Part 1 of ebook Social media marketing: The next generation of business engagement provides readers with contents including: social business fundamentals; social media and customer engagement; the new role of the customer; build a social business; the social business ecosystem; run a social business; social technology and business decisions; social analytics, metrics, and measurement;... Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới.
The New Role of the Customer 29
Chapter 4 The Social Business Ecosystem
Social Media and Customer Engagement
The rise of Web 2.0 has fundamentally transformed global marketplaces, making social technology an essential component of modern business Many organizations view social media and an online presence as indispensable, leading to a rapid push to establish communities and brand identities on platforms like Facebook and Twitter However, this rush often occurs without a comprehensive understanding of the long-term organizational effects and the substantial business opportunities that can be harnessed through a systematic approach This chapter explores the fundamental principles that drive the success of social business.
The Social Feedback CycleThe Social Web and EngagementThe Operations and Marketing Connection
Many organizations, including businesses, nonprofits, and government agencies, typically initiate their use of social media through their Marketing or public communications departments, which have a direct link to customers and stakeholders.
Many organizations are turning to social media to foster engagement, driven by the desire to counter negative comments, achieve virality, and enhance brand awareness This shift is particularly important as traditional media becomes less effective in reaching customers, prompting businesses to leverage social platforms to connect with their audience more effectively.
The emergence of Web 2.0 and the Social Web has transformed the landscape of business engagement Many companies rush to adopt social media strategies, often treating them like conventional marketing campaigns rather than leveraging the unique opportunities for collaboration with customers Consequently, the true goal of fostering meaningful engagement in a broader social context is overlooked, leading to many social media initiatives ultimately falling flat.
Many innovative and measurable social business programs have emerged from great ideas, yet these remain exceptions despite the accessibility of social technology The collaborative technologies defining today’s marketplaces, often referred to as “social media,” the “Social Web,” or “Web 2.0,” provide effective strategies for transforming deeper business processes across various applications This potential extends well beyond marketing and communications, offering valuable solutions for a wide range of organizations.
This chapter introduces the Social Feedback Cycle, establishing a connection between fundamental social media marketing principles and the broader application of social technologies across an entire business This concept highlights the essential, customer-driven relationship that integrates operations with marketing strategies.
The rise of Web 2.0 technologies has transformed business marketing, shifting consumer preferences away from traditional advertising towards a more interactive and communal approach Consumers now actively share their experiences with brands, products, and services on social platforms, seeking authentic insights that inform their purchasing decisions This trend highlights the importance of peer recommendations and user-generated content, significantly impacting how marketing strategies are developed and executed.
The classic purchase funnel, illustrated in Figure 1.1, is now intricately linked to the Social Web through digital word-of-mouth, commonly known as social media This cycle, which encompasses expectation, trial, rating, and sharing experiences, has become integral to nearly every purchase or conversion journey Consumers, whether in B2B, nonprofit, or for-profit sectors, increasingly rely on peer recommendations for informed decision-making, alongside traditional media sources Although advertising and conventional communication methods remain vital components of the marketing mix, this shift has introduced a new vetting process that significantly influences businesses' and organizations' market growth, sometimes with positive effects and at other times negatively.
PURCHASE USE FORM OPINION TALK
Figure 1.1 The Social Feedback Cycle
The Social Feedback Cycle is important to understand because it forms the basis of social business What the social feedback loop really represents is the way in which
Internet-based publishing and social technology have revolutionized connectivity in business, fostering relationships between companies and their customers (B2C), facilitating interactions between businesses (B2B), enabling customer-to-customer engagement in support communities, and enhancing communication among employees.
As such, this more widespread sharing has exposed information more broadly
Access to information that was once restricted to a privileged few is now available to everyone For instance, when seeking details about hotels or vacation rentals, individuals previously relied on friends with insider knowledge or travel agents, often settling for limited options Now, travelers can easily conduct their own research, empowering them to make informed decisions and find the best accommodations for their needs.
Chapter 1: Social Media and Customer Engagement highlights the evolution of customer experiences in unfamiliar places Before the advent of visible rating systems like Yelp.com, individuals relied on informal inquiries within their immediate social circles, such as friends, family, and colleagues, to gather information about potential destinations.
Limited expertise in rental versus hotel properties can hinder a travel agent's ability to provide sound advice on vacation accommodations In contrast, platforms like Austin's Homeaway have revolutionized the market by offering a vast selection of rated and reviewed vacation rentals, empowering consumers to choose alternatives to traditional hotels and resorts This shift in the travel industry has gained momentum since the advent of the Internet 1.0, highlighting the growing demand for diverse lodging options.
When engaging in transactions, intermediaries may not always prioritize your best interests when making purchase recommendations This concern is particularly relevant in industries like pharmaceuticals and insurance, where the motivation behind recommendations can stem from either the customer's needs or incentives from manufacturers and underwriters For consumers, understanding the basis of these recommendations is crucial, as it directly impacts their purchasing decisions and overall satisfaction.
At Progressive Insurance, we developed a direct-to-consumer insurance product to empower customers seeking more control over their purchasing decisions, moving away from traditional agent-based policies This approach aligns with Progressive’s goal of fostering trust and building long-term relationships with insured customers While many clients value their agents, there is a growing demand for self-service options and additional information, reflecting a broader trend across various industries driven by the availability of easily accessible online resources.
