do you like me?

Marketing and Social Media should be best friends. This is critical for products and services to reach their targeted market in the competitive consumer environment.

I’m a ‘supermarketaholic’ and enjoy visiting the biggest store close-by. Walking the lanes is both nostalgic and different today. Nostalgic because I know this experience will change in the future as it has from my childhood, and its different because I’m seeing products through a different lens. In the past I would seek out new, highly advertised products ‘seen on television or newspaper’; now, I’m checking out the deals and new products filtering across my mobile, logging in to Facebook, Instagram and other social media messages. Yes, its different.

Facebook advertising works so well one does not even associate it with advertising. The images we see can draw us in with very few words, mainly images – this was not my perspective until quite recently. If its good a brief review is given, and this can influence choices. Sometimes I will comment on a product, service or ask for more information, and this can start a conversation with the poster or other readers. If my experience is negative a diplomatic response and experience may be shared or will delete/ remove ad from my feed. That’s my act of community service to people I know and the general public.

Consumer spending today is driven by more than hyped-up, interesting products and disposable income. It goes beyond the borders of influence, and up the alley of social media marketing with savvy promotion. It’s that defining comment which resonates, and initiates a desire or reminder of a ‘want’ which indicates potential valuable return on investment.

Social media marketing & promotion

In my experience, social media marketing can be described as a mixture of penetrating a market through images, conversations and social marketing strategy.

The product promotion can take place in the ‘comments’ of a thread or shared review posted. This is then shared, over and over, by consumers who connect with a ‘feeling’ of value, distributed to others. Indeed it is the trigger from these conversations which can be monetized as advertising, for commercial gain by a hosting platform. This has helped many brands launching new products and give renewed life to a product in decline stage of product life-cycle. Platforms such as Instagram, Twitter, Facebook and LinkedIn to name a few add commercial value with their promotional assets — online subscribers, through incessant conversations and sharing, which support commercial activities .

There are few ads on Facebook which generate a desire from me to look further in their present format.They give me that feeling from the past, of getting up during the commercial breaks to go for popcorn or a drink. These ads are pretty and I may miss a deal or two, but hey, they do not impact on what I’m going to buy or where I will shop most times. If there is a conversation, then I am drawn in and my credit card can tell that ending!

Storytelling in social media marketing & promotion

One of my theories on why some ads on social media do not appeal, has to do with ‘verified experience/value added’.

The comment threads act as a storyteller! Yes. Its like opening a book and reading a dialogue, complete with human feelings and stimuli. Sharing from my consumer experience;

The Pub — There is a new outdoor mall with a pub I wished to visit. The name and graphics on the sign grabbed my attention. On Facebook a comment on the pub was shared by a friend of a friend, with a dissatisfied heading announcing ‘poor service at $200 per meal’, the few lines posted were mainly negative feedback. On reading I thought — “won’t be spending $200 to be insulted anytime soon, or ever!” That was instinctive. A few days later on another thread, I read a positive experience one of my closest friends had at the same pub, and she keeps going back. Both experiences were different but the bias of my friend knowing the owners, and may be getting preferential treatment, was sufficient reason to pause. Full story ending indicates, was not convinced to go!

Soaps — I’ve been noting a few friends keep sharing an ad on a new line of bath soaps with herbal and natural extracts. I like Dove, but reading the the comments caught a scent and feel of a different experience. Something soft, mild and without a lot of additives, and it smells divine based comments from people I don’t know. As I hunted the lanes in search of this product, can only recall the name and the experiences driving me not to give up! It was not on the shelves, and asked the supervisor about the product line. Her response was negative, but asked for a description — shared from my Facebook screen and on next visit it was in the store.

Marketing and social media can deliver an experience, which is replicated through the buyer/consumer conversations. Good or bad, everything can get validated from stories we hear/read via comments. At the end of the day, marketers need to move the customer towards exchanging cash for product/service. That is the objective.

Social Media sharing is big and can lead to great success and awareness before a brand image can be tarnished and should be a part of most product marketing strategies. Going beyond the superficial is demanded by the new consumer, as they engage and act on experiences of others. Marketing and Social Media are best friends, so lets get those consumers to feel our brands, through conversations!. 

Thank you for reading and adding to these observations shared.

Donna-Luisa is social distancing via Twitter and Instagram 🙂 while wearing a mask, and drinking a hot cup of Colombian Coffee – black with 2 sugars!

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Donna-Luisa Eversley

About Me: There is a lot more to the multi-dimensional person who makes up Donna-Luisa Eversley. Experiences in Sales, HVAC, Business Development, Entrepreneurship and everything else are intertwined, existing together. As a problem-solver navigating through chaos and crisis is my new normal. We can make sense of everything!

“You were born in a time of technology and change, embrace the opportunities.”(Donna-Luisa, 2020)

Contact: dleversley2017@outlook.com for appointments on business/ speaking/coaching.

Copyright © 2020 Donna-Luisa Eversley. All Rights Reserved.

Photo Credit: Adam Jang via http://www.unsplash.com

Revised 10/07/20. First version published in ‘Marketing and Growth Hacking via Medium’ – “Reaching Consumers through Social Media Conversations”- on 05/05/2017

The Agile Organization

Transitioning to an adaptable operating business model is needed now, as every business seeks to find a path towards sustainability. What is the best way forward, and the ‘new normal’ is different for everyone. When facing a struggle, survival is key to staying alive. What happens when you survive from month to month depends on actions, reactions and observations. Knowledge applied is a commodity well used right now.

