“A Facebook Like or a Twitter follower has no value to a brand until they are activated.” – Zuberance CEO, Rob Fuggetta
This quote was made during a recent panel discussion put on by Zuberance and Big Fuel. The panel was titled “How to Turn Word of Mouth Marketing into Sales,” and focused on utilizing a brand’s advocates as their best marketing tool.
Turning a customer into an advocate doesn’t always happen automatically, and as marketers, it is not our job to produce the great product or create the great service. Instead, what we are charged with, especially in the age of social media, is utilizing tools and platforms such as Facebook or Twitter to encourage this activity and help our client’s bottom lines.
So how do we encourage this behavior and turn more consumers into advocates?
This means that in social you can’t use the platforms as a sales channel only. In fact, one of the panelists even went as far as to say in his mind that a brand has to earn the right to talk about their product.
Instead, your content should be something that provides value to the consumer. Huggies traditional media focuses on the product’s value proposition, i.e. best absorption, most comfortable, etc., but in the social space their content is centered around being a resource to help moms with potty training. They focus on helping to solve this problem and develop a relationship with the consumer by being a resource on this issue.
To further the concept of thanking the advocate, you also have to make sure that they feel their feedback is important as well. By opening up the lines of communication through the social channels, you allow the consumer a feeling of importance, and if you take that even further and utilize that information, you provide them ownership. If you feel like you own something, you most likely will want to share it.
p class=”MsoNormal”>Building up a large number of likes or increasing your followers is a great accomplishment in the eyes of most brands, but being able to turn that community into an energized group of advocates is where the real value lies.
For more insights from the panel check out #NYBAS on Twitter.recommend this