Description
Optimal utilization of social networking sites for brand building and research.
Optimal utilization of social networking sites for brand building and research
Marketing: Optimal utilization of social networking sites for brand building and research. Facebook, Orkut, Twitter, My Space, Linkedin have all become an integral part of our day to day life. From meeting new friends to family, from fun-and-games to education, from hobbies to information, these social networking sites are an ocean of unlimited entertainment, activities and opportunities. However, social networking sites aren’t merely a tool for socializing and entertainment. It is catching on very quickly among marketers in this fast changing world where new applications are being implemented on the internet almost everyday. Social networking can offer numerous benefits that could help you and your business. Some of the benefits that are present by using the networking sites optimally are:
?
Refined Search: only social networking sites offer internet users with a search directory that you can use to locate particular individuals or groups. You can search by categories like location, industry, interests and other unique preferences. This way, you do not waste your time and resources establishing connection with people you and your business have nothing in common with.
?
Affordable visibility: since most of these social networking sites are free, you should maximize them. Make sure that the profile you created will be interesting for the readers. Also, you should make it more personalized by adding interesting articles, images, videos and even reviews of your products.
?
Receptive Members: the concept of social networking sites lies on the premise that members have at least one thing in common. Because of this, it is not surprising that you
will receive messages from people you do not really know or likewise, you could be interested in establishing contact with some of the members who might interest you.
?
Built-in Group: starting a discussion is not difficult with social networking sites compared to growing one on your site. With the millions of visitors and members, you will have no problem with attracting participants. Discussion groups are also the best place to do some soft selling. You can accomplish this by lending your expertise on particular subjects.
?
Expand Network Easily: the key to establishing a successful online business is being visible to other people outside your network. The fact that you are connected to these people because of an existing connection with one of your contacts, make you more trustworthy.
Appropriate web marketing can create very loyal customers for your brand. Using social networking sites as your communication medium, an extensive reach to all your customers is acquired with inputs, feedbacks and innovations on your part to further improve your relationship with the existing as well as potential customers. Brand Building using Social Networking Sites: The term viral marketing is very apt in social networking because once a new trend or a video becomes popular on the web, it spreads across the whole online community like a “virus”. Brands are using web marketing, in social networking sites, very innovatively through events, quizzes, contests and other applications of the sorts to very smartly drive traffic to their websites and thereby improve their performance. Worldwide, the most popular social networking site is Facebook and it is competing with Google and other social networking sites to become the leader in web marketing. Other popular social networking sites such as Youtube, Orkut and Twitter are catching on very quickly, giving tough competition to the leaders such as FB and MySpace. Whenever a new video is posted on Youtube, it spreads rapidly through recommendations by friends and colleagues. Word of mouth is very important in traditional marketing as well as online marketing, particularly so because
rampant spamming has wreaked untold damage on the credibility of email marketing. Brands thus also try to attract the active participation of their customers through catchy headlines encouraging them to take part in online games, quizzes, contests, sales promotions, events, etc. The key here is networking. Networking usually involves a give and take relationship. You have to give something to your potential customer first and then you can expect a response or take back something from them. This requires a lot of effort as you have to stay visible on the web always without intruding into your customer’s privacy. You have to constantly upgrade your communication and keep in touch on a sustained basis. Social networking will play a much active role in the years to come and reduce the role of traditional marketing in building stronger. The attributes which allow you to build a stronger brand using the medium of social networking sites are: Promote your site or business for free - If you have a business or site you need to promote you can do it by creating a business profile on some of these networks. You can load images, your logo, etc. into your profile and it will be visible for your virtual friends and all the users who visit your profile. You can also put topics on groups related to your business and establish new contacts that can lead to sales, subscriptions or anything else. Meet new people - social networking sites are the perfect spot to meet new people online. With the help of advanced search tools you can find users who have the same interests you do and that can be the starting point of a great friendship and/or relationship. Many people meet online and then establish a relationship in real life - getting married, having children, etc. Overcome your timidity - Contacting with other people through the internet becomes easier for shy people. Shy people can overcome this, using social networking platforms to establish contacts. Later the interaction it´s easier because they have already talked and interacted online. Social networking websites play a pivotal role in building stronger brands. These sites provide a platform for online advertising through which a brand can be promoted like Advertisements, Social Media Integration and Advertising, Search Engine Optimization (SEO), Affiliate Marketing, Email Marketing and Open Source Strategy.
