An article I co-authored focusing on the value of real communications and conversations -- no matter which social platform or site emerges, companies must be honest and smart in how they communicate.

1. Integrated Brand Communications
4
VOLUME 4 | JUNE 2009
Hanson
insights
Social Media Marketing:
Falling in Love with 1:1 Relationships
Social networking sites like Facebook, Flickr, However, putting a brand on one of the net’s
LinkedIn and Twitter are more than just the rage hottest sites shouldn’t be done just because it’s
these days as consumers, celebrities and compa- the hot new trend. The social media landscape has
nies jump on the emerging media bandwagon. plenty of room for everyone, and alternative new
Yet, online networking and sharing tools are still sites and communications vehicles will undoubt-
a relatively new concept to many people — and edly follow.
certainly most companies — making the social
media explosion both enticing and uncertain for Do it because your company has a reason, a plan,
brand marketers. and respect for today’s connected audience. Don’t
Gilman Hanson jump in with commercial crassness because it
On one hand, it enables a direct 1:1 relationship could easily backfire and make communities feel
with consumers with meaningful dialogue and invaded, used and “marketed to.” That’s not good
feedback, and the chance to fall in love — or out for anyone’s brand image.
of love — with a brand quickly. On the other,
it hauls the marketer off the brand pedestal and When done right, social media marketing will
drags it into an unpredictable global community of entertain and stimulate, and enable a genuine
empowered consumers. two-way dialogue with consumers that brands
have craved but traditional one-way marketing
Regardless, these transitional times seem to call vehicles couldn’t deliver. An honest, consistent
for a more engaging, softer sell marketing that communications stream through the social media
Dave Thompson
social media offers. It’s a “new brand world” full of toolkit — blogs, podcasts, wiki’s, video, forums
contradiction — it offers immediacy and demands and networking sites — offers significant benefits:
flexibility, but the principles of smart brand com-
munications and marketing can’t be discarded. A) Increase awareness and conversation
For companies not already online, what’s the about your brand
smart way to get involved? Engaging target communities (customers and
influencers) through the social web can help a
THE BASICS AND BENEFITS brand establish a vibrant online reputation and
Social media marketing increases the rate at which reach people it could never attract previously.
people can publish and spread information or con-
B) Attract and retain customers, build
tent about a company or brand and its products
Eric Livingston advocacy and loyalty
and services. It is based on connecting directly
Well-engaged customer and employee advocates
with target communities, engaging them in a
are not only inclined to support a favored brand
more natural, human way and generating content
and its products/services, but also often fight
or discussion online that can be shared throughout
back online if communications about that brand
the web.
go sour.
Hanson Design | 4112-A Station Street | Philadelphia, PA 19127 | 215 487 7051 | hansondesign.com

2. HANSON INSIGHTS | SOCIAL MEDIA MARKETING: FALLING IN LOVE WITH 1:1 RELATIONSHIPS
It’s a “new brand C) Spread the word efficiently and effectively is relevant and integral to the overall
Social media allows more people to watch, marketing strategy so a brand’s presence
world” full of talk about and spread branded content largely can be consistent and engaging wherever
without restriction, and gives companies a consumers come in contact.
contradiction — it low cost option to test, observe and evaluate
consumer reaction to products and ideas. CREATIVE CONTENT IS KING
offers immediacy and
While social media has spawned new
demands flexibility, D) Build web traffic communication platforms and sites, the
Social marketing generates links and web site components of strategic brand communi-
but the principles traffic from profile pages at social media sites, cations and marketing remain the same:
and through web widgets, social network
of smart brand applications and messages that travel virally,
relevant and creative content is king.
communications and resulting in higher rankings in the organic For brands, social media is about telling
search results at Google,Yahoo, Microsoft Live great stories and delivering unique experi-
marketing can’t Search and others. ences. It is about blurring the lines between
advertising and conversation. It is about
be discarded. PLAN SMART
having fun. And while there will be
Entry into social media marketing should be opportunities for brands to attach
based on one key premise — Respect the themselves to stories people share, it’s
people to whom you’re marketing. Social even better when brands help initiate
networks are communities, and communities those stories.
have certain expectations about their mem-
bers’ behavior, not the least of which is that As traffic to YouTube demonstrates daily,
its members shouldn’t exist solely to try to brands should focus on social marketing
make a buck off the friendships. So companies content with the greatest potential for
should plan smart by: visual exposure, and for generating user
engagement and word of mouth.
A) Setting business and marketing goals
All investments in social media must be Other content tips include:
linked to a business goal. What do you want
to achieve through a Twitter presence: create whose updates consist of generally the same
visibility? Improve customer service? Promote message, “Here’s my product.” Answer
a product online? Setting clear objectives questions, volunteer helpful information
upfront helps determine the scope, budget and on relevant subjects, and provide unique
ROI of a campaign so results can be tracked opportunities;
and measured.
B) Find out where the target audience valued offers and you’ll likely increase inter-
hangs out online est in your brand and attract new converts;
Research the social web to find out where
the target audience and influencers are
postings, podcasts, press releases) for wide-
active online, what their social networks are,
spread viral distribution to popular social
what content they share and what conversa-
media web sites, and to enhance traditional
tions they have. When you bring a brand into
search engine optimization efforts.
conversation with the consumer, don’t hide
the company flag, enter with transparency MONITOR AND MEASURE SUCCESS
and honesty.
Monitoring and measuring the results of
C) Prepare messaging and content in advance social media marketing campaigns is critical
While fun and flexibility clearly play a big role to building budgets and momentum within
in social media, don’t do it haphazardly or a company. It requires tools that go beyond
solely on the fly. Plan content in advance that basic Web site analytics tools that measure
traffic and page views. Social media analytics
Hanson Design | 4112-A Station Street | Philadelphia, PA 19127 | 215 487 7051 | hansondesign.com

3. HANSON INSIGHTS | SOCIAL MEDIA MARKETING: FALLING IN LOVE WITH 1:1 RELATIONSHIPS
tools are concerned with tracking buzz, and
measure the full potential and extent of the Know the New Consumer
various tactics. A sample of metrics that are
most important when measuring social media Today, the new consumer — especially
marketing success include: in the juicy 18-34 year old demographic
— is one that has grown up with a fresh
new perspective on companies and
brands and has largely redefined the
media campaign relationship of communications, media,
technology and brands. Before putting
and conversations your brand online, understand that the
new consumer:
through new technologies and
DON’T WALK AWAY NOW! communication platforms;
Social media is like dating: Consumers can fall
out of love as quickly as they fall in love, and about new products from sources they
the fastest way to alienate new online com- trust more than conventional media
munities is to create a presence, invite them sources — blogs, social bookmarking
to be part of your world, and then fail to stay
sites, social networking sites;
in touch. So, once your brand has entered the
social web, be diligent about managing and
maintaining its presence. services they find useful in their lives,
This new brand world for marketers teases over manufactured marketing needs;
with the possibilities of genuine 1:1 consumer
relationships, as well as global reach and from peer consumers over marketing
influence that could never be achieved before
speak and celebrity endorsement;
without massive budgets. But there’s no magic
bullet. Success in the social media world still
requires attention to the fundamentals of stra- your brand as they see fit;
tegic brand marketing and communications —
know your audiences, plan smart, give great
content, and be a consistent presence. And a larger voice in the brands
then have an enormous amount of fun finding they support.
out what works for your brand!
Hanson Design | 4112-A Station Street | Philadelphia, PA 19127 | 215 487 7051 | hansondesign.com