All enterprises I came across in MENA are keen to optimise their results on social marketing strategy through better content, optimised content workflows, localisation and many other smart ways that rely on more sustainable data sources resulting in more knowledge about users in Social CRMs and more relevant content suggestions. At the end of this article I am suggesting a new way to reach quality audiences with brand messages.
Still today, organisation are fighting for the audience to get more reach of their content across the proprietary social platforms like Facebook, Twitter and Instagram. The natural evolution of social networks discriminates Brands that create content through Algorithms that make them pay in order to reach the consumers. As soon as enough users consume too much content on the channel, the platform creates a reach limiting algorithm and an ad sales team to override the same. These algorithms are beneficial for the relevance and therefore quality of the consumed content for the user, and improve the time the platform is consumed eventually.
Brands have been struggling creating relevant content, which is engaging enough to improve organic reach in social networks. Campaign value is low, because of the low frequency of agencies “campaign based planning”, while a sustainable way to activate users would be more beneficial. 52 campaigns per year have been proven to be creating much higher average reach than quarterly big “activations” alongside a TV campaign.
Agencies and Brands feel the pain and move their activities to smaller but not limited platforms. Until recently for example Instagram was made popular as there was no algorithm, no ads, and just visual content to be produced while influencers can be paid off in bulk. All that changes, aside to the fact that the full reach on Instagram is probably less reach than the “algorithmed” organic reach on Facebook in several countries.
I stumbled across a way for brands to increase their reach in a conveniently controlled way, having an impact beyond only the social marketing department (which usually still has to justify its existence). Enterprises implementing employee advocacy programs into there digital strategy:
While the organic reach of a Brands post lies around 4%-6% on average, a consumer posting his on content has a much wider and less restricted organic reach of approximately 90% in his network. That means if your audience is 100 in total, a brands post will be seen by 4 persons, while a consumer share will result in 90 persons seeing this post. that is why it is so heavily promoted and appreciated that users share brands content.
What if this sharing process can be stipulated, institutionalised, controlled and tracked for these kind of influencers. What if this even allows to incentivise the proactive execution of sharing in this closed environment? What if brands make use of the assets they are currently already using already for business success – their employees.
Just assume there is a controlled ecosystem in which the employees of big enterprises can access a centralised content pool to share from on a daily basis. Imagine that this content pool falls under the strict control and approval of the centralised content team in the organisation. On a daily basis the employees are encouraged and incentivised to share the provided and approved product information, offers, professional content, job vacancies or any other landing pages for conversions in their network. Incentives can be included in the HR department as an element of the compensation plan, additional holidays, loyalty program credits or other catalogue based internal benefits.
While the employees are actively involved in this already in northern European countries as far as I know, the fewest enterprises in MENA have even considered this kind of strategy, enabled though technology.
I would be glad if you prove me wrong and tell be where this is deployed already ?
Let me know.
monetizur.com 