Branded Social Networks / Markencommunities haben einen schweren Stand.
Wie JupiterResearch, einer der führenden Anbieter von Recherchen, Analysen und Empfehlungen über den Einfluss des Internets und neuer Technologien auf Unternehmen, in einem neuen Report veröffentlicht hat, verfehlen viele Unternehmen ihr Ziel, mit gebrandeten Social Networks Kunden effektiv zu erreichen.
Zusammengefasst zeigen die Ergebnisse, dass Online-Marketer die Möglichkeiten sozialer Netzwerke nicht nutzen können. Die Hälfte dieser Seiten in Europa, haben weniger als 1.000 “Freunde/Mitglieder” und das, obwohl viele Marketing-Verantwortliche mehrere hunderttausend Euro in die Seiten von MySpace und anderer sozialer Netzwerke investieren. Auch die Taktik auf den viralen Effekt dieser Seiten zu setzen, zahlt sich nur in den seltensten Fällen aus. Bei vielen dieser gebrandete Seiten fehlt außerdem die Interaktion mit dem User fast gänzlich.
Das spiegelt absolut meine Erfahrungen wider: Wie man eine Community konzeptionell und strukturell aufbaut, wissen viele Unternehmen. Wie man jedoch eine kritische Masse an Mitgliedern/aktiven Usern reinbekommt und die Community auf Dauer lebendig hält, darüber machen sich die Betreiber von Social Communities erst viel zu spät Gedanken. Meistens erst, wenn schon mehrere Hundert Tausend Euro in den Aufbau der Community investiert wurden. Dabei ist es doch relativ einfach, wenn man die User frühzeitig beim Aufbau der Community integriert.
Hier die Original-Pressemitteilung:
Branded social networking pages fail to make an impact with consumers
JupiterResearch highlights need for advertisers to create greater user engagement
(London – 19 JUNE, 2008) - Online marketers are not using social networks properly to promote their brands, according to a new report from JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business. The report, Branded Social Networking Pages: Best Practices for Successfully Engaging Users, finds that half of advertiser-branded social networking pages in Europe have fewer than 1,000 friends. Even as some marketers spend hundreds of thousands of Euros for pages on MySpace and other social networks, the average branded social networking page has only 6,494 friends.
Despite social marketing’s potential to engage users, many advertisers build branded social networking pages that broadcast content rather than inviting users to interact. Most advertisers use their social networking pages as they would typical online marketing microsites rather than harnessing the benefits and capabilities of the platform to foster consumer engagement.
However, JupiterResearch has found a number of tactics brands can use to make their social marketing more effective: - Marketers should promote their pages with paid adverts rather than relying on viral marketing to get the message out. The vast majority of marketers attempting to generate viral buzz don’t succeed in getting users to pass along their messages. - Advertisers need to engage users on the page. Even simple forms of engagement, such as contests, on average doubled the number of friends acquired by each branded page.
Marketers must appeal to social networkers’ love of multimedia to get noticed. Social Networkers are twice as likely to visit a branded page focused on media content than a branded page focused on products.
“Most advertisers simply don’t know how to market properly within social networks,” said Nate Elliott, Research Director at JupiterResearch and lead author of the report. “Too many marketers create dull, non-interactive pages inside social networks and wait for a viral marketing effect to bring users to their door. But our research clearly shows that ongoing promotion and advertising, as well as the use of even relatively simple forms of engagement, are vital to the success of branded social networking pages.”
”As online advertisers make increasingly large investments in social marketing and Web 2.0, it’s vital that they get the most for their money,” said David Schatsky, President of JupiterResearch. “By following the examples of what’s worked for other marketers and listening to what consumers want—such as original and entertaining multimedia content—advertisers can greatly improve the effectiveness of their social marketing efforts.”
19.06.2008 von davidTags: Branded social networking, Jupiter Research, Markencommunity, MySpace, Web 2.0
