Posts Tagged: branding

Social Media — No Comments
20
Apr 10

Does Foursquare need to change to be successful?

We love looking for the Next Big Thing. Social-media enthusiasts of all stripes love scanning the Web for hints of what’s to come — for the next social technology that will take us all by storm. A lot of social pundits are pumped up about the potential of location-based networks such as Foursquare — yet as Caroline McCarthy points out in the lead story from today’s SmartBrief on Social Media , these networks have some pretty significant limitations . I think McCarthy is dead-on in her analysis of the hurdles these networks have to overcome if they want to be the Next Big Thing. But what if they don’t want to be Big? What if they just want to be What’s Next? Not every burger shack needs to be the next McDonald’s to be considered successful. Not every retailer needs to be Wal-Mart. Not every software developer needs to be Microsoft. Yet when it comes to the social Web, there’s a sense that anything short of total ubiquity is a kind of failing. We’ve seen so many giants born in the last 10 years that we’re starting to forget how abnormal that really is in the business world. Foursquare doesn’t have to replace Twitter — or anything else — to be a success. It’s playing a different game, one that caters to a naturally smaller audience. It’s not for every person, or every business. And that’s really OK. If it tried to appeal to everyone by becoming more like Facebook or some other network, there’s a good chance it would ruin the utility it already has. Sometimes, having a powerful draw for a specific audience can be the most powerful thing a brand can have. It’s better for the network to develop its user base organically, focusing on better serving the kinds of people it does attract. Niche communities can be prosperous without being everywhere; they can be What’s Next without being Big. What do you think? Do location-based networks need to become more mainstream to be successful? Do social networks need to be large to be important? Are location-based networks overrated? Image credit, Eric Isselée , via Shutterstock

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31
Mar 10

Do you “like” the changes to Facebook’s fan pages?

The top story in today’s SmartBrief on Social Media is the news that Facebook is making a subtle shift to the way users and brands interact on the network: Instead of becoming “a fan” of something, you will now just say that you “like” it. As Erik Sass notes , the change is significant because it erodes the distinction between brands and individuals on the network. The change makes a lot of sense for Facebook — the network wants users to engage with brands more, so that it can become more profitable. But it is also a really great example of a key social-media principle at work: Allowing brands and customers to interact on a more informal level. Say I like a particular kind of soda. Am I really a fan of the company that makes it? I don’t know if I’m ready for that level of endorsement. I’m kind of a commitment-phobe where companies are concerned. But yeah, I’ll admit to liking a product. For people like me, this shift makes interacting with brands feel like a more natural act. By breaking down barriers, the network is encouraging these kinds of tacit connections. And once a company establishes that weak tie, it can then work to win the customer over big time. What’s your reaction to Facebook’s change? Are you more comfortable saying you “like” a product than bestowing it with “fan” status? Do you think brands will see a higher level of engagement because of the shift? Image credit, Morgan Lane Photography , via Shutterstock

3c3b757d57button.gif Do you “like” the changes to Facebook’s fan pages?

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Do you “like” the changes to Facebook’s fan pages?

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9
Mar 10

Do luxury brands need social media?

The rich are unlikely to follow your company on Twitter. According to a study by Unity Marketing , 6% of affluent users use social tools to look for coupons or go shopping, while 7% were interested in using social networks to research purchases or seek out special offers. The study goes on to say that while at least half of affluent users view company social-media accounts, just a quarter will follow them. So why do companies such as Cartier , Dolce & Gabbana and Lexus bother with social media? A few possibilities: Feeding the brand’s aspirational quality . If you’ve got thousands of people who can’t afford your product raving about how great you are, it increases your brand’s value as a status symbol for the handful who can afford it. Hook them early . Just because some of your Facebook fans can’t afford you right now doesn’t mean they’ll be window shoppers forever. If you build connections with young fans now, you’ll be in a position to recoup that good will if they become more successful. Think of it as an investment in the next generation of millionaires. Your competitors are already there . If you’ve got a competitor with a robust social-media presence, you owe it yourself to fight back. Stand on the sidelines and you risk seeming antiquated or stuffy. Brands might have trouble courting the wealthy using social media right now, but that may change as social media becomes more ubiquitous. Depending on your marketplace, it may make sense to keep up with a rival’s efforts just so you’re not left flat-footed in the future. What do you think? Do luxury brands benefit from having a presence in the social-media space? Why do you think the affluent are so unlikely to connect with brands using social media? Is there anything brands can do to change this? Image credit, Pakhnyushcha , via Shutterstock

