Social Media Week 2014
Cram 150 social media enthusiasts into the same room and you’re bound to get inspired, which is exactly what happened at New York Social Media Week. Mpire joined the conversation on “The Future of Now,” a look at how technology and humanity converge in an increasingly mobile world. The symposium featured panel discussions, workshops, and product demonstrations that affirmed the need for content that engages consumers across multiple social channels — content such as Mpire’s Soda SHAQ Basketball augmented reality game, AriZona Golden Can photo contest, and forthcoming Skinnygirl #ispysparklers initiative. Perhaps the most surprising takeaway from the week? SMWNYC is so hyper-connected, even the elevator tweets.
Below, the top seven things to know about social media marketing in 2014.
1. Content is Still King
Social media offers a unique opportunity to humanize and personify your brand, but it’s not just about promoting your business and products — people don’t remember marketing ploys, they remember stories. To inspire a following, create authentic, emotional content that resonates with your consumer. After all, if you wouldn’t share a post, your audience won’t either.
2. Embrace The Mobile Revolution
Social media forever changed content marketing, but mobile technology drastically accelerated the scale of social media. Consumers are no longer bound by the former limitations of time and space; they expect to be able to effortlessly digest and share content across all devices 24 hours a day. That means if your content is not yet optimized for mobile, it’s time to keep up with the trend.
3. Start (and Sustain) a Conversation
Sure, any brand can launch a social media campaign, but not every brand can sustain a conversation across multiple social channels. Communicating with your target audience isn’t just an afterthought. More than ever, consumers expect a two-way relationship. A good rule of thumb is to not avoid conflict or shy away from addressing negative feedback — effective communication is all about transparency, authenticity, and frequency.
4. Listen To Your Audience
You’ve heard it before, but it bears repeating: communication is as much about listening as it is about responding. Never underestimate the inherent value of listening to your consumer base. Address customer service queries on Twitter, engage with comments on Facebook, reward your brand ambassadors on Instagram — not only will you build more meaningful relationships, but the insight mined from social activity is actionable and can boost your bottom line.
5. Harness the Power of UGC Content
We predict that the most memorable social campaigns of 2014 will leverage the power of consumer-centric experiences. Studies show that “word of mouth marketing” is more effective than traditional marketing tactics, and more brands will look to integrate user-generated content as a way to bring consumers’ offline experiences into online communities. By incentivizing users to create and share content — photos, videos, tweets, etc. — you can amplify positive impressions and encourage consumers to live your brand.
6. Focus On Data-Driven Creative
Chasing after “likes” and followers isn’t going to get you anywhere. Before launching a social campaign, first define your vision and key objectives (whether they be increased sales, insight into target markets, new business leads, or brand awareness), and then develop metrics to measure success. Use these metrics to quantify the relevance of your social initiatives and inform future strategies.
7. Integrate Your Social Media Strategy
Social media marketing continues to be siloed, separated from other marketing initiatives. If your print ads, TV spots, and email marketing campaigns aren’t integrated with your social media strategy, you’re doing it wrong. Consumers expect a seamless customer experience, both online and off, and the only way to achieve this is through a converged media strategy that’s aligned across all marketing channels.