Studying Companies Doing Social Media Properly and Understanding the Method 1
The other day, a religious reader of this well followed blog of ours told me she found the insights and methods on Zapos and Ford Motors helpful and inspiring, this gladdened my heart, as I am glad that finally many people like my friend have understand that you do not fight the top, rather you learn from them so you can join them.
I will not have been able to draw this article without the guidance of the social media experts that made this research on the following companies available. Trust you are ready to devour the information on the following companies with the hope of you following these steps, hence your company can witness similar or better level of successes these companies have made.
Cree is a business-to-business company that sells energy-efficient, environmentally friendly, industrial LED lighting. When you think of social media marketing, you wouldn’t think that an industrial lighting company that sells LEDs to grocery stores would be shining; however, Cree is extremely social-savvy.
Cree knows how to make their customers’ experiences fun, social and interactive. In their “Cries for Help” section, they encourage companies to showcase their terrible lighting on their site. It’s a fun way to make light (no pun intended!) of their bad lighting situations in their offices.
In addition, Cree provides valuable content to pique their audience’s attention. With articles such as “What happens if a baby holds a Cree light bulb?”, they’re able to speak to their audience in a way that grabs their attention and gets them involved. Great content is the key to a happy audience.
Also, Cree knows the value of social proof. When you become part of their environmental movement, you get to display a badge on your site that says, “Take the pledge. I joined the LED lighting revolution.” This is a great way to build community with your audience and get great viral exposure for your company.
San Chez Bistro
San Chez Bistro is a tapas bistro and restaurant in Grand Rapids, Michigan.
Just like Martell Home Builders, they’ve taken social media and infused it with the needs and preferences of their local audience. San Chez encourages their patrons to use Twitter to reserve a seat at their restaurant. They call it “Tweet-Ahead Seating” and it’s a great use of social media local marketing. Once you tweet your interest in a reservation, the online hostess tweets you back with a message similar to this: “Great, you’re on the list. See you in a little while.”
With the number of smartphones on the rise, San Chez knows they can reach even more potential customers if they make access to their restaurant easy and quick. By combining smartphone capabilities, social media and local marketing, they were able to create an extremely successful marketing campaign online.
In addition, San Chez Bistro utilizes Foursquare to gain even greater viral visibility. Foursquare, one of the top location-based services out there today, allows people to check in with their mobile devices and let all their friends know where they’re currently spending time. It’s fun for the fan and powerful exposure for the physical business.
Tip: Remember that you’re not selling to other businesses or to “consumers,” or companies but instead you’re always selling to real people whose buying decisions are driven by emotion. Speak to that emotional side, as Cree has done by infusing the hot buttons of bad lighting in the workplace and people’s passion for environmentally friendly products. Find your cause and use it in your messages and share it on your channels.
If you’re a local business, consider customizing your Foursquare page and adding an incentive for social media check-ins. It’s great exposure for you and makes your patrons’ experience in your establishment more fun and interactive.
Hope you find this educative as well for your companies. Do not forget I am always eager to welcome your comments.