Thinking…

Moving swiftly with precision is a tactical approach and one sure way of keeping your business alive. Focusing on cross-functional behaviors will help in re-purposing resources as the macro global vision is a force which cannot / and should not be avoided. Everything globally is connected in some way to local outputs. Having consumers able to spend on essential and non-essential commodities and services has been how economies have grown and expanded at an ever-increasing rate in recent times. The pandemic Corona-virus Covid_19 has halted everything. It’s time to stabilize and move from basic survival mode to a robust sustainable operational business model.

Let’s look at the past;

Your operating model was developed over time and based on value aligned with mission, purpose and profitability. Everyone was focused on customer service and delivering exceptional value and variety while building and expanding a well-oiled income generating portfolio of goods and services. Audits and reviews of processes and systems were overlooked, as demand for more (driven by consumer desires) exceeded the need for operational efficiencies in many core areas. The laissez-faire approach to how things were done was based on access to anything and everything, being instantly available, until it was not.

Moving forward in the present, towards the new normal;

Agility is much more than a word for being adaptable and quick to respond. Agility in business should encompass, flexibility and innovative responses based on non-structured approach to solutions – making actions a reactionary response when stimulated with barriers. Corona virus Covid_19 has given businesses a great opportunity to operate leaner, more efficiently and within a sustainable scale of performance. Forget the nice to haves, they were driving prices up and out of the reach of mass consumers in almost every category of business. The biggest challenge for many will be to move towards new opportunities while letting go of the comfortable costs of an old normal.

McKinsey advises for an agile operating model to work well, organizations need to establish the right rhythm and coordination with teams to get things done. From my perspective, will add relaxing ‘barriers’ which box in a company’s mission, allowing alignment with value and deliverable to flow based on new ideas and technologies. Virtual systems, such as Cisco Web Ex, Zoom, Whats App, Team Viewer, Arkadin, Go ToMeeting, and others have been the stars of ‘ the Agile Operating business. Getting things done with speed, efficiency and in real time, has shown how travel and relationship budgets can be cut, without compromising on quality. In fact, quality and real-time relationship growth has been an opportunity realized for many during this pandemic. The agile organization has to be re-birthed from chaos and crisis, with little structure, and more reactionary feedback to remain sustainable. The new normal is the Agile Organization, with a new operating model.

Agile actions will trim excess, allow for leaner operations in business while satisfying all basic relevant commercial needs in the short-term; for now, this should be the priority for businesses to survive and move through the pandemic successfully.

Next Part 2– The Agile Consumer

“Change is happening globally and everyone is impacted, including the consumer. Reacting to different choices and restricted capacity, is a new normal for the consumer. Introducing the Agile Consumer, who is able to gain more with less, and evolve to change their society with every commodity purchased.” (Donna-Luisa Eversley)

Thank you for reading and adding to these observations shared.

Donna-Luisa is social distancing via Twitter and Instagram 🙂 while wearing a mask, and sipping a glass of anything cold with a cherry and pineapple!

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About Me: There is a lot more to the multi-dimensional person who makes up Donna-Luisa Eversley. Experiences in Sales, HVAC, Business Development, Entrepreneurship and everything else are intertwined, existing together. As a problem-solver navigating through chaos and crisis is my new normal. We can make sense of everything!

Give Hope to all you meet and watch the world grow!

Contact: dleversley2017@outlook.com to book appointment.

Copyright © 2020 Donna-Luisa Eversley. All Rights Reserved.

Changes 2020

Mayaro, Trinidad. 2019

New world, new normal…

20 years ago, there was no Facebook, but when it came, everything changed with communication, sales, marketing and life. A catalyst was needed for others to think out of the box more urgently than ever before. Suddenly everyone could do better, and that was good for the development of social media as we know it now.

Recalling MySpace with a bit of trepidation and mistrust seems quite laughable now.  Wanting to cross the barriers of the brick and mortar divide was not a thought for many, as the possibility of a sci-fi reality was only in the movies and not real life. Fast forward to today and reality TV and the way we can connect with personalities who live in the public eye by choice. The shared messages of ‘real life’ are streamed, downloaded exchanged, shared via messaging platforms and influencing decisions, hopes and dreams.

In walks the entrepreneur and the fascination of creating something new, innovating with game changing behaviours, and hoping to land the ‘next big win’. Recently, I discovered a great idea which had been in its developmental stages, filled with excitement and hope had been innovated and trademarked by Microsoft. Indignation was fleeting, as my fascination to uncover the answers to questions formed stared back at me in Microsoft 360.

Coronavirus Covid19 has come at the best of times when as a global society we have peaked in technological advances and communication access. Yet we cannot seem to discover and communicate solutions fast enough, as the art of listening remains in the background of spurious actions. Indeed we need a way to capture all in data flying in the clouds and have a sci-preneur step up and connect the dots; giving a process of data analysis which can distract from professional mould of how things are presently done, and how things can be without the barriers to real communication and understanding.

There is a global problem and a new way of fixing for tomorrow is needed. As the planning starts about lifting a lock-down and resuming life, the road ahead needs to be built, and sadly, those with theories which worked before must now look into what they do not know, and start something new with the best that remains form the old.

Let’s all put our thinking caps on and go where no man has gone before – into the future.

© Donna-Luisa Eversley & DWORDSLAYER, 2020. All Rights Reserved