The Social Media Crystal Ball: What’s In Store for 2015?
Since social media came onto the scene years ago, it’s been changing the opportunities marketers and brands have for connecting with customers. As 2014 comes to a close, it’s a good time to predict what may be around the corner for these powerful platforms. Here’s a look at what might be coming around the bend with social media in 2015.
A Peek Behind the Curtains
One important component of social media is its ability to make brands relatable. Many companies use these channels as their primary way of reaching out to customers, answering questions or concerns and laying the foundation for relationships. Social media has essentially taken brand interactions to a level of friendship, making consumers more likely to engage with the companies that do it well and less likely to buy from those that are inactive.
In 2015, it’s reasonable to expect that brands will put a focus on making themselves even more approachable. Through posting pictures of internal functions, behind-the-scenes glimpses that reveal company culture and photos of your office space, you can humanize your brand. Lifelock is a good example of a company that’s doing this. The identity theft protection company regularly posts pictures on its Facebook page, which let prospects get a feel for its culture and the personalities within the company. If you want to make a splash via social media next year, try doing the same.
Personalization makes an impact. This is clear. Even quasi-personalization can net powerful gains. Coca-Cola’s marketing campaign recently printed individual names on its cans. The brand saw great success from this, as people excitedly snapped pictures of themselves next to their “custom” cans of Coke to post on social media.
In 2015, social channels are likely going to be used for increased individualized marketing initiatives. The more that your company can zero in on customer differentiators and cater to those specific preferences, the more success you’ll have with selling. People want to feel special, so let your social media channels be a way to fill that need.
Cross-Channel and Maximized
More than 80 percent of senior marketers feel that a cohesive customer journey spanning all channels is highly important, according to a Salesforce.com report. With this in mind, it stands to reason that social media will be used as a key prong in cross-channel campaigns. The goal is to use your web presence for amplified impact, by backing each effort with echoed sentiments from your other digital channels.
Compassion International, a child sponsorship program, is a great example of a company that masters this. Its Twitter posts frequently tie into timely trends like #GivingTuesday, and then offer a link to redirect followers to a landing page. This is far more influential than the post or the landing page would have been alone. Expect to see more lines blurred between channels next year, including social media, in order to maximize marketing.
If you’re looking for ways to see big results in 2015, look no further than social media. By using the platforms to humanize your brand, relate to buyers, personalize interactions with customers as much as possible and take advantage of cross-channel marketing, you’ll be leading the pack next year. Cheers to a social and profitable New Year.
Executionists can help your business gain visibility and credibility on social media channels. We can set up the channel, strategize engagement and maintain your social media accounts for you. Contact us for a free holistic review of your social media opportunities.