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RESEARCH, ANALYSIS & TRENDS
Social media lead management tips
tools, such as e.g. Hubspot, which allow you to
create filters based on user types, letting you cre-
ate a feed of people using certain keywords, thus
enabling you to cut through the clutter and respond
to the right people.
Visual - 90% of information transmitted to the
brain is visual, and visuals are processed 60,000X
faster in the brain than text. So you need to think
about visuals on every social level. Invest time in
ensuring your images are as great as your mes-
sages.
Educational - even though people are browsing to
understand something quickly, they love re-
tweeting or re-sharing content that makes them
look smart. That, in turn, will extend the reach of
your content.
Employee networks –make use of them to grow.
Social media users are following your employees
purely because of the content they share, industry
they’re in, or company they work at. Send your
employees “lazy tweets,” pre-crafted tweets that
Your strongest asset as a marketer is your database of they can simply copy and paste into their own
contacts: email and blog subscribers, leads and custom- streams. If they’re handed the message, they’ll be
ers, and now your social media followers that impact more willing to share, which will result in a more
your success essentially as well. streamlined effort and help new followers discover
the original curator of the message: you.
Your social media database consists of followers and Fun - people are often looking for something that
fans who want to engage with your brand online. will simply give them a good laugh. Regardless of
They’re re-tweeting, re-sharing, and re-pinning your what your brand tone is, ensure that your fans are
posts, if they have interest in the things that you are actually enjoying the content you share.
saying and the product/service you have to offer.
Segmenting existing social contacts
By using one unified marketing database, you can add a
layer of social media insights to your existing contacts, After you’ve built your following and social database by
thus gaining valuable information to target messages, targeting social influencers, you have to segment
nurture leads and attract new contacts to your business. them. A unified marketing database makes the job
much easier here, allowing segmentation of those who
are already interacting with you and/or represent your
Content is the key to increase the pace at which you
attract new social media followers, as well as finding the persona. And there are even other options to target the
right type of information to post and the right people to right people from your contacts database adapted from
share it with. their social media activity, so take a look at the follow-
ing:
The following tips could be useful to overcome the chal-
lenges: Take advantage of users with big networks: If you
have a large announcement approaching, try sending
an email before the launch to a select group of social
Influencer interaction - one key ingredient in am- influencers. Acknowledge the fact that you’re reaching
plifying the rate of follower growth is the people out to these users because of their large networks and
sharing your content. Spend time researching who that you’re looking for their help to spread a message.
your influencers are and find ways to mention them You’ll make the person feel empowered and by includ-
in order to incorporate their Twitter handle or Face- ing social sharing links, you’ll start generating buzz
book page in your message. That gives them a rea- around your new announcement with people who can
son to re-share or re-tweet your content and broad- actually help spread the word!
cast your brand name to their following.
Filter messages - failure to respond via social Request feedback: The great thing about social me-
channels can lead to up to a 15% increase in churn dia is that it opens up a tremendous feedback mecha-
rate. The problem is: who actually has the time to nism and you now have the opportunity to take ad-
respond to every social message? Luckily, there are vantage of it. Do you want to collect thoughts about
16 Asian eMarketing March 2014 - Social Media Marketing
