Digital is transforming the way brands are communicating with their customers. The most recent Nielsen’s Trust in Advertising report confirms that branded web sites are now the second most trusted format, a jump from fourth place in 2007. As communications and marketing professionals, how do we seize this opportunity without mucking it up?
You’re active on social media – you’ve set up your blog, crafted your profiles, written great cornerstone content and optimised everything in line with best practise principles. Now you need people to connect. And not just any people, you need to reach a specific group – your potential clients. There’s no point having hundreds of people read your blog if there’s zero chance any of them are going to buy your stuff. So how do you get your message in front of the people most likely to become business partners?
More and more companies are making their presence known on popular social media sites. While being active on sites like Twitter, Facebook and Pinterest is a start, there is another useful strategy that can make a business’s social media site interesting: posting videos.
Would you want to watch the same scene repeatedly, or get a sneak peek and see behind-the-scenes footage of your favorite TV show? You probably chose the latter.
That’s the challenge—how to connect a television show’s social media team with its production crew. Without a link between them, social media managers of TV series don’t have unique content to share with fans, and the fans are less engaged. Fans’ Facebook suggestions get stuck in the comments. And ultimately, production crews lose the opportunity to hear fans’ feedback, and involve them in the creation and improvement of the show. How will the network and production company know if spin-offs will succeed or choose more effective advertising?
The complexity of a collaboration task is in part a function of the number and variety of people required to complete the task. For this reason some of the greatest value from using social technology comes when a company connects its employees to a network of partners — suppliers, distributors, service providers and an emerging category of co-creation partners. This installment in my series on the connected enterprise will address some of the opportunities and challenges companies face when they extend collaboration platforms outside the enterprise.