Selling with proof, case studies and real customer testimonials is an age old technique. Has this changed with the advent of social media or morphed into something different?
|Scooped by Dr. Pamela Rutledge|
Smart marketing is about getting shares. Had a nice email from Tim Knowles that he had linked the article here with my blog post about the 2012 Obama campaign's use of social media--much more personal (not to mention effective)way of reaching out than letting a ping do the connecting for you.
Knowles' post also highlights a couple of important points which are easily forgotten in the plethora of social media tools and channels. First, it's not about the tools. You must find and really get to know your audience. The second is clearing the airspace so your message can be heard. This requires that you, in the tradition of the Ancient Greeks, also "know thyself"--or have developed your core brand story-- because the customer-brand connection are psychologically interdependent.
Brands tell a lot of stories--and through the eyes of a narrative psychologist everything is fundamentally a story--but that is different from THE brand story, the core story that encapsulate the values and purpose of the brand. THE brand story should be the north star that guides all other stories you tell.
Getting your message heard is about the intersection of stories--the union of the audience's story with that of your brand. Most messaging is like a collision, like sheep butting heads. Noisy, unpleasant, and winning takes a long time. The intersection of stories is where meaning and experience are created in the mind of the consumer; where the relationship begins. When the brand and consumer stories fit, they become inseparable, part of the consumer's identity. Are you an Apple or PC person? A Coke or a Pepsi person? These stories work not just because of good brand stories, but because the brand stories intersected with consumer stories and created a shared story with larger meaning.