Today most of my career is devoted to social marketing. As you know by now, it works differently in this arena. Today it’s all about getting your evangelists involved. The more you can inspire them to contribute personal content, the better your brand will do in the social space. Social fans of your brand want discounts, fun contests, and cool mobile apps, too. And they want them on a regular basis. Social marketing happens in real time, and what matters most is what you’re doing for your community today.
But there’s something else that has a very powerful, direct link to social media. And that’s the incredible potential of your advertising – especially what you put on TV.
Case in point: Old Spice. What used to be a very tired, nearly-forgotten, 71 year-old brand now has over 1,300,000 fans on Facebook. Are you paying attention marketing directors? That’s almost entirely because of how brave (and of course, funny) the TV spots are. The fact is, people will seek out your Facebook page if they think your advertising is good enough. Or perhaps I should say, great enough. There’s a difference.
Even a staid insurance brand like Allstate (28,000 fans) saw a significant increase in numbers when they started running the ‘Mayhem’ campaign. You know, the one where the guy is sort of a stand-in for the devil. Is that brave you may ask? I would say, yes, the devil in an insurance commercial is certainly that.
Here’s how it works: The social community is very wired. They know what’s going on. So if you have a hip, funny ad campaign, they’ll catch on. Awareness of your brand will spread. And sales will increase, too.
It’s something to bear in mind: The braver your advertising, the more the social community will reward you for it. Translated: It’s not a good time to play it safe. Not that it ever really was. As the saying goes: no guts, no glory. Oh, and for what it’s worth, Lady Gaga (never shy) has over 32 million fans on FB.