Social Media Risks & Rewards

Mike Kowal, Managing Director - Services, LinkShare

Brand and Social Media

Everyone agrees that Social Media is here to stay but…

…not all companies have come to grips with what it means for their brand and their messages

Brand Definition

BrandOld

Top-Down DefinitionFunction of Investment

NewCollective DefinitionFunction of Usage

Social Media Acceptance

What does this mean to Publishers?All brands are not yet comfortable with

Social Media and not willing to participate through affiliate channel

Social Media Acceptance Continuum

Understanding the brands you work withand how they view social media leads to stronger partnerships

Price/Product Comparison Advertisers

Sample Brands

Characteristics Product Reviews; Price CompetitiveCan be lower margin Lower CommissionsTypically a buying process; not always a quick decision

Social Media Usage

Heavy. Can help the consumer make purchase decision and in the best of cases be a differentiator

Cult BrandAdvertisers

Sample Brands

Characteristics Consumers love to talk about these brandsSocial media enables cult status in many case

Social Media Usage

Usually very open to social media however, some brands may be protective when cult status is a ‘top-down’ strategy

Service DrivenAdvertisers

Sample Brands

Characteristics Stand behind their products as they only sell qualityIf something is wrong, they will make it right

Social Media Usage

Are sometimes wary but usually jump into social media once they see it leverages their existing brand strengths

“User Skill”Advertisers

Sample Brands

Characteristics Consumers can use the product in different waysAdvertiser usually includes ‘how-to’ guide or provides guidance in usage/application

Social Media Usage

Somewhat wary as consumer perception can be colored by their skill in using the product

Child-FocusedAdvertisers

Sample Brands

Consumers Media is usually targeted towards children and their parents

Social Media Usage

Social Media integral to many brands and is directed towards ChildrenVery cautious without control

Summary

Know your brand partners

Not all brands will be comfortable with one-size-fits Social Media outlets

The Golden Rule: Add value and you will be rewarded long-term