How To Become A Social Brand
Wednesday, August 19, 2009
Giving your brand a social life on the web takes more than a username and an avatar. It takes a lot of time, and a surprising amount of planning and attention.
Here are 5 key steps and 3 key continuous activities that brands need to go through in order to successfully participate in online conversations and forge meaningful connections with people who care about their product.
UPDATE: Step 2 has been altered slightly to "Identify the shared desires of the network" - read more here in Part 2.
Click for full size image
1. Define Objectives
Too often it is assumed that you should participate - immediately and everywhere - before anyone stops to ask what the brand is trying to accomplish. Are you trying to raise awareness for your brand? online or offline? Do you want people to talk about your new product? Do you want to establish relationships with your most loyal consumers? Are you trying to impress the CMO's teenage child? Do you just want to make your shareholders happy? Be honest about your motivations and adjust your efforts and measurements appropriately.
2. Identify a Compelling Topic of Conversation
Your brand is going to be talking to real people. If you hope to keep them engaged in the conversation you need to know what they want to talk about. Figure out what the people you're trying to reach are interested in, and be prepared to talk about it.
3. Participate
Now the fun starts. You know why you're doing it. You know what you're going to say. Dive in and get started. The important thing to remember here is that participation doesn't end after you post something. The whole point of this social stuff is that people can respond. After you post a video on YouTube or start a discussion on Facebook or share a link on Twitter you need to stick around, hear what people have to say about it, and respond.
4. Identify Friends and Fans
Once you've started some activity, it's time to see which people you connected with. Based on your initial objectives, which friends, followers, and fans are on board? Which people have expressed an affinity for your brand and might be able to help you reach the next level? Learn the names of the people who want to help you build your brand.
5. Foster Relationships (see also: Spectrum of Online Friendship)
Now it's time to do the work to transform your online acquaintances into advocates. Reward behaviors like engaging in a public dialogue with the brand and sharing links that are important to the brand. Exchange public and private messages with your friends and fans. This doesn't have to cost money, either. Usually the most valuable thing you have to offer is simply your attention. The quality of the relationship you foster is a direct result of the time you devote to it. (Not unlike real life.)
You could do all of these steps and not see any results if you fail to integrate these essential ongoing activities. Throughout this entire cycle it is imperative that your brand continuously Listen, Measure, and Adjust.
Listen
Every good conversation starts with good listening. Don't be the asshole who shows up and starts blabbering without ever stopping to hear what everyone else has to say. Start by monitoring Twitter search and Google Blog Search. Find the most popular blogs related to your brand and start reading them. Are there any Facebook fan pages already established for your brand or something similar? What are people saying there? Keep doing this.
Measure
How can you know if you're on track to meet your objectives if you're not measuring your efforts and results. This is as important to do before you start as it is once you begin. Make sure that the metrics you choose are appropriate for your objectives. If your primary objective is getting people to talk about your brand, don't just measure how many followers you have.
Adjust
The biggest difference between this world and the marketing world that came before it is that the brand is no longer in control. The people you interact with have as much ability to shape the discussion and affect the experience as you do. You need to be ready to react and change what you're doing to suit the exigencies of the situation in real time.
Remember that Listen, Measure, and Adjust are things that you need to do continuously as you develop your brand's online social presence.
Remember that becoming a social brand is an ongoing cycle that repeats over and over, not a campaign with a start and end date.
Remember that the results of your efforts depend on the amount of time that you're willing to put in.
I know I'm not the first person to tackle this, but I thought it was worth a try anyway.
Let me know what you think in the comments. Are these the only key steps or activities? What else would you add? or take away? Have you seen this or something else work with the brands you work with/for?
Here are 5 key steps and 3 key continuous activities that brands need to go through in order to successfully participate in online conversations and forge meaningful connections with people who care about their product.
UPDATE: Step 2 has been altered slightly to "Identify the shared desires of the network" - read more here in Part 2.
1. Define Objectives
Too often it is assumed that you should participate - immediately and everywhere - before anyone stops to ask what the brand is trying to accomplish. Are you trying to raise awareness for your brand? online or offline? Do you want people to talk about your new product? Do you want to establish relationships with your most loyal consumers? Are you trying to impress the CMO's teenage child? Do you just want to make your shareholders happy? Be honest about your motivations and adjust your efforts and measurements appropriately.
2. Identify a Compelling Topic of Conversation
Your brand is going to be talking to real people. If you hope to keep them engaged in the conversation you need to know what they want to talk about. Figure out what the people you're trying to reach are interested in, and be prepared to talk about it.
3. Participate
Now the fun starts. You know why you're doing it. You know what you're going to say. Dive in and get started. The important thing to remember here is that participation doesn't end after you post something. The whole point of this social stuff is that people can respond. After you post a video on YouTube or start a discussion on Facebook or share a link on Twitter you need to stick around, hear what people have to say about it, and respond.
4. Identify Friends and Fans
Once you've started some activity, it's time to see which people you connected with. Based on your initial objectives, which friends, followers, and fans are on board? Which people have expressed an affinity for your brand and might be able to help you reach the next level? Learn the names of the people who want to help you build your brand.
5. Foster Relationships (see also: Spectrum of Online Friendship)
Now it's time to do the work to transform your online acquaintances into advocates. Reward behaviors like engaging in a public dialogue with the brand and sharing links that are important to the brand. Exchange public and private messages with your friends and fans. This doesn't have to cost money, either. Usually the most valuable thing you have to offer is simply your attention. The quality of the relationship you foster is a direct result of the time you devote to it. (Not unlike real life.)
