In this video clip Kate Scott, Head of Digital Marketing, IBM Australia and New Zealand, answers questions on which social media channels and metrics to use when planning communication strategies.
Caroline: First of all thank you so much for your interesting content. A very interesting presentation. We have a few questions that came in from the audience. The first one is from Alex in Australia and the question is:
Can you tell us about the use of different social media in communication strategies?
Kate: I guess the choice of different social media depends on the choice of who you are, and who your audience is. I found it really interesting moving from mass market, so B2C communication work in Hong Kong, to very much the B2B stuff I’m doing now in Australia.
the choice of different social media depends on the choice of who you are, and who your audience is
Not only do I look at this in that while I’m speaking to people in both cases, the nature of the conversation and also the country in which I’m operating means that there are very, very different social media channels but also different ways of using the ones that exist across both.
So for example, in Hong Kong I wouldn’t use Twitter. It’s not really a relevant channel for me but Facebook in a B2C context is invaluable. And you know, making sure you’re crafting stuff that’s right for your audience, right for that channel, that's making sure you’re using images, video embedded, some text and making sure you’re actually responding and having conversations on the wall of Facebook is very, very important for Hong Kong.
making sure you’re crafting stuff that’s right for your audience, right for that channel, that's making sure you’re using images, video embedded, some text and making sure you’re actually responding and having conversations
Whereas for Australia, and again moving into a situation here where I’m looking more B2B but even looking at the B2C side, there's less room in Australian people’s lives for brands on Facebook than in a lot of other countries so it can be a lot much more difficult to get in there.
I’ve seen that factor out in a couple of other ways. In Hong Kong, when posting to Facebook as a brand you would do it far more frequently than you would in Australia. Similarly I’d be much quicker to use Twitter in Australia, particularly working for a tech company, and LinkedIn I think is useful across both. Although again, I think it’s more directly relevant to a business-orientated audience but by the same token I’m starting to use, I guess, the expert opinions of the members of my company as opposed to a generic brand presence as I was for B2C companies as I was when I was using LinkedIn.
It’s so specific. You’ve really got to work out where your audience is and go there as your first step
That’s probably been a little bit specific in terms of my own experience in social media work in communication but it really does come down to that. It’s so specific. You’ve really got to work out where your audience is and go there as your first step because trying to copy what someone else does is just not going to work.
trying to copy what someone else does is just not going to work
Caroline: Okay, thank you Kate. Perhaps we have time to take one more question? Here from someone called Matthew, and the question is "how do you measure effectiveness of your communications strategy, specifically which metrics should be the focus?"
How do you measure effectiveness of your communications strategy, specifically which metrics should be the focus?
Very good question and in some ways it’s a similar answer. It really comes down to what matters to your business. If you’re looking at potentially communicating with a customer within context, so within different sections of the buyer journey, you're likely to find different metrics of use.
It really comes down to what matters to your business.
If you’re looking at awareness you’re probably looking at overall impressions, whether that's social or search, you’re looking at the brand awareness based on surveys. You might be looking at how many new people you’re getting into your blog page, your Facebook page, your LinkedIn etc.
Then moving into kind of the research area. What are you getting in terms of “conversions”. Conversion can mean anything:
- How many people are filling in that form?
- How many people are subscribing to your email newsletter?
- How many people are actually clicking on your banner add as a direct response to an offer?
- How many sales are you actually generating? If you have an online shop, you can do a direct attribution.
- How are you actually going to work out how to attribute online activities to an in-store sale? That’s one of the hardest things to do.
And then once you’re at the back of a purchase decision, how are you doing to look at that on-going advocacy and so you know that’s essentially things like going back out to social media, the share of voice, the amount of positive sentiment and those kinds of things.
It really does vary like I said on what you’re looking at in terms of your product and your channels but where you are also in the context of the buyer journey.
So, unfortunately, like my previous answers it’s a bit of a case of how long is a piece of string?