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MediaPost Publications 3 Things Auto Brands Need To Know About Social Media Marketing

MediaPost Publications 3 Things Auto Brands Need To Know About Social Media Marketing | consumer engagement | Scoop.it

Auto fans can be fickle, unfaithful, fair weather "friends."Particularly in luxury cars, the average engaged fan -- someone who has liked, shared or commented on content within a 30-day period -- has also engaged with seven other luxury brands that same month. Also, only 15% will come back again next month in luxury.

 

Non-luxury fares better, with the average non-luxury car brand such as Nissan, Ford, or Mazda seeing 1 in 4 engaged people return to interact with content month over month.So while it can be tempting to focus on "likes," "comments," "shares" and "retweets" when measuring social content, many auto brands must also think about retaining their engaged users month over month, and encouraging them to go deeper with their brand in order to build long-term value....


Via Jeff Domansky
Sally Katsuta's insight:

Thats very true that Auto fans can be changeble and hard to get consumer engagement, especially for Luxury cars. because auto cars are luxury products and consumers will put more engagement or focus on searching and purchasing rather than post-purchasing process. Thus, I agree with the importance of social media marketing for those products well to reach customers who are in the process of searching and evaluating car brands.We can also expect the consumers to have WOM after purchase but as the author said its not last long---this is why social media marketing is essectial as well. Thats interesting to know that non-luxury and luxury cars actually have different promotion ways to introduce their products too. thanks!

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Jeff Domansky's curator insight, September 13, 2013 1:39 AM

The advice for luxury brands applies to any marketer. Useful tips.

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Rescooped by Sally Katsuta from Public Relations & Social Media Insight
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MediaPost Publications 3 Things Auto Brands Need To Know About Social Media Marketing

MediaPost Publications 3 Things Auto Brands Need To Know About Social Media Marketing | consumer engagement | Scoop.it

Auto fans can be fickle, unfaithful, fair weather "friends."Particularly in luxury cars, the average engaged fan -- someone who has liked, shared or commented on content within a 30-day period -- has also engaged with seven other luxury brands that same month. Also, only 15% will come back again next month in luxury.

 

Non-luxury fares better, with the average non-luxury car brand such as Nissan, Ford, or Mazda seeing 1 in 4 engaged people return to interact with content month over month.So while it can be tempting to focus on "likes," "comments," "shares" and "retweets" when measuring social content, many auto brands must also think about retaining their engaged users month over month, and encouraging them to go deeper with their brand in order to build long-term value....


Via Jeff Domansky
Sally Katsuta's insight:

Thats very true that Auto fans can be changeble and hard to get consumer engagement, especially for Luxury cars. because auto cars are luxury products and consumers will put more engagement or focus on searching and purchasing rather than post-purchasing process. Thus, I agree with the importance of social media marketing for those products well to reach customers who are in the process of searching and evaluating car brands.We can also expect the consumers to have WOM after purchase but as the author said its not last long---this is why social media marketing is essectial as well. Thats interesting to know that non-luxury and luxury cars actually have different promotion ways to introduce their products too. thanks!

more...
Jeff Domansky's curator insight, September 13, 2013 1:39 AM

The advice for luxury brands applies to any marketer. Useful tips.

Rescooped by Sally Katsuta from The Marketing Technology Alert
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How to connect with a lead found on social media | @HeinzMarketing

How to connect with a lead found on social media | @HeinzMarketing | consumer engagement | Scoop.it

Condensed...

 

So how do you build that rapport and start the conversation? The following touch points and tactics will guide you through the next steps.

 

Light Touch

A light touch is normally very quick and only takes the click of a button. Follow your lead on Twitter, favorite their Tweet, Share/ReTweet their content and view their profile on LinkedIn. This gets you noticed and builds some rapport as you are endorsing their content on the social web. This gets the lead’s attention and they start to wonder about you.

 

Medium Touch

A medium touch is a reply to a post/conversation that your lead started. The goal is to get them talking to you so that you can move the conversation towards the product or service that you have to offer. There are three components to a good reply on social media sites:

Address the lead by name so it feels personal.Make a comment on the topic of the initial post.Ask a light question that is easy to answer in a few words. It’s best if this question helps to move the conversation towards your area of expertise or if it helps uncover the lead’s problem/needs.


Heavy Touch

A heavy touch gives you the opportunity to tell the lead a little bit more about you and your company. This can be the quickest way to get straight to the point and enter the transactional portion of the sale. You can leverage this tactic by calling the lead directly, emailing them, Facebook Messaging or using a LinkedIn InMail.


Via iNeoMarketing
Sally Katsuta's insight:

Great topics and I agree with this three important steps as it creates good relationship with customers. Social media is convenience and I personally feel more secure in order to know about products or services rather than face to face promotion. I had some experiences 'Light Touch''Medium Touch' and 'Heavy Touch' through my tweeter, facebook and own blogs. It was really natural and also felt connection with the company somehow as they personally contacted with me. 

 

This three steps will definitely be essential for consumer engagement in the future.

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iNeoMarketing's curator insight, August 1, 2013 11:57 AM

Jill Rowley's February post in the Eloqua blog introduced all of us to "Always Be Connecting" and it's a notion that needs to be a steady part of every salesperson's strategy. The scoop above gives you a quick overview on the three different ways to approach a potential opportunity.


  • See the article at www.heinzmarketing.com
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Analiese Rands's comment, August 14, 2013 6:22 AM
I agree with Sally as the 3 steps are important and essential with consumer engagement and i myself have experienced the 3 steps aswell. great article and topic.
NatalieHuynh's comment, August 22, 2013 5:15 AM
I agree with You Sally, it is really important to know and understand the 3 steps as it it useful and essential with consumer engagement. Great Article Sally
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It’s Time!! Discard Age Old Approach To Email Marketing

It’s Time!! Discard Age Old Approach To Email Marketing | consumer engagement | Scoop.it
Many of us are still stuck in the age old approach of email marketing and some where it’s not our fault. The reason can be held back to the old batch and blast email service provider (ESP). Now man...
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