The broadcast marketing model that operated since Newspapers, Radio and TV started advertising, is broken. Broadcasting your message, pushing your products on the public is no longer a viable marketing strategy. It is now about online content marketing and online social business.
The new model for marketing is to build a dynamic interactive community online. The new two way interaction goes against the model we all grew up with. With Social Business not only are you attracting interaction, but the dynamic aspect is that your community will engage and contribute data/content for market research and future campaigns. This is the Coca-Cola experience, I have written about previously.
People from the age 15 to 35 are not watching television, they are now looking at the programmes they want via the net. Companies are looking for alternative ways to market themselves to their customers. They are aware of these advances in technology. TV has created problems for it’s self too, Sky’s, Sky Plus Box allows you to record your favorite programmes, which you watch fast forwarding the ad breaks.
An example of the New Model
Burberry launched its latest fashion show, called TweetWalk, in partnership with Twitter. They placed the Live Stream footage on their Facebook page using HD technology. A link was placed on their Facebook page allowing it’s 8 million fans to log on, follow the show and share with friends and family. They added content on Pinterest, Instragram and the music was specially selected and released on iTunes. They included their Chinese community by carrying the TweetWalk on social platforms Sina & Youku, this was total immersion.
More on how the New Model Works
Burberry have embraced Social Business and chosen to Live Stream their fashion shows. Members of their community can pick the items they want to buy during the show via Twitter, or afterwards for a week on their website. They also show items in special colours which can only be bought on the day, via the Twitter stream. This is the quid-pro-quo, the community member is rewarded for participating by being able to buy exclusively.
Burberry are willing to take risks. Their new fragrance will be launched on YouTube rather than traditional marketing channels. For one day they will take over the home page on YouTube in 13 countries, this will give them an estimated 50 million plus viewers.
The risk is mitigated by the fact that the metrics from the YouTube advertising will be so detailed and accurate. Burberry will know immediately if the experiment is worth repeating or not.
How is this style of selling different? The community can chose if they want to engage or not, they are now in charge of how they use their time. In the fashion show case, the community did participate. Burberry’s sales benefited because it was an exciting and interesting fashion show concept. Burberry’s online advocates did share this interesting information with friends and family. Their facebook fans figures jumped 500,000 as a result.
As Burberry are sharing with their community in such a creative dynamic way their community grows. The number of Brand Advocates and Evangelists within the community grows. This leads to increased sales and Brand exposure.
Companies are looking at how to drive sales online through engagement. The new model is being lead by companies like Coca-Cola and Burberry. The results are interesting, Coca-Cola are looking to double their sales in the period 2010 to 2020. These initiatives are social business in action, they share value, these examples are totally community centric and they are driven by dynamic creative content.