Posts Tagged ‘Engage’

Brian Solis webinar with Radian6 | Top 10 takeaways

April 4, 2010

Fresh off his appearance at the 2010 SXSW, Brian Solis (@BrianSolis) did a seminar recently sponsored by Radian6 on Social Media and to chat about his new book Engage. Great discussion and great Q&A. Here is a short top 10 takeaways and my thoughts to ponder as to why it’s relevant for brands:

  1. Think beyond “Social Media”. We’re starting a new era in society and how we communicate with one another.
    Companies and channels come and go but the trend towards integration, collaboration and openness will only accelerate.

  2. Social Media engagement affects every step of the purchase experience; from discovery to usage. Brands need to map out this customer journey and identify how can they deliver relevant content and experiences through each touch point.

  3. Myth: “Social Media is Free (and easy)”. It’s certainly not, but it can be extremely cost efficient if brands can harness the potential of great content, great customer service and great brand/product experiences. As for the easy part, brands need to make a commitment to develop their social media capabilities to at least working level (listen to conversations and act upon them). 

  4. Most credible source of information is other consumers (38%), closely followed by brands themselves (37%). Journalists, Marketers and other brands lag far behind. Source: eMarketer.

  5. Customer Engagement starts with LISTENING (and Research in a broader sense). Conversations among consumers, positive and negative are happening whether brands acknowledge them or not.

  6. The sentiment on conversations for all brands ranges from positive to neutral to negative. It’s the marketer’s role to change this sentiment from neutral to positive (easier) and from negative to at least neutral. How? Define a conversation flow: Identify and engage with tools suitable for such task. Some are free, others like Attentio and Radian6 are worth exploring and investing in them.

  7. Social Media is closer to Experiential Marketing than to Traditional Marketing. Empathy and attention are crucial. Customers know and expect to be listened to.

  8. Engagement can’t be done randomly. Brands need to strategize participation and engagement. 

  9. Brands need to go beyond SEO (still paramount) to SMO, Social Media Optimization. Brands need to ensure their content is findable and shareable. Keywords, titles, descriptions, tags and a planned syndication will separate your brand from the rest.

  10. Most importantly, brands need to become more human. Customers interact with the people representing the brand. As Brian puts it: Become the person you want to inspire.

The last point is perhaps the most important. Brands today can’t afford to be aloof and distant; give your brand a human voice, be authentic, honest and open — and start engaging!

Photo credit: briansolis.com