The ability of a brand to connect with their “advocates” on-line, and proactively “reach out” and interact is “key” to building a successful Social Marketing program. These “advocates” have the world within their reach, and want to be part of the brand’s lifestyle/culture.
If a brand fails to embrace these advocates from a viral and social perspective, they risk alienating their “core” consumer and driving business to another that will embrace them continually. In order to effectively reach out, you must define a clear social networking strategy , which encompass’s an “authentic” message with continual interaction. Many brands still reach out in a unilateral direction, which defines their strategy as self promoting machine that does not understand the current state of social interaction. When you have clear direction to viral/social interaction with your audience, it is not only defined by company positioning, but also infects everyone involved with the brand and as a result the message is clear, concise and effective at all levels. Successful Social Marketing is built off of foundation of guiding principles which are at the “core” of the brand:
Define “What” you stand for…
Communicate this clearly to everyone inside the brand “Camp”…
Be Proactive in “Reaching Out” to your Brand Advocates
Always be “Authentic”…
Once this “vertical” messaging is grounded into the principles of the brand, it can be communicated into the social world with your “brand advocates” , but the key to brand growth is the have these advocates “inject” others with the message, lifestyle and culture. Remember, customers do not buy “products”, they buy “lifestyles”, and brands who understand this principle will successfully grow not only their “advocate” base, but revenues as well.
Enjoy the Ride..!
“Product Innovation and Marketing Success Blog…”
Bryan Smeltzer is a successful consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world's most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, Schutt Sports, among other international brands. In addition, Mr. Smeltzer founded an apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm. He currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.