How To Become A Social Brand REDUX
Thursday, August 20, 2009
Thanks to everyone who linked to yesterday's post and passed it around. And thanks for the great comments: Rick Liebling, Fabio Buss, Adam Wohl, Nora Geiss, Jacco, Alan Wolk, Kristine Akins, Ben Malbon, and Stephen Byrne.
And a special belated thanks to Clay Parker Jones for having the bright idea to integrate Listen, Measure, and Adjust as continual activities throughout the diagram.
Click for full size image
The biggest point I heard in the comments was what Rick said, how will your brand "bring value"? If your brand chooses to participate, it needs to contribute something of value to the community. This is something that I go on about all the time, so I want to make sure it's represented here.
I was trying to get at this in Step 2. Originally I had "Identify A Compelling Topic of Conversation." While this is still important, I want to make it a little broader.
2. Identify The Shared Desires Of The Network (See also: Desire Paths: Branding for Digital Lives)
Once you know what you want to accomplish from the brand's point of view, you need to find out what the people you're hoping to connect with want to accomplish. What brings these people together? What are the shared interests that motivate them to socialize with each other? In order to become a valued member of their network, you need to know how you can serve their shared desires. This may be through sharing information, appreciating their creativity, or developing a specific utility or tool that makes pursuing their shared desires easier.
And lastly, Stephen Byrne brought up an excellent point that you need to get the basics of branding right before you can even start thinking about this. Know what you stand for. Know how your point of view is different from everyone else's. Have a truly remarkable product. And be passionate about something bigger than your brand.
When you've got all that nailed, then your ready to become social.
And a special belated thanks to Clay Parker Jones for having the bright idea to integrate Listen, Measure, and Adjust as continual activities throughout the diagram.
The biggest point I heard in the comments was what Rick said, how will your brand "bring value"? If your brand chooses to participate, it needs to contribute something of value to the community. This is something that I go on about all the time, so I want to make sure it's represented here.
I was trying to get at this in Step 2. Originally I had "Identify A Compelling Topic of Conversation." While this is still important, I want to make it a little broader.
2. Identify The Shared Desires Of The Network (See also: Desire Paths: Branding for Digital Lives)
Once you know what you want to accomplish from the brand's point of view, you need to find out what the people you're hoping to connect with want to accomplish. What brings these people together? What are the shared interests that motivate them to socialize with each other? In order to become a valued member of their network, you need to know how you can serve their shared desires. This may be through sharing information, appreciating their creativity, or developing a specific utility or tool that makes pursuing their shared desires easier.
And lastly, Stephen Byrne brought up an excellent point that you need to get the basics of branding right before you can even start thinking about this. Know what you stand for. Know how your point of view is different from everyone else's. Have a truly remarkable product. And be passionate about something bigger than your brand.
When you've got all that nailed, then your ready to become social.
2 Comments:
Changes you made work well.
Shared Desires of the Network, both broader and clearer than previous.
Your strength, vis a vis many of your peers Mike, is that you encourage and accept input and then act on it. Seems basic, but many are incapable of it.
Excellent site,Thanks for this great post – I will be sure to check out your blog more often.Just subscriped to your RSS feed.
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