In the early days of social media, things like likes, shares, retweets, and mentions were what every brand and business craved. Now though, we refer to those metrics as “vanity metrics.” They look pretty, but they don’t offer much substance.
What you’re after, as a brand or marketer today, is engagement. And the only way to get it is by creating real relationships with the real people populating social media. How do you do that?
On Tuesday, December 15, we’ll share our secrets to building social media relationships that are strong and fruitful beyond mere retweets, shares and likes in the webinar What Every Marketer Should Know about Social Audience Engagement: Using Social Data to Create Truly Customer-Centric Content, hosted by Marketing Land.
Here’s some of what we’ll discuss:
The biggest change marketers need to grasp is that consumers are the ones who rule social media. They decide what to talk about, what to share, and who to share it with. You want in on that? You need to listen well – and answer with something relevant.
What consumers expect now is individualized messaging, the kind that shows you really know them, and care about what they want and need. Your job is to get to know them well enough to offer that.
Bob Ciccone, head of Product Strategy and Product Management at NetBase, and Christopher Leet, Product Marketing Manager at NetBase, will talk about how to do that using our newest tool – Audience 3D™.
They’ll share the importance of using psychographics, behaviors and emotions, to understand what drives consumers on social. You need this information to join the social conversation and relate in an authentic, human way – because marketing “at” consumers no longer works.
Using smaller brushtrokes
What do we mean by “getting to know consumers?” We mean using A3D to discover what they’re into beyond your brand. This gives you new audience segments to target, and those individualized conversational touch points you need.
For example, Star Wars is a huge part of the social conversation right now – but if you think you know Star Wars fans, don’t rush to take that bet. At least, don’t if you assume they’re all cut from the same cloth. There are multiple segments worth exploring and Chris and Bob will talk about how to find – and engage – all of them.
They’ll also share case studies from brands like 7-Eleven – who used A3D to find smaller segments to target while promoting their app and loyalty program.
Doing this was extra important because the campaign was happening at the same time as their annual 7-Eleven Day campaign. How do you keep an app promo from getting lost amidst the buzz about free Slurpees?
You find distinctive segments of consumers likely to use the app, and connect with them through topics they love to post about (like coffee). Pinpointing smaller segments in real-time, with real human messaging is exactly how you break through the noise on social.
There’s a lot more Bob and Chris plan to share – including an A3D product demo, and more real-world examples of how major brands like Taco Bell and 7-Eleven, of course, have used A3D to drive their marketing strategies and content development.
Be sure to check out our webinar from Dec 15th What Every Marketer Should Know about Social Audience Engagement: Using Social Data to Create Truly Customer-Centric Content to learn how to leverage audience social behaviors to create stronger and highly specific content.
Want more information now? Reach out to find out how A3D can help you engage targeted social audiences in all dimensions.
Image from Sheila Sund