There was a great event at Digitas France yesterday titled Social Is Dead Without Content. My takeaway from the presentation was that brands which merely use social channels such as Facebook for the same old push marketing strategies are not going to achieve real results and even worse, will make your brand to seem uninteresting or even patronising. Instead the panelists offered up a ‘From Ads to Stories’ model where users are actively encouraged by brands, even incentivized, to create and publish their own content related to themselves and how they use the brands products. This model relies on User Generated Content to be the driving force behind achieving a viral effect in the campaign.
The presenters gave a great case study of how the Nissan Leaf ‘The Big Turn On’ campaign had used this strategy to great effect. Truly impressive!