Socializing With Big Brands
Social networking and user generated content sites have clearly taken their definitive hold reshaping the face of online communications forever. New and sometimes out of place sites pop up all too frequently with targeted topics to attract the curious viewer. With companies out there like Ning, which provides the platform to build custom social networking sites, the market continues to fill with new, and ever newer, ideas.
But following closely behind are the large brands that are using social networking as a vehicle to promote their branding, positioning, and ultimately, to sell more product. Here, the customer relationship is a tentative thread and requires tactful consideration to all of the possible “what ifs” in a campaign scenario. We’ve seen great use of viral YouTube videos as well as some poorly planned executions that have cost agencies coveted relationships. On the flipside, we’ve seen agencies create watered down versions of social networking sites, sometimes reinventing already capable existing sites in an effort to display more branded or co-branded experiences; sites that ultimately don’t live too far past their initial seeding. But regardless of success or failure, this clearly isn’t a trend or fad but an ongoing experimentation in how big brands will make use of all the goodness that Web 2.0 has to offer.
The vehicle is viable. Brands can leverage less content and attain greater reach with less effort on potentially shorter timeframes. But gone are the days of the Burger King Subservient Chicken when sending a link to a friend was enough. Voila! Social networking! In the landscape of clutter and duplicates, users crave the complex mixed with the simple, purpose mixed with useless entertainment. Sites like Nike Plus do just that. The site blends an arcade-like leader board with social networking, while cleanly and simply integrating product. But then there are the other sites where empowered users turn against their brands, and clutter sites with naughties and no-no’s, defacing brand property. And, going back to viral YouTube videos, even without ever changing the content of videos, funny can turn to wrong literally over night.
As brands continue to forge ahead with social networking and user generated content sites/campaigns, their hands will either be tied to diluted site functionality or the way we think about moderation will need to be revisited. The most effective moderation, in general, that we’ve seen is post-moderation, allowing the public itself to moderate the site and to flag inappropriate content. But the model doesn’t work quite so well for big brands who bear a shorter tolerance for inappropriate content and whose users probably aren’t vested enough to really bother. Any other moderation is either too taxing or simply slows down the process of content creating and sharing to the point where interest is lost.
Could the following be possible paths in this junction of moderation’s evolution?
Moderation of content could travel the way of Mary Kay and Amway with empowered super-users turned brand advocates and sellers. A smaller group of brand friendly people could facilitate and moderate content, perhaps with incentives, and acquire other advocates to do the same, etc. creating a pyramid of moderation. It entrusts a select few initially and establishes accountability while providing a platform for viral and exponential growth.
Another model is reality television’s method of cherry-picking content and editing clips into more watchable, entertaining segments. Granted, this method deprives us of the key opportunities of social networking – immediacy and “true” reality – but perhaps there could be merit experimenting with more editing in addition to moderating.
Or we stick to what works and create more targeted and focused parameters that guide users to specific results while still providing value and purpose for the end user. Less ability to create content should be compensated with a clearer and more original purpose otherwise users will opt to go elsewhere.
Whichever way forward, social networking presents brands an ever-evolving marketing opportunity that requires a careful reading of cultural trends, customer insight and technology. Finding that perfect balance to blend consumer empowerment, brand sensitivity, moderation and click-inducing entertainment will be critical factors as we continue to test the grounds for more effective brand communications through social networking.
John Noe is CEO of Rokkan, a New York-based marketing agency.
