Facebook and Twitter create brand engagement- What is your integration strategy?

Posted on September 27, 2010

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Facebook has 500 million users and growing (at a rate of about 100 million new users every 6 months or so). Why then are so few companies putting in the resources to engage with their customers through Facebook (or Twitter, for that matter)?

Brands live for customer engagement and Social media is the fastest growing marketing area we have seen in some time (like when TV started catching on!). And mobile is the fastest adoption rate of any new technology in over 20 years, with 25% of Facebook users entering the site through mobile.

This begs the question- How is your company integrating Facebook or Twitter through your current marketing efforts, including mobile?

The first thing to look at is how your company currently treats Social media as a marketing tool. For example, are you integrating a rich UX by using FBML (Facebook markup Language) for your Facebook site.

Take a look at the Facebook sites for  McDonalds, Best Buy, Disney, Heinz, Harley Davidson and Red Bull. Whether a product brand or a retail brand, all of these sites have something in common- they all have rich users engagement sites- that don’t look like standard Facebook sites.

These are sites that have value to their customers and make it easy to click the ‘like’ button and get their site up on the walls of thousands of loyal customers and gain impressions from all of those customers social network.

It is equally as easy to integrate the Facebook link in your mobile campaigns. Check out the Rubber Ducky Derby mobile landing pages recently launched in California for a charity.

Text Ducky2 to 90210 and click the link that is sent to you. The Facebook button is featured prominently on the landing page and the click through page. This allows those people that are emotionally linked to this charity to pass on the info easily to their own network. Free advertising and rock solid testamonials, every marketers dream.

After polling more than 1,500 people, the survey by interactive marketing company ExactTarget found that about 40 percent of people are using these two social networks to supplement their news and information about brands and deals. The report showed that consumers are interacting with brands in a savvy “layered” approach that includes “likes,” follows, and permission-based e-mail marketing.

“Consumers don’t silo their engagement with brands to a single channel, instead they tend to ‘layer’ marketing channels on top of one another to meet their different objectives,” said Morgan Stewart, principal, ExactTarget’s research and education group. “The things that motivate consumers to go online initially dictate where and how they choose to engage with brands – whether that be email, Facebook or Twitter.”

Additionally, the survey uncovered some interesting data on the consumers themselves:

  • More than 90 percent of consumers that are a fan of, or “like,” at least one brand on Facebook also receive at least one permission-based marketing email per day.
  • More than 75 percent of consumers that follow at least one brand on Twitter subscribe to at least one brand’s email marketing.
  • Nearly half of consumers who engage with brands via Twitter do so silently, regularly reading tweets even though they do not have their own Twitter account.
  • 45 percent of mothers with children living in the home identify themselves as ‘Deal Seekers’ and on average are a fan of 10 brands on Facebook, follow 10 companies on Twitter and receive 14 permission-based marketing emails daily.
  • 33 percent of consumers identify themselves as Info Seekers, influenced most heavily by product reviews and other forms of user-generated content.
  • While 28 percent of consumers under the age of 25 identify themselves as “social butterflies” and fan the most brands on Facebook, they are more likely to buy from companies that send them permission-based email.

The point here is simple, social media creates brand engagement and mobile is the fastest growing interface to reach those users. How could you not be incorporating rich interfaces and content for your customers leveraging social media today.

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Posted in: Social Sites