Millions of consumers are already engaging in their passions through Social Media. The opportunity to unlock these huge, untapped audiences is big, real and cost-effective..
Social Media gives brands the unprecedented to opportunity to drive the reach and engagement of their Sponsorship platform across often ‘forgotten’ consumer communities.
These audiences are not only engaging with their passions, but are sharing content and consequently, growing in scale. Their hunger for more access, information, knowledge, experience and discussion is insatiable, and to date very few organisations are finding, feeding or even leading them. The opportunity for brands is staggering.
Fig. 1: Five Premiership football clubs and their unofficial / untapped fan base vs. official groups engaged through common social media platforms.
Just take a look at the audience numbers surrounding five of the Premiership’s top clubs. The official, ‘managed’ channels account for less than 25% of the total social media audience. The vast majority are those engaged by other ‘unofficial’ fan pages, groups, forums and blogs.
These unofficial fans are of massive value to brands. Indeed, many of them would argue they are the truer fan – keeping clear of managed communities, choosing instead a more pure and democratic dialogue.
Unofficial does not mean inaccessible. Through strong insights gleaned directly from these audiences, brands can easily deliver desired content that will turn forgotten fans into potential customers.
Brands should consider whether they need to create their own branded communities when dropping branded content into existing communities may well be a more effective option.
Read our post 'Where to start with Social Media'.
josh@robinsonpincus.com
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