Taking your social strategy beyond campaigns and crisis management

Do you have a good idea of your brand health online? If you don't, you really should.  The key to combating this is monitoring conversations on social media, said Myljoy Polestico, managing director, Zanroo, during a Digital Marketing Indonesia conference held on 29-30 November 2017.

“Having a better sense of online conversations also allows a brand to close the gap between how you as a marketer perceive your brand, versus how customers are actually talking about your brand,” Polestico explained. Monitoring conversations can also allow brands to find out which words consumers are using to describe their brand, and thus give a better hint at how to better connect with them through marketing by using said words.

As such, these insights can be used in better targeting strategies and allow brands to place ads based on where certain keywords are seen online. Brands can also identify which netizens are talking negatively about their products to avoid advertising to them.

“When you are able to do that, you can change your messaging and content in your marketing campaigns, saving a lot of money in the process,” Polestico explained. These conversations are not limited to a brand’s own social media pages, but their competitors as well. To be able to understand how their product is being perceived versus their competitors, marketers need to look out for mentions of their own brand on their competitor’s social media pages too. It also gives an organisation an indication of where they lie in the social maturity curve.

Monitoring conversations online can also allow brands to better engage in real time marketing – as it allows brands to have a conversation with their customers in real time. Not only can brands address real time concerns, they can also create relevant content in real time to engage with customers.

“You have two seconds to capture somebody’s attention. If you don’t do that in that time, it is already considered a bad user experience,” Polestico explained.

As such, brands need to be present at the stage where their customers asking for recommendations or reviews – which can be achieved through being there at the conversation stage. This will allow marketers be wary of specific customer behaviours at different stages of the purchase journey.

The three types of social media users you need to know about

Also speaking at the conference was Luciana Budiman, country general manager, Isentia Indonesia. Weighing on being part of social media conversations, Budiman said that it is also best to not leave questions posed by consumers unanswered. This is especially those posted on the brand’s official social media page, then followed by potential complaints on other platforms.

“A good and timely response will help to increase the engagement level and increase the attractiveness of your product,” Budiman said. She explained that there are three types of social media users.

The first are the Lurkers who rarely post anything on social media – but represent 90% of the entire online population. Next are the Dabblers who post comments occasionally – who represent 9%. Lastly, the final 1% of users are the Enthusiasts, who frequently engage and share online, posting around five times a week.

“The power of 'Lurkers' should also not be one that is taken lightly as there are around 100 times more 'Lurkers' than 'Enthusiasts'. As such, a page with 750 reviews has the potential to garner around 75,000 impressions,” Budiman added.

Currently, in terms of social media, Budiman explained that Indonesia has around 126 million active Facebook users, making it the fourth largest country in terms of active users in the world. On Twitter, there are 24.3million active users in Indonesia - placing Indonesia as the third largest Twitter market in the world.

Meanwhile for Instagram, despite there being only 8.9 million Instagram active users in Indonesia, making it the 12th position, it is projected to become the major social media platform for users to post social media comments. This is compared to Twitter and Facebook in certain industries.