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Social Media Tips For Small Business

October 28, 2014 by jim mcccann Leave a Comment

Learning and implementing a social media marketing campaign can seem like a daunting task, so picking up any social media tips from reputable websites, forums and peer groups can definitely help you on your journey.

Many  small business owners are desperately trying to catch up and capitalise on this business platform while trying to juggle sales, finance, accounts, email, customers, etc. So unless you have stacks of cash and can employ social media guru to do it for you, then you really need to become your own social media expert.

The Following Are A Few Social Media Tips Consider When Setting Up A Campaign.

Break It Up And Keep It Social

Social media is about engagement and having and interaction, not promoting. Try to aim to be the person at the party that, shows interest in others, listens attentively, asks good questions, can hold an audiences attention with interesting and relevant content, oh and you need to be an authentic and just generally an all round likeable person. Ask question get interaction with your audience, such as Victoria Secrets doesn’t splash a two for one sale on their status feeds constantly, sure they show up and coming promotions and sales but they mix it up by asking questions instead. For example they might ask for interaction by asking what your favorite colored slip is or which was the most comfortable Victoria Secrets bra you’ve ever worn. (Obviously targeting the female audience). The visitor is encouraged to interact and is more likely to keep coming back

Don’t Come Across Desperate

“Like us on Facebook” and “Follow us on Twitter” are everywhere. I find it kind of desperate how the social media culture tells customers to “Like” and “Follow” them. Surely, if your marketing was interesting and engaging it would be a given that they would “follow” or “like” you anyway? Remember to think what’s in it for them and then work from a place of power not need.

Be Accessible

Make it simple and easy for your audience to stay in touch with you. Social plug ins such as “Share this”, ” Add this” or “Digg-Digg” are all easy to install on your site and show up as many of the social networking sites that you load up and make it quick and easy for your fans to share your content with their friends on any network. Then there are Facebook Business or “Fan Pages” that give the visitor a chance to “like” your page. This gives you the opportunity to market to them by way of updates to keep the conversation going.

In summary these tips are designed to be just that, a bit of “food for thought”, to bear in mind when you are setting up your social media marketing campaigns. My other recommendation is to think about enlisting the help of a mentor. There are reputable companies available online that you can team up with that are affordable for smaller businesses and have the social media systems, training and support available so you don’t have to do it on your own. Why not have your own supply of social media tips and strategies on hand 24/7 when you need them.

Filed Under: social media Tagged With: Advice, business, Media, Shooting, Small, Social, Straight, Tips

10 Tips for How to Be a Social Media Superstar

April 29, 2014 by jim mcccann 10 Comments

This short video has 10 helpful social media tips for businesses looking to use these tools as part of their marketing efforts.
Video Rating: 5 / 5

Filed Under: social media Tagged With: Businesses, Marketing, Media, rating, Social, Superstar, Tips, Tools, Video.

Latest Social Media Benefits News

January 16, 2014 by jim mcccann Leave a Comment

Dumfries and Galloway police see social media benefits
Police Scotland’s operational commander for Dumfries and Galloway has said social media is playing an increasingly important role in their work. Supt Mike Leslie said it assisted in getting information out to communities as quickly as possible. He …
Read more on BBC News

 

Get Some Added Marketing Benefits from These Social Media Sites
While it’s true that these are popular and powerful tools that can help you raise your profile, there are some lesser known social media sites out there that can make a valuable addition to your social media presence. If you’d like to explore new ways …
Read more on Promotion World (press release)

 

Filed Under: social media Tagged With: Benefits, Latest, Media, media sites, nbsp, News, Sites, Social, social media

Social Media Tips – Expand The Voice Of Your Business

January 15, 2014 by jim mcccann 5 Comments

The world of social media is ever changing and is very fast paced. To use the social sites available for your business here are some social media tips for you to get you started. Keep reading as there’s some great stuff for you if you’re starting out

1. Firstly you need to be yourself on social media. Just because you are a business doesn’t mean you have to be corporate. In fact, on aocial sites  people are looking to connect with people. They want to know who is behind the business and not be faced with some faceless corporate entity.

