In this era of social media, brands need to look at their social outreach in a different light. Which means that sometimes, you have to break the social media rules. Spike Jones, Vice President Strategy at Spredfast outlined a new type of social success at the September Minnesota Interactive Marketing Association (MIMA) event.
As Spike shared in his presentation:
“When it comes to social media, sometimes you need to follow the breadcrumbs.”
Why? Because you never know who you might find. Below are some of the top insights and takeaways from Spike’s presentation.
It’s not about the brand.
As marketers, we are often taught to include our brand’s logo, messaging tagline and any other branding we might have on everything we produce and influence.
Instead, says Spike, let the content be about the person. By spotlighting people and what inspires them, you will inspire others to look at your organization or company.
One example is Fiskars, makers of the orange handled scissors. They realized they were the conduit for scrapbooking. By highlighting what people were making with their Fiskars scissors, they were finding true fans.
Influencers come in many forms – Oprah vs. the Fiskar scrapbook superheroes
Not every customer is going to recognize your brand. Seek out your rallying cry and be the conduit, not the brand.
Don’t seek out influence. Create it.
Spike told the story of Jared Gaff who was very active on muscle car forums answering every question he could. Chevy interviewed Jared on video, and made him a Chevy Ignites Ambassador. Chevy did not post the video, but, instead, gave the video to Jared. The video has over 15K views, and Jared is a passionate ambassador.
Not everyone is your customer.
As social media professionals, we are sometimes asked to get likes and followers for our clients. But, don’t forget, that is not getting a customer. We need to look at who is truly our audience and speak to them.
Don’t spend all your time talking to people who don’t know you yet. Focus on fans, too. @spikejones
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Think about content differently.
Spike encouraged us to give people reasons to talk about themselves If you find passion from your fans, elevate it. This is the key behind the best kinds of rewards or fan experiences. When you elevate passion, your fans will be more willing to share it.
For example, I recently had a craving for a Starbuck’s Pumpkin Spice Latte. OK, this is a common fall craving for me. When I got to the store, the line was really long, which I did not expect. I tweeted a photo of the line and Starbuck’s tweeted a fun, witty reply back.
I am a fan, and they just improved my experience by talking to me. They elevated my passion.
This works for B2B, as well. At TopRank Marketing, we connected with an up-and-coming influencer in the IoT space. He wanted to co-create content to improve his personal brand. Our work with him created a raving fan for our client and improved the following a personal brand recognition of the influencer.
How are you connecting your followers and fans to experiences?
Get more from social media.
When you are focused on getting more from your social, think about leveraging the 1 on 1 interaction. Mass audience messaging may not get you the following you need. Instead, show particular fans they are valued.
On leveraging the on-to-one generation:
- 1:1 is growing, in every industry, every year
- Find the right mix between 1:1 and 1:many
- No one answers every Tweet – make sure you’re answering the right ones
The real marketing ROI
Every organization has (or should have) a crisis plan. But, Spike says, what is your ‘love’ plan? How do you get your customers and fans to love your brand?
One key strategy to your ‘love’ plan should include plugging it into every part of the company. Your employees are your best ambassadors. Learn how to leverage them.
People want to connect with people, not companies. @spikejones
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If you never call your PR firm to implement the crisis plan, just think about the money you’ve saved because your ‘love’ plan worked.
Spike ended the with these key tips on encouraging people to engage with your content:
- Feed their Ego
- Give them Info(rmation)
- Touch their Emo(tions)
Then, find a way to meet offline and give them something to talk about.
Refocus social on the customer
The key to true social engagement is moving toward a personal conversation. Brands need to find people to rally for them as true ambassadors. Your love plan needs to include true personal conversations that feed your ambassadors/fan’s ego, share information and touch their emotions.