Screen Printing - August/September 2013 - (Page 12)
t h e p r e p r e s s w ire
The SoCIAl-MedIA RevoluTIon
Use Facebook and other platforms
to target customers at a granular level.
t’s been about five years since we started dabbling in
social media. At first it was all about the social interaction.
Facebook, LinkedIn, and Twitter were starting to gain some
traction. I remember opening my Facebook account when
there were only 100 million users. Now it is 1.1 billion users,
and the landscape has fundamentally changed.
In the beginning, Facebook was just a bunch of college
kids posting pictures of their frat parties and other personal
shenanigans. It was just fun and games. Over the next few
years, as their meteoric user base kept climbing and climbing, the business community woke up and began to take
notice. They immediately started to market in the old-school
ways by abusing the users with constant pitches, sales,
promos, etc. That’s still happening to a large degree, and the
results are predictably bad. Consequently, businesses will
tell you they’ve tried using social media, but their results
were poor to dismal. They are absolutely wrong.
The revolution in social media isn’t about posting what
you ate for lunch, or where you went on your vacation, or
checking in at a certain restaurant. It has much deeper meaning for your business if you use it correctly. Let’s talk about
realizing the full, revolutionary potential of social media and
the steps you need to take to reap the associated benefits.
Social signals and social proof
We’ll start with the end in mind. Our goals are two-fold.
The first is to maintain a Top of Mind presence with our
customer base. This means building out your fan page and
connecting with your customers and your potential customers.
These are the people with whom you will be conversing. It’s
helpful to realize that most of your customers won’t be ready
to buy anything from you when they see your posts. But they
will probably know someone who they can recommend you
to that does. This is where the Top of Mind comes into play.
You want your services to be at the forefront of their thoughts.
This is pretty straightforward. What’s less obvious is
what we’re looking to do. You never want to engage in blatant, in-your-face selling. Your goal is to present yourself
as the pre-eminent expert or authority in your market.
You want to be the one everyone goes to. To achieve this,
you need to understand social signals and social proof.
Mark A. Coudray is president of Coudray Graphic Technologies, San Luis
Obispo, CA. He has served as a director of (SGIA) and as chairman of the
Academy of Screen Printing Technology. Coudray has
authored more than 250 papers and articles over the
last 20 years, and he received the SGIA’s Swormstedt
Award in 1992 and 1994. He can be reached via e-mail
Social signals are about what you pick up from conversations in your news stream. They may be local, regional,
or national events. They may be items related to your market
niche. They could be just about anything the social sphere
is talking about. You want to enter that conversation and
contribute to it.
As an example, there may be significant buzz surrounding a local event for which you’re doing the T-shirts
or signage. You can actually help to promote the event by
posting useful and interesting photos, videos, or commentary
about what you’re doing to support the event. You might
make a free offer to your fan base that helps promote the
event. You want to add value to the event and build goodwill
and awareness for your business at the same time.
Design your posts to be shared
This is where the viral element shows itself. Viral means
simply that the post is passed along to a greater number of
people than the number originally seeded. As an example,
you have 500 fans. You post something and 10 of them share
with their friends or fans. The average friend/fan base is 266.
The secondary exposure to your initial 500 views is now 10 x
266 = 2660. If the post is really good, it will get shared again
Social proof is where the market validates you. In late
2012, Nielsen, one of the nation’s largest media companies,
released a market survey showing consumer/advertiser trust.
Some interesting surprises were in store:
• Consumer Trusts Advertiser Claims: 13%
• Consumer Trusts Independent Reviews: 70%
• Consumer Trusts Peer (Personal Friend) Reviews: 92%
What’s surprising is the year before, Independent Reviews
were 74% and Peer Reviews were 88%. From the numbers it
should be crystal clear the need to be connected to as many
friends and fans as you can and communicating with them
as often as possible. People buy from those they know, like,
A significant number of Likes will be a low-level form
of social proof or endorsement that you’re bringing value
Table of Contents for the Digital Edition of Screen Printing - August/September 2013
Screen Printing - August/September 2013
The Social-Media Revolution
Color Management for Screen Printing
Slam-Dunk Solutions for Screen Cleaning
Tools and Techniques for the Inkroom
Screen Printing - August/September 2013