2. Here’s one of the most important tips of all. Listen to your customers. They’re making the effort to be on social media. They’re looking at your stuff, they’re obviously interested and social sites like Facebook, LinkedIn, YouTube and Twitter are fantastic sites for you to find out what they’re saying. Look at their posts, read their comments, and above all else take action on what you learn. They can be your biggest advocates so treat them like real people and listen to them.

3. Social media is a long term game so you need to be patient. It takes time to build a brand, but because of the reach of social media, once you’ve got your name out there, it’s very hard to hold back the floodgates! (If you do it properly). Give helpful tips about your niche, interact with people and that will go a long way to building and establishing your brand.

4. You need to make the most of every opportunity to get your name out on social media. There are many different social media platforms and if you’re serious about building your business using social media, then try to structure your posts to the various platforms. One of the most important tips is to have a schedule of what you’re going to post and stick to that schedule. That way you’ve got a plan of what you’re going to say, it prevents you going off on tangents, and will build a better brand for you in the long term.

5. We said above that social and online media is forever changing and that means you need to be flexible. Websites change all the time, Facebook is forever changing and new players are constantly coming into the market, so you need to be nimble enough to allow for these changes. Post great content and you can’t go wrong.

6. Collaborating with others is key to your success. Don’t think of your competition as competition. Think of ways that you can work together to spread both brands. Social media makes companies very transparent and if you’re a small business collaborating with other similar businesses is a great way to get your name visible and noticed.

7. The last of our tips is to be humble about your achievements. You need to let people know what you’re doing as you can be sure your competition is doing exactly that (but read point six above!). But you don’t need to blow your trumpet from the rooftops. Just be subtle and quietly let people know about what you’re doing and if you treat people with respect, and show them your successes you will find your social media marketing to be much more effective.

These seven tips give you an overview about how you should treat your social interactions. You use social and online media to keep your business and brand ahead of the curve and to give yourself high visibility. Use these easy ideas to turn marketing strategies into a successful brand.

Greg Scott is the co-author of Living a laptop Lifestyle

Also check out these awesome FREE videos that show you how to generate endless leads, attract traffic, use social media, create multiple streams of income and much more.

Article Source:
http://EzineArticles.com/?expert=Greg_J_Scott

22 Brilliant Social Media Marketing Tips

http://www.maturesocialmedia.com There are 22 Brilliant Social Media Marketing Tips we use on our campaigns that you can use to gain brand awareness and trus…

Filed Under: social media Tagged With: business, Expand, long term, Media, media marketing, online media, Social, social media, social sites, Tips, Voice

Social Media Marketing And Its Efficiency

September 28, 2012 by emcom Leave a Comment

Social media marketing is a term that is used to refer to the process of gaining web traffic through the numerous social networks available. This is a program that is concerned with the creation of impressive contents with the aim of attracting a large number of readers who then share them with others. In most occasions, the information is usually obtained from third parties and not the individual companies involved.

Social media is an intermediary that is accessible to many people who have internet access. and is one of the least expensive markets on the planet.

The use of mobile devices  has further enhanced this program. Most of these devices are installed with networking capabilities and hence people are able to get notifications of practically every event on their public networks through their phones. Due to this, the market of people being informed of the product in question is doubled.

This easy access “always connected” community allows companies and entrepreneurs to engage and remind their customers of their services. 

There are even incidences when this program has been used for political campaigns. Many candidates use this strategy to reach a wide range of supporters to which they can promote their policies and development plans. This simple strategy has really worked for such people by reaching more people to increase followers. Candidates have also received proposals and strategies from different people through these networks.

Companies have also used blogging platforms to their individual social media repertoire. Many people can gain access to such blogs each day and hence increasing the chances of creating awareness for a certain new product in the markets. The blogs are ideal for the creation of a longer and extensive description of a product to potential customers. In addition to that, customer testimonials can be included onto blogs and this adds to their advantage.

Social media marketing done through communal networks equips advertisers with crucial information about what their customers like and what they do not. This platform is also ideal in providing companies and entrepreneurs with a target audience. This is because people are always readily available in these sites and hence companies do not have to go looking for the targeted market. These networks also have people from all walks of life hence increasing the chances of meeting the right customers who are interested in a certain product being marketed.

Filed Under: social media Tagged With: Efficiency, Marketing, Media, Social

What Powers The Social Media Strategy Of Your Business?

