Theme #2 From 7 Part post series exploring The Evolution of Brand Stories & Themes
As human beings, we know that aggressive communication doesn’t bring people closer. Instead, it repels most people away and undermines the chance for dialogue and relationship. Yet somehow when it comes to the communication and marketing of brands, this very basic human principle is perceived as a weak and ineffective approach to building business. In brand marketing the merits and impact of mass media align more with the concepts and success principles of manufacturing than that of human/social dynamics.
Before social networks, mass media was the only option businesses had to market and connect their brands to people. This “pay to play” business model defined successful brand connections as the result of more aggressive tactics, larger media budgets and ubiquitous market presence. This approach meant that not only could a brand be “top-of-mind.” But it can also buy its way into people’s lives– welcomed or not. From a mass media perspective, this dominating level of brand presence represented “success.” Contrast this with social networks wherein power is derived not from strength of force, but from the strength of emotional engagement and relationships. The growing influence of social media is proof that there is another, and even more powerful way, of connecting brands to people. Social networks are a reminder to all that quality – not quantity, of connections can make all the difference.
“Never doubt that a small, group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.”
–Margaret Mead
The rise of social networks gives business a choice as to the level of relationship between brands and people. When choosing it is vital that businesses understand the implications of a mass approach to communication versus one that is social and human. Deciding between social versus mass media is not simply a matter of whether to use broadcast TV or build a Facebook page. A mass approach to marketing a brand refers to a completely different set of traditions in brand storytelling. There is also a difference in level of relationship between people and brands. And a different set of KPIs for determining communication effectiveness.
The very concept of mass media marketing is the anti-thesis of social marketing. Mass media marketing strives to “connect” to the greatest number of people, within the shortest amount of time, while utilizing the least amount of investment and resources. Mass media serves a unique purpose in business. People know mass media was created by business for the purpose of selling and building more business.
In contrast, social networks i.e. Facebook and twitter, were created by individuals for the purposes of connecting with other people. It is human-centered in its design, perspective and mission. Therefore the rules of engagement and success criteria, (regardless of whether a person, corporation or brand) remains a human purpose and need. This is not to imply that social networks are passive or ineffective forms of communication. On the contrary, what begins as a shared sentiment amongst a few, can be amplified to inspire exponential interests of many.
Conflict and failure become imminent when businesses try to adopt new modes of communication i.e. social media, but fail to evolve mindset, processes and expectations accordingly. When brands use social networks to promote only themselves, or as channels for distributing mass communication, it is both ineffective and socially inappropriate. We can see the social disconnect in how a brand engages, the quality of their content, and the level of human connection in their stories.
Digital advertising is a great example of how mismatched expectations can actually obscure reality. In a recent post featured on PSFK by Ozgur Alaz,stats from various sources of research (i.e. ComScore, Doubleclick) are shared to make the point that the evaluation model of clicks per ad is defunct. According to Ozgur, people who see ads and happen to click on them are the same people – not necessarily different people. He concludes that “clicks” are an inaccurate way of evaluating whether a brand’s message is “successfully” communicated or not. Although from a mass media standpoint, the number-of-clicks represent successful “connections,” qualitatively there is no true emotional connection being made. He shares the following compelling stats:
•8% of all internet users account for 85% of banner clicks (ComScore). Advertisement click rates are not meaningful on their own. Statistics show that it’s always the same people who click on advertisements.
•Today, the lifespan of your messages on social media is shorter than half an hour and only 4% of your online community actually views your message.
•31% of average advertising displays are not even seen by internet users. (ComScore)
•Almost 50% of mobile advertisement clicks are made by mistake. (GoldSpot Media)
•The average internet user is exposed to banner ads 1,707 times in a month. (ComScore) There is such advertisement abundance in the online spheres, that people have grown indifferent to them.
This is not to say that mass media or measurement and monitoring are irrelevant. But to suggest that we evaluate the effectiveness of brand communication based on what is most meaningful – not just measurable or familiar. When it comes to building relationships between brands and people, business is best served using human principles instead of mass media standards to guide purpose and practice. In doing so, they will not only enrich their understanding of people beyond just connection, clicks or points. The relationships they nurture will provide a unique and enduring competitive difference for their brands.
by Anneliza Humlen / @ADHumlen
Special thanks to LightBrigading for use of “People Power” photo.
Related Posts:
Seven Ways to Humanize Storytelling for Business & Brands
Theme 1: Evolving stories FROM: Corporate Size & Stats TO: The People Within
Transcript from 9/16 #MMChat: Topic Creating Shareworthy & Sustainable Brand Stories