Engage or Die - Understand the power of Social Media to drive footfall and brand awareness

Upon signing onto my Facebook account a few months ago I saw that my friend Jennifer had uploaded a mobile photo of her Starbucks Frappuccino. It looked delicious....the cup was sweating from the cold beverage and the whipped cream on top was creamy and tempting.
 
Without even realizing it, I suddenly was overcome by an irresistible craving for Starbucks. Moments later I found the Starbucks Facebook Fan Page which has over 3.8 million fans (as of Sept 09) and I started reading what other Starbucks fans were saying. Impressed by Starbucks high activity on Facebook, I became a fan, agreeing to receive contact from them on my Facebook account.
 
Then, later that afternoon, unable to resist my temptation for a Starbucks Frappucino any longer I went out and bought one. Upon my first sip, I was completely satisfied.
 
By uploading a photo while she was at Starbucks, Jennifer motivated me to sign up for the Starbucks Facebook Fan page and to make a purchase in restaurant. Jennifer was an empowered Starbucks fan, and Starbucks indirectly impacted me through her.
 
So, why should you care about people like Jennifer?
 
Because people like Jennifer are the future for your brand. She is an advocate, a spokesperson and an avid user of Starbucks. Today, Jennifer has access to an unlimited number of social media tools to talk about Starbucks with her friends, family and followers.
 
The good news for brands is that there are literally millions of people just like Jennifer out there using Social Media to share their world. Facebook just announced that they have reached over 300 million users worldwide, roughly the size of the entire United States. These 300 million users spend an average of 6 billion minutes on Facebook every single day and upload over 2 billion pieces of news, blogs and reviews per week.
 
Additionally, 70% of Facebook's active users are outside the United States and the fastest growing demographic is ages 35 years old and older (source: Facebook.com).
 
Facebook, along with Twitter, YouTube and blogs have grown to become a powerful force in driving consumer decisions, actions and purchases.
 
Believe it or not, Social Media users are talking about brands online more than ever before. Today, 1 in 5 tweets on Twitter are about brands (source: mashable.com). Every minute a Twitter user is impacting a follower with a key brand message that can drive awareness and footfall. Additionally, with the ability to read and monitor user tweets, brands now have an unprecedented view into the mind of the consumer to understand what they're thinking or questioning about their brand.
 
Brands opportunity moving forward is to leverage social media tools and to engage their base of consumers in a relevant conversation in order to spread brand messages and increase awareness. There are a number of international brands that have started using Facebook, Twitter and YouTube to connect with their customers.
 
This past summer, Nation's Restaurant News announced the Top 25 Most Social Restaurants. Among them was Starbucks, Subway and McDonald's. All of these brands have made diligent efforts in implementing a social media strategy in order to ignite their base of consumers and spread key brand messages.
 
There is no reason why your brand shouldn't be leveraging Social Media tools as well. While it may be difficult to start and maintain, I'm confident that the amount of work put in will yield great benefits for your brand.
 
Specifically speaking, I've outline 3 broad concepts below on what you'll need to get started in implementing your social media strategy.
 
Be There
 
If your customers are online you need to be too.
 
The hardest part in executing a social media strategy is showing up. However, the best time to be there is now. Social Media's impact in our daily lives is increasing rapidly, it's important that your brand lives in the same place your customers do.
 
It's going to take time to create a Facebook Fan Page or Twitter account; however the real challenge begins after you're set up as you'll need to keep your brand relevant, meaningful and beneficial for your users.
 
To get full details on how to create a Facebook Fan Page visit, www.facebook.com/facebookpages. To get started on Twitter visit www.business.twitter.com/twitter101
 
Share and Communicate
 
Customers want to hear from you; otherwise they would have never decided to be your Fan or Follower. Once you're involved in Social Media, either through Facebook, Twitter or YouTube you need to keep sharing with your base of fans.
 
Keep them up to date on new products and promotions. Drive footfall with special offers and discounts. Build their loyalty by providing them with exclusive information that only fans can get. It will also be imperative that your communication is authentic, real, and straight forward. They want you to be honest, up front and customer serving.
 
Today, customers are looking to talk with brands that are transparent. The more you share, the more it spreads, the more business you'll receive.
 
Engage and Empower
 
One of the primary benefits in using Social Media, unlike any other form of marketing, is your ability to talk with consumers one on one every single day.
 
As businesses we are always trying to get our customer's attention. Once you're on Facebook and Twitter, conversing with your customers every day, you'll have their attention like never before. Use it!
 
The significant opportunity is in empowering current fans/followers to be your brand advocates. Give them the tools they need to spread your message and then let them go do it. Encourage your followers to go find more fans and followers. Motivate them to upload photos, share videos and tell stories about your brand.
 
With a group of engaged and empowered fans/followers you'll be able to create a community of your most loyal customers all ready to help build your brand and drive footfall. There is nothing more powerful than a passionate fan.
 
The bottom line is that Social Media is the future for brands. We have a choice to either ignore it or embrace it. 
 
By embracing Social Media and applying the best practices to your business, you will be well equipped to drive footfall, increase awareness and build brand advocates.
 
So....what are you waiting for?
 
Contact Dan
 
twitter.com/danholm
 
danholm@greeneggsmarketing.com