September 28, 2012 by emcom Leave a Comment

You may need professional assistance to improve the market performance of your business. But after a certain period of time, the use of professional help becomes a mere formality. This is because the efficiency of the marketing professional will give you improved market performance in the beginning. However, the market response slowly changes with the passage of time. Remember, practices being used in social media are constantly being upgraded and innovated upon. And if you have not been able to integrate the latest trends in these practices, you can be assured of a down-pull in the performance of your business.

The onus is on your marketing experts to seek out and use the best practices to make every strategy a success. For example, take the singular case of digital media marketing – one of the best channels in business promotion. The number of modifications that have come up in the field of online media marketing are worthy of taking a note. You may have a great strategy working for your business, however, if the latest practices are not used, then you will be unable to realize your specific marketing goals. Here, is a quick look at steps that will help you complete every social media strategy with highly encouraging results.

Content Re-purposing:

The content published across your digital media accounts needs to be interesting, useful, and informative. Since it is not always possible to find a wide variety of content in every field, many small businesses end up re-posting the same content across their social media profiles. When it comes to repeating any form of content, you need to ensure that the post does not ring as a repetition of old content. Re-purpose your posts for different segments of your target audience. This is, in fact, a great way of using old content to arouse renewed market response.

Increased Communication:

The best way to impress your target audience is to use increased communication across the social media platforms that your business uses. Remember, it will not be possible to achieve the specific goals of your social media strategy in the absence of highly engaging interaction with consumers and web viewers. And yes, it is never enough to give a neutral reply or a comment when a query is posed. Instead, go for the use of advanced communication wherein active link sharing is used to help readers understand your point better.

Filed Under: social media Tagged With: business, Media, Powers, Social, Strategy

Threats Of Social Networking

July 24, 2012 by emcom Leave a Comment

Threats Of Social Networking

 

The social network has actually been around since the beginning of man. S ince we are all such deeply social creatures, we all seem to have a primal need to know what everyone else is up to.  Busy bodies, we are, really.

With the internet taking over a huge part of our communication and our business relationships, it goes without saying that our need for news of any kind would evolve into a whole new networking method. Since man is at heart a raving gossip hound, businesses of all sorts can take advantage of this quality.  Using our own need for information, small business owners can strategically market through the new found fame of social networks online to gain new website traffic, new followers, more shoppers, more subscribers, etc etc.

There are very few secrets in the world anymore.  This is mostly due to the fact that social networking has opened up a world where almost every thought goes onto the Web for all “friends” to see.  This phenomenon has caused families to be split, marriages to be dissolved and children to experience their parents’ unfiltered thoughts on a daily basis.  Has putting our thoughts out for all to read on a daily, sometimes hourly, basis caused more problems for our society as a whole, or has it opened up a world of free speech and opinion for all?  Danish philosopher Soren Kierkegaard once said, “People demand freedom of speech as a compensation for the freedom of thought, which they seldom use.” Has his thought come to life in the online society we have created?

Is social networking bringing people closer, or pushing our society even deeper into our self-made solitary confinement? These questions are being taken very seriously by many different groups of people.  Online bullying has become an overwhelming problem with teens and young adults, as well as in the workplace.  Without the right security measures, everything that people put out in these public domains is subject to being scrutinized and looked at by anyone in the world.  Studies are being done on the effects of the amount of time that teens and young adults spend in this online universe versus the time they spend actually having peer contact. Is this way of interacting with others a constructive, healthy activity or is it just one more way to seclude oneself and hide behind the screen of a computer? All these risks aside, what is it that society is teaching the youth of the world? Is it a constructive networking tool for businesses and professionals?  Or is it a time consuming risk factor for their future? Used in the correct ways, social networking can be a great asset to the general public.

However, employers are banning sights from office networks due to the decrease in productivity, co-workers are getting in raging arguments over things “posted,” and husbands and wives are stalking their spouses due to suspected infidelity.So, is social networking in fact a benefit to global society or the devil in disguise?  Researchers continue to do studies and draw conclusions, but, like the old saying goes, “Everything is good in moderation.” 

Using these methods as the sole social outlet is not only damaging to social skills and interaction, but can cause more problems and stress on the body and mind if used in excess. Beware what is put out for all to see.  Once it is put in the viral world, it is there to stay.

