Canadian grocery store chain Loblaws knew they had a great BBQ sauce based on customer comments. But they didn’t understand why sales were so dismal.
Until they invited customers to post product reviews on their website. Only then did they discover the problem was the bottle – it was too tall to fit in refrigerator doors! They redesigned the bottle and their sales immediately increased.
That’s user-generated content directly leading to an increase in sales. That’s the power of social media marketing.
Are you still sitting on the sidelines when it comes to social media marketing because you know you can’t control the conversations about your company, your products and your services? And because you have no idea how to respond to negative comments?
Sounds like something from one of Shakespeare’s plays, doesn’t it? Actually, it’s a quote from Pedro Calderon de la Barca, a 17th-century Spanish playwright.
You may wonder where I found such an obscure quote. It was a comment by someone named Vigrx on my blog post titled “Using Social Media to Market Your Business.” He or she was promoting the site vigrxdeals.org. The fact that the quote had absolutely nothing to do with social media was a sure sign that it was spam.
Do you remember the spoon-bending scene from the 1999 movie The Matrix?
It occurs the first time Neo goes to see the Oracle after he was rescued from the Matrix. In the Oracle’s waiting room, he sees two girls floating blocks above their heads and a young boy bending a spoon.
Young boy: “Do not try and bend the spoon. That’s impossible. Instead … only try to realize the truth.”
Neo: “What truth?”
So he set up a Facebook fan page with the help of his parents. In just one week, he got more than 1,200 fans and raised $400!
“I can understand using Facebook for a fifth-grade science project,” I hear you saying. “But how do I use Facebook to market my business? I keep hearing that I should include social media in my marketing campaigns, but I don’t have a clue how to do that.”
When Michael Stelzner started using social media to market his business, he focused exclusively on Twitter. “My first attempt at using Facebook for business was a big flop. I was pretty convinced I could just use Twitter for business.”
Stelzner is a well-known white paper writer, author of the book Writing White Papers: How to Capture Readers and Keep Them Engaged and founder of Social Media Examiner.
When Intuit wanted to analyze market sentiment about TurboTax, they used Radian6 to collect approximately 40,000 blog posts about Intuit and its competitors between January 1st and April 15th of 2008.
“None of [the team working on this project] felt artificial intelligence was going to come to their aid any day soon,” says Jim Sterne in his book, Social Media Metrics: How to Measure and Optimize Your Marketing Investment.
Three 30-something guys are surfing The Long Tail and demolishing the boundaries of traditional television broadcasting along the way.
Adam Quirk, Erik Nelson, and Aaron Valdez are the sole employees of Wreck & Salvage LLC. In addition to making customized videos for clients, they create a monthly, hour-long online video show called Tricorn.
But you won’t find them out on the town, shooting original videos of breaking news stories. They do that occasionally, but they are primarily “remixers” who take snips of existing videos and splice them together to create a mashup. And they broadcast many of these mashups on their show, streamed live on Livestream.