Is your organization socially aware? If you're asking what that means, it probably isn't, and you're probably not alone. Internet marketing has changed dramatically over the last several years with the introduction of social networks like Twitter, Facebook, Myspace and others. Even blogging has nearly been replaced by these hubs of interactivity, where millions of your customers flock on a daily, hourly, or even on a minute by minute basis. Status updates border on the obsessive for some users, and many organizations are moving in on the attention capital found here, but only a select few are doing it well.
Recently I came across a sidebar advertisement on Facebook from the Burger King, inviting me to 'Sacrifice Your Friends' in exchange for a whopper. I have a large number of 'friends' on my Facebook account, many of them from an online game I play called "Mobwars", and so the seemingly hefty prerequisite of 10 friends burning into flame broiled deletion was not that much of a sacrifice for me, as it was easy to find 10 people I really didn't know. What was interesting about this campaign is that it actually told all 10 people what I was trading their friendship for, and gave them all the opportunity to do the same to 10 of their friends, including me. This process put the Burger King brand in front of at least 11 people for the cost of a whopper. What's more, when I went to Burger King, I did get fries with that.
What Burger King has done with this campaign is they have successfully asked for and obtained my permission to market me, engaged me in the process, and obtained referral for 10 other people who I am connected to, who they sent messages to. They also got me to visit one of their locations and buy something, which is something I haven't done in several years. The entire experience of being marketed to was consistently fun, right down to receiving the free whopper card in the mail.
When performed correctly, social network marketing can greatly benefit your organization with stronger bones and healthier teeth. 9 out of 10 flame broiled friends recommend using On Digital Ground.
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