Page 344 - Social Media Marketing

chapter 12: SOCIAL APPLICATIONS ■as a result of the implementation of social technology is achieved. The degree to which
collaboration between participants is achieved is, therefore, one of the primary indica-
tors of a “successful outcome,” again with the note that this is always measured within
the context of the underlying business objectives.

Social Media Today

A highly recommended resource for marketers and similar business professionals interested in
B2B application of social media and social technology is Social Media Today, cofounded by Jerry
Bowles and Robin Carey. Social Media Today includes contributions by literally hundreds of the
best social media/ B2B thinkers and practitioners.

http://socialmediatoday.com/

322 The take-away from the discussion around defining successful outcomes and the
use of social technology is this: Social technology deployed in a business context drives
higher levels of engagement (content creation and collaboration). Social applications
serve as connectors between participants, as extensions of built-in social network func-
tionality, as crowdsourcing and content publishing tools, and more within the commu-
nities they define or the social structures in which they are implemented. Sure, social
technology can be used to drive awareness, but so can a dozen other channels. What
social technology and social applications in particular are uniquely great at is driving
participation—sharing, creating, and collaborating around content rooted in lifestyles,
passions, and causes.
As an example of social applications driving engagement at higher levels like cre-
ation and collaboration, consider New Belgium Beer, makers of Fat Tire amber ale and
other beers. The team at New Belgium laid out its business objectives:
• Engage New Belgium’s existing fan base on Facebook and reach out to their
friends.
• Pick up on the style, vernacular, and creative assets already used on the New
Belgium website, and then reflect through the fans’ voices.
• Create contests and similar engagement applications that fit the brand image
and appeal to the underlying passions and interests of the fans.
• Ultimately, further grow New Belgium’s Facebook fan count by attracting true
fans, not just those looking for the next brand giveaway.

Working with Friend2Friend, based in Palo Alto and Barcelona, an engagement
program was put in place that connected New Belgium fans with the brand ethos by
building around the passions and interests of those fans. Disclosure: I am an advisor to
Friend2Friend.