Marketing is social. We're all sold. But how do you maximize your return in social without appearing like a douchebag? One the one hand, top influencers in the social space are the ones who can truly drive action back to your brand. Yet, on the other hand no one likes a brand who refuses to interact with the little guy. As social marketing becomes more serious, more serious metrics are being demanded -- learn what works and what doesn't. And what about service -- should influence affect whom you help first?
So people “like” your brand on Facebook. Big deal.
Many brands have become slaves to the “like” button. They give away valuable stuff in return for a passive thumbs-ups, never realizing that this behavior could actually be cheapening their customer relationships.
“Likes" come easy, but real relationships come with real exchange and sacrifice. The laws of currency show that people value something more when they have to give something to get it. And if brands can provide experiences that solve real problems, they can ask for more in return. What can brands offer customers so that they have more skin in the game?
In this session, we will look closely at examples of a deeper, more balanced value exchange between consumers and brands. We will discuss strategies to uncover what your brand has to offer, and what your most valuable customers can give in return.
The Insane Clown Posse, a Detroit gangsta rap group who literally dress like clowns, have leveraged a rabidly devoted fan base to become the best selling indie band of all time (for REAL). They've accomplished this without radio airplay, major label endorsement, or any mainstream media exposure. In addition to selling millions of albums for decades, they make millions in merchandising every year. The group's brand is so far reaching that millions of people who have no interest violent clown rap have watched their viral videos.
We'll look at what the band did historically to garner such a devoted fanbase and how you can do the same for your brand. If these clowns can make 7 figures a year, so can you!
Managing customer service on a Facebook Page is a messy proposition, particularly for large businesses and brands. Increasingly impatient customers and fans are flocking to the Facebook Wall to fire off specific questions or complaints about product and service issues, with the expectation of receiving a rapid-fire satisfactory response and the threat of making a big stink across their social networks if they don’t. Plus, the exchange happens right out in the open for all to see. How can brands cope?
From discussions on scaling staffing coverage to evaluating when to respond and the right tone to take, our panelists will share their experiences, hiccups, and words of wisdom for carrying out good customer service in the challenging Facebook environment.
by Sara Meaney and Al McWilliams
Let’s face it. Leif Garrett (1979) and Justin Bieber (2011) are the same thing. Both made music videos, both had photo spreads in Tiger Beat, and both look(ed) more like girls than boys. It’s the same marketing formula: brand, messaging and distribution.
This point/counter-point style presentation will discuss examples of how the formula for marketing success has largely remained unchanged over the past decades, despite the rapid introduction of new channels.
The presenters will challenge the audience to think critically about the role of the Internet (distribution channel) vs. the quality of the brands and the messages themselves, while focusing on the need for a “back to basics” approach to marketing and communications, regardless of channel or medium, online or offline. Come prepared to debate and open to having your perspective widened.
9th–13th March 2012