BizReport

RSS feed Get our RSS feed

News by Topic




BizReport : Social Marketing : October 27, 2010


Social Events vs. Social Marketing: Is one approach better?

In the social space, there is traditional marketing and then there are events. Each has a unique set of rules, positive impacts and negative effects. The question most brands ask, however, is which type of social campaign will have the biggest impact on their profile? The answer? It depends on the event at hand.

by Kristina Knight

"Social media events are typically much more engaging and interactive because the end users are competing for some sort of outcome. The events are much stickier, the users are encouraged to share the events across their social graphs to solicit support from fans/friends/family, and most importantly to marketers, the end users are much more willing to share intimate details about themselves during the registration process," said Alec Shankman, CEO of GotCast.com, a social event platform.

First, what is a social event and what is a social campaign? We'll tackle the familiar first. A social marketing campaign is simple a marketing campaign set within the realm of social networks. A social event, however, has a beginning and end date - just like a campaign can - but also ask the consumer to compete for a specific outcome. For example, a recent social event asked viewers of the popular "Project Runway" reality show to compete to determine who would be eliminated week to week. The even drove millions of impressions for the branded sponsors of the event - Dove, Garnier Fructis, L'Oreal and others.

Do social events only hold benefit for mega-brands such as Dove or L'Oreal? Not necessarily says Shankman. "Ultimately, as long as the outcome is aspirational and the event is properly produces, the [brand engagement] will be huge," he said.

The key is to give the social viewer something they want - and not just a coupon for a favorite product. These consumers want a role on a favorite TV show or a job with a top brand, for example, rather than a year's supply of Product X.

Shankman expects social events to begin taking up more marketing dollars over the next year as brands see the benefits of partnering with reality-based video programming because these types of events allow consumers to get excited about their favorite brands. It also helps lesser known brands place a strong foot-hold into a space where previously only national or 'classic' brands may have been admitted.

"Social media allows advertisers to directly engage consumers, collect intimate/real time data from them, and reach people in a cost effective manner online where they're spending a lot of their time," said Shankman. "Clunkier, more expensive, and less trackable campaigns will begin to give way to their newer, sexier, more efficient social media counterparts."






Tags: GotCast, social advertising, social events, social marketing, social networks








Subscribe to BizReport



  • I am delighted to see how powerful social media platforms are as the word has spread predominantly through them.

    I would like to discuss the very latest developments from within the management team of the simplest, most convenient, time-saving platform for distributing video content from one single accessible place to multiple online platforms including YouTube, Facebook, and more.

    We’re passionate about video marketing - it represents one of the most effective ways to get rapid Google ranking, for example, and often within 24 hours. This might sound like a huge claim, but we’ll show you how to achieve it .

    This is one of the reasons we love video marketing – and we think you will, too.

    Network Waves offers Members unrivalled facilities for sharing and distributing visual content across the Web.

    Our purpose is to make your online networking more effective and save you time. Try our video distribution service for free today and see how it works.

    You’ll be sharing visual content effortlessly across multiple platforms in minutes – thanks to the unique Network Waves distribution system.

    Please enjoy the Network Waves experience – and pass it on! We’ll be blogging soon on why video marketing is one of the most rapidly-growing opportunities for internet marketers and entrepreneurs alike. www.networkwaves.com

  • We couldn't agree more! Our clients have been thrilled with the results of incorporating a social media "share" and/or contest component into their events! We've seen huge results again and again, from talent shows to photos with Santa.

    With so many social media sharing options, the key is knowing the capabilities of each tool and selecting the appropriate sharing tactic for the event.





http://www.bizreport.com/2010/10/social-events-vs-social-marketing-is-one-approach-better.html

 

 

Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.