IAB PR and marketing manager Amy Kean discusses the reality of marketing in the social media environment, arguing that unless you have a strong creative idea that suits your brand, the mode of delivery and level of interactivity is pretty irrelevant.
There seems to be a current consensus of thought that believes prior to web 2.0, marketers did not know how to talk to their target markets. That before user-generated content the advertiser resembled an awkward teenage boy at a disco, with the consumer the unobtainable girl. Web 2.0 is being painted as the alcohol that gave the boy the confidence to talk to the girl. As the miraculous solution that helped him, if not get the girl, at least made it a two-way conversation.
Beyond the hyperbole, however, ‘Traditional’ marketing is not on death’s door and social media is not the saviour of advertising it is being made out to be.
Web 2.0 is not a mythical beast that must be tamed, or exploited, in order to make your brand a ‘real’ contender in a digital age. It’s not a magic bullet that will automatically re-engage an audience of disheartened consumers and renew their faith in the power of mass marketing. It’s actually far more straightforward than that.
Give the audience what they want
Executing a social media campaign can be as simple as understanding your audience and giving them something they want: a reward, exclusive information, fame, praise, or even just something really entertaining they can show to their friends. A perfect example? The ‘Simpsons’ avatars, used to promote the movie in partnership with Burger King. Here we have campaign activity that was original, that could be personalised, that was both relevant and entertaining, whilst not being too complicated. The result was one hugely successful promotional device.
Anecdotally we know that many clients are keen for their agencies to make them a ‘web 2.0’, to do ‘something with social media’ or to get them some ‘UGC’. The inescapable fact is that unless you have a strong creative idea that suits your brand, the mode of delivery and level of interactivity is pretty irrelevant.
Advertisers often get it wrong when they try too hard and demand too much from their consumer. Asking your audience to completely reinvent your brand, or handing over your assets so that they can make your ads for you, could work. But not if they never liked you in the first place. Getting your PR company to launch a fake blog that just happens to paint your product, service or global retail outlet in a positive way won’t work either, because the chances are you will get found out.
Producing a podcast about the ethical processes involved in the production of your coffee probably won’t engage audiences, even if it is available to download for free, because frankly who wants to spend their precious journey to work listening to that? Teaming up with a social networking or community site does not guarantee you success, just because the audiences are already there.
Just because the consumer can interact, it doesn't mean they will
Far too often advertisers, or agencies assume that consumers will want to ‘make their own’, simply because they’ve been offered the chance. Although this doesn’t automatically equal failure, without sufficient thought and understanding, however, success is likely to be limited.
The ‘Cadbury’s gorilla’ is the internet marketing success story du jour, but the ad and its online aftermath should not necessarily be seen as the ultimate benchmark for a successful social media campaign. Cadbury’s have proved a couple of times this year (see ‘Wispa’ as a further example) that they are more than comfortable with the online population interacting with the brand on their own terms. The campaign itself is not the perfect illustration of a well thought out and meticulously planned social media strategy, maybe more of a first class example of reactionary internet marketing. Like with ‘Wispa’, recognising what your consumer is saying, doing and demanding - and responding to it.
The recent o2 group on Facebook dedicated to finding the UK’s favourite university was destined for greatness from the start. O2 displayed a thorough understanding and appreciation of their student audience and their love of the social networking site and are reaping the rewards At the last count 92,000 young people had joined the group which is overtly o2 branded but doesn’t put the punters off because it promises a really big party to the winner. Perfect!
It takes research and understanding
But of course it’s not just big brands than can win in this kerazee web 2.0 world. There are numerous niche communities online that are just crying out for extra entertainment (and funding, obviously!) that with the right amount of research and understanding your brand can successfully tap into (have you SEEN Catster?).
Just like trying to get lucky back at the school discos, with social media there’s no rule book, no secret strategy to success. There are no hidden tactics waiting to be discovered and no ‘eureka’ moment just round the corner. It’s just the marriage of a great idea and the right audience, and the prospect of exciting results. And in my experience alcohol ALWAYS helps.
