Social Media and Big Brands The Blind Adoption

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Social Media and Big Brands The Blind Adoption Powered By Docstoc
						
  
	
  
Social	
  Media	
  and	
  Big	
  Brands	
  -­‐	
  The	
  Blind	
  Adoption	
  
	
  
There	
  is	
  more	
  to	
  converting	
  audience	
  into	
  loyal	
  consumers	
  then	
  simply	
  
being	
  on	
  Twitter	
  and	
  Facebook.	
  	
  
	
  
Majority	
  of	
  the	
  brands	
  continue	
  to	
  dictate	
  their	
  messages	
  via	
  Social	
  
Media	
  and	
  fail	
  to	
  get	
  them	
  across.	
  Is	
  it	
  time	
  to	
  ask	
  why?	
  
	
  
By	
  Habib	
  Amir,	
  Head	
  of	
  Digital,	
  Clarion	
  Communications,	
  part	
  of	
  the	
  WPP	
  Group	
  
	
  
	
  




                                                                                                                                                          	
  
	
  
	
  
	
  
The	
  overnight	
  growth	
  of	
  social	
  media	
  has	
  provided	
  a	
  unique	
  platform	
  with	
  a	
  multitude	
  of	
  
options	
  to	
  engage	
  with	
  a	
  local	
  and	
  global	
  audience	
  in	
  real-­‐time	
  –	
  and	
  what	
  this	
  means	
  for	
  
the	
  “audience”	
  is	
  that	
  they	
  are	
  now	
  more	
  than	
  just	
  spectators.	
  As	
  social	
  media	
  platforms	
  
facilitate	
  a	
  reciprocal	
  conversation,	
  audiences	
  expect	
  to	
  participate,	
  present	
  and	
  shape	
  the	
  
world	
  around	
  them.	
  And	
  managing	
  such	
  expectations	
  without	
  a	
  coherent	
  strategy	
  is	
  not	
  
easy.	
  So	
  many	
  of	
  the	
  biggest	
  brands	
  in	
  the	
  world	
  choose	
  to	
  either	
  ignore	
  social	
  media	
  
completely	
  or	
  adopt	
  it	
  blindly	
  –	
  with	
  a	
  “if	
  it	
  worked	
  for	
  them,	
  it	
  must	
  work	
  for	
  us”	
  mindset.	
  
	
  
	
  
Without	
  an	
  intelligence-­‐based	
  strategy,	
  brands	
  are	
  not	
  maximising	
  their	
  
ROI	
  from	
  Social	
  Media	
  
	
  
Many	
  brands	
  display	
  similar	
  errors.	
  For	
  instance	
  people	
  are	
  asked	
  to	
  “Like”	
  or	
  “Follow”	
  
without	
  giving	
  them	
  a	
  good	
  reason,	
  they	
  are	
  expected	
  to	
  comment	
  on	
  what	
  the	
  brand	
  has	
  to	
  
say	
  but	
  are	
  not	
  given	
  permission	
  to	
  start	
  a	
  new	
  conversation,	
  audiences	
  are	
  fed	
  
promotional	
  messages	
  without	
  being	
  offered	
  an	
  incentive.	
  By	
  not	
  giving	
  the	
  audience	
  a	
  
unique	
  reason	
  to	
  engage	
  with	
  them,	
  they	
  seriously	
  reduce	
  the	
  ROI	
  for	
  their	
  brand.	
  
	
  
	
  
On	
  the	
  other	
  hand,	
  some	
  brands	
  that	
  have	
  managed	
  to	
  build	
  a	
  vast	
  social	
  following	
  are	
  not	
  
utilising	
  those	
  connections	
  in	
  the	
  most	
  effective	
  way	
  and	
  need	
  to	
  be	
  aware	
  of	
  the	
  following:	
  
	
  
      1. Fans	
  vs.	
  audience	
  -­‐	
  within	
  the	
  Social	
  Media	
  space,	
  fans,	
  followers	
  and	
  subscribers	
  
            only	
  equate	
  to	
  ‘audience’	
  when	
  they	
  are	
  actively	
  engaged	
  in	
  conversations.	
  
      2. Mass	
  vs.	
  personalised	
  comms	
  -­‐	
  there	
  is	
  a	
  fine	
  line	
  between	
  bombarding	
  followers	
  
            with	
  a	
  stream	
  of	
  mass	
  promotional	
  messages	
  and	
  relevant/personalised	
  
            communications.	
  	
  
      3. Brand	
  objectives	
  vs.	
  audience	
  expectations	
  -­‐	
  determining	
  the	
  balance	
  between	
  
            brand	
  objectives	
  and	
  audience	
  expectations	
  is	
  crucial.	
  	
  
      4. Listening	
  vs.	
  talking	
  –	
  striking	
  a	
  balance	
  between	
  monitoring	
  and	
  moderation	
  of	
  
            and	
  pro-­‐active	
  engagement	
  with	
  existing	
  and	
  new	
  audience.	
  
