Article
There are six ways for a brand seem to be more personal instead of corporate on social media. These ways are to have a good story, have quizzes, be consistent, have chatbots, have a formal advocacy program and create unique content. The article delves into how a story creates more of an emotional connection with viewers. This is further strengthened if people have a hand in creating the story. The second topic covered is how quizzes allow consumers to provide feedback and be more engaged with the brand. The third topic is being consistent. This is discussing sticking to a schedule of when content is released. The fourth topic is about how chatbots are useful to provide all-day support for consumers and can be customized to reflect your company. The fifth topic is how having all your employees believe in and support the brand then it's more personal and authentic. Finally creating unique content that is about the audience creates long-lasting relationships and helps them consumers make a more informed choice. (Paddon)
This covers some of the same concepts from last weeks post especially in regards to letting users create their own content and focusing more on the people instead of the brand. These are more focusing on the emotional connections formed by creating content. This makes sense because it's really the backbone of social media marketing. To expand more on this it is also a way to invite participation . By having and featuring content made by consumers it does two things. The first thing it is showing the other viewers about how they love the brand and influences other people into trusting the company. As humans we love to share what we do with others and would show our friends/family what we have sent to the company and that they aired. We are more interested in something that interests out friends or loved ones creating horizontal communication. This is also showing the company as more personal and caring as a typical corporate environment would only want to air content made by themselves. This approach shows them caring about the experience of consumers and sharing that with the world to make the consumers stories the companies stories.
However, this article tackles in specifics on how to show consumers that the company is about them and not the brand. Most of these deal with horizontal communication allowing for communication between users and the brand.
The use of quizzes that you can see the results of is really important because with most communications from a brand it is lateral. There is no way for the viewers to respond to adds on TVs, billboards, and magazines. Even with social media, you have to fight to be seen in the flood of comments, likes and responses to posts. Quizzes allow for all voices to be heard and show consumers that the brand cares about how to make sure that they have the best experience. This allows people to see how other people viewed their experiences and opinions.
The use of chatbot shows customers that they are the priority to a company because a corporate brand would not have a channel open to offer assistance using their product. This open dialog shows that the company cares that the consumers have a good experience with the product or service. AS in the chapter 1 PowerPoint from Marketing 350, social media is accessible 24/7. By having chatbots this allows the brand to connect with all users at anytime even when employees are asleep. This makes the company more accessible. This translates into being viewed by users as having more of a personality than a brand only accessible certain times of the week and only on certain days. The limited time selection may not work for some people or be an inconvenience. By being flexible its like having a friend who cares about you and being there for you at all times of the day when you need them. You would be very annoyed if your friend refused to help you if it didn't fall at certin times of the day.
Finally the use of honest informative content and having all employees backing the brand serve to create faith in the brand. The image of a corporate brand is cold and not caring about the consumers. By having all the employees rave about the brand and being honest it creates a sense of trust and shows that the brand wants the customers needs to be met. A deceptive brand alientates and loses customers while honesty and transparency create a strong emotional connection.
Citation
Paddon, Rebecca. “6 Ways Brands Can Be More Authentic On Social Media Through Marketing.” Adotas, 16 Feb. 2019, www.adotas.com/2019/02/6-ways-brands-can-authentic-social-media-marketing/.
There are six ways for a brand seem to be more personal instead of corporate on social media. These ways are to have a good story, have quizzes, be consistent, have chatbots, have a formal advocacy program and create unique content. The article delves into how a story creates more of an emotional connection with viewers. This is further strengthened if people have a hand in creating the story. The second topic covered is how quizzes allow consumers to provide feedback and be more engaged with the brand. The third topic is being consistent. This is discussing sticking to a schedule of when content is released. The fourth topic is about how chatbots are useful to provide all-day support for consumers and can be customized to reflect your company. The fifth topic is how having all your employees believe in and support the brand then it's more personal and authentic. Finally creating unique content that is about the audience creates long-lasting relationships and helps them consumers make a more informed choice. (Paddon)
This covers some of the same concepts from last weeks post especially in regards to letting users create their own content and focusing more on the people instead of the brand. These are more focusing on the emotional connections formed by creating content. This makes sense because it's really the backbone of social media marketing. To expand more on this it is also a way to invite participation . By having and featuring content made by consumers it does two things. The first thing it is showing the other viewers about how they love the brand and influences other people into trusting the company. As humans we love to share what we do with others and would show our friends/family what we have sent to the company and that they aired. We are more interested in something that interests out friends or loved ones creating horizontal communication. This is also showing the company as more personal and caring as a typical corporate environment would only want to air content made by themselves. This approach shows them caring about the experience of consumers and sharing that with the world to make the consumers stories the companies stories.
However, this article tackles in specifics on how to show consumers that the company is about them and not the brand. Most of these deal with horizontal communication allowing for communication between users and the brand.
The use of quizzes that you can see the results of is really important because with most communications from a brand it is lateral. There is no way for the viewers to respond to adds on TVs, billboards, and magazines. Even with social media, you have to fight to be seen in the flood of comments, likes and responses to posts. Quizzes allow for all voices to be heard and show consumers that the brand cares about how to make sure that they have the best experience. This allows people to see how other people viewed their experiences and opinions.
The use of chatbot shows customers that they are the priority to a company because a corporate brand would not have a channel open to offer assistance using their product. This open dialog shows that the company cares that the consumers have a good experience with the product or service. AS in the chapter 1 PowerPoint from Marketing 350, social media is accessible 24/7. By having chatbots this allows the brand to connect with all users at anytime even when employees are asleep. This makes the company more accessible. This translates into being viewed by users as having more of a personality than a brand only accessible certain times of the week and only on certain days. The limited time selection may not work for some people or be an inconvenience. By being flexible its like having a friend who cares about you and being there for you at all times of the day when you need them. You would be very annoyed if your friend refused to help you if it didn't fall at certin times of the day.
Finally the use of honest informative content and having all employees backing the brand serve to create faith in the brand. The image of a corporate brand is cold and not caring about the consumers. By having all the employees rave about the brand and being honest it creates a sense of trust and shows that the brand wants the customers needs to be met. A deceptive brand alientates and loses customers while honesty and transparency create a strong emotional connection.
Citation
Paddon, Rebecca. “6 Ways Brands Can Be More Authentic On Social Media Through Marketing.” Adotas, 16 Feb. 2019, www.adotas.com/2019/02/6-ways-brands-can-authentic-social-media-marketing/.
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