A Fast Track to Social Success

The 2007 holiday selling season likely will be remembered as the year social marketing hit the mainstream. A Oneupweb study of the 12 hottest products for the upcoming holiday season shows a remarkably creative variety of social media strategies and tactics being employed by savvy online marketers as they successfully generate advanced buzz and ensuing engagement.

For the multichannel marketer who has yet to adopt a specific social-marketing strategy, it may appear a daunting, if not impossible, task to jump into during this holiday selling season. But here are four social tactics you might want to consider.

1. Participate in existing social networks. Target those with the social and demographic profiles of your typical customer. Identify existing social networks that reach that specific profile and offer substantive content. If you sell underwater cameras and watches, for example, look to blogs and other social sites for divers. Post tips and commentary about the best times and places to shoot photography for certain water conditions.

As your expertise is established, you may attract links that’ll increase traffic and eventually sales. Also, look for sponsorship and advertising opportunities in these social communities. A good podcast for the diving enthusiast may offer sponsorship and/or audio or video advertising. In the case of video, think 15 seconds maximum.

Finally, create a story and/or press release for this targeted community featuring your new products, such as “10 Great New Gifts for the Diver on Your List.” Post it on your Web site as well.

2. Invite participation on your Web site. There are many ways to create a dialogue with your market. Consider product reviews or forums. Encourage other consumer-generated content. The underwater camera site might invite divers to send their best pictures. Each week these could be sorted and judged by visitors. And the top choices could be turned into a video that could be posted on YouTube and Flickr.