Comments on: Social sites change the game for brands http://tenayagroup.com/blog/2007/07/02/social-sites-change-the-game-for-brands/ Brian Phipps on next-generation brands: Thu, 20 Nov 2008 14:01:33 +0000 http://wordpress.org/?v=2.0 by: Philip Calvert http://tenayagroup.com/blog/2007/07/02/social-sites-change-the-game-for-brands/#comment-21494 Mon, 02 Jul 2007 17:22:48 +0000 http://tenayagroup.com/blog/2007/07/02/social-sites-change-the-game-for-brands/#comment-21494 An interesting piece - though I think there are other ways that Brands can use Social Platforms. And I don't just mean Brands that have tools that can be integrated into Social Networks. Marketers everywhere are scratching their heads, wondering how their client companies can use the new media technologies to 'get at' potential customers. It's a sort of Holy Grail for may of them. They know it's there - they just can't get to it. But the route that many are taking of advertising AT consumers, is too blunt an instrument for community users to stomach. The smart guys are not advertising AT people - they are engaging WITH them by starting online business clubs and 'mini-social networks' on existing platforms - Ecademy being a favourite due to its focus on the business community. For example, I am running online clubs for Reuters, Zopa, Digital radio station Passion for the Planet - and more recently Simply Sales Jobs - the leading sales jobs portal. In this way, these companies get a bigger bang for their bucks by engaging and interacting with their target market. Gone are the days of banner ads in social networks - and in are the days of adding value by the bucket load. The key to getting attention is (and always was) adding value. The more a Brand gives within a Social Network - the more they get. Simple. Come and see me on Ecademy at http://www.ecademy.com/user/philipcalvert&xref=53930 Philip Calvert Keynote Speaker on The Business of Social Networking An interesting piece - though I think there are other ways that Brands can use Social Platforms. And I don’t just mean Brands that have tools that can be integrated into Social Networks.

Marketers everywhere are scratching their heads, wondering how their client companies can use the new media technologies to ‘get at’ potential customers. It’s a sort of Holy Grail for may of them. They know it’s there - they just can’t get to it.

But the route that many are taking of advertising AT consumers, is too blunt an instrument for community users to stomach. The smart guys are not advertising AT people - they are engaging WITH them by starting online business clubs and ‘mini-social networks’ on existing platforms - Ecademy being a favourite due to its focus on the business community.

For example, I am running online clubs for Reuters, Zopa, Digital radio station Passion for the Planet - and more recently Simply Sales Jobs - the leading sales jobs portal. In this way, these companies get a bigger bang for their bucks by engaging and interacting with their target market.

Gone are the days of banner ads in social networks - and in are the days of adding value by the bucket load. The key to getting attention is (and always was) adding value.

The more a Brand gives within a Social Network - the more they get. Simple.

Come and see me on Ecademy at http://www.ecademy.com/user/philipcalvert&xref=53930

Philip Calvert
Keynote Speaker on The Business of Social Networking

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