Driving Social Engagement With Offline Marketing

Category: Digital Advertising

Estimated time: 50 minutes

OVERVIEW & PURPOSE

The power of social engagement cannot be denied. Engagement is a means of strengthening relationships and customer trust in your brand, and despite all the security concerns of 2018,  social media remains the best platform to facilitate mass brand value! ‘Social currency’ is immediate, it’s accessible – it’s where your audience is already at.

Social media engagement measures public shares, likes and comments for an online business’ social media efforts. Engagement has historically been a common metric for evaluating social media performance but doesn’t necessarily translate to sales. As a result, brands are slowly starting to learn that if they want to drive more than just popular opinion and increase actual sales, they are going to have to add a tangible, offline element to their brand experience. This module will help you understand the ins and outs of social engagement and also understand how you can use offline strategies to drive social engagement.

OBJECTIVES & RATIONALE

Back in its heydey, social media was the golden ticket to exposure, engagement and sales. This is no longer the case.Today, business must carefully consider their content, advertising channels and brand message in order to position their brand to stand out amidst all the noise. In order to stand out, brands are also realizing the importance of Integrating online and offline methods of advertisement in order to boost sales and engagement. To that end, this module is designed to help you understand:

  • The dynamics of social engagement in a saturated digital world
  • Social integration tactics to drive engagement

IDEAS/TOPICS COVERED

  • Social engagement and digital sales
  • Online-offline integrated marketing

LEARNING OBJECTIVE 1

The dynamics of social engagement in a saturated digital world

DETAILED LEARNING

Times have changed. Although technology has permeated every aspect of our lives, the impact and reach of our social platform interactions with our consumers is drastically reduced. Today, there are more marketers and advertisers online than real people posting personal stories. This not only means more competition for consumer attention but also means that people are more wary of trusting the information they find online.

However, across audiences and industries today, people still share one behavior in common: everyone is bringing their ‘online’ devices with them to all of the ‘offline’ places they go, and sharing all of their offline experiences online. Today, if you want to drive social engagement, you must pay attention to doing interesting things offline!

If you want to effectively market your business in relation to the behaviors of your target audience, you need to integrate your online and offline strategies.

ACTIVITY

Imagine you are a part of marketing team at a mall. What are some online-offline strategies you can use to drive engagement and increase the footfall of consumers at your location?

List down 2 social media advertisements that you have recently seen involving offline events. Did they work in grabbing and keeping your attention? Why, or why not?

LEARNING OBJECTIVE 2

Social integration tactics to drive online-offline engagement

DETAILED LEARNING

Social integration with live offline events or experiences can lend a tangibility and trust factor to your brand efforts. By following the five tips below, you’ll be able to boost your social media engagement through the power of offline marketing.

Maintain Consistent Profiles

Have consistent social media profiles, and feature them in your offline marketing. Don’t simply say, “Follow us on Twitter, Facebook and Instagram.” Instead say, “Follow us on Twitter, Facebook and Instagram @Brandname.” Let people know what account to follow; this is especially important if there are duplicate, or similar, social media accounts to yours.

Take offline conversations online

Encourage people to go online and engage with your brand. Take advantage of the fact that everyone is connected to a mobile world and ask them to go and interact with your brand on social media; you can ask them to tweet a particular message or use a particular hashtag.

Incentivize social interactions

Reward offline users for interacting with your brand.  Getting an offline user to interact with your brand online can be a bit tricky, but not impossible. Sometimes, rewarding offline users who engage with your brand will do the trick.

Provoke Dialogue

Ask a question or insert your brand into a trending conversation. A good way to approach this is by asking your audience an interesting question and asking them to take the discussion online — it is important to ensure that the questions you ask interest your audience and are relevant to your brand.

Show Some Social Proof

Encourage people to live tweet your events. This gives you an incredible amount of social proof when people attend your brand event and post content that indicates your event was worth attending.

Use Tech To Your Advantage

You can even create a QR code. That is the funny looking black and white codes you see around. What you do is scan it and it opens a webpage. This is a great way to get people to interact even more. Social media is a great way to advertise, that cannot be understated. As previously stated, it allows people to interact with your company. They can actually create a dialogue and you can get to know your customers even more.

Bring Offline Events Online

Events constitute an offline marketing strategy that can take many forms. These include open houses, parties, fundraisers, contests, seminars, workshops, and more. They may center around networking, launching a new product, celebrating an anniversary, or building the community. If you are hosting an offline event, bring it online by announcing and promoting it via email and social media. Even if you send out email or direct mail invitations, you might still want to create an invitation online, such as through Facebook

Bring Offline Sales Online

In-store promotions are a great way to get people coming into your store, and for you to enhance your personal interactions. But why limit those promotions to only people who know about you or are walking by? Expand the reach of your in-store promotions by sharing them online.

Bring Offline Swag Online

One way to boost exposure of your business is through branded swag, such as T-shirts, hats, or bags. People walking around wearing these items are like mobile advertisements for your business. Take this offline marketing method online by posting pictures of people using your branded gear, or encouraging people to post themselves.

Other Offline to Online Marketing Ideas

Some other offline to online marketing ideas include:

If a customer indicates they have had a really positive experience, ask them to write an online review.

If you have a particularly memorable experience with a customer, share the anecdote on your blog or newsletter with a takeaway or lesson learned.

If you have print material, use tracked phone lines to find out which materials are generating the most calls and which ones lead to the most conversions.

EVALUATION

You are a part of the PR and event management team for an upcoming concert in your city. You are given the responsibility of creating a buzz about event and attracting local college kids to the concert. List all the strategies you will use to drive engagement using online promotional activities and offline activation/events/engagement.

FURTHER READING

https://www.socialmediatoday.com/content/what-engagement-social-media

https://audiense.com/10-ideas-examples-to-get-you-integrating-your-offline-marketing-with-social-media-tips/