We've been talking a lot about all the things brands have gotten good at on the social web. They're listening, participating and all that... but they're not selling. It's a simple thing, but brands are forgetting that they are in the business of making money and their social media efforts need to support that business.
The slide share presentation lays out some easy-to-implement ways brands can bring selling back into the social web without sounding like a used car salesman.
Jan 25, 2011
I'll be running an hour-long FREE webinar tomorrow here at KickApps called "No Social Site is an Island: The Key to Social Media Integration." Justin Chase, the other part of our strategy team will be joining me.
We'll be discussing the advantages of an integrated social media strategy, one that includes your brand's domain site along with your social sites.
Once again I join Bob Knorpp over at the BeanCast, my favorite marketing podcast, for the show with possibly the best BeanCast title ever "Goats Are The New Monkeys."
Also appearing are Rupal Parekh from Ad Age, Dirk Singer from the Rabbit Agency (UK) and Bill Green from Make The Logo Bigger
To quote Mr. K's write-up:
This group was feisty and ready for a debate!Everybody came to the table with an opinion and no one was afraid to challenge what anyone else said. Which always makes for a great show in my book. We kept getting to unintended insights that would stop me in my tracks and force a whole new line of questions. Just awesome!
at 12:32 PM
Jan 19, 2011
It's a given that the ad business has dropped in stature since the golden days of the 1960s. But that may have less to do with the vast array of scapegoats, everything from holding companies to banner ads, than it does with the products being advertised themselves.
The mid-twentieth century was all about creating unique images for fairly identical products. The post-war boom had left the US economy awash in new consumer goods and it was the ad agencies job to help consumers differentiate one brand of soap from another. Since most of the brands were fairly identical and equally useful, an effective ad campaign really could make or break a product. Thus the frequent use of humor and jingles, two memorable devices that helped drive home a brand’s key selling points.
And while CPG advertising is still alive and well, what’s really turning heads and shaking up markets these days are innovative new products that have no competitors. They’re often too complex to adequately explain in an ad: you need to actually experience the product—or the retail experience-- to understand the zeitgeist.
Take the iPad, for instance. You can read and watch all you want, but the key to the purchase cycle is actually touching and playing with one. What drives that is not advertising, but word-of-mouth: people spontaneously talking to their friends about how much they love their iPads. The guy on a train asking a stranger how she finds typing on it. It's not a product, it's a conversation piece and that's not something you could say about most mid-century packaged goods.
And so maybe that’s just it: advertising, the funny, entertaining, pop culture phenomenon that defined the 1960s, 70s and 80s, was a product of its times. It helped us make sense of a confusing array of new mass produced products and became redundant as media splintered and new products were more often iterations of old ones (e.g. Bud Light Lime) than entirely new categories. Add to that the spurt of innovative businesses – everything from Starbucks to WholeFoods to Amazon— whose unique end-to-end experiences helped differentiate them from their competitors, and you have the end of an era.
What follows, a world where consumer-generated messages and brand messages are integrated in a seamless loop, may not be nearly as sexy. But it may just prove more useful.