On May 19th, the Annual Meeting of Digital Marketing Agencies was held for the fourth time at the Círculo de Bellas Artes, organized by AulaCM. This year we were joined by professionals from the sector, with different specialties. Clara Soler, CEO of Turistícate, was in charge of opening the day with a fun, entertaining and highly valuable talk.
Clara Soler told us what works best for her and her team in social media, what she takes with her... Neither the crystal ball she brought with her, nor anyone else can predict what will happen in the digital marketing sector in the coming months and years, but what we do know, and Clara knows well, is what works today, thanks to her own experience.
Clara Soler meeting of agencies
What works and what doesn't in social media. Clara Soler at the IV Annual Meeting of Online Marketing Agencies.
At Social Media we love to talk about the future. What will happen, which networks will triumph this year… we love to talk about this topic.
A few months ago, when Stories appeared on Instagram, Facebook, WhatsApp… it was said that Snapchat was going to die , that it was going to disappear. However, recently there was news that said that Snapchat was going to invest more in advertising in the next year than Facebook, and that it had even increased its users by 5%.
And… what about Google Plus? I have been working in this field for 7 years and during these 7 years I have been hearing that Google Plus is going to disappear and no, it is the Jordi Hurtado of social networks.
Twitter, what's happening with Twitter? We spend our time saying austria telegram data it's going to disappear, that it doesn't have much time left, that they've had to inject money into it... But Twitter is still there, increasing its users, albeit slowly. The predictions made on Social Media are still wrong...
I don't dare to tell you what the trends will be for next year or what social networks will be successful or fashionable. What I can tell you is what is working for me and my team right now. I'll summarise it in 10 points.
Social Media Design 1. Sit down with the client to define the buyer persona
We sit down with the client and decide who the buyer persona is, what they do during the buyer journey, during the purchasing process, at every point they come into contact with the brand, that's what works for us. And the best thing about this process to define the buyer persona is to do it with completely different sectors, since we don't move in the same way if we talk about tourism, pharmacy, insurance... each buyer persona moves differently in each sector.
Let me give you an example: myself. Since I've been living in Madrid for 3 years, my way of buying shoes has changed. My buyer journey has changed.
Now I go to many shoe stores. I like a pair of shoes, I go in, I try them on, I ask for my size, I take a photo if I like them a lot and I go home and look for them online, with the intention of finding them at a better price. If I find them at the same price, I wait to go back to the store and buy them, but if they have a sale or something with added value, I buy them online.
We do that in this sector and in others such as the tourism sector. Very few people go to a travel agency these days, we do everything through the Internet. The great thing is being able to define the buyer persona and see the buyer journey to get to the second point.
big-icon-2-65 2. Create the content calendar
The strategy. One of the things I like most is bringing the Inbound Marketing team together, where everyone obviously has their own side, but in the end all the ideas align and that's where a good content strategy emerges, with a ton of ideas thanks to the fact that the team's profiles are different.
icon-large-2-753. Choose the social networks where we should be
It used to be very normal to see companies on a multitude of social networks. Why? If you try to do too much, you do little, so you have to focus . If you have to be on two and make an effort to be very good on those two, then you do it.
[Tweet «In #SocialMedia you have to focus. It is better to be on 2 social networks and do it well than to be on many.»]
big-icon-3-244. Chatbots
They work, but not just any chatbot. Those chatbots that appear at the right time and in the right place, when you are at that point in the purchasing process where you are deciding whether to buy or not and a chatbot pops up and tells you: “if you buy in less than 1 hour, we will give you a 15% discount.”
Those chatbots are interesting, the smart ones. Like the one VAIO has on Facebook, where when you log in, Messenger opens and they ask you if they can help you with something, you say “yes” and they offer you solutions in the form of laptops.
Another great example is what Vilma Nuñez did, she made a post on her Facebook page in which she said that if you left a comment on her post, her chatbot would automatically send you a free template.