Facebook, Twitter and MySpace Oh My!
Navigating the Social Media Landscape
As anyone with a Blackberry, blog, Myspace page or Twitter account can tell you, the Web has become a platform for instant two-way communication. People can choose to be constantly accessible and connected via a variety of Web-enabled means. Web 2.0 presents wonderful opportunities and a variety of challenges to marketers trying to reach consumers who have become increasingly resistant to overt marketing messages.
But with planning and creativity, it can be done. Because the social media landscape is ever changing, marketing efforts using this medium must be designed with flexibility and adaptability in mind.
c21 recently had the pleasure of hosting Mike Haines of Facebook for an informative lunch-and-learn session. Mike educated us about Facebook’s power as a marketing tool, and provided valuable insight into social media’s present and possible future. With more than 200,000 new users joining each day, Facebook is the global leader in social marketing. And that’s saying something, considering that 69 percent of adults currently use social media sites, and it’s estimated that more than 85 percent will by 2011. Plus, the demographic data available on these users is astounding in terms of scope – up to 250 data points per user – and the information is solely user-provided. Looking to communicate to single females, 25-35, who are pet-owners with an affinity for epicurious.com and the television show Big Brother? They’re probably using social media, and if they are, the data is right at your fingertips.
Some important tips to keep in mind when planning a social media marketing campaign:
Keep it:
- Social – this is an opportunity to engage with customers on an informal, fun basis.
- Simple – the user must be able to instantly understand the “What’s In It For Me” aspect of your communication.
- Authentic – Use social media to talk to your customers about what’s important to them, in language that’s real to them. This is not the venue to use boilerplates and legalese.
If you’re thinking about adding social media to your marketing communications mix, start by taking a look around the Internet to get a feel for what other brands are doing. Check out the Apple iPhone fan page on Facebook, or Southwest Airlines and The Smithsonian Institute on Twitter. Then contact the c21i team to talk about creative Social Media strategies to get you the results you want.
|
