A lot of web 2.0/social media projects get a bad rap because of their lack of reach, but is that what these projects are supposed to achieve? Right now execs may tend to look at the small number of consumer contacts generated through this space and scoff. However, if we place our web 2.0 project within the context of addressing a trial barrier or show how our project delivers on key brand loyalty objectives over time, reach then is really not the point. The focus can move into driving laser targeted, strategic, and engaging programs that retain loyal consumers. Perhaps then traditional web metrics (CTR, impressions, etc.) become less of an issue.
Changing the frame of discussion will perhaps change the game as well…all execs understand loyalty. And, if they say they don’t need this type of program, then maybe it is good to move on to another client because as far as I can see right now a lot of social media projects are just not going to deliver the reach that other online tools/TV can.
Ryan Jones is interested in marketing and good causes. He currently works in Global Brand Management at Procter & Gamble and resides in Geneva, Switzerland.
3 Comments
Actually, loyalty feeds into social media’s potential for greater reach. First, the ability to reach large amounts of people online is without limit. Second, I happen to think that those who choose to participate in a social media campaigns are ahead of the curve. I like to call them ‘influencers’. Brand managers and their consultants can archive success together by figuring out how to transform them into both loyalists and evangelists for the brand.
Hey! Great point. Agree, getting these influencers into the game is super important. I think what I was trying to point out here is that we could potentially avoid getting into the trad. metrics game by focusing on loyalty & equity marketing objectives
Sounds great! I’m all for avoiding the traditional metrics game. Good job on the blog. Keep the posts coming!