SOCIAL MEDIA SAVVY... SOCIAL MEDIA AND DIGITAL MARKETING
As 2021 has dawned, it’s important to look back and reflect on the opportunities that 2020 gave us. While things have been extremely difficult, our industry has grouped together and shown a steely determination and resilience undermined by a will to survive – and in 2021, we will thrive.
The use of social media and digital marketing in 2020 has also increased exponentially. In July, the number of social media users reached 4.57 billion (which equates to half the population), with 346 million new users joining in the 12 months prior.
As Covid really started to hit home, we saw an influx of nostalgic content.
Naturally, people wanted to remember better times and connecting with positive memories helps people disconnect from their current struggles. When brands connect with that positive memory, they are then able to build an emotional relationship with the consumer. This is because when the audience feels good, they will then associate your brand with that feeling.
According to a recent study completed by Talkwalker and Hubspot, mentions of keywords on social media related to nostalgia increased from around 13m to 24.4m; an 88% increase.
The furlough scheme, rising unemployment and people having more time on their hands contributed heavily to this – but the role social media plays in helping businesses navigate the murky waters of a COVID-ridden nine months should not be underestimated.
Social media has offered fleets and businesses a platform to become a true sales channel. Be it the B2C centric nature of Facebook and Instagram or the corporate focused LinkedIn, there is a platform out there for every audience. Fleets who harnessed this opportunity discovered new ways to pivot and add revenue streams, with turns to takeaways, deliveries and medical drop-offs helping bring in some much-needed cash over the summer months.
By promoting these new opportunities on social media, fleets ensured they remained firmly in the psyche of their
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communities and showcased the wonderful work operators across the country do to help keep their towns, cities and neighbourhoods moving in almost any circumstances.
People remember who was there for them when things aren’t going well – and by staying open, continuing to work and getting people from A-B, the taxi and private- hire industry will be held in very high regard by communities all over the UK for years to come.
But enough about 2020 – let’s look ahead to something more positive, and see what we expect to happen on social in the taxi space for 2021 and beyond.
THE ROLE OF FACEBOOK
Firstly, we strongly believe Facebook will continue to assert its dominance on the social advertising space. The ad creation tools on offer are far advanced of that on any other platform, with new features being added every week to give businesses new and exciting ways to target their consumer base.
A key part of this is the Facebook pixel. The Facebook pixel is a small piece of code that is installed into your website. When installed, events are setup to track customers journey from your social ads all the way through the different pages on your site. This is supremely helpful to track traffic, identify which areas of your website are most popular and, most importantly, to track ROI on bookings, enquiries, leads etc.
Utilising data such as the above is a trend that we also see playing far more importance in 2021. Consumers are naturally spending more time on their phones than ever before – with the correct analytics installed, you can work out the demographics and characteristics of your current client base and design campaigns, offers and promotions to solely target these people.
Data-driven solutions have been an important factor for a number of years now, and rightly so – however, the ability to segment and target based purely on your own data is something all fleets should be looking into. With geo- fenced targeting (up to a 1km radius) and location targeting available, Facebook ads can help deliver campaigns and results in the areas you are looking to grow the most.
JANUARY 2021
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