have today to influence our costumers in very different ways. Does anyone know exactly what a “consumer” is, today?
Besides differences between client (services) and consumer (products), these should be observed as those who experience the product or service and talk about it why others. Therefore, experience has to be the best to that word of mouth is as well as best possible. But… is there any change in this from the 1920’s to today?!
Only that web based services, social media and networks enable a single person who experienced a specific service or product to actually, “tell the world”. or at least, a very good part of his “world of influence” through Facebook, Twitter or any social network. Recommendations are very important, for the lack of time of people, immense available content, and untrustworthy traditional advertising. People are out there getting all available information on brands, products and services, that is why companies focus on getting closer to costumer without knowing, nevertheless how to do it right.
There are several steps to achieve better relationships, and although different types of industries have, of course, different approaches, there are similar features, whether we are talking about media or soaps: trust through reliability (high quality products, on-time, accurate, knowledgeable people), responsiveness (workforce planning, demand-driven delivery, co-development, predictive, bridging) relevance (accurate segmentation, delightful product, bundles, real-time offers, meaningful price) systems to listen to those who generate noise (what are costumers saying and what to you do about it); relevance is about of how you tell things to people (conversation); convenience (changes day by day; create relationships to anticipate their needs). This new approach is based on “uau”, they feedback people will have from a memorable experience, quite different from the “do it right/deliver what you promised” approach.
The new paradigm that in most cases media companies try to ignore is to be aware of how does social conversations impact consumer decisions, reason why it is fundamental to find, rank and monitoring who to follow in social conversations and integrate social conversations flows analysis for marketing, and content definitions. A few years ago, Howard Rheingold talked about the importance of virtual communities. Although there are fine examples of organizations portraying a management role in this sense, there should be more attention to those created, managed and brands by an organization (managed), external communities non-organizational (independent) and event those inside a specific organization (internal), since all include clients, collaborators, partners, other parties. In this communities, media have to dedicate attention to audience prioritization (influencers vs profitable costumers with relevance for the word of mouth).
Social is still understood to be an element of marketing communications. And it should be a communication approach that enables people to receive, share and create media content.
So, listen to, watch, and dissect social conversations to uncover trends and key influencers; engage, dialog to tell, respond and influence; amplify, through communities; solve, harvest and re-use community knowledge and connect people to solve problems; innovate, through crowd-sourcing communities; analyze, buzz, sentiments and decide impact. Last but not least, specially in media industry, do convert people into fans… But how?! Fans are media’s best part: they aren’t paid, but they get emotionally involved with media brand. They will promote it, defend it, allows small failures to the brand, making the brand as part of their identity, and is always available to give to the brand development and improvement. Why not use these fans to help in defining content?…
So, listen to people, make them be in love with you and measure all important things.
As for social networks, organizations should use them not merely as marketing platforms, but as relationship platforms. Audience digital footprint is a very useful toll for broadcasters to improve their established relationships with radio listeners. There no longer just one-way connection and interaction is today easy and inexpensive to carry out and build a direct relationship, using results to enrich available information for broadcasters.