Social media is no longer a phenomenon for most businesses. Many have yet to jump into the mix, but we no longer need to spell it out for them. That’s progress people! As for where social media is going, we’re looking at web video and mobile, from my perspective. I love videos. They are funny, you get to see someone in real-time, and you can connect with and share them so easily. Many videos are funny or inspiring—and can’t we all use some humour or inspiration now and then?
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In light of the response that I have received from some of my Linkedin Group members about the posts that I have shared—regarding social media—there is still a discomfort in moving ahead for many companies and business people. There are many others that are diving in and can see that this is now the best way to get leverage with their customers in this new soft economy—preparing for the robust but different future. We know that if you create the right strategy to begin with (know what your goals are before you start) you can and will be successful. Better yet, focus on the target market that has the spending and decision making power. Yes…I’m talking about women. They use social media and spend a significant time online. They love to share information and they want to engage with the companies that will fulfill their needs and address their challenges (because they understand). And the end benefit is that your company will gain a brand evangelist and a repeat customer that spreads the word to others like wild fire!
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Today I had lunch with a new potential client. He has a successful business but is looking to grow and educate his customers on a product that does have some challenges in its brand perception. He came to me to discuss the possiblity of creating and implementing a strategy that would provide a forum for engagement and education but was so FEARFUL of failure.
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The ongoing question at each meeting I attend is how can you ensure that the campaigns I create online will convert. As we all know, there are no guarantees with anything that you do. Our experience and expertise now tells us that, knowing there is a barrage of advertising out there, all customers are savvy and now possess access to any and all information. What you create now has to catch their attention at first glance. Leading them to other pages, creating something at the bottom of a page or just adding another box without hi-liting it with bold noticeable action is going to lose the users attention. I, myself, know that I read so many things that when I see something that catches my attention and click to a link, if I can’t find what I’m looking for at  first glance, I leave. I know this as well as I know that there will be something else that will provide me with the same knowledge, information or product right away.
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In most of my postings I have not really shared too many articles dedicated to stats. Boy would my father be proud of this post! As an academic who focused on research and statistics, the facts do always lie in the numbers he would be sure to remind me! There is no question that brand evangelism in 09 will be driven by customer engagement. In these economic times that will affect the entire world—companies will need to utilize tools and marketing channels that will allow them to have a conversation with their customers. These conversations and the sharing of information will be a strong determinate to how you build your brand, share your story—the story that will engage and resonate with your target market.
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Recently, I read an article on Scobleizer about the virtues of “ugly” sites. Comments such as “more sticky” and “generally more fun to participate in” were mentioned to justify the revenue driving power of “anti-marketing design”. That, and the notion there’s more street-cred (so to speak) in sites that look like my 5 year-old put them together. Why? Because they don’t look like blatant marketing ploys (just thinly disguised ones, in my opinion).
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