Looking forward to OMMA Social 2012 next week. Here’s a nugget from last year’s.
In social media’s infancy, marketers used crowdsourcing to get involved with social media. But, as social media got more complex, crowdsourcing tactics had to change to make brands more exciting.
Initially, social media was used to solicit audiences to create commercials for brand contests, but as social media use increased, it is used daily by marketers to communicate with consumers and promote brand evolution.
This OMMA Social panel, moderated by Mel Carson, Microsoft’s advertising community manager, discusses how to use consumers’ opinions to drive brand initiatives, with the end goal to make brands more appealing.
Crowdsourcing
- A way to constantly engage target demographics and maintain a consistent channel
- Integris Marketing’s article on crowdsourcing
Crowdsourcing tips
- To avoid mob mentality, ensure your groups are composed of individuals with real identities
- Define what you’re looking for: Structure and planning vs. pure creative
Brand tips
Stay current
- Life cycle of content is 3 hours; the solution is to keep producing more
- You don’t have a choice anymore: Quarterly research campaigns are passé, need to stay current on a daily basis
- Once you dive in and start getting feedback from passionate customers, do something with it
Listen to your audience
- Trust your consumers
- Understand them, and then make your plan
- Do not overlook differing views
- Have to take the mindset of how will people REACT to your content not how will they read it
Final brand tips
- Experience and share your surroundings!
- If you are asking, ask for the smallest thing possible
- Be transparent: More transparency, more real conversation
- Social media activation takes strategy and planning, don’t just dive into it
To summarize and reflect on marketing’s initiative, here’s a great quote from OMMA Social participant @brandone: “Marketing is about mirroring a good idea with the right delivery vehicle.” Social media can be that great vehicle for marketers, if used properly. Be super engaged with your consumer, learn what they want, and then plan out the proper brand execution strategy.”
Thank you @JackWagner54, @HeatherCinOC, @ogilvydigital, @katiedel, @thebuddygroup, @HeatherCinOC, @jencorbett, @YahooAdBuzz, @nicoledunc, @brandone, @socmedsoc
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