As the COVID-19 pandemic continues to impact the county, more and more Filipinos are staying online to feel a sense of connection with the rest of the world. From Netflix watching parties to Zoom hangout sessions, people are adapting to the new way of spending time with loved ones while staying at home.
It’s no surprise that people are also turning to social media more than ever, especially in the Philippines. According to a survey conducted by GlobalWebIndex, the Philippines has experienced the greatest surge in social media time in the world. Around 64% of Filipinos claimed that they spend more time on social media ever since the pandemic hit, compared to the global average of 47%. This gives businesses the perfect opportunity to leverage social media platforms and connect with their target audience.
However, during times of crisis, the strategies that worked before may not be as effective today. As the country faces rapid changes in the way people live their lives, consumer behavior also experiences fast-paced transitions that businesses need to act upon quickly.
Last week, Kankan Ramos, Managing Partner of InvictusPH and one of the country’s leading social media experts, had an engaging discussion with Truelogic’s very own Bernard San Juan on the best social media practices during the lockdown. According to Ramos, many businesses were already aware of the massive potential of having a social media presence. But ever since the pandemic, a social media marketing strategy is no longer a nice-to-have; it’s become a necessity.
When asked about the best practices to bridge the social distance during a pandemic, Ramos zeroed in on three C’s: Connect, Converse, and Convert.
Over the course of the webinar, she emphasized the need to build meaningful connections and invest in understanding the target audience of a brand. According to Ramos, it’s not enough to just rely on demographics, it’s always good to take an in-depth look at the behavior and psyche of the customers.
After a brand has managed to capture and reach their audience, Ramos says that the next step is to create a dialogue and stories. She stressed that stories and conversations are powerful mediums for human connection. A brand has to empower their community and create a movement in order to stay top of mind. “You need to create true fans – true believers. From there, it will all snowball.”
Furthermore, Ramos said that in social media, a brand has to always be present, but it doesn’t mean you should always be selling. You just have to be there for your community and your audience. “It’s not about you or your products,” Kankan says. “It’s always about the people.” Brands need to empower their customers with personalized content that resonates with them and addresses their needs.
When asked what brands should focus on instead of hard-selling their products or services, she reiterated the importance of connections and building meaningful relationships with customers. “The beauty of digital is that you can segment your messages to specific audiences,” she says. This lets people see content relevant to them and help them feel a sense of community. When they feel like they belong and the brand is talking directly to them, they will develop loyalty to that brand.
She gave a great example by citing Del Monte. Del Monte shares quick and easy recipes using their products to different types of moms – be it working moms or stay-at-home moms. The brand doesn’t focus on selling their products, but on helping moms cook delicious dishes for their families.
“Going to social media is a commitment. You have to put time, effort, and resources to it,”
– Kankan Ramos
Nearing the end of the webinar, Ramos stated that there’s no one playbook for all. Every business is different, including their products, customers, and the community they serve. If one truly wants to succeed in social media marketing, they need to be committed. “Going to social media is a commitment. You have to put time, effort, and resources to it,” Ramos said with vigor. Just like any relationship, if a brand wants to engage with its customers and maintain a meaningful connection, it will take time to build something that lasts.
Interested in the entire discussion? We’ve only skimmed the surface of the two digital marketing experts’ conversation! Head over to Truelogic’s Facebook page to watch the video recap of the entire webinar.