The iconic brand Mercedes Benz is pretty awesome. So awesome it extends that awesomeness online to it’s fans.
In the video below, Brian Solis talks with Eleftherios Hatziioannou, former Global Social Media Manager at Mercedes-Benz about Mercedes Benz successfully uses social media to engage it’s customers.
A few key takeaways:
- You don’t need to spend on digital advertising for fans. According to Eleftherios Hatziioannou, Mercedes Benz hasn’t spent a single dollar on digital advertising to get fans. Thinking instead that initiating conversation is a more effective way to gaining their trust.
- Publish content that’s interesting to your fans. A mix of understanding your customers needs and addressing them through content, and publishing content that is surprising makes a big impact. Ask yourself: Why is this interesting? Why would anyone tell their friends? Would I tell my friends? Is this buzz-worthy?
- From push to pull. Social media isn’t about spending your marketing dollars and pushing your message out there, it’s about engaging people to share their thoughts and experiences.
Now you might say that you don’t have a brand name like Mercedes Benz and so these lessons don’t apply to you. Not true. One of the main challenges if you’re a small business is the size of your marketing budget.
Well as you can see, Mercedes is a big brand and they’re not putting that big budget to use in social media. Their spending is focused on creating interesting content, not in the pushing it through channels.
The lessons above apply to any type of company, whether big or small. What matters is consistency and the right attitude. I think this also why Eleftherios Hatziioannou’s job description also included ‘change management’.