Insight SOCIAL ENGAGEMENT
Fig 2.
Fig 1. @Coral - topics from 1/1/14 - 7/9/15
The graph, left, shows the other interests of people who are talking about Royal Ascot on social media. The fur- ther left the interest “bubble” is, the higher the affinity people talking about Royal Ascot have to it compared to the rest of Twitter. By painting a more holistic picture of the customer, the messaging has a greater chance of res- onating.
*The interests of people who are discussing Royal Ascot online
l be relevant to the consumer’s conversation l enhance the consumer’s experience
This point is important. The average social media user gets exposed to an infinite amount of content every minute. If a brand is to engage successfully, it needs to be on “social” terms and observe these two parameters. Ignore this at your own peril: intrusive brands or brands that do not add value will feel the heat and will have to action remedy plans.
The conversation on social media starts way before the actual event, with people making plans and sharing their expectations.
Brands need to be monitoring these events well in advance too; otherwise more opportunities to connect with potential customers, like these above, will be missed.
With social media listening tools it is easy for brands to tap into these conversations and decide which ones they want to engage in.
Having “listened’ to the conversations, the list of possi- ble strategies for the brand is endless. Let’s take first time goers for example. As a business with an interest in the event, it seems logical that you should be as proac- tive in making that first experience the best possible? The individual will be happy and therefore likely to share with their followers.
Another way to help target the right audience with the right angle is to engage with the audience to share what really matters to them. In order to do this successfully, brands must learn more about their audience’s psycho- graphic profile, i.e. their interests on social media, what they post and what they read about.
The point is that social is just
that...social! Sports betting companies and brands must remember to listen to con- sumers and then to reply with relevant, interesting con- tent. This is what you would do if you wanted to engage someone in an everyday conversation and the conver- sations on social media are no different. After all, who wants to be part of a one-way conversation?
Liliana Osorio is the EMEA Marketing Manager at Crimson Hexagon. She enjoys travelling and is taking up surfing, weather permitting!
Liliana Osorio EMEA Marketing Manager, Crimson Hexagon
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