I wrote last week that real time social marketing was having a moment. It’s having another moment right now in the Oscars aftermath. Unlike the Super Bowl, there was no “:Oreo moment.” Many brand tweets fell flat, as Ad Age pointed out — and they also ran a piece on why not every cultural moment deserves a brand response. I don’t disagree with either article, but I thought Seth’s post was a timely reminder of what the stakes are. Thinking and being able to react in real time is risky — but it’s also energizing and invigorating. Not every moment is right for every brand, but when it is, the opportunity is huge. (And it almost goes without saying that day-to-day engagement adds up to huge opportunity over time, too.) On the flip side, sometimes there is a desperate need for restraint: you don’t want your pre-scheduled content or ads blasting out into the world, oblivious, while an unthinkable tragedy unfolds and the social web becomes a forum for shock and grief.
The point is, in today’s world, you have to be there — already living an “entirely different way of being in the world.” That is the essential piece. Make the moves you need to now so you’re ready later (which, of course, will soon be the now).
Brilliant — and exactly the questions brands need to ask themselves about their digital marketing.
Although he’s addressing entrepreneurs here, Chamath’s words are equally true for digital marketers. We need to dial back our obsession with creating “virality” and focus on delivering value. That’s how you build connections with consumers in a crowded digital space — how you become memorable, trusted, and preferred. Value for users can take lots of forms, but it should always be the starting point for marketers.
Social Media Marketing and the Olympics
I’m pretty excited about the upcoming Olympic games in London — primarily as a sports fan, but also as a marketer. I’ve talked before about the unique intersection between sports (some of the last truly “appointment-based” TV) and second-screen engagement, and there’s been lots of talk about these being the first truly social games. And sure enough, there’s no shortage of interesting things going on around the event — from the unique Tumblrs that the IOC will be featuring (Olympics Tumblr; Faces Of Olympians; Olympic Fashion; and Olympic Moments) to Facebook and Twitter’s partnerships with NBC around coverage to Foursquare’s efforts.
This is absolutely prime territory for social marketing. How will brands participate in these conversations? How can they tap into the excitement (and volume) around the games and turn it to their benefit? One brand that’s leading the way is Visa, with its “Go World” campaign. I can’t wait to see how engagement around campaigns builds around the games: what people share, how the brands are involved, and what the results will be — for both the athletes and the brands. I’m planning to write a post based on what we see!
Brand Advocacy and Social Marketing
Everybody wants large numbers of raving fans singing their praises on social channels, but few are willing to get out of their own way and do the real work that true advocacy requires — relationship building. Time and time again companies build elaborate social profiles and advertise to get more fans, and then wonder why no one spreads the word about them, much less buys from them.
But it’s worth remembering that community management and relationship building make up just one piece of a successful social media strategy. Another (related) piece is to provide great content and real value to your followers. And a third is consistent, diligent measurement of what works and what doesn’t, so that you can adjust your efforts accordingly. Together these tools can help us get to where we all want to be — with a chorus of fans singing our praises and a better bottom line as a result.
Jonah Sachs, Empowerment Marketing: Advertising to Humans as More Than Just Selfish Machines
Great book excerpt. Go read it.