Searching for Your Greatest Fan: The Brand Advocate

social media outsourcing-brand advocate

Your social media outsourcing partner should start the hunt on brand advocates. Why? These are the “unsung heroes” who sang praises about your brand—for free! They endorse you through “word-of-mouth” and you don’t have to “sweet talk” them because they are the ones who do the sweet talking for you.

The brand advocate’s profile

How can you identify them? Here are the signs you should look out for:

  • They love your products and your brand in general.
  • They genuinely care for your brand.
  • They do it for free, no strings attached.
  • They talk about you on their wall or page every day.
  • They often use social media to expand their social circles.
  • They write and share more than two times about brands.
  • They are more likely to share their great experience about a brand.
  • They have a tendency to influence a purchase.
  • They are a good source of information and people around them value their opinion on a brand.
  • They are considered as thought leaders and value their relationship with brands.

Alright, this list seems too good to be true. What is the main motivator of these brand evangelists? RagingCreations.com says they like to be seen as a good resource by the brand and genuinely enjoy sharing product information.

How to find them?

 How can you and your social media outsourcing team find this goldmine of non-paid marketers? First off, don’t start with Google because it will give you thousands to millions of results. Have you ever heard of social listening/monitoring tools? According to Social Media Examiner, social listening is about searching the web and the social space to see what’s being said about your company, your competitors and other topics of interest. Hmm, based on this definition, it doesn’t only tap brand advocates. The site further explains its uses:

  • Help people’s problems with a competitor’s product, and hopefully, you can turn them as potential customers.
  • Attract new leads from people who search for a brand like you.
  • Find where your brand’s fans hangs out.
  • Improve your relationships with your customers by tracking positive and negative feedback.
  • Improve your products or services based on your customer’s experience with it.

Thru social listening, your social media outsourcing vendor can “hear” the good and the bad points about your brand. Use these both to your advantage. They are tons of tools out there to start your hunt such as:

  • Hootsuite = this free social media listening tool doesn’t only go for popular social media platforms like Facebook, Twitter and Instagram. It covers more than 25 social networks in more than 50 languages.
  • Keyhole = big data is valuable to any organization and Keyhole can track based on hashtags, keywords, user accounts, and even historical data from Twitter and Instagram. It comes with a price though.
  • Sprout Social = you will never miss a mention with this tool. Tweak its Smart Inbox where you can see all your messages from your social media accounts.
  • Addict-o-Matic = just enter your brand name or company name and it lets you see results from WordPress.com, Friendfeed, Bing News, Google Blog Search, YouTube, Flickr, Ask.com News, Twingly Blog Search, Delicious Tags and more.
  • Talkwalker = this tool doesn’t gather data only from social networks but from TV, radio and print as well.

Imagine how much information you can gather by using these tools and (we better not lose track here) you can also reach out to your brand advocates. Better talk with your social media outsourcing vendor about this and think of an excellent game plan to invite them on your community.

The Clever Way Facebook Will Put Ads in Messenger

facebook messenger

Social media outsourcing providers will have another trick up to their sleeves. The social media giant Facebook plans to put ads in Messenger. This was a hot topic since the first quarter of this year but how will Facebook pull it off? Isn’t it a bit invasive or distracting for users? Will it work like pop up ads out there that will disrupt the idle, quiet time while browsing? These are users’ concerns but for us entrepreneurs, we can’t wait to get our hands on it.

We no longer question the importance of mobile marketing in our business strategies and you will surely get strange looks from your peers if your company is not into it. It will be a great loss if you have passed the opportunity to engage with 900 million Messenger users. This free, stand-alone mobile app is only five years old but it already created waves in the world of social media. It can function as a texting platform where you can use your existing data plan. You can also access your Facebook messages and chats. This straightforward approach is what lures everyone to use this app.

Facebook advertising is not a new practice but it is the first time for Messenger and with a different twist. This was only a rumor circulating in the web from sites like Mashable and Tech Crunch. Well, we can’t accept that this is only speculation, so we dug further and here is what we found out:

Contextual Commerce
Expandedramblings.com says 72% Messenger users purchase products online. This is a promising number but shoving an ad to user’s screen is just not cool. What more if you’re intention is to make users buy your product and not just to market it? The answer to your dilemma is contextual commerce.

Contextual commerce breaks the barrier of the traditional way of purchasing. How is it different? Let’s say that you want to buy groceries: the first thing you have to do is create a shopping list, then go to the supermarket, navigate thru the aisles, stand in line, wait for your items to be scanned, etc, and you endure this same grueling scenario every week. This is not the case with contextual commerce.

As told by Bloomberg News, Facebook launched chat bots or automated personal shopping assistants. Yup. You no longer have to wait in queue because you don’t have to move even an inch from your couch to buy something. How is this possible? Clickz gave a sample situation: “If a user drinks one [energy drink] after each workout, they can use a wearable fitness tracker to log how many workouts they’ve done. After they’ve done 12 workouts, the tracker places an order at an online store… and a new 12-pack of [energy drink] is delivered to the user’s home.”

It’s a bit creepy but that’s how contextual commerce works. It also operates on wearable devices and even on smart thermostats as long as you’re connected in the Internet. However, this could have some potential breaches in privacy. What will Facebook do with this? We’ll have to wait and see. Or the moment a delivery man knocks on our doors.

Deep Text
More users in Facebook Messenger will use ‘buy,’ ‘sell,’ ‘purchase,’ ‘want,’ ‘need,’ and other related terms which pertains to buying and selling. Why? Deep Text happened.

The social media giant first introduced a technology that could describe pictures called “automatic alternative text.” According to their site, “it uses voiceover to read descriptions of photos out loud.” This is primarily developed to aid blind persons. Now, they’re utilizing textual information again.

We don’t know exactly how large the ‘big data’ Facebook stores in their databases is but this could be the next ‘big thing’ in mobile marketing. How does it work? Quartz explained that “Deep Text will help categorize and provide meaning for all the text, and could turn all that unstructured data into information it can use—and users can search… it can [be] use[d] more effectively to connect people with similar interests, sell more ads, and help people find things they’re looking for.”

For example, if you message something like “I need a pair of sneakers,” it will display pictures, stores and news stories involving sneakers. This is on the side of normal users. How about the business sector? Quartz says “if someone posts a message saying they’re selling something, FB’s commerce team will have all the information—the item, the price, the location, and so on—pulled from the post automatically, allowing the team to advertise services to help sell the item more easily.” In short, free ads!

Do you now understand why the terms we mentioned above will be the next buzzwords in Facebook Messenger?

Messenger is going to be more business-centric once these marketing strategies are fully rolled out. In order to utilize these features in Messenger, you have to improve your social engagement with your target customers and have an effective content marketing strategy. It creates a seamless avenue of reaching out to customers without the need of inviting them into the company’s website. In Messenger, as Ganador Management Solutions puts it, “it is a world without ads, because everything you see and read and interact with IS ALREADY the ad.