What are YOUR "Fan-sumers" Doing Online?
Good Social Media Strategy Turns Prospects/Customers into Evangelists
Before you can start developing social media strategies to listen to your prospects and customers and engage in online conversations, you need to know WHO these online constituents are, exactly.
PROsocialmedia starts with deep online market research to identify the potential fan-sumers (as well as the web influencers whose opinion matters to them).
We've developed a few scenarios here to show you the variance of online prospects/customers that you can tap into with effective social media strategy:
Fan-sumer #1:
Pam, 40s, American homemaker
- RSS feeds for recipes
- Buys gifts at Amazon
- Member of Ning book group
- Downloads podcasts about authors
- Frequents etsy.com
- Researches next family car at Autoblog
- Likes to enter online contests
Fan-sumer #2:
Tina, 30s, middle management, Canada
- Twitters co-workers and friends
- Uses wiki at office as intranet
- Facebook Events for parties
- Set up Squidoo page for fav charity
- Second Life avatar: supermodel-sensei
- Books vacations online
Fan-sumer #3:
Mike, 40s, foreman, UK
- Researches equipment at B2B sites
- Trolls motorcycle forums for road trip ideas
- Watches "how-to" videos at YouTube & niche sites
- Hates Facebook, MySpace
- Reads blog about purebred bulldogs
- Taking e-learning courses for career
Fansumer #4:
Theo, Canadian teen
- Loves Last.fm
- Surfs on his iPhone
- Early adopter, brand-sensitive
- Reads gamer blogs, v-logs
- In Facebook daily; looks at the ads
- Comments on family photos in Flickr
- YouTube junkie
The point being that every social media user is a different animal - even those folks who might not even think of themselves as social media savvy are using the tools and platforms in daily transactions.
Free Focus Groups
Consider the social media world a great, big free focus group - reams of potential consumers with the time and interest to check out your brand outline AND give you honest, useful feedback on it! (Anonymity can be an impetus to honesty!)
Once you find YOUR Pam, Theo, Nina or Mike, make sure you LISTEN to their needs/wants and have a honest, great story to tell. Then stand back - so the rush of new fan-sumers don't trample you to death on their way to your brand!