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We are all familiar with how automotive manufacturers market the dream – exhilarating images of open roads, or small cars darting about a cityscape, but is this now an automotive experience that rarely exists in the real world?  The Department of Transport certainly think so, they recently reported that the average speed of Cars on UK A-roads is stable at a mere 25mph.

Nonetheless is that any reason to depart from a tried and trusted approach that has been with us since the 60’s?  Well, add into the equation that a drive to create fuel efficient cars has led to a harmonisation of design across the manufacturers.  Gone are the different shapes and sizes (do you remember there even used to be cars that only had 3 wheels) and in are the rigidly defined car classes where different manufacturers vary in size by mm.

And this harmonisation is leading to the erosion of brand loyalty.

Cap Gemini reports that in 2002 40% of consumers said they’d buy the same brand again. By 2010 75% of consumers said they were considering at least 4 brands for their next purchase.  The individuality of the brands, a hallmark of the romantic era of motoring, is being replaced by the efficiency of Kaizen manufacturing.

So is it time for manufacturers to re-evaluate how they sell the (realistic) dream and differentiate themselves at the same time?  Perhaps it’s time to make things personal.

Now you are either reading this post because you are searching for the secret to viral video success, or, because you read the title and are looking for material for the response you are about to pen, which will start with the words “You can’t guarantee any video will go viral, this is the most outrageous post I’ve read since…”

Well actually I think I can satisfy both types of reader.

No, there is no guarantee of your video going viral even when you have the heady combination of celebrity and behind the scenes footage.  However there are some simple steps that you can take to ensure that your video has the best possible chance of going viral.

So here are my personal top 8 tips in no particular order…

Last week I took to the podium again to discuss something I believe could be the single biggest difference between a mediocre social media programme and an excellent one – an effective community map.

At ISM we have been thinking about community maps a lot.  In fact it is becoming a bit of an obsession.  The reason being, is that done right, a community map could ensure that your social media programmes are efficient, effective and targeted and your communities are well managed.

So what are the benefits of using a community map in your social media programmes?

  • Using it to define your audience universe will allow you to set meaningful and well thought out targets for community size and engagement
  • It will improve the accuracy and speed of your community growth
  • It will ensure your engagement with a community is effective, including in crisis situations
  • It will help you to make content go viral
  • It will enable you to measure success and plan strategically for the future.

So here are some of our thoughts on community mapping and the importance of the Social Cartographer, any questions or comments please get in touch. 

Jeremy Farmer

The Social Cartographer, Figaro social media seminar, 1st December 2011