Can companies raise awareness Through Social Media
Campaigns?
Certainly, social media/marketing campaigns are worthwhile but really Like
Minds is talking about the larger concept. We have a bigger conversation about this keyword “social.” What is it about the social aspect that is changing business models? So yes business could look at social media campaigns, they could advertise on Twitter or Google, but there is a deeper question that is; how is this idea of togetherness changing the way I can connect and relate to customers? Technology and practically social media can provide the answer to this question.
Where do you see the driving force of Social Media?
We have a speaker at Like Minds this year called Chris Voss. Chris has been
behind three very big brands; he was the CMO of Virgin Atlantic, heavily involved with Orange and was also the CEO of 118 118. Chris talks about what he calls the “Digital Rip Tide” this is when the water on the surface looks to be going one way, but actually underneath it’s going a different way.
His idea is most people think social media is going one way, but it’s actually going in another direction entirely. These are the big questions; What is actually going on? What is the way that this is changing? Some companies think that is about making things more accessible, more open, more mobile, more available and more transparent. Other companies like Apple don’t embrace such an open
22
www.sgb-sports.com
plan but are still doing fantastically well. Other companies such as Amazon farm recommendations and customise their offering to their audience. Social Media in this sense is not really new its old ideas with a new edge to them.
Where is a good place to start?
Retail as we all know is one area that is really being hit hard particularly on the high street. Part of this is because everyone fl ocking online. However, I think there is one thing traders are forgetting and that is the internet can’t offer immediacy. We as buyers are impatient, and impatient people will go out and buy rather than wait until next week. Some businesses are also saying that we can’t compete with online shopping. They are missing the fact that people are willing to pay a premium for additional services and the experiential element. You can use online tools to expand or augment that. For example, you have a retailer who specialises in running shoes. Sure I might be able to fi nd these cheaper online, but potential buyers do want that touch and feel of a product. You can use online tools to begin spreading a message. So for instance, if social media is about social and relationships, a running shop has got more about them than just the shoes they sell. Most consider themselves the pinnacle of the local running community. So now even before you get on to Facebook or Twitter you should be beginning to think about the social aspect of what you do.
A good example would be, rather than setting up a Twitter profi le called Bob’s
Scott Gould
running shop. You could call it “I love running”. Every day Bob could talk about running and he is going to start getting people following because they like running. If they follow Bob they are giving him permission to share some of his ideas, his messages and his products. Community shops are largely local and online tools help you extend your local community. Sport retailers need to think how I can extend what I do beyond just the product. It’s funny because in the 80’s and 90’s we were all told to make ourselves look big and try to act like you are a big shop. We are now being told to think small and look small. The retailers that are succeeding are the ones that make it seem like it’s a one off, one of a kind. Social media provides the opportunities to do just that.
How can Like Minds help?
A conference like mine unites like minds. We have retailers coming, a whole range of people talking and sharing these ideas about what worked and what has not worked. Delegates can leave with not only the latest learning, but also feeling inspired.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50