Talk Amongst Yourselves
General Post, Social MediaRemember that old Saturday Night Live skit with Mike Meyers as Linda Richmond? She was that frazzled middle-aged Jewish lady that would always work herself up and become verklempt. I thought of her the other day when I was in the shower. Concepting for a client. Linda understood something important back in the day that we as marketers have trouble getting our own audiences to do. Talk amongst themselves.
As we all know, I think I have seen the same Forrester report in about a dozen white papers, consumers trust and are willing to be persuaded by their peers far more then from us. This seems like common sense. Whats more persuasive, a commercial shouting that they have a great burger or your best friend suggesting a place because she likes their burgers? Obvious right? I also recently read (Groundswell pg.101) that consumer-to-consumer conversations have shown to be more effective then traditional marketing in the middle of the marketing funnel. These areas include consideration, preference and action. This brings me to the point of this post. How can we encouraging people to talk amongst themselves? I thought of 5 ways. I’m sure there are more, but these are good ones.
1. Solve a problem with your marketing tactics.
If you can use your marketing to provide your consumer with something that’s valuable, it will give us a pretty good reason to tell others about it. This could be why widgets have become so popular recently. Marketers have been using offline widgets for years. These are pens, stress balls, refrigerator magnets etc. The digital versions aren’t much different except they have the potential of being much more useful then a magnet. Nike for example created Nike Plus, a tool to help runners track their performance and connect with other passionate runners. Meijer, a retailer in the Midwest created Meijer Meal Box This tool helps you create shopping lists from recipes and matches coupons based on ingredients. Both of these marketing tactics are ways the brand solved a problem and gave their customers a reason to tell others about them.
2. Be entertaining to your consumers friends.
I still have clients asking me to put their commercial on Youtube. You would think this late in the game people would start to get it, but I’m always surprised by how many still need this concept explained. There are only a few spots written for TV that anyone will ever want to watch on Youtube. An easy way to determine if something is entertaining enough to pass along is to ask yourself this question. “If I send this link to one of my friends will it make me look cool, funny or smart?” If the answer is no then you have not created something very entertaining. Not once have I ever forwarded something to a friend that I knew in advance would make me look stupid. It’s an easy test, use it.
3. Make it easy for people to talk to each other about you
After you spend time and money creating content (websites, videos, blog posts etc.) make sure you add the right tools to your project that will allow people to easily share it and find it. Depending on the type of content you have, there may be several ways of making it more social. This is a much deeper topic then I am going to cover here, so I’ll be brief. Below are just a few tools that allow consumers to share your message between each other.
4. Listen
In every online campaign it is critical that you listen to what your audience is saying about your brand before you jump in. If you want consumers to talk about you and pass along your message you should respect them. The web is a social place now and the same rules apply in the online world as they do offline. Listen before you speak. If I just waltzed into a room full of people and started shouting at them about a topic no one else was talking about they would all stare at me like I was a lunatic. You will have a much easier chance of getting consumers to pass your message to their friends if you first find out what they are already talking about and how they feel about your brand. There are many tools that can help you “listen” before you launch, here are just a few.
5. Support Your Supporters
My final suggestion is to make sure you support your supporters. If you are taking the time to monitor your campaign and tracking the people who take the time to talk about your brand, then give them props. Even if you find someone speaking negatively about your message addressing their concerns will give your brand a point of view. Speaking directly to consumers is a great way of energizing others to participate in your message.
I left the most important point for the end. Linda Richmond always gave us an interesting topic to discuss before she left us to talk amongst ourselves. Without a great idea or a reason for conversation, people aren’t going to have much to pass along to anyone.
Now I’m getting all worked up and feeling a little verklempt… I gave you a topic… now go.. talk amongst yourselves.
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