New York, NY (Vocus) December 21, 2010
The team at ADinfinitum, a full service marketing and PR agency based in New York, discussed how to build a companys Social Status and create sales via social media at the Natural Products Consulting Institute seminar, Becoming a More Effective Sales Manager in the Natural and Specialty Channel. Many companies may realize they need to be including social media in their marketing plan, however, they may still be trying to figure out how to generate ROI.
One of the main takeaways from the presentation was that a social media campaign, just like a traditional media plan, needs to be brought to life through strategic planning and execution in order to see a return on investment.
To just throw up a couple of Tweets now and then isnt going to be effective, commented Sue Taggart, CEO, ADinfinitum. Social media needs to be implemented in a strategic fashion, with set tactics, goals and deliverables.
Once a company does engage in social media, it provides an opportunity to boost its social status, or, in other words, create a buzz around the key brand messages the company wants to disseminate.
The reality is that people are most likely already talking about your brand, so you may as well join the conversation, commented Taggart.
As with anything, there can be a downside, such as a disgruntled customer deciding to post a public rant, or a competitor trying to post negative informationbut the bright side of this is that, as long as someone is paying attention to what is said on social media, it can all be managed. And again, its another important reason for brands to engage in social media.
The presentation also highlighted some of the specific misconceptions companies may have about launching a social media campaign, such as that it is free, or that its as easy as hiring an intern to take on the project. The reality is that social media needs hard work and dedication to ensure that the messaging comes across in the same voice that represents the company in all other facets. And while the platforms may in fact be free, the time and training that go into developing a creative and effective campaign, makes it an important investment.
We too have interns that help implement social media campaigns, noted Taggart, but they have been trained in the area of public relations and communications and work under close supervision as we help them develop targeted communications for the brands we represent.
Throughout the presentation, the ADinifintium team discussed case studies, both on small and national scales that demonstrated how brands that have used social media campaigns were able to increase sales, as well as what companies can to do help implement a successful campaign. For more details or to see the slide show presentation, please contact Leesa Raab, ADinfinitum, 212.693.2150 x314, leesa(at)adinfinitumny(dot)com.
The Natural Products Consulting Institute was founded in 1998 to provide consulting services, industry resource guides and educational programs for companies bringing natural, organic and specialty products to market. We develop effective sales and marketing plans, assist with budgeting and planning, pricing and programs, building distribution, appointing broker networks, building organizations, assisting with financing and helping to execute strategies for growth.
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