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Does the brand need stand-alone site for online communication — PRO/CONTRA
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Does the brand need stand-alone site for online communication
Stand-alone sites VS Social media
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Stand-alone sites:
• corporate site,
• promo site,
• thematic site,
• promo-page on a lifestyle portal,
• customer club on a site (CRM).
Social media platforms:
• blog-platforms,
• micro-blogging,
• social networks (groups, applications, reputation management),
• social multimedia services,
• social search services,
• thematic clubs and forums.
Round 01 Format
Round 02 Audience / Time
Round 03 Content
Round 04 Communication
Round 05 Moderation
Round 06 Feedback
Round 07 Sales and Support
Round 08 Entertainment
Round 09 Information structure
Round 10 News
Fight Club
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Round 01 FormatRestrictions of a Stand-alone site:
• technical
• corporate
• legal
Restrictions of a Social media site:
• the same
• format
• requirements
• habits of the audience
• new ones, which appeared today
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WINS
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Round 02 Audience / Time
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Audience of a Stand-alone site:
• paid media
• 1 million unique visitors per month
• 10 minutes per visit
Audience of a Social media site:
• earned media
• 34,5 million unique visitors per month*
• 10 hours per month*
*Source: comScore Media Metrix, October 2010
WINS
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Round 03 Content
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Content area of a Stand-alone site:
• BRAND (product)
• News
• Lifestyle
• Registration
Content area of a Social media site:
• PORN,
• VIDEO, music,
• Photo, CHATS,
• GAMES, News, COMMUNICATING,
• ...brand
WINS
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Round 04 Communication
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Formats of communication on Stand-alone site:
• Leave the e-mail
• Full registration
• Forum
• Hotline
• Wow-call
Formats of communication on Social media site:
• Friendship or ignore
• Comments and likes
• Posting and sharing
• Chat rooms and messages
• Public groups and pages
• Applications (including games)
WINS
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Round 05 Moderation
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The possibility of moderation on Stand-alone site:
• Full content management
• Full management of communication
• "What is good about the brand"
The possibility of moderation on Social media site:
• Content management of your own groups / communities / streams
• Reputation management: hidden or transparent
• Lack of controls for summarized users’ opinion (more osten negative, «What is bad about the brand»
WINS
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Round 06 Feedback
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The opportunity for feedback on а Stand-alone site:
• Registration / e-mail
• Hotline
• Quantitative indices of the site
• Integration of social API
The opportunity for feedback on а Social media site:
• Feedback from consumers in all possible ways
• Questions of "newcomers" and advices of "experienced"
• Quick solution of emergency cases (information warfare)
• Loyalty to employees
WINS
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Round 07 Sales and Support
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Realization of sales and customer support for Stand-alone site:
• Online-store
• Catalogue: comparison of goods, product lines, tariffs
• Adresses of the stores
• Delivery services
• Aster-sales service
Realization of sales and customer support for Social media site:
• Forming the opinion
• Discount coupons
• Special offers
• Promotions with prizes
• Owners’ communities
• Feedback
WINS
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Round 08 Entertainment
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Entertainment on a Stand-alone site:
• Multimedia content (including going into the offline)
• Fun section
• Online Survey
• Competition / lottery
• Loyalty programs with the codes for your purchase
Entertainment on a Social media site:
• VIDEO and PHOTOS
• Music
• Games
• Communication
• All types of applications
• Interactive off-line technologies
WINS
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Campaign for Suzuki
Branded site + Google MapsApps on Facebook
Results400 000 unique visitors per month Time on site — 9 minutesSocial media traffic — 30%
Round 09 Information structure
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Information structureon a Stand-alone site:
• Gallery and Glossary
• Product Catalogues
• Comparison of characteristics
• Stores / Delivery
• Discounts / coupons / codes
• Image-sections, and all that will come up tomorrow
Information structureon a Social media site:
• Groups / streams / profiles
• Posting / Crossposting /Comments / Likes
• Friendship / following
• Galleries
• Notes
• Apps
WINS
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Round 10 News
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News on a Stand-alone site:
• Official corporate news (all the details — about the brand and the product)
• Press-releases
• Updates - once a month (at best)
News on a Social media site:
• The publication and discussion of the news at the time of their appearance
• Formal and informal points of view with all details (including "yellow")
• The ability to combine news in one informational flow by tags
WINS
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"A Draw?" - Yes!• A site is enough for us.
• We have a site and we look toward the social networks
• Websites are obsolete, we work only in social networks
• Site and social networks should be integrated, but they solve different problems
• In general, we are experimenting in the Digital space
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According to a survey of
15 major advertisers
"Overkill?" - Yes!• If the brand solves the problems where usage of Social media sites is ideal
(communication, interactive, feedback, etc.), one of such social media sites can be the platform of the campaign, and not a Stand-alone site (FMCG brands)
• If the brand is conservative and is not ready to lead the transparent communication on the Internet or has its own unique style — the branded or thematic portal with the elements of social will be the best solution (banking and business brands, high-tech brands, fashion brands, etc.)
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According to a survey of
15 major advertisers
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"Same efficiency indices" - Yes!
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Quantitative:
• Coverage and traffic generation
• Visitors
• Registration / members / leads
• Communication time
• Refusal and return indices
• Cost per action
Qualitative:
• Activity / Communication
• Tonality / Image
• Feedback
• Sharing / recommendations / brand advocates
• Loyalty
According to a survey of
15 major advertisers
Thinking Out Of The Box! +7 (495) 973-29-01, 121099, Moscow, Russia Spasopeskovsky per., 7 / 1, b. 1
Julia Evdokimchik | Creative&Strategy development | +7 916 313 66 63 | [email protected]