 

Filed Under: social media Tagged With: 'Threats', Networking, Social

The Social Network and Blog Overload Madness

May 1, 2012 by emcom Leave a Comment

The Social Network and Blog Overload Madness

The social networks and blog overload craziness

No doubt you already belong to one of the social network sites. You will probably have received some sort of e-mail from a friend or someone telling you to join one right away because it is the inthing in marketing. Some savvy webmasters are also jumping on the bandwagon and starting new social networks and it can be rather disconcerting to be told to join a new one almost every day by some well meaning friend because they promise you it is going to be the next best thing. The every same people tell you that as a marketing tactic social networking is going to be huge and you believe them.

Social network and blogging overload is coming.

You will discover that almost all these social network sites have a blog that you can keep up as well. The majority of people only have enough time to efficiently manage two or maybe three social networking sites. This is even truer if they all have blogs that should be kept updated to some sort of regularity. From a marketing point of view, if you have any experience in internet marketing then you will know that the only real advantage a blog has as a marketing tool is when you keep it updated with fresh content all the time. If you are trying to manage 4 or 5 of these blogs or social network sites it is going to become more of a chore than a pleasure which is what these social network sites were originally all about.

The fine line between being a social networking site and a marketing tool.

Already the well known social network sites are starting to restrict the amount of promotion and linking you can do on your blog or website. This is sensible otherwise a social network site will become no more than a classified advertising site and which was not the original plan. The most effective way of marketing your business is certainly through networking on social network sites but if you have joined one to tell your life story or for fun to share your thoughts with the World Wide Web, then you may want to be choosy to find one that is right for you. Otherwise your opinions will be lost amongst a bunch of adverts.

Social network blogs

As previously mentioned the majority of social network sites have blogs where you can add occasional but more preferable regular posts. These blogs may be monetized in such a way that 50% of the takings go to the webmaster/owner. I have noticed that this type of social network site is one of the better ones for personal pages because you will see that terms and conditions allow minimal promotion of websites. One such example is hub-pages and Squidoo. For people that prefer getting their business into the market place then blogs like Blogger from Google or a self hosted blog  are more sensible options.

Advertising your business with social networks.

You can definitely get good exposure from social network sites and there are even paid options of increasing this advertising exposure. Problem is that many other members may be looking at doing the same and once again your marketing may not be as efficient as you would have liked for the investment. At the end of the day it would be better to leave advertising and marketing to the classifieds sites and search engines rather than what is happening with social network sites that are not really as social as what they are labeled. When you want to read something interesting and social no doubt you are going to hate having a ton of ads in your face. Rather look for top advertising packages on the internet or make use of a PPc site like Google.

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Filed Under: social media Tagged With: Blog, Madness, Network, Overload, Social

What Influences Buying Decisions in Social Media?

March 13, 2012 by emcom Leave a Comment

Social media has revolutionised consumer purchasing behavior over the last few years, directly impacting the way they buy products and services. The fact that there are billions of opinions and reviews out there means marketers have to change their perception about online media from ‘fun to have’ to ‘must focus on’. The use of social media platforms such as Twitter, LinkedIn, blogs and Facebook among buyers has grown considerably over the last two years. Facebook, in fact, doubled in popularity from 2010 to 2011. Although Google search still leads the way in terms of influencing online shopping behavior, the steady growth of this media is opening up new opportunities for marketers to message and connect with customers. According to the 2011 Social Commerce Study:

  •  2011 Social Commerce Study 58% of online consumers have ‘followed’ a retailer proactively through Facebook, Twitter or a retailer’s blog.
  • Almost half (49%) of the respondents were keen on keeping a tab on product updates through social media.
  •  Over 1/3rd follow online retailers for information on contests and shopping events.
  • 35% of shoppers are likely to directly purchase from Facebook, while 32% are willing to make a direct purchase through Twitter.
  • Group-buying sites like Groupon and LivingSocial are being used to purchase non-traditional items.

