Delivering the Content Your Audience Wants

When it comes to social marketing, there is only one response to the question, “what is the content your brand delivers to its audience?” The answer must be “the content they want.” Social marketing is not about delivering a marketing communication to push content on your audience.

And the second mistake most make in social marketing is thinking that their job is done when they acquire a high number of likes, followers, or fans. I like the way Nate Elliot puts it in his June, 2012 report “The ROI of Social Marketing” – “Fans have little innate value; it is what brands do with their followers – not merely that they have them – that creates value.” And this means delivering consistent value to those fans on their terms.

Lets talk about this through a case study of a leading consumer brand I recently looked at as an off-shot of some work I was doing. (Let’s just call them Brand-X)

Brand content reach and engagement

From the figure above, you are likely to think that the brand is performing well using Facebook to deliver content and capture strong reach and engagement. But when we look into real execution, things are not as pretty as they seem. First off, look at the peaks. While 500K people talking about this seems impressive it is less than 2% of the 27 million likes. It is also worth noting that the new product and service spikes came with paid sponsored posts. The content the audience reacted to most were celebrity video posts and a contest, and still, these posts reach less than 2% of the fans captured (which were likely via paid Facebook as well).

Once again, Nate Elliot expressed some interesting information. This month, the Ogilvy agency released data showing that the brand pages they manage reach just 6% of fans. For pages with more than 500,000 fans, Ogilvy says reach stands at just 2%.
Some have realized this for a bit, but were apprehensive to come out and say anything against the social media behemoth. Brands and agencies are now openly talking about their discontent. More and more brands are disillusioned with Facebook and are now placing their bets on other social sites — but few of them want to go on the record. In addition to poor Facebook measured results some see the biggest problem with Facebook is their constant rule changes.
But do not think for one second this does not mean that there is not a great value to brand social marketing. And I am not totally knocking Facebook either. But here are some points.

1) Facebook is extremely powerful when users (as opposed to brands) share the value of a product or service. Marketers may not need to focus on content distribution to Facebook, but certainly look to motivate their audience to share in all social channels.
2) Content marketing is extremely valuable. Brands need to get their marketing departments to evolve from traditional marketing communications to storytelling communication.
3) Compelling pictures and videos win audiences.
4) Think about numerous channels where content can be delivered to your users. (For example, I just did some research on a particular target audience for a brand and found out the targets were most active on Google+ and LinkedIn.)

When push comes to shove, pushing and shoving does not work in social media. Deliver compelling content YOUR AUDIENCE wants in the places that are likely to turn the best results. Think about having your own media repository and using social channels to distribute that content. Have others share it on social channels and be the place for conversations and engagement.

Make It Happen,
Social Steve

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1 Comment

Filed under brand communication, brand marketing, content marketing, Facebook, social marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve

One response to “Delivering the Content Your Audience Wants

  1. Great post Steve understanding the importance of being connected to the people your connected to is so important whether you have one like or 100,000,000.

    I’ve said for years regardless of what others may tell people we should do what we’ve always done and talk to people of a like mind. It hit me in 1982 what this was all about, at school I got on with people but was also lonely or not really connected to everyone.

    Then at my first college all of a sudden I met people I had things in common, not everyone still but more and more deeper connections and interests. Then in 1983 I met people who were doing this with people all over the globe via the mail.

    Fast forward to today and some of those people i am talking to online.

    As time has moved on I perfected and looked back at what worked and what didn’t. I always looked in my conceptual and performance artwork for interaction, participation and response just as I do with web/graphic design and social media activity.

    I advise people to do what they always did before they used pen and paper or a slate and chalk, or last week with a phone or tablet. Locate the people you want in yur connected networks and communities not only t buy from yu but more importantly to share your thoughts and experiences to people who are loyal and trust their word.

    Once located, listen to them, whether in a board room, bar, bust shelter or online. Just so you know what they are about, after all anyone just into business 24/7 is boring from the toes up, find out what they like dislike and if in connects with you. The tone and the language, not so you are down with the kids and trying to be a president talking to the hip and the cool but so you can find out if this is the natural space for you to inhabit.

    Once you have figured that out you can engage with some knowledge and are able to be part of the community not another seller that they all close and turn away from.

    Locate, listen and engage then you’ll learn more about the bigger picture that you’re only a small speck of waiting to land on.

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