If you have been thinking about social media as a big distraction, you are not alone. I have been guilty of the same thing.
Like it or not, however, social media is here to stay and we ignore its potential only at our own great peril. This article will explain why social media is becoming so important to the rental industry. It will also provide some ideas on how to get started on the right foot.
Evidence of the Importance of Social Media.
The four big players are Facebook, Twitter, You Tube and Goggle+.
All four of these social media outlets have experienced exponential growth over recent years, and predictions for 2012 show that this trend is set to continue. In January 2010, Facebook reported 350 million users, and just one year later this figure rose to over 500 million. In January 2010, Twitter reported 75 million active users. By 2011 the company experienced a 250-percent growth, with over 175 million users. Google+ is still a relatively new platform and one that is growing rapidly. By the end of this year Goggle+ is predicted to have over 400 million users.
Facebook, Twitter, YouTube, Google+: Four huge players, but which one is right for your rental company?
If you are new to social media, it is a good idea to create personal accounts on all four platforms prior to launching your rental company’s campaign. Get comfortable and confident using this technology. Learn how to monitor, post, and interact with other users.
All four platforms are worthwhile avenues for exploration. Twitter and Facebook are great places to start because they are easily accessible via smart phones and other mobile devices and very easy to monitor. Twitter is very effective for posting quick links and product information updates.
United Rentals, Inc. is a noteworthy rental company currently using all aspects of social media to their advantage.
United Rentals, Inc. has been working with the award-winning television show Extreme Makeover: Home Edition for over four years. They regularly use Facebook and YouTube to post snippets of the show to keep their followers engaged and to also showcase the heart of the company to their customers. Undoubtedly, United Rentals is in a position of considerable leverage, but this example of using social media to show the human side of a rental operation can, with some creative thinking, be adapted to your own online marketing campaign.
Manufacturers are also creating viral video – see JCB’s dancing diggers video that helped bring new enthusiasm into the brand. See http://www.youtube.com/watch?v=uFBAzRc5vXE
Currently, the number of rental companies using Google+ is rather insignificant, and those that currently have a presence there are not making it the focus of their marketing efforts. This is expected to change. Marketing experts predict that the Goggle+ audience will grow significantly. Once it does, it will be interesting to see how rental companies use this new audience to their advantage.
The First Step
Before you launch your social media campaign, investigate how your peers are using it to their advantage. This does not mean strictly limiting your research to peers in our particular field. Take a look at a range of innovative companies you admire and examine how they are approaching the challenge of engagement, interaction and ultimately, increasing conversions. Pay special attention to design and tone of voice. You will note that a number of high-end organizations actually use a conversational voice and with good reason, the essence of social media is interaction and a conversational tone inspires users to interact.
Create Something Worth Sharing
Social media is more than just a marketing platform. A common mistake for a company new to social media is to use the platform to only list their operations and products. Instead of simply announcing a new machine or product to your fleet, interact with your customers and focus attention on the solutions the new item can provide.
For example, if you specialize in the special events industry and you are adding a new tent to your fleet, time the announcement to take place during graduation season and pose a stimulating question. For example, “How many graduates do you think you it is possible to fit into this tent?” If you follow this up by answering the question with an infographic or a humorous viral video of graduates trying to cram into the tent, you have content that potentially will be shared throughout the social media community and ultimately drive more business to your operation.
What about the Down Side of Social Media?
Some rental companies refrain from using social media because they are concerned with the fact that it provides a platform for potentially negative comments and questions regarding their business. But it is universal opinion in the public relations field that it is better to know what your detractors are saying than being unaware of your faults.
If you receive some negative feedback, find unique and compelling ways to resolve any dissatisfaction or complaints you may receive. If you address any issues regarding your service or quality in a unique and honest way, you will find that you will actually gain the respect of the detractor rather than losing any additional clientele.
Become more actively involved in the rental industry
Social media does not have to exclusively revolve around a client base. Many rental companies are using social media to keep up to date with the rental industry as a whole. Following new projects, trends and other industry insiders, will give you valuable information that you can use to engage your client base.
Reaching out to your suppliers can also help you stay abreast of their latest product launches, promotions and improve your business relationship. Actively involving yourself in your suppliers’ social media can also give you the opportunity to discover what products your competition is using and how successful their endeavors are.
“Liking” your rental suppliers on their own social media sites can involve you in conversations as an authoritative resource and give you the opportunity to answer any relevant questions their customers may have about products you currently use. Gaining you respect from your peers and new potential customers.
Real Time Marketing
People involved in social media demand real time interaction, so be aware of this before you launch your social media campaign. A well-executed campaign can do more than simply show the face of your company; it can also show your heart. But if you do not allocate a reasonable amount of time to your social media endeavors, a social media presence can actually do you more harm than good. People expect immediate answers to questions and queries and if a customer has to wait days for a response from you on a social media platform, this will most likely lose you business.
