How C-Suite Derives Enterprise Worth from Social Media: Q&A with Henk Campher, Vice President of Company Advertising at Hootsuite

30-second summary:

  • The pandemic has driven people into their homes and social media like never before.
  • Hootsuite has been closely monitoring changing consumer behavior on the Internet since early 2020.
  • We met with Henk Campher, Vice President of Corporate Marketing and Head of Social Impact at Hootsuite, to help you derive a cream-level perspective for your digital strategies.
  • Knowing how CMOs find value in SMM efforts, conduct market research, and run social media campaigns that are actually successful in the eyes of top management.

From learning banana bread recipes to connecting with loved ones, hunting for jobs to shopping for Christmas gifts, the pandemic has drawn people into their homes and social media like never before. 2020 showed us how people used Instagram, Twitter, TikTok and LinkedIn. While Hootsuite has been closely monitoring changing consumer behavior on the Internet, wWe caught up Henk Camphor, VP of Corporate Marketing and Head of Social Impact at Hootsuiteto help you derive a cream-level perspective for your digital strategies.

Question: Paid ads have their own drawbacks such as reduced page reach. How can you maintain an upward chart of organic page reach and drive relationships, engagement and direct sales?

Henk Camphor: Never take a consistent approach to social media marketing, especially with organic content. In order to reach a large audience, organic posts need to be optimized. To do this, you need to understand the platform and audience you are optimizing for. First, focus on the platforms that make the most sense for your business. For example, if you're a B2B company, you might find the most value on LinkedIn or Twitter, while a B2C company might be interested in Snapchat, Instagram, or TikTok to target a younger audience.

If you want organic content to perform well on social media, create engaging and personalized content that is appropriate for the platform you are using. Give people a reason to follow your social posts and engage with them. To better understand what content is resonating with your audience, start by using social listening tools. At Hootsuite, we integrate directly with Brandwatch so our customers can access social intelligence functions directly from their dashboard.

Case study:

Securian Financial, a Hootsuite Financial Services customer, used social listening to determine that key demographics shifted from complaining about quarantine to sharing positive content related to the connection. What emerged was Life Balance Remix, a UGC campaign that encouraged people to share content that highlighted their "new normal" and attracted thousands of subscribers with over 2.5 million campaign impressions on Twitter and Instagram.

In addition to creating the right content for the right platform, engaging with people is important. Show the human side of your brand to your audience. You can do this by reaching out to your employees on social media and sharing their stories, or connecting with the wider community through an employee representation tool like Hootsuite's Amplify tool. If you want to increase post engagement, ask your audience relevant and interesting questions. This is also a great opportunity to find out what interests them. When you focus on value and create the right content, you can successfully build relationships with your audience, increase engagement, and increase sales.

Question: What are the top social metrics that CMOs can use to see the direct value of social media marketers' marketing efforts?

Henk Camphor: For both B2C and B2B brands, the key to successful social measurement is keeping your metrics simple. Trust classic cross-platform metrics such as return on ad spend and lifetime value, as these measures are also directly linked to your company's business goals. Once you've selected the content that you think will resonate with your audience, test your ideas to see which posts are generating the most engagement, approvals, and impressions, and do so for each social platform. Keep testing, learning and optimizing. However, if you want to measure your social efforts, it is important to keep your business goals in mind and develop KPIs that align with your company's overall goals and expectations. Metrics such as impressions and reach should be analyzed consciously.

If you want to increase brand awareness, focus on overall engagement and how long visitors stay on your website. In this way, you can judge whether your content is not just "content-for-content sake", but actually resonates with your audience and promotes conversions.

Question: What are the typical touchpoints / aspects that marketers need to include in their social media campaigns to reflect brand value and meet CMO expectations?

Henk Camphor: One of the most important aspects of a social media campaign is social listening. A robust social listening tool gives you access to real-time insights into consumer sentiment, changing trends and competitive intelligence. These insights are key to helping a brand better understand how consumers view a campaign and what they want from your brand.

The best social media campaigns also have specific goals and are purpose-driven. You need to understand the customer segment you want to reach with a particular campaign. To do this, create profiles or personas for your core groups that integrate data and insights from marketing channels (including social networks) and CRM. In order to understand how, where, and when to connect with your constituents, you need to have a clear picture of their motivations and needs.

