Social Media and the Transformation of Brand Loyalty

Similar products at similar prices have to find new ways to differentiate themselves. With the explosion of social media this dilemma is seeing major transformation. Consumers are no longer limited by the information that a company chooses to share about its products. Social Media means that you have millions of  pieces of content to choose from and reviews and customer recommendations to read.You can even create your own reviews for others to peruse. In a world of immediate updates, tweets and posts, the company and products that don’t make the cut, are quickly being cut out of the marketplace.

Taking advantage of Social Media platforms will put consumers who were on the fence about a product down on one side or the other. What’s better than making a big purchase? Knowing that you got the best product at the best price. The best product ribbon isn’t just the specifications or the design, it’s about the company and its causes, too. So, the next time you seek to differentiate your product in a market flooded with look-a-likes, take the opportunity to engage your consumers through social media platforms, it will make all the difference.

A Cause for Effect

Marketing dollars spent aren’t always about the bottom line. A thorough marketing plan should have money set aside for community events or cause marketing. These dollars go a long way toward positioning your company in a positive light because of your actions or brand promise, rather than your specific product.  However, the cause or events you choose to participate in must be distinctive and consistent for the greatest effect.

The only way to make an impact through cause marketing is to have a plan. Yes, you’ll get calls daily from sales reps or event coordinators that want you at their event or to contribute money to their cause or latest edition. But if you’re seeking to differentiate your brand or company, getting in as many sponsorships or booths as possible is not the best approach. Moreover, the sheer number of programs makes them less distinctive for brands seeking a point of differentiation now that cause marketing has become expected by consumers.

So, the best approach is to look at your organization or brand and decide what you stand for or support. These platforms will drive the plan for the best allocation in terms of dollars spent and a quality return. And whatever you decide to pursue can’t be an isolated campaign. It has to tie into a bigger program or cause that attracts people with similar values or you might as well be throwing money away. It doesn’t have to directly correlate with products or services but the value match MUST be strong.

For example, a health care clinic wanting to build awareness of a new location might sponsor an annual cancer walk rather than a film festival. A print shop wanting to build brand distinction about their green products might help sponsor a local Earth Day event in their community. If these two organizations build awareness of their services at these events in a consistent way to the right audience, they’ll start to convey a brand promise that will stick in the minds of their desired demographic. Good cause marketing shares the same values as solid marketing strategy overall. Have a plan. Know your purpose. Communicate well and often. If you aren’t selective with your choices, there’s a risk that your efforts will just become white noise to your target audience.

No One’s Perfect…

Deadlines, deadlines, deadlines…we all have them. We are all constantly humming along to meet them. Once we do, we take a breath, and charge on to the next project.  But, how often do we take the time to review our processes and final products? I bet there is something that we can learn from every project that will make us better and more prepared for the next one. If we don’t take the time to look back, how can we learn from our mistakes?

So, take some time at the end of the current project you’re working on to reflect on the experience. Make a list of what worked and what didn’t. Once you know what didn’t work, you’ll know what to change next time. Say you underestimated how much time it would take to get a piece of information from a client or vendor, therefore your timeline was pushed. A pushed timeline can be a major stressor with a looming deadline. But next time, you’ll know that you need to build in more time for unexpected events and delays. Expect the unexpected!

When you know what didn’t work, prepare suggestions for the problems that came up. If you could redo the project what would you do differently? No one’s perfect, but if we take time to learn from our mistakes, we may be a few steps closer.

Show ‘Em Your Flair

Advertising is to voice as social media is to personality. We choose our friends based on personality; shouldn’t we do the same for a company or brand? This is catching on quickly in the new age of social media marketing. In a world where one-of-a-kind products and services are virtually extinct, developing brand personality is a must.

Let’s use Facebook as an example. As of February 2010, Facebook boasted over 400 million unique users. There you can reach an audience that has asked for details or information about your product or service. In a sense, they’re giving you permission to tell them more. This is your chance to build a following and create culture and personality.

Start by creating a Facebook page. A Facebook page enables you to share your business or products. You can create one in just a few minutes by clicking on the “Create an Ad” link at the top of the left navigation. I should note that you need to have a Facebook account before you can create a “page”.   

Step two is to add some flair to your page. What will turn your Facebook fans into paying customers, and vice versa? If you are a restaurant or bar, adding detailed information like the address and store hours are important. Check out http://www.facebook.com/Arrrispizza for a great local example. If you’re a brand or product, photos of your offerings and hyperlinks to independent reviews will make an impact. Gather what you’ve got handy and you can always add more later.

Step Three is to build a critical mass or fan base. When you’re done adding the details, you’re ready to go live and share your page with the world. Click “Publish” and post the page to your wall or send the page link as a message to friends. Once you’re live, don’t just sit back and wait for your online persona to grow. You have to water it! Engage your fans and provide a fun and enriching environment for them -one that is updated regularly and keeps them coming back.

Updates should be brief and to the point. Show your fans the good things your company is doing, like fundraising or donating to a local food bank. Take pictures at your community events and post them! Building your company’s culture means showing the world what makes you unique even when your product is not. Today’s consumer is bombarded with gimmicks and sales pitches, set your product apart by engaging your customers on their turf, showing them your flair and growing your personality!

Social Responsibility Sells

During an economic downturn it is natural for organizations to look at their charitable contributions and sponsorship budgets as a good place to start with budget reductions.  However, there is evidence that business leaders should pause and consider just the opposite strategy.   From United Airlines’ promotion of  the Second Harvest Program to Ford Motor Company’s continued support of the Susan G. Komen Race for the Cure, companies are investing as much, if not more, of their marketing dollars in cause- marketing efforts and building brand equity through involvement with organizations that are important to their customer base.  In my hometown of Jefferson City, MO, the local chapters of the American Heart Association and March of Dimes both broke records for monies raised during this year’s American Heart Association Heart Ball and March for Babies respectively.  Individuals and companies are giving more during this period of “tough times” than they did when the economy was strong.

Some say the recession has caused Americans to slow down and refocus on what is most important in their lives.   I don’t know.  What I do know is that more people today support (shop) businesses that support the causes they care about.  In fact, the newest generation of consumers seem more intent on the culture of the companies they patron than the product choices those companies offer.  According to a 2008 Cone Cause Evolution Study, 79% said they would be likely to switch from one brand to an equivalent brand if it was associated with a good cause.

So, is your business supporting the causes important to your customer base?  And if you are, are you sharing that message with your customers?

New Website Coming This Summer

The crew here at High 5 Communications has been working feverishly on a new website design, which we plan to bring to you this summer.  This will include a simplified interface, an updated project portfolio and even a link to High 5 Jive!

Now We’re Cookin’

High 5 Communications has changed its theme, and will now be posting on a regular basis.  Look out for more news, tips and revelations from the High 5 team!