Social Network Advertising
User Experience: Overall experience of the campaign, navigation & content items should be where expected, the slang / language familiar to the audience and overall look and feel of the site should be appeasing.
Member Interaction: Successful social networking campaigns should ideally leverage the interaction of the members of the social network.
Integration: We have found that campaigns that utilize multiple channels like corporate websites, email newsletter, blogs, pod casts that is channels even outside of the social network have a great chance for success.
Agility: Like communities, like social groups, social networks are living, breathing organisms made up of real people connecting with each other. Marketing campaigns should share these attributes and be flexible to change in-flight, be transformed as per approved requests or complaints of the social network. Thus campaigns that reflect the same dynamic behavior as human interaction increase their chance to be accepted by the social network and thus get classified as a successful campaign.
Wild fire news: Social networks are designed to handle news dissemination from member to member, so campaigns that garner strength from these capabilities perform best. These attributes are known as Velocity, Viralness and Spread.
Utility: We have observed that successful campaigns have a longer term value, wherein the campaigns add value by being a useful application for the members. Thus campaigns should not convey short term usage rather should communicate long term use for the members of the social network.
Value: As the number of people interacting with the campaign increases, the value is increased. Thus the campaign should have content, contests, games or voting that is created by the community.
Advertiser: Sometimes in social network marketing companies that participate in the discussions or conversations will yield a more successful marketing activity. These activities can vary for instance it can be company interaction or attention to members from a company manager, recognition.
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