If content is king, then conversion is queen
Social Networking sites continue to grow on a huge scale with Facebook recently announcing that they have now reached over 400 million worldwide users and Twitter soon to be reaching the benchmark of 50 million tweets per day. Facebook and Twitter also both boasted a triple-digit growth in 2009 with social networking now accounting for 11% of all time spent online.
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30% of large companies will extend their online community activities to include improving customer service, compared to only about 5% in 2010. Today efforts are centered in corporate marketing departments and geared toward brand management. Despite the hype surrounding social media as a customer service tool, is the lack of back-end technology in place to support customer service operations through online social channels. Social media provides the information companies can use to segment customer groups more finely than in the past, along with the tools to tailor products, services and communication campaigns to suit the needs and expectations of individual segments. This spells the end for standard responses and one-size-fits-all offerings. Customers increasingly demand to be treated as individuals and will give their business to suppliers that provide either unique experiences or superior value.
While opportunities for experimentation and collaboration abound, risk-averse cultures will benefit far less, as will firms that engage in lengthy and bureaucratic decision making or that have overly soloed organization structures. The newness of many of the social media technologies and the speed with which fresh ones are emerging will require a highly agile response from companies that interact with them.
While collaboration plays an integral part in the daily work lives of many oil and gas industry professionals, corporate endorsement of collaborative technologies is less than enthusiastic, with just over 10 percent of social media adoption being driven by the executive suite. The main concern behind this hesitancy is security nearly 40 percent of those surveyed were apprehensive about the ability to control or secure collaborative environments, even though nearly 75 percent already had security policies in place.
You should assure which you goal the appropriate websites to market your product to ensure that you'll be capable of reach a core set of folks who could well be more than willing to purchase your merchandise.
You'll want to have the ability to use this tool in the most helpful manner to get the results that you want. Should you take slightly care, you would be tapping right into a gold mine of likely clients.
A few other interesting data points from the study include:
- 12% of respondents check/use Facebook every couple of hours
- 62% of individuals over the age of 25 see electronic communications during a meeting, meal etc
- 23% of iPhone owners primarily get their morning news from Twitter and Facebook
Tactics don’t take into account the customer need. They typically center on “doing something viral” or “doing social” or “creating a community.” Good social strategy forces you to understand and realize that if you don’t solve a real customer need with your actions, you’re already forgotten.