Several studies show that consumers are now sharing opinions in unprecedented numbers on various social networking sites and blogs; for marketers, this growing hunger for information can easily be converted to actual purchases by understanding what factors influence buying behavior most. Here’s how marketers can influence online purchasing behavior:

1. By Understanding the Consumer Mind

Online media has changed the way marketing companies group their consumers. Online buyers can no longer be slotted into a ‘stereotypical category’. If you’re looking to convert the ‘likes’ to purchases in online media, it is vital to understand the mind of the consumer first. A simple way to do this is by monitoring this media. Age and Gender Breakup – Brand Monitor Social media monitoring is an effective way of researching and learning about your customer’s age, geographic distribution, what online media channels they use, if they are highly-engaged in social media circles (the influencers) etc. By using monitoring tools such as Brand Monitor, marketers can get a clearer insight into consumers’ mindset and know what customer types they are targeting. Such media common customer types can be broadly classified into:

  • The under-30s: Our research shows that younger buyers are more open to newer channels such as blogs, Facebook etc. This age group is therefore more likely to make purchases through social media channels. The good news for brands that heavily rely on blogs for marketing purposes is that the <30 age group is three times more likely to use blogs to select products and suppliers, when compared to the +30 age bracket.
  • The coupon collectors and freebie seekers: Identifying the coupon collectors and the freebie seekers and offering deals to them is a great way to drive sales and increase ROI. Recent studies from Empathica reveal that offering discounts via online presents marketers with an opportunity to connect with consumers, especially women. Empathica’s research shows that:

                    o 47% of people using social media to find coupons and promotions are women.
                    o Only 33% men look for offers on here. o While 30% of the respondents said that they followed brands
                        for   information, 40% said that they look for promotions and coupons.
                    o Although, promotion hunting is a primary driver of social behavior, the survey also found this habit was
                         driving  overall online behavior as well; 26% of respondents admitted to specifically look for more
                          coupons online.

Commenting on this, Gary Edwards, Empathica EVP of Client Services, said that brands should recognize consumer preferences and help them visit an establishment. For marketers this is also the perfect way to convert consumers into brand advocates.

Walmart – CrowdsaverWalmart uses its recently added Facebook feature called Crowdsaver to offer discounts on products. The app, which is similar to Groupon, requires a certain number of users to ‘like’ a product for the retailer to apply the discount. For Walmart, this strategy helped boost its brand image, while customers benefitted from the discounts offered.

The multicultural audience: Several studies have found Latinos and African-Americans to be the fastest growing and the most loyal brand advocates on the internet. According to a recent Ipsos U.S. Hispanic Omnibus study, U.S. Hispanics aged 35-54 are more likely to purchase products online (62%). One of the companies that clearly understood the mindset of the ‘multicultural customer’ was PepsiCo. The beverage giant launched its ‘We Inspire’ campaign in 2010, targeting African-American mothers. The home page on the company’s website featured the Facebook ‘Like’ Widget, encouraged users to blog about their experiences, and upload personal stories on YouTube. The campaign was a huge success, with PepsiCo winning the NAACP award for “advancing positive multicultural images in advertising and media.”

2. The Power of Creative Campaigns

How are marketers encouraging ongoing involvement once a consumer has ‘liked’ or ‘followed’ a brand? Instead of simply posting a banner ad on a social media site and waiting for the ‘likes’, companies should make full use of web’s unique properties like interactivity, community-building, and the ability to specialize local offers. Companies that understand the potential of social media marketing are investing millions of dollars, launching some highly innovative campaigns in the process. We believe that imaginative social media campaigns are vital and highly effective in attracting customers and influencing buying decisions, resulting in increased traffic and sales.

3. The Impact of ‘Followers’ and ‘Friends’

Social Media Influencing Buying Decisions Social networks now have a huge audience that spends a good amount of time posting reviews and recommendations related to various products and services. Besides making personal connections, Facebook, Twitter and other sites are places where buying decisions are influenced through group interactions. Trust in social recommendations has increased to such an extent that, currently, 1/3rd of social network users follow recommendations made by their friends and followers on Facebook and Twitter before deciding to buy. HubSpot’s research shows that social media conversations actively influence purchases. According to a study conducted by market research firm Chadwick Martin Bailey:

  •  60% of Facebook fans and 79% of Twitter followers are more likely to recommend a brand after becoming a fan or follower.
  •  51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they follow or are a fan of.

