How to maximise social media for consumer tech brands
Despite what Wetherspoons might have you think, social media continues to be a key part of most companies’ marketing strategy. With nearly 2.62 billion predicted to have active accounts worldwide by the end of 2018, it’s where you’ll reach the most people, but your campaigns will need to cut through plenty of noise.
To make your brand heard, maximising the effectiveness of your social media campaigns is key. Each platform has its own pros and cons with each changing and updating at a frightening pace. The recent introduction of IGTV by Instagram allows users to upload videos up to an hour long, before which the time limit on a video post was just one minute. This is an example of a major update to a platform that opens a world of new potential.
We’ve put together five key points to consider for making the most out of social media for consumer tech brands.
1) Develop your communities
The term ‘social media’ didn’t come out of nowhere. The whole point of having a social media platform is to engage with and build communities, while increasing your brand awareness along the way. Using and developing groups that will love and interact with your consumer tech brand will result in an army of followers that will sing your praises to the high heavens.
For our client AfterShokz, one such way we have engaged with its running community is by organising a series of takeovers with running influencers.
A recent example of this is our work with the UK’s most influential running community on Twitter, UK Run Chat. We teamed up with them for three takeovers of their channel to coincide with the London Marathon, each one hosted by a key running influencer.
These resulted in nearly half a million impressions around takeovers and added plenty of new followers across Twitter, Facebook and Instagram.
2) Stay on top of trends and use different types of media
With so many brands posting on social media and so much content available, standing out from the crowd is key.
Keeping up with trends allows for brands to engage with their audience in different ways. The introduction of IGTV for example on Instagram means that longer videos can be posted alongside the shorter stories, lending itself to the likes of ‘how to’ uploads.
Although not strictly consumer tech, Nasa is one brand nailing IGTV. Its high definition tour of the moon is an example of the company using the extended time allowance on IGTV to great effect, creating an immersive and visually stunning piece of content on the platform.
Video in particular is a form of media that continues to grow and grow, and if done well is a great way of engaging with your audience creatively. GoPro is one of the standout brands regularly posting videos, creating content that resonates with its fanbase and positions itself as a leader in the market.
3) Have an efficient community management system in place
Looking after your audience on social media is a simple way to maintain interest and satisfaction. Research by Groove shows that happy customers might tell nine friends about their experience while unhappy customers, on average, tell sixteen. Keeping your audience happy has a direct link to sales and brand perception.
As your consumer tech brand grows, it’s inevitable that the volume of requests will also increase. This doesn’t have to be a daunting task initially however, with the option to either hire someone new internally or pass on to your communications agency.
At Ranieri we look after a number of our clients’ social media accounts and handle their community management, and have seen first hand the importance of brands maintaining a dialogue with their audience.
4) Tie it in with your wider communications campaigns
Social media for consumer tech brands should be seen as part of a much wider communications strategy. Services such as content marketing, PR and influencer marketing should fit seamlessly into your social plan, aiming towards the same goals and all benefiting the business as a whole.
One way of ensuring alignment is by repurposing content across each of your services. Assets from PR campaigns will often lend themselves to social and should be used, not only saving time but also resulting in brand consistency.
Influencer marketing is another service that will provide plenty of content for your own social campaigns. Posting assets from relevant influencers, such as our sharing of imagery from running influencer Ben Parkes on the AfterShokz social accounts, will allow you to add a new personality to your pages, tying in two separate services and maximising your impact overall.
It's a very special #MedalMonday. We wanted say a huge congrats to everyone who ran a very melty-hot @LondonMarathon yesterday. In soaring temperatures, under a burning London sun, all you brave runners – including our very own @benparkes – got out there and showed how it's done. There's no such thing as an easy-won marathon medal and yesterday that was more true than ever. Here's to you inspirational runners… #VLM2018 #BeOpen
5) Monitor your performance
Monitoring performance is about more than just compiling a report at the end of the month and sending to the client. You need to be continually analysing what works and then amending campaigns so the effect is maximised.
Using tools such as Sprout allow brands to easily track how social campaigns are running, offering insights into metrics such as impressions, engagements and clicks. These tools also enable users to respond to messages received from its platform, an incredibly useful tool when trying to stay on top of your community management.
Continual monitoring also allows brands to be more reactive. The social space is continually changing, and keeping a close eye on what’s working means you can be more flexible and keep up with trends much more fluidly.
Are you a consumer tech brand looking for help making the most out of your social media? Drop us a line at firstname.lastname@example.org!
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