- Written by Super User
We develop social-media campaigns that will involve and engage your customers aka communities. While many of our competitors can develop the technology to integrate your website or blog (to push posts to social-media channels), they do not have the understanding to make social-media work!
- the differences in expectation between a facebook and twitter users
- what motivates people to engage - what turns them on and what turns them off!
- how to get people to like or follow you
- inspire them to provide feedback and comments
Our approach to social media
Without a doubt, social media now puts customers in the driving seat. It is simple to participate in, gives instant feedback, and probably the reason it has grown so quickly. From a marketing perspective, social media is a tool with potentially huge payoffs, but influencing it is complex.
Our approach to social media marketing is based on a) research, b) market trends, c) consumer behaviour and d) knowledge of industry best-practice. We understand the technologies that underpin social-media and can apply this to your specific communication needs. We also recognise that implementing social media for small business is very different to larger business and established brands.
- 42% of online Kiwi’s are interacting with companies via social networking sites [Source: Social Media amongst New Zealand Businesses Survey: Nielsen 19 July 2010]
- 48% of kiwi’s participate regularly on social networking sites with 88% Kiwis say that social media is here to stay [Source: attitude NZ April 2010 report]
So... what does that actually mean?
It means we develop a social-media system that is specific to the needs of both your company and your communities.The integrated systems and tools are easy to manage in-house which means you can quickly add social-media into your marketing mix.
The opportunity for small business
Social-media has huge benefits for small businesses. With a low entry cost, smaller businesses can compete with larger competitors without requiring expansive marketing budgets to purchase traditional media.Even more importantly, the effectiveness of campaigns can be easily measured and tweaked to ensure a high return on investment.Small businesses willing to experiment and with the ability to react and adapt quickly have significant advantages. Strong gains in positioning and market share can be quickly achieved and new technologies allow growth outside of traditional markets, (both geographic and segments). Expansion is no longer constrained by the regionality of traditional media and associated marketing budget
What we offer
- low cost, low risk strategy to increase reach
- integrated social-media platforms aligned to the needs of your present and future markets
- education and tools so social-media marketing can easily be managed in-house
- campaigns designed to drive social media traffic and marketing effectiveness
- &metrics to measure success (ROI) and tweak campaigns for improvement
The opportunity for larger brands
The effectiveness of social-media marketing for larger organisations and brands has been well reported. With the right capabilities in place, the return on investment is higher than any other form of media.*
For many, the greatest hurdle is overcoming the fear of how to manage communications when they perceive there is little control. Is it risky? Who should be involved? How should they speak? Many organizations even have policies prohibiting the use of social-media by employees. However, companies that have embraced social-media marketing agree the benefits far outweigh the difficulties.
Many large US brands including Ford and Dell regard social-media marketing as pivotal in marketing strategy.The truth is, customers value the opinions of other end-users more than they listen to you. Social media works because customers have an emotional involvement with the brand, not just passive users of it.
What we offer:
- identification of social-media platforms most relevant to your organisation and needs. One size does not fit all.
- metrics to measure ROI and report success to stakeholders
- development of policies and gain buy-in of the various stakeholders such as I.T, HR and Customer Service
- integrated campaigns designed to kick-start social-media programs and maintain momentum
The role of influence marketing
The internet has gone viral…there’s no need for alarm but if you’re clever, it can be contagious! At NURVE we call it Influence Marketing – because that’s what we do – influence consumers’ attitudes and behaviours and ultimately purchasing decisions.
No one disputes the value of word-of-mouth marketing. 1 person can potentially influence the views of up to 30 others. In the digital world of “clicks”, the ratio is closer to 1:1000. It’s a fact - the opinions of end-users matter a whole heap more than companies telling us how great they or their products are.
Why settle for 5% - when you could have over 70%?
Traditional marketing tells us about stuff. As a result, mediums such as TV and Radio have an influence rate as low as 5%.
Influence-Marketing is a whole new story! End-users have a frank conversation with each other …effectively bypassing the marketer. It works because we value the opinions of people we trust and sceptical about being told what to believe, particually from ad men!
Research* says is all…
- 9 out of 10 internet users, use the internet to research purchases. Of these 64% have sought opinion of other online consumers
- …with 31% actively creating reviews.
- 71% of online consumers report that online reviews change opinion.
- 45% say that that consumer generated content has the greatest impact on their purchasing decisions.
Source: Nielsen 2009
Influence marketing is not just the way of the future – it’s happening right now.
In case you were wondering, Kiwi consumers are sophisticated social media users. We are among the highest groups of people to create content on the internet and use it to communicate with others.
52% of Kiwis post content on the Internet
52% of users post messages
46% post images and/or videos
10% post audio material
9% post for financial gain
Source: AUT World Internet Project 2009
User Generated Content = The New Persuasion
An in-depth and free publication explaining influence marketing has been published by digital agency Razorfish. It is available at http://fluent.razorfish.com/. Also usefull, and available from the same organisation is their Digital Outlook report http://razorfishoutlook.razorfish.com.