Social media marketing
How do you turn fans into customers and customers into fans?
An empty chair in the conference room for the imaginary customer – this strategy by Amazon founder Jeff Bezos is viewed as the origin of Customer Centricity. The secret lies in building relationships – between brands and customers, but also between companies and multipliers. It’s from these networks that synergy effects arise on paper, along with a much more important factor: emotional connections between people. In order to generate relevance to a person and added value for a company, reach and the necessary insights are both crucial factors. Creating the right mix here makes for a seamless transition between customers and fans. This interaction is only possible by building a strong community – both in the background, via collaborations in the B2B area, and in the foreground, via social media in the B2C domain.
Nowadays, content can no longer simply be sent out. It’s about listening to and interacting with the community through social media. “Love brands” are not created through Valentine’s Day posts and lots of likes. What’s needed is a perfect mix of unique content and shared expertise, dialogue and ultimately also the comments under a post. This is where companies should become actively involved and be part of the interaction.
On the one hand, people love to take a look behind the scenes – to see how innovative products are made, to get to know the people who create them, and to understand what moves them. Another important point is: people follow people. Companies that manage to communicate their brand philosophy via strong personalities create a very special, loyal community.
In order to generate relevance to a person and added value for a company, reach and the necessary insights are both crucial factors. Creating the right mix here makes for a seamless transition between customers and fans. On our German YouTube channel, we explain how a strong social media community yields real customer data for a long-term communications strategy.
Head of Marketing & Communications
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