When it comes to social media, many companies are scared or simply copy the stuff designed for traditional medias. Please, don’t! To build a strong brand, it is essential to create a genuine relationship with your customers and/or partners. And to do so, use the proper communications tools for each channel. Can you imagine to promote a product in Chinese in an English speaking country? No, of course. Here are some easy tips to follow.
1. You don’t have the resources to manage your own ‘onliners’ team? Don’t worry, there is a plenty of amazing guys that can help you. For example, Lipton promoted its sparkling ice tea thanks to a well known youtuber:
The result is a not too expensive video and have created a small buzz online. But the main strength of this approach is that the brand identity can be customize. If in a store Lipton’s products are linked with your granny kitchen, here – online – they look much more younger and funnier, which is the aim for a sparkling tea can. If you have different market shares, don’t hesitate to adapt your strategy using social media.
2. You can’t afford to manage your customers’ negative reactions online? Of course, social media can be ‘dangerous’. As in real life and even faster, customers can spread a bad opinion about your company. But the trick is that you have the same advantage to rebuild your image! For example, when a man criticize on Facebook your advertising for a menstrual pad:
Well done, isn’t it? Of course, not every CEO is ready to be involved… But, turning the weakness of being on Facebook into a strength is certainly a very good idea to show to your customers how much you care about their reactions. In that specific case, showing that you are funny enough to be realistic about your own products and their advertising is a perfect solution to create a kind of complicity with the customer.
3. You can’t or don’t want to plan a complex online strategy? Social media are even more created for you! For example, Sephora created a really strong trend on Pinterest. People can share products’ pictures on their boards directly from the brand’s website. Nothing complex, just pictures to advertise. This ‘simple’ approach created a large community – some hundred thousands followers – which is an important provider for the online shop traffic.
If you’re looking to show a broader image of your company or products, visual contents, as displayed on Pinerest, are an easy solution to do so. It can even lead to completely rethink your business, as for GoPro getting media.
So don’t be scared by social media, simple solutions exist for your first steps online and don’t forget to keep it cool and fun. If you need some advices, don’t hesitate and get in touch with your favorite penguin!