I was listening to a lively discussion on the last Beancast Marketing Podcast hosted by Bob Knorpp. I highly recommend it. Some of the best and sharpest people in marketing fill the panel each week. And you get to listen to them discuss current topics in marketing, all facets.
One topic was Big Brands having their Agencies try to pull some social media wins with unique real time content for big events. Oreo’s succeeded when the Superbowl had a power outage.
But this is where Gini Dietrich elaborated. Was the stunt a hit with customers and fans? Did they reach many? Did they drive sales? Most likely not. But the NY Times picked it up and the Marketing/Advertising Trade Pubs and blogs went crazy. So from a PR stand point it was a home run.
The discussion then went on to how Brands try to insert themselves yet stay on message. And it isn’t working. Real time efforts during the Oscars fizzled.
People really don’t want to be bombarded with Brand messages in their feed. Especially scripted ones on message. This also is a great example of how Social Media success if usually unique and non-repeatable.
The reality is Brands can be relevant in social media if they stay on Brand vs message.
A Brand is more than a product. I have a gourmet dessert client. Their brand is Southern California, Latin America, Beach, Sports (traditional and extreme), Slowfood, All Natural, Desserts, Fun, Parties, Community, Eco-Conscious, Art, Street Food etc.
So instead of focusing on ‘Buy our stuff’ the conversation is ‘This is who we are’. Under my guidance my client has won acclaim for how social to them embraces beyond the product.
I work with a client in the pool industry. Check their pinterest boards. Everything from what they do, to the myriad of things revolving around pools: Design, Inspiration, Safety, Entertaining, Health and Exercise.
And that is the key to success. You have to be conversational especially on Twitter, Facebook has it’s own challenges due to the platform. And if you know what your Brand represents you can be credible in conversation with customers, fans etc.
Don’t know what your Brand represents? Give me 30 mins of your time and I can tell you.