Sock it to ‘Em Socially: Explaining Furthermore Why Social Media Strengthens Campaigns
If the metrics are eyeballs — how many eyeballs are seeing (not necessarily getting) the marketing message, then by all means, spend away and buy up all the 30-second spots you can get. But keep in mind that probably less than half your audience is even paying attention.
On the other hand, if you want a targeted and engaged audience, one that you know is relevant and paying attention, for the reasons I noted above, using social media makes sense. The audience is far smaller but the trade-off is a more highly targeted group of readers who are in fact paying attention to what’s being said and are therefore more amenable to hearing your message.
There are many ways you can approach a social media plan. You can pitch blogs like you would traditional media (in the public relations sense of pitching) but that’s the easy way. Stormhoek, a small South African vineyard decided to take an untraditional approach to its launch in the UK market and ask bloggers to sample and review the wine. The resulting buzz generated thousands of conversations on blogs and doubled sales of Stormhoek in one year. Instead of being just another wine trying to catch your attention in the wine shop, Stormhoek became ‘that bloggers’ wine.’
Now let’s take a step back. What if the choice wasn’t either / or, but how can traditional advertising and marketing be supported by targeted social media outreach? Fortunately for us there are many examples.
Dove’s Real Beauty campaign started with television and print ads and recently added a viral video on YouTube that drew more visitors to its web site than the earlier Super Bowl ad. The Apple Computer “I’m a Mac, I’m a PC” ads are seen on TV but also available for viewing on the Apple web site. Mac enthusiasts on web sites and blogs like The Mac Observer, Think Secret and The Unofficial Apple Weblog spread the spots like insider information from Cupertino.
Of course an integrated approach, with public relations driving home the message in appropriate print, electronic and online and social media, makes the most sense. But if your budget is limited, you might want to try diving into social media to spread your message.
Reader Comments.
No comments yet
Leave a Comment
Pages: « previous page 1 2
Tags: campaigns, media_buying_planning and social_networkingArticle Sponsor
More Features
-
Loading ...
Latest News
- AppNexus Officially Launches Ad Platform Fueling the Real-Time Bidding Revolution in Display Advertising March 17th 2010 ADOTAS – AppNexus announced the launch of its advanced ad [...] more »
- Discovery Communications Partners With Pointroll to Launch DIG@TORIAL March 17th 2010 ADOTAS – PointRoll, a subsidiary of Gannett Co., Inc., has [...] more »
- Evolve Umbrella Planted in the Pub Garden March 17th 2010 ADOTAS – Marvel is a great brand and Marvel.com is [...] more »
- Google and China Continue High Risk Chess Game March 17th 2010 ADOTAS – Chinese firms selling advertising space on Google’s search [...] more »
- Muddy Waters for The FCC’s New Plan March 17th 2010 ADOTAS -Tuesday the FCC relased a plan with over 200 [...] more »
- To Pay, or Not To Pay March 17th 2010 ADOTAS – Only one in five U.S. consumers is willing [...] more »
- Rebranded Image Space Media Revamps Pub Interface March 16th 2010 ADOTAS – No one at in-image advertising service Image Space [...] more »
Features
- Yahoo! Wants to Get More Personal March 17th 2010
- Creative Considerations for the iPad March 16th 2010
- Amazon Leaves Colorado Affiliates Out in the Cold March 12th 2010
- Secret Salsa Recipe: The Best Digital Marketing Mix March 11th 2010
- The Basics of Brand Protection March 10th 2010
Spotlight
AdBidCentral’s CEO, Vivek Veeraraghavan Talks Openly*What was the inspiration to start AdBidCentral? The conditions that inspired AdBidCentral came from a variety of factors in my personal [...] more...
Reader Favorites
Classifieds
- Sr Director, Marketing Services
- Senior Web Analyst
- Account Director
- Director of Analytics
- Manager, Business and Trade Media Relations
Recent Comments
- Gavin Dunaway: They're similar, but Ning is more a competitor to Facebook and MySpace while StumbleUpon considers
- Steve Feldman: Does StumbleUpon compete with and does essentially what Ning networks does?
- Bulent: I wonder how many of the clients would accept a media plan, that would -as
- Nickster: How about we just vote out all of these socialist big government politicians and take
