In today’s world the consumer is referred to as the C (connected) – Generation. They transact, share and browse anywhere and anytime via multiple devices.
It is a significant power shift – from traditional media pushing information out in a centralised manner. Social media provides more choice, so relevance is more critical than ever, as it is the consumer that pulls information in a decentralised manner.
Social media tools, such as the top 4:
Facebook (15M AU users), YouTube (13.8M unique AU visitors), WordPress (5.6M AU users) and Instagram (5M AU active monthly) can play a big part in boosting brand awareness, generating leads, engaging customers and building loyalty. It’s also worth considering how to use social media to improve employee engagement. An example is L’Oreal, who traditionally used employee testimonials to attract new talent, but then found this approach wasn’t working.
A Nielsen study found that while consumer trust in brands is falling, recommendations from friends and family is stronger than ever. This was the basis for L’Oréal’s strategy: The idea that people would trust their peers on social media when it came to L’Oréal being a great place to work.
L’Oréal created a hashtag to get people talking about their working lives on Instagram. #LifeatLoreal was initially designed as a way for corporate communications to find out what was going on in the various offices across the US: What the fun events were, what the culture was like, etc. This resulted in a great deal of external exposure. “Suddenly we saw an opportunity,” says Alexander Onish (Digital Employer Branding Manager at L’Oreal).
A large campaign went out encouraging more employees to share their experiences, with prizes and the chance to be featured on L’Oréal’s social channels.
Onish believes the key to success is to have a proper social media policy in place. “Social media policy is not about blocking Facebook at work,” he says. “It’s about telling people what is important on social media, and why, and putting the tools and tactics in place to help them use it in the right way.”
“Don’t just say what they can’t share. Instead, define the things you do want them to share and show them the official and safe way to do it.”
Before embarking on a Social Media Strategy and Plan, you need to ensure the organisation is ready for it.
AMI readiness checklist:
Like any strategy, it’s important to track progress and ROI. Based on your goals and measures, decide what you want to measure and how you will measure success. Some basic analytics exist and there is also a variety of tools and software packages that can be explored.
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