Branded Social Media

Given the tangled web of branded social media channels and usage, it’s not surprising that only a fraction of CMOs list social media as a top capability they need for the future.  But, smart CMOs and business owners must understand that social media’s role goes beyond tactical initiatives and requires a comprehensive strategy to connect with passionate customers.  Forrester Research has developed a step-by-step approach to help senior management teams make a considered jump into social media in a way that sets expectations and metrics accordingly.

Step 1:  Take Off the Reach and Frequency Blinders

Repeat this mantra as often as you need:  “Branded social media is not about reach and frequency.”  Too often C-levels expect scale from social media only to be disappointed by a small number of participants.  But truly effective social media:

• Focuses on the end of the marketing funnel… not the front
• Gives brand advocates the tools to evangelize
• Gives brand enthusiasts reasons to get more involved

Step 2:  Map Who Uses Social Technologies, When and Where

Given social media’s smaller target, the POST (People, Objectives, Strategies, Technologies) Methodology remains key components to any C-level leader who wants to create successful social media.  Combining these tools with a detailed channel plan enhances the likelihood of success by:

• Examining the overall social savviness of your target
• Creating objectives up front
• Prioritizing channels by those objectives

Step 3:  Link Initiatives to Measure Success for Your Brand

In an era of shrinking budgets and short-term focus, leaders need to show results in all channels quickly.  To begin to understand the true impact of social media on the company’s brand, senior management should:

• Create social media programs that incent but do not require opting in
• Use analytics to size your brand advocacy potential
• Tie loyalty programs to social initiatives

So… recommendations?  Build your social media strategy to meet the needs of your target audience.  Given the complexity of who uses branded social media, when they use it, and how, it’s clear that a “one-size-fits-all” approach won’t generate the engagement or loyalty that CMOs are looking for.  Intelligent social media strategists will:

• Prioritize channels that generate interest and influence across a broad user base.  Online videos and reviews are the most universally accepted and influential channels and are therefore likely to have the strongest short-term ROI.  Marketers should promote these channels through search and email and provide users ways to link to and share videos and reviews on their peer sites as well.
• Tailor more niche channels to the needs of your brand advocates.  Channels like blogs and discussion forums shine as a place to reinforce loyalty and engage and involve best customers.  Use these vehicles as well as private communities for market research and innovation to tap the customers who love you.
• Pay attention to gender and demographics.  Consider the makeup of your target:  women will much more likely rate or review a product or participate in a discussion forum than download a podcast.  Plan your channels with this gender imbalance in mind.