Creating your own ecosystem

Do you have your own audience? If you don’t, you will have hard time as I do. We often want to drive short and long term performance, we normally do this through campaigns or promotions. When we have offers, the next thing we need is who to send the offers to. In my case, we have to pay for other companies’ audience. It’s expensive and is not effective. That’s why we start to create our own audience or ecosystem.

We use Hubspot as a CRM system. We invite customers to join our environment with content. We nurture them with content. And, from time to time, we offer them promotions. We still have a long way to go. Maintaining meaningful and engaging ecosystem is not easy. It requires a lot of things to be right e.g. content, segmentation, etc.

If you are interested to create your own audience, you can start with a Facebook group. It’s free and easy to setup. Please understand though, there are a zillion Facebook groups out there. You must ensure that your group add value to group members.

Having your own ecosystem is rewarding. But, it requires a different thinking. I encourage you to to do it.


Facebook tips on shared content

Do you use Facebook in your marketing activities? It’s very likely that you do. You may notice that your post engagement has dropped significantly since Facebook changed its algorithm about a year ago. This is because Facebook wants us to buy ads and boost posts. However, there is a way to improve the post engagement.

And the secret is in your content. An article by by Richard D’Ambrosio suggested that Facebook’s algorithm prioritises active interactions like commenting and sharing over likes and passive interactions like clicks. In Facebook’s mind, the more effort a user applies to posts in their newsfeed, the more likely that content has higher quality and value. And, the hierarchy of Facebook reactions is: 1) comments; 2) reactions other than likes; 3) comment replies, especially those where users tag friends; 4) sharing links over messenger; and 5) engagement on shares.

Things are getting harder now. Everyone uses social media to target customers. There are a lot of low quality content out there. We just need to lift our games. Content is king.


12 Social Media Marketing Predictions

I just read the following article – 12 Social Media Marketing Predictions From the Pros – which is interesting. I suggest you read it to at least catch up on the incoming trend in the social media marketing area.

The key points that I got are there are a lot of advertisements on those social media platforms – Facebook, Instagram, Twitter, LinkedIn, and even Pinterest. The below statement reminds me about being an average and a lazy marketer. I also buy a lot ads on social and I am the lazy and the average marketer too.

“back in July 2016 on the Q2-2016 earnings call, Facebook CFO Dave Wehner declared that the company was running out of places in the news feed to show people ads. To help mitigate this max ad load, Facebook spun up ads on Instagram in 2018. Soon the ad load started to max out there, too.” How sad is that? There are more than 7 million advertisers on Facebook!

What need to change for us is to focus on our niche. We need to create content that add value to our customer’s lives. Our content must offer solutions, must answer the big why question – why do my customers care about my offer? Then, we have to choose the right platform that our customers use. As there are so many platforms out there, we don’t have to use all of them. Pick one or two and be great at them.


Social Media Community

I am lucky that I have an opportunity to introduce a Facebook group for our members to the company. A number of people were afraid about the idea but somehow it happened. My goal is I wanted to create a ‘window’ that allows us (the company) to see the outside world, on how customers think and feel about us. It would be a good source of information that could answer a lot of questions of why certain things happen in certain ways, for example, what members like and don’t like.

Managing a large group of customer community is not an easy task. You have to deal with all types of customers – some love the product/the company, some hate it, some has special agenda, some just wants to attack the company. The first, and most important, rule for myself, as a community manager, is to take emotion out of the equation. The less you feel emotional, the more control you have in managing the community. In the end, they are all our customers.

The second rule is you have to protect your team. Not all posts and comments are nice. Some are very nasty. Some customers are really, really rude. Seeing negative posts or comments or getting attacked very often could drain your team’s morale. We are all human so regardless of how hard we try, we still have emotion. As a leader, I have to protect my team. What I normally do is to use myself as a bait to pull all interests towards me and leave my team out of the whole situation. In doing this, I have to stay away from a company from time to time because it could be very frustrating.

My final word is you need to have a high purpose of why you do what you do. My goal is I want us to get closer to customers, to understand their issues and to encourage the company to act quickly to customer’s problems. The high purpose will keep you going. If you do it because it’s just a job, you won’t last long.

Emotions and social media cannot be together. Trust me.