Instant engagement is the key to a brand’s success in the future of social media marketing. Creating that brand experience when a consumer walks into your store is one thing, and still extremely important, however creating that instant connection and experience with a potential Fan online is equally, if not more important.
Instant engagement marketing is not a new concept; however with the new Facebook its strategies are new. When a consumer sees an advertisement or walks into a brand’s establishment, that consumer will make a decision within 7 to 17 seconds. On F8, where simply hovering your mouse over a live-streaming status updates can give you instant access to a brand, I’m going to guess with confidence the decision to check out that brand is made within less than 3 seconds.
With the new update to Facebook, and the recent implementation of Google Plus, brand marketing is moving to different heights. Marketing teams and PR professionals are rushing to stay ahead of the curve, integrate these new updates into their advertising, and reevaluating marketing strategies. The game is changing, and it’s changing quickly, so how do you remain relevant in a constantly changing online world?
The entire world is talking about Facebook today. Many of them are grumbling, many of them are confused, and many of them are vowing to jump over to Google Plus. So, for the purposes of our short and sweet Friday article, let’s set the record straight on the new Facebook changes.
Yesterday afternoon, Mark Zuckerberg announced some huge changes that are coming to Facebook, some of which have already been implemented. The Facebook Ticker is that new addition you see in the upper-right-hand corner of your News Feed. This is a constantly moving stream of activity, a live streaming feed of everything that your Friends are doing. In time, this will be your quick connection to TV episodes your Friends like, music they’re listening too, and most importantly Brands that they are talking about.
The price increase was just the beginning of the Netflix rebranding strategy, a strategy that they have not only fumbled, but let the other team return for a touchdown. Let’s look past the fact that Netflix lost over 1 million subscribers after its price increase in August/September. Let’s also look past the fact that the company has lost half of its market value since July. Instead, let’s focus in on the companies reasons for tweaking its business model, and its rebranding marketing strategy, or lack-there-of.
Rebranding a Giant
When it comes to transitioning a brand giant such as Netflix, there must be a well researched, well thought-out, well planned strategy that includes segmented strategies for all possible scenarios. Netflix not only increased prices a few months back, but they have split their brand into two separate categories, with two separate websites, two separate customer bases, and two separate billing avenues for those customers. The brand that was once about affordability, instant access and usability has, in effect, told customers that they must go to two separate websites to do what they were once doing on just one site. They have taken their brand from simple to complicated, the worst rebranding that can be done.
Families have been buzzing about the recent Netflix price increases and brand changes. We’ve talked about rebranding your company quite a few times before. When Starbucks changed its logo a few months back, the industry was keen on pointing out how the change might affect the company’s image. However, when Starbucks tweaked its logo, it did not tweak its brand message or brand experience. Netflix, on the other hand, is taking rebranding to a whole new level and many are extremely concerned about the consequences.