Socail media is where we now look to to make friends

Nearly 20% of us now rely on the value of social networks to meet new people and maintain relationships. Is this a worrying statistic or simply just an evitable shift as more activity moves online?

Many reasons could have caused this:
Increase in social network sites and forums
Sophistication of digital 3D social spaces such as second life and lively
Credit Crunch curbing consumer spending in social environments
Rise in living costs
Change in online surfing attitude and behaviour
Lack of confidence to meet people face to face
Geographical barriers due to increased mobility
Smoking ban driving people out the pubs and public places

But what will this do for society? Will we all become introvert computer nerds, scared to go outside because god forbid we may have to interact with humans rather than our keyboards!

I admit this may be taking a bit too far but I have started to row concern after reading an article in the metro reporting than a third the residents of aptly named Barking depend on their internet connection for a social life! (according to a poll anyway so there is hope that statistics can be wrong)

So what does this mean for brands? If more of our interactions are going online, brands need to follow. I would of thought raises the hope for them to be accepted by consumersas friends and interacting with them if people are spending more time on the net, more time doing shopping online and more willing to talk to strangers.

Having an online prescence in therefore more important than ever as you no doubt already know.

Persona offer excellent online marketing, branding, web design and development for anyone who is looking to improve their online profitability.
Visit Persona

Branded social networks

They accepted me! (My New -New Look's new social network) After a short wait they've decided I am cool enough to enter their site. So I have and subsequently have forgotten why I was so keen to get in.

It is my hope that they are able to follow up the hype with something spectacular to reward me for joining. Some instore discount would be good. Or at least something back for providing the feedback on their website that they keep asking for. Time will tell.

Though at least it has a good focus of fashion and music- a good connection to their brand and their target audience.

I shall keep you informed of any developments. It shall be interesting to follow up how a high street chain can make use of this medium. A tactic that no doubt a lot of companies are doing at the moment before they test the water. Best to learn from someone else's mistakes. Though if others hold out too long soon there the market will be cluttered with little room for yet another network.

My advice would have to be to dip your toe in. There doesn't appear to be many sharks, yet. I think consumers' are still sympathetic to new sites starting out and finding their way though it may not be long before their expectations and tolerance rises.

My look's bringing exclusivity back to social networks

After receiving an email invitation to join 'My look', the latest twist on the social media craze from New Look I was surprised to find that I had to fill out a few answers telling them my preferences to music and fashion and will now have to wait to see if THEY accept ME. Shouldn't they be begging me to join?

Is this the beginning of social media bringing back its exclusiveness and trying to comprise a close community of like-minded people or is it an attempt by naive companies to try and take back control of their image and accessibility to the 'right kind of people' on the web?

As a marketer I appreciate the tactic as a good way to stir up interest, word of mouth and an anxiety to be let in to the group and be part of something exclusive. Is this a clever way of bringing back 'cool' to social networks. It does appear a way round the trouble facebook has when it decided to make itself an open network. Youths' perception of the network's coolness went down hill when they started to get friend invitations from their mum and their boss.

However I do feel a little put out when a message came up telling me they'd let me know via email in 2days whether I was allowed in or not. I haven't faced this problem since I was 17 and trying to blag my way into clubs.

If they don't approve my membership and others' won't this alienate customers? I know I felt a bit put out. Or will it make people more determined to follow the crowd in music and fashion to be accepted?

It is clever though. I wasn't even fussed about joining their social network until I faced the prospect of being rejected. The old marketing trick applied to the online market place: limit supply to create demand.

I applaud you New Look, though if you don't accept me I may have to hate you!

Should brands join existing social networks or create their own

With all this hype around social networks I'm beginning to wonder whether any of it is actually of value. Companies who have got involved in social networks have gone one of two ways either invested in creating their own social network or join an existing one.

