Social Realities, Social Casualties
Our attention and transactional DNA has evolved. Our personal engagements have morphed. We keep a glowing mobile device at our sides 24 hours a day shuttling across the globe and back in mere nano-seconds. Ever-changing product and app-life cycles have caused positive disruption, global opportunities, competitive danger and of course, vast unyielding confusion.
We in business are orientated by facts not emotions, while consumers in so many social settings are orientated by emotions not always by the facts. Confusion prevails, opportunity abounds, social strategies influence brand determination, brand infatuation, brand admiration.
We know there is always opportunity in confusion and disruption, but first we find opportunity in reconciliation: Ability to command the fast paced social networking world we troll through. As I said three years ago, we know that “the very best opportunities in business lie in danger. Welcome to the danger of missing the opportunity of social networking.”
The gambit of competition through social change, through social networking is already here: is already working hard for social centric brands.
Opportunity itself is why we conduct brand discourse indispensable to maintaining constant and frequent social connections amongst our most important consumers. All for the purpose of more substantial brand communion in the future; for the purpose of ensuring competitive advantage through a precision toolbox of smart social marketing.
Savvy social network actualizing is designed to ensure your brand reaches and engages with your very best, most relevant consumers to gain highly valuable brand relationships, brand communion, brand affinity, product feedback, brand sense: more brand cents than your competition. To be very clear, all B2C and B2-ME opportunities will be advantaged through social networking with:
A. More relevant and consumer-centric understanding of your target audience needs, preferences, interests and loyalties.
B. A second by second, global and local understanding of the strengths and weaknesses of your brand, products, price points and juxtaposed competitive business value allowing for fast course corrections and or stepping up the opportunity fuel.
C. Faster, more efficient consumer service, guidance, support and feedback.
D. Consistency and frequency with core evangelizing consumers, with your competitors customers designed to build interest, preference, life time value; profitable advantage.
E. Asking and receiving critical feedback, recommendations and guidance to accelerate your brand and corresponding product affinity, equity and profit.
E. A formidable social army of loyal brand fans who will reward you back with their voices, their engagements, their networking, their pocketbooks.
F. A CRM and SCRM data-lake dashboard for your most enthused and self-identified brand fans: watch for your next “relevant to me” communication, product and or engagement.
G. Setting up a social networking “war room” in your building. The room should contain up to 10 monitor displays each fixated and tuned to your most important and volume based social initiatives i.e. a Twitter display, a Facebook display, a YouTube display, a display for your own web site, a retail and or distributor site display (with fast bookmarks), etc.
Fighting for a consumers' short and long term attention, interest and conviction is not a solitary art form, especially in the world of social networking. There is competition behind you, in front of you, around you and even hidden from you as your brand marches into the future of your expected more than fair share of opportunities. The following social marketing realities call for brave re-focus to energize, engage and promulgate your entire company to ensure your brand growth, brand security: