With Facebook about to make it’s IPO, and Twitter being one of the largest sources of information and news consumption for the average user in the United States, it’s hard to ignore the fact that social media has become an integral part of our everyday American lives.
In fact, a study from Chicago University recently stated that texting, checking Facebook and updating Twitter came in just below sleep on a list of impossible urges. The study claims that Facebook has become “more addictive than smoking.” With this being such a weighty revelation about the current state of our society, it is key to know how to interact with your customers and clients alike through social media and mobile interactions.
In a recent article on Mashable Todd Wasserman pointed out 4 tips for better engagement on Facebook and other social media channels:
- Add a charitable component to the messages you are sending out to your customers. In December, 2011 the team pushing advertising for Madden 2012 gave users a reason to share posts and get their “fan” count up by offering a 10 cent donation charity to the Children’s Miracle Network for each unique share and “like.” This improves not only the Public Relations view of your business, but also increases your exposure through later ads to a wider base of prospects.
- Use Polls. While quirky and witty status updates will typically aid in engagement between business and consumer, many marketing industry pros will tell you that the best way to enhance engagement is simply to ask for it. Facebook’s questions tool is absolutely phenomenal for this.
- Beyond the free media of social networking, use your paid ad-space wisely and judiciously. Facebook offers a unique feature to allow you to increase or decrease ad exposure based on their performance.
- Use industry professionals for the brand you are trying to promote. When EA wanted to create a trailer for it’s Battlefield 3 video game they called on Freddie Wong, a premier YouTube director known for his engaging and promotional videos. Use any and all tools at your disposal to help increase engagement.
With Facebook getting nearly 1/3 of all website traffic through it’s mobile applications across separate phone platforms the mobile ad-space within Facebook and other Social networks is becoming a huge marketing opportunity for businesses. However successful a purely social advertising approach may be, the single-channel marketing approach is becoming a thing of the past with new mobile marketing opportunities.
As we spoke about a few weeks ago, the clear winner in advertising during the Super Bowl was none other than the NFL itself. While many other ads incorporated social interaction opportunities through Twitter, Facebook, and Shazam, the NFL’s call to action with an SMS campaign was clear and successful.
More than 1.7 million viewers of the Super Bowl followed through and sent a text to participate in the NFL Perfect Challenge. Beyond this, “Text NFL to 69635″ was trending on both Twitter and Facebook during and after the game. Jeff Berman, general manager of the NFL’s digital media, stated that “essentially we are launching a September product with a February ad. How do we actually capture the real value of this?” Their choice was to capture phone numbers to begin a conversation with consumers for a product launch in September. With the NFL far surpassing its goal of 1% participation of Super Bowl viewers the huge number of messages exchanged underscores the potential for call-to-action advertisement.
While both SMS calls to action and Social Media interaction are successful, perhaps the truly successful marketing giants over 2012 will be those who incorporate both in a way to saturate the marketing with communication, interaction, and participation.
To see the potential increase in business your company could experience through incorporating a mobile campaign into all of your marketing efforts, head here to sign up for a free trial with us and begin a dialogue about what 2012, the year of mobile, could do for you and your business.