Social Media Week

The importance of social media and how it relates to business is a hot topic. From how these tools/apps can improve brand awareness, increase connections with one’s customers, to improving customer service along with many other things. More and more businesses need to understand the importance of social media and how it can impact their brand.

The use of social networks and tools has become an important part of mainstream life. People have integrated these networks and tools into their day-to-day lives. Whether at home or accessing the tools on the go using apps on their mobile devices engaging in social media throughout the day is now second nature to most people.

To showcase not only the many social networks and tools a person can access each day, as well as the potential impact on brands, I decided to chronicle the highlights of one day in my life and share how I use these networks, tools and why brands should care.

Social Media tools/apps

5:30 a.m.: Time to get up and get ready for the day ahead. Awakened by a trusted iPhone app I downloaded – Alarm Clock 4 Free.

As I have a coffee, I turn on my laptop and immediately check Twitter to get a curated version of the latest in local news (@cbcnews) and entertainment (@thewrap) news, and if there are any delays with the TTC (@ttcnotices).

Thanks to #BestDads being a promoted trend, I remember to pick up something for my dad. Time now for Facebook to catch up on what my friends have been up to and learn that it’s my friend’s birthday – Happy Birthday BFF!

8:00 a.m.: As I head off to work, I check-in to GetGlue to share with others what music I am listening to on my iPod and see what others are. I share my post with friends on Facebook and followers on Twitter.

8:30 a.m: I arrive at work and check-in on Foursquare. Looks like I have been bumped from ‘Mayor’ status – sigh.

12:00 p.m.: Time for lunch. I head out to a nearby sushi restaurant  - a decision based on positive reviews on Yelp. First, I check-in on Foursquare and see that two of my colleagues are also here, but decide to sit at a table for one so to take in some quiet time.

As I wait for my food to arrive, there is a song playing in the restaurant that I can’t recall the title of so I hold my phone to the song and allow Shazam to discover the track playing … it’s Bat For Lashes – a song I don’t have, and therefore decide to buy the track from iTunes by way of the app. Lunch is over, I post a quick review on Yelp complimenting both the food and service – this restaurant gets 4 stars.

Social Media tools/apps

3:00 p.m.: Energy level low, a trip to Starbucks is needed. Once there, I check-in on Foursquare and am pleasantly surprised (and rewarded) with a special – show this special to the barista and get $1 off any muffin. I will definitely pick one up.

6:30 p.m.: End of day, I head home. Listening to rare David Bowie and wanting to share the moment with friends via the Soundtracking app – I select the song, a matching photo, add a comment and share with friends and followers on Facebook and Twitter.

I notice some graffiti on the side of a building that deserves to be captured in an Instagram photo. Point, snap, apply a couple of neat filters and use this as my next Tumblr post. I create the post as I continue home and then share the post on Facebook and Twitter.

8:30 p.m.: Catch up on episodes of The Big Bang Theory. Television viewing does not happen without my mobile phone. I follow what others are saying about the show while watching, but first, to check-in to GetGlue and share what I am watching. As well, I check the #bigbangtheory Twitter stream and share the experience with folks here.

10:00 p.m.: A friend’s birthday is coming up, first to check Facebook for the book that she is currently reading and then head to Amazon.ca to purchase a similar book relying on recommended titles – “people who bought this also bought…” Reading the positive reviews from others for one book specifically, I find the book to buy.

11:30 p.m.: Before calling it a night, I check my email to see if ModCloth’s customer service has responded to my complaint. I check, and there is an apologetic email response followed by a notice from PayPal that a full refund was issued – no questions asked. Amazing! I of course had to thank them publicly Tweeting about the fabulous service and ensuring I tagged them in the post – other brands need to follow suit.

1:00 a.m.: Time for bed.

So, what does this entire day mean for brands?

Absolutely everything! This one-day reinforces the importance of social media and the role it plays in e-commerce, brand – customer relationships and the immediacy of customer service.

