Something really key that brands must consider is that the social app and/or any ads on social networks really need to focus on the consumer and what they get out of social networks, why they're there. etc. The traditional approach of placing product-based messages and media is not the answer. Also, branded apps need to be planned as part of a larger strategy and follow the same principles of what makes Facebook apps successful - fun, funny, entertaining, educational, interactive - again, not focused on "the 30 second message". Great post - thanks!
John
· 1 year ago
mind food. thanks.
ian
· 1 year ago
Great post and definitely highlights some of the serious challenges marketers are having with social media marketing. It's an interesting time to be a marketer because we're experiencing a fundamental change in strategy.
This change starts with social media's promise to deliver engagement (beyond the click), but engagement and reach don't work well together. To obtain engagement, brands need to offer something compelling to the right consumer at the right time, not to as many people as possible.
Social media and engagement are about building brand-consumer relationships, and that's completely game changing. Once the relationship is established, brands must make the commitment to foster it, working to build a stronger and stronger bond. Until brands get this, they'll have a hard time seeing the value of social media marketing.
This sentence from your post caught my attention: "The best solution for brand marketing on social networks combines a media buy for reach with a compelling application to provide branded engagement."
Yes, brands should create awareness within social media services like Facebook, but I have hard time believing that all brands will jump on the application bandwagon, and more importantly I question the ability for brands to create a compelling application.
I'm not convinced branded applications are the solution. There needs to be a more accessible and democratic solution for brands to leverage social media marketing. There is bound to be services out there who will make that happen.
Just my two cents...
Thanks
Dalbokova
· 1 year ago
I am working on my MBA Thesis about Web 2.0 and I find tresures on Mashable's site. Thank you. Expecting your messages... Daniela
David Criswell
· 1 year ago
Another component to consider for maximizing post click activity is how the relationship with the clicker from the salesperson's perspective. For so many years prospects have been obtained through interuption based methods. Now, the question becomes, how do we as salespeople approach a relationship with a prospect who has opted-in to the sales process.
All Comments
This change starts with social media's promise to deliver engagement (beyond the click), but engagement and reach don't work well together. To obtain engagement, brands need to offer something compelling to the right consumer at the right time, not to as many people as possible.
Social media and engagement are about building brand-consumer relationships, and that's completely game changing. Once the relationship is established, brands must make the commitment to foster it, working to build a stronger and stronger bond. Until brands get this, they'll have a hard time seeing the value of social media marketing.
This sentence from your post caught my attention: "The best solution for brand marketing on social networks combines a media buy for reach with a compelling application to provide branded engagement."
Yes, brands should create awareness within social media services like Facebook, but I have hard time believing that all brands will jump on the application bandwagon, and more importantly I question the ability for brands to create a compelling application.
I'm not convinced branded applications are the solution. There needs to be a more accessible and democratic solution for brands to leverage social media marketing. There is bound to be services out there who will make that happen.
Just my two cents...
Thanks