When busy professionals invest in a gadget or software that makes their lives easier, they’re so ingratiated that they want to tell everyone about it. That’s exactly what the tech industry hopes that you will do.
Social media sites like FaceBook, Twitter, MySpace and others have finally gotten the attention of some Tech companies who are looking to increase their customer base by using these outlets. Although these media channels have long been thought of as simply ways to meet people who are interested in personal relationships, the shift towards marketing and media relations has been gradually shifting and allowing companies the chance to get on board an absolutely savvy marketing idea that’s good for all interested parties.
This news article talks about how the Tech industry is now using the power of social marketing to reach out to customers, gaining their business. We’re all pretty accustomed to receiving email sales or announcements, but companies that take it a step further have got our attention. What I mean is companies and corporations who tweet or who show up in Facebook or MySpace with products targeted specifically for your needs. And, when it comes to technical gadgets, I simply cannot help myself. More is good.
If a consumer just shows up on one of their preferred social sites, join in the discussions and asks someone’s opinion on the new MacBook Air (like I did), they are likely going to get a real, honest answer from a real customer who has tried the product. Whether that review is good, bad or otherwise, the tech industry has found the media value in reviews. They will (and have before) offer customers 1.) a free product as a test drive and review, 2.) join in the discussion, touting why their product is so phenomenal, and 3.) hire bloggers to ghost-blog for them, sharing information with readers in a non-threatening or non-invasive format. This works well for those consumers who prefer to window shop.
The success of social media towards consumers has a hard-to-read gauge because it’s hard to determine when those window shoppers convert into buyers. We know they must convert because the tech corporations would not pursue the consumer so diligently. When the looker does finally convert into a buyer, the payoff is quite lucrative:
Dell said it has used Twitter to sell $500,000 worth of refurbished PCs. The company also took ideas solicited from its IdeaStorm site to make changes to its Latitude laptop.
Dell maximized its use of the social site Twitter to sell its product to consumers and to establish themselves as a credible corporation. Their presence on sites like Twitter is just one example of how corporations are leveraging the power of social media to create a following. Technical industries have always gathered their buyers via trade shows or sometimes even private showings. All of that is changing now as the consumer scene is leaning more heavily towards online sales and strategies. More shoppers are online. Customers want to research before they buy and ask questions and get reviews from other buyers. In many cases, massive sales will be made. In other cases, some won’t make a sale. But all in all, the goal is to create satisfied customers who say nice things and spend lots of money. And, it’s a given that satisfied customers will return, and spend a lot of money – and that’s what companies like Dell hope for.
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