Are We in a Relationship? Getting Past the 1st Date with Social Media
Social media may be the first date; but it is how you build the relationship after that is the key to turning LIKES into CUSTOMERS, and Customers into Loyal BRAND AMBASSADORS.
Building Loyal Customers out of your Social Media. Some Helpful Dating Tips:
1. Spend time and resources on Key Social Media channels.
Don’t spread yourself too thin with your social media efforts. Pick the right platforms where your target customers are living, then be attentive to them.
Travel related brands as an example, may have more success using Instagram in engaging users to contribute to the conversation, where Twitter might be the key to unlocking the fan love for hotels who want to know that the “brand is listening.”
I was certainly intrigued when @HyattTweets whisked me away to the Toronto Hyatt on Valentines Day last year – just for posting it on Twitter that I wished it so!
@HyattTweets…you had me at Hello.
2. Clearly communicate unique attributes in your Social Media activity.
More narrow and clearly defined posts cut through over a wide range of different content. Short, snackable posts are typically far more engaging for users.
Images and videos are key. The first date is not long enough to clearly identify why you are the right fit together, and it is certainly not the right time to start smothering your customer. You want to be sure you look the part on the first date, the rest will follow.
Images show the personality of your brand, and videos show your fun or serious side. I would or course suggest that you always bring a little “fun” back into the relationship – no matter how long you have been dating.
You want to make it feel like you are always on the first date with your customer.
3. Leverage Native Content. Make your customer feel special.
Engaging your users within each social network, and really leveraging the Native content that the community is driving, will show your customer that you are interested in them. Consumers today want to feel like they are actively participating with their favourite brands. They want to know that they are being heard and appreciated.
Tourism Australia invites their audience to “Contribute to the Conversation” right on their website home page. There is a “Social Hub” of images from Facebook and Instagram integrated right on the homepage.
I think Australia.com might be “in a relationship” now with this kangaroo – or at least the photographer who posted it to Instagram. This brings me to my next point.
3. Collect & share compelling content from other contributors. Sharing content from like-minded Social Media communities, as well as your target consumers, is a great way to reach additional audiences, and show that you are part of the “collective” social media conversation.
This also shows your customer that you are taking it cool. You will definitely not be the jealous type.
When your customer leans in for that first kiss, make sure that you don’t miss the lips!
4. Use #Hashtag’s to tag content and cross-pollinate your messages.
On Twitter, and on other Social Media channels such as Facebook, Youtube and Pinterest #hashtagswork. Hashtags tie together marketing campaigns, events, promotions – or even bring together your overall Social Media brand presence.
Saks Fifth Avenue is doing a great job of wooing their customers with #SaksStyle – a hashtag campaign encouraging their fans to tag them using the unique Hashtag on Twitter, Instagram or Tumbler to become a “Style Icon” – and to be featured on their website and shared across their other social media assets.
5. You don’t own your Customer on Social Media.
Social media on any social media platform from Pinterest to Youtube should be used as a means to interact with your customer, build the relationship and brand loyalty, and hopefully at some point to encourage a transaction. If no transaction then what is the point?
Although now is not the time to pull out the ring, you definitely want to show your customer that you are committed.
Integrating your Social Media assets with your website, and having a full digital media strategy is key to closing the loop, and keeping your customer interested beyond the 2nd date.
Your overall digital media strategy should include multiple indications that all signs lead back home – to the website.
6. Integrate your Social Media communities with your Website.
Once you make it past the first date, don’t play hard to get.
It is not as simple as adding Social Media share icons to your website, or asking your customers to “follow you” on Facebook. If you want a long lasting relationship with your customer – you are going to have to commit.
There are simple widgets you can add to your website that allow customers to see snippets of your Social Media activity on Facebook, Twitter and Instagram – or add share widgets that ask your fans to RT (re-tweet) or share your messages on Social Media platforms like LinkedIn.
There are also advanced Social Media integration platforms like HASHTAGIO (featured in Social Media Examiner) that allow brands to incorporate Social content from all their Social Media communities directly to a “Social Hub” on their websites.
A solution like Hashtagio.com allows brands to fully integrate their Social Media communities in real time – and encourages the loyal customer to commit to the brand – beyond social media.
Once we have worked so hard to impress, we don’t really want to send our date home without offering them a ride. She might end up getting distracted by our competitor on Instagram!
As with all Relationships, it’s Complicated.
The good news is that it doesn’t have to be. Some tips to keep you and your customer on the same page:
- Build the Strategy for Social Media.
- Create good content, on the right Social Media channels.
- Authentically engage with your fans, and understand what they want to hear from you.
- Measure your engagement and reach with your loyal brand ambassadors.
- Most importantly MEASURE the traffic back to your website or the sales resulting in social media marketing activity.
Relationships take work!
Understand what your fans and followers want, and you might as well buy the wedding ring!
A loyal brand ambassador will be your customer for life, and they will share their love for your brand from this day forward.
Successful marketers are using social media channels to listen and interact with their customers first. Then, once the trust has been built, customers are happy to also do their part in keeping the relationship strong.
Like any good relationship, the first date is only the beginning…
ABOUT: Alicia Whalen is a Digital + Social Media Marketing Professional who has spent over a decade helping professionals understand how to embrace digital and social media in all facets of business. An avid tweeter and lover of travel, technology and the Ah-Ha moments.
Connect with Alicia on Twitter, LinkedIn or at www.ideahatching.com