How Social Marketing Automation Can Find Customers Who Want You to Find Them
Social marketing automation at work
Step No. 1: Social profiling. The first step in social marketing automation is identifying new prospects from the social web. To do that, listen for people, not just mentions. Then, monitor for specific keywords, mentions of competitive brands, and specific expressions that designate need or purchase intent. Lastly, capture not just the mentions, but who mentions you. For example, if Southwest Airlines wants to take business away from JetBlue, its marketing team can listen for disgruntled JetBlue customers. Brendon Small, musician, actor, and producer, with over 11,300 Twitter followers and 3,500 Facebook fans, is a case in point. On Sept. 8, Brendon posted the following (click on image of tweet on page 2):
Step No. 2: Social scoring. Now if you're Southwest's marketing team, rather than simply responding to Brendon and offering him a deal, you may want to think about the value of Brendon's potential to your business. Using the principles of good marketing automation, Southwest's team should know that not all prospects are the same, need the same or have the same value. The company should apply its own scoring rules to this social prospect to prioritize him for personalized, meaningful and value-based campaigns.
Step No. 3: Social engagement. Equipped with unique insights from its own social scoring exercise, Southwest may determine that Brendon isn't just a potential customer, but an influencer who can affect the future purchase decisions of thousands of people. It may rightfully decide to invite him to fly on Southwest for free, then have him share his experience with his fans. If Brendon agrees, Southwest's marketing team should listen for posts and comments from Brendon's fans, capture their profiles, score their relevance to Southwest's business, and engage them with meaningful content and offers over time.