Global Social Media Marketing Platforms
How social media marketing platforms have changed the business communication ecosystem?
Marketers don’t need to be told the global social media platforms have altered the business landscape forever. Business communications and marketing have been made easier and more penetrative since now companies, be it in the B2B or B2C sphere, have direct access to their core customers and prospects. The interaction is intimate and as a result companies now get an opportunity to personalize and customize their offers to suit the needs of individual or small, homogeneous groups of customers. Today everybody can be an influencer and content creator. So, marketers not only target their customers but also target these influencers and thought leaders who could also be their customers or prospects. The reach and impact is far greater than what mass media channels like TV, radio or newspaper can provide today, especially in the developed parts of the world. The resource utilization has been optimized and the results are quantifiable. Social media platforms also provide greater clarity, accountability and transparency. Views can be challenged and debated. Since everybody is a journalist in the social media landscape, news can be created and propagated. Marketers can create their stories and content and the influencers and internet users can make these go viral in no time. The downtime is zero for an advertisement or message as the social media platforms are never idle. Also, market segmentation is far easier and a number of new parameters have been added to the armory of marketers after the rise of social media. Social media channels allow you to create multiple campaigns simultaneously, based on different budgets, needs, demographics, target market or just for testing purposes. Compared to the penetration and reach, the cost is negligible and the ROI is far greater than traditional channels of communication. According to this Statista post, Facebook is the most popular website with over 1 billion registered accounts as of September, 2016. However, social media platforms like Whatsapp, blogging site Tumbr and photo sharing website Instagram are all growing at a phenomenal pace and all of them have over 500 million active users. China’s WeChat, QQ, Baidu Tieba and Sina Weibo are not to be left behind far and are doing extremely well themselves, even appealing to a global audience much like the American technology giants. According to this SmartInsights post, Facebook is the most engaging social media platform according to the US consumer panel report from ComScore. When it comes to interaction per 1000 followers, Instagram rules the roost. Although each social media platform has something unique to offer and appeal to different target groups, there is a huge overlapping area between each, especially when you count the millenials and the Gen Z. As a marketer, you will have to keep a close watch on the updates and new developments made by the following social media websites.Google Plus
Google, the most popular search engine in the world, which happens to be the primary search engine for over 70% of the global internet users, is also the creator of a successful social media platform. Google Plus, its popular social media platform, has over 500 million registered users according to this HubSpot page. According to the same page, 15% of the marketers who leveraged this channel were successful in converting a lead into a customer. Google Plus is a social media site which allows users to add and segment their acquaintances according to circles like family, relatives, friends, casual acquaintances and many more. Their activities, stories, content is posted on the homepage i.e. the wall of the user, much like Facebook’s timeline. Google Plus also offers a unique opportunity to businesses. They can get their influencers, prospects, customers and other stakeholders to stay updated with knowledge about their business and the latest developments by adding a Google Plus Business page. Useful tutorials, content and descriptive articles covering a wide range of subjects are shared on these pages. Marketers can also put up contextual or native adverts as well as display and PPC ads. But what makes this social media platform standout? All the posts and +1 content get indexed by Google crawlers which then create indexed pages with a link to the content. This has SEO benefits because frequent crawling and indexing leads to higher page rank and a greater number of organic inward links. Shares, likes, ‘love’ or re-tweets are often evaluated internally by a company and since much of this information is inaccessible to Google crawlers, the indexing takes time and hence, chances of ranking high on Google quickly also diminishes. Google Plus is about passionate people and those who love to thrive in communities. It is ideal for products which work best when shared!SlideShare
