The ultimate social marketing success is having a platform that stands out as the go to place for your target audience. If your product/service aims to capture an audience with special interests, you should consider a social strategy and plan that integrates content and community. Special interests groups could include fitness minded, wines enthusiasts, tech innovation, pet lovers, executive peer groups and many more.
As I have stated many times, content is the core of social. So brands should think of themselves as publishers. Every brand should have a digital platform where they produce and curate industry related content of great value to their target audience. Do not think of this as product or service literature. Produce content that addresses the needs and interests of people within your brand’s industry.
Launch your own brand’s digital blog, magazine, or journal.
Be committed to continuous production and updates so that your audience is inspired to keep on returning and builds strong affinity for your “Brand Digital Media” platform. You want to build a reputation as being the go to place for your industries information, insights, and entertainment.
In order to accomplish a “go-to reputation” you should consider a number of different types of content, which include original content, curated content, and UGC (user generated content).
As example, consider the slide below as the “BRAND Digital Media” content hub for your brand…
Determine a finite set of topics you will cover. Use the navigation bar to list these topics and allow your audience to click through directly. Build frames to pop in various content types. Try to keep a set template for these content frames so you can condition your audience to access information they desire and know how to easily obtain it. Update at least one frame a day. Include social sharing and follow buttons.
Once you have established a “BRAND Digital Media” platform, use your social channels to proliferate the content. Include content reference updates on these social channels.
And make sure you are tracking how well the BRAND Digital Media content hub is performing. Consider metrics as follows …
Once you have built a successful BRAND Digital Media platform, now you are in the position to launch an industry community platform.
Assuming you have an audience coming to your content hub for information, why not give that audience a place to engage with your brand and one and other.
As people come to your BRAND Digital Media site for information, give an opportunity to sign up and sign in to your community.
The BRAND Network is an extension of your BRAND Digital Media hub. It is a place for people to connect, converse, and network.
While anyone can get content at the BRAND Digital Media site, only members can comment on content, engage with other users, set up meetings, and network with peers. For starters, consider the following BRAND Network feature set.
The power of having your brand serve as an industry related community is that your brand delivers great value to the target audience. Strive to be the industry digital leading member’s forum. Avoid overt product push. Just aim to be an extremely valued industry information and networking source.
And like any other marketing effort, you need to track success metrics. Consider the following for your BRAND Network …
So think about what you can do to deliver a BRAND Digital Media hub and BRAND Network. If you deliver stellar content and a networking platform your target will truly value your brand.
Yes, building an industry leading content and community front takes much effort, time, resources, and budget. But do you want to be a recognized industry leader or is just being part of the pack good enough? If you want to be a leader, demonstrate leadership. Building the industry best BRAND Digital Media platform and BRAND Network demonstrates leadership.
Make It Happen!