Using Social Media in Crisis

The internet has changed our lives in so many ways.  The way companies respond to customers is no exception. If there was a crisis the business had at least 24 hours to deal with the problem. Now that time is cut to about an hour.

Immediacy is the big change and also the need to offer information. Eurostar has used Twitter as a marketing tool. Yet during the break down in the tunnel it avoided giving feedback via social media. This frustrated consumers who needed to know what is happening.

The way Virgin dealt with a train crash in 2007 is seen as best marketing practice. Get straight to the issue, confront the problem, be direct and sort the fall out. This is where Toyota suffered. They did not deal with the problem as a whole, it was a drip drip drip approach. Avoiding the issue never solves anything. They are fast becoming the way not to manage the crisis.

Steps for Using Social Media in Crisis

Be direct, clarify the extent of the problem

Confront the issues

Offer a solution

Take responsibility for communication. Social media really works very quickly so make it work for you. Or consumers will use social media against you

Marketing Case Study-Media Multitaskers

This marketing case study briefly outlines the differences in the way in which we use the media and how our daily use of technology has changed the way we live. The marketing question is how can this be translated into greater understanding of the consumer. That will in turn help us to be much more effective with the marketing tools.

We sit on the sofa with the TV on and flick across channels. We are also on the laptop surfing and chatting on line via Twitter and then the mobile rings and we text back. We might even be downloading the latest iPhone app. The development of Sky Plus lets us pause to make tea and fast forward through the adverts.

How life has changed and with it the way in which media is used and how we shop. As I write I have just txt a friend for a coffee and Facebooked another while watching the TV. All very interesting but the implications and lessons for marketing are the key here.

Evidence suggests that we are open to new ideas and to change and try new products, offers and brands. This makes us fickle and a bit of a strawberry tart. We are much more likely to use comparison websites and customer reviews. Indeed if I am booking a hotel Trip Advisor has become a favourite. Just love the comments and that puts the gloss from the hotel in a whole new light. Those hotels that get good reviews get my booking.

Lessons for marketing students
* Understand the multi tasker, look for integrated and multi media

* Focus on fabulous customer service, in reviews really good is rare and makes the review headlines

* Use the social networks, they are not just for chatter but business

* Be quick and move with the times, multi taskers are early adopters and move with the times. Don’t fall behind and wear last seasons fashion

* Communicate and build relationships

Multi Media Tasking- Free Marketing Lessons

As consumers increasingly watch TV and use the internet simultaneously, marketers must think creatively to get their brand messages across to the surprisingly wide spectrum of media multitaskers.

Picture the scene. We are on the sofa, watching tv on an evening. This is unlikely to be our only activity. We maybe playing a game on the Wi, or emailing, Twittering etc. We have the attention span of a nano second. The days of watching an advert on tv and giving it our full attention are long gone

We are much more likely to buy online and use comparison websites to tell us which hotel to stay in. We tend to believe Trip Advisor etc much more than the corporate site of the hotel.

The media multitaskers buy more online compared with those who do not media multitask and are more likely to change their mind about a brand following online research. The EIAA calls this generation of multitaskers “super consumers”.

This is not just for the younger age group. Media multi taskers has increased dramatically in the 45-54 age group. This groups are more internet savvy, they join groups, shop, chat, and play games such as bridge

‘Media multitaskers’ minds are ripe for moulding, according to the study. Almost half (48%) of multitaskers admit to actively changing their mind about a product compared with 36% of non multitaskers’. Marketing Week

This consumer changes their mind but is also more open to new ideas and brands. So the marketers need to focus on the brand building and benefits to the consumer. The more involved the purchase the more difficult this becomes. We might happily try a nee fmcg product but tearing us away from a brand we might have bought over and over such as a car.

Use of multi taskers and multi media are key to the success in marketing in the current climate. Research is conducted in much greater depth and we chat on line. Happy to pass on our views and share the good the bad and the really ugly, in glorious colour

Marketing Lessons For a marketing assignment or marketing exam, build the multi media strategy, focus on delivering the brand values, don’t just promise fabulous experiences, make sure that happens. The online presence the growth of social media simply cannot be underestimated. Companies that manage this well will surely reap the rewards

Social Media- Marketing Strategy Tutorial

Social Media Matrix

We have seen the rapid rise to fame of Twitter and Facebook. Everyone is using it in some way or another. For business today it is essential that we are able to keep up and make the best use of the budget in difficult times. I came across Social Media Matrix. it began to make sense and the links from Twitter to Facebook and UTube are the keys. Take one as the focal point for your campaign and then feed the others in. Use Utube for videos of your product and think of it as your own personal TV channel.  Facebook is the newspaper and print while Twitter is the pre business chat. All very interesting.  The question is making the best use for business.  Try not to think about social media as a selling tool but as  longer term relationship building

Check it out here

https://touchstone.infusionsoft.com/go/SMM/Suzanne1

Open Golf Sponsorship

The sponsorship of key players, such as Watson, Westwood etc is a huge opportunity for businesses to target customers. Consider the amount of  air time they receive by being a contender  for the Championship.  Hours and hours of prime coverage and that is much more cost effective that buying media space. Also viewers don’t feel that they are being sold to, it is more subtle.  The competition at the moment is to count the number of sponsors that each player has. Any advance on 7 on a shirt?

There is an opportunity to develop specific relationships with the younger players such as Rory McIlroy. He could help to reach a much younger audience who are really difficult to access. Golf is certainly moving with the times. Check out the use of social media such as Facebook and Twitter by the Open Championship and also by the individual players.