The above statistics indicate that online research is one of the key factors influencing buying behavior. As more and more people depend on online media research versus opinions from in-store sales associates, marketers can no longer ignore user-generated reviews. With ‘followers’ and’ fans’ having such an impact on people’s buying decisions, it is imperative for brands to:

  •  Not just have a social media presence, but listen to shoppers and find out what they are saying. * Connect with shoppers in social media: If brands want to connect with shoppers and impact their purchasing decisions, they need to devise strategies to ‘influence the influencers’ by continuously engaging with them.
  •  Incorporate customer feedback into their marketing strategies: Customers do not always address a brand or a company directly; sometimes they choose to post reviews (either positive or negative) or blog about their experiences. Smart marketers will monitor such online media conversations and incorporate this feedback into their marketing strategies.

What marketers need to keep in mind is the fact that social media shoppers are not always ‘actively social’. While one in four social media shoppers contribute to a conversation about a brand or product, the others view these conversations and decide if they want to make a purchase. While the ‘influencer’ group is small, the impact on those ‘influenced’ is large.Conclusion

With 95 million social-media shoppers in the US alone, the opportunity for online marketers is huge. According to Forrester Research, social media marketing budgets will see a 34% growth between 2009 and 2014, which is faster than any other form of online advertising. This data indicates that shopping via social media is poised for tremendous growth in the years to come, with product reviews and recommendations playing an important part. This is not to say that the role of traditional marketing channels in influencing buying decisions will decline; people watching and listening to marketing messages on TV and radio are more likely to consult their friends and followers before making a purchase.

While reviews can help marketers further improve products, freebies and discounts function as powerful tools in driving sales. The current trend of consumers scouting social media for coupons holds good not just today, but will also be one of the primary factors driving online shoppers in the future. That said, the smart approach for digital marketers looking to add value to their campaigns would be to understand their shoppers, study the impact of online reviews and design their campaigns accordingly. We believe this to be the perfect recipe for that ‘creative campaign’, which will ultimately translate into profitable returns.

Currently, Google is the first stop for online buyers; however, the increasing influence of social media on online shopping means the search giant could soon be looking at many ‘social’ contenders.

Filed Under: social media Tagged With: buying, Decisions, Influences, Media, Social

Tracking the Growth of Social Media in Emerging Markets

February 13, 2012 by emcom Leave a Comment

Tracking the Growth of Social Media in Emerging Markets

 

Emerging markets, which constitute for approximately 60% of the world’s population, are rapidly taking over social media. Although the primary reason for people in these markets to join Facebook or Twitter was to stay in touch with friends, this is gradually changing. Emerging market consumers are using social media to share content and photos, shop online, recommend products and post reviews among other things. According to the new GlobalWebIndex Social Networking Map 2011 study, people in emerging markets such as the Philippines and Indonesia were much more engaged in social networking when compared to those in advanced markets. This, along with the fluctuating economy in developed markets such the USA, is driving brands to explore new markets which are brimming with opportunities. Despite the challenges that come with marketing to foreign customers, our research showed that brands were more than willing to take their chances. Here are some reasons why:

Recent studies show that the BRIC markets (Brazil, Russia, India and China) will collectively have 2.577 billion mobile phone subscribers by 2014. Besides texting and calling, a large percentage of these users are expected to use their mobile devices for networking, blogging or making online purchases. For brands specifically looking to sell their products or offer their services abroad, social media marketing is the easiest and the most cost-effective way of entering new or emerging markets. According to research by TNS Digital Life (2010), online consumers in emerging, rapid growth markets are more engaged than those in mature markets. This means broader reach, more opportunities and a larger customer base for brands with ambitious growth plans. The study also showed that Egypt and China had comparatively higher levels of digital engagement than Japan, Denmark and Finland. Malaysians had the highest number of friends across various networking channels (233 on an average), followed by Brazilians (231). A 2011 study shows that Brazil, at 86%, has the highest level of social penetration. Even within developing markets, ethnic minorities visited social networking sites more frequently than non-Hispanic whites.

The rapid increase in social network users in emerging markets has dispelled the myth that people in these countries are slow to adapt to social media. A large chunk of Facebook users come from countries such as India, Brazil and Malaysia. In fact, Facebook use is growing faster in Africa than on any other continent, while the Asians simply love to share photos over the internet. For advertisers and brands, these largely untapped markets look promising. While each country has its fair share of quirks and challenges, we believe that emerging markets are a social media marketer’s goldmine.

