Social Media Advertising: Don't Underestimate Your Customer

The Nielsen report came out this month and the focus was on social networking's rapid rise throughout the world. Social networks are growing and new behavior patterns are emerging. Cultural resistance to participating in social networks is waning and their influence is growing on a monthly scale.

People once less likely to be public are posting to social forums and flocking to social networks. This change is taking place across the globe. Two observations that struck me from the Neilson Report which can be immediately applied to websites, blogs, and social network accounts are:

SOCIAL MEDIA IS CHANGING THE RULES FOR ADVERTISERS
Consumers have a deep distrust for advertising. Social Media offers a transparency and a candor that has created trust. Along with this trust is also a promise that you will not be invaded. Advertising efforts which are not "value adding" or part of the conversation are an intrusion in these social networks and advertisers must learn to play by the rules or risk having their message rejected.

The Nielsen report on Social Networking's New Global Footprint mirror's blogging advice.

• Add value through interaction and consulation
• Be authentic and transparent
• Advertising must be a conversation rather than a push model
• Don't advertise, communicate and participate in the community

DON'T ASSUME SOCIAL MEDIA IS FOR THE KIDS
The numbers are changing and the demographic of the social networks is not necessarily who you would think. Facebook's greatest demographic shift has been the increase in users between the ages of 35-49. The standing presumption was that social networks were predominantly populated by teenagers and young adults.

Facebook's Growth in Global Audience Numbers By Age Range

How Much Does NOT Having a Website Cost

Let's look at some of the opportunity costs of NOT having a website.

How will people find you? Yellow Pages?
You may want to rethink. The other day as I walked up to our door I passed my neighbor's doorstep and noticed the Yellow Pages had arrived. There was a copy on our front doormat as well. Upstairs there was a third copy.

I set mine inside.

The next day I noticed the Yellow Pages were still out on everyone's doorstep. After about a week and some rain I took it upon myself to remove the Yellow Pages and put them in the recycle bin.

What has happened? The Yellow Pages was once the first place a search for a service or product began.

Blog comments to a post on the "LISNews Librarian And Information Science News" also reflect this change in consumer behavior.

By not having a website a good portion of consumers will not find you listed when they search for products and services.

• You need customers to find your business. If they don't find you they will find your competition.
• A website is flexible. Unlike print ads and other media websites can be altered and changed after they are "published" to the web.
• A website can save you time by describing your services, answering common questions, and providing resources.
• Websites are global. There is no geographical barrier to websites. With one website you have the opportunity to reach anyone in the world with an internet connection.
• Prospective customers expect a business to have an online presence. By not having a website you risk appearing unprofessional and unestablished.
• Websites can provide valuable data on prospective customers. Your website can provide your business with marketing information unavailable in other formats. Statistics regarding popularity of website content, information was most often viewed, where website visitors originate and exit, and if they converted. This important marketing information can be gathered and shown visually in a myriad of methods depending on the tools you choose to use. This information can be used to make immediate adjustments and improvements in your marketing efforts.
• Websites give an opportunity for small businesses to compete with larger corporations. The internet has leveled the playing field. A small company can appear more established with a well designed website than a larger business or even a corporation.

Click here for a website and web marketing proposal.

Bill Gates and Jerry Seinfeld

Microsoft signed Jerry Seinfeld to do advertisements with Bill Gates almost two weeks ago. This is Microsoft's attempt to show how Windows connects everyday common people through a series of dry humor comedy. This campaign is a part of approximately $300 million overall investment developed by edgy ad shop Crispin, Porter and Bogusky. Jerry Seinfeld earned $10Million dollars from the first ad alone, which is 3% of Microsoft's annual advertising budget alone.

The videos will probably not benefit Microsoft at all considering this is their first attempt to compete with Apple's videos which get straight to the point. Apple's advertisements concentrated on comparison of Apple vs PC where as Microsoft's attempt so far is well, umm, no words to describe it really.

According to an article by Reuters, "Microsoft said the commercial is part of a broader, long-term initiative to change consumers' perception of Windows, which will include setting up a retail corner at several hundred Best Buy and Circuit City stores staffed by "Windows Gurus" to explain the benefits of Windows."

Here are the first two ads: