What’s Next in Advertising - (More) Widgets, Apps, Viral Video? or Something Completely Different?
Highlights from The Next Frontier in Advertising — Widgets, Apps, and Viral Video:
From Ro Choy of RockYou…
Build Fan pages — it’s by far the most cost efficient way to amplify your reach across Facebook’s user base. Also consider CPC ads on Facebook: there’s no better place than social media for performance marketing. At one point, Facebook might even be Google’s biggest competitor.
Greg March, Wieden+Kennedy…
The most important thing to do before (and during) a social media campaign is to clearly communicate its role in the big plan to senior management and to clients. You know what you’re going to achieve, but they don’t always know how to draw that straight line between the campaign and the big picture objectives, or business goals.
Also, don’t expect conversions. For all intensive purposes, catching people at the point of intent (i.e., searching for a product/service or information about it) is better place to close the deal. Social media will increase the number of fans and spread your message, but won’t make instant sales.
Chris Cunningham, appsavvy…
Totally agreeing with March: Social media is a conversation, and people don’t want to be interrupted from it to buy something. Because of this, the old metrics simply don’t work. Use new “key performance indicators” (KPIs) to find out the effectiveness of your social campaign. For example, track fans or video views, not clickthroughs or conversions.
Also, don’t standardize social media. The IAB apparently told appsavvy to “run with” their current development and not to try to fit new technology into any kind of bucket. An audience member adds, That’s great. We shot ourselves in the foot 10 years ago by standardizing ad units. Let’s not strangle innovation with doing that again.
