Social media operators have to change!
Social Network owners who treat anything with a commercial or brand attachment as if it is advertising are missing a trick – and treating their communities with less respect than they should.
They seem happy to spam ‘their’ communities (allowing advertisers to buy banners and buttons that at best get a CTR of 2%). Irrelevant is fine, apparently, as long as there is a dollar attached. Value for you? In a short term way, perhaps. But for your community?
A commercial rep from Flickr told me they don’t allow ‘commercial groups’ or competitions. Flickr do you know your network?
Is this commercial?
And quite a few competitions they dont let happen. About 530,000+ in all.
Their response was to tell me there is a minimum spend for media. This isn’t just them Youtube, Myspace are all the same. I don’t want media. I am a peer-to-peer company.
They want to charge me a flat fee of £30k to have a branded page (YouTube) or £300k for a sponsored group (Flickr) whatever the purpose or time-frame. Flat fee is just plain lazy and it’s actually restricting your revenue. It’s also contrary to the way the networked world of the long tail works.
Social media is still new to 80% of brands. Both big and small. They want to dip their toe, see value, then put some chunky budget into planning for a later date. All or nothing will mean nothing. Or they are a small business that will never be able to afford that kind of money.
Advertisers; you are currently only dealing with 3% of businesses out there. People are spending less on online media because it doesn’t work and is wasteful. Right now nobody can be wasteful. Budgets will shift to us WOM folk so you better start making friends.
If you’re going to charge, and I know you’re a business, you should be more flexible in pricing. You should look at the proposed approach and the activity time period and charge me accordingly. If it’s bringing real value to your community it should be cheaper.
Hell, in some cases, maybe you should be paying us. We’re giving ‘your community’ more interesting things to do together. A good competition on Flickr will actually bring new users, ours did, and stimulate more content that you get to monetize.
Let’s be really revolutionary. After all that’s how the founding fathers envisaged these platforms. It’s the small minded, hard-nosed, margin chasing, sales reps that have got in the way and stoppeing what could have been a beautiful partnership between brand, platform and community. Don’t forget it’s not your community it’s your tools. So why not show my latest campaign proposal to a group of super users and they can score the value to the community out of ten, probably instantly rather than a 3 day turnaround, which is then taken into account in pricing.
To sum up:
A) Stop making me be an advertiser.
B) Stop making me interrupt the community.
C) I know what they want because I am one of YOUR community members. So I know what is valuable and I account for it in my thinking and planning.
D) You should even listen to me for no other reason than to make you more money.
THIS IS A RALLYING CALL TO ALL PEER-2-PEER FOLK OUT THERE TO INSTIGATE CHANGE.