Defining the Concept of Social Velocity

Social Media – A shift from Web as content to Web as a platform.

Social media is defined as media created by the participation and contributions of real people. Social media represents an evolution of referral-based networking. It’s nothing new; in fact, it started long ago. What’s diluting the true definition of social media in the online marketplace today is all of the hype surrounding online communities. People communicate with one another in a completely new way through the power of social networks. In essence, the engine is the people.

There are now endless channels for reaching potential customers, and spending the most advertising dollars doesn’t mean being pushed to the top anymore. Maximizing the power of social media online means a mindset shift away from traditional marketing methods and into the new strategy of organic growth based on a people-driven ad network.

There are certainly obstacles when implementing a new strategy, but there can also be significant successes. Conversion is always at the heart of any marketing campaign, and what Yovia has proven is that the power of social capital far outweighs any other driver to conversion. This new paradigm requires companies to remain strategic and pragmatic when choosing a new social media campaign.

The cost-savings can be huge, as communication tools are now accessible and available to a worldwide audience. Some forms of social media include: blogs, forums, virtual worlds, news aggregators, microblogs, podcasts, mashups, wikis and social networks. Despite the varied options, one thing remains universal: It’s absolutely essential to have a reputable influence when engaging participation in dialogue from a community.

Buzz is important. It can lay the groundwork for successful campaigns in almost any industry. A podcast alone can contribute to millions in revenue, if it’s genuine and real. The goal is to engage with relevancy and not simply through interruption messaging. Engage and create good advocates through applying the principle of the “long tail,” focusing on niche content instead of widespread popularity.

Building relationships. Engaging potential customers is the way to push any message forward. Blogs written by real people with real opinions are highly effective at giving a true portrayal of a community’s response to a product or service.

Predicting a successful viral marketing campaign. How does Yovia define Social Velocity™?

The 4 C’s. Through the 4 Cs of Social Velocity™ (Content, Connections, Community and Conversion), Yovia can predict whether something will go “viral” and determine what is necessary to help a product or service achieve organic growth.

How can Yovia ensure that a client is in the best possible position before starting a social media campaign?

Yovia offers a snapshot into the community’s reception of offerings. This happens through a Social Velocity™ test. Yovia looks at the sharing of conversation, brand perception, engagement, tone of digital dialogue and relationships, and from there, we determine qualitative results. This is a measurement of the community’s involvement.

Yovia also looks at the downloads and installs, membership, real market share, sales/new leads/qualified subscribers and site ranking to determine the quantitative measurement of a potential client’s web presence.

Advantages of Social Media Marketing:

o Inexpensive implementations
o Ongoing campaigns can change and evolve based on community response
o One click media: all data needed is in one place
o Loyalty: giving expert advice and having two-way discussions
o Communities that instill trust and build relationships
o Increase in marketing/PR efforts; viral effects are substantial
o Search optimization: multiple locations of content and credibility that are link-centric
o Blogs grow and so does business
o Content gets views
o Creates and engages interest within communities
o Individuals create the content and determine value; customers determine brand value
o Videos, blogs, collaboration, podcasts and conversation determine social value

Why it’s important to leverage Social Media in Marketing:

o Brand awareness
o Research
o Quality conversion
o Announcements of product/service launches
o Customer retention and loyalty
o Communication with Partners
o Sharing of Ideas and Expertise
o Communication of a company-wide initiative/cause
o Media relations
o Growth of customers by behavior
o User reviews
o Information on demand



ACT NOW!!
Register to become a Social Velocity beta tester at http://www.yovia.com .

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