The difficulty of growing a social brand results from the sheer degree of subjectivity and uncertainty associated with social media in general. It seems like hit-or-miss sometimes. Trends and fads become popular overnight and last for highly variable periods of time before fading into obscurity. For example, take the short-lived but explosive popularity of Pokemon GO, a smartphone app which briefly shot up to 45 million users during its peak last summer before dwindling down to a modest 5 million users this year.
As a business owner or marketer, your biggest concerns when it comes to taking advantage of social platforms in branding campaigns most likely have to do with how to initiate a degree of hype around the brand and how to make sure that such enthusiasm lasts for an appropriate amount of time. To accomplish these goals, you’ll need analytics on what’s popular and trending as well as metrics and data on the performance of your campaign once you begin.
SAP SuccessFactors offers the necessary computational and organizational infrastructure to ensure that your social branding attempts take off and remain popular.
Spearheading a Social Media Campaign
To grow your business socially, you must first carve out a strong foundation. The main idea here is to leverage the information you have on groups of social media users in a way that allows you to appeal to their interests while reinforcing an association about your brand simultaneously. Think about it this way: if you’re in the business of selling coats, you would want to seek out groups of customers that are more likely to buy coats like those living in environments that experience very cold temperatures often.
In this sense, you need to identify what niche your product fulfills for a specific group of consumers. You’ll want to start by gathering the relevant public information from the largest and most salient sites like Google, Facebook, Youtube, Twitter, Instagram, and Reddit. All of these sites have free, real-time information on popular topics located in their respective trending pages.
After you’ve gone through the step of systematically compiling the available external social information, the next step is analyzing patterns in that information. Organizing relevant data and information into intelligible and insight reports is where SAP shines.
Take the SAP Digital Boardroom, for instance. This product features the ability to make real-time analyses based on current contextual information. Further, the analysis provided by SAP Digital Boardroom is specific and targeted in its scope, allowing for higher-level executives and a company’s team to grasp the key point with greater speed and ease. These abilities are perfect for capturing and understanding the fast-paced and constantly changing nature of social media trends.
Evidence-Based Growth Guidance of Your Brand
The initial phase of growing a social brand involves seizing the right opportunity and moment to push the brand into the public and make a memorable first impression on an audience. The next two phases involve finding out what methods contribute the most to the growth of your brand’s newfound presence and exploring future measures to maintain its relevance.
Brand growth is best mediated through evidence-based approaches. In other words, there are specific, regimented methods and strategies that your business can use to nurture a new brand that produce quantifiable results. Growth hacking involves the use of data-driven marketing to prioritize the outcome of brand growth and embodies the role of numbers in driving decision-making when it comes to social media strategies.
SAP SuccessFactors can help bolster your efforts by giving your organization the ability to pinpoint how the performance of your marketing workforce relates to the results of your brand’s growth over social media. SuccessFactors’ Learning Analytics allows you to diagnose which training strategies produce employees best suited to managing brand growth so that you can further refine successful strategies and optimize your workforce.
Making It Last
Establishing and growing a presence often receive the most attention in the process of creating a social brand. However, a frequently overlooked piece of the puzzle is ensuring that the positive associations and legacy of your branding efforts last over time—and across each platform. For this reason, attaching your brand to any particular social trend is not ideal because social trends have the tendency to fade very fast.
At some point after the initial hype and growth stages for your brand level off, you should aim to separate your brand from any short-lived social trends and move towards creating a brand image that can exist independently in the social sphere. Drawing user engagement through the use of convincing visuals to portray a deep or profound message about your product might be one way to carry out this transition.
In any case, following the general trend of initiation, growth, and maintenance should allow your brand to achieve a moderate degree of social success. In all of these stages, SAP SuccessFactors is a vital part of the infrastructural backbone that allows any company to keep track of relevant social trends and make the necessary workforce adaptations to fully utilize social data in support of a branding effort.