Scott Monty - Strategic Communications & Leadership Advisor

Scott Monty - Strategic Communications & Leadership Advisor

The other day, I remarked that Ford is "not interested in advertising on social networks. We're interested in getting in there and interacting with people." Here's why:

The Good News

The Bad News

So once again we hear that advertising on social networks is not effective when you're trying to reach Millennials. This is according to the Participatory Marketing Network, Pace University's Lubin School of Business' Interactive and Direct Marketing Lab, and IDC (Source: MarketingCharts.com).

Not a big surprise.

The Important Stuff
Here's where it gets interesting. Wanna know what Millennials do care about on social networks? (Of course you do - that's why you're here.)
  • Getting news or product updates (67%)
  • Having access to promotions (64%)
  • Viewing or downloading music or videos (41%)
  • Submitting opinions (36%)
  • Connecting with other consumers (33%)
There's an opportunity here for you, marketers. If you want to make a splash on a social network where your customers are, make it worth their while. Give people updates about your products - perhaps information that they can't get elsewhere, or make it the first place you place the updates. Give them an offer that can only be gotten from the social network.

In other words, provide value and be contextually relevant to why they're there in the first place. Don't interrupt them with your ads and expect results.