Retailers and publishers turn social networking into sales

       Retailers and publishing houses have been turning increasingly to social networking to strengthen their relationships with loyal customers and get feedback.
       Central Pattana Plc, the operator of Central Plaza shopping centres, said it has realised the importance of social networking to promote business at low cost.
       Sakorn Thavisin, senior marketing manager, said CPN set up its interactive media division in April to handle social media in a serious way. It allows more than 200 marketing staff stationed at different shopping complexes to use Facebook to tell their friends about promotional campaigns or events at their stores.
       "Our community is quite strong and those who actively use social media such as Facebook and Twitter are trend-setters.Most of them don't believe in advertising but prefer to listen to what their friends tell them," he said.
       According to a global online consumer survey by Nielsen, recommendations from others are the most trusted form of advertising in Thailand and globally.Personal recommendations and editorial content play a major role in the decisionmaking process of Thais.
       "Consumer opinion posted online can gain the trust of Thai internet users as well," the survey said.
       Mr Sakorn said his recent promotional campaign for the clothing brand CHAPS by Ananda was introduced through Facebook to target customers and it really worked.
       "I think this is the power of social networking: to promote products and at the same time get valuable feedback,"he said.
       Bliss Publishing, a subsidiary of GMM Grammy Plc, said it had successfully used social media to promote its pocket books and receive reliable feedback from readers.
       Managing director Laddawan Rattanadilokchai said the company applied a number of social networking tools to provide information and promote new books to its readers. Readers also have the opportunity to provide feedback about its books.
       "Social media have created a strong community among our book readers as they are intellectual and like to use these media to communicate and discuss ideas," she said.
       Bliss Publishing has more than 100,000 members in these communities and many regularly follow its Facebook, Hi5 and Twitter pages. Moreover, readers can give their opinions directly to some authors, such as Ploy Chariyavej, who is a longtime user of Facebook.
       Since discovering social media, Bliss rarely spends on mass marketing."Social media help us save on operating costs while building a strong relationship with customers," she said.