YouTube, Second Life and Other Social Media - Is there a place for Direct Marketers?

Direct Marketing News

January 2007 - Social media is loosely defined as an online place where people can meet and share. Share what? Ideas, experiences, events, morals, philosophies. If that sounds vaguely familiar then you likely remember such old-world concepts as neighbourhoods, churches, synagogues, mosques, schools and the community centre.

Of course what is mostly shared in social media is a never-ending opportunity for individuals to say “look at me” through such devices as videos, podcasts, blog-thoughts and “avatars” which are defined as virtual beings that real people can assume as they wander through simulated worlds and then presumably shed when they come up for air. However, there is no denying that there is an appetite for voyeurism that is bringing together like-minded people in a virtual congregation. The question for marketers is what do we do about it?

Although the jury is very much out on whether or not the current generation of social media will ever truly be monetized by advertisers, there is agreement that marketers need to tread lightly in this space. There is little tolerance for sales efforts that interrupt the flow of conversation, or for thinly disguised attempts to ingratiate by pretending to be part of something that you or your company is not. Whole advertising trends such as word of mouth marketing have emerged to somehow justify infiltrating the “in” crowd. But word of mouth marketers seem to always be in apology-mode with whole sets of rules that set up chain link fences around what is or is not acceptable. I understand the need for regulations in any media business, but having to always be an apologist must be tough.

That said, every product or service that organizations produce includes a social aspect that may be, in the right circumstance, worthy of discussion. So how do you get in with the in crowd? I suspect that the best way, and the way that seems to have the most support, is by joining them not hovering around them. One of the best examples of this mentality is how Google first monetized itself despite the fact it publicly abhorred the concept of advertising as it was practiced on other early search engines. Google was able to rationalize advertising by insisting that it be a natural part of the process of its main function. In theory, if you are searching for something on Google then the ads that appear have as much relevance as the organic results. This is the same line of thinking as direct marketers’ understanding that good segmentation delivers meaningful offers to targeted prospects.

Of course in the social media setting, the virtual presence of an organization can not be about sales. Instead the aim would be to provide information that allows discussion, involvement and hopefully, at the prospect’s own pace - commitment. This is why the best blogs don’t discuss selling products or services. In fact, many corporate blog sites encourage open discussion about how dysfunctional a company they really are. This doesn’t necessarily lend itself well to all products or services. However, some traditional direct marketers do spring to mind such as the fundraising sector.

Let’s talk about fundraising. One of the objectives of not-for-profit (NFP) organizations is be the hub of information about the cause they represent. More and more, web sites of NFP’s provide topical articles, the latest findings and in many cases, interactive self-assessment tools to help people evaluate their own (or their family members’) risk. For the most part visitors to these sites have arrived there because of some direct affinity to the cause or because of targeted appeals through direct mail or other forms of media. So how do you involve people with causes if you can not directly approach them?

One way is to be a presence where they can congregate. There are already examples of this happening, usually at the time and initiative of supporters and volunteers rather than at the corporate level. One social media that is attracting some presence of organizations is Second Life, a 3-D world that allows people to create virtual visitors (the aforementioned avatars). The American Cancer Society has held online versions of its flagship event Relay for Life over the last 2 years and is busy planning a full virtual office presence.

Other social networks that are making a big splash these days (above and beyond blogs which are reaching that need-to-evolve stage) are such sites as YouTube, Myspace and Facebook. All of these sites are reaching a young set of eyes ranging from teens to early thirties. Albeit this is not the demographic that is currently in the wheelhouse as potential donors. However, all charities need to reach out to this group and establish relationships early. It’s the kind of relationship that is tricky. Youth have a sense of immortality on their side and don’t play well to traditional charities. At the same time, they have a thirst for knowledge that can be quenched if presented in an entertaining format. That’s why online Events show such promise.

Engaging these communities early and often could create a generation of advocates with an almost unending viral network. And it all works by boiling it down to the common denominator of community. People will support their local organizations – even if locality is only a virtual concept.