Top 10 Social Networks – Brazil

Marketing Beyond Borders

Unlike earlier, when people in countries such as Russia or India had to wait for a product to be ‘imported’ from developed nations, buying something today is just a click away. The growth of e-commerce has benefited both consumers as well as brands immensely. Today’s marketers are no longer confined to advertising or selling a product within their home countries. Whether it is retail brands or FMCG companies, it is as simple as promoting their brands on the plethora of networking sites out there. What makes social media a lucrative platform for online marketers looking to discover emerging markets? More than the Big Three:

Besides Facebook, Twitter and LinkedIn, there are other social networks in emerging markets that attract users too. For social media marketers, local platforms equal to higher possibility of reaching local users, in the language they are comfortable with and on the channels they are most likely to use. For example, QQ is China’s largest social network; V Kontakte is the most popular in Russia; Orkut is strong in India and Brazil; Hi5 leads in Peru; and Maktoob is the most important in the Arab world. Also, in many countries, Western networking channels are blocked. This however, does not mean marketers should give up on online promotional activities in these nations. Our suggestion? Try the popular local equivalents. However, recent research by eMarketer indicates that consumers in D&E markets like Brazil are gradually opening up to Facebook and Twitter, challenging the dominance of Google’s Orkut. Twitter was ranked #1 among the top ten social networks used by consumers in Brazil, closely followed by Facebook. Here’s a tip for brands entering emerging markets: do your homework and study what channels are popular in the country you wish to advertise. This way, your chances at successfully reaching the right audience are higher.

Wallet-Friendly Marketing:

Rewind a few years back when American and European brands hesitated from advertising in emerging markets because of the expense involved. Print and TV ads required huge investments, and did not always guarantee returns. A lot has changed since then. The advent of social media tools like Facebook, Groupon and Twitter opened up a world of marketing opportunities for Western brands. The biggest USP of social advertising in emerging markets? Low-cost investments with little worry about the returns. When American company Heinz launched its ketchup and other products in India, the company’s biggest challenge was gaining visibility. Additionally, Heinz faced the risk of being overshadowed by Kissan, which was synonymous with ketchup in India. Instead of investing all its marketing dollars in putting up billboards and print ads, the company advertised on YouTube. The award-winning commercial, which required comparatively lesser investment, was a huge success and helped the brand test the market before rolling out offline campaigns.

Reaching Out to Economically Empowered Consumers:

The incorrect perception that emerging nations are economically weak or unstable is gradually changing. The International Monetary Fund has predicted that the total GDP of emerging and developing economies will equal those of advanced economies by 2013-14. Some of the so called ’emerging markets’ are not just technologically advanced, but also boast consumers with solid disposable incomes. These consumers are willing to try out new products and are open to the idea of shopping via social networking sites. Simply put, consumers in these markets have the money and are willing to spend it; for Western brands dealing with slow domestic sales, it can’t get better than this. Emerging Markets vs. Developed Markets: The Fundamental Differences in Marketing

While people across the world join social media for common reasons such as connecting with their friends, blogging about their experiences and sharing information, brands need to keep in mind that social media marketing is not a one-size-fits-all endeavor. There are certain fundamental differences between marketing in developed markets versus emerging markets. Social networking behavior is largely dictated by cultural differences and economic disparities that exist in developed, as well as developing nations. This presents a challenge for brands designing universal social strategies and requires them to analyze and understand the varying social networking behavior across different markets. Low-Internet Penetration:

While consumers in emerging countries are rapidly going ‘social’, one of the biggest challenges online marketers are likely to face is low-internet penetration. Unlike advanced markets, some developing countries are still faced with this problem. However, getting around this problem is simply a matter of designing marketing messages that are easily viewable in mobile format. According to BCG’s September 2010 report The Internet’s New Billion, BRICI countries–Brazil, Russia, India, China, and Indonesia–will represent more than 1 billion internet users by 2015. Many of these users are expected to develop distinct internet usage patterns, including major reliance on mobile phones as their main access point.

Top 10 Internet Languages Overcoming the Language Barrier:

Brands that are determined to establish a strong social media presence in these countries don’t let language issues deter them from targeting their customers. According to Internet World Stats, English is still the most widely spoken language online. Yet, it only accounts for a quarter of all online usage, with simplified Chinese running a close second. Although bilingual users may look for important information in English, they are more likely to engage in social media in their own language. In our opinion, brands turning away from these markets because of language barriers are overlooking an important demographic. The answer lies in hiring native speaking translators who are also social media experts. Although machine translators are comparatively inexpensive, they are not usually accurate and cannot understand informal linguistic terms that are usually used in social media.

