Various articles this week have mentioned that to succeed in social media an organization/brand has to interact with customers as if it was a person. To tell you the truth, it makes all the sense in the world!!! After all, when is the last time that you found yourself talking to your bowl of cereal? but, at the same time, how many of you have a warm feeling when you see Captain Crunch, or Tony the Tiger, or for the younger crowd, good old Count Chocula? I considered the Corn Flakes colorful rooster, Cornelius, my best friend, maybe my choice to go to Cornell was a subconscious one. All these icons were most likely an offshoot of developing a brand personality for these products.
Social Media has elevated in importance the whole process in marketing of defining a brand personality. For those of us that have gone through the process, it can be a daunting one, but having participated in it for brands like Woolite, Resolve and Lysol. It helps me understand better how to put myself in these brand’s “shoes” and hold a conversation with my loyal users as if I was the brand. As a quick example,
Woolite would never engage it’s users in a mud fight but would gladly talk about a Victoria’s Secrets fashion show. Woolite is a savvy woman that knows how to take care of her clothes and dresses to the nines. She’s honest and direct and have thousands of tips on how to be like her.
As a recent example, I’m sure that you can identify Old Spice as “that guy” (Suave and Debonair) that every woman wants to be with. If you are the buyer of Old Spice who would you rather interact with, a corporate service representative script or “that guy” that seems to have the world figured out.
It is important that you train everyone in your business that creates content and engages with customers via Social Media to absorb the personality of your brand/business as if they were the best method actors in Hollywood.
The good news for you is that it is not that difficult (click here for a great resource on how to do it). For small business sometime is as easy as taking over the personality of the owner/founder which usually has rapidly permeated into the offerings of the company.
Do the homework recommended in the above link and let’s all start “friending and liking” as well as engaging with our customers as a unique persona. Its more long term and satisfying, not to mention profitable and differentiating (Marketing 101) as customers will engage for the personality – not for the expected $1.00 off coupon. Which may still be necessary for the initial “like” but the personality will keep them coming back for more.
Stay tuned for my next blog. In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: firstname.lastname@example.org, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana
May 12th, 2011