Mengelola Media Sosial Untuk Pemasaran - Market Think 151

Summary

In this video, the speaker explores the complexities of social media marketing, highlighting the challenges brands face in managing platforms and creating engaging content. They discuss how social media has become the most consumed medium but also present issues like identity verification, sales attribution, and creating relevant branded content. Using Cu Tissue as a case study, the speaker examines a humorous content strategy that gained exposure but lacked strong brand connection. The key takeaway for marketers is balancing engaging content with establishing a meaningful link to the brand, avoiding both overt hard sells and shallow content.

Takeaways

• 😀 Social media is the most consumed platform by consumers today, but managing it effectively presents challenges.
• 😀 Social media platforms allow users to create anonymous profiles, making it difficult for brands to identify and track their audiences.
• 😀 Data from social media cannot be exported easily for analysis, which makes it challenging for brands to gain insights into their audiences.
• 😀 While social media offers high engagement, it is difficult to attribute social media activities directly to business outcomes like sales.
• 😀 Social media platforms often disrupt user journeys with warnings when clicking external links, which can lead to broken marketing experiences.
• 😀 People use social media primarily for relaxation and entertainment, which makes creating branded content that doesn't feel like a hard sell important.
• 😀 Humor-based content is an effective way to engage audiences on social media and increase exposure and followers.
• 😀 The Cu Tissue brand successfully increased exposure and followers with humorous, entertaining content that did not overtly promote their product.
• 😀 The strategy of using humor in content may build awareness but doesn't create a strong connection between the product and the brand.
• 😀 Subliminal messaging is important for building brand memory, but Cu Tissue's content lacks sufficient subliminal exposure to make a deep impact.
• 😀 Brands should aim to make their content entertaining while also subtly connecting the content to the product to build brand association and recognition.

Q & A

What is the main challenge in managing social media for marketing?

The main challenge is that social media platforms allow users to create accounts without verifying their identities. This makes it difficult for brand owners to understand who is truly interacting with their content. Additionally, consumer data cannot be exported for detailed analysis, making it hard to understand the audience beyond the platform itself.

How has social media consumption affected traditional media like newspapers and TV?

Social media consumption has significantly overtaken traditional media platforms like newspapers, magazines, and TV in terms of time spent by consumers. This shift is evident as social media now dominates as a source of awareness and engagement, leaving traditional media with a reduced audience.

What issue arises when trying to attribute business outcomes like sales to social media efforts?

Attributing business outcomes, such as sales, to social media efforts is difficult because of the broken customer journey. Social media platforms often create friction by warning users when clicking on external links, which reduces the likelihood of users completing actions like purchases.

Why do people use social media, and how does this influence marketing strategies?

People use social media to take a break, refresh, and enjoy content that interests them. This creates a challenge for brands, as marketing content that is too 'hard-sell' can be easily skipped by users. To succeed, content must be engaging and entertaining to avoid being dismissed by algorithms as irrelevant.

How does the use of humor in social media content impact brand exposure?

Humor in content can increase brand exposure and engagement by making the content more relatable and shareable. People are more likely to interact with humorous content, which in turn boosts its visibility through social media algorithms, leading to increased followers and broader exposure.

What is subliminal attention, and how does it relate to social media marketing?

Subliminal attention refers to the unconscious awareness of stimuli, even when our conscious focus is directed elsewhere. In marketing, this concept can help reinforce brand messages by associating them with elements that capture attention, even subtly, such as humor or consistent visual cues in the content.

What role does 'familiarity' play in building brand memory through social media content?

Familiarity plays a crucial role in brand memory. When consumers repeatedly encounter a brand's logo or presence in content, even if subtly integrated, it creates a sense of comfort and trust. This effect is known as mere exposure, where people are more likely to choose something familiar over something unfamiliar, even without logical reasoning.

What is the risk of creating social media content that is solely entertaining without a clear connection to the brand?

The risk is that while entertaining content may attract attention and engagement, it may fail to create a strong connection to the brand. This can lead to the content being remembered for its humor or entertainment value, but the brand itself may not be recalled, making the marketing effort ineffective in building brand recognition.

What suggestions are given for improving the connection between branded content and the brand itself?

To improve the connection, the content should be more aligned with the brand’s identity or product characteristics. For example, a tissue brand could use soft or gentle themes, creating content that connects emotionally with consumers while subtly integrating the product in a way that feels natural and relevant to the audience.

What can be learned from the Cu Tissue brand's social media strategy?

Cu Tissue’s strategy successfully attracted attention by using humor and entertainment, but it missed an opportunity to build a deeper connection between the content and the product. While the approach increased exposure and engagement, a stronger link between the content and the brand’s identity could enhance long-term brand recognition and memory.