The phenomenon of social networks has long been recognized and Germany. And that applies to millions of users who already spend much of their "online time" on platforms like Facebook, Twitter and YouTube, of course, for advertisers. For these increasingly recognize that they must be active in the social web. But very few know how to successfully perform here - and we say deliberately not "advertise".
The following describe Felix and Klaus Holzapfel, managing director of German-American marketing agency conceptbakery and authors of the book "Facebook - Marketing with friends: dialogue heavy-handed advertising," the most important success factors and common mistakes in setting up a business presence on the social web. They are focusing on not only worldwide but also this country's leading social network Facebook.com:
Note - The Social Web is not "marketing magic bullet" Beware of the following symptoms: "We desperately need a Facebook page!" The often blind activism in establishing a presence on Facebook & Co. recalled some of the actions the mid / late 90s - the triumph of Web 1.0.
Here's the bad news: The mere setting up a Facebook page uses nothing at all when the social web was not understood, no consistent strategy is based, no clear objectives were formulated, and the interplay with other measures, or a smooth integration into the entire marketing strategy is.
Facebook: New Worlds - Require new ways of thinking Another parallel: In the first Internet wave, many companies have tried to transfer a print catalog and veteran approaches one to one mapping to the Internet and a website. The possibilities of the Web were too often poorly understood and used. Exactly the same error happen today, unfortunately, often happens when companies rush blindly into the social web, and try their contents 1.0 and mindset for this "new world 2.0" to transfer.
Positioning is king - awaken interest in a sentence Also on Facebook users have a short attention span. Either you believe it at first sight or not. Therefore, the user is short and sweet - preferably in a single sentence - being able to say why he should be networked with a company on Facebook. This need not necessarily always have their own brands and products in the foreground. It is often put to successful joint interests at the heart of communication that suggest an elegant bridge to its own product. If a person unappealing, it works fast, if he always speaks only of himself. For companies in the social web is quite similar.
Facebook: communications at eye level - moderation instead of control The days when companies were talking or simply listening to consumers and advertised are over. The Social Web, it is for companies to not only send, but also listen to customers to take it seriously and seek a dialogue among equals. Consumers are no longer made for advertising the slaughter, but viewed as equal partners. Smart companies realizing that they have no control over what content, at which points, at which time consumed and distributed. Rather than to fight it, they find themselves with this fact, and turn the controller is sent to the audience and presenter.
It's Time for a Change - (R) evolution of the information flow The flow of information has changed fundamentally. The rules in the analog or Web 1.0 world were long gone. We are looking less and less information, but they find us. In Web 2.0, it is not only a breeze to create and publish their own content, but to share any content, especially with the world. It will no longer send e-mails, but social plugins used where sharing of information by using a single simple clicks made. And not a few selected recipients, but also the entire personal network of a user.
Cross Media - Social media never walks alone Entirely on their own corporate presence on Facebook is often relatively ineffective. Even the Social Web are the "fried pigeon ranges" not from the sky. This commitment and piece them all together with a variety of measures is needed. Both on Facebook and with your own website, other online activities, to the integration and interaction with conventional offline components, such as print, radio or TV.
Facebook: rethinking demand - less advertising, more talk We want a company that ... Wrong! Our customers are looking for ... Right! The users are not on Facebook, there to be bored with clumsy advertising. That's not to say that advertising does not work in this environment! But they must align themselves to the rules of the game, pretending to be from the users, not by the company. And these are the social web to meet up with "friends" to share, to have fun together, laughing, discussing, to ... - no matter whether it comes from real life, friendships were made in the network with other users or with companies produce. Successful companies think not so much in an advertisement, but in Word-Of-Mouth ideas that invite you to participate and create conversation.
Conclusion - The target groups are people of flesh and blood Thanks to social networks like Facebook & Co. Communications is no longer an abstract entity that is by advertising convinces customers, but are the links to friends. This takes communications to the more human qualities. It is no longer primarily concerned with the mere increase in sales, but building and maintaining long term relationships (which tend, of course, but then again to the basic goal of any business: the maximization of profits).
Companies that take into account all these factors are very well placed to cope with the demands of successful marketing in future. Everyone else will learn these things either painful or suffer medium to long term significant competitive disadvantage.
