Relationships – sort of a throw around term in social media. Social media is about building relationships and getting to know people especially before you sell them but as a product or even a service how do you really build that relationship? Reward? Fan us on Facebook or friend us on Twitter and get a coupon? That is building a fan base and possibly brand loyalty but not a relationship. As a product and service, you strive to be top of mind, provide superior customer service and a product/service that overall leaves the consumer with a positive experience.
Relationships differ from person to person on what they consider a relationship. Social media has bridged the gap and allowed marketers to learn a bit how people view relationships with people and brands. Interpersonal relationships between 2 people on a social media platform have become easier to “listen” to and ultimately engage with but what about a brand? Do people really want to build a relationship with their deodorant or vegetables? Does the brand build the relationship or the merchant selling the brand? Or both?
The goal of any brand is to be top of mind when the consumer is ready to buy. Brands engaging in social media are able to see how consumers are interacting with their product and be reactive but what about being proactive? How do you talk to potential customers without being noise or rejected?
Social Media Relationships
1. Big Brand. Big brands are generally well known and do have a better chance of being fanned, followed, talked about, etc. But what about when they reach out to consumers to try and build relationships in social media? Are they accepted? There are a few factors to consider with big brands as it relates directly to purchasing.
a. Brick and mortar setting. Being prominently displayed, having a perceived value over competitors and at a price point that is acceptable increases sales.
b. Social Media. In social media, being top of mind when they are ready to buy increases sales. The difference here is that the price point is not as big of a factor as there are not other choices right next to your brand. You have an opportunity to humanize the brand and be available to answer questions, provide real time responses and an exposure to the online community that is already familiar with your brand.
2. Merchant. As the merchant that is selling the brands you are carrying multiple brands and many choices for consumers. Your focus is on the stocking of the shelves but also the consumer experience once they enter your store. If you are carrying one brand that is highly favorable to consumers and not another one but acceptable alternatives consumers will continue to frequent your store. Pricing and convenience is a big factor but if you are not carrying the brands that consumers want, they will go elsewhere.
3. Small Business. As a small business competing with the big brands used to be nearly impossible. Social media is changing that. Small businesses are probably the biggest beneficiaries of social media. You are no longer the little guy with the small advertising and marketing budget. The playing field has leveled out as social media is about who best is able to be top of mind and engage customers in a manner they find acceptable. There are not 5 or 6 different departments trying to determine who will be the voice of the brand. There is 1 and that 1 done correctly can emerge as the leader. Big brands are at a disadvantage here as people may leave or not represent the company in the way that the company desires, where with the small business this is removed.
The question still remains on how does a brand build a relationship with consumers? Interacting with consumers in a manner that is acceptable not as easy as asking for feedback. ”Thank you for trying our deodorant – did it protect you or did you stink” or “How did you like our vegetables – did they digest properly?” This not to say that they should avoid social media but their engagement differs. They could cross promote where if a certain merchant has a special one week and another the week after, a coupon, focus on the ingredients they use as opposed to another, the texture, etc.
As you think about how best to engage your target and be top of mind, remember relationships with brands do not necessarily need to be long engagements. Keeping the conversation going is almost impossible as they are only ready to think about you are talk about or with you when they need you.
Thoughts? Do brands have to have long engagements to be successful or are the short term being top of mind when needed a better strategy?
photo credit: DerrickT