Saturday, 6 November 2010

Facebook and Consumer Learning Process

Facebook and Consumer Learning Process

A great deal of successful marketing today depends on closely understanding consumer behavior. As a marketer, you may always be curious to understand what excites or motivates your customers into buying either your products or those of your competitor. Depending on the buying and consumption cycle of your product, there can be several factors that will determine the sales conversion ratio for your product.

Toward Right Learning

A successful sale happens when your customer understands his need and is convinced that your product can satisfy that need in a reliable way. Both these steps happen through a process, which is known as learning. Hence as a marketer, your job begins by ensuring that the customer perceives his need and, more importantly, finds the solution in your product

Right Learning and Right Conversations

At this very moment, you may be reading this article on your laptop or desktop. Remember the day when you had decided to buy your first computer. You must have considered many factors before finalizing which computer to purchase. One of the important decision points for a buyer is his circle of reference. It is natural for you, as a buyer, to discuss with your informed friends about the best brand. Positive references from friends and acquaintances help one make a decision.

How has Facebook changed all of this?

Research has shown that buyers do a great deal of product research on the Internet and most of the time choose to purchase the product either online or offline. The power of the Internet as a research and information resource has been realized to a great extent by customers worldwide.

The basics of consumer behavior, learning, reference groups, and buying decisions have remained exactly the same. But what has changed significantly is the speed with which everything happens. Technology has brought down the barriers in global communication. Social networking sites, and more importantly the rising popularity of Facebook, bears a strong testimony to the growing power of the Internet as a mode of communication and a source of information.

Before and After Facebook

Like we discussed, most of the learning before the proliferation of Facebook and social media happened through advertisements on television. During the days of conventional media dominance, marketing was driven by the power to broadcast. Marketing communication was primarily unidirectional through blaring advertisements and press releases.

Word of mouth happened on a one-on-one basis, where the conversation would begin and end around a small group of people.

Today, a search on your favorite brand on Facebook may reveal many conversations about the brand, which may depict user’s positive or negative experiences with the brand. Unlike the clandestine brand gossip of earlier days, the Facebook era ensures that conversations are documented and made easily available through social networking sites.

Brands trying to ignore this new medium find themselves in a state similar to an ostrich, with its head buried in sand, thinking the world cannot see it. The real image of the brand in people’s minds shows up aloud these days through conversations on Facebook.

Facebook and Online Reputation

The power of Facebook, as discussed, has extended the scope of Word of Mouth beyond the good old conversation between friends. Today, each and every Facebook user is free to publish his views on your brand. The true effect of this happens whenever these conversations appear in searches and influence people’s opinion about the brand image.

This is where online reputation, primarily on a widely accepted medium like Facebook, matters.

In a nutshell..

Managing a positive image of your brand requires you to expand your reach, more than what you would do in case of conventional media. The conversational nature of social networking sites, such as Facebook, demands a different approach. Unlike one-time broadcast by the conventional medium, Facebook stores each and every conversation and makes it available through the search option for anyone who is curious to know more about your brand.

That is the reason why it is a critical part of any brand plan to feature positively on social networking sites, such as Facebook. Engaging consultants who have experience in managing brands through the new era of social networks is a growing practice that can help brands manage the new wave.

Get more information here for the best Facebook training available:

Wednesday, 3 November 2010


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Facebook and Social Media - The Next Marketing Opportunity

Marketing as an activity is all about reaching the right customers with the right products, and the result sought is delighted customers who are more than willing to open their purses wide enough to boost your revenues. For many years, marketers stalked their target customers through various means and by trying to get their message across to spread awareness about their wares.

Traditional Means of Communication

Traditionally, marketing communications were conducted via print, broadcast and such traditional media through disruptive advertising, where advertisements appear in between the content of interest for the customer.

Traditional media does give a large reach to a marketer with its programming of mass appeal. However, the wastage is equally high, since a large portion of the audience would belong to a different segment than the one that is to be targeted by the marketer.

Enter Social Media and the Internet

The revolution stirred by the internet as a medium took place because of the fact that it is highly personalized and provides more content on-demand than any other available medium. Social sites proliferated far and wide in their usage for a few simple reasons:

The power to create and distribute content is equally available to every user, irrespective of him/her being a customer or a marketer. In the earlier forms of media, that power rested with the editorial staff of the channel or the advertiser, but hardly ever with the user.

The medium is completely personalized, and a user can create or join groups and further create content based on what he/she likes.

Opinions are free and fair. This is one reason why social media is of utmost concern to marketers, since buying decisions are no more influenced as much by advertisements. The traditional word-of-mouth marketing approach has grown leaps and bounds on social networks.

Facebook – At the Center of Social Media

With 500 million (and growing) unique users worldwide, Facebook is the number one social networking site in terms of activity and subscriptions. What started as a garage initiative by Mark Zuckerberg has now become the biggest phenomenon on the internet.

A user interface that allows for quick communication and the ability to create fan pages and groups at the click of a mouse button are what make Facebook extremely popular. Another important reason for its immense popularity is the wide variety of social applications that have been developed and made available within the Facebook environment.

These applications can allow users and friends to do joint activities like playing games that run endlessly, sharing photos, videos, and web links, and many more.

How does this help a marketer?

Traditionally, media plans were drawn to include television channels, publications, or any other media that can grab maximum eyeballs and effectively reach a selected target audience. The science of segmentation and targeting has become only more accurate in the case of social media.

Facebook provides a wide variety of avenues to communicate with the audience, which opens up an entirely different world of possibilities to have a fruitful dialogue with customers. Some of these methods used popularly by marketers are:

Advertising: The first opportunity, which is the most obvious one, is advertising on Facebook. The difference, however, is the fact that you can create your own advertisement in a matter of minutes and also specify the details of your target group in terms of demographics and types of discussions where you want your advertisement to appear.

Fan Pages: Facebook allows every brand, as well as individual users, to create fan pages for their favorite celebrities and their own homegrown businesses. Large brands have also created their official pages on Facebook that have a huge, immediate fan following around the world. The fan page has immense utility to convey first hand information about the brand and also to collect immediate and frank feedback from your customers.

Branded applications: One of the most effective ways to engage a user toward your brand is by creating an application; this could be a game or a contest, with your branding coming across subtly through it.

What makes Facebook even more exciting is the way it allows you to target your communication sharply just to the customer segment you want to attract. It also provides analytics and page insights that give good feedback and measurement on the activity done.

The options provided by Facebook can be creatively explored and used judiciously for bringing about maximum benefits to any brand.

However, while doing all this, you need to be aware of the fact that customers have an equal say and have the ability to respond immediately to any of your actions with a thumbs up or a thumbs down. Availing the service of a social media consultant to work out a social media strategy may be required so that your efforts will not be in vain.

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