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.
“Younger age groups may never acquire the ‘paid-for newspaper habit’,” says a readership trends report Ernst & Young. “Publishers will have to find other means of attracting their attention.”
But the research, as reported in the MediaGuardian says CD giveaways aren’t the way to do it as they fail to address the fact that more than half of the UK’s 15 to 44-year-olds use the internet for their daily information, most of which is free.
So – will more newspapers really have to adopt the freesheet model in years to come to attract younger readers? If so, I dread to think what shoe-string budgets are going to do to the already declining quality of UK newspapers.
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.
When it comes to research on email marketing, the web does not disappoint. But instead of relying solely on research, I’m going to do some user testing: what day of the week should contentcontent send out its weekly opinion piece on all things content?
Research we’ve waded through suggests the weekend (er, no) and Friday are the best days. Understandable – Friday allows for more downtime reading Economist City Guides…or Popbitch.
So, I’m going to do my bit for user centred design (kind of) and throw the decision open.
When do you prefer to get email newsletters?
PS. this is aimed at old schoolers who prefer their news in an email alert over RSS and IM.