One of the biggest mistakes that marketers make when attempting to use social media is focusing on the channel first. Many of them have been trained that success comes from tapping into what’s hot whether that be celebrities, television shows, or urban slang. So they go into social media by trying to figure out the hot place to be. First they went rushing into Second Life, then MySpace, then Facebook, and now iPhone apps.
That mentality misses the point of social media: it is not to intercept people on their way to what interests them, it is to engage people so you are what interests them. The first task is not to assess the popularity of something unrelated to who you are, it’s about finding something rooted in who you are as a brand that other people find interesting. And that’s where the real challenge lies. Before you pick any social media channel, you need to figure out what makes you interesting to somebody. Sure, it’s easy to figure out why people would want to talk to you if you’re Nike, BMW, or Maxim. Who doesn’t want to talk about sports, cars or sex?
It’s a little harder when you’re a less naturally conversational product. Even if it’s something people use a lot of, it doesn’t mean they want to have a conversation about it. If you make socks, table salt or toilet paper, is there anything that could make a normal person seek you out?
It turns out there is, if you are smart about it. For proof, consider what Procter & Gamble has done with their Charmin toilet paper. By owning public restrooms, they found a reason for people to talk about them and with them. In 2002, the brand team started Potty Palooza, a portable set-up of high-end public toilets that traveled around the country to concerts, festivals, and other events. It became an attraction in its own right, and the subject of considerable buzz. They built on that momentum with the installation of luxurious public restrooms in key venues like Times Square. Most recently they extended their idea into the sponsorship of a mobile app, SitorSquat, that maps out public washrooms around the world. These efforts have helped strengthen Charmin’s place as the most popular toilet paper brand, and even to have its premium line cited as a leading economic indicator. They found a way to make people want to talk about a toilet paper brand. They started by finding something inherently interesting about the brand, and then played it out in various channels where it fit.
They did not pick a channel and then shoehorn something into it. For an example of that, you can look at Cottonelle’s Facebook page. Here’s the mission of their page in their own words:
“The Cottonelle® Brand Facebook page is intended to provide a place for fans to discuss Cottonelle® products and promotions.”
There’s no reason to go there unless you have some pre-existing connection to the brand. I can’t say what motivated this effort, but it seems like someone simply decided Cottenelle needed to be on Facebook. They do a nice enough job trying to keep some kind of conversation going, but you can feel the strain like small talk between people who arrived too early for an office party. It’s hard to have a meaningful conversation without something interesting to talk about.
(credit to Bill Hague of Magid Research for related insights)
The Ryan Report 
Nice post! It seems businesses think it’s still all about advertising but it’s really about entertainment (make us laugh), engagement (make us think) or usefulness (where is it when I need it?).
P&G has had some winner campaigns, but Cottonelle is still putting up billboards next to the high speed train and hoping someone will see them.
You’re right Janet. It gives advertising a bad name, because at its best, advertising can do at least 2 0ut of the 3 you mention — though it rarely does.