      5. Hard	
  push	
  vs.	
  maintaining	
  engagement	
  -­‐	
  it	
  is	
  crucial	
  to	
  have	
  an	
  intelligent	
  
            strategy	
  for	
  driving	
  existing	
  audience	
  to	
  brand	
  campaigns	
  but	
  a	
  simple	
  hard	
  push	
  
            does	
  not	
  achieve	
  this.	
  
	
  
So	
  brands	
  can	
  drive	
  a	
  much	
  higher	
  return	
  on	
  their	
  Social	
  Media	
  investment	
  if	
  such	
  detail	
  is	
  
considered	
  within	
  the	
  brand’s	
  digital	
  PR	
  strategy.	
  To	
  ensure	
  such	
  a	
  strategy	
  is	
  coherent	
  and	
  
integrated,	
  all	
  offline	
  and	
  online	
  activities	
  have	
  to	
  compliment	
  each	
  other	
  to	
  achieve	
  the	
  
same	
  objectives.	
  	
  
	
  
	
  
A	
  common	
  mistake	
  is	
  to	
  start	
  with	
  minimal	
  consumer	
  insight	
  and	
  attempt	
  to	
  build	
  a	
  
‘consumer’	
  base.	
  However,	
  there	
  are	
  some	
  critical	
  layers	
  in	
  between.	
  
	
  
	
  




                                                                                                                                                 	
  
	
  
At	
  the	
  core	
  of	
  this	
  strategy,	
  there	
  has	
  to	
  be	
  sufficient	
  intelligence	
  on	
  online	
  behaviour	
  and	
  
purchase	
  habits	
  of	
  the	
  target	
  demographic.	
  Digital	
  Intelligence	
  is	
  paramount.	
  Who	
  exactly	
  
are	
  your	
  audience	
  on	
  digital	
  social	
  platforms?	
  What	
  are	
  their	
  habits	
  and	
  behaviour?	
  Who	
  
are	
  their	
  friends?	
  What	
  do	
  their	
  friends	
  say?	
  What	
  do	
  they	
  consider	
  ‘over-­‐rated’?	
  	
  
How	
  to	
  speak	
  their	
  language?	
  Which	
  websites	
  do	
  they	
  trust	
  and	
  why?	
  How	
  long	
  after	
  they	
  
have	
  viewed	
  a	
  product	
  do	
  they	
  make	
  that	
  purchase?	
  This	
  is	
  the	
  intelligence	
  all	
  hybrid	
  
digital	
  communications	
  agencies	
  must	
  begin	
  with.	
  
	
  
Based	
  on	
  this	
  intelligence,	
  a	
  narrative	
  should	
  be	
  developed	
  that	
  is	
  integral	
  to	
  the	
  brand’s	
  
heritage	
  -­‐	
  and	
  one	
  that	
  instantly	
  appeals	
  to	
  its	
  audience.	
  Only	
  then	
  should	
  the	
  various	
  
components	
  e.g.	
  social	
  media	
  page,	
  app,	
  website	
  etc	
  be	
  built.	
  It’s	
  only	
  after	
  this	
  that	
  
audiences	
  are	
  attracted,	
  engaging	
  conversations	
  held,	
  audiences	
  converted	
  to	
  consumers	
  
and	
  only	
  following	
  repeat	
  satisfaction,	
  they	
  go	
  on	
  to	
  become	
  brand	
  ambassadors	
  and	
  
regular	
  purchasers.	
  	
  
	
  
Even	
  after	
  the	
  original	
  objective	
  is	
  achieved,	
  the	
  strategy	
  should	
  ensure	
  that	
  regular	
  
communication	
  with	
  new	
  audiences	
  continues	
  to	
  retain	
  consumers	
  -­‐	
  and	
  new	
  
conversations	
  are	
  created	
  with	
  existing	
  customers	
  to	
  retain	
  business.	
  	
  
	
  
One-­‐way	
  communication	
  will	
  continue	
  to	
  exist	
  for	
  a	
  while	
  through	
  Print	
  Media,	
  TV	
  and	
  
Radio	
  but	
  within	
  the	
  hybrid	
  digital	
  social	
  space,	
  the	
  one-­‐way	
  model	
  is	
  primitive	
  and	
  
unstable.	
  The	
  principles	
  of	
  engagement	
  in	
  the	
  physical	
  and	
  digital	
  world	
  are	
  alike	
  -­‐	
  for	
  
starting	
  conversations,	
  anticipating	
  the	
  next	
  move,	
  having	
  an	
  interesting	
  narrative,	
  
listening	
  with	
  interest	
  and	
  responding	
  appropriately.	
  Once	
  these	
  principles	
  are	
  adhered	
  to,	
  
audience	
  attention	
  is	
  fixed	
  on	
  the	
  brand.	
  Only	
  then,	
  digitally	
  social	
  interactions	
  can	
  result	
  in	
  
real-­‐life	
  relationships,	
  conversions,	
  brand	
  engagement	
  and	
  sales.	
  
	
  
	
  

				
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