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Leveraging the Social in Social Media

October 3, 2011

Published by Earl Savage
ES World Marketing
http://esworldmarketing.com/blog/wp/

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In This Issue:
—————–

1. Message from the Publisher

2. Feature Article – “Leveraging the Social in Social Media”
by Enzo F. Cesario

3. Free Ads

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=>> A Word From The Publisher
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Dear reader,

Welcome and Thanks!

As always, I hope you’ll enjoy and profit from reading
“The Winning AdVantage”. Please feel free to post your
comments at the bottom of this blog post. I welcome your feedback.

To your success,

Earl Savage, Publisher
The Winning AdVantage eZine
winning@esworldmarketing.com

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=>> Feature Article
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Leveraging the Social in Social Media
Copyright (c) 2011 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/

So, social media marketing is about the conversation, not the
pitch. People are starting to get that. This is a good step, but
what does it mean in practical terms? Having conversations with
people is nice, but the goal of a brand is ultimately to get
people interested in spending their time or money on the brand,
after all. What does having this conversation accomplish, and
just how does a brand use that conversation to get the critical
conversion from conversation to customers?

The Key Thing: Customer Investment

Just about everyone’s familiar with the smart and trendy Mac
commercials. They’ve been seen, redone, spun off and parodied
just about to death, and will stand as icons of excellent
advertising. But think about it — when was the last time you saw
one of these commercials on TV? How often do they actually come
up anymore?

The fact is, Mac’s most consistent and open advocates are its
users. People with an Apple notebook can’t wait to tell their
friends about it, take it around in public and talk up its
virtues. This is true in other areas as well — Honda users have
fan sites for their chosen vehicles, most people get into novelty
diets or exercise programs as a result of their friends’
influence and so on.

So, give people a reason to talk about your brand — by making it
their brand.

Step 1: A Place to Talk

There is no reason whatsoever not to have a public, open
discussion forum for your brand on your site. This can take the
form of the comments section if your brand consists of a simple
blog, or it can be a whole message board. Definitely have a
Facebook page and enable comments so that people can provide
input on your frequent, informative updates.

Step 2: Other Places

People like to put up fan sites of their own, in addition to
official ones. This should never, ever be discouraged. Yes, there
are some risks with having a site that isn’t under your direct
control. However, very few people are going to respond favorably
to “big business” quashing the “little guy” who only wanted
to show off how much he liked a certain product the business
makes.

Instead, leverage this as an excellent opportunity. Contact them
as an official representative and mention how much you appreciate
their interest. If someone has a whole webpage dedicated to your
bestselling line of how-to books, make a friendly “how to be an
awesome fan” spotlight on your page showing off their site. When
people see how well the brand treats its fans, they will talk
about it.

Step 3: Talk it Up

Wherever people are talking about your brand, make sure they have
good quality information on things, and that the information you
give them is tailored to your audience’s expectations. If your
brand is high-class technical engineering tools, provide rigorous
specifications your users can dig into. If it’s a fashionable
line of casual Sunday wear, offer interviews with the fashion
designers and what their inspirations were. Give them some real
meat to talk about, and they’ll be chattering for months.

Further, remember the reciprocity principle. If a conversation
seems to be really taking off, jump in on it. If someone raises
an interesting point in an otherwise quiet thread, give it a
boost with some official insight. However you see fit, get
involved in the discussions and help people see that you want to
talk about the brand as often and as early as possible. Spur the
discussion, encourage the argument, do whatever you need to keep
the party going just one point longer.

Step 4: Reward Interest

This was touched on slightly in Other Places, but it can be
expanded further into its own point. McDonald’s recently gave an
award to one of its most loyal customers, Don Gorske. The
restaurant recognized him as the world’s premier Big Mac
enthusiast, since Gorske has eaten more than 23,000 Big Macs over
the course of his life. An odd award by most lights, but
McDonald’s certainly reaped the attention, and Gorske has gone
on to be a guest on Super Size Me and The Rachel Ray Show.

Most brands can’t quite leverage that degree of influence, but
there are many ways to reward a fan for loyal interest in a
brand. Perhaps your biggest fan deserves an advance shipping of
the newest product you’re planning. Maybe she’s read every one
of your novels to date and maintains such an active author-fan
community that you’ll use her name for the heroine of your
newest work. Or perhaps the reward is a friendly lunch where you
talk about ideas for the brand, and other things you have in
common. Maybe you even hire your No. 1 Fan because he has some
genuinely excellent ideas.

In General, Think Humanely

No list can comprehensively contain all the material that will
get people interested in and talking about any brand. There are
so many verbal tricks, psychological cues and special gimmicks
that even trying to Google them would take months of research.

The biggest key is to think like a human. Remember the
advertisements or conversations that got you interested in
something, that made you want to participate in a brand as its
advocate. Try to extend those same thoughts into what you put
into your brand, and you’ll draw in people just as interested as
you.

———————————————————————
Enzo F. Cesario is an online branding specialist
and co-founder of Brandsplat, a digital content
agency. Brandsplat creates blogs, articles, videos
and social media in the “voice” of our client’s
brand. It makes sites more findable and brands more
recognizable. For the free Brandcasting Report go to
http://www.BrandSplat.com/ or visit our blog at
http://www.iBrandCasting.com/

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That’s all for this time – thanks for reading!

To contact us, go to:

http://www.esworldmarketing.com/contactus.html

Your success is our success!
ES World Marketing

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=>> OUR MISSION

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The Winning AdVantage, we are devoted to helping our subscribers
develop their marketing skills and promote their home-based Internet
marketing businesses and affiliate opportunities. This publication
features tips, techniques and how-to articles on such topics as ad copy
writing, finding good FRËË or inexpensive places to post ads, finding the
best available resources, and other issues related to making money on
the Internet. The Winning AdVantage eZine is dedicated to the
enhancement of your home-based Internet marketing business success.

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