Most marketers still don’t get it – they still treat social media as they do traditional marketing channels like direct mail or email. They don’t need to “do social,” they need to “get social”. That simply means make your business social just as you are social in your personal life. Aren’t you in direct touch with your friends? Well you should be in direct touch with your customers and partners as well. Find out regularly what they are saying, what they want, what they need, what they like. And if you have something of value to offer them, reach out to them directly with a 1:1 message, not a mass ad sound bite. Be personal. Be exclusive. Inform them about the fact that you know what they want and you have it for them.
According to “Social Technographics of Business Buyers” from Forrester Research, 91% of business buyers read blogs, watch user generated video, and participate in other social media. “If you’re a B2B marketer and you’re not using social technologies in your marketing, it means you’re late,” says Josh Bernoff, Forrester.
More than 86% of online US adults and 79% of European online adults engage with social media, whereas In BRIC countries some 93% of online users use social tools (Forrester Research). Most importantly, more than 36% of U.S. consumers post reviews of products or services. That’s huge. Imagine the possibilities and impact on the ROI of your marketing, if you could collect this data.
- You can identify your “fans” and “deepen” your relationship with them.
- You can spot those who are unhappy with your competitors’ brands/products/services and “woo” them away.
- You can analyze their buying behavior.
What more do you need?
All you really need to do is “listen, engage, woo, and hoojook” in real-time. You have the tools to do it! Be a hoojooker! Collect this data and act on it! Make this your new year’s resolution..