With the ever-changing algorithms of Google, Facebook and other popular social platforms, brands are always looking for new ways to garner more ‘likes’ and ‘shares.’ But is that really the most important part of your social strategy? You have to ask yourself, and more importantly, ask your client, “Do you want someone to ‘like’ your post or do you want someone to have an emotional connection to your product that makes them run out and purchase it?”
I recently had the opportunity to chat with Suzanne Fanning, president of the Word of Mouth Marketing Association, WOMMA for short. WOMMA is the leader in ethical word-of-mouth marketing practices through its education development opportunities and knowledge sharing with top industry marketers. Su is an expert on brand awareness and brand loyalty. Throughout her marketing career, she has achieved amazing results with many global CPG brands like Remington, Amway, and Fiskars, makers of the popular orange scissors you’ve probably used more than a few times.
“I would take 50 people who are truly engaged that love me, over 5000 people that like my page,” Su said. She also discussed how brand loyalty is more about getting your community emotionally involved in your product than trying to push a sales pitch.
So how does Su think you should do it? “Put your consumers first, and think about the platform second. Ask yourself why they are your fans and think about what you can do for them rather than what they can do for you. That’s the real secret.” Let’s take a look at a case study she shared from Fiskars.
Su worked with the Brains on Fire team, and they thought about all the ways people use the popular orange scissors. Most of the target users were crafters, the DIY types, and, of course, scrapbookers. Fiskars created an online community that didn’t necessarily focus on the product. Instead, it became a hub of crafting information that focused on all the ways their fans were emotionally involved with the projects they are creating. They created a whole site with the latest scrapbooking trends, sewing and quilting tips, cool kid activities, and other inspirational ideas. They found the emotional connection to the target audience and, instead of cramming the product down their throat with blog after blog containing awkwardly placed keywords, they placed emphasize on the important and sentimental projects they are already working on.
People responded in droves. In fact, their goal of having 250 ambassadors within one quarter happened within 24 hours. The community started helping each other, talking to each other and even meeting up with each other! The site even gave Fiskars the opportunity to gather information on how users wanted to improve the product. The new community increased online chatter about Fiskars by 600% in the first year. 600%! End results, sales tripled in key areas.
Now, ask yourself again, would you rather have people who ‘like’ your page, or people who are loyal to your brand?