Initial article Social Media Analytics for Direct Marketing written by Christopher Long.
Immediate response to the interest and habits of your customer? Yes, this is what your customer wants: real time response on what he needs at the time being.
Christopher Long states “Thanks to social media, marketers can gather a wealth of information about consumer opinions, influence and habits, insights that are actionable with the right analytics capabilities in place.”
Web 2.0 describes World Wide Web sites that emphasize user-generated content,usability, and interoperability. A Web 2.0 site may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to Web sites where people are limited to the passive viewing of content. Examples of Web 2.0 include social networking sites, blogs, wikis,folksonomies, video sharing sites, hosted services, Web applications, and mashups. (Term via wikipedia)
While keeping in mind this new era with Web 2.0 there is a need for new strategies and marketers are applying marketing tacticts to new social media channels. The problem though is that the marketing organizations do not really understand or even comprehend the way web-surfers interact with the brands online. An example of this misunderstanding is the McDonald’s case. The author describes in details: McDonalds wanted people to share fun stories they’ve associated with the brand through the promoted hashtag #McStories, but the crowds on Twitter quickly added #McFail to the conversation and shared unpleasant accounts about McDonalds.“Fail” cases like the one just mentioned is mostly a result of lack of experience.
Here are few key points from Christopher Long in order to understand few things:
– Understanding the author of content:
“Marketers need to understand which of these channels an author uses and what the channel says about them and their message.”
– Understanding the channel:
“Use social media to better understand your customers and use this information to enhance dialogues with them.”
– Marketing execution
“We can separate out the customers that use social media and then market to them directly armed with topics of interest and sentiment that applies to them, but also understand the indirect ramifications of their influence in social media. Finally, we can measure success and test these techniques and compare lift.”