Forrester’s social media analyst Jeremiah Owyang provides a nice overview of brands which have attempted social media marketing using fan pages, widgets etc.
In a nutshell, activities – like fan pages – need to encourage communication and community building within the social network, not direct them offsite (because, presumably, it interrupts users’ conversations and communication).
One nice example is an Alicia Keys fan page, which revealed exclusive news, events etc. Fans are driven to join, debate, sign up to events, share and so on. I’m assuming this has a lot to do with why and how fans think – such as playing one-upmanship and showing other fans how much of a bigger fan you are.
The big debate about SXSW (not that we were lucky enough to go) seems to be about how audiences in panel sessions were empowered to change the course of panelist debate via Twitter. As I commented on Jeremiah’s Web Strategist blog, it sounded like a flashmob in realtime. And an ambush.
Because Flashmobs only ever seem to happen at Liverpool Street train station, no one has any clue what I’m talking about…
His favourite site? Of all the hundreds of cutting edge websites out there, what did he pick? Drumroll…Twitter.com. Who’da thunk it? An oldie, but still a goodie.
Big site / trend he’s watching? OpenSocial. Big, big changes in store says Jermiah, especially as more content led sites add more social elements to their websites. We agree. Just wish it would all happen quicker.