Brand Social Networks, Take Two
In the early days of social media, companies began to roll out their own branded communities, or social hubs, that ultimately failed. Remember Pepperidge Farm’s “Art of the Cookie” social hub from 2007? No? Doubt you’re alone.
That phase of social media ended in a swift death, as brands adopted the fish-where-the-fish-are approach advocated by your favorite social media guru. But now brands like Dell and Procter & Gamble are finding ways to roll out social hubs, learning from the mistakes of the past and not treating social as a zero-sum game.
Dell, for instance, has built out its Dell IT Social Hub. It’s basically a one-stop shop online that pulls in feeds of the most recent IT-related news and updates from Dell’s social media channels and blogs, keeping everything in one place and connecting with customers and technology enthusiasts.
Procter & Gamble’s Pampers brand is another example. The brand just rolled out its Pampers Village community, where moms can connect with one another and with Pampers. The idea behind this initiative is: Build a community, and the brand will be stronger.
In both cases, the social hubs aren’t intended to replace Facebook or Twitter, as these destinations obviously have more scale than a built-from-scratch branded community. The simple numbers dictate that. Brands don’t stand a chance of drawing the kind of numbers on their own social properties as on a platform like Facebook. Pampers’ branded social hub boasts approximately 7,000 members, which is peanuts compared to its 1 million fans on Facebook.
“With the past efforts of building branded communities online, a lot has changed since 2007,” said Wendy Lea, CEO of Get Satisfaction. “One angle to consider is the discoverability of content. A lot of the problems with these sites [back then] was they were all about pushing out information and not really focused on the interaction aspect. The momentum has shifted because the conversations are now indexed and then discoverable by other consumers who go to Google and ask a question or reference a product. And the sharing features have improved. These are two big movements that can affect a brand’s community and connecting to the consumer. Nowadays it is completely different. It’s the open-network effect.”
Consumers are much more conditioned today to share then they were five years ago. However, their Facebook, Twitter and Pinterest are their top platforms of choice. Even a big behemoth like Google is having trouble getting people to participate on its Google Plus social media destination. It’s hard to tell whether or not brands are going to be able to capture the attention of consumers with these branded social hubs.
‘No one is rushing to commit Q4 budgets’: With its future in the U.S. increasingly uncertain, media buyers are holding back spending on TikTok
The executive order signed late last week has now spurred advertisers who were considering testing the nascent platform to steer clear for the time being, especially since TikTok now has until September 20th to sell its U.S. operations or face the consequences of President Trump’s order.
Member Exclusive‘Like being conned’: Agency employees say that fake job listings are making the already difficult job market even harder
If you ask agency talent about the job search you’ll hear them bemoan alleged fake job postings as an industry scourge.
WTF is redirect tracking?
Redirect tracking offers an alternative to the third-party cookie, which is why web browsers are clamping down on it.
SponsoredSeeking revenue stability, publishers are assessing buy-side credit risks
As the industry navigates the continued impacts of COVID-19, here’s the questions publishers should ask their programmatic partners or ad management providers to protect themselves from clawbacks and lost revenue.
‘Let’s put it out in the world’: Why Code and Theory is creating its own thought leadership publication, Decode
The publication gives the agency a home for opinion and thought leadership pieces from its staffers, many of whom have been writing pieces for industry publications in recent years.
‘We knew it would impact our business negatively’: How joining the Facebook boycott affected one small advertiser
For small boycotting advertisers like JibJab, staying off the Facebook advertising ecosystem permanently is untenable.