Companies turn to social media for ad campaigns

SUBIC, ZAMBALES – Social networking sites have provided brands and services a new avenue to reach out to target audiences, and companies which have not latched on to the trend should reconsider, experts on Thursday said. "The trend now is to reach out to the target market on an interpersonal basis “not merely giving the message but also receiving the feedback," said Vishnu Mohan, chief executive officer of Havas Digital-Asia Pacific, the interactive arm of advertising agency Havas Media. "Brands have been using less and less of the old marketing strategy – TV, print or radio ads, even simple websites – “because they are passive. People are now more interested in things they can participate in," he said in a speech at the 21st Philippine Advertising Congress. Mr. Mohan said companies and brands were now seeing social networking sites as an advertising instrument as they provided a more interactive means of communication, especially with more and more people joining such sites. "Globally, of the estimated 85 percent people who are online everyday, 96 percent of those have social networking sites. This new medium as a methodology can make brands and companies talk and listen to consumers “real time or not, but the point is it widens the avenue for communication," he said. "Gone are the days when the audience would take what the ads would say hook, line, and sinker. Consumers no longer really believe in companies glorifying themselves; they take heed of what other people, especially their friends or people within their close circle, have to say about a certain product or service before they start to consider if they would patronize that product." The lesson has apparently not been lost on the government. Ed Mapa, Jr., managing director of Havas Philippines, said the administration has undertaken steps to boost advertising through social media. "Our Tourism department has launched a musical campaign with Black Eyed Peas’ member Apl de Ap singing ‘Take Me to the Philippines’ which was uploaded to YouTube. The department also created an account in the social networking game Second Life, and I understand these strategies helped us communicate our country to the world," he said in a separate briefing. Top executives of global networking sites agreed that having a presence in such sites is an alternative form of advertising “especially for businesses that are just starting to flourish." "Groups of people sharing thoughts, feelings, and pictures with each other are a big audience, and the marketers realized that they can make this an environment for their products and services to be known," said Claudio Pinkus, executive chairman of social networking site Multiply. "Social media can definitely replace websites because right now a lot of people rely on brand advocates. A lot of brand names and small-time businesses are doing this, for example restaurants, fashion boutiques, bands ... they create their own pages in social networking sites like Friendster," added Ian Stewart, head of Friendster Asia "It’s helpful because social networking news travels fast. It’s a plus point for them if people are advocating for them, especially if those people are famous." In the Philippines, companies are starting to pick up on using the social networking arena as a marketing strategy. "There are more and more ideas when it comes to social media advertising. It’s become even more interactive – there are ads now in the form of games, music videos, and even online events," said Cristel C. Gonzales, digital marketing account manager for online campaigns of Yehey! Digital Group. Ms. Gonzales cited a few campaigns: Nescafe 3-in-1 on YouTube and Facebook; Jollibee and KFC ads masquerading as game applications; and Texas Roadhouse Grill’s online bloggers event. "[G]etting your ads through these methods is a new and refreshing experience," she said. - BusinessWorld