Comfort with Remote Payments:

Much before the concept of online shopping caught on, the Americans were already comfortable with purchasing products remotely using catalogues, infomercials etc. With the emergence of e-commerce, they adapted faster to virtual forms of payment by using credit or debit cards, unlike their counterparts in emerging markets. People in emerging countries were slower to get accustomed to the idea of paying virtually and preferred to use cash and pay in person. Although this is gradually changing, for online marketers, the ‘mode-of-payment’ is one of the biggest challenges they face. In order to overcome this hurdle, here’s what we suggest: a) use virtual coupons (e.g.Groupon) or b) partner with a local agency to work out the cash-on-delivery system. Creating a Solid Online Marketing Plan

While creating marketing messages and social media campaigns for audiences in emerging nations, brands need to keep in mind the cultural differences, economic situation of the region, and have a thorough knowledge of customers’ online buying behavior. A solid online marketing strategy is vital for brands that are keen on succeeding in these markets. Here are some key points to be remembered while creating an online marketing plan for emerging markets: Educate your Customers:

It would be incorrect to assume that your target audience has prior product knowledge and knows what your company does. As an online marketer entering a new market for the first time, educating customers about your products is a must. Targeting an audience that is unaware of the services offered or the products being marketed increases the possibility of your promotional messages getting ignored. The best approach would be to effectively communicate what your company does before launching a complete social advertising campaign.

Understand the Culture and Behavior:

Countries such as India, China, Russia, Malaysia etc are loosely grouped as ’emerging markets’. Yet, your marketing strategy for Indian customers, for instance, may not be as well received by those in Russia or vice versa. Our research shows the online buying behavior in these countries is largely dictated by the culture unique to that region. As a marketer aiming to engage with your customers via social media it is important to do some background research and understand what drives them. When American coffee giant Starbucks, decided to strengthen its footprint in China, the company wisely decided to go into location-based marketing via micro-blogging, Weibo. There were three things that worked for Starbucks 1) Weibo is China’s third most-visited website, with vast user base and strong brand awareness. 2) Having done the required background research, Starbucks understood that the Chinese were not open to strangers and especially did not like the idea of Western networking sites. By leveraging on the popularity of Weibo, the coffee company managed to reach out and engage with their target customers. 3) The predominately tea-consuming population of China was trending towards coffee, especially the younger social media savvy demographic.

The ‘Pay Less, Shop Often’ Formula:

As discussed earlier, consumers in emerging markets are more financially empowered than ever before. However, the recent economic empowerment has had little effect on the ‘hunt for bargains’ approach to both online as well as offline shopping. Most often than not, the bargain hunters are on the lookout for the “less than $ 2″ offer on their local deal-of-the-day website. Online marketers targeting this demographic should understand that these consumers wouldn’t mind shopping for the same product frequently…as long as it is marketed as ‘inexpensive’.

Conclusion

Emerging markets are e-commerce magnets. What makes countries such as China, Brazil, Russia etc the marketer’s goldmine is the improving economic situation in these regions, as well as people’s willingness to shop online. Marketing in emerging countries comes with its unique set of challenges. This, however, has not deterred popular Western brands such as Nike, L’Oreal and Starbucks to name a few, from successfully establishing a strong presence in these countries via social media. While internet connectivity can be a hurdle in some countries, the rise of mobile social networking can help brands connect with their customers. We expect to see a significant increase in mobile social media users in the years ahead.

Earlier, brands that had otherwise established a solid social media presence in advanced countries, shied away from emerging markets because of cultural differences and linguistic issues. For today’s marketers these factors are hardly perceived as barriers. While understanding the customer, studying their shopping behavior and cultural make-up does require time and effort, many brands are willing to go that extra mile. This is because of the exponential increase in the number of people engaging in foreign language social media channels. Also, the fact that social advertising in these markets does not require huge budgets is an added advantage. That said, emerging markets are undoubtedly the world’s fastest growing consumer markets; for companies looking to give their sales charts a shot-in-the-arm, these markets certainly look promising.

 

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