Social media marketing is no longer the preserve of the elite few. More and more companies invest in creating their own Facebook fan pages, blogs, forums, Youtube channels and Twitter accounts in a bid to reach out to their customers. The game is no longer about reach and eyeballs alone, but fans, followers and “Likes”.
Increasingly, forward-thinking businesses begin to realise that the principles of social engagement shouldn’t just apply to their marketing and PR departments. With almost everybody having an online presence – from the CEO to the office boy – companies can ill afford to ignore the need for the rest of the company (HR, Finance, Procurement, Manufacturing, Logistics etc) to “go social”.
Co-authored by Stanford University Marketing Professor Jennifer Aaker and her husband Andy Smith, a leading marketing consultant of Vonavona Ventures, The Dragonfly Effect offers a recipe for social change leveraging on the power of social media. Unlike many other books on social media which are strong on examples but weak on structure, the book proposed a systematic design thinking oriented process which anybody can follow.
Church of the Customer recently shared about a fascinating marketing strategy called the “Social Engagement Journey”. It detailed how companies could embrace ever growing levels of interaction, engagement and relationship building with its customers.
Using a diagram to illustrate this idea (adopted by their consulting firm Ant’s Eye View), Ben McConnell and Jackie Huba postulated that there are five levels in social engagement.