With the first option there are associated risks. As companies who have taken this route have reported to have invested over a million dollars in building their own sites but have not managed to recover their costs.
"Thirty-five percent of the [corporate] online communities studied have less than 100 members; less than 25% have more than 1,000 members - despite the fact that close to 60% of these businesses have spent over $1 million on their community projects." ( Wall Street Journal 2008)

This seems pretty pitiful when you look at the membership of facebook, bebo, myspace, linked in, twitter etc. Though to be honest they shouldn't really be measuring in members, especially not initially. It is very difficult to become the next big thing overnight. Especially if you have a niche following. They should be more focused in encouraging quality engagements with users and offering them added value.

A brand must have enough appeal amongst its consumers to enable them to create a destination site solely focused around their brand and products. If consumers are not interested in the latest product developments or have a vested interest in engaging with the brand then the site is doomed to fail and are best joining an existing site or focusing on more traditional marketing techniques.

Dell has made a great destination site, mentioned in my post the other day. Due to the nature of the technology market, visitors are interested in the product, want to know about the latest products coming out. They also have a vested interest in interacting with the company as their comments are taken on board and feedback to the company to improve their offerings.

Fuji have taken a different approach due to the nature of their industry. They have chosen to create a site, Z-spot, surrounding their new product, Fujifilm FinePix Z20fd. The site isn't heavily branded however, it only has one banner ad half way down the page that you can click through to the Fujifilm product website. The main focus of the site is to promote their new 'Z Spot' events and nationwide competitions with the strategy of associating the camera with music, live events and social experiences. A fresh way of thinking in my view and one that may be more widely accepted by youths as it is not a direct sell, instead the brand has found a way of connecting with consumers on their terms and offering them extra value in terms of festivals. The idea being that they upload their pictures from the even onto the website, increasing stickiness and making the link between the events and the functional use of the camera. I learnt about it from crunchgear for those of you who wish to find out more.

Though a good idea, it is yet to be seen how impactive it will be on Fuji's image and sales as the camera isn't very visible of the page. Even the name isn't clear on the banner due to the badly pixelated image. Being an image expert, surely they should have at least got this right?!

The other option for brands is to join an existing social network, such as many brands have done on facebook, some being more successful than others. O2 have used it quite well promoting 02 university events and competitions. Though not all companies have done this successfully. Cadbury's did have a few pages dedicated to their different chocolate bars and included adverts on the site but failed to create any real engagement with consumers, with hardly any wall posts, unsuprising as they made no effort to encourage any. Needless to say these ages can no longer be found.

Click here to follow the debate on facebook by various online marketers and enthusiasts.

Brands interacting on social networks

Primarily social networks are made by people for the people. They're a place where members can make new connections and interact with each other about common interests. From my experience they are generally really friendly and welcoming environments presumably as everyone has the same motive. To exchange ideas, share knowledge and advice and also get a sense of belonging in a close community. This obviously becomes harder as network sites grow in members though threads are a good way to keep the feeling of a small community.

Brands need to take into account this type of environment when they look to get in line with the social network trend. Any attempts to use them as just another advertising space to sell their services direct to people will almost certainly be met with a hostile response as they are not respecting the site or the members who use it.

Instead of being a corporate mouthpiece for the brand, marketers need to think about using more personal tactics. They are more likely to be accepted if they come as individuals with their own contributions to the discussions.

Most networks like new members to introduce themselves to the group and reveal a bit about themselves. This is because users value transparency and are looking to build valuable long term relationships rather than be hit by various impersonal sales pitches.

Spam as its referred to, is negatively received by the majority if users yet brands still insist on posting them. Surely this is bound to have a negative effect on their image. Though as long as people are still curious enough to click on the links, they are still likely to exist but I think e-marketing should hope to take the long term view more seriously using the principles of relationship marketing, building a reputation of original thinking and expertise in problem solving through as they partake in these forums.

Social networks, contrary to popular belief, are here to stay. User generated content has taken off and shows no sign of slowing down. Consumers are liberated and are not likely to hand back control to brands easily any time soon so it is time for brands to wise up and play by consumers' rules and become TRULY consumer orientated.

Lively interaction

Second life has been around for a few years but only now has google got round to creating an equivalent, 'lively'. Lets hope it lives up to its ambitious name.

I've had a go myself at creating a room and trying to add furniture and and create a person though sadly experienced a few technical problems. All i managed to end up with is a basic shell I could zoom in and out of. Though I have faith these problems will be ironed out eventually. It is no suprise therefore that the program is available for free at the moment.

