Social Media Week 2012 has come and gone. What a flurry of events, panels and information overload. During that week’s time, Ogilvy existed as the global sponsor of Social Media Week and had our official launch of Social@Ogilvy.
There has been a lot of conversation surrounding content, community management and the ever-evolving social media platforms such as Pinterest and Facebook. With all of the information shared, we wanted to capture a few key takeaways to share. Here are 7 key learnings from Social Media Week 2012:
1. Social Media Is A RELATIONSHIP
Over and over, across a multitude of panels, we heard thought leaders and social media marketers stress how important it is for brands to understand that social media marketing requires a focus on having a long-term relationship with the fans/followers of brands. Social@Ogilvy digital strategist Sophia Aladenoye believes that brands, that continue within the social media space without re-focusing on their communities as entities that require their long-term attention, will lose out on the true benefits of social media.
2. Consistent Dialogue & Engagement Is Imperative
While chatting with fellow Social@Ogilvy strategist Stephen Cooper, he shared his observation that brands are highly concerned with whether or not there is going to be a potential crisis on their hands. He pointed out, and we completely agree, that when brands focus on sustaining consistent dialogue & engagement with its online communities, it is easier to offset any potential crises before they truly escalate. The way we see it, it is just like a healthy friendship – the higher the frequency of quality interactions, the easier it is to quickly put out any possible upsets in the relationship.
3. Exclusivity Helps
After chatting more with Stephen Cooper, he shared some pertinent information – that 67% of Facebook users that “like” a brand expect to be provided with exclusive offers. This information indicates that for many brands, B2C or B2B, they need to focus on what content and/or experiences they can offer to their communities that are exclusive in nature.
4. Tailor Your Content
Nowadays, brands are quite focused on having content for their social media platforms. However, Layla Revis, a Vice President of Social@Ogilvy, urges brands to “make sure the content you’re creating is right for the platform where you need to be”. A great example she gives is “if girls looking for the perfect prom dress snap and share mobile photos of different dresses because they’re looking for opinions, creating a sharable prom dress mobile application is a natural way to demonstrate that”. According to Layla, “when it comes to finding the right ‘fit’, it’s all about social proof among friends”. We couldn’t agree more.
5. Experiment and Have Fun
Here at Social@Ogilvy, we enjoy having fun and love the chance to do it within the sphere of social media. Fellow strategist, Rose Reid, thoroughly enjoyed Social Media Week 2012 and walked with away with an important tidbit – “social media is about experimenting, trying new things and using an authentic voice”. We couldn’t agree more – the best part of practicing social media marketing is allowing the space to experiment and develop your brand’s online presence, voice and community.
6. B2B is a Major Player for Growth in the Space
IBM social strategist, Geoffrey Colon notes that more panels around B2B this year shows that companies that want to sell consulting services or machinery to other companies so they can perform efficient work should be in the space. As Colon noted – “A B2B company is made up of people and those people make decisions based on interaction with their peers and colleagues in social networks. So the CMO who likes a cookie brand on Facebook is also looking for information from peers on what business decisions he can make for his company.” Networks like LinkedIn made a big showing and are the dominant players in this space but location based mobile applications and iPad apps integrated with all social networks are areas where B2B can capitalize in the upcoming years.
7. Innovation is Key
Most companies try to be innovative, but the enemy of innovation is the mandate to “prove it” in social media. It is difficult to see if an idea will work without actually executing it. The logic that one cannot prove a new idea in advance by inductive or deductive reasoning is misconstrued. As a result, brands need to be more experimental in social. How people react to content a brand develops helps them roadmap what content they produce in the future. Engagement is a great testing lab in terms of feedback. Brands need to serve up new content based on what they feel their audience will enjoy around their subject category and not brand-centric. This is a new way of thinking for brands but is key to success in social platforms where people want to talk about trends, ideas and categories, not necessarily brands.
Social@Ogilvy Practice is a global social media marketing unit using word of mouth and digital marketing to deliver measurable results. We have technology and methodology for identifying and engaging influencers and activating networks of people to share and recommend products, services and issues. We create engaging experiences designed to promote awareness, brand loyalty, advocacy and conversion. Find out more about us at: https://social.ogilvy.com or follow us on Twitter: @socialogilvy
Appreciated contributions to this post were provided by Geoffrey Colon.