| ||||||||||||
PRINT
COMMENT
SUBSCRIBE
RSSFor brands, doing social media right will be about telling stories. It will be about blurring the lines between advertising and content. And while there will be an opportunity for brands to attach themselves to stories people choose to share, it's even better when brands help by getting those stories started. This means taking advantage of an old-school marketing playbook: the soap opera.
Recently Dow Jones published a story titled "P&G Puts Added Focus On Digital Media As TV Soap Ends." What's most interesting is that P&G is not winding down its soap opera operations, but rather refocusing those resources on digital efforts. This got me thinking of all the similarities between successful social media marketing and the soap opera. Rather than inserting your brand into someone else's content, the best practices for social media thus far have been to create stories around your brand, making the integration more seamless. The difference, of course, between traditional soap opera and social media is that social media is "participatory." This means that brands won't need to produce stories, as much as they will need to create settings where people will feel compelled to tell their own stories. Another benefit of brands integrating themselves within the content is so they can easily take advantage of the pass-along nature of social media.
So where will the line of responsibility lie between brands and agencies for producing content and facilitating people telling stories? The answer will depend on who more quickly develops expertise and resources for managing social media efforts in an ongoing manner. Rather than looking at a singular campaign concept and staffing for the plan, with an execute and evaluate marketing model, marketers will evaluate how best to develop and manage conversations around their brands. Years ago P&G realized that it would be easier for the company to produce the content itself and then put it on because it gave them the greatest return. Will the story play out the same in social media?
What do you think? Leave a comment or drop me a line on twitter @joemarchese (http://twitter.com/joemarchese).
5 people recommend this article.
RSS FEEDS
C2CSoap ratchets traditional soap opera product placement up a notch. Fans are highly involved, sending direct messages to C2CSoap characters, giving them access to what is in their mind. Audience engagement (30% click thru rates vs.1% industry standards) and social network connectedness infuse sponsor product placement opportunities with increased relevancy, point of purchase impact, and viral marketing. This makes C2CSoap a rich interactive playground for sponsors and partners.
Most importantly, C2CSoap leverages user-generated content: C2CSoap fan stories of re:invention are featured weekly on the website and in C2CSoap Digest. Fans vote on storyline direction, share their own stories, and post videos/photos. They can even guest star. All they need to do is follow the cast of characters on Twitter and @ or D to join in on the fun.
It’s good to see marketing leaders like P&G embrace social media - even better to know that savvy reporters like you are discussing the implications for traditional media entertainment properties. There will always be a need for stories that keep us on the edge of our seat. Welcome to the fun!
Kirsten Osolind Creator CHICAGO TO CORONADO (C2CSoap) www.chicagotocoronado.com main storyline: http://twitter.com/kirsteno
Your quote, "brands won't need to produce stories, as much as they will need to create settings where people will feel compelled to tell their own stories. Another benefit of brands integrating themselves within the content is so they can easily take advantage of the pass-along nature of social media. " This is the definition of my current focus and efforts and this article lets me know I am not that far off track.
@Rob: I disagree that existing agencies need to transform themselves drastically, because their participation is minimally required for authentic word-of-mouth and virility to occur. I believe that agencies should accept more of a consultancy position for any/all clients wishing to become participatory in their social media efforts. Only the brand or the consumer can truly express the relationship that exists. These "discussions" can of course be encouraged, even activated, through inclusion into traditional marketing methods & tactics.
Thanks again, keep 'em coming!
Soap operas themselves caught attention by creating "cliffhanging drama" (as cheesy as it may be!) that kept the viewer riveted...."I can't go switch the laundry because I may miss the reveal of whose child Sampson really is...so I guess I'll watch this Tide commercial"
Social media should apply a similar tactic by creating short bursts of drama/comedy around the brands/products/services, etc they are trying to promote. Stories that keep the user riveted and coming back for more and more...