Here's an interesting tidbit from a new Forrester study on Social Marketing -- brand-generated content still matters to socially connected consumers. Despite all of the marketing buzz that would have you believe that brand marketing has no future, here is a refreshing new report from analyst Lisa Bradner that brand content can actually have more value than peer-generated content. This is especially true for higher-priced products in highly competitive categories, but can be true for all products if the brand has established the right level of trust with their customer base.
The question then becomes "how do you build trust?" Well, it starts with being honest and avoiding the hyperbole of advertisingese that too many marketers still think is the way to get ahead. If the marketing lessons of TIVO fast forwarding haven't sunk in yet, it's time to wake up and realize that the customer is in charge, not the marketer. Today's customer has the wherewithal to select when, where and what content they want to consume. Take a look at this excellent presentation on today's consumer and the value of social marketing engagement by Eric Weaver of Edelman http://video.google.com/videoplay?docid=3948077690728844861&hl=en.
So if you've been asking yourself (or your CMO) if your company should have a social media program the answer is an unequivocal "yes". You cannot deny the fact that traditional outbound tools are becoming less relevant. Old school tactics of shouting and interrupting have been replaced by a new school of engagement. This is an era for marketing of being found, not being heard. Today's successful marketers need to build strong connections between customers and the brand, and increasing the use of social media in your marketing mix is a way to raise brand relevance, affinity, and loyalty.
