When you run promotions through social media, make it as easy as possible for entrants. For example, don’t tell people on Facebook to do something on YouTube to enter. Or in the case of the Oakland Athletics, don’t tell fans on Instagram to post a Vine video on Twitter:
YouTube unveiled recently “YouTube One Channel,” a new platform for showcasing channels. The update allows users to show off more of their content, organize and label this content and include a banner image and biography. Furthermore, the platform loads seamlessly across all devices, meaning your channel will look the same on your computer, tablet or smartphone.
We recommend YouTube One Channel for engaging your audiences and showing off your organization and projects. Here are some tips for how your AEC company can utilize YouTube One Channel:
A good example of an AEC company using YouTube One Channel is Turner Construction Company. Turner’s channel includes an engaging cover photo and multiple interesting video playlists with topics such as general company information, project videos, “A Day in the Life,” and social outreach in which the company engages. These playlists are well-organized and labeled clearly.
LPA Inc. has an engaging YouTube One Channel as well. Note how the LPA Inc. channel includes video tours of buildings the company has designed, as well as videos of press coverage and honors that the firm has received. The main video on the homepage features a park that the firm designed and received LEED Gold certification. Along with this video, there is a brief but detailed description of the project.
Social media offers the promise of one-on-one, personal relationships. Yet, the way we in business use it is often to project mass messages to anyone who will read them.
Relationships with customers provide more opportunities to increase profit and build brand loyalty. Therefore, they must be approached correctly. The goal of engagement is to create a “shared value” for customers, leading them to care about the company nearly as much as you do.
Engaging with customers also helps differentiate your brand from others. Memory is triggered by emotion. Therefore, when choosing a product or service in any given industry, customers will choose the one they remember, the one they had a positive experience with, the one to which they formed an emotional bond.
The best way to engage customers is by forming R.E.A.L relationships. All engagement should be Reciprocal, Empathetic, Authentic and Loyal.
This means interact with your customers frequently, contact them individually, tag them ob Facebook, respond to a personal tweet or feature them on your Pinboard.
Focus on emotion. This will build a meaningful instead of superficial relationship, which will be more beneficial to your business in the long run.
Always be honest, transparent and real when you interact with your customers. Let your fans get to know your brand and the people behind it.
Finally, do not neglect your existing customers. Maintain these relationships and continue to engage.
R.E.A.L. relationships focus on engagement. On social media, sell yourself and your brand, not your products.