Getting to know your customers is everything in business. Through social networks, people make very exact statements about what they do and do not ‘like’, and as brands rely on being ‘liked’ you need to know how to make your social numbers count.
It should never be a matter of simply getting in front of customers; the key is to make a connection and there are some simple considerations that can (& should) be taken to determine what ‘connected’ looks like. Remember, a brand connection is a powerful tool; so let this be your inspiration.
1.0 Capture information creatively
Microsoft has recently done this through their CabConnect campaign, bringing free Wi-Fi to London taxi passengers across over 225 branded cabs. The idea behind it was to showcase the benefits of Microsoft’s business solutions to their target audience of business managers and decision-makers, but it also gave many tourists the freedom of free web access (a valued offering in the face of expensive mobile roaming rates). The initiative has created a strong platform for the business solutions message, and has the added benefit of putting Microsoft in direct access to key social browsing data.
2.0 Brand connections begin at log in
Offering people a social log in option to your Wi-Fi, or website, rather than having them create an easily forgotten unique account, is the key to a powerful data capture opportunity. Without it, your Wi-Fi or website is only getting a snippet of what your consumer could be telling you.
In most parts of the world Facebook is the dominant social log in preference. For Europe in particular that preference is held by 62% of users, which coincidentally is the platform that they also enjoy sharing a huge amount of personal information with.
From news and thoughts, to images and interests, this personal information is saying a lot more to advertisers than what most people realise. Some companies have even taken this a step further by uncovering hidden insights contained within selfies. From the brands that a person is seen with, to their location and time of day; selfies can speak. They speak individually and they can be collected over time to tell a bigger story. Even selfies from the network of an individual can indicate whether that person will be influenced by a targeted ad so that they purchase a brand deemed ‘popular’ in their network.
It’s early days for advertisers to be looking this deeply into social data, but it does give some idea about what the future of this industry may look like. What we do know now is that effective Wi-Fi and social log in access are two fairly simple features that open a gateway of complex data to keep brands relevant.
3.0 Make your data dance
When all streams are set up for capturing first party data, strategies should then be evolved around it. The data coming in from your social media followers and website visitors offer the greatest opportunity to be relevant, generous and build that invaluable emotional connection. Tactics such as real time offers and incentives encourage people to act as your brand ambassadors amongst their personal networks, and so your story grows.
Boutique Hotel Group, Morgans, have recently adopted a Wi-Fi and social log in system for their Manhattan based hotel as a trial for their whole network. The trial has created a number of engagement opportunities, which include the ability to counteract the loss of customer data previously intercepted by third party booking companies, streamlined transactions with guests, the ability to make food and activity suggestions based on customer interests, and to build loyalty through targeted offers for return visits.
There are plenty of great ways that we can build relevance and loyalty with customers, it just a process that’s started by getting to know them online. As people continue to share so openly with their networks, social media will continue to be one of our richest resources; so open up and take a bigger byte.
Brought to you by an underscore thought leader:
Rachael Bradley, Strategic Account Executive.