After a slow start, utilities have now clicked that social media enables them to reach a wider audience than ever before and are engaging with online platforms as a marketing tool. The question is, with social media developing at such a fast pace, how can businesses make the most of the opportunities it presents?
The key is to integrate the use of online platforms into the wider marketing strategy. Social media must exist as more than an add-on or optional extra. Activity must be underlined by a solid communications strategy and work cohesively to support and inform activity across all other channels, both on and offline. This will lead to a stronger – and lasting – brand presence.
One of the most significant benefits offered by social media is that it can be used to great effect to create a strong brand identity. Utilities operate and compete within a relatively small space, so it is essential they set themselves apart from their competitors by developing a brand with which customers can identify and build a relationship. “Faceless” companies today are a real turn-off, so to drive engagement it is vital that businesses create a personality online to help them connect with their target audience.
It is also essential to ensure key messaging is consistent across all communications channels. This is particularly important if there is a team of people responsible for the company’s online activity, because idiosyncrasies need to be avoided. A high level of consistency allows for more targeted messaging, which increases the chances of establishing long-term customer trust and loyalty, and ultimately drive sales.
The tone and content of marketing messages should be agreed in the early planning stages of the campaign and, ideally, in consultation with the wider team. It is important for those within the business to understand and buy in to the strategy and objectives from the start, before work begins.
One company that has fully embraced social media as a marketing tool and successfully integrated its online activity with offline is EDF Energy with its Zingy character. This has proved popular as part of the company’s TV campaign and also has a strong presence on the official EDF Twitter page.
Working with social media, it is advisable to keep in mind that although the technology may be new, the fundamentals of marketing – getting the message right, remaining on brand and delivering value – are the same.
Today’s consumers are savvy when it comes to spotting disingenuous communication, so the focus needs to shift from deliberate “campaigns” to a more genuine cause. Particularly in tough financial conditions, people need to feel they can trust and believe in a brand, so the challenge for marketers is to generate meaningful content, which will encourage engagement with the target audience.
Also bear in mind that in addition to established online platforms such as Twitter and Facebook, new social media channels are emerging all the time, which offer an array of marketing and engagement opportunities. It is important for utility companies to keep on top of these developments to avoid getting left behind.
One channel that is becoming popular is Pinterest, a photo-sharing site allowing users to pin and categorise images of interest to a virtual board, encouraging engagement and the sharing of ideas. This can be a good tool to set a business apart from competitors, because it enables a company to become a source of inspiring content that genuinely interests the target audience. Research also shows that Pinterest drives more people to websites and blogs than any other social media platform, so it can be a valuable marketing tool. Very few utilities are active on newer social networking sites like Pinterest, so this offers fast-movers the ideal opportunity to stand out from the crowd and engage with customers in a different way.
Bryan Adams is managing director of internet marketing agency Ph.Creative