Below is a summary of the tools/apps used above and the potential relevance (and impact) each has for brands.

Twitter: Here’s a great place for brands to interact with consumers (existing or potentially new) on a number of levels. If you have great content (whether it videos, photos or a corporate blog) that you want people to consume, why not announce this on Twitter with a link back to your site?

As well, ensure that you add a ‘tweet me’ on your website so that people landing here first, can easily share the content with their followers. Twitter is also a great customer service tool where brands can respond to a customer inquiry immediately. Before plunging into Twitter, I would suggest that a strategy and content plan be developed first.

Facebook: With close to 700 million users on Facebook it only seems logical that brands would at minimal consider this as part of their overall business and marketing strategy. Aside from the brand page where users and brands can engage, there are other tools that Facebook has and continues to roll-out that can also benefit brands.

With the recent launches of Facebook Places, Deals Credits it’s abundantly clear that Facebook is focusing on F-Commerce and ways for users to engage with brands directly within the Facebook platform. This could include renting a movie using Credits and watching it directly on Facebook (i.e. recent Warner Bros offering The Dark Knight on Facebook in exchange for Credits), or checking-in using Places and being rewarded for doing so. Brands need to at the very least, be aware of what is happening within Facebook’s walls – this could be a new place for brands to acquire new customers and new sales.

Shazam and Soundtracking: The decline in CD sales does not necessarily mean that people refuse to pay for music – it just means a different model is in place that you will need to embrace – digital music downloads; individual tracks or full albums. Soundtracking and other music apps are a great way for people to share the music they like and purchase tracks immediately from iTunes. If friends and like-minded people like a song or artist, there is a greater chance that I too will like it and of course buy it.

Yelp: Brands, especially those offering a service, need to be aware of how your service and product are being reviewed by your patrons. Whether positive or not, it is worth noting as it can influence decisions other potential patrons make.

GetGlue: Broadcasters, studios and music labels, here is a great app where users engage with your content, share with their friends on other social networks – raising awareness for your products without you having to invest a lot of time or effort. Be aware of what is being shared and when. This is also a great way to integrate similar rewards as we’ve seen on Foursquare, instead for checking-in to your content.

Foursquare: Brands, if you have locations where users can check-in to, this is a great way to reward loyal customers – by presenting specialty badges for the ‘Mayors’ or limited time offers for frequent check-ins – as in the case of Starbucks. What a great way to promote a new product, promote trial of said new product and reward your loyal customers. What is important to note is that each check-in can be announced to friends on Facebook or followers on Twitter – telling these people where you are and what you just purchased.

Reviews & Recommendations (i.e. Amazon.ca): Brands, especially those with an ecommerce presence, this is important to you. Having recommendations and reviews on your ecommerce site is important. It really does make the purchase process easier as well increase the likelihood that your product will be purchased. If the reviews are positive there is a greater chance that I, as a consumer, will purchase the item, and if you can offer me up related products I may include them in my basket especially if it means FREE shipping when I reach a certain amount. With there being a lot of brands offering similar products online, how will your ecommerce site stand out?

Throughout the day, a customer (or potential customer) can interact with any one brand by way of various social media tools and apps. There is no longer the need to wait until one is at home, school or work to access social media tools, as users/customers can now engage with brands and friends alike on social networks, on the go via mobile (web and apps).

This means that if a customer has a bad experience – they can and will share this immediately – brand, make sure you are there to take necessary action if need be. Brands need to think about how their services and products are being consumed and the impacts this could have on each. Furthermore, brands need to be aware of what is being said about their product and/or services – good or bad.

There are a number of possible touch points between a brand and their prospective consumer throughout any one given day – whether directly or indirectly. If a brand really wants to make an impact, they should know and be where I hang out.

Di Gallo is the Digital and Social Media Marketing Manager at Cineplex Entertainment and a contributor to the Social Media Week Global Editorial Team based in Canada. Follow her on twitter @digallo

Interested in joining the Social Media Week Global Editorial Team? Apply here!