Written by Ted Rubin
Many are now talking about Super Bowl XLVI being the first “Social” Super Bowl. It truly was, as an event, due to efforts of the Super Bowl’s host committee and their use of a Social Media Command Center.
In my opinion, the Super Bowl Social Media Center is proof that social media is now being taken seriously. It is not just an option that is a last minute throw in. Social media is now getting recognition as a legitimate news source, a practical and effective way to communicate with a large number of people in an interactive and engaging format. In addition this format enables, and more importantly encourages, the sharing of this information and interaction.
Brands spent more than ever this year on their Super Bowl advertisements and are now patting themselves on the back for their herculean efforts and competing to show whose commercials drew the most accolades. In my opinion, much of those vast expenditures could have been better spent… or at the very least a portion should be devoted in the future to interaction and engagement that gives the brands a view into the hearts and minds of their consumers.
Social media, when executed, integrated and leveraged properly and strategically, can and will do more for a brand than a one-time commercial entertainment spend. Take for example the Pepsi and Coke commercials. Coke and Pepsi both spent millions of dollars between the animated bears, Elton John and Flavor Flav in their commercials, but did either of those spends do anything to truly connect with shoppers? They are entertainment and the same as sponsorship of any entertainment event. They have value, certainly, as they make their names top-of-mind, bring a smile to the face of millions and create conversation… all valuable in the branding world. But… is that conversation about the brand or about the entertainment? Social is a direct link that builds connections, relationships and allows the consumers to express what it all means to them in their lives, the way they live and ultimately in how they shop. I think the idea here is that consumers are looking to connect with each other and with brands to interact, provide feedback and be recognized.
For example, Twitter parties connect to hundreds of influential shoppers that broadcast to potentially millions of other shoppers. If orchestrated correctly during an event, and on a regular basis, and executed/connected to a myriad of other user-generated media, will create a more valuable connection… and be a door to future engagement.
The marketing paradigm is shifting with much greater “power to the people” facilitated by social media. If you want to continue to reach your market, it’s not just about advertising any more, but about building relationships. Just activating your audience, however, is not enough. A brand always needs to be working to keep these valued influencer and advocate relationships alive and strong and build an emotional connection. Always remember that brand loyalty declines due to lack of relevance — this has been evident for years and is clearly a direct result of not listening… and NOT hearing when you do listen. When building a social media presence, building relationships through engaging as many people by truly interacting with them, and doing what I call “looking them in the eye digitally,” is what will build value and loyalty for the long-term. Always keep in mind that social media’s incredible power is in allowing us to instantaneously connect to, interact with, and build relationships with our audience of thousands to gain high-value end results… but if you do not make them feel valued and speak to them on their terms, and bring value to the table, the results will be underwhelming and you will not be utilizing social for its true value and it will mean little more than those “branding” entertainment events.
Think REPUTATION, not ranking… CONNECTION, not network… LOYALTY, not celebrity.
Social Media drives engagement, engagement drives loyalty, and loyalty correlates directly to increased sales. Return on Relationship™ = ROI.