Another important aspect is the integration of social data. Our & # 39;Report on social transformation" It has been found that only 10% of marketers believe they have well-developed social data integration practices with corporate systems like Adobe, Microsoft, Marketo, or Salesforce. After ourSocial Trends Report 2021"85% of companies that integrate social data with their other systems have the confidence to accurately quantify the ROI from social media. While data integration is a complex process, integrating paid and organic social media activities is a much more accessible entry point that can help marketers better connect social engagement with customer identity and measurable ROI. We found that mature organizations with fully integrated paid and organic social strategies are 32% more confident in quantifying the ROI of social media.

Question: How important is it for a brand to get involved in social affairs and social investments?

Henk Camphor: This year's most successful brands weren't the focus of the conversation – they chose to listen instead. After brands take the time to listen, they need to find creative and empathetic ways to add value to the conversation rather than trying to conduct it. Brands should stay true to their identity and audience by asking:

  • "What's my role?"
  • "Which conversations are useful for me and why?"
  • "How can social media contribute to my business goals?"

Having a voice in important conversations is very important to a brand. However, if a brand posts topics that are inconsistent with the brand's personality and identity, customers will notice. With so many different conversations happening on social media at any given time, it's important to create an outline for commenting on a conversation, if any.

Question: What methods can CMOs implement to use social media such as Facebook, Twitter and LinkedIn for effective market analysis?

Henk Camphor: There are several best practices that CMOs can implement when using social media platforms for market analysis. Before starting your analysis, always have a clear goal in mind. It is important to consider what exactly you want to analyze, whether it is your brand, your product or your competition. By performing quantitative content analysis by assessing the engagement rate of your social posts, companies can get an idea of ​​whether a message or product is resonating with your followers. Social listening is another incredibly powerful analysis tool. Social listening can help you find out how people are talking about your brand. It's also important not to be shy. As a brand, be empowered to implement tactics like polls and polls on social networks to connect with customers and get informative insights into how your audience thinks about your brand.

Question: How would you push an online event that recommends employees on social media for maximum turnaround?

Henk Camphor: Develop an effective social media strategy in advance and provide your employees with the right resources and tools to promote the event. You can do this by creating the content and social platform guidelines in advance so that employees can easily share them on social media. At Hootsuite, our Amplify tool enables brands to expand their social reach and increase employee engagement. Using platforms that are appropriate for employee advocacy produces the most successful results.

Question: What are your expert tips for the most effective ways to run a social media campaign, especially during the 2020 holiday season?

Henk Camphor: The holidays are a great opportunity for brands to increase engagement and increase sales on social media. Here are my four tips to create an effective social media campaign and stand out from the competition:

  1. Optimize your schedule for social media posting to accommodate changing working days or times. B2B companies often have higher engagement rates during the day because employees leave early and work less in the evening. B2C companies generally have better reach if not during typical working hours.
  2. Keep curating content over the holidayseven if activity on social channels could decline across the board. If you keep calm on social networks, your customers will notice.
  3. Maintain community engagement Relationships, connections, and engagement are the keys to a successful social media campaign. Always respond promptly to customer problems or comments.
  4. The holidays are a great time to showcase the "human" side Of your business. Use platforms like Instagram to present the company and employees and to interact with the community as a whole.

Question: What are the most common mistakes brands make with their social media pushes?

Henk Camphor: The most common mistake brands make is viewing social media as a mere transmission medium. With nearly three billion people on Facebook per month, more than a million on Instagram, and hundreds of millions on Twitter, Pinterest, TikTok, and Snapchat, it's tempting to think that way. While social media began with organic posts and later turned to paid social advertising, brands should never lose sight of the core value of social media: building and maintaining relationships. Take the time to invest in relationship building as this will help brands build strong bonds with their audiences and increase customer loyalty, which will ultimately benefit their business. Take the time to establish your brand's personality and connect with customers using an empathic, human-first approach.

How does your brand get the most out of social media marketing this Christmas season? Are there value creation challenges from the boardroom perspective? Let us know your thoughts on our interview and leave a comment!

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