Most forward-leaning brands have social media teams utilizing social listening software to aggregate, filter, sort and manually interact with conversations. These types of platforms have become essential for brands to be aware what their potential customers say about their brand-at scale.
And even though this is a good start, brand marketers ought to be doing more to drive engagement as well as business outcomes at scale in social media. Automation, whilst often seen as a dirty word within social media marketing sectors, might help.
Hands free operation and one-to-one marketing
To push greater amounts of engagement, social media marketers ought to reply at scale with content in response to particular actions. Let’s call all these triggers. The triggers could be individuals posting about a particular person, hashtag, photo or even topic. And the content might be anything from a behind-the-scenes video, to points, promotional codes, contest entries, concert tickets and more. You get the drift: Any digitally deliverable thing could be sent right back to people.
Whilst the merits of the approach are manifold, it’s the use of automatic trickery that frequently creates difficulties for social media marketers. To reply in real-time and at scale with content in response to triggers, marketers need social media marketing automation software. They need the ability to listen for certain actions and automate responses to people who bring them on.
However I understand that automation could be a frightening word for social media online marketers. All things considered, a lot of us grew up in the field as community managers-as people given the job of creating, taking care of and growing human relationships with our customers-which initially blush appears anathema to automation.
The email parallel
However, before you decide to give up on the concept of automation entirely, let’s take into consideration how email evolved. I don’t think anybody would deny that e-mail has evolved to become the workhorse of one-to-one marketing, but yet how many marketers devote a full day e-mailing people singularly? They simply don’t. Instead, they will use automation and data insights to deliver individualized e-mail at scale for their clients. And, it works.
For instance, Safeway creates individually tailored emails with various versions of deals based on customer opt-in choices and their shopping routines. Safeway’s e mail program produces a 224 percent greater click-through rate and a 330 percent greater click-to-open rate compared to industry average. And this is just one example from the majority of how e mail automation coupled with data insights is actually delivering increased involvement and loyalty for brands.
Automation and social media marketing
“This is ideal for e-mail, but social media automation software just isn’t mature enough yet.” This is an additional problem I often hear. However, social media automation software has evolved to attain the point that e-mail automation has.
For example, social media automation equipment have the ability to segment users and send the right content material, at the correct instant, back to the right individual, all in real-time. And all of this can be done by using complex rules including influence score, frequency, language translation and geo-fencing.
Social media automation has continued to develop to efficiently handle the level and sophistication of automation brand marketers need to have.
Certainly, the next evolution of social internet marketing will be to take a page from email and apply automation to further engagement as well as one-to-one marketing. For example, Marriott, a leader in this space, utilizes automation to reward customers active in social media within real-time. It targets social media users that mention the brand and provides them customer loyalty points which are instantly added to their accounts. Marriott finds this strategy has ended in one hundred percent conversion rate.
Be a little more strategic
The final dilemma I hear from from social media internet marketers about adopting automation is much more personal; many are afraid that automation will in some way take over their job plus sideline them. To address this problem, let’s look once again at the development of email marketing.
Automation has allowed e-mail marketers to become a lot more strategic contributors to the small business. Rather than sidelining them, e-mail marketers have incorporated automation-email and automation technology is utilised by 82 % of business-to-business and business-to-consumer companies-and according to the Data & Marketing Association, a lot more than one-half of its surveyed marketers foresee their company’s spend on email will continue to on the increase.
Nobody would deny that automation has achieved positive results e-mail marketing, nor would they venture to get rid of e-mail from the greater marketing mix.
In much the same way, social networking automation has the capacity to help social media marketers become even more strategic within their business contributions. Automation will not only help deliver responses at scale in real-time, but it can collect important data points to help these marketers continuously enhance their processes and marketing communications, delivering in a measurable way increased engagement with clients and potential customers.
Just like email, social networking automation is not an all-or-nothing prospect. E-mail marketers continue to have the ability to-and do from time to time-email folks independently. Similarly, social media have the opportunity to manually moderate and react individually to their community participants. The main difference is that they can spend more time on strategic activities, saving the one-to-one communications for those instances where it can make strategic business sense.
Currently, only 5 percent of a social media marketer’s work is automated. But automation has the power to push greater customer engagement at scale while giving brand internet marketers important information and insights to further and refine their efforts.
More and more brands are beginning to accept automation as being the next advancement of social internet marketing, finding that automation isn’t a four-letter phrase, but rather a benefit to building business-impacting consumer associations.