Note from Jim: Every once in a while I write something that resonates with people. Last week I wrote an article for eM+C Weekly — the e-newsletter of All About ROI's sister publication, eM+C — titled "9 Immutable Laws of Social Media Marketing." I've received a lot of feedback on it, so I asked my editor if I can break tradition and publish it here, too. I feel I've broken down social media expectations pretty well, but you decide. Please add your comments below.
"What can I expect from social media?"
“What kind of return on investment will I get?”
“I tried social media and got no customers!”
These are the kinds of questions and responses I hear daily in my conversations about social media. Often I tell folks to set and manage expectations correctly. From these conversations I've come up with a set of nine laws of social media to provide all marketers with proper expectations.
1. Brand + time = revenue. The more time consumers spend with your brand and products, the more likely they are to buy. Engaging customers or prospects in social media channels increases brand/time.
2. Brand + channels = revenue. The more channels in which consumers interact with your brand, the more likely they'll buy. Offering multiple engagement channels allows for consumer self-selection of preferred channels. Being in the right social media channels based on your market increases channel interaction.
3. Brand + time + channels = advocates. Consumers spending time in multiple channels breeds customers more likely to become brand advocates and influencers. This is the new multichannel marketing model for the 21st century. Social media creates brand advocates and turns peers into your best salespeople.
4. Exponential search factor. Social media increases your search engine rankings and, when combined with your website, drives additional traffic via organic search.
5. The newfangled customer service factor. Consumers choose their contact preferences. Brands that don't have multiple channels for customer service risk losing customers. Consumers expect instant gratification, and social media delivers.
6. Behind-the-scenes factor. People don’t buy from brands; they buy from people. Social media puts a human face on the faceless corporate entity. Social media's biggest opportunity is to allow people to connect with your employees as peers.
7. Trust is the new black. If done correctly, the aforementioned laws allow consumers to build or rebuild trust. Social media harkens back to the days of the corner store where consumers and brands had a cordial relationship. Social media builds relationships over time.
8. The reputation factor. Whether you like it or not, consumers are talking about your brand. Social media is the great neutralizer. It allows you to seek out negatives and turn them into positives via reputation management and communications.
9. The time spent factor. Customers aren't always ready to buy. Social media prepares customers with all of the above over time.laws
Jim Gilbert is president of Gilbert Direct Marketing Inc., a full-service catalog, direct marketing and social media agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert. You can email him at jimdirect@aol.com, follow him on Twitter at www.twitter.com/gilbertdirect or read his blog at gilbertdirectmarketing.wordpress.com/.
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Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.