This week has been Social Media Week, a global event in several cities which aimed to answer, debate, and address some of the key challenges for social media.
It’s been a great event to focus social media as a viable and increasingly important marketing channel and to also to bring together a range of different people involved in social from industry experts, to brands, to agencies to social media novices.
Having attended a number of seminars and sessions at SMW here are some thoughts or summaries from the event:
1. Social media is here to stay
Social media is here to stay, fact. Whether we still call it social media in 2 years time, who knows, but brands/companies need to start assessing what’s happening in their social space and start formulating their social strategy, otherwise they’ll be left behind.
2. We are on a learning curve
We are still in the infancy of social media and we are all on a learning curve. Even self professed experts haven’t got all the answers to all the questions. We have to continually reassess our strategy to find out what works and what doesn’t.
As an industry we need to continually share and learn from each other. Social Media Week has been absolutely brilliant in facilitating this.
3. Online and offline must work together
It is very clear that the online and offline worlds need to work together more than ever to truly benefit from the ever changing shifts in consumer behaviour.
Social media isn’t just about what’s happens on our PCs it’s about what’s happening when we’re out shopping, when we’re at home, when we’re on holiday, in everyday live. Being social is offline and online and it is 24/7/365.
However, it is clear there is still a gulf between online and offline strategies and a cultural shift within companies and organisations needs to happen. Ultimately consumers want a seamless and consistent experience with the brands/services they engage with, whether it be online or offline.
4. Facebook is so dominant!
Facebook is such a dominant force in social media. In every seminar I attended Facebook was such a huge focus and the main talking point.
With the introduction of Facebook Deals, Facebook Credits, and the launch of FB Mail and now with the potential acquisition of Twitter it will wield a phenomenal amount of power.
Brands need to embrace all the benefits of working with Facebook but at the same time be mindful and weary about some of the issues that arise.
5. Social media does deliver an ROI
There seems to be a myth around not being able to track ROI on social media activity. This week I’ve seen several case studies and examples to demonstrate that Social Media can and is delivering an ROI, whether it is against brand related objectives or adding to the bottom line revenue.
Brands are using social media in different ways and they are using a range of different tools and methods to help them track ROI.
The latest Volkswagen ad, ‘The Force’, for the new Passat strikes the almost impossibly hard balance between traditional TV advertising and great viral content.
The ad created by Deutsch Inc http://www.deutschinc.com/ for the Superbowl features a mini-me Darth Vader trying to use ‘The Force’ and eventually using it to start the Passat, or so he believes. So why does this ad get it so right where many brands get it so wrong?
Firstly, Volkswagen have taken something we can all relate to….being a kid and the limitless bounds of our imagination. We’ve all believed we were astronauts and could fly to space or were pop stars playing at Wembley Stadium! So being Darth Vader and using ‘The Force’ is a great set-up for this ad and any parent will relate to their kids acting out similar scenarios at home. Volkswagen have got the emotional hook spot on!
Secondly, they’ve taken something we all love – Star Wars. The demographic who the Passat is aimed at (30+ males with kids I presume) are more than likely to be Stars Wars crazy having grown up with it in the late 70s early 80s (I’m actually one of them and I actually do own a Passat!). So that link creates immediate interest and a nostalgic hook for the target audience.
Lastly they’ve added a brilliant twist at the end, when the dad finally starts the car with key fob and the kid thinks he’s actually used ‘The Force’. His reaction is priceless (even though you can’t see his face) and is the perfect feel good factor for the audience and ultimately gives this ad viral potential.
While I’m not sure how much this ad would make me go out and buy a car but it does create an immediate likeability for the brand/car and the core values it represents. More immediately it makes me wants to watch and share this video over and over again! With the video hitting over 20 Million views I’m not the only one that loves this ad. Good work Deutsch Inc!
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