The numbers have changed, in a marketers favor, since Forrester released this report – more people are joining the social media landscape. For example, in 2008 the percentage of inactives was down to 46%.
I anticipate the percentage of inactives will continue to drop significantly in the US – to the point that eventually most people will use some sort of social media application in their daily lives; South Korea shows an active Social Media population of 65%.
The number of Social Media Marketing avenues can be overwhelming. It is important to understand where your customers dwell; and when you find them you should be able to measure the effectiveness of your marketing efforts. The employment of the efforts and time needs to be perfect to purchase the subscribers for the channel. Many discounts and coupons are Offering to Buy YouTube Subscribers for the channel. The results are effective for the people to improve the growth.
In order to succeed using social networks you need to help your brand advocates spread your message. You need to energize the people involved in your social networking efforts to participate in your campaign, enabling them to spread your message to other people. Of course, you also need to measure the results to see the extent of your campaign’s success. Measuring the results of your social media campaign enables you to see how you were able to energize the market, and to what extent.
Take the MySpace campaign of Adidas, for example. In their MySpace profile, they made visitors chose between two types of Adidas shoes according to their philosophies. People who are team oriented and are precise with results should choose the Predator type, while those into showmanship choose the F50 Tunit. The site enables the visitors to become participants of the campaign. This is different from other traditional advertising campaigns, where the advertisement is one-dimensional and hardly involves the market. Here, the consumers who participated in the campaign become part of the advertisement. They taunt each other regarding their choices, they rationalize their preference, and they even design their MySpace profiles using Adidas wallpapers. Adidas did not “shout,” as advertising tends to do; the campaign did not force their products on the people. Instead, they developed the campaign in such a way that the people become so engaged that their preference has changed.
According to the analysis on the campaign, over four million people have been exposed to the Adidas campaign through the poll, the wallpapers, and the banner ads, among others. This is beyond the people who were engaged in the campaign itself, since only 50,000 people were friends with the Adidas MySpace profile. This means that Adidas used the people who were engaged in their campaign to turn their marketing method into something beyond what was intended.
All over the world, different brands have had similar success. Pizza Hut in South Korea launched a campaign in the Cyworld social network. It used a mini homepage in Cyworld as a campaign for its new Italian-style pizza. In eight weeks time, more than 50,000 orders of the pizza were made through the mini homepage. Also, the mini homepage generated more than four million views and made “friends” with over 50,000 Cyworld users. A South Korean movie Typhoon also used an Internet-based campaign, using banners which people can put on their Cyworld profiles; the result: over half a million members used the banners, and the views are obviously more overwhelming in number.
This is the power of Social Media: when using Social Media, you let go control of the campaign and trust your customers and your audience. When it enables the people to participate, they feel as if they belong to the brand or the service. It promotes loyalty and gives consumers a sense of belongingness. If advertising is communication, then using Social Media is engaging your customers into a meaningful conversation.