The way consumers receive information is changing rapidly. Traditional broadcast media is fragmenting, and being steadily replaced, particularly in certain demographics, by an increasing array of peer-to-peer channels.
This revolution provides unprecedented opportunities for brands, both big and small, to create sustainable mechanisms for attracting and retaining customers.
But we need to think very differently — the content and style of broadcast advertising is largely inappropriate for peer-to-peer (P2P) interactions.
How we, as businesses, adapt our communication strategies to the new landscape will continue to be the source of learning and debate, but adapt, we must.
Here are five things to consider when planning your social marketing strategy:
- Look Beyond Viral:
As Josh Bernoff points out, the Blendtec campaign exemplifies the two key elements of viral advertising — entertaining content and brand payoff. Kylie’s Agent Provocateur clip adapted from a 2001 cinema advert, to ads more carefully crafted to the humour of their target audience. Although created for the Internet, these campaigns are still based on a broadcast philosophy, just with a more niche message that is often unsuitable for a mainstream channel. And while they can raise awareness or deliver promotional messages, they don’t leverage the unique opportunities that P2P offers. - Target Mass Referral:
Some companies have started using twitter and other media to launch products. But the way Susan Boyle broke into the US, from a Demi Moore tweet, to 80 million YouTube views, resulting in appearances on CBS Early Show, Oprah, and the final of America’s Got Talent, has shown the true power of social media and set a benchmark that consumer brands can only dream of. - Create Advocacy:
To benefit from peer-to-peer media, a brand needs vocal advocates who will recommend the brand to others. Understanding the drivers of consumer advocacy is a huge help to any business, but it’s fundamental for leveraging social media. This goes beyond simple review sites, although they are important, but forms the basis for all true P2P marketing. - Give Them Ammunition:
Providing active advocates with an ongoing stream of “insider information” both rewards their loyalty, and gives them ammunition to market on your behalf. Since the groundbreaking Blair Witch campaign 10 years ago this week, all movies and games have insider websites and planned leaks prior to launch to help generate a buzz. But there are many other ways (both good and bad) to prompt advocates to talk, and brands are only just scratching the surface. - Give Them Something Useful:
Brands increasingly realise that if they provide their target customers with something useful, like an information portal, facebook application or mobile app, they forge a relationship. From there, they can build and leverage advocacy in a much more subtle and personal way. Finding ways to provide real value, to help customers in their daily lives through whatever means, is likely to become the most powerful social marketing tool of all.
