A recipe for social success

A recipe for social success
SHARE
THIS



Oreo’s implacably timed tactical ad during the blackout in last year’s Super Bowl is not the future of successful social media, success is measured in the micro daily interactions, according to one content marketing specialist.

Oreo’s “You can still dunk in the dark” quip quickly went viral, but it is at a level many smaller brands cannot achieve. Instead, true connected brands are not focused on the big hit but on continually interacting.

Trevor Young, author of the Micro Domination and the PR Warrior blog, said at Porter Novelli’s Digital Distillation breakfast in Melbourne yesterday that connected brands approach social with strategic intent.

“They look at social and approach social from a totally different respect,” Young, who is also the founder of social media and content marketing consultancy Expermedia, said.

“Yes, they want to sell a product. Yes, they are happy to promote their brand.

“But, ultimately, they are there to build a community of fans, followers, advocates, supporters and enthusiasts for what it is they do and what they stand for.”

Young believes marketers need to remember, especially on social, that “the people are not passive receptacles for your advertising messages”.

Pushing a call-to-action before a rapport has been established is a mistake. Instead, Young says smart connected brands build relationships with those who matter most to their business or cause.

“They contribute to their lives in ways that are respectful, they cultivate the relationships they have with the fans, advocates and friends that already like them.

“How many brands spend so much time trying to get new likes, new followers, new sales? Yet they totally and utterly disregard and disrespect the people who already like what they do.”

Connected brands build relationships with their followers by humanising the brands. Young said if you are not using social media to “take them behind the velvet rope” then you are not using social anywhere near its capability.

Socially connected brands also tell stories, but they actively interact in conversations as well.

“People do business with the people they know, like and trust. So we need to use social to get more people to like us, know us and trust us.”

“Humanising our brand, getting people out of the shadow of the boardrooms is where it is at. Connected brands understand that from the CEO and right down.”

For more from Porter Novelli’s Digital Distillation breakfast see their 10 commandments for 2014 here

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]