It's the Conversation, Stupid!
I didn't used to follow brands on social media, unless they were clients or potential business partners.
Recently, that's changed. Still don't follow a lot. But I am following some. Why? Because they get what my friend +Martin W. Smith
talks about in the +Haiku Deck
presentation below. Go look & then come back. It's just 20 slides ( #leancontent
right, Marty?)The Night of the Ninjas for Brands
In the expanded blog on which it's based (http://goo.gl/9utrgs
), Marty delineates five "ninja attacks" on brands right now, ninja because most brands don't see them even as they're being hit:
1. The death of traditional media (which thrived on one-way messaging)
2. The Rise of Mobile (for which they aren't prepared)
3. The Rise of UGC (Everyone’s a Publisher)
4. Clean Slate Brands (not mired in the old assumptions)
5. Social Media Conversations (in which they aren't participating)Can't Buy Me Love
In the deck, Marty explains what brands need to acknowledge to combat the ninjas:
1. Realize that people buy from those they love (and you can't make
someone love you)
2. People don't love anything that doesn't know they exist
3. No one loves people who are only about themselves (nor brands, either)
4. Love always comes out of conversations
He goes on to give four ways brands can express and earn love (view the deck!).
tl;dr - When a brand I talk about online follows me, mentions me, reshares me, listens to me, engages with humor and personality (when appropriate), they get my love. And I will do business with those whom I love.My two recent brand follows:
for making me laugh all afternoon on Twitter after I shared their hysterical post about breaking up with Facebook (http://goo.gl/uGXAOf
's Hyatt Place New Orleans hotel (@HyattNewOrleans on Twitter) who responded quickly and with humanity via Twitter to resolve a problem I had while staying with them. (Guess where I'll always stay now when visiting New Orleans?).