Social Networking Sites for Marketing Research: Social networking sites such as Facebook and MySpace have become the party lines of this young century as they are inviting and intriguing and a powerful communication tool. Social Networking sites like Facebook, MySpace, Linkedin, Orkut etc. are fast becoming the playground for researchers. Over 80% of market researchers in Europe and North America intend to increase their use of networking sites as a research channel. The most evident advantages of using social networking sites as a tool for research are: ? Access to Target Audiences Unrestricted by Geography: Availability of communities on networking sites depending upon the behavior, attitude and preferences of the consumer, it is very easy to identify the target group focused by the company for research which has no geographical boundary. ? Potential Customers: By understanding the behavior and attitude of various people involved in communities across the site, a pool of potential customers can be identified. ? ? ? Real Time Results: The most important factor is the reduction of time in conducting the researches and immediate availability of results. Time and Money Savings: Without little investment of time and money, online research through sites is an advantage for companies. Convenient for Consumers: Consumers who want to actively participate and give a feedback for improved services and quality can take their own time to provide their inputs. ? Pre-screened panels: Most large research suppliers have access panels which provide an easily accessible, reliable respondent base which can respond promptly to online questionnaires ? ? Rapid turnaround: Research can be undertaken and results received within a few days. Many research suppliers now offer same-day delivery of results More Relaxed Environment
o Higher Quality: Given the respondents will be utilizing their free time to access surveys, their responses would be of the highest quality with good suggestions from the respondents. o Honest and Reasoned Responses: Moreover, given the environment in which the respondents are present, they wouldn’t hesitate in giving honest responses, which would be beneficial to the research as it would provide invaluable insights and ideas. Potentially, the most valuable use of online research using networking sites is in conjunction with a more traditional form of market research, whether it be quantitative or qualitative. Alternatively, a business can conduct a broad-brush online research, and follow up the outcome with more targeted, personal interviews. The result of evolution of online research using social sites is clear – market research is now accessible to most businesses and provides them with yet another route for seeking the opinions of their customers. Thus, social networking allows unrestricted possibilities and its role has evolved more than a medium where old friends meet and new relationships are created. Today, online businesses consider these sites as the best resources of new ideas as well as potential buyers. Understanding the needs of the customer, behavioral patterns, invaluable suggestions, understanding customer perspectives and also, advertising about the brand to the existing and potential customers can all be successfully carried out by utilizing the medium of social networking.
doc_446917968.docx
Optimal utilization of social networking sites for brand building and research.
Optimal utilization of social networking sites for brand building and research
Marketing: Optimal utilization of social networking sites for brand building and research. Facebook, Orkut, Twitter, My Space, Linkedin have all become an integral part of our day to day life. From meeting new friends to family, from fun-and-games to education, from hobbies to information, these social networking sites are an ocean of unlimited entertainment, activities and opportunities. However, social networking sites aren’t merely a tool for socializing and entertainment. It is catching on very quickly among marketers in this fast changing world where new applications are being implemented on the internet almost everyday. Social networking can offer numerous benefits that could help you and your business. Some of the benefits that are present by using the networking sites optimally are:
?
Refined Search: only social networking sites offer internet users with a search directory that you can use to locate particular individuals or groups. You can search by categories like location, industry, interests and other unique preferences. This way, you do not waste your time and resources establishing connection with people you and your business have nothing in common with.
?
Affordable visibility: since most of these social networking sites are free, you should maximize them. Make sure that the profile you created will be interesting for the readers. Also, you should make it more personalized by adding interesting articles, images, videos and even reviews of your products.
?
Receptive Members: the concept of social networking sites lies on the premise that members have at least one thing in common. Because of this, it is not surprising that you
will receive messages from people you do not really know or likewise, you could be interested in establishing contact with some of the members who might interest you.
?
Built-in Group: starting a discussion is not difficult with social networking sites compared to growing one on your site. With the millions of visitors and members, you will have no problem with attracting participants. Discussion groups are also the best place to do some soft selling. You can accomplish this by lending your expertise on particular subjects.
?
Expand Network Easily: the key to establishing a successful online business is being visible to other people outside your network. The fact that you are connected to these people because of an existing connection with one of your contacts, make you more trustworthy.
