By Daina Middleton
July 17, 2008
As more customers engage with social media networks, brands are following suit in the hopes of intercepting them with advertising messages.
Brands that are deciding to market within the social media space need to think carefully about engagement. In fact, "engagement" is probably not even the correct word, given the personal nature of the social gatherings occurring online. The tips for marketers deciding to forge conversations with customers in a social network are analogous to social etiquette at a party.
Know the social network you're entering. The importance of customer insight in today's marketing challenge cannot be understated. As marketers, we use the phrase "know your audience." However, this doesn't adequately describe the environment marketers enter in social network sites. The word "audience" presumes the marketer has the stage and permission to perform. This is simply not the case in a social network environment. Marketers need to understand there is a social event happening with or without their presence, preferably without. For example, if you're going to a party, don't you want to know who's going to be there? Are you even interested in these people and what they're talking about? Are they interested in you? What is appropriate to wear? What's protocol on what to say and how to act? Understanding the hearts and minds of the members of the social network is crucial before trying to engage them in a brand conversation.
Remember that you are entering a conversation. Marketers are used to controlling the message and broadcasting it at high volume. Social networks are conversations, and marketers are guests - maybe not even invited to join. Placing a one-way banner ad on a social network is like trying to run a radio spot during a telephone conversation between friends. When playing in the social network space, the marketer must enter the conversation as a facilitator of communication and offer meaningful value to the community, not expect to dominate the conversation with a marketing message. Remember the reason why people join a conversation in a social network - it usually isn't to find something to purchase. Understanding the engagement has more to do with a holistic advocacy relationship versus a purchase, which is important to remember.
Be authentic and transparent. This often is a tough one for marketers who are accustomed to tightly controlling the message and who like to be the magic behind the curtain. If you go to a party and don't really tell people why you're there, or are not honest about who you actually are, there likely will be negative consequences. The same is true for brands entering social networks. Brands need to be up front about why they're there and what they're about. If you think you can get away with behind-the-scenes manipulation or being something you're not, don't even consider social networks. There are brands that have tried this tactic only to experience an extremely negative backlash.
Provide committed value. The key to successful brand conversations is providing something meaningful and relevant to the community. Again, this means understanding the customers enough to provide something of value. Often, this also means innovative creative that goes way beyond traditional advertising. It may be employing technology or content that gives something meaningful and relevant to the community, and is consistent with the brand's positioning. Keep in mind that if the community does find value in the offering, they aren't going to be excited to have it suddenly disappear - remember this when developing the media plan. Engaging in a social network can be a long-term commitment if done correctly. Providing a valuable tool and then taking it away is potentially worse than not providing it in the first place.
Diana - Great points. I
Diana - Great points. I would go one step further and say marketers need to step away from the idea of "advertising" at all on Social Media networks. Most SM users ignore or dismiss advertising and general marketing messages. Marketers need to go in with the idea of joining conversations but also starting them and establishing open, two way conversations. There are some companies and brands that really get it.
But many are still thinking in terms of what I call the old marketing rules... "advertising" at users instead of engaging, relationships, two-way conversation, establishing trust and gaining advocates - and that's a recipe for a backlash.
Nicky Jameson
http://copywritingstudio.com
Marketing and Sccial Networking
At the end of the quarter, then, how can this be quantified? "Trust me" is not a line item in the marketing budget, or lets you do match to determine ROI.
measurement
You cant measure many forms of advertising. One thing I believe is you can make numbers lie to prove what you want. How can you measure Guerilla marketing, or the value of celebrity endorsement? These are some of the most effective forms of advertising at the moment.
But you can measure direct
But you can measure direct response marketing. Because it involves asking a prospect to take a specific,measureable action, you can both measure and track not only the action but how effective that action is, even how many sales are made from it.
As far as Social Media is concerned you can also measure and track response, but the metrics may be different. Measuring the # of hits to a site is rarely useful, whereas measuring the # of trial downloads as a result of a contest you've run an offer you've made is not only possible but necessary.The key is to agree the metrics and what you want to discover before you begin. For anyone who may be interested I've recently published a free report called "The 19 NEW Rules of Social Media Copywriting" available from http://copywritingstudio.com/special-report.html and while it touches on measurement in Social Media, its purpose is helping marketers write effectively for Social Media.
I believe direct response marketing is always copy-driven.