What is a brand? Is it a logo? A tag line? A website? No, these are all a company's attempts to define the perception people have of their products or services. The brand is how people actually perceive your company, product or service. It used to be that companies were in control of their brand. They could easily attach a set of characteristics and ideals to their offerings that most people would willingly buy in to. Word of mouth of course has been around forever, it's nothing new. But the social web has created an environment of sharing and information exchange that is much more pervasive and influential than ever before. Who's in control of your brand? Individuals are. They have more power and influence than you could ever hope to have amongst your audience.
What is a Brand? And who is in control of yours? |
Social Media As Automated Word of Mouth |
Studies indicate that word of mouth is the most influential and trusted source of information for North American consumers when considering a product or service.
More on how brands can effectively harness social media - expanding on "participate, don't invade" |
When I think about all of the monster catastrophes that so many brands have brought upon themselves by conducting social media marketing incorrectly, a few commonalities start to surface:
1. Lack of or false transparency
2. Failure to engage
3. Invasion strategy
You would think by now these folks would get it, but it seems like many brands are still floundering. What seems to be happening is someone, either on the brand team, or at an agency, or many times both, says "hey, this social media thing is really heating up, let's do something quick to get in there." And then a bunch of people with no experience in the space come up with a plan using their traditional media backgrounds to make a big impact in a short period of time. NNNNT (score board buzzer), wrong.
Marketing, Media, Technology, Content and Conversation - Connecting the Dots |
I started my career 12 years ago as a programmer. I then transitioned into design, animation and interactive presentations, followed by a bit of video editing, then creative director. For the past seven years I have run an interactive marketing firm. I feel like my professional history, combined with my lingering passion for each page in that history, gives me a unique perspective.
Niche Social Networks |
A big trend in marketing at the moment is targeting niche audiences. The idea is that rather than casting a wide net to an audience who may or may not be interested in what we have to say, we cast a very narrow one, to people we know are interested. We are able to refine our messaging to communicate as efficiently as possible to this audience, thereby increasing conversion rates and ROI. Another trend: Word of Mouth Marketing, a strategy for which social networks is an amazing tool. Social networks provide automated WOM. Our friends and peers are our biggest influencers. If I see an ad for a film and it looks interesting, it's possible I will go and see it. If a trusted friend tells me it's an amazing film and I have to see it, well, I'm there. Enter: niche social networks.
Viral Marketing in Practical Terms |
Viral marketing can be an extremely effective form of word of mouth marketing. The process involves crafting a message that is designed to be propagated by its recipients.
One key to success in viral marketing, like other forms of WOM marketing, is to gain access to key influencers within your target audience. Influencers are individuals or groups of individuals who are opinion leaders and trend setters who have the ear of a significant audience.
Great Example of Word of Mouth Marketing |
The wallpaper contest is a great example of how word of mouth marketing can work. Conducting this poll increased our blog traffic by about 800% in the first 24 hours! Voting is open until 5PM ET on Monday the 20th, so cast your vote if you haven't already. Check back here for information on how to download these wallpapers for your phone. I will be posting them on our WAP site as free downloads once the contest has ended. Thanks!
