FIGARODIGITAL.CO.UK
How do you recommend measuring the value of a
TANIA SEIF, HEAD OF SOCIAL MARKETING AT CORAL
CREATE POSITIVE EXPERIENCES
What role does Coral’s online community play in helping the
brand achieve its business objectives? Social media has helped us create a dialogue with our customers in a way that wasn’t possible with other forms of marketing. There’s an increased emphasis on tablet and mobile betting as key revenue drivers. We’ve also been able to build an engaged community of younger customers with whom we can communicate in real-time during sports events – that’s a key advantage to our business.
What do you think are the key challenges
facing brands who want to grow their communities in 2014?
community? At Coral we’re looking at a range of different metrics. I’d always recommend creating a community with a specifi c strategic objective in mind so that you’re clear about how to report on success. If your aim is to increase brand awareness then reach and share of voice metrics would be emphasised. It’s really important that I’m enabling Coral fans to have a positive experience with our brand on social media – as a result they’re turning into loyal customers. For me, the most important thing is that our community is active and engaging with our brand in a way that is turning people into loyal customers.
The changes to the Facebook algorithm and the introduction of the Twitter ‘Mute’ button are examples of how the environment is changing towards a greater focus on paying for your content to reach a wide audience. Couple this with the fact that so many brands are vying for a share of attention, and social marketers need to be savvy about the way that they grab and hold that attention.
CREATE A COMMUNITY WITH A SPECIFIC STRATEGIC OBJECTIVE IN MIND”
What tactics do you recommend for brands who want to deepen their relationships with existing users? Knowing your audience and crafting content that is relevant to them is really important. We’re operating in an informal environment and people don’t like it if they feel they are being marketed to in an obtrusive way. Integrating your customer services and always responding to legitimate contact in a timely
manner is a tactic that’s worked really well for Coral.
coral.co.uk
JOBY RUSSELL, MARKETING DIRECTOR AT
CONFUSED.COM
BACK TO THE BRAND
We all hear a lot of talk about ‘engagement’ but I’m not always sure what it means or why it’s of value to have 20 people favouriting or responding to a Tweet. I don’t think enough time is spent on the core components of marketing, which are how do you establish points of difference; how do you position a brand competitively so that it’s unique and motivating for the consumer? A lot of these old bedrock disciplines of marketing tend not to be discussed in favour of talking about engagement or content or Pinterest and whatever else it might be. We forget what is really important which is branding, and what needs to go into brands to make them special.
confused.com
40 issue 21 july 2014
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