#KittenCamp wasn’t just about the LOLs. Refresh your memory with #KittenCamp Part 1. There’s a deeper message about how to harness the power of social media within the marketing communications mix – @willcooke with his presentation on ‘How to win the internet’ (With a little help from Kevin Costner).
Who are you talking to?
Conversation can be one-to-one, one-to-many, many-to-one, many-to-many. Identify which category your communication fits in first. Then stick to it.
Advertising in social isn’t about selling; it’s about conversation, not preaching. Fundamentally, people don’t like being sold to – so use social media to engage in the conversation in a natural way.
Why are you talking to them?
Know what you stand for and stick to it. For example, Red Bull’s positioning is that is vitalises the body and mind. So, they sponsor sports that are high energy and require a high level of alertness.
STEPPS – a useful acronym that sums up when (and why) you should talk to your audience:
STEPPS: Social currency, Triggers, Emotion, Public, Practical Value, Stories
- Exploit social currency; tap into trends in a relevant and genuine way (e.g. Marmite after Madonna’s fall at the Brits)
- Respond to triggers (e.g. Bodyform response to Richard)
- Draw an emotional response (e.g. Green Party & Sky TV 2015 General Election videos)
- Get the ad discussed in public (e.g. the banned ad for premixed protein shake)
- Add practical value (e.g. Smirnoff lemon and lime ‘ice’ cubes)
- Tell a story (e.g. Paddy Power’s #RainbowLaces)
How are you talking to them?
The adage ‘If you build it, they will come’ does not apply that simply to online media. ‘Paid’ media (traditional advertising) desired to drive the general consumers to ‘owned’ media (brand collateral e.g. websites) can feel a bit self-centric, and therefore may not appeal to non-customers. Relying on ‘earned’ media (social interactions) to drive users to the ‘owned’ channels means you’re only talking to currently engaged customers. And using ‘paid’ media in the hope of creating ‘earned’ media can be topline, communicating a single message. Brands should balance ‘owned’, ‘paid’ and ‘earned’ media carefully.
Finally, show that you’re actually listening and acting on the conversations that are taking place. Adapt and re-share content on an on-going basis.
For more information on how to share ideas through social media, Will referenced a book called Contagious by Jonah Berger. (http://nunezprgroup.com/2013/05/stepps-to-contagious-marketing-with-jonah-berger/)
His slides can be found here: http://www.slideshare.net/willcookenthat/how-to-win-the-internet
The presentations were over earlier than scheduled, which allowed for more schmoozing, nacho-eating and craft-beer drinking. Eventually, with the image of Kevin Costner burned into our retinas, we ascended from the depths of the underground bar into the warm embrace of a Monday night in Soho.
See you at the next one.
Dimuthu Jayawardana | Strategic Planner