8/7/2019 Whitepaper 5 Essential Tips to Optimize Your Social Media Marketing Campaigns

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Socialmediahasturbochargedthewayswemarket.Butalongwith

 programs.

September2010

Ideastomarketby

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8/7/2019 Whitepaper 5 Essential Tips to Optimize Your Social Media Marketing Campaigns

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Socialmediahastakenbusinessbystormthewayanysuccessfulnewideausuallydoes.Originallyasetoftoolsthathelpmanageone’ssociallife,socialmediahavepenetratedthebusinessworldwithgreatspeedand,unfortunately,mixedresults.Partofthisunevensuccessistobeexpectedwheneveramarketlifethat’seasyandpeopleseemtonaturallygravitatetothemostpopularobvious.

circumstanceschangeandthereasonspeopleuseoneoranotherproductamounttomorethanpreference.Likeanytoolcategory,socialmediahave

someareorientedtowardoutboundmessagingwhileothersarefocusedongatheringcustomerinput.Whileindividualscaneasilydecidethattheymay

inboundandoutboundmediatouseinacoordinatedprogramthatenablesseveralideasthatnearlyeverybusinesscanusetomakeitssocialmedia

Knowthecustomer

TheWisdomofCrowds(2004)byJamesSurowieckiandCrowdSourcing(2008)economics.

Thesebooksshow,amongotherthings,thatagroupofknowledgeablebutwhatwillsellandhowbesttosellit.Youneedonlylooktothepopular

audience.

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down.

crowdtogotheirway.Withoutthiscontrolit’stooeasyforacrowdtoprovide

do,butyou’llalsowantawaytosortthemout.

youwanttodiscoversomethingyoudidn’tknowbefore,butit’snotnecessaryshippedabadbatch,youdon’tneedelaboratelystructureddatatoseea

Inboundandoutboundsocialmediacategoryislesseasilydescribedbutvitallyimportant.

Thoughnottheearliestproductsinthecategory,outboundsocialmediadrovelisten,orread,whatwe’redoing,wherewe’regoing,what’sonsale,what’sin,

socialmedia.Butoverrelianceonoutboundsocialmediacanhavethe

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istorelyongatheringcustomerinputwhichcaninformproductdevelopment

andexecuteprogramsthatgenerateleads,whicharecountedasthenumber

verysuccessfulwaytouseinboundsocialmediaisforcapturingcustomertounderstandcustomerbiases,unmetneedsandwants.Thisispurecrowd

sourcinganditcanleadtotheinsightsthatcompaniesneedfordesigningcustomers.

Outboundsocialmediaiscomplementarytothebeginningandendofthis

socialmediaappropriatelyoutshinestheeasierresultsbyalongshot.Thosewhocanmakesmallinvestmentswillachievegreatthings.

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thatarewideofthemarkandmissedrevenuetargetsifthedatageneratedbythesesitesisusedforstrategicpurposes.

yourtargetdemographiccangivethewilliestothepeoplesigningthechecks

Recentresearchfromavarietyofsourcesillustrateshowseriousthechallenge

AnotherstudybyPingdom.com(withasmallsample)showedasmall

Sincesomuchofcrowdsourcingandcrowdwisdomdependsonindependence

moresocialcreaturesthanmen.Atleastmorewomenfrequentthepagesofpopularsocialsites.That’snotuniversallytrue,thereareplaceswhereguyswomen.

andthat’sironiconatleastonelevel.Thetechnologythatwassupposed

demographics.

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customerdemographics.

thegroupsandsocialsitesproliferateinyouroutboundprogramsitbecomes

Avoidingblacklash

intodevelopingcontentfortheiraccountsdailyandhowfrustratedtheownerswere.

ofsuccesscanbeboileddowntooperatorerror.Almosttwoyearsagoauthorbecalledcustomers.Ourbestfriendsmightinteractwithusthroughsocialmediabuttheyalsoemail,pickupthephoneoreatanddrinkwithus.

blastandweallknowhowwellthatworks.

incorporatesboththeoutboundmessagingthatweloveaswellaswaysthatanditisseekinginputthatweseemtohavetroublewith.

thebaseyoumarketto,thenumberofimpressionsandsimilarthings.Weproductsandmessagingwedon’tseethesamevalue.

therecipientiscompelledtoactandthatdoesn’thappenifyou’respendinga

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Conclusions

representsomeofthebestknownbrandsintheworld.

makekeepingtabsonthesocialgraphachallenge.Butnewtechnologiesengagingcontent.

toolset.

Page 7BeagleResearchGroup,LLC