You know it when you see it—the perfect ad in the perfect place that hits all the right notes at just the right time. Nissan UK did this with its Royal Baby tweet—a smart move that worked before the baby was born and is just as relevant now that Princess Charlotte Victoria Diana has finally arrived. This is an example of using social intelligence—social media style.
What is social intelligence?
Social intelligence when it comes to Internet or mobile platforms refers to all the data we can capture and analyze and, then, use smartly to affect consumer behavior in your favor. From a marketing standpoint, this is not new. However, what is new and unique to social media is the fact that, on a moment-by-moment basis the Internet and proliferation of media platforms grows exponentially. We are talking about a dynamic, massive reach. To harness that reach and make it work—for you—means plugging into data as its changing and, we hope, causing trends to change as well.
Social intelligence helps us do that and more. Here are five key points to get consumers to act:
- Curate metrics and use them wisely. Study the target market, including discussions on social networks, analyze the interactions, and utilize every bit of social data to craft an effective campaign to capture attention—and keep it.
- Track and adjust in real-time. Monitor metrics in real-time and over time. Digest the results and recommit to what’s working or adjust to attain a more powerful impact.
- Refine creative dynamically and relevantly. Tweak creative to reach across multiple platforms including Facebook, Twitter, and Instagram, or with banner or display ads, and the more traditional methods including direct mail, print ads, and flyers. Instead of only coinciding campaigns with expected holidays or event, seek ways to make your brand relevant at unexpected times and places.
- Figure out your greatest influencers. Engage them online. Speak to consumers on an emotional level by evoking poignancy, humor, outrage, compassion and any feeling that urges someone to act (translation: click, connect, buy). This works even when an event that a campaign has linked to has passed because its touched a deeper meaning for the consumer.
- Think next steps. Do this before next steps are necessary. Data culled can spark creative that escalates the discussions customers are already engaging in online. Think what next? Create ads that speak to what customers are already talking about.
- Monitor carefully. Watch social trends and what potential consumers are saying about themselves. Search key words and use them to your brand’s advantage.
- Keep eyes on the competition. We need to look at what competitors are doing, what consumers are doing, what consumers are telling each other about what they are doing—all in real time.
A social marketing campaign can’t—and won’t—evolve without a grasp of social intelligence.
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