… by Alexander Dahl
That the web has evolved from being a place where you could search for useful information and order products to become a world on its own, a social web, is no secret.
Now referrals from social medias like blogs, Twitter, Facebook, YouTube, LinkedIN and Tumblr are becoming more and more frequent on the analytics reports.
How can marketers use this to build their brands on the web?
Organic and paid search is no longer enough if you want to be the best in your business. You have to move your marketing out from your website. You have to seek up the customers where they are. It is time to log on to the social web.
Look at it in this way. The social web is a world full of people, many of whom might be potential customers. In order to get their attention you have to participate and interact with them. Just like in any ordinary sales situation. The difference is that charging ahead, trying to close a sale, is not a strategy that will work here.
The social web is built on the idea of interaction, trust, sharing and building of community. People with common interests share ideas and opinions and join together in more or less formal groups.
Is someone using the microblogging service Twitter part of a community? Many users might say no, but look at the people they are connected to and you will often see a pattern.
On the social web thepeople are your most powerful marketing tool. Successful social web marketers identify individuals and groups potentially interested in their products and brands and use these people as evangelists. These marketers work actively to create a feeling that the people following them are part of something special and that the brand/product can be trusted. Through word of mouth in blogs, Twitter, Facebook and other places the followers spread the news and opinions spread at lightning speed to their networks and contacts. In that way the marketer does not need to actively engage all of the potential customers. He can instead use his evangelists to do this.
Harley Davidson motorcycles is the schoolbook example of a company using the social network marketing strategy. The brand has experience, community and individual in the centre of their marketing. Anyone can be part of the Harley family, from business man to hairy biker. And all of them will feel equally welcome. Harley has something for everyone.
From their marketing efforts Harley Davidson has managed to create an almost religious following, both on and off the web.
Susan Boyle is another example power and potential of the social web: One day unknown woman with messy hair, the next day a superstar with a little bit less messy hair. This would not have been possible without the social web…
Later I will make a case example where we can look at some steps you can follow to market yourself on the social web.
Have a nice week in the world of online marketing! If you have ideas and opinions on marketing to the social web send me a feedback. I would love to hear from you.
Alexander Dahl (Hvis du ønsker å lese mer om Web analyse gå til http://www.webanalytiker.com)
