3rd Dimension Design

Description

Buzz about social media is sometimes so loud it's hard to understand what is being said. It is really important to understand that there are right and wrong ways of using social media; used correctly can bring thousands of prospective buyers, however if used incorrectly can make a brand a joke in the social meme. Coach hand bags got it right this season. In my opinion, Coach's Holiday Blog a Day is a success. Success is achieved when you reach the correct demographic, at the right time, and the message is being conveyed by a peer (or Super Peer) of that community. Check out this youtuber Juicystar07. She's got a pretty big following (165,000 Subscriber) and her per video views are huge (100,000 - 400,000). She's not some Hollywood star or some famous actress; she's just a pretty girl who likes girly things. She makes videos about cosmetics and fashion. Her videos are consistent and frequent enough that users have subscribed to her. This means whenever she posts a video her subscribers are notified and whatever message she is spreading is heard by her fans. A "Super Peer" is a person who's seen as an equal to the community, but has more power and persuasion in the community. A "Super Peer" could be seen as a leader or spokes model, however that's not exactly the case. The difference between a spokes model and a "Super Peer" is that a peer is expect to have an opinion as well as a relationship with the community, where as a spokes person is seen more as a puppet. That doesn't mean Super Peers can't be spokes models and it doesn't mean that they are above promotion or advertising. Juicystar07 is a "Super Peer" on Youtube. She is seen by her community as a peer, but since videos are unidirectional Juicy is the only one talking. This is a great opportunity for brands because these Super Peers reach consumers at a much more intimate level than traditional advertising. When a commercial pops up during a tv show, there is a disconnect; the viewer basically shuts off until the program comes back on. This distance renders that impression useless and in most cases the advertising is wasted. Advertisers combat the disconnect by placing relevant ads during related programing, and that helps the conversion, however Tivos and other more on demand media make it even tougher. The fact is, traditional advertising is too passive. What makes Juicystar07 and Youtube such and appealing platform is that disconnect isn't present. If Juicy mentions a contest she's participating in, or talks about a purse she's buying, it is like she's telling a friend (or in her case 165,000 friends). Her peers will probably be more likely to listen to the message and definitely more likely to remember it. Coach (the bag company) is using her to promote their bags through the holiday season. Companies that are having success on youtube are using these established vloggers to promote and push their messages/campaigns. It is cheaper and more effective to use these established youtubers who have the following than it is to promote a new channel for the campaign. Basically it is cheaper to go to a party than it is to make a party. Of course this isn't a fool-proof system.

Products & services

Similar companies nearby