So assuming this program does get up and running properly and people actually overcome the frustrations of trying to work out how to use it, what does this mean for online social interaction. IT seems to be a step up from conventional social networking sites as you can personalise your own character, your own music that plays in your presence and your own room complete with decor. So yet another way that we can exercise our right as a postmodern consumer to be playful with our roles in society.

People can invite people to visit their room, via google mail of course (yes you guessed it you need a gmail account to set this up) and you can also go find other rooms to join. Some of them already created by users actually look quite appealing if you allow yourself to postpone disbelief and induldge in the fantasy of you actually being in a futuristic sushi bar or lazing by the pool on a roof top terrace.

If people have time to go beyond being a citizen designer and turn their attention to interacting with other users the program can be quite clever, enabling users to chat using an instant messaging service and have their characters talk also through speach bubbles to create a more cartoonish feel. It combines social networking and computer game conventions that will be interesting to observe over the next few months to see what type of interactions prevail. Whether this will be a space for intellectual discussions or an extention of 'pub talk'.

It seems like an ideal platform for brands to extend their presence more physically online and for consumers to interact with their image, personality and products, they can almost create an authentic user experience with the brand online that couldn't be done before. I hope to see brands take the iniative to get involved in this new medium as I think it could open up many opportunities for brand awareness and engagement.

There are tv screens to input into rooms from the 'shop' and I'm sure I saw one room had youtube. Could this be the next generation for online tv? could we next be watching our favourite shows in our virtual living rooms online? Nowadays any wacky ideas seem possible!

How should brands talk to social network users?

For brands thinking of using social networks it is often talked about having to consider their audience as when planning any marketing communication activity. The buzz phrase of advice seems to be telling brands to 'talk to users in the right way'. Though no one has defined what this right way is. Granted it may be different for different segments or types of brands but I thought I would discuss the different possible ways of talking.

1. In a formal manner resembling a similar tone to their corporate website.

This seems to defeat the purpose of using these networks though they could use them to point people to their site via viral marketing though an advert would do the same thing.Appropriate for more formal services, to older less open users.

2. Informal, chatty style

Likely to create positive attitudes towards the brand and encourage dialogue.

3. Use it to promote competitions, discounts

Drives traffic to brands' websites and pages on social networks, creates interest in the brand,

4. Humourous banter in the style of youths' dialogue between friends

This is a risky strategy as it may either offend or lack credibility especially if their not seen as a youth brand. though if done well could create positive connotations and is likely to encourage a response.

Regardless of tone, timing needs to be an important factor. Brands need to develop a continuous dialogue with consumers and offer them something new otherwise they'll get bored and forget about them undoing any good relationships started. Though communicating too often with them may irritate users. As social networks are fairly personal spaces users may feel that brands are intruding causing negative associations with the brand. Ultimately brands should try and understand and categorise how willing they are to talk to brands and how accepting they are of advertising.

Should brands get involved in the banter?

Is facebook yet another technicalogical advance that took yet another step away from face to face communication? It seems strange that over the decades we’ve gone from talking face to face to writing letters to phone calls, email, texting and now hit and run ‘pokes’ and wall posts.
This is quite a pessimistic view of how communication has developed. One I’d expect my dad to tale. I however believe like most open minded people that it’s a good thing.

Its eliminated the restrictions of time and space for sure but more than that, its encouraged more interaction; with immediate friends, classmates you may have otherwise lost touch with, collegues (good for team bonding and integration) and possibly brands?? Well maybe not so much with the latter. They need to try a bit harder to get some sort of rapport going.

In my opinion, for the younger aimed brands, they should try and enter into a tye of banter with their target audience they would relate to. As marketing and advertising is becoming ever more entertainment orientated and content focused, surely entering into some humourous banter with their ‘fans’ would earn them some brownie points with our young minded generation.Though I accept this may prove a little controversial especially as most banter ends up being a tad offensive but if done in good spirit it may be a very forward thinking way of communicating on a level young people can relate to and enjoy.