Your brand’s message matters but more importantly, what is the message the consumers are sending? Word of Mouth conversations, and advertising, are becoming one of the most influential and credible forms of publicity for a brand, in part to the growth of social media. Session 8 of our L&S Social Media Boot Camp kicked off with a discussion led by Jeff Hanson and Molly Schenkel.
Long before blogging was available, consumers relied purely on the message the company was delivering to make informed purchase decisions. Gradually, consumers started talking amongst themselves about what they liked and disliked about brands, but there wasn’t a way to spread the information very quickly and consumers still turned to the brand for the main message. In today’s world, consumers and brands have the ability to talk together and create a message that matters.
Think of the last time you purchased a new brand or product, most likely it was because you heard from someone that it was worth a try. Companies have quickly realized that consumers are turning more towards digital influencers and bloggers than “ads” for product information. For these influential bloggers, some companies have begun to send thank- you’s and sometimes have even tried to provide incentives for promoting the product. But do so carefully . . .even with a relationship or incentive, the messenger doesn’t work for your brand – they will act on behalf of the consumer, not you.
Digital communities are another great way of getting the message out there. By creating a community in the digital world it allows an infinite amount of users to discuss how they use the product, new ideas for the product, or to simply connect together with a common interest. These forums or chat areas are a great avenue to gain feedback from consumers, which can lead to new product developments or a more user friendly version of existing products.
An example given in the webinar was on Barilla Pasta. As an incentive for consumers to try the new line of pasta’s, Barilla gave consumers a sample of the product to host their very own ‘Pasta Party’. The party thrower was then asked to simply blog about the party, the pasta and the fun. This was a perfect way to connect the brand and consumer together to create a positive message.
For your message to be heard however you also need to make sure you are using the right channel so your audience will be able to find you. Do your homework and start with a keyword search on your company or brand to see how relevant you are, where you rank, and review what others are saying about you – is it how you want your company to be portrayed?
You want people talking about you, and hopefully, its in a positive light. Make sure the message you are sending matters to your audience but don’t forget to listen to the messages your consumers are sending you!
