How brands focus on digital channels is forever evolving. Especially in social media where brands have grown from listening and joining conversations around their products to engaging their new audiences with content. Now that brands have determined the best ways to engage users, some are looking at the way social and digital channels lead to acquiring paying customers and contributing to their businesses bottom line.
In order to use social media to bridge the gap between social consumers and paying customers, there are three questions the brand needs to ask themselves:
ROI Focus:Do you want to drive direct commerce? Collect customer profile info for CRM?
Activation Points:Do you want to run a social only campaign or create cross channel opportunities?
Incentives:What do you have for the consumer who participates with your brand? Exclusive access? Prizes? Coupons?
Once you have answered those questions, your brand is ready to use social to acquire customers and create a way to use social and mobile as the bridge between advertising and commerce. Here is how some brands are doing it:
Run a sweepstakes or giveaway directly through social using Actiontags which allows for amplification, instant auto-response and data collection. Although many brands already run social sweepstakes, they are missing the value of consumer data of those who participate and the ability to respond to everyone, not just the winner. Creating a social specific CRM pool helps greatly with retargeting.
Consumer VIP Programs
Give access to your most engaged users while learning about the products they are interested in based on intent and conversions. By giving consumers an easy “yes” button from their mobile phone through social without landing pages or tedious sign up forms, more people will engage and ultimately purchase.
Place products in the hand of consumers who have shown interest or participated with the brand messaging. OREO launched a cross-channel product sampling campaign by featuring an Actiontag in a prime-time TV commercial. It offered customers first access to a new product flavor by adding the hashtag #SendMeOreo at the end of the TV spot. By activating a TV commercial within social media using an #actiontag, Oreo was able to bridge their traditional media with social while collecting data from users who already showed interest in their products.
Brands are beginning to think about the relationship between social and CRM and are testing ways to convert consumers within social and mobile. These brands have a hand up on creating intelligent and social consumer databases that can lead to direct revenue and a profitable lifetime value. CPG Companies like Mondelez are putting their media budgets in digital channels as they connect their engaged social media consumers with their growing CMS house-files. Adweek reports that “[Mondelez] a $35 Billion Company Will Spend 50% of Ad Dollars on Digital.”
Seeing successes from digital initiatives that lead to new customers (who are willing to give information in exchange for a product or service) allows brands to build databases of consumers who want to hear from them. By reaching consumers through their mobile devices within apps that they are most familiar, brands are realizing the value social media conversion can have on their business.