Archive for July, 2012
Cadbury has taken over Hyde Park in downtown London with a “magical interactive social media experience” which is all automatically updated to Facebook through the dwinQ platform. It is a fun social way of capturing once in a lifetime memories.
dwinQ automated social media experiences include frictionless Likes, Check-ins, Shares, and multiple photospots that tag each individual and share them on Facebook in real time. The platform allows Cadbury to brand memories – their logo and content appears with each post. dwinQ is using RFID to connect to Facebook so guests can stay engaged in the moment.
Staying in control of social media marketing is simple, but it is not easy. Every type of social media marketing is new. People have only been using social media as a marketing tool for the last 18-24 months. I often say “Nobody gets fired for buying Google Adwords” but social media is another kettle of fish. It’s scary, uncharted waters. The flip side is that there is no better way to become your company’s fastest rising star, than social media marketing.
Social media is all about the inner circle. Seth Godin, one of the most prolific digital marketing experts refers to four circles – the outer circle of traditional marketing “yelling about your product” whether people are listening or not. The first inner circle which is creating brand advocates who love your product and the most overlooked inner-most circle of actually changing how people think of your product. And the kernel, as I call it, is the product itself. If you use your customers (and word of mouth marketing or social media marketing) to tell the story for you, you will have the most powerful marketing success of all. Learn to leverage the inner circles and you will be in control of your own destiny, budget and future.
The best way to control the inner circles is to capture people at the height of engagement and enjoyment – this is usually a time when most people are having too much fun to talk about “a product”. This is why an automated social media program can be so powerful.
Think about the last time you bought a new car. You drove off the lot feeling like a million bucks, you drove by your favorite places in hopes of being seen, you sped down a windy road to see what she could do, you may have even drove to your parents or best friend’s to show off. Imagine if a person’s entire social graph could share that moment. That’s not selling or marketing – that’s sharing an emotion.
Capturing a photo and some unique text at that precise moment is worth thousands of pages in a glossy magazine because one trusted person is happily engaged with your product. Amplify that emotion with your brand across Facebook and you are telling a story of your product changing someone’s life; if only for a moment.
I took my kids to Canobie Lake Park in New Hampshire last weekend and my youngest son rode his first roller-coaster. He was thrilled, we all had fun. It would have been a perfect time to amplify that moment – but that brief moment was lost forever because they did offer a way to grab that memory and share it. Fun, social memories are what we try to capture every day at dwinQ.
If you can grab that emotion, associate your brand with it and tell a story –you are on your way to becoming a marketing legend and you will stay in control of your future and your marketing program for a long time. Do what everyone else does, buy Google ad words and put up a fancy booth at a trade show and you won’t get fired. You won’t get noticed either.
Permission marketing, just like it sounds – a company gets permission to send fans marketing information. Permission based marketing used to be all about email. Social media changed that forever.
Facebook encourages companies to collect “Likes” on their Facebook page because once a person Like’s a brand’s Facebook page, that brand can send the fan messages and post them to their newsfeed directly (Facebook uses the EdgeRank algorithm to determine if it gets placed on the newsfeed) . Pinterest and Twitter have similar social media marketing capabilities but I’m going to focus on Facebook today.
What makes permission based social media marketing compelling gets back to the value of Newsfeed Product Placement. As soon as a person sees a post on their Newsfeed or Timeline that they are interested in – and they engage with it (Like, Comment or Share) – that post now gets amplified to all of that person’s friends’ Newesfeed. Boom! One person seeing your brand just turned into hundreds.
Permission based social marketing means you target the people who engaged with you and you also reach their friends (if the content is compelling enough to get others engaged). The content is often where companies go wrong. Very wrong.
Going back to my Facebook Blog on CNBC – Newsfeed product placement is all about the Fan being the star of their own movie – the movie of their life. The one question every marketer must answer is the question your fan is asking: “What’s in it for me (WIIFM)?”
To give you an example of how effective Permission Marketing and Newsfeed Product Placement can be – look at the Facebook users at the US Open Golf Championship who used the Lexus-sponsored dwinQ social platform. The diagram below shows the amplification from each person!
- Provide a picture or video of the person interacting with your product(the Lexus model)
- This must be captured at one of your events or locations. If you can post it in real time all the better – then it’s news. We’ve found shares on these activieties to be as high as 60% (Lexus at the US Open Golf tournament)
- Provide “Secret” informationabout a product release
- Rumor mills like MacRumor or Wikileaks are among the most popular sites on the web – letting your fans in on a secret keeps them riveted
- Use humor – some of the most popular videos on YouTube are “Fail” videos. People falling of bikes, kids jumping off cliffs and belly-floping, etc. Think of a way to incorporate your product in a funny (but not too polished video)
- Give away a beta or early releaseversion of your product to the most influential fans that you have. This may not necessarily be the ones with the most friends – you need to asses interaction among friends
- Having 1,500 Friends but only engaging with 50 is not nearly as valuable as finding someone with 500 friends and who regularly engages with 200 of them. Engagement is key
- Create a user advisory group
- A private web page, an in-person meeting, a VIP event at your main trade show all allow you to create scarcity and help your key fans feel special. A contest or event that will allow people to apply for that position, and then getting user feedback is a great way to create brand ambassadors who will amplify your message.
These five rules are enough to keep any marketing professional busy for a while. The key to permission based marketing is optimizing the Newsfeed Product Placement and Branding a Memory on Social Media – you need to figure out “what’s in it for me” and then test out all the ways you can develop something that really gets amplified and something your fans will want to engage with and share
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