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9
Mar 10

Andy’s Answers: How the U.S. Navy manages their social-media program

With more than 300,000 personnel operating nearly 300 ships and more than 3,500 aircraft, the U.S. Navy is a massive organization. The fact that they can quickly and effectively communicate anything — in any form — to all of these individuals is amazing, which makes their social-media program all the more impressive. In his BlogWell San Diego case study presentation, “ Social Media Integration & Strategy ,” the Navy’s director of emerging media integration, Scott McIlnay, explained how they’re engaging and managing all of their social-media stakeholders. Some of my favorite takeaways: Decentralized organizations need help collaborating on social media. Like many big brands, lots of individuals and teams within the Navy use social media to the benefit of the larger organization. Scott and his team use weekly e-mails and collaborative wikis to keep stakeholders up-to-date on relevant social-media developments. Social media isn’t just for brand-to-consumer conversations. Through their NavyForMoms network, the Navy is fostering conversations between mothers of kids in the Navy and moms who have questions about Navy life for their kids. Basic guidelines are helpful while you’re building your formal policy. While they’re finalizing their training program, they’re guiding everyone to be safe and smart with social media through the simple reminder “Loose tweets sink fleets.” Click here to view the embedded video. And if you dig this presentation, you might check out our upcoming BlogWell events in Cincinnati (April 7) and Seattle (May 5).

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23
Feb 10

Live from OMS: Opening Keynote with John Battelle and Anne Holland

The Online Marketing Summit in San Diego kicked off Tuesday with OMS founder Aaron Kahlow interviewing social-media heavyweights Federated Media founder John Battelle and Marketing Sherpa founder Anne Holland . Anne was a surprise guest, making her first public appearance since 2006. The conversation was so interesting that I’ve paraphrased (you could even say “SmartBriefed”) the key points from their discussion. What are the foundations of success in the businesses you’ve started and how can they apply to all businesses? AH: You can do so much with online surveys to learn about people’s pain points. Then, position products to alleviate people’s pain. The key is to look at where your customers are. JB: A brand is what one of you says to another one of you about a company. Find, hire and encourage employees who are passionate about joining that conversation. How do you address the somewhat-loaded conversation about advertising and social media? JB: First, it’s important to remember that advertisers are people, too. The general rule to follow is to go where human passion is, always with the same approach: Listen, understand the social morays of the conversation and figure out how to add value. Do advertising in a way that respects the community. Bring in marketers that the audience might actually get something from. AH: Not only is it understood that advertising is part of the deal online, but for a lot of publications, events and products, advertising is part of the value that the product brings. When you think about your business space in 2011, what are the things you’re keeping an eye on – that can translate to everyone here? AH: Mobile, even if your company is B2B. It is not just the focus of hip, cool, young consumer brands. People don’t look at computers any more. JB: Interface and platform are the two things I’m most obsessed with now. I’m focused on platforms that are open that allow anyone to be on and to benefit from them. I continue to be fascinated with the anthropological nature of how we interact with machines. Apps and augmented reality will change how we interact with each other. It’s important to keep that in mind when you’re developing new products, services and businesses. Marketers’ Takeaway from Anne Holland Getting people to opt in to receive e-mail from your company is a great way to cultivate strong relationships. If you’re doing any kind of e-mail opt-in on a Web site, make sure the welcome message you send them is solid. This message gets the highest open rate out of any email you’ll ever send to them. To double and triple the value of your newly established relationship, consider including: Coupons Top 5 articles Simple personalization that references the publisher in the first sentence (e.g. Thank you for signing up @boing boing for e-mail offers). Image credit, jgroup , via iStock

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