Business TV - Tom Smith advertising on social networks

Hear expert business advice from Tom Smith, Research Manager, EMEA, at Universal McCann, as he reveals how one should approach the development a strategy that will encourage usage within social networks:
"There are so many ways you can work with social networks but increasingly it's not just about advertising it's about having a presence in the place is where consumers interact and doing that in a way that feels credible and relevant.
So whether you can create a page of inner social network and be there but actually giving people a reason to be involved sort of as creating content that you share on your page and get users to interact with or you create applications that users can load on to their social network pages creates a genuine usage for them and makes their page more interesting or makes their life easier online.
There are some good examples like Intel created a page on MySpace that was a collaborative music project. So people could who were pitching for a place in a band could create a super group out of the best entrants. So it's kind of rather than just being an advert on a social network it's actually kind of acting how you want to be seen and kind of creating stuff and getting people involved. So acting how you want to be perceived rather than just talking about it.
I think business should really jump on this idea and involve their users and open themselves up to getting more people involved and have done very well.
We looked at Facebook, and they have actively got their users to collaborate with them to translate the website into hundreds of local languages around the world, you know that was done by charge by the users.
Another good example is a video rental company in the US called Netflix which were trying to improve their recommendation system that recommends new films that you should borrow and they opened it up to the general public and developers and put a million dollar prize on it and said come and create a better recommendation system for us.
So it was about collaborating with the wider community and being open with them. They shared all their data and they are going to get a better system out of it by being open and being active and being involved with the wider world."

See more business news television shows from Tom Smith, as he gives his top expert business advice at http://www.yourbusinesschannel.com

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[businessexpertsdan]

Didn't know that about facebook!

[businessexpertandre]

Apparently youTube won't take links in comments so if you want to hear the podcast about Dylan Conroy when he was interviewed by Stan Relihan about how he used Linked In to recruit in Hollywood then google 'dylan conroy stan relihan' and the first link is the set of podcasts and goto the one called Linked In Goes To Hollywood.

[businesstvdavid]

This is really great advice - so many businesses could learn a lot from this...

[businessexpertsjax]

Yeh agree! I've read the research Tom did and if any Manager had a read of that.. there marketing plan would change in an instant!

[businesstvAmanda]

This interview has some great content. I haven't really thought about some social networking and sites like you tube for business use. Some great points to get the brain working and looking at youtube in a new light

[businesstvkelsi]

Social networking is a great way for businesses to interact with consumers in a much more effective way.

[businessadvice]

Agreed. I guess that's why we are making approx. 50 shows on advertising and marketing on social channels ;-)

[BusinessExpertLouise]

I enjoyed listening to this guy speak...he makes very good points for those of us watching to think about.

[businessexpertandre]

It's so crazy the number of people that are ignoring the fact that this is a very real sales channel. Tom mentioned recruiting for a band in this way. Dylan Conroy did the sames for actors to feature in his Hollywood film. You'd be a mug not to get stuck.