Three (3) recent research studies demonstrate
that active Internet users spend anywhere from 16% to 25% of their online time
on social networks. Hence, steering a social media campaign could be extremely
effective for building buzz, awareness, and engagement as well as spawning more
fans & followers for a brand. As easy as it may sound an effective
campaign that archives the corporate set objectives is generally few and far
between. Since lately many corporate entities have understood the potential of
social media and started to run Facebook campaigns on a Machine Gun Approach. Brands are more and more investing in tacky videos & developing
lavish apps to engage audiences.
I have eagle-eyed some multinational
companies running Facebook competitions with prizes galore expecting engagement
from the end consumers. What they have failed to identify is the success of a promo
has a direct link with the market they operate in. When I went through the
weekly winner’s list majority of the promo (Conducted by FMCG companies) winners
were minors. Who had no spending power nor had a say on the type of dish wash
or washing power they used in their house hold. The company spent a substantial
amount of money on creating an app with a decent concept to make the promo go
viral but did they know who their buyers are? Or were they working through the
mass to reach the Right target Audience?
So let’s break
it down further,
The current world is an information
surplus. So many sources of information and influence competing for our
attention, we frequently try to seal ourselves off noisy. And tend to rely on
each other to screen information and deliver us with the communications that we
truly want.
"The Law of the Few",
or, as Malcolm Gladwell states: there are 3 types of people who affect the
rapid spread of messages through a network. These three types of fans are
connectors, mavens, and salesmen.
1. Connectors: They are fans with
many friends and connections who spend time maintaining these acquaintances.
2. Mavens: are the info collectors
of the social network. They assess the messages that derive through the network
and they permit their assessments on to others, along with the messages. They
are sometime called the Mega Fan Bodyguards.
3. Salesmen: They are persuaders who
are skilled of broadcasting messages through the force of their charisma. They
have a certain skill to sell which helps them passage messages which may be of
significance to them.
The above 3 types of fans can be
called translators: they take ideas and information from a highly specialized
world and translate them into a language the rest of us can understand. The
above mentioned 3 types serve different causes for a brand by aid visibility to
the proper audience.
And when a Social media game/promotion
is announced on a fan page 2 types of fans partake in it.
Type A: Fans who participate in
the contest because of the prize at stake and their comments and opinions are
not authentic. They wouldn't even “like” your page if you weren't going to offer
a prize or freebie in the first place.
Type B: The end prize might not
be appealing to them and they might not have the spending clout. But they spend
an enormous amount of time engaging with the promo going all creative with
their posts and tweets to showcase their love to the brand.
The above 2 types of fans partake
in promos for totally different reasons, but they support you in creating
the buzz you need to send vibes to the masses.Hence, I got into doing some research
and stumbled upon a model by @SoravJain
which I though was most fitting for brands to surge visibility to right kind of
audience through promotions (Contest).
Contest Announced —> Mass
Participates to Win the Freebies —> Making the Topic a Trending on social
media channels —> That Increases Visibility —> People with the spending
power Notices it —> that helps Brand Increase Visibility to Right Kind Of
Audience
In laymen’s terms: Through the
mass, reach the handful! Remember! Many people today aren't just clicking just because
you sound interesting they are clicking since they've seen it appearing numerous
times and since others are chatting about it.
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