Today we woke up extra early, drank extra coffee, and headed out to the U of M to attend a MIMA talk with Spike Jones. Spike is a thought-provoking, status quo challenging, communications professional specializing in word of mouth marketing. Like Spike, at FRWD, we recognize that when we are hired to develop innovative social campaigns, we need to forget what we think we know and keep challenging ourselves to take on those projects with new perspectives leading to unique executions for our clients. Here are some of our key takeaways from today’s exciting presentation:
- YOUR IDENTITY IS MORE PERSONAL THAN YOUR BRANDING
When people think of branding they think of taglines, logos, and colors. Today, with brand becoming such a homogenized term, we need to be thinking of brand in terms of your identity. Meaning, “the everything else” associated with your brand. Identity is your story. Your identity helped build your brand to where it is today and identity connects the brand with the people who consume it.
- EMBRACE THOSE CONNECTIONS
Not every brand is going to have a large following online just because people enjoy their product. However, any brand can embrace and promote exactly what their product helps consumers accomplish. For example, Fiskars (a scissor brand) embraced a massive audience that uses their products just for scrapbooking. By leveraging “every-day-influencers”, your brand can naturally join an existing conversation and build its social choir.
- LOVE THE PEOPLE THAT LOVE YOU THE MOST
Don’t always be focused on growing your number of followers. You need to really love the people that are already your fans. Share their success stories, product reviews, and repost their shout outs to you. That way, when other people see how you treat your community, they’ll want to join the club and help you build out your fan base.
- BALANCE 1 ON 1 MASSAGING WITH 1 ON MANY
Generic messages to a mass audience might get consumers to follow you, but a message to a single person will keep them around and advocate for you. People like to know they’re being valued, heard, and responded to. Show the love to the people that love you the most.
- MAKE INFLUENCERS INSTEAD OF FINDING THEM
Anyone can become an influencer. You don’t always need someone who has an existing following to share content about your product. Find someone with a passion for your product and do something gracious for them to show how much you appreciate their loyalty and enthusiasm. Sharing that experience can accomplish the same results, if not greater, than an established influencer.