Before I go there, let me again point out that social by definition is not a marketing campaign or a digital tactic. It can and is supported by tactics such as videos, online ads, landing pages, web pages, email blasts, blogger outreach, traditional media. But at its core, social is not a marketing campaign.
Social is about building relationships. Sustainable relationships between internal and external parties. Social is an all encompassing business approach. A social business is an organization which integrates its business goals and functional areas, with its customers and social technologies to exchange value. Social is about this value exchange between these relationships. And social and digital technologies enable this exchange.
From macro strategies to micro tactics, integration is the holy grail for 2011.
Two of David Armano’s Six Social Predications for 2011 focus on integration. At a macro business level, he writes: “It's The Integration Economy, Stupid.“ From Ford, to Dell, to Starbucks (client), to Jet Blue, and a host of other companies who have pioneered early uses of social media for business, 2011 will be the year these companies take a serious look at integrating social media, not only regionally but globally...integrating social media into all facets of business from global marketing to crisis management and beyond."
At a more micro level, he further predicts: "Social Functionality Makes Websites Fashionable Again. After several years of being told to "fish where the fish are," businesses realize that users expect social integration to existing Websites…Websites will increasingly serve as "digital hubs" that integrate social activity from many platforms. They must integrate to be relevant in a socially connected world."
Jeremiah Owyang also forecasts integration as well in his social report “Social Business Forecast: 2011 The Year of Integration” Within the report he shares that 47% of the strategists surveyed stated their social focus for 2011 will be web site integration.
Integrating Social into Digital Assets: website, email, blogs, online advertisements and beyond
With that said, I’d like to focus at the micro level for a moment and examine ways to enhance digital marketing initiatives in 2011. While both Armano and Owyang mentioned website integration, I'd like to take it a step further and add all digital integration - such as rich media advertisements, landing pages, emails, blogs as well as websites.
Here are four key areas to think about when brainstorming how to integrate social with digital initiatives:
1/ Create Social Proof. Social proof means social influence which is when a person's thoughts, feelings and actions are influenced by another. At a psychological level, when people are in ambiguous situations and are unable to determine the correct behavior, they will assume that the behaviors of those around them are the appropriate actions and of those who have more information about the situation or decision at hand. From a social/digital perspective, putting people, faces,or voices of the consumer's real world into your digital assets can create powerful social proof. On the website, this may be providing photos and access to friends and followers of a page (think of Facebook and Twitter), or by allowing comments by others on your content or product pages. It may also be attained by allowing people to rate and review your products on your website, (which by the way could also become a social object and a shareable feature). Or it may be using video from community members or customers within the experience. Using social proof on your website or in digital properties can powerfully influence visitors to stick around, read your content, take an action, or share and tell their friends about your business. Its about allowing humans to be involved directly in your digital properties right alongside your brand.
2/ Create Social Objects: Social objects are the things we create to provide opportunities for people to share with others and to socialize around the object. Objects can be links, content, video, images, widgets or tools they are easily able to share. It doesn't have to be a huge viral campaign to be successful social object. Its important for companies to give something to its customers in this value exchange that they need, find helpful or are entertained by. This sharing of information – videos, coupons, articles, links, recommendations -amplifies a company's ability to scale its messaging to others. There are lots of opportunities to create social objects in all digital properties. Make it easy by including Sharing buttons next to these objects.
3/ Create Social Aggregation: Social Aggregation involves creating a hub of all your communities into one place. This is most often the web site wherein you provide your customers one central URL where they can obtain access to all of your social communities and properties. Think about your mobile site as well.
4/ Create Social Sign On: Common technologies enabling social sign on are OpenID and Facebook Connect. With these technologies, it enables users to move from site to site carrying their credentials with them. This is especially helpful when a user needs to register or sign up for something on your website and is especially appealing for mobile users who don't want to be burdened with long forms. With a simple one click, they are automatically registered. A big win here is optimizing conversions and hopefully seeing increases in same.
Have a Happy and Socially Integrated New Year!