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

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]