Just read a great case study on Jeremiah Owyang’s blog on how Sony created a successful Facebook campaign with the Vampire widget.
I’m so happy something like this was profiled. It goes to show what all of us have been saying until we’re blue in the face. If you make it relevant, people will notice and particiapte.
It’s unfortunate that relevancy is still so often overlooked. Just because Facebook, or any other form of social media or any digital channel for that matter is popular at the moment, doesn’t mean your brand should jump on the band wagon.
Take your time and think about your target audience. Understand how you can interact with them in a way that is meaningful and adds value to what they are doing.
As Jeremiah says:
Sony didn’t beat the 3 million existing users with heavy advertising (and I’m sure RockYou wouldn’t have let them) over the head, instead offered value by giving away prizes, and tied in a movie that already existed.
If you can understand your audience, and I mean truly get in their head space, then you’ve won half the battle of marketing your products and/ or services.
Understanding your audience and determining what they would be interested in will open many doors to marketing strategies and tactics that will add value and (hopefully, if implemented properly) will end up providing your consumers with a positive brand experience.
Well done Sony by the way….
Rebecca Atkinson (Muller) is a freelance web marketing/analytics consultant with more than seven years of direct experience helping businesses create and implement online marketing and communications strategies. Her clients come from all industries including finance, technology and not-for-profit. She specializes in helping her clients determine how to improve their advertising programs, focusing on visitor behaviour – beyond the inital click-through. Full bio available