Although SlideShare has one of the highest number of active users, according to this report, almost 85% of the digital marketers fail to utilize its potential. One reason is that unlike other social media networks it is impossible to lead a conversation-style interaction or get feedbacks. However, content marketing is one of the most important tools that marketers today have and is highly effective in driving organic search as well as native advertisements. SlideShare has a huge potential in that respect. It is a low cost tool with great return potential. You can get started by simply adding your Facebook or LinkedIn profile and start uploading quality presentations. It is ideal for targeting B2B customers and also professionals who want to understand the philosophy of your business and the exact science behind your product. It is a wonderful search tool and helps your customers find content by creating organized lists. It can help you create thought leaders out of your company executives. Just share their speech and thoughts with relevant keywords stuffed in and you can expect to get views, shares on other social media channels and also traffic to your landing pages on your website. Your executive’s expertise goes beyond the board room and company events and goes viral quickly. The performance of your SlideShare content strategy is highly measurable and can be measured from the number of downloads, views and shares using the site analytics available to you. Slideshare also supports multimedia and you can upload your documents in ppt, pdf, jpeg, videos and many other formats. Slideshare Pro, allows you to integrate your Slideshare account with your CRM and helps you to generate leads without even leaving the social media space. According to ArtilleryMarketing, SlideShare is the YouTube of slide sharing websites!YouTube
YouTube is the most popular video-sharing website in the world. You can leverage videos to connect with your customers readily. Speaking in a conversational tone is always better than writing. You can upload interesting videos, demo or explanatory videos or even advertisements that are loved by your audience. Being the second largest search engine, content is optimized to be found by your audience. Being owned by Google, many of the videos are easily crawled and indexed and appear high on the SERP. You can also include keywords in the description and optimize it from the SEO perspective. It is also the third most popular website in the world and even a fraction of this traffic diverted to your website can boost footfall in your website by a huge margin. The higher the subscription, the higher the level of engagement and higher will be the chance of conversion. YouTube videos can be embedded in your websites and blogs and brings you inward links as well as traffic. The interaction and relationship gets an emotional and personal connection as you can explain, demonstrate and show the benefits of your product and how it solves problems. You can also share videos of events and product launches and thus promote the personality of your brand! You can also create promotional videos or short films propagating your brand philosophy, mission, introducing your top leaders and giving your business a face! You can amalgamate, videos, audio cues, text cues, images and make it a truly multimedia production.Vimeo
Vimeo, like YouTube, is a video sharing and hosting website. Although Vimeo has a lesser reach than YouTube, it is ideal for reaching a niche audience. But since Vimeo doesn’t allow ads to be published when playing a video, it has a higher click through and open rate. The bounce rate is also lower and the quality of content is much better, since it caters to a niche audience who neither post nor subscribe to below par video content. They are also serious viewers and can offer constructive opinion. You will have access to basic statistics for free and also advanced statistics for a small price and the performance is highly measurable and quantifiable. Pro or Business Account holders not only have the option for embedding clickable links which can then drive the traffic to a landing page or a blog or social media subscription page but can also collect information like email addresses and names (optional). You can create targeted email marketing campaigns where you send similar information and enjoy a high mindshare. You can share high quality videos and also add members to your account who can collaborate and lend their expertise to view, create and/ or manage your videos.Youku
Youku is a China-based video hosting service. It is one of the most popular websites in China and is compounding at a phenomenal rate annually. Although search engine company Baidu’s iQiyi has overtaken Youku in terms of popularity and monthly visitor count, it still remains a popular choice in the highly fragmented media scene in that part of the world. It provides a host of data and statistics to help businesses track their performance. It is a highly responsive site, which is a major advantage in China where customers and prospects tend to use multiple devices to access the internet. Youku Tudou Inc is also expanding globally at a rapid pace as it is entering into strategic partnerships with dominant local players in key international markets and hence they can provide an integrated experience to businesses who can use either of the platforms to get the same benefits. This has increased their active user base exponentially. As a marketer poised to enter China, you can’t ignore Youku. Rather try to tell your brand stories, promote explanatory and demo videos and drive engagement. At Globibo Media, we take an integrated media approach when promoting businesses. Our in-depth knowledge and understanding of multiple social media platforms, creating campaigns and marketing efforts that work seamlessly across platforms lead to resource optimization, quick expansion of the follower and customer base and strong connection. We can handle a number of analytics metrics and interpret the results for immediate consumption in your boardrooms. To know more about our integrated social media promotional services, give us a call.- Event Registration
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