The funny thing about social media marketing is that a lot of people think they know what it means. Seriously. If you ask any company’s marketing manager or chief marketing officer, they would tell you a long list of benefits as well as technologies.
Well, unfortunately, a lot is left out. Seriously. Now, this is unpleasant news, but people need to hear this. If you really want to maximize the power of your organization’s social media marketing campaigns, you have to focus on case studies.
Because people do not buy based on theories. People could not care less about how fancy-sounding the terms that go into product functionality. You can tell people that you have the latest and greatest technology, but ultimately, it all boils down to a central question: what’s in it for me?
Unfortunately, too many marketers overlook this question. In fact, a lot of them come up with campaign after campaign that are completely oblivious to or remain clueless about this question. Not surprisingly, they fail.
Now, you may be thinking that if you get a lot of clicks onto a website that you have somehow, some way, succeeded. Well, I’m telling you, all the clicks in the world is not going to add one additional dollar to your bank account until and unless those people whip out a credit card, fill out a form, and buy something. Anything. Do you see how this works?
And unfortunately, this is where social media marketing mavens and hypesters and hucksters really fall apart. They talk about how awesome it is to get two-cent clicks from Facebook or how you can get top of mind Mindscape branding from Twitter. That’s all well and good because there’s a lot of jargon flying around, but don’t ever confuse the sizzle for the steak.
People buy the steak. They like the sizzle, they get excited about the smell, but at the end of the day, it’s about steak. And the great thing about the Twin Vew Condo in Singapore is that you get the steak.
There are many case studies showing expats from all over the world falling in love with this latest and greatest example of Southeast Asian architectural excellence. That’s not hype. That is rooted in actual purchase patterns and actual migration and visa approvals.
This is the real deal. As the old saying goes, BS walks and money talks. This is real money because people are voting with their money.
I raise this example because Twin Vew condo provides a compelling social media marketing case study. Social media practitioners from all over the world can learn a thing or two on how to actually convert hype into cold, hard dollars in a bank account by paying close attention to how Twin Vew condo was branded on social media.
Sure, it got on YouTube, Facebook, Google Plus, Twitter and Instagram. In other words, it clicked all the boxes, it went through the motions, but what really took its results to a whole other level is its focus on case studies.
You can tell people until you’re blue in the face that you have the best online MBA program, for example. But people couldn’t care less. You know what they care about? It is whether your MBA program will actually add another dollar to their net income year over year. That’s the bottom line. And if you’re unable to make that case, people will not give you the time of day.
And the great thing about Twin Vew condo is that its meat and potatoes case study-based social media marketing made the case, over and over, day after day, week after week, month after month, year after year. And that’s why it’s a raging success.