Appropriate web marketing can create very loyal customers for your brand. Using social networking sites as your communication medium, an extensive reach to all your customers is acquired with inputs, feedbacks and innovations on your part to further improve your relationship with the existing as well as potential customers. Brand Building using Social Networking Sites: The term viral marketing is very apt in social networking because once a new trend or a video becomes popular on the web, it spreads across the whole online community like a “virus”. Brands are using web marketing, in social networking sites, very innovatively through events, quizzes, contests and other applications of the sorts to very smartly drive traffic to their websites and thereby improve their performance. Worldwide, the most popular social networking site is Facebook and it is competing with Google and other social networking sites to become the leader in web marketing. Other popular social networking sites such as Youtube, Orkut and Twitter are catching on very quickly, giving tough competition to the leaders such as FB and MySpace. Whenever a new video is posted on Youtube, it spreads rapidly through recommendations by friends and colleagues. Word of mouth is very important in traditional marketing as well as online marketing, particularly so because
rampant spamming has wreaked untold damage on the credibility of email marketing. Brands thus also try to attract the active participation of their customers through catchy headlines encouraging them to take part in online games, quizzes, contests, sales promotions, events, etc. The key here is networking. Networking usually involves a give and take relationship. You have to give something to your potential customer first and then you can expect a response or take back something from them. This requires a lot of effort as you have to stay visible on the web always without intruding into your customer’s privacy. You have to constantly upgrade your communication and keep in touch on a sustained basis. Social networking will play a much active role in the years to come and reduce the role of traditional marketing in building stronger. The attributes which allow you to build a stronger brand using the medium of social networking sites are: Promote your site or business for free - If you have a business or site you need to promote you can do it by creating a business profile on some of these networks. You can load images, your logo, etc. into your profile and it will be visible for your virtual friends and all the users who visit your profile. You can also put topics on groups related to your business and establish new contacts that can lead to sales, subscriptions or anything else. Meet new people - social networking sites are the perfect spot to meet new people online. With the help of advanced search tools you can find users who have the same interests you do and that can be the starting point of a great friendship and/or relationship. Many people meet online and then establish a relationship in real life - getting married, having children, etc. Overcome your timidity - Contacting with other people through the internet becomes easier for shy people. Shy people can overcome this, using social networking platforms to establish contacts. Later the interaction it´s easier because they have already talked and interacted online. Social networking websites play a pivotal role in building stronger brands. These sites provide a platform for online advertising through which a brand can be promoted like Advertisements, Social Media Integration and Advertising, Search Engine Optimization (SEO), Affiliate Marketing, Email Marketing and Open Source Strategy.
Social Networking Sites for Marketing Research: Social networking sites such as Facebook and MySpace have become the party lines of this young century as they are inviting and intriguing and a powerful communication tool. Social Networking sites like Facebook, MySpace, Linkedin, Orkut etc. are fast becoming the playground for researchers. Over 80% of market researchers in Europe and North America intend to increase their use of networking sites as a research channel. The most evident advantages of using social networking sites as a tool for research are: ? Access to Target Audiences Unrestricted by Geography: Availability of communities on networking sites depending upon the behavior, attitude and preferences of the consumer, it is very easy to identify the target group focused by the company for research which has no geographical boundary. ? Potential Customers: By understanding the behavior and attitude of various people involved in communities across the site, a pool of potential customers can be identified. ? ? ? Real Time Results: The most important factor is the reduction of time in conducting the researches and immediate availability of results. Time and Money Savings: Without little investment of time and money, online research through sites is an advantage for companies. Convenient for Consumers: Consumers who want to actively participate and give a feedback for improved services and quality can take their own time to provide their inputs. ? Pre-screened panels: Most large research suppliers have access panels which provide an easily accessible, reliable respondent base which can respond promptly to online questionnaires ? ? Rapid turnaround: Research can be undertaken and results received within a few days. Many research suppliers now offer same-day delivery of results More Relaxed Environment
o Higher Quality: Given the respondents will be utilizing their free time to access surveys, their responses would be of the highest quality with good suggestions from the respondents. o Honest and Reasoned Responses: Moreover, given the environment in which the respondents are present, they wouldn’t hesitate in giving honest responses, which would be beneficial to the research as it would provide invaluable insights and ideas. Potentially, the most valuable use of online research using networking sites is in conjunction with a more traditional form of market research, whether it be quantitative or qualitative. Alternatively, a business can conduct a broad-brush online research, and follow up the outcome with more targeted, personal interviews. The result of evolution of online research using social sites is clear – market research is now accessible to most businesses and provides them with yet another route for seeking the opinions of their customers. Thus, social networking allows unrestricted possibilities and its role has evolved more than a medium where old friends meet and new relationships are created. Today, online businesses consider these sites as the best resources of new ideas as well as potential buyers. Understanding the needs of the customer, behavioral patterns, invaluable suggestions, understanding customer perspectives and also, advertising about the brand to the existing and potential customers can all be successfully carried out by utilizing the medium of social networking.
doc_446917968.docx