ted paulson

The power of brand ambassador

The update web „2.1“

We see radical change in trade for the year 2009. One could easily get the impression that the advertising and media landscape are in for some serious trouble this year. Looking at the current numbers from studies of MediaEdge it is getting more and more difficult maintaining brand exposure via classical communication channels. At the same time there has been an immense increase in the usage of social platforms compared to the previous years.

The customers determine the selection of brands, which form of entertainment and which service they want to have. They thus force companies to become more authentic. Conversely one could get the impression the advertising world is dissolving into nothingness.  Therefore Social Commerce is experiencing a new dawn, not to a small degree because of social networks such as Facebook, Youtube, Twitter and CO. with all their power to connect to our consciousness.

And herein lies the very problem. Brands as well as media companies are in fact clueless as to how they can use the power of networks for their own benefit. A mere Facebook page here or a few Twitter notifications there, will not make the cash registers go wild! Social networking is a skill to be learned. Customers, (being far more street-wise) are way ahead of companies. Half-hearted attempts are immediately laid bare. The dreadful result being that a brand is disconnected from their target community! The whole process, while at first glance appearing to be simple, is not a quick, fast, slapped together solution, rather it needs careful planning and consideration.

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Understanding the challenges

Nowadays, more than ever “out-of-the-box” thinking is required in our business life.  Various communication platforms are challenging us. Staying constantly in touch with our community is one thing, but to get feedback is another. The interface between marketer and consumer generated content is the sensitive part of successful social network marketing. This is where ‘try-buy-talk’ works as an important circle.

Besides the emotional need for efficient social marketing you also need very smart applications for a good support between those two parts, such as applications which measure your project and guarantee a very close connection between your online presentation and your social network.

It is a positive development that many of the social network platforms are opening their systems through ‚API’-support. For many companies a great opportunity to show what possibilities are in place to keep both part marketer and consumer generated content closer.

We are witnessing a global communication shift. Social network platforms have existed for almost five years, but this year we have a massive uprise in the usage of those platforms. Partially over 500 percent in some countries.

The question to be asked is why this year and not since beginning?

Well, it has to do with support of the applications. Since some platforms provide open source, social networking is very interesting for brands. Even immensely important, because you can measure, track and count detailed numbers about consumers in the community. To understand the entire system means let the user participate in your project. Let them try your product. They talk about it wether convinced or not.

You get the testimonials from them in comments, numbers and measurements, in utmost detail. In the end if done correctly all your products, brands & services are spread over the entire globe. Even you having the right application can help you monetize through those platforms. The smart & clever avenue to do this has to be found and the chance to find this is now indeed even bigger than ever before.