The CEO leans forward. “You want me to become a publisher?” “Yes, answers the agency’s social-media manager. “You need to engage your customers in an ongoing conversation. Don’t just sell to them anymore; listen, respond online and focus on publishing entertaining and engaging content. Use the web to innovate and manage putting a positive spin on your brand.” The CEO frowns. “We make blenders and our customers are happy to buy them. If we now become publishers of entertaining, engaging content will our customers still buy our product?”
OK, this is a typical reaction we experience from clients wanting to jump on the social bandwagon…and rightly so…I have a product to sell and how is being sociable online going to help me sell more of them? I’ve lost count of the number of conversations I’ve had about the marketing purposes of social engagement. So here’s my take… We have always had conversations about brands, products, services, holidays, music and anything else of interest. Before the internet, there were a host of social groups that were perhaps less broad than those now online. But one thing that hasn’t changed is that we will always trust a friend, colleague or a social group’s opinion over a TV, digital or print ad.
The beauty of social networks is where 20 years ago I shared a great experience with a friend and he or she shared my experience with 20 other friends…now that same experience can be shared with the masses. The unfortunate reality of today is this also works in reverse. Nowadays consumers are more disbelieving, expect the truth, and are able to find out whatever you least want them to know. What we find is that not enough organisations regularly feed conversations with information, however creatively portrayed, to address negative banter.
What social networks allow organisations to do is address any negativity which was never possible in the past. Positive conversation will take care of itself but organisations now have a real opportunity to turn negative conversation into a positive by actively addressing concerns. The cost of being inactive on social networks can be devastating as proven by Dave Carroll, a musician who took United Airlines to task on YouTube over baggage handlers breaking his guitar.
One thing will never change, organisations will still need to develop great products, services or experiences. Sharing this with customers and allowing them to amplify this reality is the real marketing opportunity offered by social networks. Yes, publishing entertaining and engaging content can put a positive spin on your brand but nothing beats having a great product, service or experience to talk about. Check out how the company making blenders cleverly used entertainment, engagement and the power of social networks to gain trust in their product…
Did it sell more Blenders, That is the Question?