Posts Tagged 'digital strategy'

So Rage against the Machine have done it. A track originally released by the band in 1992 (original chart position No.25) pips poor old Joe to the much coveted number spot for Xmas 2009.

But let’s be honest, how many of us had heard the Rage Against the Machine track before? How many of us know what the band look like? Where they’re from and what their favourite colours are? Not many (Not that we care).

Now Joe McEldrey…..

The song -  “The Climb”.

What’s he look like? A cheeky Geordie chappy with a Hollywood smile.

Where’s he from? South Shields.

Favourite colour? Anything that Cheryl likes.

So how do a band that relatively few people have heard of make it to Xmas number 1 toppling the behemoth that is X Factor with it’s massive television audience, huge publicity machine and endless marketing efforts?

Simple – Facebook.

Let’s be honest, it wasn’t the great song or the love of the band that got RATM to number 1, it was Facebook. To be more specific, it was a brilliantly orchestrated social media campaign by Jon and Tracy Morter, a couple fed up with the domination of the Xmas number 1 spot by X-Factor winners.

Their campaign highlights the phenomenal reach and influence social media channels can have. Zach le Rocha (RATM lead singer of course – c’mon guys) summed it up perfectly, “It was incredible organic grassroots campaign”. Indeed it was. A campaign started by a couple wanting a change, rapidly joined by 486,781 fans and quickly becoming the hottest topic on Facebook culminates in delivering the UK an alternative Xmas number 1 and delivring a crushiong blow to the slick marketing and publicity machine that is X-Factor.

So the platform that brought the Whispa back to our shelves, returned Monster Munch to the cupboards of children of the 80’s now has an ever greater feat to its name. A new Xmas number one.

At the risk of repeating a previous post. Social Media – Powerful stuff.

Yes it’s true the secret to Social Media success for brands is here. Follow these easy steps and your brand will soon be the master of the social mediasphere….. How many times have you seen that before? There are countless articles from ‘Social Media’ experts (that will no doubt have picked up this post through their social media tracking) telling you how to make the most out of MySpace, Twitter, Facebook, Bebo you Blog and more.

Well here are our thoughts. Not 10 steps to Social heaven, just one thing you need to do:

1. Find your influencers

Yes, that’s it, just find your influencers. Of course there’s the usual things you have to do, listen to what’s being said about your brand, your competitors brand, products or services related to your brand and find your way into the conversation from there.

But for Social Media marketing success, for your brand, influencers are the way forward. These are the Twitterers, the Facebookers, the Bloggers with real reach, real followings and real influence. If you can find the influencers in your industry, engage them, even converse with them. The result, your message will reach the broader audience more quickly, and with a lot more authority.

We are all just social voyeurs at heart, we watch, we read, we listen but we don’t contribute. With only 1% of registered social media users making nearly 90% of the noise, it’s important to find the noisy ones that everybody looks at.

You can spend hundreds of man hours trying to get a large following, readership or fan base, or you can spend that effort finding the influencers, whose reach is already 5 times yours will ever be. The choice is yours.