Activating Social Media
“In the analog era marketing was about getting people to think things so they might do things.
Digital media are interactive, so now it’s the other way round. Marketing is now about getting people to
do things.” Simon Silvester
Social networking is now a part of daily lives for many online consumers, but it is also a platform that is continually changing. What began as a core messaging platform connected to your friend list has become an aggregator of services; the one-stop-shop for all of your online needs.
A consumer can now listen to music, watch videos, play games, create groups and share their location. When we look at what the next big development will be, multi-media integration is at the top of the list. The networks that can make this as seamless and intuitive as possible will be winners. Brands should also look to integrate multi-media in their social media campaigns to increase impact in an increasingly competitive and hostile space.
From a brand perspective, the category you are in will play a big role in your social media strategies. Brands in technology categories must have a social media presence to survive. Tactics must also vary by region; make sure your social media presence in rapid growth markets is an informative as it is inspirational.
The most frequent activities span this axis
% SOCIAL NETWORKING
11.01: Usage frequency of SN
Bases: All respondents n=48804
Multi-media integration is the next critical development
% LOOKING TO INCREASE USAGE OF SOCIAL MEDIA ACTIVITY
I6: Future development of activities
Bases: All respondents 48804
Technology categories see the greatest reliance on user-generated content
% USING ‘USER-GENERATED’ ONLINE INFORMATION TO MAKE PURCHASE DECISIONS
N14: Social Network activities
Bases: All social networks 40382
In rapid growth markets, social networks are a key source of information on brands; align content appropriately across regions.
REASONS TO JOIN A BRAND COMMUNITY – TO GET MORE INFORMATION ABOUT A BRAND
N13: Reasons for potential brand friending
Bases: All social networkers 40819