Accessing information beyond what was available at the point of sale has become significantly easier over the past decade The auto sales process exemplifies the profound impact of scalable, connected self-publishing, including ratings, blog posts, and multimedia uploads This newfound access to information, combined with consumer-generated content such as reviews and personal experiences, is intensifying the influence of social media within organizations.
Social Business: The Logical Extension
Consumption is a fundamental element in fostering strong customer engagement, particularly in the realm of social media It encompasses the actions of downloading, reading, watching, or listening to digital content, serving as the essential starting point for various online activities This initial engagement is crucial for enhancing social interactions and building lasting connections with audiences.
Sharing content without first consuming it can lead to negative outcomes, as blindly retweeting or sharing may not resonate with your audience If a piece of content goes unread, it’s unlikely to be shared Additionally, since individuals filter information, what we choose to share typically represents only a small portion of what we actually consume.
On the Social Web, consumption significantly surpasses creation, highlighting a common trend where most users are more focused on consuming content rather than contributing to it While it's often claimed that the Web empowers everyone to be a publisher, many individuals seem too preoccupied with consuming information to engage in the creation process.
To foster a vibrant community and encourage active participation, it's essential to empower your audience to transition from mere content consumption to content creation Rather than irritating them, which may yield short-term engagement, focus on motivating and supporting them in their creative endeavors This shift is crucial for moving beyond traditional monetization models based on page views and media properties, ultimately leading to a more genuine and interactive social experience.
Interactive Versus Social: What’s the Difference?
Gaurav Mishra, CEO of 2020 Social, highlights the key difference between interactive and social websites: interactive sites link customers with software applications, while social platforms connect users with one another For instance, while CitySearch in the U.S and Burrp in India provide excellent listings, Eventful stands out by facilitating greater social interaction among its visitors, enhancing the overall user experience.
You can follow Gaurav on Twitter ( @Gauravonomics ) and read more from him at his blog: http://www.gauravonomics.com
Transitioning from mere content consumption to active participation is crucial for the growth of your social business Unlike traditional media formats such as TV, radio, and print, which engage audiences without involving them in the creation process, a successful social application fosters interaction and collaboration In a content-driven interactive media platform, the focus is primarily on content consumption, while a truly social approach encourages users to contribute, enhancing engagement and building a vibrant community around the business.
Interactive Versus Social: What’s the Difference?
Gaurav Mishra, CEO of 2020 Social, highlights the key difference between interactive and social websites, stating that interactive sites connect customers with software applications, while social sites facilitate connections among customers For instance, while platforms like CitySearch in the U.S and Burrp in India provide excellent listings, Eventful stands out by offering enhanced opportunities for social interaction among its visitors.
You can follow Gaurav on Twitter ( @Gauravonomics ) and read more from him at his blog: http://www.gauravonomics.com
17 ■ T H E S O C IA L W E B A N D E N G A G E M E N T the content still matters—no one wants to hang out in a vacuum—but the interactions and conversations that the content enables between members take center stage.
Curation involves the process of sorting, filtering, and describing content to enhance its usefulness for others For instance, a well-crafted book review aims to influence potential buyers, but its effectiveness relies on the writer's credibility and the review's relevance to the reader.
Reviews become truly valuable when they can be placed into the context, interests, and values of the person reading them.
This is what curation enables By seeing not only the review but also the
Providing insights into the background of reviewers enhances the value of their reviews for prospective buyers, allowing them to assess the relevance of the feedback based on their personal interests and needs This practice leads to more informed consumers who can make better purchasing decisions, ultimately resulting in greater satisfaction with their choices By understanding the context behind reviews, buyers can filter out less applicable opinions, ensuring that the reviews they consider contribute to a more satisfactory purchasing experience.
Curation plays a vital role in enhancing the quality of content within a community by improving the signal-to-noise ratio It involves not only the selection and organization of content but also the evaluation of members' contributions For instance, contributors in a support forum can be recognized through member-driven quality ratings for their outstanding posts This member-led curation process is crucial for maintaining community standards and ensuring that the evaluation remains in the hands of the community itself.
Curation marks the initial stage where participants actively create content within the social process In contrast, consumption is a one-directional action—such as reading, downloading, or listening—that does not inherently foster social interaction.
Curation is a vital practice that fosters participation and creativity through manageable, low-risk steps Similar to learning to dance, it helps overcome fears and self-image concerns that often hinder self-expression and social interaction By engaging your audience in curation, you empower them to become active community members, facilitating their involvement in ongoing creative and collaborative processes essential for long-term community building.
Content creation goes beyond simple curation, as it involves actively producing original content rather than just reacting to existing materials Unlike curation, which may only require a simple expression of opinion, content creation demands a more significant effort from community members to share their own creations To successfully engage in content creation, it's essential to have a clear and specific plan, as merely encouraging users to "upload your photos" is often insufficient to inspire meaningful contributions.
To encourage creation, it's essential to provide users with the right tools, support, and templates, minimizing their workload Imposing strict file format or size requirements can significantly reduce participation; for instance, limiting uploads to 100 Kbytes can deter users who take photos with standard 6- or 8-megapixel cameras Instead, develop an application that automatically resizes images to meet your content needs, creating an inviting environment that welcomes all users and fosters creativity.
MTV’s Argentinean business unit partnered with Looppa to enhance its consumer presence in social spaces by fostering online communities that promote content creation and sharing This initiative resulted in over 300,000 photos, 200,000 comments, and 30,000 videos uploaded by community members Such active content creation signifies a transition from traditional, passive brand communities to a more socially participative Web 2.0 environment.