The Next Frontier? Apparently it’s Social Media.
Display based advertising is so web 1.0. What’s hot now is connecting with consumers beyond traditional display ads through social media according to the panel at The Next Frontier: Advertising in Applications session.
Moderator:
Mark Naples, Managing Partner WIT Strategy
Panelists:
Luis E Castaneda, Global Digital Marketing, Xcentuate LLC
Hooman Radfar, CEO and Co-Founder, Clearspring
Ira Rubenstein, Executive VP, Global Digital Media Group, Marvel Entertainment
Ben Pashman VP Sales and Business Development, Gigya
Social Media is Everywhere
Hooman Radfar kicked of the conversation asking “Is all media social? How do we integrate social features into all of our media?” People are social by nature. In the “real world” (ie. Offline) people are inherently social; web 2.0 is now enabling these social interactions to take place online. All online efforts should include the opportunity for consumers to interact with each other and the brand or content producer.
More people are using social networks than email. Marketers get really excited about this, but it isn’t revolutionary – people are choosing a new medium for communication and conversations that were already taking place. Marvel said that facebook is one of the top referring sites and one that they expect to continue to grow in importance.
How Do Brands Play in the Social Space?
Prior to jumping in to twitter, plaxo, facebook, myspace, etc brand should ask themselves “What are the socialization traits that your brand will have in the social media space? You are asking for your brand to participate in conversations - it has to be relevant and invited.
“Now you have to build an ongoing relationship with your customers via a variety of mediums – Facebook, Twitter, etc” said Ira Rubenstein, Exeutive VP of Marvel Entertainment.
Permission Matters in the Social Space
Marketers need to have permission and add value to play in the social space. “I think that permission is key. Facebook learned that with beacon.” said the panel. As long as there is permission granted along the way consumers are interested in engaging with brands online. Make sure that your application permissions are set right – they can be controlled and that users are respected.
Facecbook provides a better communication messaging platform vs. email. The permission based nature of it makes it easier to control who can connect with you. For example on email anyone can send you messages which is where the proliferation of spam came from. On social networks consumers have greater control over who they can connect with and marketers need permission to connect with them. In order to get permission they have to be relevant and respectful.
A Key Social Media Advantage: Flexibility
Marketers have to be flexible online – often times after launching something it will be used in a way that wasn’t initially intended. You may also see results that are successful but perhaps don’t match your original metrics. For example, you may launch an app and not meet your # of download goals but find that engagement among those who have downloaded them. Be flexible. How can you leverage the success that you have (ie. High engagement) to build your brand?
You can change your media quickly and fluidly online. There is the potential to morph quicker and it can be cheaper vs. traditional media.
Before you Jump In
Prior to jumping into social media you have to ask yourself “How does communication and how does the conversation fit into your campaign?”
