Let's say, you're looking for a wedding location and you want to find a spot that suits your personality and budget. Instead of searching on Google you decide to ask your friends on Facebook for suggestions. Within a few minutes your friends provide heaps of recommendations and links to locations for you to check out- no searching necessary!
This is the basic principle of social media marketing (SMM). It's the ability for any individual to create a network of friends and peers. Each person's network is entirely unique to them and they share information that supports their lifestyle. Shared information can be about anything important or relevant.
The way brands interact with consumers within social media is by inviting them into a dialogue."Social media tools don't get interesting until the technology gets boring. It's not the day a tool launches that it changes the world; the social effects occur when everybody starts taking the technology for granted."
- Clay Shirky, writer, consultant and teacher on the social and economic effects of Internet technologies.
Here's another example...
Coke wants to talk to consumers about a new program that encourages people to recycle empty Coke cans -instead of creating a commercial they create a special game on their Facebook fan page that teaches people about how the recycling program works. By playing the game consumers can earn points that they can redeem for Coke products. Additionally, consumers are able to ask questions by posting comments.
The result is that the company is able to educate consumers without interrupting them. Because the dialogue is permission based (and entertaining) people opt-in rather than tune-out an advertisement. Traditional advertising is a one-sided lecture that does not involve any Q&A. Social media allows companies to develop relationships with their customers. This is important for staying relevant and being approachable.
When a consumer understands more about the brand they are more likely to recommend products and services. Being able to speak knowledgably makes all of us feel empowered and capable of informed decisions. Understanding a company is comprised of people who are like-minded is important to consumers who are fed-up with faceless organisations.
iQuantum adds the most value by taking out the guess work. Our services range from group training sessions to custom strategies developed specifically for your brand.
But hey -don't just take our word for it, ind out what some of our clients have to say.
iQuantum produces original articles about online marketing in Australia every month. We'll also send you a free eBook just for joining our mailing list.
Subcribe now to have online marketing news sent directly to your inbox