Yes, social networks are cool and great fun. But how can we marketers use them to drive business?

This was the challenge posed to a dynamic panel of representatives from MySpace, YouTube, Digitas and Coke, and wow did they deliver. A skeptic up until today, I am now convinced this new world of customer participation and dialogue of C2C (consumer-to-consumer) is here to stay as path to make significant business impact.
Call it B2B + C2C = Brand Equity!
Check out Delta airlines flight attendant videos on YouTube, for example:

And see Cherrry Coke engagement contests on MySpace.
Here are more examples of what brands are doing to engage with their customers via social networks:
LG's video contest to complete the phrase, "Life's Good When...."
Lions for Lambs contest asking "What do you stand for?"
These and now countless other brands -- try Pontiac, ATT, Heinz and Holiday Inns Express for example -- are leading the way to silence the marketing megaphone habbit and try listening and engaging.
As one MySpace user said, "I don't want companies to advertise to me. I want them to be my FRIEND."
How do you make your customers your friends?

Sign up for free to read the full article. Enter your email address to keep reading ...


image of Roy Young
Roy Young is coauthor of Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence and Business Impact.