Social networking and marketing

Marketers are full of hope for social networks. But the buzz isn’t always there. Don’t write off traditional advertising yet, particularly in Quebec.

I use two online social networks – Facebook and LinkedIn. I enjoy the benefits of the social networking part but I can’t say that I enjoy the invitations to join brand-sponsored networks (e.g. the beer brand’s network of cottage partygoers).

Not long ago I attended a meeting where a young “director of social media” from an ad agency made a PowerPoint presentation essentially claiming that the old model is dead - that the world of Web 2.0 has changed everything and that consumers now shape your brand’s message. I did not disagree with the growing impact of engaged and interactive consumers but I disagreed with the notion that, as a result, the old ways are dead. It’s not because Apple lets a young guy create an iPhone spot on YouTube that Apple no longer believes in traditional advertising…

An item in last Sunday’s New York Times (Sunday, July 6, 2008) seems to confirm the nuance I was hoping to convey to this social-networker-turned-marketer.

The idea behind viral marketing is irresistible: plant your message in the right place, then sit back and watch people spread it through social networks, email and word of mouth.

It really should work. After all, the viruses that lead to diseases and computer breakdowns spread all too easily – even when we desperately try to stop them. But trying to infuse some positive and constructive energy into metaphorical viruses turns out to be very hard. According to a report by Jupiter Research, “24 percent of marketers have run a viral marketing campaign, but many struggle to get the expected buzz.”

Marketers aren’t giving up the fight. They plan to continue their viral efforts on social networking sites like Facebook and MySpace through such tools as fan pages and special videos. But marketers still need to deploy complementary efforts like traditional advertising, Jupiter says.

Otherwise, they face a society that is all too quick to develop natural immunities to their efforts.

Perhaps one reason why “many struggle to get the buzz” is that it’s not as easy as creating a network of cottage partygoers or posting an in-your-face video on YouTube.

I once heard someone express the challenge this way (not sure who originally said it):

“We have to find amazing ideas to ignite conversations that will become contagious.”

For one amazing Dove Evolution spot on YouTube, there are tons of silly ideas that won’t ignite any conversation.

Jupiter Research’s prescription that “marketers still need to deploy complementary efforts like traditional advertising” is likely even more important in Quebec where the appeal of social network has not yet reached the level it has in English Canada.

While 42% of Canadian in English Canada say they have personally conducted activities on social media  networking sites such as Facebook, LinkedIn, Windows Live Spaces or online dating sites, only 24% say so in Quebec. And according to April 2008 data from Comscore, only 15.2% of the Quebec population uses Facebook compared to 32.2% in Ontario and as high as 33.6% in the Maritimes.

Comments

[whatquebecwants]

The survey you refer to published in Branchez-vous was conducted online by Ipsos among francophones 18+ and is therefore about "reported use" of Facebook. In that same article in Branchez-vous, web specialist Eric Baillargeon is mentioned and so is his data, analysis and conclusion that "one in seven" Quebeckers (15%) subscribe to Facebook. That's the source we use. See his blog at
http://intercommunication.blogspot.com/2008/04/facebook-provinces-canadiennes-en-avril.html

You will also find trended data and a breakdown by region. Also, keep in mind that the Ipsos data is limited to francophones 18+ while Baillargeon's data reflects actual use among all Quebeckers of all ages who visit the social networking site.

[Alphonse Ha]

According to Branchez-Vous' survey, 1 French Speaking Quebecois out of 4 (25%) is on Facebook.

http://techno.branchez-vous.com/actualite/2008/03/facebook_au_quebec_un_quebecoi.html

This data (March 08) is a little odd compare to yours (April 08).

I am not saying that you are wrong. I am just interested to read the comscore source (because I believe comscore is more accurate).

[Alphonse Ha]

I meant comscore sorry.

[Alphonse Ha]

I am interested to know the source of your comcast statistics because I cannot find it anywhere on the Internet that "And according to April 2008 data from Comscore, only 15.2% of the Quebec population uses Facebook compared to 32.2% in Ontario and as high as 33.6% in the Maritimes."

link?

[Frank Levert]

I mostly agree with the content of the article and I appreciated reading it. Being from Montreal, I can see the difference now that I am living in Ontario. People here all seem to have an account on Facebook. In the meantime, Longueuil is not even registered as a network in that same Facebook. There is an interesting market to develop in Quebec no doubt about it but in the meantime, traditional marketing is still an important piece of the marketing puzzle.