1. INTRODUCTION
The brand I have decided to evaluate and develop and Social Media Strategy is 'Centrecom'. Centrecom are a Computer and IT product retail store located across Victoria. Although they have a number of stores, I am particularly familiar to their online store. I have bought many things from the online store, including all the parts I needed to build my PC. They have competitive prices, they are always a pleasure to deal with, and continually offer amazing deals and specials. The most intriguing part of the online presence Centrecom has is the use of Social Media. Centrecom have established a very prominent online identity including over 2,500 'likes' on Facebook, and 250 followers on Twitter. Their Facebook page, among other sources continually update their news bulletins with bargains and reviews on new products. As I am a frequent visitor to their online store and an avid follower to their Facebook profile, i feel it is appropriate to consider a Social Media Strategy for Centrecom.
Online Store:
Facebook Page:
Twitter:
Youtube Channel:
Blogger:
2. COMPETITOR ANALYSIS
The competitor I have chosen to complete and analysis on is Umart. Umart is also a Computer and IT product retail, located in Australia. They have several stores Australia wide as well as an online presence. Although I am a customer at both stores, and they both offer amazing deals and competitive prices, I must point out that Centrecom has a much more prominent online presence. Umart has no Facebook or Twitter page and their only online presence is from their website alone. Umart's search functions and uses 'twistie' type search's for their products. Personally i like this, it is very easy to navigate through the website. Centrecom also has this twistie type search function, and overall aesthetically, Centrecom takes the cake with their use of big coloured logo and website, it is hard to miss Centrecom.
Overall, this is a Social Media class, and it is evident which business has used Social Media to their advantage. Centrecom reaches out to their customers trhough twitter and Facebook, whereby their consumers can contact them directly or share their feedback with other consumers. Social Media websites should be used by both businesses and consumers alike to develop a online relationship that can produce benefits at both ends.
Umart Website:
3. SOCIAL MEDIA OBJECTIVES
I believe that Centrecom is a good example of a business using Social Media to their advantage. Although Centrecom has a more prominent online presence than some of their competitors, there are always more objectives and tasks that should be met.
One obvious objective is to gain more popularity, and by doing this Social Media is at their aid. One thing to notice is that Facebook is reaching most of their consumers, with Twitter and Youtube following soon after. Youtube can be used as a marketing tool, but i believe that it should not be used to advertise sales, but should be used to attract new customers through means of uploading new reviews of products.
The next Objective i believe Centrecom should be looking at, (which may already be in place) is the use of Google Analytics.
Google Analytics Website:
The reason behind the use of Google Analytics is to track and produce a visible stats of their online presence, this can be in the form of page views, page clicks etc. I believe this is important to any online business, although Google Analytics is used specifically for personal websites and note page views on Facebook, it is good to see monthly trends and how their consumer base is growing/decreasing.
4. PLATFORMS
The platforms that should be used by Centrecom to reach a larger audience and to build relationships with consumers have already been integrated into the business although lack attention. This is due to not as much popularity on some Social Media websites as on others, but this can be solved by giving the consumers the option to visit other means of Social media, this could be by offering specials, and to claim these specials uses must claim a coupon from twitter. Thereby the consumer will sign up (if not already) to twitter and will interact to the business. This will boost their online presence drastically.
Another idea for Centrecom is to develop some podcasts. Podcast, for many, are not really listened to, but for some they can be great. Perhaps a small talk show, or a podcasts (like a radio advertisements) that mentions specials. A small player could be uploaded to their website, and posted to their Facebook and Twitter accounts for consumers to listen to. An online website that could help, is the Talkshoe website.
Talkshoe Website:
5. ENGAGEMENT PLAN
I believe it is important to engage with consumers via tools that can easily be utilized. For Centrecoms situation, they currently have a number of Social Media tools already set up, and with a little more guidance through the use of a Social Media Strategy guide i believe their fan base can grow. Two focal point for all businesses are customer satisfaction and consumer awareness. You must keep you customers happy if you want them to keep coming back, but information must be share with consumers to make them want to keep coming back. Although Centrecom have an online newsletter, another strategy could be the use of Facebook and their functionality of Events. I believe that Centrecom could engage with their consumers by hosting events. These don't have to be physical get togethers, but could be evens whereby they can announce some specials and those who are invited and join the event for that scheduled time can be eligible for special discounts. This is one idea of engaging with consumers, and from previous experience of being apart other businesses who use Facebook events in the same way, it works well. The consumers feel a bigger sense of intimacy with the business, and will find that they will continue going back to the company if they can trust them.
6. CHALLENGES AND CONSIDERATIONS
The main challenge for all online businesses is building their online presence. This can be difficult for some businesses but with the right guidance and now by introducing a Social Media Strategy plan, engaging with their consumers can be easier then they think. It just takes time and persistence.
Although Centrecom have stepped further out into the Social Media then other competitors, there are other steps they can take. One of my considerations could be branching out to other Social Media tools and testing to see what works and what doesn't. Although results will not be seen overnight, in the long haul, Social Media should be used and will deliver benefits for the business, as Social Media can be used to engage with their consumers.
7. TIMELINE
SOCIAL MEDIA STRATEGY - CENTRECOM
1. Develop Social Media Strategy - In progress
2. Focus on Twitter & Youtube to engage with consumers - Over next 12 months (continuing)
3. Reach 5000 'likes' on Facebook - 12 months
4. Reach 2500 followers on Twitter - 12 months
5. Sign up to Talkshoe, release 12 podcasts - 12 months (1 per month)
6. Release monthly/weekly specials exclusive to Facebook/Twitter - Ongoing
8. CONCLUSION
I believe my strategy should be implemented. Although Centrecom have a pre-existing social media presence, it is important how this can still be developed. Most people engage in some sort of social media, this should be recognised by business and put into action as a new way of engaging with their customers. Twitter and Facebook are two tools that can be used to build a trusting relationship with your consumers, aswell as breaking boundaries and drifting into the social media world as it exists today. Social media should be experimented by businesses, and consumers should be encourage to be involved with businesses in the social media world as this can benefit both them and the organisation.
