Koan’s SM strategy consulting helps you use social media research inputs to develop a corporate social media strategy which integrates into your overall Marketing and communication strategy.
The world of e-communications has become increasingly complicated over the last decade. It’s obviously not enough to have a web presence in terms of a website or portal. How do you drive potential customers to the site? Enter the world of search engine optimizations, paid search, PPC (pay-per-click), targeted ad placement, podcasts etc. Then there’s viral marketing and online partnerships – affiliate marketing, link-building and co-branding.
How do you keep the customer engaged once he does reach your site? Here comes the role of great content and ideas that build communities. Great content needs to be simple and easily understood, controversial or note worthy, multi-dimensional, emotionally appealing and ideally wrapped in a story!
Then there’s the matter of the claim being trustworthy and believable – enter ‘earned media’ as opposed to ‘paid media’ and the role of online PR – blogs, feeds and communities.
All these fall in the purview of e-communications, social media and digital marketing. However, not every brand should blindly start doing all of these. It is important to understand which of these activities will have a high business impact. And more importantly, what are the objectives of the e-communication? Generating awareness? Positioning features, benefits and brand? Generating leads? Facilitating purchase? Offering customer support to ensure retention?
Last but not the least, do you know what your customer is looking for? What stage of the ‘buying process’ happens online for him/ her? What are the competitive offers and initiatives that compete for his mind space? In fact, this is where social media strategy thinking must begin – understanding the behavior of your brand’s consumer in the Web 2.0 world.
Koan Metrics believes that the process starts with listening. Social media research will give you insights into your customer’s behavior online, the buzz about your company, competition and market, your visibility viz. competition and your most promising digital marketing ‘outposts’. Based on that, Koan’s social media strategy consulting helps you use this understanding to develop and monitor a corporate social media strategy which integrates into your overall Marketing and communication strategy.
To learn more, write to shuja@koanmetrics.com.
