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Mar 31
2011
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Every organization, product and service has a brand - whether is has been deliberately crafted or simply happened while you were busy doing other things. There has been plenty of interest in how corporations, nonprofit organizations and government agencies can use social media to revive and realign their brands among existing or new priority groups. In designing brands with social media, IDEO offers case studies from Ford, CBS, Pepsi, Best Buy and Proctor & Gamble. Their takeaways include:
1. Go where the people are - don't try and attract them to you.
2. Have a legitimate purpose - don't just feign interest.
3. Be real - it is a 2-way conversation.
These recommendations fit nicely with resolving some of the problems we have been seeing when organizations act on the fallacies of social media marketing.
1. The social media space is an 'atract and join' one, not just a new channel for 1-way communication.
2. People predominantly use these new media for social purposes, so identify and join with their passions.
3. People who use social media are not a homogeneous group - segmentation is still part of the process.
4. Social media is more about building communities than talking with individuals.
5. There is more to social media than a presence on Facebook and Twitter.
1. Go where the people are - don't try and attract them to you.
2. Have a legitimate purpose - don't just feign interest.
3. Be real - it is a 2-way conversation.
These recommendations fit nicely with resolving some of the problems we have been seeing when organizations act on the fallacies of social media marketing.
1. The social media space is an 'atract and join' one, not just a new channel for 1-way communication.
2. People predominantly use these new media for social purposes, so identify and join with their passions.
3. People who use social media are not a homogeneous group - segmentation is still part of the process.
4. Social media is more about building communities than talking with individuals.
5. There is more to social media than a presence on Facebook and Twitter.
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