There are thousands and millions of users active on social media the question is how to engage with them. A brand can wait for the audience to start a conversation with it after publishing great content but there are other methods that can be deployed to proactively initiate customer conversations on social. In Asia-Pacific there are 969 million active users in social.
Initiate conversations by
Leave a comment: Find out where your audience participates on the social media communities and get started by leaving valuable comments.
Twitter Chat: Participate in organized chat that is relevant to the business. Or organize such chats on Twitter and get involved.
Answer Questions: Set up a social media listening program based on keywords, hashtags, geography, and more. Help customers by answering their questions that are relevant to your business or category.
Pose a question: Make it easy for people to comment on your content by posing questions that require varying levels of thoughtfulness.
Learn and optimize: If the tactics to spur sociability aren’t successful, try different methods, be persistent, and continue to optimize your efforts.
According to ‘2012 Insurance Voice of Customer Survey’ report, customers preferred online media to compare policies and services, gathering information and comparing price/rate more often than physical networks. Here is the list of activities insurance customers would prefer to do with social and physical networks.
Note: Question asked was “Based on your past experience when purchasing life (and non-life) insurance, which of the following two, a physical network (agents/brokers/ banks) or online network (internet/Mobile), is more effective at providing the following benefits”.Source: 2012 Insurance Voice of the Customer Survey, Capgemini, 2012
Before making a buying decision, buyers are interested to know what the existing consumers have to say about the brands and the products. This interaction between existing customers and potential buyers has added a new dimension to how marketers interact with their target audience. Social listening is a powerful research tool for generating actionable insights, because of its proximity and global audience coverage.
Tracking the number of likes on Facebook, followers on Twitter, views and subscribers on YouTube will not indicate what our customers like or dislikes about the product or will not signal their purchasing behavior. An active listening program is required to interpret customer voices, allowing brands to engage when conversations take a negative tone. Global brands like Dell, Cisco, Starbucks, and Coca-Cola leveraged social media to get closer to both employee and customer. Forrester Research estimates that companies will spend $1.6 billion on social by 2014 to track brand health, helping to ascertaining the tone of what is being said about the brand, how much interest is being generated about the company and products and how such conversation is influencing potential customers.
With 75% of U.S households participating in social media, it’s time for us to start listening with right set of listening tools partnered with human-enabled filtering and processing.
Social media is all about listening to what audience has to say about you, analysing the data driving social media business intelligence using all these insights to know our customers better and improve our business stategy. There are a bunch of social media tools available out there, choose the right tool that suits your needs best. More important while selecting a tool one should know what you are trying to meassure and why.
That being said, let’s take a look at some of the best free monitoring tools:
1) Hootsuite: This is a great tool that allows you to save time when it comes to managing your social media accounts: Twitter, Facebook, LinkedIn, WordPress, Foursquare and Google+
2) TweetReach: TweetReach is the right tool for your business if you’re interested in monitoring how far your tweets travel, as TweetReach measures the actual impact and implications of social media discussions.
3) SocialMention: This tool allows you to listen for your brand, company, product, service, competitors or industry keyword mentions across social media channels. Data is pulled from dozens of social media services to give you the most real-time information.
4) Kred/Klout: Kred and Klout are two scoring services that review your social media activity, engagement, influence, authority, etc. and provide you with a score that tells you how you rank compared to others on social media.
5) Twitalyzer: Measure your impact, engagement, and influence on Twitter with this tool.
6) Peerindex: It helps brand identify the biggest key influencers in their social networks without the extensive manual labor that usually goes into the process.
This is not a comprehensive list of tools you can find many such free tools as well.
Share what tools you would use and for what purpose. Will be happy to hear from you all as well!
Sending out messages during day seems to be the best option for brands to reach their audience.