Social IP

Finding Focus in Social Programs

2011-11-21

As we move out of the early phases of the SMM era, a few companies are demonstrating that they understand that their challenge is to transition to a Social Business footing which aligns, focuses and drives their social efforts in way which contributes meaningfully to the broader business.

The keys to their new strategy:

1. A laser focus on goals and audiences

2. Seamlessly integrating with key audiences in their socialization venues

3. Making it easy for "supporters" to spread the brand word across their networks

4. Expanding the audience to include key influencers like the media, resellers and partners

The re-launch of FCS (Computer Systems) social media pages encapsulates that focus on their target audiences and how they operate in social environments. This focus is something to be emulated by other companies as they struggle to create focus in their own social efforts.

From the ground up, this program has the key building blocks for success: a clear focus on goals, strong audience focus and centricity, well designed infrastructure and a commitment by the company to execute to the highest level possible.

Home Builder Frames Its Own Social Marketing Infrastructure

2011-11-28

In another example of an old industry learning a new "set of tricks", Signature Homes has undertaken a social media strategy which stands out from the typical follow-the-leader approach taken by the majority of companies.

Signature Homes demonstrated with its strategy an understanding and focus on building the infrastructure for a sustainable social marketing program. Having examined its customer base and its focus areas, the company recognized the need for a captive platform where it could build a discourse with its customers in an informal style.

The company has taken the dual step of building a deep blog infrastructure as well as a multi platform "network building" strategy which leverages key social media platforms to drive visibility and create traffic to its own blog.

By engaging customers with content and tools which they need, Signature Homes is creating brand visibilty and engaging with the most active home buyers in the market. And its creating a more ideal path for prospects to transition from their social environments to a more sales oriented platform on the company's website.

JetBlue Leverages Social To Build Stronger Customer Connections

2011-12-05

Price. Price. Price.

Sometimes it seems like the airline industry is only about pricing these days -- but are all the airlines acting like that's all they can compete on? Absolutely not.

If social media programs are any indication, then airlines are recognizing that they still have an opportunity to generate a loyal customer following using engaging marketing programs.

JetBlue's numbers are impressive -- according to the Mashable study:

1.6 Million Twitter Followers

530,000 Facebook Likes

The company has achieved these figures by committing to (and investing in) building at social following. There is company wide involvement of employees in creating content including more than 13,000 pictures uploaded by team members. Jet Blue also brings special offers and frequent flyer rewards to the table, by rewarding social followers with exclusive access and points.

The Little Things Matter in Commodity Industries

JetBlue seems to have figured out what many seasoned executives will tell you: that in commodity industries -- where pricing drives a lot of business -- the little things that create a stronger and more engaged audience for those offers can make the difference in profitablity versus being stuck with the rest of the pack.