In less than two years, social networking has had a transformational effect on the way we communicate. For teens, social networks are the hub of existence. For many professionals, they have become a primary source of networking. For the average Web user, social networks offer ways to stay better connected to a passion point, hobby, or issue and for connecting or reconnecting with family and friends. For brands, social networking has also opened up new formats for engaging with consumers. Display advertising is certainly a viable ad model in social networking environments, but the real opportunity for marketers is to leverage the unprecedented community-building aspects of the medium to build their brands. Whether through unique content on brand profile pages, widgets with pass-along value, blogs, mashable video, advocacy programs, virtual avatars, or brand Web sites with social networking elements, marketers are experimenting widely in the space while getting better attuned to consumers’ opinion of their efforts. While the opportunity is significant, it is not easy to join the communities that your customers have formed. There are six “Cs” of social influence marketing—the main principles that make it work.
1. Content In 2007, many brands experimented with social networking environments—for better or for worse and in various forms. Brands like Victoria’s Secret loungewear line PINK and Nike seem to thrive in the space, giving consumers access to unique content they can’t get anywhere else. Access to valuable tools and content is a key factor in a consumer’s decision to interact with a brand. Content can take many forms: brand badges, coupons, wallpapers, behind-the-scenes movie clips, mashable video, updated stock quotes, recipes, sweepstakes, mobile downloads, charity donations, or plain information. Content can also take many formats—on brand pages, in widgets, through avatars, or via mobile phones. Regardless of their goals, brands need to think about customizing bite-sized, portable content or experiences for their most prominent target segments—content that their “friends” would be proud to display, share, or support.
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