The article illustrates how using social media right can enable "targeted marketing responses at individual touch points along the consumer decision journey."
Here are four steps to take to meet consumers along the way and achieve social touch-point engagement:
Monitor. Make learning what's said about your products and services a business priority. Monitoring social media can provide insights that inform everything from product design to marketing. McKinsey advises quickly communicating that feedback in-house: "Whoever is charged with brand monitoring must ensure that information reaches relevant functions, such as communications, design, marketing, public relations, or risk."
Respond. When you listen, answer. Crisis management and customer service are examples of priority responses. Countering negative comments and reinforcing the positive will only grow in importance, McKinsey predicts: "By responding rapidly, transparently, and honestly, companies can positively influence consumer sentiment and behavior."
Amplify. Design marketing activities with an inherently social motivator that sparks engagement and sharing. Invite customers into an experience they can choose to extend by joining a conversation with "the brand, product, fellow users, and other enthusiasts," the article recommends.
Lead. Use social to drive long-term behavioral changes. "This may involve boosting brand awareness by driving Web traffic to content about existing products and services," McKinsey suggests.
The Po!nt: It doesn't have to be shrouded in mystery. Developing a clear touch-point strategy for your social outreach may help warm your in-house executives to social media's vast potential.
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