You could do all of these steps and not see any results if you fail to integrate these essential ongoing activities. Throughout this entire cycle it is imperative that your brand continuously Listen, Measure, and Adjust.
Listen
Every good conversation starts with good listening. Don't be the asshole who shows up and starts blabbering without ever stopping to hear what everyone else has to say. Start by monitoring Twitter search and Google Blog Search. Find the most popular blogs related to your brand and start reading them. Are there any Facebook fan pages already established for your brand or something similar? What are people saying there? Keep doing this.
Measure
How can you know if you're on track to meet your objectives if you're not measuring your efforts and results. This is as important to do before you start as it is once you begin. Make sure that the metrics you choose are appropriate for your objectives. If your primary objective is getting people to talk about your brand, don't just measure how many followers you have.
Adjust
The biggest difference between this world and the marketing world that came before it is that the brand is no longer in control. The people you interact with have as much ability to shape the discussion and affect the experience as you do. You need to be ready to react and change what you're doing to suit the exigencies of the situation in real time.
Remember that Listen, Measure, and Adjust are things that you need to do continuously as you develop your brand's online social presence.
Remember that becoming a social brand is an ongoing cycle that repeats over and over, not a campaign with a start and end date.
Remember that the results of your efforts depend on the amount of time that you're willing to put in.
I know I'm not the first person to tackle this, but I thought it was worth a try anyway.
Let me know what you think in the comments. Are these the only key steps or activities? What else would you add? or take away? Have you seen this or something else work with the brands you work with/for?
13 Comments:
Good stuff Mike, well articulated both verbally and visually. I would add one other element that doesn't quite neatly fit with your five step or three activities and that's "bring value."
You really can't do that until step 3, but once you start it does need to continue. How can you, as a brand bring something to the party beyound just smart conversation. What's the 'beer, wine, chips, etc.' that you're bringing as well?
Loved how you got in a single diagram the 5 key steps and 3 key continuous activities. really smart visual design.
I think its clear that the steps only work if the conversation brings value in itself. The post is focused on conversations, but I agree with what Rick says, "doing, not just talking" could be included in this cycle.
Maybe on the description of step 2 we could consider not just talking but also creating and doing awesome stuff that engages/helps people.
If so, i guess step 2 could be something less focussed like: 2. Identify a Compelling [or Engaging] Topic of Interest.
Beautiful diagram and wonderful articulation of the thoughts behind the diagram. As always, very impressed!
I absolutely agree with your thoughts and diagram. I do think there's a step vital enough to define, maybe it's 2.5 -- it's certainly informed by #2, and it's POV.
Just as important as identifying the topic of conversation, realizing (after defining objectives) the best point of view to convey the message can make or break the intended strategy.
Take for example the Tire Manufacturer Michelin. Depending on the brand message, there needs to be careful consideration about who is delivering the message. Who is the best messenger to introduce the conversation? Is it the CEO who's well-respected and trusted? Is it a blue collar Michelin employee with whom the target demo can identify? Or is the Michelin Man, who can provide levity?
hey mike. i love the simplicity you've brought to the question, especially through a visual.
a couple of things we're spending time on: a) defining the 'filter' for the conversation - what i believe adam is referring as POV, but adam, correct me if i'm wrong. we look to inform the conversations a company has through brand strategy and personality to maintain consistency with overall communications throughout the customer experience. and b) understanding of the purpose/usefulness of each conversation channel (e.g. facebook vs twitter vs youtube - each has its own reason for being, and sets different expectations for the audience engaging at that touchpoint) and how all of the channels integrate/interact - or don't - to support the macro identity of the brand.
i think these are key to making sure brands are social in the right way in the right venues to leave a cohesive impression.
my two cents. thanks for the good thinking and inspiration, as per usual.
also, @Rick : i'll bring the homemade quacamole and stuff for margaritas. que viva la fiesta! ,)
Just like everything you share, whether it is your own articles or links and videos, great and inspiring stuff and always worth my time. Thank you!
I agree a POV or stand is essential for brands in this digital era.
I'd keep it just the way you have it Mike.
This is one of those things that you can either boil down to something as simple as the chart you've created or write an entire book about.
Not much middle ground.
And while none of the suggestions above are wrong, per se, you can keep adding things in there until you no longer have a simple chart anymore.
You should print this up and give it to clients to hang on their walls. People love these kinds of charts.
PS: Do you do the design yourself or is there a designer behind it?
I have been trying to draw this circle for the last week. Yours REALLY helps. INSERT STEP: Have Fun! Over analyzing and having occasional brain-freeze stops process/ clogs circle...
Love the simplicity of what you're saying. This is already printed out and displayed with pride. Thanks.
I wonder whether audience identification and segmentation needs to happen earlier? That's my only comment. But I also agree with Adam that it's a diagram rather than a process flow to be strictly adhered to, so works as it is.
Reminds me of much of the propagation thinking by Griffin Farley and Faris.
Thanks for sharing.
Mike, this assumes that brand is already a brand and that it has got that process right. Transforming into a social brand requires a much more complex grasp of brand fundamentals and ability to execute well across multiple points, which I am afraid many brands don't really get and aren't very good at. To think they can now do it via social media, requires a more cohesive and long term strategy.
www.diffusion.com.au
Mike
I really enjoyed your post, and your diagram - which is an elegant and simple way to explain something that a lot of people seem to find complex and frightening. I have already sent the link to a few clients who I thought might find it useful.
I agree with Alan Wolk about keeping it simple and not being tempted to build on this. There are tons of more complex presos, docs etc available online - but a dearth of powerful, single-eyefuls of logically and clearly...
T
Depending on the brand message, there needs to be careful consideration about who is delivering the message. Who is the best messenger to introduce the conversation?
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